Exam 9: Market Segmentation, Targeting, and Positioning

Doris Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' B.B.Q.Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

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

Usage rate refers to

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume the large market (shown by a "3") is 3 times the size of the small market (shown by a "1").Similarly, assume the medium market (shown by a "2") is twice the size of the small market.The largest potential market segment is for

A commonly used term that focuses on usage rate is __________.

When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

FIGURE 9-1 -Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

Frequency marketing is a strategy that focuses on

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 traditional families, it appears the State of Alabama Board of Tourism has segmented the market using __________ variables.

Perceptual map refers to

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

Motts Applesauce used an advertising campaign to change the way consumers thought about applesauce from a dinnertime side dish to a replacement for cooking oil in baking.The advertising message was that using applesauce in baking cuts calories and also makes the resulting baked good healthier.Motts was using a __________ strategy.

In the United States, the Harry Potter series of books were often at the top of The New York Times fiction best-seller list.These books have been marketed to preteen, teen, and adult readers around the world.Scholastic, the publisher of the Harry Potter books, is using which of the following segmentation strategies?

will respond similarly to a marking action is referred to as __________.

FIGURE 9-4 -Figure 9-4 above 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 by

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

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

The best term to describe either market or product synergies would be

Product positioning refers to