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Exam 8: Segmenting and Targeting Markets

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Question 81

Multiple Choice

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Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

A) psychographic
B) demographic
C) usage rate
D) geodemographic
E) family life cycle

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Question 82

Multiple Choice

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Tall Paul's designs and sells household furniture and furnishings to people who are over 6'6" tall--a rather small target market.Tall Paul's uses a(n) _____ targeting strategy.

A) benefit
B) undifferentiated
C) multisegment marketing
D) universal product code
E) concentrated

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Question 83

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The debate over gay marriages is causing a great deal of furor,but it has done little to deplete the importance of the affluent gay market to businesses.Georgia Pacific and Mitchell Gold,a furniture manufacturer,are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays.To these companies and others,lesbians and gays are a desirable:

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country;the wildly successful Vans Warped Tour for alternative music;and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on _____ segmentation.

Candace Popwell makes and markets Festive Holiday Truffles candy.The confectionary company owner views the world as one big market with no individual segments and tries to reach it with only one marketing mix.Her essentially mass-market philosophy indicates she probably uses a(n) _____ strategy.

When a firm serves two or more well-defined market segments with a distinct marketing mix for each,it is using a(n) _____ targeting strategy.

What is a market segment? Define market segmentation and discuss why market segmentation is important to the well-being of most companies.

Marketers use a variety of terms to refer to different age groups.Name several examples and describe some characteristics of each.

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments.If this process is carried to its extreme,then one could say that:

Describe psychographic segmentation and discuss why marketers use the basis for segmenting markets.List the four psychographic variables commonly used as segmentation bases.

Marketers use demographic information to segment markets because it is widely available and often related to consumers' purchasing and consumption behavior.List five common bases used by marketers for demographic segmentation.For each base listed,give an example of a product specifically targeted to the needs and wants of the segment identified within the base.

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses _____ segmentation.

What is the family life cycle (FLC)? Using the following selected stages from the FLC,briefly describe the lifestyle and purchasing needs of consumers in that stage: (1)Young single, (2)Young married without children, (3)Young married with children, (4)Middle-aged married without children,and (5)Older unmarried.

Which of the following is a potential disadvantages associated with an undifferentiated strategy?

Increasing share of customer means getting more customers.

Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,it was implementing a(n) _____ strategy.

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

E&V Bridal Studios,a wedding consulting business,only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies.What type of segmentation strategy does the wedding consultant use?

Fisher-Price developed a rugged,waterproof camera for children.This product uses _____ segmentation.

Military Spouses is the only publication in the world that targets readers who are "married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n) :