Exam 9: Market Segmentation, Targeting, and Positioning

When Mikki asked her father for his advice about marketing software for the disabled, he told her, "Reaching a segment requires a simple but effective marketing action. If no such action exists, don't segment." Mikki's father is expressing concern about the:

Which type of product positioning would most likely be used to avoid cannibalization?

Children's Advil pain reliever positioned itself against Children's Tylenol pain reliever by running ads, which claimed that the Advil brand is superior because it works faster and longer than the Tylenol brand. This is an example of:

Nike recently debuted King James XVII shoes (Lebron James)with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the Shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of customer characteristic variables to segment this market?

When you consider purchasing a basic hamburger at a fast food restaurant, the marketing material likely used by the restaurant is one that focuses on__________ positioning.

At a board meeting, the Chief Marketing Officer for Procter & Gamble provides a graphical figure that relates market segments to products offered. This graphical figure is likely a(n):

According to the text, which of the following is a criterion for selecting a target market?

What are the three main sales forecasting techniques often used by marketers? Describe each.

Crescent-Puritan Laundry and Dry 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:

Yahoo's shopping portal recently began to offer people who visited the site the ability to buy songs from Imix's collection of more than 200,000 tracks from record labels that include BMG and Sony Music Group. Customers can choose up to 70 minutes of music for around $1 per song. Then they can choose an art design and a title for each CD and have a disc shipped for $2.50. This is an example of:

Which of the following is an example of a single product with multiple market segments?

A national car rental firm targets 50 percent of its advertising to salespeople who travel more than 1,000 miles per week. Its market is segmented by:

Market segmentation involves linking ________ to an organization's ________.

The least complex sales forecasting technique is the:

According to Zinc Research, all of the below are segments of Canadian social media users, except:

Suppose you were a sales forecaster for 3M Company, and had actual sales revenue figures on adhesives for the past ten years. What statistical method of forecasting might you use?

Car rental companies, Dollar, Hertz, and Avis all target the same business users who only need a car for one day. These business users will pick-up and drop-off at the same airport. Which positioning strategy do these rental companies likely use?

The Canadian Tourism Commission identified the segment "Free Spirits" who are:

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?

Which step in the segmenting and targeting market process would 'send five tweets per day regarding in-store promotions' fall under?