Exam 6: Market Segmentation Targeting and Positioning

Indesit, an Italian appliance manufacturer, sold 15.5 percent of all appliances sold in Europe in ) 2004. This was the company's:

The first step in the identification of market segments and the potential of those segments is to:

________segmentation examines attributes related to how a person thinks, feels, and . behaves.

Like other marketers, the marketers of pine-scented room deodorizers are most interested in reaching the segment containing nonusers.

Some health club users join the clubs to meet people. Others join because they want an aerobic workout. Some are interested in body sculpting. Knowing this, the advertisers of health clubs might most effectively use which of the following methods of segmentation?

Before Proctor & Gamble introduced its Easy-Up disposable training pants to the European market, it test marketed the new product in Greece and in regions of Scandinavia in order to gauge demand. P&G used test markets as a:

An advertisement for Preference permanent creme-in hair color is aimed at women who have a high self-concept. Its copy entices consumers to use L'Oreal's Preference by saying, "I use nothing but Preference because I'm worth it." This is an example of how advertisers can use________Segmentation.

Population distribution by age can be used to create approximate market segments for all products.

The ad for Era laundry detergent portrays it as cheaper and just as effective at removing stains as any other brand of detergent. Its manufacturer Procter & Gamble is using a ________strategy to describe Era in relation to all its competitors.

The second most visited Roman Catholic shrine in the world is at Aparecida de Norte, Brazil. More than eight million people visited the shrine annually. Because there is little else in the town for tourists to do, Brazilian and Italian entrepreneurs are building a religious theme park. When worshippers complete their visit to the shrine, they can be whisked to the park. The shrine's visitors represent the________ for the religious theme park.

Avon first marketed its Skin-So-Soft as a skin lotion. Then, when customers started buying it to use as a bug and tick repellent, Avon changed its advertising strategy. Now it promotes Skin- So-Soft for those times when "you can't outrun the mosquitoes."By emphasizing in its ads the benefits customers desired from its products, Avon is using ________segmentation.

Correlation analysis:

Demographic variables include education, occupation, life-style, personality, age, and gender.

Revlon targeted young females between the ages of 13 and 25 with its Street Wear makeup. The cosmetics company used colors with names like Schmuts, Drab, Whatever, and Tar for its eye makeup, lipstick, and nail polish to attract this group. Revlon uses________ segmentation.

Which of the following products would be most likely to benefit from a multiple-segment strategy?

A company that implements a multiple-segment strategy can anticipate:

Which method of forecasting sales would most likely be affected if the company using that method compensated its sales people by how well they achieved their sales quotas?

A repositioning strategy is typically used just prior to a product entering the decline stage of its product life cycle.

DLR Group is a company that designs and builds sports arenas. DLR Group must adapt each plan to the physical location where the arena will be built, the available financing for the arena, and the specific demands of the arena owner, such as placement of the sound system, color schemes, seating arrangements, and concession locations. DLR Group uses:

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