Exam 9: Market Segmentation,Targeting,and Positioning

Evergreen Air Center in Marana,Arizona,is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm,dry air where the operation is located serves as a cheap and effective airplane preservative.Which organizational segmentation variable might Evergreen use to segment the market?

of the following are criterion used for selecting target market segments EXCEPT:

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 has a different formulation to relieve a specific malady for a specific targeted market segment.The maker of Alka-Seltzer is using

axes on a perceptual map are

Apple Market-Product Grid -the Apple market-product grid shown above for its computer line,the "iMac" is popular among all the segments Apple can target.This allows Apple to enjoy __________.

developing a new breakfast menu,Wendy's had to consider not only the offerings of Burger King and McDonald's but also the

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?

Segmentation based on where prospective customers live or work is referred to as

is not recommended that a firm select a target segment that

Which of the following statements best illustrates geographic segmentation?

Which of the following in NOT a criterion to use in forming market segments?

cell of the market-product grid shows the __________.

Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs.If increased revenues don't offset extra costs of this action,a marketer should __________.

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

perceptual map refers to

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

a firm produces only a single product or service and attempts to sell it to two or more market segments,it avoids __________,which often results in extremely high research,engineering,and manufacturing expenses.

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

Walt Disney Company carefully markets two distinct Winnie-the-Poohs-such as the original line-drawn figures on fine china sold at Nordstrom and a cartoon-like Pooh on polyester bed sheets sold at Walmart.This is an example of

Tailoring goods or services to the tastes of individual customers on a high-volume scale is referred to as