Exam 6: Market Segmentation Targeting and Positioning

What is the major limitation of the direct-derivation method for demand forecasting?

Land Rover is a European manufacturer of bicycles. It makes bikes especially designed for men and for women. It also makes bikes that are designed for city riding, mountain riding, and racing. By dividing the market for its bicycles into several small groups, it is engaging in:

Barber Foods markets a line of frozen chicken dinners. Its ad states that it wants its consumers to think of its chicken dinners as the "best frozen entrée"They have ever had. This statement describes its ________strategy.

Most companies use personality segmentation because they realize compulsive people have different buying patterns than cautious ones.

In the strategy of________, two or more different groups of potential customers are identified and a separate marketing mix is developed to reach each group.

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

The Delphi method is a specialized form of:

Suppose a chain of hair salons that target children decides to locate its stores only in the suburbs. This would be an example of ________segmentation.

Morning Glory Gateway is a retail chain that operates 200 stores in South Korea and 150 others around the world in regions that have a large Korean immigrant population. A ________ for the retail chain would be the number of Koreans that apply for permission to immigrate to a particular region.

The two methods used for translating market-factor behavior into demand forecasts are the direct-derivation method and:

Many people are waiting until they are financially able to support a child before starting their families. These parents tend to want the very best for their infants, and money is no object. Because they enjoy pampering themselves with products containing all-natural ingredients such as Australian tea tree, chamomile, primrose, and lavender oils, they naturally look for these ingredients in baby shampoos and lotions. Manufacturers of baby shampoos with these ingredients should use________ segmentation.

The Real Estate Network is an Internet service that allows people to find Christian real estate agents and loan officers across the country. Its owner says, "Home buyers and sellers are looking for people they can trust and that "the faith connection is very important."This Internet service is basing its segmentation strategy on:

Thor Industries manufacturers motor homes and prides itself on knowing its markets and understanding market demand for its products. The________for the company was unable to predict its actual growth. In 2003, the company had a six-month backlog of $250 million orders.

When cellular phones were introduced, their manufacturer could not use correlation analysis to forecast market demand for the new product.

According to the obtainability criterion for effective segmentation described in your textbook, which of the following represents the most viable market segment for a new fat-free milkshake mix?

Tower, Musicland, Wherehouse Entertainment, and Music Plus target urban adolescents and postadolescents. They all use________ segmentation.

Hair dye is the latest fashion accessory for style-conscious men. No longer are men simply dying their hair to cover gray; but they are also dying to change their looks. To reach this market L'Oreal has developed colors with masculine sounding names like Camel and Gothic. L'Oreal is using ________segmentation.

________segmentation involves examining attributes such as personality and life-style.

Which of the following describes a limitation associated with the use of correlation analysis to forecast demand?

New York Telephone segments its customers according to how much leisure calling they do. It distinguishes between "chatterboxes," young people who seem to live on the phone,And "balanced"Users, busy women who do not have time for idle chatter. New York Telephone uses________segmentation.