Exam 8: Segmentation, Targeting, and Positioning

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to:

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on retention of current students.You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis.What is the difference between the two? Which would you recommend,and why?

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market:

Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to:

When selecting a target market,firms should attempt to:

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is:

Firms use a differentiated targeting strategy because:

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Retail store chains often use __________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.

VALS is the most widely used __________ segmentation tool.

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of:

Rick's Computer and Copying Center has decided to target students at a newly opened satellite campus of the university.Which of the marketing mix variables will Rick use when developing a positioning strategy for his firm? Offer specific examples.

Innovators,Thinkers,Achievers,and Experiencers are VALS classifications based on:

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

__________ involves defining the firm's marketing mix variables so that target customers have a clear,distinctive,and desirable understanding of the firm's offerings relative to competitors' offerings.

Abigail wants to sell a local advertising calendar.She knows there are 2000 households in her community,and estimates 30 percent will buy a calendar.The printing company will charge a $400 setup fee and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $2,000 total profit? Show your calculations.