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Exam 9: Market Segmentation, Targeting, and Positioning

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Question 111

Multiple Choice

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A national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Its market is likely segmented by

A) usage.
B) benefits offered.
C) demographics.
D) geography.
E) lifestyle.

F) A) and B)
G) B) and D)

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Question 112

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The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

A) product perception.
B) relative positioning.
C) competitive positioning.
D) product positioning.
E) selective perception.

F) C) and D)
G) B) and D)

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Question 113

Multiple Choice

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A market-product grid is a framework to relate

When evaluating new breakfast menu items, Wendy's had to consider not only the offerings of Burger King and McDonald's but

Differentiation positioning requires a product to

Four general categories used to segment consumer markets are geographic segmentation, demographic segmentation, __________, and behavioral segmentation.

What are the segmentation bases for U.S.organizational markets?

Todd Harris and Associates, a New York sales promotion agency, discovered from analysis of its files that one-fifth of its clients accounted for more than three-quarters of its fees and commissions.This is an example of what classic concept?

Post Grape-Nuts cereal has been marketed since early in the 20^th century.Its market share has been steadily declining as consumers began associating it with something their grandfather ate.Post recently launched a campaign to increase consumption of the cereal by inviting consumers to try the crunchy cereal on top of their yogurt, their salad, or their bowl of soup as a delicious addition.Post was trying to convince people who had never tried the cereal to try it, and people who were familiar with the product to use it in a variety of different ways.In this example, Post is using which segmentation variable?

Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before possible."Think of Model E as the Dell of the auto industry, designing products based on what consumers truly want and leveraging best-in-class components and micro-factory approaches for rapid design, launch, and direct delivery," said William Santana Li, president and CEO of Model E.Model E manufactures a car only when there is an order from a customer.Model E relies on

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in small town communities that have less than 100,000 people.This basis of venue segmentation is

A nonprofit food bank was gathering and handing out food to anyone who requested it.It now wants to give free food only to people who go hungry on a regular basis.This will be the market segment it targets.How will the evaluation of its market segment strategy differ from that used for a retail store?

FIGURE 9-5 -According to Figure 9-5 above, Apple would most likely get the least product synergies from

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question

Define market segmentation.How does it link needs with marketing actions?

Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these 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 companies located in rural areas.It most likely will use which of the following strategies to segment its market?

Market-product grid refers to

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

A marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

What are the four general bases by which consumer markets can be segmented?