Exam 9: Market Segmentation, Targeting, and Positioning

Gabriela's is a boutique gift shop that carries a variety of high quality items. Gabriela has recognized that she can't sell everything for everyone, but she does want to have items for major parts of the market. For example, she recently added men's leather goods, including wallets, belts, and cell phone covers to the women's purses and shoes she already carried. In addition, Gabriela has items for children such as backpacks. By identifying different customer groups, Gabriela has engaged in:

Segmentation by benefits sought is a product-related segmentation approach that:

The market segmentation that is based on the stages of the family lifecycle is a form of demographic segmentation.

In your regular goods and services consumption activities, you purchase products from the wholesaler for resale and for use in your store's daily operations. You also purchase products that you will feature in the gift baskets you make. On the basis of this information, which of the following best describes the market component you are part of?

Cecile, the chef at Chez Cecile, shops at the same farmers market that you do to buy fresh items for her restaurant. Cecile seems very knowledgeable about the vegetables she purchases, and you have started to buy the same items she does for your own consumption. When Cecile buys vegetables for her restaurant, they would be considered:

Developing a relevant user profile is the first step in the market segmentation process. How are segment profiles used to identify the typical customer in each segment?​

Dell Computer offers a variety of desk top, tablet, and laptop computers. One popular product line is Dell's Alienware - built for gamers with high speed processors, enhanced memory and special graphics cards. What marketing principle is Dell utilizing with its Alienware product line?

The tagline used by Blue Jet cleaners, "Pay for Performance," is an example of a positioning strategy that is based on _____.

Four key approaches to segmentation are discussed in the text. Which of the following is NOT one of those approaches?

A technology company that makes computers for professional use is trying to segment its customers. The company asked some professional computer users to evaluate the importance of various computer attributes that influence their purchase decisions and then used this data to segment the consumers based on similar response patterns. This is an example of segmentation by:

Firms often purchase legal services from external consultants. However, as this does not directly contribute to the firm's production activities, legal services cannot be considered a business product.

"For the same dollars that you spend on a no-frills ticket to Los Angeles, fly Business Class with us!" is the advertising statement issued by FlyHigh Airlines. It represents an attempt by FlyHigh Airlines to position itself with respect to its competitors.

Madeline always travels on Delta Airlines. Even though other airlines might have a more convenient flight schedule or a slightly lower cost, Madeline wants her miles! Delta, like almost all airlines, offers a "frequent flyer" program, where travelers accumulate miles for each flight in order to earn free flights or upgrades. In Delta's case, the SkyMiles program miles never expire and can take Madeline to more than 1,000 destinations. Delta sets the reward system to benefit those that return to Delta for each flight. By examining Skymiles data Delta can offer incentives, special fares, and inform participants of new destinations. Delta is using a ______ approach to segmentation.

_____ defines consumer groups according to variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family lifecycle.

Almost everyone purchases laundry detergent. However, how do you choose the specific detergent to buy from all the options? For instance, Procter and Gamble's Tide brand is just one of many brands available. However Tide is actually 70 different products when the different PODS, liquid Tide, and powder Tide are considered. There are Tide brand detergents for very specific purposes - such as Tide Plus Febreeze Freshness Botanical Rain (HE) Turbo Clean liquid laundry detergent designed for those that want lasting odor protection and for use in high efficiency washing machines. It is clear that Procter and Gamble is using:

Items can be classified as business products, not because of what they are, but because of how they will be used.

There are a number of strategies that you can use to position your company's technology product in the mind of the consumer. You decide to focus your advertising campaign on the perception that your product is the best compared to others in the marketplace. Which of the common categories for product positioning are you using to develop your marketing campaign?

Children exert considerable influence over household food purchases such as cereal.

A positioning map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry.

Psychographic segmentation is not an exact science. While it helps to paint an overall picture of the psychological motivations of consumers, those motivations are influenced by countless variables, such as family, occupation, and culture. Select the statement below that gives an accurate description of the effective use of psychographic segmenting.​