Exam 9: Segmentation,Targeting,and Positioning

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 areas of the U.S.,what segmentation method would probably be most useful in choosing new locations?

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.

Regina wants to position her financial services company.Regina can position her services according to all of the following EXCEPT

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

What is the best situation in the Circles for a Successful Value Proposition framework?

Write a value proposition for your favorite restaurant.

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.This type of advertising will be more useful to marketers engaged in __________ segmentation.

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.

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Develop a lifestyle segmentation scheme for students at your 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.

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

Psychographics is the segmentation method that delves into how consumers

The Lite beer commercial with the slogan,"less filling,tastes great," was based on __________ segmentation.

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online resumés,and look for new jobs.Write a value proposition for LinkedIn.

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

List the steps in the segmentation,targeting,and positioning process.

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.

How have airline companies implemented loyalty segmentation?

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

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