Exam 6: Market Segmentation Targeting and Positioning

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." -Over the years, Jell-O has employed a________ strategy to reach several different groups of potential customers.

Because some of the variables on which markets can be segmented are intangible, it is not necessary for a marketer to be able to measure how many customers are in a market segment for it to be a legitimate segment.

With sales of mobile phones in the established western markets slowing down, Nokia (which has previously only sold to the consumer market) has decided to grow by systematically targeting large corporations that typically provide hundreds of their employees with mobile phones. Nokia apparently is segmenting the business market according to:

Micromarketing is not a marketing strategy used in the business market.

A multiple-segment strategy is unlikely to be used by a company that manufactures products that have seasonal demand.

When marketers use life-style segmentation, they are looking at consumers' activities, interests, and opinions.

Frito-Lay produces Baked Lay's potato chips for the weight-conscious, Fritos for those who prefer corn chips to potato chips, Doritos for those who like tortillas, and Cheetos for those who like a cheesy taste and don't worry about calories. Frito-Lay uses:

A survey of buyer intentions is most likely to be accurate for which of the following products?

The founder of Marriott began with an A&W root beer stand, which attracted tourists during the summer. To maintain his business, he had to add a line of hot foods during the winter months for local residents. In those early years, Marriott dealt with a seasonal business by using a________Strategy.

The Linking Ring is the official magazine of the International Brotherhood of Magicians. The publisher of this magazine use ________segmentation.

Geodemographic clustering is used primarily by international marketers.

What is the major reason why many marketers do not use a single-segment strategy?