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Exam 8: Segmenting and Targeting Markets

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Question 71

Multiple Choice

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The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.This illustrates a segmentation problem with:

A) substantiality
B) identifiability and measurability
C) responsiveness
D) accessibility
E) accountability

F) None of the above
G) B) and C)

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Question 72

Multiple Choice

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Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

A) product class
B) competitor
C) product user
D) product merits
E) price and quality

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

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Question 73

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Wrestling Merchandise Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match. Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Wal-Mart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks. -Refer to Wrestling Merchandise.Prior to the 1990s,professional wrestling tried to compete as a legitimate sport just like football and baseball.Now it uses the term "sports entertainment" when talking about what it is marketing to its fans.This is an example of the implementation of a(n) _____ strategy.

The first step in segmenting a market is to choose a basis or bases for segmenting the markets.

A(n) _____ strategy entails selecting one segment of a market to target,and focuses on understanding the needs,motives,and satisfactions of the members of that segment,as well as on developing a highly specialized marketing mix.

Firms can be categorized by the type of purchasing strategy they use._____ usually contact familiar suppliers and place an order with the first that can meet product and delivery requirements.

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment,consumers in the traditional powdered detergent segment switched to the liquid product.Rather than real sales growth,P&G simply experienced the shifting of existing customers to a new product.This exemplifies a drawback of multisegment targeting strategy called:

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.

With respect to stage in the family life cycle,research has found that the overriding factor in describing subsegments is the presence of children in the house.

A market segment is deemed to have substantiality if it contains a large number of potential customers.

What is product differentiation and how can it be achieved?

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New England area where the winters are harsh and that lighter-weight blankets sell better in the Southeast market where mild winters require fewer and lighter covers for the bed.Segmenting the market according to climate is an example of _____ segmentation.

The Green Earth,a landscaping company,finds that the most difficult firms to get business from are the _____ because this group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options; therefore,it requires a higher levels of customer service.

Products such as bleaches,aspirin,unleaded regular gasoline,and some soaps are distinguished by differences,such as brand names,packaging,color,smell,or "secret" additives.With these products,marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands.These marketers are using:

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

Which type of segmentation divides a market by the amount of product bought or consumed?

The requirement for a market segment to be responsive means:

Sure Fit,Inc.has begun a rebranding strategy to let customers know it no longer only produces slipcovers,but now also carries a line of rugs,window treatments,and bedding.Its _____ is described as women with average annual household income of $60,000 or more.

Marketers are realizing that the "one-size-fits-all" approach to marketing is still relevant.

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.