Exam 6: Target Markets Segmentation and Evaluation

Mattel views the toy market as composed of four age groupings, each with different needs and desires. Mattel is using a(n) ____ targeting strategy for its groups, which are known as _____.

Which of the following products is most likely to have its market segment based on age?

Intuition and expediency are primary characteristics of which of the following sales forecasting methods?

Crest toothpaste is available in several different versions, such as Crest Whitening, Crest Tartar Control, Crest Whitening with mouthwash, and Crest Total Effects. Given these different variations of the product, it appears that the marketers of Crest are segmenting the market by using ____ segmentation.

A marketer can use regression analysis techniques to predict the sales of new products.

Guess? will be spending $22 million on marketing activities next year and expects to sell 30 million pairs of jeans. These 30 million pairs represent the company's

Lifestyle analysis focuses on people's activities, interests, and opinions.

A market segment profile provides customers with an understanding of how a business can use its capabilities.

Why is it important for marketers to estimate sales potential for the entire industry as well as for the individual company?

Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product?

​Your firm's finance department has just issued new guidelines for how market segments are to be evaluated based on sales expectations. In general, the new guidelines require the marketers to measure company sales potential based on a general economic forecast for a time period. Which one of the following types of market segment evaluation approaches is the finance department advocating?

When markets are comprised of people with differing product needs, the marketing manager should use a(n) ____ strategy.

Demographic variables such as income and occupation, as well as how people spend their time and the importance of things in their surroundings, are all factors considered in ____ segmentation.

A market segment profile describes the similarities among potential customers within a segment and explains the differences among people across market segments.

In developing a company sales forecast, the forecasting methods are limited to surveys and correlation methods.

Why would a company use the undifferentiated strategy?

Procter & Gamble markets Cheer detergent to young singles and couples and Tide detergent to families. Procter & Gamble is using a(n) ____ targeting strategy for laundry detergents.

The forecasting techniques that assume past sales patterns will continue into the future are all variations of

____ describe the similarities among potential customers within a market segment and explain the differences among people in different market segments.

The Gap has recently produced a new line of athletic wear that closely competes with a designer label in its quality, utility, and appearance. However, it is about half the cost of the designer brand. Product managers for The Gap line plan to use price sensitivity, brand loyalty, and end use as variables to segment their target market. These are all _______ variables for market segmentation.