Exam 8: Segmentation, Targeting, and Positioning

NASCAR re-directed its marketing efforts when a survey indicated that almost fifty percent of their race fans were female.What type of segmentation was used based on the survey results?

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using ________________ segmentation.

Differences in weather and climate create opportunities for:

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Create an example of geodemographic segmentation.

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of:

Within a perceptual map,a(n)_________________ represents where a particular market segment's desired product would lie.

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

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:

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

One of the reasons marketers use loyalty segmentation is:

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is _______________ his business relative to his competition.

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

How have airline companies implemented loyalty segmentation?

By designing subcompact cars specifically for Chinese consumers,American and Japanese auto makers are engaging in:

In order to develop psychographic segments,the marketer must understand consumers':

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Firms use a differentiated targeting strategy because: