Exam 8: Market Segmentation, targeting, and Positioning

Universal Concerts wants to bring a series of music concerts to Canada next year.In general,western Canadians prefer country music while eastern Canadians prefer rock.In fact,a country music event in eastern Canada is very likely to have lots of empty seats.To maximize revenue,Universal Concerts should segment its Canadian market according to

In the sneaker business,Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands,as well as its own product or brand,is referred to as a(n)

About 3 percent of the population has some degree of allergic reaction,usually mild,to preservatives used in salad bars.Restaurants might consider people with these allergies as a separate segment.To implement this segmentation strategy,restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment.This multiple product,multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

Which of the following statements about market segmentation for organizational markets is most accurate?

Criteria for forming segments involve both similarities and differences.In terms of the needs of buyers,the similarities must be __________ a segment,and the differences must be __________ segments.

Variables that are based on some objective physical (gender,ethnicity),measurable (age,income),or other classification attribute (occupation)of prospective customers are used in which segmentation basis?

Which of the following is an example of a multiple products,multiple market segments strategy?

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay .50.Or you can buy a Hallmark card from its new $0)99 line of greeting cards,made with lesser-quality materials but just as sentimental,sold at Barnes & Noble bookstores.This is an example of

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste,one that claims to replenish and polish tooth enamel,the hard outer layer of the tooth that provides a protective barrier to inner layers.This new formula helps to separate the Colgate product from its top competitors,such as Crest.What marketing strategy did Colgate-Palmolive use here?

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.In this example,ExxonMobil is using which segmentation variable?

Best Foods Co.is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments.This is an example of which criterion used to select target market segments?

Segmentation based on where prospective customers live or work is referred to as

All of the following are market segmentation strategies except which?

The quantity consumed or patronage (store visits)during a specific period is referred to as

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Describe the market segmentation process.

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' or market needs and

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one,but is worthwhile if it