Exam 9: Market Segmentation Targeting and Positioning

Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carryout a full day's schedule. The segmentation strategy of British Airways is an example of

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 adds to the manufacturer's sales revenues and profits, serves customers' needs better, and

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

A market-product grid is a framework to relate the market segments of potential buyers to

Variables that are based on some objective physical (gender, ethnicity), measurable (age, income), or other classification attribute (occupation) of prospective customers are used in which segmentation base?

What are the three types of data needed from consumers to develop a perceptual map?

Explain the difference between marketing synergies and product synergies.

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

A market-product grid is a framework to relate the market segments of potential buyers to

Manufacturing a product only when there is an order from a customer is referred to as

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Which of the following is a criterion used in forming market segments?

All of the following are psychographic segmentation variables except

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

The market segmentation strategy known as frequency marketing focuses on

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

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

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called