Exam 9: Market Segmentation, Targeting, and Positioning

Five general criteria are often used to select target segments.They include: (1)the size of the market; (2)expected growth of the market; (3)competitive position of the firm with respect to the market; (4)cost of reaching the segment;and __________.

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Frequency marketing is a strategy that focuses on

Universal Concerts wants to bring a series of country music concerts to Canada next year.In general,Western Canadians prefer country music while Eastern Canadians prefer rock.Thus,a country music event in eastern Canada is very likely to have lots of empty seats even though it is more popular than the western part of the country.If it can book only one venue,Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold out concert.

All of the following are geographic segmentation variables EXCEPT:

Describe the market segmentation process.

A market-product grid is a framework to relate the market segments of potential buyers to

A perceptual map refers to

According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Which of the following is a criterion used in forming market segments?

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."A" describes the __________ base of segmentation.

What are the segmentation bases for U.S.organizational (business)markets?

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 __________.

Head-to-head positioning requires a product to

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Nike employs a __________ strategy at its website,nikeid.com,which allows customers design a sneaker to their own personal specifications.

Explain the difference between marketing synergies and product synergies.

Campbell's Soup Company found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too hot (spicy)for Americans in the East and not hot enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a hotter nacho cheese sauce than what is produced in the other plants.Campbell's is using __________ segmentation.

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

The first step in segmenting and targeting markets that links customer needs to marketing actions is to