Exam 8: Market Segmentation, targeting, and Positioning

Assume you are manager of the Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market and explain why each supports the appropriate market segmentation strategy.

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Organizational synergy is the increased customer value achieved through

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3-D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Which of the following is not a reason to segment a market?

In the athletic shoe market,Adidas AG and Nike,Inc.practice __________ positioning since both companies vie for the same customers with technologically advanced products.

Which of the following is a basis used to segment U.S.organizational markets?

The purpose of the five key steps in segmenting and targeting markets is to

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Figure 8-2 -Consider Figure 8 -2.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research shown in Figure 8-2,which market-product combination should My Pillow target?

After establishing the market segments and product groupings on a market-product grid,the next step is to

The best segmentation approach is the one that

Explain the difference between marketing synergies and product synergies.

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 only one but is worthwhile if it

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?