Exam 15: Segmenting and Targeting Markets

Zatarains offers packaged spice mixes for jambalaya,gumbo,and red beans and rice.Consumers can buy the product in the store,so Zatarains sells individual household-size packages to resellers.It also sells institutional-size packages to military bases,schools,restaurants,and other large organizations.The marketers of Zatarains would most likely segment the business market according to:

The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never utilized mass transit,(2)people who utilized mass transit in the past but not now,(3)people who utilized mass transit occasionally,and (4)people who utilized mass transit regularly.These groups have significantly different perceptions about transportation alternatives.This is an example of _____ segmentation.

To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.

Marketers are rediscovering that the "one-size-fits-all" approach to marketing is still relevant.

A product's position refers to where it is located on store shelves.

Company characteristics,such as geographic location,type of company,company size,and product use,can be important segmentation variables.

Johnson Publishing Company,the world's largest African American-owned publishing company and home of Ebony magazine,has forged an alliance with Dan River,Inc.to create luxury bed and bath products for the newly developed Ebony Home brand.This brand will use the strong relationship the publisher has with the African American market to sell the brand.What form of demographic segmentation will be used to market the Ebony Home brand?

According to the criterion of _____,a selected segment must be large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.

Small firms often adopt a concentrated marketing strategy to compete effectively with larger firms.

Fisher-Price developed a line of toys for infants in China.Babies make up the market for these products.

NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR driver.These fans are not concentrated in any one area but are dispersed throughout the United States.A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father: Facts,Tips,and Advice for Dads-to-Be.It is an advice book for men whose partners are expecting a baby.The market for this book is based on demographics.

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

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 United States. 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 United States, 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:

Many children on the autism spectrum like to chew on clothing,paper,or anything that they can find.Kid Companions manufactures nontoxic,plastic chewable jewelry for kids to wear.The product is a great way to keep kids from chewing on their clothes,while letting them work through their chewing tendencies.However,the company is unsure how to reach parents and therapists with information about their product.This illustrates a segmentation problem with:

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.

Thompson Pools installs and maintains swimming pools.They group their customers according to their needs: new installs,regular maintenance,and frequent product consumers.When do they need a new segmentation analysis?

A series of stages determined by a combination of age,marital status,and the presence or absence of children is known as the:

_____ is the segmenting of markets based on the region of the country or the world,market size,market density (number of people within a certain unit of land),or climate.