Exam 9: Segmentation,Targeting,and Positioning

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of their race fans were female.What type of segmentation was used based on the survey results?

Marketers often create a special marketing mix for loyalty segments because these segments are

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Ronaldo wants to develop an Internet auction-based business and is working through the STP process.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n)__________ strategy.

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

Let's Dish is a meal-preparation service operating in three states.Customers visit a Let's Dish store to select and partially prepare their meals,which are then packaged for the freezer.At home,the customer can pull a meal out of the freezer and warm it in the oven or microwave.If Let's Dish wanted to expand into new locations,what segmentation method would you recommend to them? Explain how your chosen method would work for Let's Dish.

Which of these is NOT one of the main components of a value proposition?

Segmentation,targeting,and positioning

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

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

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.

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?"

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

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 assumed by the statement,"Build it,and they will come"?

The first step in the STP process is to

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