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Exam 8: Market Segmentation, Targeting, and Positioning

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Question 101

Multiple Choice

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The best segmentation approach is the one that

A) makes it easiest to reach the segment.
B) maximizes the opportunity for future profit and ROI.
C) recognizes different needs of buyers among different segments.
D) recognizes similarities of needs of potential buyers within a segment.
E) is simplest and least costly in assigning potential buyers to segments.

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Question 102

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ChoiceShirts is an online company that makes made-to-order T-shirts.Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch.This is an example of

A) family branding.
B) mass customization.
C) multiple products and multiple market segments.
D) one product and multiple market segments.
E) specialty customization.

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Question 103

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More than half of all U.S.households are composed of only one or two persons,so Aunt Jemima offers one serving meals -such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using __________ as the basis to segment its market.

When compared to a multiple products,multiple market segments strategy,a one product,multiple market segment strategy

Behavioral segmentation may be based on

Product repositioning refers to

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today,you can buy Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue) ,and Alka-Seltzer Heartburn Relief.Each Alka-Seltzer product has a different formulation to relieve a specific malady which makes them more specialized than competing products.The maker of Alka-Seltzer is using

Which of the following statements about market segmentation for organizational markets is most accurate?

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Which of the following data are collected from consumers to develop a perceptual map for a particular product?

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

Which of the following is NOT a reason to segment a market?

A national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using __________ segmentation.

Many companies have cut travel budgets so that very few business people are authorized to fly first class.Despite the shrinking pool of business-class travelers,British Airways has grown market share for its transatlantic business class by offering greater comfort.Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule.The segmentation strategy of British Airways is an example of

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

The Nielsen PRIZM (part of Nielsen Claritas) lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late night snack.However,their dorm rooms are often woefully short of space.MicroFridge understands this and markets a combination microwave,refrigerator,and freezer targeted to these students.MicroFridge is using which basis of segmentation?

Frequency marketing is a strategy that focuses on

Usage rate refers to

About 3 percent of the population has some degree of allergic reaction,usually mild,to preservatives used in salad bars.Restaurants might consider people with these allergies as a separate segment.To implement this segmentation strategy,restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment.This multiple product and multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?