Exam 8: Segmenting and Targeting Markets

Business marketers focus on all of the following market segments EXCEPT:

Market segmentation:

Piper Corporation makes aircrafts.It produces several different planes for three categories of customer: Professional,Personal,and Trainer.What type of targeting strategy is Piper using?

A(n)_____ is a group of people or organizations for whom an organization designs,implements,and maintains a marketing mix intended to meet the needs of that group,resulting in mutually satisfying exchanges.

Which of the following is a means of displaying or graphing,in two or more dimensions,the location of products,brands,or groups of products in customers' minds?

Coca-Cola launched a new Black History television commercial on BET to coincide with the Martin Luther King Jr.holiday.  The ad is just one element of a strategy for connecting with African-American consumers.Coca-Cola's segmentation plan for this promotional campaign is based on _____ segmentation

Until the 1990s,few firms practiced market segmentation.

Marketers use demographic information to segment markets because it is widely available and often related to consumers' purchasing and consumption behavior.List five common bases used by marketers for demographic segmentation.For each base listed,give an example of a product specifically targeted to the needs and wants of the segment identified within the base.

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

H&M plans to open a new store in Saudi Arabia.It will be staffed completely by women.Saudi Arabia has strict laws about women interacting with men other than their husbands so only women will be permitted to shop there.Which type of demographic segmentation is H&M using?

Karry-Lite,the manufacturer of lightweight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

The Ritz Carlton hotel chain is renowned for its service and individual treatment of its customers.All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer.If a business traveler ordered soft pillows,only wanted martinis in his mini bar,and needed access to a fax machine,he would find all of these amenities in his room when he arrived.The Ritz Carlton is basing its one-to-one marketing on which of the following trends?

What is geodemographic segmentation? What is the result of geodemographic segmentation? Give one specific example that illustrates this type of segmentation.

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses _____ segmentation.

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Discuss the four trends that have resulted in the continuing growth of one-to-one marketing.

Mercedes-Benz Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles. With increasing fuel prices and stricter U.S. fuel-economy standards coming down the pipeline, Daimler doesn't want to be left behind. Daimler is behind its competition, though. Its German rivals, Audi and BMW, have been relatively successful in the U.S. BMW"s Mini Cooper, demanding as much as $34,000, has already driven away with some of Daimler's potential sales. While Daimler already offers the Smart car in the U.S., the new offerings will not be going after the same consumers. -Refer to Mercedes-Benz. One potential problem is that some of the purchasers of Daimler's downsized luxury vehicles could be consumers who would have purchased a larger,higher-priced Mercedes-Benz. This situation is called:

Kraft Foods plans to tailor different ads for different neighborhoods in the same region.For example,viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood.Kraft's strategy best exemplifies _____ segmentation.

What are the four criteria that are necessary to define a market?