Exam 9: Segmentation, Targeting, and Positioning

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online résumés,and look for new jobs.Write a value proposition for LinkedIn.

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment it might not get with Diet Coke.

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market.The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service.He charges $25 per mowing and on average customers mow their lawns 20 times a year.Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000.How much profit would Jared make on this new segment?

Create an example of geodemographic segmentation.

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

The first step in the STP process is to

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

The first step in the STP process is to establish an overall strategy.

One of the reasons marketers use loyalty segmentation is

Overriding desires that drive how we live our lives are called

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n)__________ strategy.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Marketers often create a special marketing mix for loyalty segments because these segments are

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Segmentation,targeting,and positioning