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Exam 8: Segmenting and Targeting Markets

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Question 81

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When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with POWERade.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be consumed by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

A) geodemographic
B) usage-rate
C) demographic
D) psychographic
E) benefit

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Question 82

Multiple Choice

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All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

A) the growing number of customers who do not have time to spend shopping.
B) the fact that consumers do not want to be treated like the masses.
C) technology that allows the collection of detailed information on customers.
D) consumers are loyal to companies and brands that have earned their loyalty and reinforce it at every purchase occasion.
E) mass marketing is no longer appropriate,especially for consumer packaged-goods products.

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Question 83

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Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Home Cookin' Catering would like to improve customer satisfaction and increase repeat business.When you ask the owners to describe a typical customer,they say it is impossible and explain that with corporate functions,family affairs,and fund-raisers,they do not have a typical customer.You suggest it is time for market segmentation because:

Deal$ stores sell a wide variety of low-priced merchandise: party supplies,cleaning products,toys,food,housewares,and health and beauty products for both men and women.Many items in the store are priced no higher than one dollar.Which type of demographic segmentation is Deal$ using?

_____ is one of the potential disadvantages associated with a multisegment strategy.

While it is important to understand potential business customers' buying processes,this is not a helpful segmentation basis.

_____ is the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general and is related to the place a product occupies in consumers' minds relative to competing offerings.

Many people find it difficult to peel hard-boiled eggs.Eggies is a kitchen gadget designed to help make cooking hard boiled eggs quicker and easier.The product allows customers to hard-boil eggs without the shell.Consumers simply crack an egg,pour it into the plastic "Eggie," boil,then twist to enjoy hard-boiled eggs without the messy peeling of the eggshell after they're done.Eggies is using _____ segmentation.

A group of middle school students stop by a bicycle store.The store has just received a new shipment of high-end racing bicycles.The bicycles range in price from $1,200 to $3,000.All of the students want one of these new bikes,but none has the means to buy one.Is this group of consumers a potential market for the expensive bikes?

Ad campaigns for Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

Marketers use a variety of terms to refer to different age groups.Name several examples and describe some characteristics of each.

Sure Fit,Inc.has begun a rebranding strategy to let customers know it no longer only produces slipcovers but now also carries a line of rugs,window treatments,and bedding.Its _____ is described as women with average annual household income of $60,000 or more.

A research firm has conducted marketing research on the market for metal roofing for homes.The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighborhoods,and most subscribe to lifestyle magazines.If you were interpreting these results,you might suggest that the research firm:

A health club has a new fitness program for expectant mothers.After flyers were placed at the offices of area obstetricians,classes filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

Ford Motor Company produces passenger cars,commercial trucks and specialty vehicles,performance vehicles,and race cars.Ford uses a procedure called _____ to divide its large market.

What is a market segment? Define market segmentation and discuss why market segmentation is important to the well-being of most companies.

Which of the following statements about the teen market is TRUE?

Which of the following is NOT an advantage of an undifferentiated marketing strategy?