Exam 8: Market Segmentation, targeting, and Positioning

Evergreen Air Center in Marana,Arizona,is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm,dry air where the operation is located serves as a cheap and effective airplane preservative.Which segmentation variable might Evergreen use to segment the market?

A market-product grid is a framework to relate

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

What are the three types of data needed from consumers to develop a perceptual map?

Figure 8-2 -The table in Figure 8-2 is known as a

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as

The Walt Disney Co.carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

Figure 8-8 -Assume that the perceptual map in Figure 8-8 is an accurate representation for adult consumers.A heavy consumer of mineral water is likely to think that mineral water is

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

In the early 1980s,Apple was often called "Camp Runamok" because

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

Magazines such as Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

When Ann Taylor,a well-known retailer of sophisticated women's clothing,started losing sales to its own Loft outlets that feature moderately priced casual clothes,Ann Taylor was dealing with the marketing phenomenon known as

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

Head-to-head positioning requires a product to

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in communities that have fewer than 100,000 residents.Thus,the agency is using __________ segmentation.