Exam 8: Segmenting, Targeting, and Positioning

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice. H&R Block has great brand recognition, but consumers care about it only four months out of the year. What do its executives believe they can use to make people think of it as a company offering services year-round?

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients. The primary difference among the brands are their promotions that emphasize that various brands will treat different symptoms, such as runny noses, headaches, and fever. This strategy is best classified as which of the following?

What is the next step after selecting a market for study and choosing bases for segmenting that market?

What is usage-rate segmentation? What is the 80/20 principle, and how does it apply to usage-rate segmentation?

Ever since Hunter got his new Shell MasterCard, which gives him a 5 percent rebate on all purchases of Shell gas, he buys gas only Shell stations. Shell introduced its credit card plan as a means of implementing which type of segmentation?

What is the term for the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers' minds relative to competing offerings?

In the off-highway industry, there are a number of machines that are built for highly specialized applications. These machines are built in low volume and require an equally low volume of specialized components. What would a customized manufacturer of drivetrain products use to reach its market?

What do we call a group of people or organizations that has wants and needs that can be satisfied by particular product categories, and has the ability to purchase these products?

What is the family life cycle (FLC)? Using the following selected stages from the FLC, briefly describe the lifestyle and purchasing needs of consumers in that stage: (1) young single, (2) young married without children, (3) young married with children, (4) middle-aged married without children, and (5) older unmarried.

What is benefit segmentation? For toothpaste, list six benefits that might be sought by consumers. For each benefit, give an existing brand name that best exemplifies segmentation according to that benefit.

Tall Paul's Tall Mall designs and sells household furniture and furnishings to people who are over 198 cm tall-a rather small target market. Which targeting strategy does Tall Paul's Tall Mall use?

The marketing researcher for a manufacturer of designer clothing for infants and toddlers has submitted a report on potential segments for expansion of its marketing efforts. She noted an increase of professional women over the age of 35 who are leaving their jobs to have their first babies. She described this segment as having substantiality. What does this mean?

A market segment is a subgroup of people or organizations having different characteristics that cause them to have distinct product needs.

List the four trends that have resulted in the continuing growth of one-to-one marketing.

The computer market can be divided in to laptops, personal computers, mainframes, and tablets. This market can also be broken down via the types of users who will use the above types of devices. What is this process of dividing markets called?

Scenario 8-1 E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver. -Refer to the scenario. Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar. Which procedure does E&V Bridal Studios use to divide its large market?

Pitkin Enterprises produces animal figurines for children and young adults. For children, it makes hard-to-break figurines that are promoted and distributed in the same manner as the delicate, porcelain ones made for young adults. Pitkin engages in multisegment targeting.

Sure Fit Inc. has begun a rebranding strategy to let customers know it no longer produces only slipcovers, but also carries a line of rugs, window treatments, and bedding. What would it describe as women with average annual household income of $60,000 or more?

While most marketing to Generation Y tries so hard to be hip that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. The segmentation plan used by Vans relies heavily on which type of segmentation?

Which of the following would be most likely to use family life-cycle segmentation?