Exam 7: Segmenting and Targeting Markets

The demographic factors of gender,age,and income often do not sufficiently explain why consumer buying behavior varies.Frequently,differences in consumption patterns among people of the same age and gender result from their being in different stages of:

Product positioning is the process of:

A group of high school freshman stop by an electronics store.The store has just received a new line of high-end flat panel televisions.The televisions range in price from $2,000 to $7,000.All of the students want this new style of TV,but none has the means to buy one.Is this group of consumers a potential market for the flat-screen televisions?

In 2002,the Sara Lee Bakery Group introduced Iron Kids Crustless Bread for mothers who had to cut the crusts off of sandwiches before their children would eat.By catering to finicky children,Sara Lee is using a positioning strategy based on:

Mattel is trying several different strategies to sustain brand growth is slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced that Barbie would "spend some time apart" from Ken her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2003 and falling in 2004.Mattel is _____ the Barbie brand in order to grow.

Which of the following is NOT one of the four criteria identified in the text for successful market segmentation?

After the market segmentation process,the marketing manager's next task is to select one or more target markets.There are three general strategies for selecting target markets.Name and briefly define each of the three strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with Powerade also.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and which can be drunk by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

The Hispanic-American market has limited buying power.

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warm can work at night while you sleep to restore your body.The manufacturer of ThermaCare heat wraps is using _____ segmentation.

What is a market segment? Why do companies engage in market segmentation?

One reason marketers use market segmentation as a tool is that once completed,the process need not be repeated.

In 2004,T.D.Waterhouse USA tied one of its promotional campaigns to the Chinese New Year.The slogan used for the campaign was "Plan Now for Success during the Upcoming Year of the Monkey." Postcards were mailed to Asian-Americans all over the United States.The segmentation base used for this strategy was:

A mobile home manufacturer has decided to add concession food trailers to its product line.If all the current competitors in that market use a differentiated product market strategy,which strategy would make the LEAST sense for the manufacturer to implement?

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 _____ is environmentally conscious travelers.

A(n)_____ is a group of people or organizations for which an organization designs,implements,and maintains a marketing mix intended to meet the needs of that group,resulting in mutually satisfying exchanges.

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.Wild turkey hunters would be defined as a:

Nearly everyone has eaten instant mashed potatoes.Manufacturers of instant potato flakes sell to resellers,institutional food services,and to movie production companies.(Instant potato flakes are typically used in movies when the scene calls for falling snow.)The manufacturers of instant potato flakes would most likely segment their market according to:

_____ is the process of grouping customers into market segments according to the different needs and wants sought from the product.

For many people,www.travelocity.com was simply a seller of airline tickets.In 2002,the Internet company spent $40 million to convince customers that it also offered many other useful travel services.In other words,travelocity.com used: