Exam 4: Segmentation,Targeting,and the Marketing Mix

The ad for Pepperidge Farm products reads,"Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation".It would seem that the manufacturer of these products is using:

Maiden form Brands is a global intimate apparel company that designs,sources and markets intimate apparel products such as bras,panties and "shape wear" under the Maiden form,Flexes and Lilyette brand names.Maiden form is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers,distributors,dealers and competitors have and have had for a long time for the Maiden form,Flexes and Lilyette brands.In other words,Maiden form and its major brands have strong:

What is marcom? What are the tools used in marketing communications?

Which of the following is the most likely potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE)to make Halloween costumes based on characters seen in WWE matches?

For which of the following products is its manufacturer most likely to use intensive distribution?

Several new editions of the Bible have recently been published.One is called Refuel: The Complete New Testament for Guys.Revolve: The Complete New Testament is targeted to 17-year old girls.The Sports Devotional Bible is targeted to Christian sports fans.What type of segmentation strategies are Bible publishers using?

Seagrams of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products.In this example,Seagrams is using:

When compared to consumer markets,business markets:

Hard apple cider is making a comeback.Cider consumption should hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider's drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable would you recommend Woodchuck draft cider use to define its market?

Which of the following statements about the target marketing process is true?

Brand equity is the totality of what consumers,distributors,deals and competitors feel and think about a brand over an extended period of time.

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores and department stores.What kind of distribution is used for DVD players?

The _____ for Huggies disposable washcloths with extra gentle baby wash built right in is first-time parents who have a good supply of discretionary income and who value their time more highly than they value their environment.

The first step in market aggregation is to determine the primary demand trend within the targeted market.

The sale of traditional brands of chocolate candy bars is declining.The manufacturers of candy have noticed that the demand for energy-boosters is up.As a result,they have introduced a new type of candy bar called "buzz bars." The new candy bars have 60 milligrams of caffeine,plus taurine and B vitamins.The candy industry had to create _____ for buzz bars.

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded and packaged.

The difference between McCormick's brand of spices and Penzey's brand of spices is: Penzey's brand differentiates itself by providing cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes.This is an example of a:

Gary Silva,senior vice president of sales,U.S.Auto Parts Group at Genuine Parts,says NAPA doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers",he explained.From this information,you know that NAPA targets both _____ markets.

List the four variables used in behavioristic segmentation.

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from this area of the state.The message in this headline indicates the city is using _____ to attract tourists.