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Exam 9: Market Segmentation, Targeting, and Positioning

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Question 91

Multiple Choice

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When you consider purchasing a basic hamburger at a fast food restaurant,the marketing material likely used by the restaurant is one that focuses on ____________ positioning.

A) head-to-head
B) psychological
C) segmentation
D) cross tabulated

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Question 92

Multiple Choice

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The Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four samples are shown in TB Figure 2.This is a great example of a: TB Figure: 2

A) interest-based segmentation.
B) segmenting organizational markets.
C) one product and multiple market segments.
D) multiple products and multiple market segments.

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Question 93

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TB Figure: 1 -Cell "A" in TB Figure 1 represents which stage of the market segmentation process?

When Apple initially launched the iPhone,their major focus was on the high-end consumer market.Apple has spent significant time attempting to change the perception of business' who do not view the phone as a business phone,but rather a consumer phone,and therefore,do not issue it to their employees.Apple is working hard at _____________ the iPhone.

When Harold Hansen was marketing manager at Creative Concepts Manufacturing Company,he estimated the company would sell a total of 500,000 of their new sandstone coasters decorated with Native American petroglyphs the first year on the market although the company had never before produced a product like that.What is this type of estimate called?

Which of the following is NOT a basis used to segment organizational markets?

Figure: 9-8 -The perceptual map in Figure 9-8 shows how various drinks are seen in the minds of adult consumers.Suppose a coffee producer wants to increase sales.Its advertising agency recommends that it run ads showing that coffee is healthier than one or more competitive drinks shown in the figure.In the ads,coffee should be compared with

Australia-based Renewable Energy Ltd.sells a device that converts manure into energy.One of the $10 million devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market is businesses that use a lot of energy like its first customer,a fertilizer manufacturer,and that are located in rural areas.It will use which of the following strategies to segment its market?

Assume you are manager of the Outback SteakHouse,a franchised restaurant that has newly opened in St.Louis.Describe how you would segment the market according to dimension,using as many segmentation variables as you can,and explaining why each variable is appropriate.

Evergreen Air Center in Marana,Arizona,is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm,dry air where the operation is located serves as a cheap and effective airplane preservative.Which organizational segmentation variables might Evergreen use to segment its market?

When Mikki asked her father for his advice about marketing software for the disabled,he told her,"Reaching a segment requires a simple but effective marketing action.If no such action exists,don't segment." Mikki's father is expressing concern about the:

PepsiCo sells a bottled water product to those that are health conscious.They also sell Pepsi to those that need a 'sugar rush' and 'caffeine wake-up' to get them through the afternoon.What strategy is PepsiCo using?

Which of the following is NOT a criterion used in forming segments?

One bank determined through detailed segmentation analysis that certain customers were clearly less profitable,or even unprofitable,to serve compared with others.They started to charge a fee to those high-cost,low-profit customers if they used a teller at a branch or if they phoned a call centre for customer assistance.Many of these customers,upon finding charges of $2 per contact,decided to leave the bank,which is exactly what the bank intended.It could be said that the bank used ______ customers.

A two-dimensional matrix with different product dimensions on X and Y axes showing how different products and/or brands are perceived by customers according to those dimensions is known as a:

The least complex sales forecasting technique is the:

Crescent-Puritan Laundry and Dry Cleaning uses last year's sales as a starting point to estimate next year's sales and then looks at positive and negative influences that may affect sales.This is an example of:

According to the text,which of the following is a criterion for selecting a target market?

Which two aspects does a market-product grid relate?

What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?