Exam 9: Market Segmentation, Targeting, and Positioning

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in forming market segments.

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

Many companies have cut travel budgets so that very few business people are authorized to fly first class.Despite the shrinking pool of business-class travelers,British Airways has grown market share for its transatlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.The segmentation strategy of British Airways is an example of

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

A business firm goes to the trouble and expense of segmenting its markets when

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy most likely to exploit marketing synergies and efficiencies would be to target

All of the following would be a logical way to group the products Wendy's sells at its restaurants EXCEPT:

The segmentation strategy used by Prince Sports today is

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

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

A market-product grid refers to

Magazines like Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

Variables such as location,the North American Industry Classification System (NAICS)code,and type of buy are all examples of ways to

The quantity consumed or patronage (store visits)during a specific period is referred to as

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."B" describes the __________ base of segmentation.

When expenses are greater than the potential increased sales from market segmentation,a firm should

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

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

The O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports has implemented a __________ strategy with its O³ innovative tennis racquet technology.

Market segmentation refers to