Exam 9: Market Segmentation, targeting, and Positioning

Assume you are manager of Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market,and explain why each supports the appropriate market segmentation strategy.

Define product positioning.What are two approaches to product positioning? Give an example of each approach.

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using ________ variables.

Jordan Lewis owns a company that makes Triangle BBQ Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.Here,ExxonMobil is using which segmentation variable?

Figure 9-2 -Consider Figure 9-2 above.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research above,which market-product combination should My Pillow target?

A study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed.Which segmentation base did these organizations use the most?

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a 3)is three times the size of a small market (shown by a 1)and a medium market (shown by a 2)is twice the size of a small market.The largest potential market segment consists of

A positioning approach that involves seeking a less-competitive,smaller market niche in which to locate a brand is referred to as

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Figure 9-2 -In the segmentation process,pairing slide sleepers with firm pillows,back sleepers with medium pillows,and stomach sleepers with soft pillows would be done with a

Apple Market-Product Grid -In an Apple market-product grid for its personal computer line,the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but seems worthwhile if it adds to the manufacturer's profits and

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is

Which of the following is not a reason to segment a market?

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in forming market segments.

Figure 9-9 -After establishing the market segments and product groupings on a market-product grid,the next step is to

Massage Envy offers massage services on a subscription basis,so it targets consumers that desire to get multiple treatments per month.Massage Envy likely segments its market by

Figure 9-9 -A market-product grid is a framework to relate

The quantity consumed or patronage (store visits)during a specific period is referred to as