Exam 15: Segmenting and Targeting Markets

A(n)_____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have similar product needs.

All of the following are typical bases for positioning EXCEPT:

Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids.The age-based variable that distinguishes the market for this product is an example of _____ segmentation.

Which of the following businesses would be most likely to use family life cycle segmentation?

The marketing manager of Gevalia gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee.Even though gay lifestyles are becoming more accepted socially,the manager is finding it difficult to determine the market potential for this segment because many gay consumers are not willing to admit their lifestyle publicly.Which criterion of a useful segment does this illustrate?

Pharmaceutical firms have introduced new over-the-counter antacids that block the production of stomach acids while still marketing traditional antacids.Traditional antacids treat heartburn by neutralizing stomach acid.If sales of the new acid blockers reduce sales of the traditional antacids,then _____ has occurred.

If a market segment is especially motivated by coupons in newspapers,which segmentation success criterion is most influential in the success of this program?

With multisegment targeting,a company could benefit from all of the following EXCEPT:

Procter & Gamble markets six different brands of laundry detergent,such as Tide,Era,Gain,and Dreft,each targeting a different market segment.This is an example of concentrated targeting.

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it,and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

Products such as bleaches,aspirin,unleaded regular gasoline,and some soaps are distinguished by differences such as brand names,packaging,color,smell,or "secret" additives.With these products,marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands.These marketers are using:

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.

Which type of segmentation divides a market by the amount of product bought or consumed?

All of the following have been identified as trends that will lead to the continuing growth of CRM EXCEPT:

One segment of a market is called a:

The Green Earth,a landscaping company,finds that the most difficult firms to get business from are the _____,because this group considers numerous and even unfamiliar suppliers,solicits bids,and carefully analyzes options; therefore,it requires a higher levels of customer service.

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on _____ segmentation.

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?

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for television customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer oriented.

Wrestling Merchandise Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or attend a live match. Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Walmart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks. -Refer to Wrestling Merchandise.Most wrestling fans live in the southern United States.Based on this information,what segmentation base would be appropriate?