Exam 6: Market Segmentation Targeting and Positioning

Market segmentation:

________is the most common basis for segmenting consumer markets. .

A retail clothing store that caters to men shorter than 5' 6" is an example of a:

In most places in the United States where there is a concentration of Latinos, small shopkeepers import south-of-the-border sodas like Topo Chico and Jarritos. These store use________ Segmentation to identify its target market.

To forecast sales using ________, management can apply a flat percentage increase to last year's sales volume.

A market aggregation strategy is also known as a mass-market strategy or an undifferentiated- market strategy.

At one time Kraft was on the verge of discontinuing Cheez Whiz because its sales were so low. Then Kraft determined it could launch a new ad campaign showing Cheez Whiz as a fast, convenient microwavable cheese sauce. This ________strategy made Cheez Whiz a strong product within the Kraft product line.

Psychographics evolved from attempts by marketers to find measures more directly related to purchase and consumption than demographics.

Marketers of office furniture have developed different marketing strategies to reach home office owners, small business owners, large corporations, and professional people such as lawyers and physicians. What kind of a strategy is being used by these companies?

Shawn Walters operates a kennel behind his home. He charges $7 per day for any dog he boards and advertises weekly in the local newspaper. He believes all any boarded animal needs is dry food once a day and an adequate water supply. He most likely uses a ________strategy.

________is the process of dividing the total market for a good or service into several smaller groups such that the members of each group are similar with respect to the factors that influence demand.

Firms that pursue single segments are often called:

In 1926, the Jell-O Company introduced chocolate flavor pudding mix for schools, convalescent homes, orphanages, sanitariums, hospitals, and similar institutions. What kind of segmentation did the company use in the business market?

Advertisers do not often use personality segmentation because:

To get our bodies into the physical shapes we imagine they could be, we know we need to exercise, but many of us worry about what we look like while we're exercising or want to exercise at odd times of the day when gyms are closed. Advertisers of home fitness gadgets costing between $200 and $1300 have taken particular advantage of these facts. They are using________segmentation.

________________refers to the proportion of total sales of a product during a stated period in a. specific market that is captured by a single firm.

If it adopts a strategy of________ , a firm will use only one combination of marketing mix variables.

Canyon Gear designs sportswear for people who "know how utterly indescribable those moments when you're heart is beating from the surge of adrenaline can be." They want to appeal to the adventurer who is "at peace with his inner-most self."Canyon Gear uses________segmentation.

Which of the following is the best example of product differentiation?

Jell-O is a brand name recognized by 99 percent of all Americans and found regularly in the homes of 72 percent of all Americans. Jell-O began in 1897, when Pearl B. Wait, a carpenter and cough medicine manufacturer, developed strawberry, raspberry, orange and lemon flavored gelatins. The first Jell-O recipe book appeared in 1904. In the 1920s, Jell-O recipe booklets contained recipes that reflected the flamboyance of the decade like Jellied Manhattan Salad and Egg Slices en Gelée. In the 1940s, Jell-O published war-related recipe booklets showing how the use of Jell-O could help make the most of every bit of fruit, egg or cream. In the 1950s, Jell-O was no longer promoted as a food-stretcher; instead; it was as a treat and a festive dessert to be served with pride. Jell-O is a continually evolving product. Recently, it introducedX-treme Jell-O in wild berry, green apple, and watermelon flavors to reach the tweens market.The company describes the X-treme Jell-O brand gelatin as "Jell-O with an attitude." -What kind of segmentation strategy is Jell-O using to decide to focus its effort on this tweens market?