Exam 15: Segmenting and Targeting Markets

E&V Bridal Studios,a wedding consulting business,only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies.What type of segmentation strategy does the wedding consultant use?

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

_____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

The marketing researcher for Bubastis Cat Treats has noticed a growing number of cat owners purchasing organic treats for their pets.The researcher thinks there is a market for organic cat treats,but she's not sure if the segment is substantial.In this case,substantiality means the segment:

Explain what is meant by positioning.Describe the bases marketers use to position products and services.

A research firm has conducted marketing research on the market for metal roofing for homes.The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighborhoods,and most subscribe to lifestyle magazines.If you were interpreting these results,you might suggest that the research firm:

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?

List,in correct order,the steps in segmenting a market.

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.

Military Spouses is the only publication in the world that targets readers who are "married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n):

Almost all cell phones sold in the United States are black or gray.Almost all cell phones sold in Europe are colorful,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

Market segmentation can assist marketers to do all of the following EXCEPT:

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

U.S.paint manufacturers traditionally use different formulas for developing paint to be used in the humid Southeast,the frigid Midwest,and the hot and dry Southwest.This is an example of how demographic segmentation is used.

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.

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools.This program,called the Box Tops for Education Program,is a means of changing light users into heavier users.In other words,it is a form of _____ segmentation.

A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT:

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient.This is an example of:

To be useful,a segmentation scheme must produce segments that meet four basic criteria.The criteria are: