Exam 9: Segmentation,targeting,and Positioning

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

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

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

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets.Kim then tailored her service and marketing message to the interests and schedules of that audience.Kim initially used __________ segmentation and then used __________ segmentation.

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

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.Write a value proposition for LinkedIn.

The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 60 or more demographic and lifestyle characteristics.This market research tool is an example of __________ segmentation.

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being

For products like pencils and paper clips,marketers should probably use an undifferentiated targeting strategy.

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets.She knows she can tailor her service and marketing message to the schedules and interests of this audience.How will Kim evaluate the attractiveness of this segment?

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 20 years.Donald is __________ his business relative to his competition.

Fiona is looking to expand her pet grooming business and wants to evaluate the profitability of a potential new market.The area she is looking at has 2,000 homes and Fiona estimates that 20 percent of them would be likely to use her service.She charges $45 per grooming and on average customers groom their pets six times a year.Fiona estimates her variable costs to expand her business will be $10 per grooming and her fixed costs are $10 ,000.How much profit would Fiona make on this new segment?

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

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.

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

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

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

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

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