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Exam 9: Market Segmentation, Targeting, and Positioning

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Question 71

Multiple Choice

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The process of segmenting a market and selecting specific segments as targets is the link between _____ and the organization's marketing program.

A) self-regulatory industry standards
B) government regulations
C) top-level management
D) various buyers' needs

E) None of the above
F) A) and C)

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Question 72

Multiple Choice

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When compared to a multiple-products-multiple-market segments strategy,a one-product-and-multiple-market-segment strategy:

A) is a much more effective means of meeting consumers' individual needs.
B) is much more profitable.
C) creates greater economies of scale (cost savings) in manufacturing costs.
D) is a more effective way of meeting organizational objectives.

E) C) and D)
F) B) and D)

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Question 73

Multiple Choice

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When you enter the grocery store you ask yourself: "How many litres of milk should I buy?" This is an example of a(n)

Which of the following is NOT a criterion used for selecting a market segment?

William Morris talent agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in communities that had less than 100,000 people.This would be segmenting the market by _____ variables.

To be identified as a market segment,its members must:

When Procter & Gamble introduced Crest toothpaste,the first fluoride toothpaste,it was intended for use by children and was therefore given a child-appealing bubble gum flavour.Sometime later,the same basic formula was given a fresh,minty flavour to appeal to adults.What is this marketing strategy called?

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target market,this market would:

Differentiate between market potential and sales forecast.

Superba Cravats is a major marketer of men's bow ties.It estimates there are 20 million buyers of bow ties each year,that the average wearer of bow ties purchases 4 ties per year,and that the average price per bow tie is $10.Superba Cravats currently has a market share of 20 percent,which it expects will increase to 25 percent in the coming year as a result of its new relationship marketing program.The sales forecast or company forecast for Superba for the coming year would be:

A non-profit food bank was gathering and handing out food to anyone who requested it.It now wants to only give free food to people who go hungry on a regular basis.This will be the market segment it targets.How will the evaluation of its market segment strategy differ from that used for a retail store?

What are the four types of data needed from consumers to develop a perceptual map?

Describe the key differences and how might marketers use this information of the five major social media user groups in Canada,as identified by Environics.

A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors.The map is based on perceptions of:

When assessing different types of 'recovery drinks' to consume post-workout,you recall an ad from the Dairy Farmers of Canada highlighting the differences between chocolate milk and Gatorade.You have formed a ____________ map in your mind relative to the benefits of each.

Firmographics involves both organizational or business characteristics-such as location,size of firm,industry category,corporate activities,business objectives,and buying objectives-and characteristics of the composition of the organization-which include each of the following EXCEPT:

What was the core reason why Zappos.com stopped shipping to Canada?

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in marketing planning.

Pristine Carpet Cleaning uses last year's sales as a starting point to estimate next year's sales and then looks at positive and negative influences that may affect sales.This is an example of:

Zappos.com currently targets which market segment?