Exam 9: Market Segmentation Targeting and Positioning

Procter & Gamble (P&G) decided to skip a generation of consumers when it began to market Old Spice deodorant. The target market consists of men aged 18 to 34 years old (Generation Y) who don't remember the Old Spice brand sold to their grandfathers (pre baby boomer) many years ago. P&G is using which type of segmentation variable?

A depiction of a __________ for beverages in the minds of adults is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.

Universal Concerts wants to bring a series of music concerts to Canada next year. In general, western Canadians prefer country music while eastern Canadians prefer rock. In fact, a country music event in eastern Canada is very likely to have lots of empty seats. To maximize revenue, Universal Concerts should segment its Canadian market according to

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

Which of the following is an example of a multiple products, multiple market segments strategy?

Describe the four general bases that are used to segment consumer markets.

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

Zappos' original target market customers consisted of people who wanted all of the following except

To effectively position a product or brand, companies take four steps: (1) __________; (2) discover how target customers rate competing products or brands with respect to critical attributes; (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.

Banana Republic, the clothing retailer, focuses a large proportion of its promotional activities toward its Banana Republic Luxe credit card holders. These Luxe cardholders must reach a specific spending threshold in each year of patronage. The company is using __________ segmentation.

Hallmark placed its scrapbook supplies, photo albums, and related supplies into one product group because

What are the segmentation bases for U.S. organizational (business) markets?

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

ChoiceShirts is an online company that makes made-to-order T-shirts. Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch. This is an example of

Market segmentation first stresses the importance of grouping people or organizations, according to the similarity of their needs and the benefits they are looking for in making a purchase, as represented by which stage of the market segmentation process?

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Market segmentation stresses __________ and relating them to specific marketing actions.

Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that claims to replenish and polish tooth enamel, the hard outer layer of the tooth that provides a protective barrier to inner layers. This new formula helps to separate the Colgate product from its top competitors, such as Crest. What marketing strategy did Colgate-Palmolive use here?