Exam 9: Market Segmentation,Targeting,and Positioning

Timex wristwatches can be purchased for less than $30 while some Rolex wristwatches carry a price tag of several thousand dollars.In general,consumers view Timex watches as being dependable,relatively accurate,and inexpensive.The Rolex brand tends to be perceived as an expensive status symbol.Timex watches can be purchased in drug stores,discount stores,and department stores in all sizes of communities.Rolex watches are distributed more selectively,and are often available only in fine jewelry stores or specialty shops in major cities.By using distinctly different pricing and distribution strategies,the marketers of Rolex watches

relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n)__________.

Market segmentation stresses __________ and relating them to specific marketing actions.

Which of the following is NOT a reason to segment a market?

Frequency marketing is a market segmentation strategy that focuses on

marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

minimize the cannibalization of a brand's sales within its product line,firms often use

the sneaker business,Heelys initially was practicing __________ positioning with sneakers that were similar in consumers' minds,so it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel.

Criteria for forming segments involve both similarities and differences.The similarities must be ____________ a segment,and the differences must be __________ segments.

segmentation strategy used by Prince Sports today is

Figure 9-10 -Figure 9-10 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus after you've chosen the market segments to target and the product groupings to offer based on the market size estimates.The next step is to develop a simple marketing action to reach a target market.Sending out coupons for "10 percent off all purchases between 2:00 PM and 4:30 PM" during the winter quarter would target potential

Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market consists of businesses that use a lot of energy like its first customer,a fertilizer manufacturer that was located in a rural area.If the firm decides to expand to the U.S.,it most likely will use which of the following strategies to segment its market?

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Which of the following is a criterion used for selecting a target market?

best segmentation approach is the one that

Usage rate refers to

are the segmentation bases for U.S.organizational (business)markets?

Grape-Nuts cereal has been marketed since the early 20^th century.Its market share has been steadily declining as consumers began associating it with something their grandfathers ate.Post recently launched a campaign to increase consumption of the cereal by inviting consumers to sprinkle the crunchy cereal on yogurt,salad,or soup as a delicious addition.Post wanted to convince people either who had never tried the cereal or who were familiar with the product to use it in a variety of different ways.In this example,Post is using which segmentation variable?

Figure 9-1 -Figure 9-1 above,"C" represents which stage of the market segmentation process?