Exam 4: Segmentation, Targeting, and the Marketing Mix

A target market can be classified into two types, namely, consumer markets and business markets.

The process of market segmentation is a three-step process that begins with planning, defining the product, and identifying the market.

The differences between Golden Harvest brand canning jars and Mason brand canning jars is not readily visible. Both are made of heavy glass that will not break easily. Through its advertising, Golden Harvest advertises that its jars are made with a glass that is 100 percent free of all impurities. In this way, Golden Harvest is using _____ to differentiate its product from those of the Mason brand.

Joe Boxer products can only be found at Kmart and Sears. Joe Boxer is best described as a(n):

Once a company decides to use indirect rather than direct distribution, it must choose one of the three strategies of distribution. Discuss what each choice means in terms of product availability to final consumers.

Customers who might buy Muir Glen brand organic soups are people who like soup, want to try something different, don't have time to cook, worry about putting chemicals in their bodies, and are vegetarians. These various groups who may be in the market for Muir Glen soups are all examples of:

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

A(n) _____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.

One of the primary roles of advertising is to communicate product utility.

While you cannot find televisions 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 televisions?

In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families. Plus, women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation.

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

Another name for manufacturer's brands is:

Unlike the McCormick's brand of spices, the Penzeys brand of spices provides cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes. This is most likely an example of a:

Hard apple cider is making a comeback. Cider consumption is expected to 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?

The most recent trend in new candy bars is candy bars loaded with caffeine. In March 2008, Hershey Company, a large candy manufacturer, introduced a brand of high-caffeinated candy under the Starbucks brand name. What type of banding strategy is Hershey's using with this new product?

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

Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.

To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines, and started distributing the product through gourmet coffee shops. What has been changed?

Distinguish between primary demand and selective demand.