Exam 9: Market Segmentation, Targeting, and Positioning

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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 unique formulation to relieve a specific malady that makes them more specialized than competing products.The maker of Alka-Seltzer is using

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Question 261

Procter & Gamble (P&G)decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market consists of men aged 18 to 34 years old (Generation Y)who don't remember the Old Spice brand sold to their grandfathers (pre baby boomer)many years ago.P&G is using which type of segmentation variable?

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Question 262

All of the following are criteria used for forming market segments EXCEPT:

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Question 263

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

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Question 264

Market segmentation helps business firms to respond more effectively to the wants of groups of potential buyers in order to

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Question 265

During its market segmentation process for the Nike LeBron X basketball shoe,which sells for $200+ a pair,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

(Multiple Choice)

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Question 266

When a firm produces only a single product or service and attempts to sell it to two or more market segments,it avoids __________.

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Question 267

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All of the following are criteria used for forming market segments EXCEPT:

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

Market segmentation helps business firms to respond more effectively to the wants of groups of potential buyers in order to

During its market segmentation process for the Nike LeBron X basketball shoe,which sells for $200+ a pair,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

When a firm produces only a single product or service and attempts to sell it to two or more market segments,it avoids __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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