Exam 6: Segmentation Targeting and Positioning

A regular fast-food chain realizes that it is viewed only as a lunch or dinner destination.Having known that the consumption of coffee as a breakfast item has increased among the target market, the chain aims at launching itself as a breakfast destination as well.According to its research, consumers look for a quick breakfast meal before they begin their day.The chain revamps the look of its restaurants and menus, and includes coffee, tea, and breakfast sandwiches.The marketers aim to determine what kind of impression of the breakfast services they want to establish in the consumer's minds. Which of the following would have helped the fast-food chain identify a gap in the market and realize that their customers are being underserved in the breakfast category?

What is product differentiation?

Positioning maps are also known as _____.

A positioning statement can be defined as:

Which of the following is NOT a consideration for a company working to select an appropriate target market?

Modern Maturity magazine is a publication that is sent to all CARP members who by definition have to be at least 50 years old to become members.The market segment for Modern Maturity magazine was defined by _____.

Which of the following is true about market segmentation?

Positioning statements identify the main reasons the target market buys the product and what sets it apart in the market.

David had purchased vintage DVDs on VideosOnline.com.The website started sending David product alerts whenever it received similar DVDs.This is an example of _____ marketing.

Segment marketing involves designing specific products and services to meet the needs of different target groups.

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 brand Kashi?

What is product positioning? What is a positioning statement?

A demographic profile of a target market includes ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Briefly explain the concept of market segmentation.

Positioning maps are also known as perceptual maps.

Mass marketing:

Segment marketing:

_____ marketing involves a product being marketed to all individuals in the market with no differentiation at all.

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. Kellogg's targeted different groups of consumers for products such as All Bran, Froot Loops, and Frosted Flakes.This is an example of _____.

Marketers at Greenwood Automobiles are planning to market the company's newly launched smart car.They review company objectives, identify specific business unit objectives, and identify customer needs and characteristics in the market.They try to identify the segments that exist in the market.Which of the following will help in identifying these segments?