Exam 6: Segmentation, Targeting, and Positioning

A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:

Mancer is a company that sells clothes.It has three different retail store formats to serve the varied needs of diverse fashion segments.In this case, which targeting strategy is the company using?

A table listing the descriptions of VALS™ categories [Create HTML Table] -Cecilia grew up in a poor neighbourhood, so her main concerns are security and safety.She believes in conserving every penny and diligently collects coupons and discount vouchers.She does not indulge in luxuries and is a cautious consumer.Cecilia is uncomfortable with new technologies and is loyal to her favourite brands.Under the VALS™ classification, Cecilia would be a(n):

Explain the criteria that marketers use to determine whether a segment is worth pursuing.

Belco, a fast-food chain, targets young males as they account for almost 75 percent of all customers.They are called Jumbo customers.Belco has segmented its customers on the basis of usage rate, with the Jumbo customers being the heavy users.To segment its customers, Belco is using:

A company that sells shoes has a website with a make-your-own-shoe feature.It makes a vast number of styles in every major performance category available to the customer for personalization.This is an example of:

You are planning to launch a new reality TV show.What would be your target market? Would you go for undifferentiated, differentiated, or concentrated segmentation? How would you position your TV show? Develop a positioning statement for it.

Sam has a roofing company.He is planning to target a new segment; cottages in Northern Quebec.The segment size in that region is 80,000 houses.He believes he could reach 1% adoption in the first year.The average selling price for shingles installation in that area is $6,000 with a profit margin of 25%.His fixed cost to target the new segment would be around $100,000.What would be the segment profit?

James lives in a small fishing town and builds boats for a living.He lets his customers choose their own specifications for the boats they want to purchase.This includes the colour, design, and material of the boat.This is an example of:

Explain the concept of PSYTE cluster profiles.How can marketer use PSYTE cluster profile? Provide an example.

Which of the following best describes loyalty segmentation?

A new startup company decided to target Canadians between age of 18 and 35 who use iPhone mobile for their new application.Which segmentation base(s)does the company use?

Explain psychographic segmentation.

How we live our lives to achieve goals is called:

Firms can choose a differentiation strategy by going after a less competitive, smaller market niche.

A sports goods manufacturing company has started creating marketing campaigns to specifically target the female market.In this case, the segmentation approach used by the company is:

Competition-based positioning emphasizes the psychological meaning of a brand to consumers.

Explain how the use of the Internet helps companies use mass customization.Provide an example to support your answer.

Personal ideas and feelings about a product or brand drive the customers toward or away from a brand or company.

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services, their usage rate, their user status, and their loyalty?