Exam 7: Segmenting and Targeting Markets

Almost all cell phones sold in the United States sold are black.Almost all cell phones sold in Europe are color,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

Which of the following statements about consumer privacy concerns is true?

The Middleton Health Club has a new fitness program for expectant mothers.After placing fliers at the offices of area obstetricians,Middleton's class filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

A market is people or organizations that have:

The _____ proposes that a minority of a firm's customers purchase a majority of the volume of the product.

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:

After dividing his catering customers into three segments based on income range and selecting segmentation descriptors,Kathy Stein wrote out a description of each segment's size,expected growth,frequency of parties,and overall profit potential.Stein engaged in:

Tower Fasteners developed a commanding position in the fastener industry by carrying in stock over 150,000 different types of fasteners.Tower's primary market is defined as companies with a need for specialized fasteners.All of the following are characteristics of the buying organization that Tower can use for segmentation EXCEPT:

Once a marketer is aware of all possible segmentation variables,choosing which variables to use is a simple,scientific process.

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 Turkey Hunting Equipment.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims that each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,Primos has implemented a(n)_____ strategy.

There are a number of devices,which parents can buy to prevent their children from hearing objectionable language while they watch television.ProtecTV is the only product of its kind that has an expandable dictionary.Parents can add words and phrases that they find offensive,and the additional words will be deleted from soundtracks and captioning.ProtecTV uses a _____ strategy.

_____ is the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general,and is related to the place a product occupies in consumers' minds relative to competing offerings.

The Pontiac Piranha was billed as a combination sports-coupe and sports utility vehicle.The car operated by responding to a coded minichip card the driver carried to identify himself or herself as the car's owner and operator.In addition,the car had "cat-eye" headlamps whose light reflected in the direction the driver turned the wheel.General Motors designed this car to appeal to an individual who likes to have the latest in gadgets but also has family needs,General Motors used the positioning base of:

What is the family life cycle (FLC)? Using the following selected stages from the FLC,briefly describe the lifestyle and purchasing needs of consumers in that stage: (1)Young single,(2)Young married without children,(3)Young married with children,(4)Middle-aged married without children,and (5)Older unmarried.

An eighteen-year-old college freshman might be a "party animal" living in a dorm.Another eighteen-year old freshman might be a husband with a small child and a full-time job.If you were in charge of a marketing program aimed at these men,what segmentation technique would be the easiest to employ that might help you to distinguish between them?

The closer together two brands are on a perceptual map the:

What is one-to-one marketing? What is the primary goal for companies that adopt the one-to-one marketing approach?

You have decided your business should adopt a one-to-one marketing approach.You have invested in computer software that captures customer data such as name,address,age,education,and lifestyle characteristics.Now,you find many customers are reluctant to provide you with such information.What are the general consumer concerns regarding this issues and how could you address these concerns?

Which of the following is NOT a reason why marketers might select single-variable segmentation instead of multiple-variable segmentation?

The requirement for a market segment to be responsive means: