Exam 9: Segmentation, Targeting, and Positioning

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based primarily on

Write a value proposition for your favorite restaurant.

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is attractive relative to all of the following except

What is the best situation in the Circles for a Successful Value Proposition framework?

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is not a valid reason?

How have airline companies implemented loyalty segmentation?

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

__________ is an extreme form of a targeting strategy.

For products like clothes pins,which provide the same benefit for all consumers,marketers should probably use a(n)________ strategy.

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

The National Hockey League redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female.This is an example of __________ segmentation.

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using