Exam 9: Market Segmentation Targeting and Positioning

Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where the operation is located serves as a cheap and effective airplane preservative. Which segmentation variable might Evergreen use to segment the market?

Marketing synergies often come at the expense of product synergies because

Doris Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' BBQ Sauce. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just

Today, marketers are increasingly emphasizing a Tiffany/Walmart strategy, which is to offer

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as a

A perceptual map enables a manager to see how __________ perceive competing products or brands, as well as the firm's own product or brand.

Segmentation based on what product features are important to different customers is known as

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its own Loft outlets that feature moderately priced casual clothes, Ann Taylor was dealing with the marketing phenomenon known as

College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late-night snack. However, their dorm rooms are often woefully short of space. MicroFridge marketers understand this and offer a combination microwave, refrigerator, and freezer targeted to these students. MicroFridge is most likely using which basis of segmentation?

Two key types of synergies are

Four general categories used to segment consumer markets are geographic segmentation, demographic segmentation, __________, and behavioral segmentation.

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

One marketing action that can be taken to sell a single product or service to multiple market segments is to

Explain what a market-product grid is and how it is used.

To effectively position a product or brand, companies take four steps: (1) identify the important attributes for the product or brand class; (2) __________; (3) discover where the company's product or brand is on these attributes in the minds of potential customers; and (4) reposition the company's product or brand in the minds of potential customers.

Nike employs a __________ strategy at its website, nikeid.com, which allows customers to design a sneaker to their own personal specifications.