Exam 9: Market Segmentation, Targeting, and Positioning

Harmony Products makes fertilizers used on golf courses. Which demographic market segmentation variable would provide the greatest benefit to the organization?

Head-to-head positioning requires a product to:

Which of the following statements demonstrates the formation of a segment based on family size?

Paris Miki enables customers to help design their own eyeglasses, using a system that eliminates the need to try on countless pairs of eyeglasses to find the right one. This is an example of:

The best segmentation approach is the one that:

A marketing manager must be able to put a market segmentation plan into effect. This means being able to recognize the characteristics of potential buyers and_________ without encountering excessive costs.

At a Hallmark store you can find several different product lines of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards - all cards made by Hallmark for sale in its stores and intended to appeal to different target markets. The Shoebox line sells for $0.99, which is a significantly lower price than some of the other Hallmark brands. The Shoebox line is designed to appeal to people on limited budgets. This is an example of ________segmentation.

Many Canadian magazines produce separate editions usually targeting unique geographic and demographic segments using a special mix of editorial content and advertisements. Maclean's produces 15 different editions, and Reader's Digest produces nine. This is an example of:

Assume you are manager of the Outback SteakHouse, a franchised restaurant that has newly opened in St. Louis. Describe how you would segment the market according to dimension, using as many segmentation variables as you can, and explaining why each variable is appropriate.

Whirlpool aggregates prospective customers who are all interested in a low-cost washing machine and respond positively to mail-out marketing material. This process is referred to as:

In developing a marketing strategy for your Wendy's restaurant, you determine that as many as 400 lunches per day are purchased by local college students who commute and eat at your restaurant. This is part of the process for:

The process of segmenting a market and selecting specific segments as targets is the link between various buyers' needs and:

Nexus 6P, a smartphone offered by Google and Motorola allows customers to visit its website and design the colour scheme, case, and engravings according to their personal desires. This website would particularly appeal to people who want a unique product that separates them from their peers and makes them stand out in the crowd. This would be descriptive of which type of market segmentation variable?

A two-dimensional matrix with different product dimensions on X and Y axes showing how different products and/or brands are perceived by customers according to those dimensions is known as a:

The Sporting News Baseball Yearbook is an annual magazine that uses 16 different covers. Each cover features a baseball star from the region where he is most popular in the United States. This is a great example of a:

Post Grape-Nuts cereal has been marketed since early 20th century. Its market share has been steadily declining as consumers began associating it with something their grandfather ate. Post recently launched a campaign to increase consumption of the cereal by inviting consumers to try the crunchy cereal on top of their yogurt, their salad, or their bowl of soup as a delicious addition. Post was trying to convince people who had never tried the cereal to try, and people who were familiar with the product to use it in a variety of different ways. Post is using which segmentation variable to Define its target market?

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

When a financial institution considers charging additional convenience fees for things such as calling into customer service or visiting a teller in person they may be attempting to___________a customer segment group.

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.

What is a market-product grid and how is it useful? Develop a market-product grid for ABC Company Inc.'s digital camera line assuming they have a point-and-shoot 2 megapixel camera, a point-and-shoot 6 megapixel camera, an SLR (exchangeable lens)14 megapixel camera, and a cell phone with a 0.5 megapixel built-in camera.