Exam 9: Market Segmentation,Targeting,and Positioning

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display product groupings in this manner?

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.Assume students who live in dormitories or apartments on or near the campus cannot use student parking lots.Placing flyers under windshield wipers of cars parked in student parking lots on weekdays between 7:00 AM and 4:00 PM that offer a $2 off coupon on any meal during the fall quarter would be especially targeted at potential

Figure 9-11 -perceptual map in Figure 9-11 above shows how various drinks are seen in the minds of adult consumers.Suppose a coffee producer wants to increase sales.As the account executive for the coffee producer's advertising agency,you want to create comparative ads showing that coffee presently is healthier (has higher nutrition)than which beverage?

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

William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in small town communities that have less than 100,000 people.Thus,venues segmentation is a form of __________ segmentation.

Explain the difference between marketing synergies and product synergies.

key to effectively positioning a product or brand is discovering its perception in the minds of potential customers.To do this,companies take four steps: (1)__________; (2)discover how target customers rate competing products or brands with respect to these attributes; (3)discover where the company's product or brand is on these attributes in the minds of potential customers; and (4)reposition the company's product or brand in the minds of potential customers.

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

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

According to the Apple market-product grid above,Apple would most likely get the LEAST market synergies from

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 adds to the manufacturer's sales revenues and profits,serves customers' needs better,and

Figure 9-5 -According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

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

Assume you are manager of The Outback Steak House,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and its (their)respective segmentation variable(s)you would use to segment the U.S.market and explaining why each the appropriate market segmentation strategy.

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

framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

Figure 9-6 -an owner of a Wendy's fast-food restaurant located near a large urban university,you need to analyze your customers and determine which segmentation base and its associated variable(s)you will use to segment your target market.Which segmentation base and associated variable (s)should you use?

Alamo,a car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Alamo likely segments its market by

would an organization produce a single product or service and then attempt to sell it to two or more market segments?

graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a