Exam 9: Market Segmentation Targeting and Positioning

The axes on a perceptual map are

Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions. This is an example of what classic concept?

Head-to-head positioning requires a product to

The purpose of the five key steps in segmenting and targeting markets is to

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' or market needs and

Campbell Soup Co. found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too spicy for Americans in the East and not spicy enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a spicier nacho cheese sauce than what is produced in the other plants. Campbell's is using __________ segmentation.

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state. Since the apparent target of these ads is the traditional family, it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

When considering the quick-service restaurant competition, it will be most important for Wendy's to consider not only the offerings of Burger King, McDonald's, Five Guys, and other hamburger chains but also the

The fifth step in segmenting and targeting markets that links customer needs to marketing actions is to

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Imagine that the agency decided the singer would not perform at venues located in communities that have less than 100,000 people. Thus, the agency is using __________ segmentation.

Which of the following is a consumer market demographic segmentation variable?

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking. The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier. Mott's used a __________ strategy.

Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it meets customers' needs better, doesn't reduce quality or increase price, and

If Wendy's customers are buying an eating experience, which of the following rationales would make the most sense if you were to group the products Wendy's sells?

One approach to positioning a new product in a market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Alamo, a car rental firm, targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year. Alamo likely segments its market by

Personality and lifestyle are both variables used to employ __________ segmentation.

Chip-N-Dough Cookie Co. will let you select cookies and put a photo of yourself on the tin. This is an example of

When a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets, it is referred to as