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Exam 9: Segmentation,targeting,and Positioning

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Question 1

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Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

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Question 2

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Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.What type of segmentation method was used to segment this market?

A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior

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Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Create an example of geodemographic segmentation.

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

Demographic segmentation is segmentation based on all of the following except

Marketers often create a special marketing mix for loyalty segments because these segments are

Write a value proposition for your favorite restaurant.

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Isabella is the marketing manager of a company that manufactures salt.How can Isabella use a differentiated targeting strategy?

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online résumés,and look for new jobs.What segmentation method is LinkedIn using?

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

The first step in the STP process is to

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women.This is an example of __________ segmentation.

__________ is an extreme form of a targeting strategy.