Exam 9: Segmentation, Targeting, and Positioning

Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market.The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service.He charges $25 per mowing and on average customers mow their lawns 20 times a year.Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000.How much profit would Jared make on this new segment?

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.

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 résumés,and look for new jobs.Which segmentation method is LinkedIn using?

In a perceptual map of two dimensions,how are these dimensions determined?

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.

A laptop manufacturer is considering designing and marketing a left-handed laptop,with the keyboard rearranged to better suit left-handed people.The CEO is left-handed and has pointed out to senior management that over 10 percent of the population is left-handed.It will be expensive to design this new model,so the laptop manufacturer wants to make sure that this is an attractive segment.For each of the five criteria of segment attractiveness,list a question the laptop manufacturer will want to consider in evaluating the attractiveness of "left-handed laptop users" as a segment.

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

The perceptions of __________ are being measured in a perceptual map.

To develop psychographic segments,the marketer must understand consumers'

Segmentation,targeting,and positioning

Identify how a company that manufactures salt can use a differentiated targeting strategy.

Airlines were among the first retailers to embrace loyalty segmentation when they created

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

When Talbots,an upscale women's clothing store,tries to portray an image of "traditional,conservative,and with good taste," it is appealing to its target market's

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

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

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.

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

"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(n)__________ targeting strategy.