Exam 9: Market Segmentation, Targeting, and Positioning

To the owner of a Wendy's fast food restaurant,the information in Figure 9-6 above suggests that Wendy's prospects are __________ of the total compared to __________ for McDonald's.

After establishing the market segments and product groupings on a market-product grid,the next step is to

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

What is market segmentation and why is it important?

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Explain the "80/20 rule."

When a telemarketer calls to sell a consumer life insurance,the last questions asked is what category does the person's household income falls into (less than $50,000;$50,000 to $99,999;and $100,000 and over).When the telemarketer asks about household income,this indicates the use of which type of consumer variable the firm is using to segment its market?

Which of the following statements demonstrate the formation of a segment based on household size?

In the early 1980s,Apple,Inc.was often called "Camp Runamok" because

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking.The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier.Mott's used a __________ strategy.

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Assume you are manager of The Outback Steak House,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market and explain why each supports the appropriate market segmentation strategy.

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.In this example,ExxonMobil is using which segmentation variable?

A market-product grid is a framework to relate

Doris Lewis owns Lewis Edibles,Inc. ,a company that makes Tongue Tinglin' BBQ Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 different regions of the U.S.What is the basis of its market segmentation strategy?

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Name Maker is an online company that sells high-end gift wrapping that can have custom slogans or names printed on it,such as the name of a person celebrating a birthday or a couple who is getting married.This made-to-order gift-wrapping is priced from $24.95 to $32.95 per 12-foot roll.This is an example of