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Exam 9: Market Segmentation, Targeting, and Positioning

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Question 21

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Which of the following is an example of a multiple products and multiple market segments strategy?

A) College Football magazine selects different covers for essentially the same written content in order to appeal to different geographic markets in the U.S.
B) A new movie used several different movie trailers.One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C) Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of cargo.
D) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and cat litter boxes.
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

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Question 22

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Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

A) a low-priced product to a high-income or high net worth segment.
B) a high-priced product to a low-income or low net worth segment.
C) different variations of the same basic offering to high-end and low-end segments.
D) a high-priced and a low-priced offering to a single market segment.
E) different offerings to high-end and low-end segments.

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Question 23

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All of the following are behavioral segmentation variables EXCEPT:

Custom Foot operates six retail locations.At first glance,none looks any different from your basic old-fashioned shoe store,but the only boots on hand are display models.There's no inventory for sale and customers go home empty-handed-at least initially.Customers browse the store,mixing and matching design components such as style,color,and leather type.About 100 display boots provide style guidelines.Once you choose a boot style,you select materials,colors,and textures.Custom Foot guarantees your boots will be ready within three weeks.This is an example of

Marketing synergies often come at the expense of product synergies because

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as __________.

About 3 percent of the population has some degree of allergic reaction,usually mild,to preservatives used in salad bars.Restaurants might consider people with these allergies as a separate segment.To implement this segmentation strategy,restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment.This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

According to Tony Hsieh,CEO of Zappos,the company devotes the greatest amount of time to

As an owner of a Wendy's fast-food restaurant located near a large urban university,you need to analyze your customers and determine which segmentation base and its associated variable(s) you will use to segment your target market.Which segmentation base and associated variable (s) should you use?

It is not recommended that a firm select a target segment that

Which of the following is NOT a reason to segment a market?

Cannibalization would most likely occur if

Usage rate refers to

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

__________ often come at the expense of __________ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Market segmentation stresses __________ and relating them to specific marketing actions.

When a new product or a new retail chain steals customers and sales from older existing ones of an organization,this is referred to as

When a firm chooses a one product,multiple market segment strategy,its customers are likely to see __________.

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on