Exam 6: Market Segmentation Targeting and Positioning

There are over 160 magazines on the market aimed at children between the ages of 8 and 13. How can a new magazine differentiate itself?

To determine if there is sufficient demand for a new product in Great Britain, marketers often first offer the product in Northern Ireland, a limited geographic area. Sales data from Northern Ireland can be used to forecast demand throughout the rest of the British Isles. This example shows how ________can be used to project sales over a larger area.

By tailoring marketing programs to individual market segments, management can make more efficient use of its marketing resources.

Kraft manufactures Kool-Aid drink mix for children, Country Time drink mix for adults, and Tang for baby boomers who drank it as a child. This variety of products all satisfying the same thirst need indicates that Kraft uses:

Personality is not an ideal basis for segmentation because:

A________ is an item or element that (1) exists in a market, (2) may be measured quantitatively, and (3) relates to the demand for a good or service.

The bases used for segmenting the business market include:

For a segment to be chosen as a target market requires that:

The growth of the number of 30- to 40-year old parents with children who want resort vacations with round-the-clock childcare has led Club Med to open more than 40 family resorts. This is an example of__________ segmentation.

Habros Industry has developed a new low-energy refrigeration unit that could save the average supermarket money on its electrical bills as well as being good for the environment. Before adding the product to its product line, Hasbros surveyed grocery store managers to see if they would consider replacing their current refrigeration units with new one. What method of forecasting sales did Hasbros use?

Business owners who use________demand forecasting find it avoids the biasing influence of one individual on another.

While most people consider automobile features to be similar, Ford has added a new feature- -adjustable brake and gas pedals. These pedals allow short drivers to get close enough to the pedals to operate the car properly without having to get too close to the steering wheel. Ford is using a________ strategy.

Which of the following could be a target market for an all-natural herbicide?

________is the portion of market potential a specific company could expect to achieve under ideal conditions.

Concentration strategy and multiple-segment strategy are two of the three target market strategies. The other type is called:

Some people use mouthwash to help prevent colds. Others use it to make their breath smell pleasant. Still others use it to help clean their teeth. Knowing this, the advertiser of mouthwash might most effectively use which of the following methods of segmentation?

Products like sugar, heating oil, and vinyl siding are more likely to be marketed using a market aggregation strategy than are breakfast cereals, toothpaste, and automobiles.

Which of the following statements does NOT describe one of the benefits gained through the use of market segmentation?

The use of executive judgment to forecast sales:

"The number of dogs in U.S. that are 7 years old or older" is related to the demand for senior dog food. This is an example of a________ because the number of older dogs determines how many bags of senior dog food can be sold.