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 United States,what segmentation method would probably be most useful in choosing new locations?

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?

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

In the Circles for a Successful Value Proposition framework,the portion of the customer needs/wants circle that doesn't overlap with anything else represents

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.All of the following are valid reasons except

Which of the following would not be used in calculating the profitability of a segment?

Why do marketers often use perceptual maps when developing positioning strategies?

Which of the following defines a value proposition?

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

With access to the Internet nearly universal in the United States,many potential market segments have become more

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

When selecting a target market,firms will be most successful if they

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges)and high quality.He is positioning the institution based primarily on

You are employed at a hotel near Boston University,and want to increase the hotel's appeal to the parents of university students.How could the hotel market itself to these parents?

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

For products like clothes pins,which provide the same benefit for all consumers,marketers should probably use a(n)________ strategy.

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based primarily on

Segmentation,targeting,and positioning

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