Exam 8: Market Segmentation, Targeting, and Positioning

Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions. This is an example of what classic concept?

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

-In the United States, the Harry Potter series of books were often at the top of The New York Times fiction bestseller list. These books have been marketed by turns to preteen, teen, and adult readers around the world with creative marketing, including different book covers. Scholastic Press, the publisher of the Harry Potter books in the U.S., is using which of the following segmentation strategies?

The best segmentation approach is the one that

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

New Balance makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush, smooth, and stable ride." And its Made in America, top of the line, 990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability, a stability-enhancing ABZORB^→ idsole, and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of

The Walt Disney Company 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

What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?

The market segmentation strategy known as frequency marketing focuses on

A market-product grid is a framework to relate

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

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals - such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

To create a market-product grid for bed pillows, the most effective way to segment the market would be using

Nike employs a __________ strategy at its website, nikeid.com, which allows customers design a sneaker to their own personal specifications.

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

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

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

Cannibalization would mostly likely occur if

Segmentation based on what product features are important to different customers is known as

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as