Exam 8: Market Segmentation, Targeting, and Positioning

Which of the following is NOT a common basis for segmenting consumer markets?

Geographic information systems (GIS) simplify the job of analyzing marketing information by placing data in a spatial format.The result is a map overlaid with digital data about consumers in a given area.

Chinese Canadian consumers have been described as value and brand conscious.

What is a characteristic of using demographic segmentation abroad?

Since rubber purchased by Goodyear is utilized to manufacture tires that are ultimately used by consumers on the automobiles they purchase, rubber is a consumer product for Goodyear.

A firm that uses market segmentation assumes that different types of customers with different needs, preferences, and purchasing power can be served by a single marketing mix.

Which of the following market segments could a marketing organization MOST effectively promote to and serve based on the segment's size and profit potential?

Which of the following age groups would marketers of life insurance MOST likely target?

The Gap markets apparel to children, teens, and adults through different storefronts, including The Gap, Gap Kids, and Baby Gap.What is this practice called?

According to Engel's laws, what happens as family income increases?

Which of the following LEAST describes concentrated marketing?

Kyle plans to buy new tires for a converted bus his family uses for camping trips.The tires are the same type used on General Motors commercial trucks and can be purchased from Industrial Tire Company.How are the tires that Kyle will buy for this bus classified?

What positioning strategy would use the slogan "You don't pay more, you get more"?

A marketer that is interested in finding out the lifestyle profile of the consumers in its target market would find demographic segmentation tools the most useful.

Home Depot introduced a new line of riding lawn mowers.However, the company believed the residence location of the population in certain areas did not merit carrying the mowers in that population.Which of the following BEST describes why the company MOST likely made this decision?

What has been an observed change in family life cycle behaviour noted by researchers in the past decade?

What do pizza delivery companies use to succeed in delivering thousands of pizzas to Canadian homes on Super Bowl Sunday?

Up & Away Flying Corporation recently began manufacturing small aircraft for private use.The planes are made one at a time in a small, four-person factory.As a result of its small size and lack of financial resources, concentrated marketing might be the ideal marketing strategy in order to compete with larger firms in the industry.

A marketer of a new brand of outdoor furniture wants to know more about the personalities and lifestyles of the intended consumer market in order to help match its product offerings with this segment's needs. What would be wise to use as a means of achieving this goal?

Discuss the concept of market segmentation and how it relates to consumers and businesses.