Exam 9: Market Segmentation, Targeting, and Positioning

Why is it important for a firm to choose its target market segments carefully?

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:

The slogan for General Foods International Coffee is "It Stirs the Soul." General Foods was trying to get customers to think about how drinking a cup of rich-flavoured coffee is indulgent. Based on that trademarked slogan, you should realize the product is using a ________segmentation strategy.

A new business is considering offering three different products to three different segments. Which statement best describes a useful tool to determine which segment to enter first base on sales?

A local sports store is planning on using only demographic variables to segment potential customers who will purchase from the store. This will dictate the diversity of products the store will carry. Which research report is most useful to this sports store?

The iPhone, Blackberry, and new Microsoft smartphone are all positioning themselves in the same target market by emphasizing their superiority in similar product attributes. This is an example of:

Which two aspects does a market-product grid relate?

A key to positioning a product effectively is the perceptions of consumers. In determining a brand's position and the preferences of consumers, companies develop a perceptual map. Thinking of the fast food industry, draw and explain a perceptual positioning map for at least 5 different fast food restaurants you are aware of. (e.g., McDonalds, Subway, Wendy's, Burger King, etc.)

Reference: 09-01 TB Figure 1 -Cell "C" in TB Figure 9-1 represents which stage of the market segmentation process?

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?

All the salespeople in the Western regional office are asked to provide estimates of anticipated sales revenues for the next quarter. Based on this information, the forecast is set at $4,750,000 for the quarter. This is an example of a __________forecast.

Prince Sports, Inc. makes different racquets for each of the six sub-segments that it has identified. Prince Sports, Inc. has chosen a:

A survey of military health care providers on what types of supplies and how much should be stockpiled in the event of a bioweapons' terrorist attack could be an example of a__________ forecast.

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

A local grocery store determines that the average consumer visits the store three times during a seven-day-period. What did the grocery store determine?

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

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it serves customers' needs better, doesn't reduce quality or increase price, and:

Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its concerts to be a success, it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. This consumer behaviour requires Universal Concerts to segment its Canadian market according to:

Pristine Carpet Cleaning was trying to forecast sales for the next year. The marketing manager sent out a survey to 1000 prospective customers, asking them if they were planning to clean their carpet in the next 12 months. This is an example of a:

The Ohio River Boatworks uses last year's sales as a starting point to estimate next year's sales of its boats, lists factors that could affect the forecast, assesses whether they have a positive or negative impact, and makes the final forecast. The Ohio River Boatworks uses a __________forecast.