Exam 7: Segmenting and Targeting Markets

Reality-based television shows are targeted to people who like to believe that they could become a part of such a show and find their way to fame and fortune.This is an example of psychographic segmentation.

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

The city of Blossom Valley has a job training program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.This illustrates a segmentation problem with:

The difference between one-to-one marketing and the traditional mass marketing approach is difficult to articulate.

Which of the following businesses would be most likely to use family life-cycle segmentation?

Finding that having to pester mom to take them to get their film processed inhibited kids from taking pictures,Kodak introduced a camera set that included a single-use camera packaged with an envelope to mail the film back to Kodak for developing.Kodak's segmentation plan used _____ segmentation.

You would expect to find more stores targeting hunters in Idaho than in Delaware because hunting is a more popular pastime in the Rocky Mountain state than it is in the Eastern Seaboard state.A national chain of stores targeted to hunters would likely use _____ segmentation when stocking merchandise in a particular store.

Sav-On Stores,which operates a number of Piggly Wiggly grocery stores,learned that 25 percent of its shopping base is responsible for a substantial majority of its revenue.This is the general idea posited by the 80/20 principle.

ProtecTV is a product that selectively mutes words and phrases that some people find objectionable.It can be connected to a television,VCR,DVD player,or a satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language.What demographic segmentation variable has its manufacturer used to identify its target market?

There are many furniture manufacturers.Tall Paul's Tall Mall is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

Hampton Rojas produces and markets Albany peach preserves.He views the world as one big market with no individual segments and tries to reach it with only one marketing mix.His essentially mass-market philosophy indicates that he probably uses a(n)_____ strategy.

E&V Bridal Studio,a wedding consulting business,only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies.What type of segmentation strategy does the wedding consultant use?

_____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer-oriented.

For an engagement ring,Keishail would rather have a diamond than a cubic zirconium because the diamond is marketed as the only way to show someone that you really love her and are sincere about your commitment to her.This indicates positioning by:

With multisegment targeting,a company could benefit from all of the following EXCEPT:

Ever since Hunter got his new Shell credit card,which gives him a 5 percent rebate on all purchases of Shell gas,he will only buy gas at stores that sell Shell gas.Shell introduced its credit card plan as a means of implementing _____ segmentation.

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Hildy Webb and LaTishe Brown own Creative Catering and would like to improve customer satisfaction and increase repeat business.When you ask them to describe a typical customer,they say it is impossible and explain that with corporate functions,family affairs,and fund-raisers,they do not have a typical customer.You suggest it is time for market segmentation because:

In Miami,the most popular Cuban radio station starts broadcasting in Russian for two hours daily to reach the 300,000 Russian-speaking people that live in South Florida.The radio station is using _____ segmentation.