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Exam 8: Market Segmentation, Targeting, and Positioning

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Question 21

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Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

A) geographic segmentation.
B) behavioral segmentation.
C) psychographic segmentation.
D) demographic segmentation.
E) buying condition segmentation.

F) A) and B)
G) A) and C)

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Question 22

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Five general criteria are often used to select target segments.They include: (1) the size of the market; (2) expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of reaching the segment; and __________.

A) compatibility with the organization's objectives and resources
B) potential of a marketing action to reach a segment
C) similarity of needs of potential buyers within a segment
D) difference of needs of buyers among segments
E) potential for increased profit

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

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Question 23

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Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

The quantity consumed or patronage (store visits) during a specific period is referred to as

The company name Zappos was chosen because it

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

-The Sporting News Baseball Yearbook used 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

All of the following are criteria used for forming market segments EXCEPT:

The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Universal Concerts wants to bring a series of country music concerts to Canada next year.In general,Western Canadians prefer country music while Eastern Canadians prefer rock.Thus,a country music event in eastern Canada is very likely to have lots of empty seats even though it is more popular than the western part of the country.If it can book only one venue,Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold out concert.

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

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

The fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

The Sporting News Baseball Yearbook had exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is the basis of its market segmentation strategy?

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 consists of businesses similar to its first customer,a fertilizer manufacturer that was located in a rural area.If the firm decides to expand to the U.S.,it most likely will use which of the following strategies to segment its market?

At a Hallmark store you can find several different product lines of greeting cards,likely including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African-Americans.This is an example of __________ segmentation.

Manufacturing a product only when there is an order from a customer is referred to as