Exam 8: Segmenting, Targeting, and Positioning

The difference between one-to-one marketing and the traditional mass-marketing approach is difficult to articulate.

In the context of purchasing profiles, what do we call business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one?

Women have been treated as second-class citizens by the sporting goods industry, but in 2002, sporting goods manufacturers and retailers began aggressively pursuing this market. Nike opened two women-only boutiques called Nike Goddess to test how receptive women were to its new merchandising concepts. Which type of demographic segmentation was the sporting goods industry using?

Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would "spend some time apart" from Ken, her long-term male doll companion. What is Mattel doing to the Barbie brand in order to grow?

Why are many retail firms interested in customer loyalty cards and programs?

A market segment is deemed to have substantiality if it contains a large number of potential customers.

What is geodemographic segmentation? What is the result of geodemographic segmentation? Give one specific example that illustrates this type of segmentation.

Promotion is one of the components that form a marketing mix.

Name and briefly describe four bases firms typically use for positioning or repositioning their products/services.

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. Which segmentation variable does the company rely on to identify its market?

The public transportation system in the Toronto area conducted a survey that revealed respondents could be assigned to one of four categories: (1) people who never used mass transit, (2) people who used mass transit in the past but not now, (3) people who used mass transit occasionally, and (4) people who used mass transit regularly. These groups have significantly different perceptions about transportation alternatives. Which type of segmentation is this?

Budweiser beer was one of the official sponsors of the 2010 World Cup soccer championship held in South Africa. As such, Budweiser beer was the only beer available in the soccer stadium where the games were played. South Africans were outraged because they equate drinking Bud to drinking water. In this case, which type of segmentation should have been primarily used?

Income, ethnic background, gender, and age are all examples of which type of segmentation bases?

For years, chickens sold in grocery stores were perceived to be a rather generic product-one brand of chicken was much like another. Then Maple Leaf Foods began an advertising campaign to tell consumers its brand of chicken was tenderer and a better choice. What did Maple Leaf bring to the marketing of chickens?

With the personal and targeted nature of customer relationship management, consumers spend more time making purchase decisions.

Atomic Ranch is a new magazine that targets people who grew up in ranch-style houses, now own ranch-style houses, and appreciate articles about the history of the style and sensitive makeovers that keep the essential ranch style while allowing for modern conveniences. Which type of variables does this new publication rely on to identify its target market?

The Toronto Zoo has completed a thorough examination of its patrons, such as Chinese families and ethnic communities. It grouped the customers into three segments based on size, geographic region, and benefits sought. Would you recommend a new segmentation analysis this year?

After the market segmentation process, the marketing manager's next task is to select one or more target markets. There are three general strategies for selecting target markets. Name and briefly define each of the three strategies. For each strategy, name one advantage and one disadvantage of using the strategy.

Products such as bleaches, painkillers, unleaded regular gasoline, and some soaps are distinguished by minor differences, such as brand names, packaging, colour, smell, or "secret" additives. With these products, marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands. What are these marketers using?