Exam 6: Market Segmentation Targeting and Positioning

The only product line that Fresenius Medical Care has is dialysis equipment. Its only customers are health care facilities that provide dialysis service. Fresenius uses a(n)________ strategy.

Sales forecasts:

Which of the following is a commonly used method for forecasting sales?

A computer wholesale company that has some salespeople who regularly sell to small retailers and another sales force that sells to colleges and universities could be said to have segmented its market according to customer type.

________assumes the future demand for a product is related to the behavior of certain market factors and, as a result, involves determining what those factors are, then measuring their relationship to sales activity.

__________is the total sales volume that all organizations selling a product during a stated time period in a specific market can expect to achieve under ideal conditions.

A provider of daycare service who assumes everyone who needs childcare has basically the. same characteristics would be likely to use a ________________strategy.

Market potential is the:

E-Z Moving Company has operated in the Des Moines area for almost 20 years. To forecast the number of households it would move in 2004, E-Z's owner assumed the three percent growth rate the company has experienced in 2002 and in 2003 would continue. Which method for forecasting sales was being used in this example?

Which of the following statements about multiple-segment target marketing is True?

The market for cereal could be segmented on the basis of the different benefits desired by customers, such as taste, vitamin-content, low-fat, and how it interacts with milk.

For which of the following products would you expect to find its producer using micro- marketing?

The French prefer to buy top-loading clothes washers. The rest of Europe uses front-loaders. In developing its strategy for marketing to these nations, Whirlpool had to use_______ segmentation to make sure its washers suited the tastes of the consumers in each of the European Countries.

A company is most likely to use a market aggregation strategy when:

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." -During the 1950s, The Jell-O Company implemented a________ strategy to mark the end of the food rationing that was commonplace during the 1940s due to World War II.

The first step in a developing a positioning strategy is to:

To some people the speaker systems that came with the home entertainment units are just speakers. To others stereo speakers are a way to invite the Philharmonic Symphony into your home for a private concert. Manufacturers such as Bose and Sony that want to reach these people who are interested in sound purity can use________ segmentation.

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." -In the 1940s, the ________for Jell-O was thrifty homemakers who were trying to feed their families tasty meals with the rationed food that was available.

Tuttle Aluminum & Bronze makes aluminum railings used in stadiums, educational facilities, hospitals, and nursing homes. To reach each of its target markets and to satisfy the specific needs associated with each, Tuttle uses segmentation by:

Under a________ strategy, two or more different groups of potential customers are identified as . target markets, and a separate marketing mix is developed to reach each segment.