Exam 6: Market Segmentation Targeting and Positioning

Lego, the Danish toymaker, treats all of its customers--whether a small independent toy store or a large chain like Target--exactly the same. In other words, Lego uses:

The biggest drawback inherent in a multiple-segment strategy is the:

In order for a marketer to use market-factor analysis, he or she must assume:

Rolls-Royce does not want to market to every driver in the U.S. The company has identified a small group of people whose incomes and lifestyles make them most likely to purchase a Rolls. Since the car manufacturer's marketing efforts are concentrated on this group, Rolls can be said to be using a ________strategy.

Phillips is a manufacturer of various electrical and electronic items. It has been described as a "dodo in waiting," especially when compared to its competitors like Samsung and Sony. The new CEO of Phillips is determined to make Phillips "a cool brand name. In other words, he is planning on implementing a ________strategy.

In 2004, the U.S. Coast Guard Academy surpassed its goal to generate interest in exceptional high school seniors. The academy mailed out a package that listed the academy's requirements, benefits, application information, and details of a typical week. The academy was especially proud of how mail and female students were different packages. The U.S. Coast Guard Academy relied on ________ segmentation to reach high school seniors.

Which of the following organizations would probably determine the most accurate prediction of forecasted demand using the sales-force composite?

A manufacturer of stained-glass windows needs to use different strategies to reach church building societies, home owners, and contractors. This is an example of segmentation by:

Which of the following statements about a sales forecast is True?

What is the most widely used basis for segmenting consumer markets?

The three target-market strategies are:

Which of the following statements about segmentation in the business market is True?

Tagamet HB is a heartburn medication that is taken prior to eating. Pepcid is taken to relieve . heartburn once it has begun. Tums describes itself as providing faster relief from heartburn than the other two. This describes the________ strategy used for these medications to create a brand image in the minds of their target markets.

Sales potential is the:

Segmenting consumer markets on the basis of peoples' activities, interests, and opinions is an example of________ segmentation.

A market factor is simply a market index expressed as a percentage.

Since California has legislated that the state's drivers must begin using alternative fuel vehicles, Ford Motor Company's has introduced just for that state a full-size truck that runs on natural gas. This is an example of________ segmentation.

Which of the following is the best example of product differentiation?

If Whirlpool decided to target areas of the nation that receive 5 inches or less rain annually for its new washer that is designed to use at least seven gallons per load less than currently available washers, it would be an example of ________segmentation.

The four bases used only for segmenting business markets and not for segmenting consumer markets are type of customer, size of customer, type of buying situation, and geographic location.