Exam 6: Segmentation Targeting and Positioning

Which of the following is a demographic variable?

A company focuses its efforts on a limited segment in the market with its product.This type of market segmentation is referred to as _____.

What is repositioning? Give an example of a repositioning effort by a company.

The concept of market segmentation and targeting are fundamental to modern marketing.

A TV channel for teenagers determined that their target group had a love of social media, computer games, YouTube channels, and spending time on the Internet.The channel then created Facebook pages and interactive websites to engage with their audience.The channel used _____ as its strategy to market.

_____ looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Psychographics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Demographic variables are central to understanding the delight points of consumers and what gives them that extra spark.

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Which of the following approaches did Kellogg's adopt for its first product, Kellogg's Corn Flakes?

A geographic descriptor of a target market looks at ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

A geographic descriptor analyses:

What is segment marketing? Give an example of segment marketing by a company.

Sam buys stationery items such as staplers, pens, printing paper, and printer cartridges from Staples.She buys these items for writing personal notes and for printing letters to her friends.In this instance, the stationery items that Sam purchases are part of the:

Psychographic information is generally based on the primary research that marketers have conducted to gather insights on their consumers.

Natural gas being marketed without differentiation from either a product or marketing perspective is an example of _____.

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Motario W is created for women, while Motario Kids is targeted to children from 2 to 12 years of age.This is an example of _____.

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Which form of market segmentation has Motario adopted?

_____ marketing involves customizing offers and products to fit individual needs.

A marketing manager and his team use visual representation to understand how products or product groups are positioned within a category to consumers.These representations are referred to as _____.

List the steps involved in market segmentation.