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Exam 9: Segmentation,Targeting,and Positioning

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Question 81

Multiple Choice

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NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female.This is an example of __________ segmentation.

A) geographic
B) psychographic
C) demographic
D) benefits
E) behavioral

F) All of the above
G) C) and E)

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Question 82

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Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

A) True
B) False

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Question 83

Multiple Choice

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Jim wants to position his firm against his competitors.In doing so he should

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing __________ of each potential market segment.

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make up an attractive market for their products.This is a __________ segment of the beer market.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is