Exam 9: Market Segmentation, Targeting, and Positioning

When Procter & Gamble introduced Crest toothpaste,the first fluoride toothpaste,it was intended for use by children and was therefore given a child-appealing bubble gum flavour.Sometime later,the same basic formula was given a fresh,minty flavour to appeal to adults.What is this marketing strategy called?

Firmographics involves both organizational or business characteristics-such as location,size of firm,industry category,corporate activities,business objectives,and buying objectives-and characteristics of the composition of the organization-which include each of the following EXCEPT:

To be identified as a market segment,its members must:

What are the four types of data needed from consumers to develop a perceptual map?

Superba Cravats is a major marketer of men's bow ties.It estimates there are 20 million buyers of bow ties each year,that the average wearer of bow ties purchases 4 ties per year,and that the average price per bow tie is $10.Superba Cravats currently has a market share of 20 percent,which it expects will increase to 25 percent in the coming year as a result of its new relationship marketing program.The sales forecast or company forecast for Superba for the coming year would be:

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

What was the core reason why Zappos.com stopped shipping to Canada?

A perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" and where it fits in relationship to competitors.The map is based on perceptions of:

Zappos.com currently targets which market segment?

When you enter the grocery store you ask yourself: "How many litres of milk should I buy?" This is an example of a(n)

Describe the key differences and how might marketers use this information of the five major social media user groups in Canada,as identified by Environics.

A non-profit food bank was gathering and handing out food to anyone who requested it.It now wants to only give free food to people who go hungry on a regular basis.This will be the market segment it targets.How will the evaluation of its market segment strategy differ from that used for a retail store?

When assessing different types of 'recovery drinks' to consume post-workout,you recall an ad from the Dairy Farmers of Canada highlighting the differences between chocolate milk and Gatorade.You have formed a ____________ map in your mind relative to the benefits of each.

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

When compared to a multiple-products-multiple-market segments strategy,a one-product-and-multiple-market-segment strategy:

The process of segmenting a market and selecting specific segments as targets is the link between _____ and the organization's marketing program.

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target market,this market would:

Differentiate between market potential and sales forecast.

Pristine Carpet Cleaning uses last year's sales as a starting point to estimate next year's sales and then looks at positive and negative influences that may affect sales.This is an example of:

William Morris talent agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in communities that had less than 100,000 people.This would be segmenting the market by _____ variables.