Exam 8: Segmenting, Targeting, and Positioning

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the Maritimes where the winters are harsh and that lighter-weight blankets sell better in Southern British Columbia, where mild winters require fewer and lighter covers for the bed. Segmenting the market according to climate is an example of which type of segmentation?

Why do consumer goods companies take a regional approach to marketing?

The editorial board of Gamers' Page, a magazine that primarily caters to people who are enthusiastic about sports and gaming, targets people who enjoy games. What type of market segmentation does the editorial board of Gamers' Page use?

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. E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments. Which of the following would ethnicity be classified as?

David is a vacuum salesman and is looking for a cell phone that will help him to keep in touch with family via texting, to keep in touch with his office while he is on the road, and a phone that will let him connect to the Web. What type of segmentation should be used here?

A number of plastic surgery groups are making use of loyalty cards. Patients who have five procedures will receive a free procedure. Aimed at patients who get maintenance treatments such as Botox or regular face peels, the loyalty cards may be used toward any type of surgical procedure. Which type of segmentation is this?

A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, which of the following criteria does NOT need to be met?

People with diabetes who need to replenish electrolytes lost during activity or illness cannot drink Gatorade because it is high in sugar. As a result, a manufacturer has developed Champion Lyte, which contains no sugar. Which type of segmentation did the manufacturer of Champion Lyte use to identify its market?

What type of segmentation clusters potential customers into neighbourhood lifestyle categories and is a combination of geographic, demographic, and lifestyle segmentation?

Mrs. Resham Kaur loves to watch Bollywood movies, goes to the temple regularly, and is heavily involved in local politics. Which type of segmentation is based on these characteristics?

A segmentation plan must produce segments that exhibit responsiveness. In other words, if all customers are equally concerned about protecting the environment, there is no need to offer regular and all-natural versions to the segment.

The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, which type of variable did the siding company use?

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 is the primary market segment for ProtecTV?

In the context of a buying process, what are satisficers most likely to do?

Kumar owns two antique stores. One is in an upscale neighbourhood, and its merchandise is artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and contains some of the same type of merchandise, but the items are left in open boxes and placed haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates both of them. Which strategy he is using?

What is product positioning the process of?

Which of the following sayings best describes why marketers find geodemographic segmentation so effective?

Manufacturers of instant potato flakes sell to resellers, institutional food services, and movie production companies. (Instant potato flakes are typically used in movies when the scene calls for falling snow.) How would manufacturers of instant potato flakes most likely segment their market?

Train collector Jack McCoy has decided to open a store that sells train memorabilia. After 18 months in business, he has noticed most of his sales are to the same small group of customers (about 40 people), even though records show there are over 200 active train collectors within a 80-kilometre radius of the store. Which of the following does this retailing experience support?

You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45. Your firm advertises during drive time on easy-listening radio stations and on television on the A&E and the Discovery channels. On what basis are you most likely to segment this market?