Exam 7: Segmenting and Targeting Markets

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.The book is positioned on the basis of:

SCENARIOS Turkey Hunting Equipment Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers. -Refer to Better World Travelers Club.BWTC's design of travel packages that would appeal to people who liked hiking and camping and packages that appealed to those who liked resorts would indicate the company was using a _____ base.

_____ is the segmenting of markets based on the region of the country or the world,market size,market density (number of people within a certain unit of land),or climate.

A segmentation plan must produce segments that exhibit responsiveness.In other words,if all customers are equally concerned about protecting the environment,there is no need to offer regular and all-natural versions to the segment.

You are the marketing manager for a food products firm.Your firm would like to introduce a new beverage to the marketplace.You have determined that two important dimensions for positioning a product are (1)nutritional value and (2)age orientation.Place the following beverages on the perceptual map provided: Coffee,Orange Juice,Diet Cola,Apple Cider,Mineral Water,Milk,Herbal Tea,Liquor,Tomato Juice.Assuming the listed beverages comprise all competitive beverages,what position should your firm's new beverage have? Describe the new beverage.

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

SCENARIOS Turkey Hunting Equipment Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers. -Refer to Better World Travelers Club.Because BWTC has chosen to concentrate its efforts on environmentally conscious travelers,it can be said to:

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

Every six months or so,some manufacturer introduces a fancy new shape or color for the boxes that house the hardware to run PCs.These companies contend that beige is boring,and that people are ready for "something fun." These manufacturers ignore the fact Americans like their technology in plain wrappers--look at how few colored cell phones you see.These bright colors and odd shapes have failed because the market segment to which they are targeted lacks:

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

According to the text,Procter & Gamble would have sponsored Explosion Musical,a six-city concert tour targeting Hispanic teens,because:

When Ford Motor Company launched an online effort to market its F-Series trucks,it used its database capabilities to capture valuable data on car buyers.Ford cross-referenced new F-series owners with the database generated from this online campaign to see how many names were duplicated.Ford's activities can be mostly likely traced to which of the following trends:

Stouffer's offers gourmet entrees for one segment of the frozen dinner market,and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,it was implementing a(n)_____ strategy.

Listerine Essential Care toothpaste is designed to reduce plaque and to prevent gingivitis.Its ads state,"After age 35,3 out of 4 adults have some form of gum disease." The toothpaste is targeted to the market segment over the age of 35.This age variable that has been used to distinguish the market for this toothpaste is an example of a(n):

Segmentation by customer relationship occurs when business marketers segment their markets by income,occupation,and educational variables.

When Ford Motor Company launched an online effort to market its F-Series trucks,it used its database capabilities to capture valuable data on car buyers.Ford cross-referenced new F-series owners with the database generated from this online campaign to see how many names were duplicated.Ford engaged in _____ once it created profiles of customers who responded to its online campaign and determined how to individualize its promotions.

When Schlitz beer advertised its product with the slogan "You only go around once in life,so you might as well reach for the gusto," it was relying on demographic segmentation.

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Elle magazine is targeted to women under 30 years of age.The magazine's segmentation plan is based on _____ segmentation.

What is a segmentation base (or segmentation variable)? Name four of the common segmentation bases used by marketers to segment consumer markets.