Exam 9: Market Segmentation,Targeting,and Positioning

Between 2 and 3 percent of the population have some degree of allergic reaction,usually mild,to preservatives used in salad bars.Restaurants might consider people with these "allergies" as a separate segment.To implement this segmentation strategy,restaurants would have to have a regular salad bar and a special salad bar for the allergies segment.This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

Kellogg's different cereals are each targeted at a different type of user.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one but seems worthwhile if it adds to the manufacturer's sales revenues and profits,doesn't reduce quality or increase price,and

Market segmentation involves aggregating prospective buyers into groups that (1)will respond similarly to a marketing action and (2)

Figure 9-10 -the early 1980s,Apple,Inc.was often called "Camp Runamok" because

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

Which of the following statements about market segmentation for organizational markets is most accurate?

Kellogg's different types of cereals are each targeted at a different type of user.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one,but seems worthwhile if it serves customers' needs better,doesn't reduce quality or increase price,and

companies have cut travel budgets so that very few business people are authorized to fly first class.Despite the shrinking pool of business-class travelers,British Airways has grown market share for its transatlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.The segmentation strategy of British Airways is an example of

Which of the following is a criterion used in forming market segments?

purpose of the five key steps in segmenting and targeting markets that link customer needs to marketing actions is to

Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?

Which of the following is an example of a multiple products and multiple market segments strategy?

Which of the following statements about Zappos is most accurate?

company name Zappos was chosen because it

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

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 of __________.

Universal Concerts wants to bring a series of country music concerts to Canada next year.In general,Western Canadians much prefer country music while Eastern Canadians prefer rock.Thus,a country music event in eastern Canada is very likely to have lots of empty seats even though it is more populous than the western part of the country.If it can book only one venue,Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold out concert.

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Figure 9-6 -an owner of a Wendy's fast-food restaurant,the information in Figure 9-6 above suggests

Which of the following is an example of a "Tiffany/Walmart" strategy?