Exam 8: Segmentation, Targeting, and Positioning

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographics:

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a __________ targeting strategy.

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider:

For products like pencils and paperclips,marketers should probably use an undifferentiated targeting strategy.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female.This is an example of __________ segmentation.

College students can be a less __________ market segment because students' media habits are quite diverse.

When Talbots,an upscale women's clothing store,tries to portray an image of "traditional,conservative,and with good taste," they are appealing to their target market's:

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.

Create an example of geodemographic segmentation.

The first step in the STP process is to establish an overall strategy.

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

China Mobile has identified segments for its services including rural farmers,college students,and wealthy businessmen.These are examples of __________ segments.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and:

It would be logical for bathing suit marketers to use geographic segmentation.

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Overriding desires that drive how we live our lives are called: