Exam 9: Market Segmentation, Targeting, and Positioning

At a Hallmark store you can find several different brands of greeting cards,including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards - all made by Hallmark for sale in its stores.Hallmark uses a _____ strategy to reach several different market segments.

If Prince Sports,Inc.was competing against Wilson Sports in the tennis racquet market on essentially the same kinds of racquet features,they would be using:

When a telemarketer calls to sell a consumer vinyl siding for his or her home,the first question the telemarketer asks is if the person answering the phone is a homeowner.Whether the prospect is a homeowner indicates the use of which type of consumer segmentation variable?

One advantage of a market-product grid is that it can be used to:

"Market potential" is to "industry potential," that "sales forecast" is to _________.

The Ohio River Boatworks uses last year's sales as a starting point to estimate next year's sales of its boats,lists factors that could affect the forecast,assesses whether they have a positive or negative impact,and makes the final forecast.The Ohio River Boatworks uses a _____ forecast.

Universal Concerts is planning on bringing a series of concerts to Canada next year.In order for its concerts to be a success,it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats.This consumer behaviour requires Universal Concerts to segment its Canadian market according to:

KFC has modified its product to satisfy different market segments.In Holland,the mashed potatoes are replaced with a potato-and-onion croquette,and in Thailand,a customer gets fresh rice with soy or sweet chili sauce with his or her chicken.KFC uses:

What are the dimensions by which consumer markets can be segmented?

Verve creates high-end personalized iPhone cases that use diamonds,gold,and platinum that appeal to very wealthy individuals.Which is their likely segment strategy?

Which of the following statements demonstrates the formation of a segment based on usage rate?

Modern Maturity magazine is a publication that is sent to all AARP members,who by organization definition have to be at least 50 years old to join.The market segment for Modern Maturity magazine was defined by:

A local coffee shop places significant value in using consumer demographic variables in segmenting their local market.Using the latest Canada Census covering topics of: education,age,and income will be important to use in which marketing step?

In developing a marketing strategy for a fast food restaurant you decide that what it was really selling was full hot meals,small snacks,desserts,and salads.This is an example of:

Individual movies,magazines,and books are frequently directed to two or more distinct market segments.This is an example of:

Magazines like Fitness,Field & Stream,Golf Digest,and Health all use a _____ segmentation strategy.

At a Hallmark store you can find several different product lines of greeting cards,including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards - all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African-Americans.This is an example of _____ segmentation.

Leeper Publishing Company specializes in books on trout fishing in the United States.Next year,it expects to achieve total book sales of $187,000.What is this estimate called?

Nike recently debuted King James XVII shoes (Lebron James)with a price tag of $200.The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox.Nike is targeting a market it identifies as "keepers," people who buy the shoes,keep them under their bed,and when friends come over,show them the shoes.Selling to the market segment called "keepers" probably means that Nike is using which of the following types of buying situation variables to segment this market?

Prince Sports,Inc.makes different racquets for each of the six sub-segments that it has identified.Prince Sports,Inc.has chosen a: