Exam 9: Market Segmentation, Targeting, and Positioning

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its Loft outlets, featuring moderately priced casual clothes, they were dealing with the marketing phenomenon of __________.

To be identified as a market segment, its members must

Magazines like Fitness, Field & Stream, Golf Digest, and Health all use a __________ segmentation strategy.

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

Which of the following statements regarding market segmentation is most accurate?

Frequency marketing is a strategy that focuses on usage rate.One key conclusion emerges about usage: In market segmentation studies,

If Wendy's customers are buying an eating experience, which of the following product groupings would likely make the most sense?

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

Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to

Which of the following is a consumer demographic variable?

What are two approaches to product positioning? Give an example of each approach.

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

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

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment, this market would

Five general criteria are often used to pick target segments.They include the size of the market, expected growth of the market, competitive position of the firm with respect to the market, and cost of reaching the segment.What is the fifth criterion?

A business firm segments its markets when this strategy increases its sales revenue, profit, and return on investment.When expenses are greater than the potentially increased sales from segmentation, the firm should

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and Alka-Seltzer Heartburn Relief.Each Alka-Seltzer product is targeted to a slightly different market segment.The maker of Alka-Seltzer is using

A key question to ask before using the product differentiation-market segmentation strategy is:

Which strategy involves a firm using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different and better than competing products?

The Zappos.com segmentation strategy is based on