Exam 8: Market Segmentation, targeting, and Positioning

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent)of its clients generated more than three-quarters (or 75 percent)of its fees and commissions.This is an example of what classic concept?

Which of the following is a criterion used for selecting a target segment?

Product differentiation refers to

Nike employs a __________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Campbell Soup Co.found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too spicy for Americans in the East and not spicy enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a spicier nacho cheese sauce than what is produced in the other plants.Campbell's is using __________ segmentation.

When considering the quick-service restaurant competition,it will be most important for Wendy's to consider not only the offerings of Burger King,McDonald's,Five Guys,and other hamburger chains but also the

Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class.Despite the shrinking pool of business-class travelers,British Airways has grown market share for its trans-Atlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.The segmentation strategy of British Airways is an example of

The segmentation strategy used by Prince Sports today is

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

The O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger sweet spot in the middle of the frame.Prince Sports has implemented a __________ strategy with its O³ innovative tennis racquet technology.

When a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets,it is referred to as

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

Figure 8-8 -The perceptual map in Figure 8-8 shows adult perceptions for beverages.Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults.It will probably be most useful to promote the drink as similar to what?

Four general categories are used to segment consumer markets.Which of these is one of them?

Behavioral segmentation may be based on

Which of these is collected from consumers to develop a product's perceptual map?

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Figure 8-6 -Figure 8-6 shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is

Market segmentation stresses __________ and relating them to specific marketing actions.