Exam 9: Market Segmentation, Targeting, and Positioning

Kellie Johnson makes jams and jellies that sell under the brand name of Yesterday's Kitchen.In developing a marketing strategy to sell her product line,she decided to buy an ad in the local shopper's newspaper that is well-read in her region of the country.She has just:

A survey of military health care providers on what types of supplies and how much should be stockpiled in the event of a bioweapons' terrorist attack could be an example of a _____ forecast.

All of the following are the main dimensions used to segment Canadian consumer segments,except:

"Number of store visits per week" is to "usage rate," that "market potential" is ___________.

Which of the following is NOT a criterion for selecting a market segment?

While looking for a new computer you conclude that you value highly: cost,battery life,and weight.These different attributes form a(n):

The segment 'social media followers' are more likely to purchase which product?

A fast food restaurant is likely to undertake an analysis of all of the following to select a target market,except:

Henry Ford developed his Model T,a car he felt would satisfy the needs of everyone.Ford said,"They can have it in any colour,as long as it's black." His strategy was simple: focus in the economies of scale created by mass production.Ford's strategy was also known as a:

A local producer manufactures sheet metal that is used to manufacture car doors.This producer finds the NAICS codes for all of the car manufacturers in the area to sell the sheet metal to.This producer is attempting to:

Pearl Izumi offers three different lines of triathlon gear: Select,Elite,and Pro.Which segmentation characteristic would likely cause a beginner triathlete to purchase a product from the Pro line?

Define market segmentation.How does it link needs with marketing actions?

All of the following factors are essential to develop both market potential and sales forecast estimates EXCEPT:

A new health food store is being built downtown Toronto.To build a solid customer base,they are asking consumers to discuss online important issues about healthy living and health food.Which segment will be likely purchasers of products from the new store?

A fast food restaurant grouped its sandwiches and wraps into one product group because:

When evaluating entry into the large Boston market,Seattle-based Starbucks Coffee Company found that Coffee Connection,a well-established local chain,already occupied many prime locations.Starbucks entered the market anyway because it based its decision on:

A marketing manager should develop market segments that meet five main criteria.List and briefly describe each.

A new local coffee shop has noticed that in town there is a Tim Hortons,McDonald's,and Starbucks all competing for individual's daily coffee purchase.They conduct a survey of area residents who enter each one of these stores and learn that 85% desire an organic,fair-trade option.As the local coffee shop is just initiating the segmentation and targeting process,what has the local coffee shop just completed?

The iPhone,Blackberry,and new Microsoft smartphone are all positioning themselves in the same target market by emphasizing their superiority in similar product attributes.This is an example of:

The CEO says to her marketing manager,"The sales for 2011 were 1000 units higher than 2012,and the sales for 2013 were 1000 units higher than 2014.I'd say we're safe in forecasting 2015 sales as 1000 units greater than 2014." The CEO was most likely talking about the results of a _____ forecast.