Exam 8: Segmenting, Targeting, and Positioning

Companies that adopt a concentrated marketing strategy violate which of the following old sayings?

Which of the following trends will lead to the continuing growth of one-to-one marketing?

Scenario 8-2 ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language. -Refer to the scenario. What demographic segmentation variable has its manufacturer used to identify its target market?

The Grief Store sells keepsake urns, cremation urns, funeral jewellery, and books on how to cope with the grief resulting from the death of a loved one. Which type of segmentation is the Grief Store using?

The final step in market segmentation is selecting segmentation descriptors

One reason marketers use market segmentation as a tool is that, once completed, the process need not be repeated.

What could Jell-O use to determine if consumers perceive a void in snacks that are easy to handle and wholesome, and if customers think Jell-O Pudding Pops would fill that void?

Scenario 8-2 ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language. -Refer to the scenario. ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. Which type of strategy is ProtecTV using?

To be useful, a segmentation scheme must produce segments that meet four basic criteria. What are they?

Disney is offering to print story books about your child. Each 30-page book will be personalized throughout based on information the parents provide. These books are based on the child's favourite Disney movies. For $20 a month, a new book will be created each month just for your child. What is this an example of?

What is a segmentation base (or segmentation variable)? Name four of the common segmentation bases used by marketers to segment consumer markets.

The distinctions between products created through product differentiation can be either real or perceived.

Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment. When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each, which type of strategy was it implementing?

Multisegment targeting offers many benefits to firms, as well as many additional costs. List two benefits and four costs of multisegment targeting.

Today's typical recreation vehicle owner is white, 50 years old, and married. With a mean household income of $71,900, typical recreation vehicle owners are more affluent than average and tend to own their homes. They spend approximately 19 days a year in their rolling homes. On the way, they're likely to listen to country music, easy listening, or all-talk radio. This describes which of the following for recreation vehicles?

Which of the following is one of the four criteria identified in your text for successful market segmentation?

Wesley Electronics Inc. is a company that manufactures electronic gadgets. The marketing managers of the company spend a great deal of money on advertising in order to create awareness of the company's products among potential customers. They employ various methods of advertising, such as print, broadcast, and online advertising. According to the steps of market segmentation, what is Wesley Electronics Inc. most likely doing?

Which strategy entails selecting one segment of a market to target, and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as on developing a highly specialized marketing mix?

The Brown sisters own Creative Catering and would like to improve customer satisfaction and increase repeat business. When you ask them to describe a typical customer, they say it is impossible and explain that with corporate functions, family affairs, and fundraisers, they do not have a typical customer. Why should they use market segmentation?

Serving the specific needs of a segment must be commercially viable, even if the number of potential customers is small. A selected segment must be large enough to warrant developing and maintaining a special marketing mix according to the criterion of which of the following?