Exam 5: Market Segmentation

 HealthPro cereal ads show the cereal being used as a topping on yogurt,served hot as an alternative to oatmeal,and as a snack food when topped with honey.HealthPro is using a positioning strategy based on: 

 A positioning map is: 

 The ad for Concordia kitchen cabinets states,"For an exceptional look in cabinetry that you won't find anywhere else,buy Concordia cabinets." This is an example of positioning: 

World Explorer Cruises advertises that it sells "Cruises for your heart,mind and soul.Even better,it comes in a pint-sized budget!" What segmentation is the cruise line using? 

 What is the function of the Nielsen PRIZM? 

Identify the step in the market segmentation process that involves focusing on a product's superiority to competitive products based on one or more attributes.

What are the two commonly used approaches for segmenting markets? 

In which of the following situations is it appropriate for a firm to become a mass marketer?

 A new variant of tea that is higher in antioxidant content is being targeted at consumers who are health conscious and seek organic food products by retailing them in stores that sell organic food products only. This is an example of the _____ segmentation approach.

 When embarking on a new or modified marketing program,a company should conduct a(n)_____ first. 

 According to VALS™,_____ are the type of consumers that have few resources,are more concerned with safety and security,and do not show a very strong primary motivation. 

What assumption is the Nielsen PRIZM system based on? 

 According to the VALS™ framework,consumers who are classified as _____ are predictable and they choose familiar products and established brands.

 Let's say you wanted to build a bowling alley in Canada.Market research shows that western Canadians enjoy bowling and similar pastimes significantly more than those in eastern Canada.By locating your alley in the western province of Alberta,you would have used a _____ segmentation strategy. 

 Which of the following statements about market segmentation is true? 

Which of the approaches to market segmentation is highly consistent with the approach to marketing suggested by the marketing concept?

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers. 

 According to the VALS™ framework,consumers driven by knowledge and principles are motivated primarily by _____.

 Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of conducting a research study on a market. 

Which of the following is the primary reason for studying consumer and organizational buyer behavior?