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Exam 8: Segmenting, Targeting, and Positioning

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Question 21

True/False

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Festive Holiday Truffles is a small confectionary company. Its owner has been heard to say she engages in mass marketing. Marketers would call her strategy an undifferentiated targeting strategy.

A) True
B) False

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Question 22

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Clorox targets individuals who buy lots of cleaning products (heavy users). Some of these users are mainly interested in cleaning bathrooms, while others are more concerned with kitchen cleanliness. Clorox doesn't approach these two groups differently but addresses both types of people as heavy users. This is an example of how companies use benefit segmentation.

A) True
B) False

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Question 23

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The closer together two brands are on a perceptual map which of the following is the most likely result?

Karry-Lite, the manufacturer of lightweight suitcases with wheels, uses as its slogan, "Takes the 'lug' out of luggage." Which type of segmentation is illustrated by this slogan?

Marketers use demographic information to segment markets because it is widely available and often related to consumers' purchasing and consumption behaviour. List four 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.

Cannibalization occurs when the sales of an existing product remain the same despite the introduction of a new product.

A 19-year-old college student might be a "party animal" living in a dorm. Another student might be a husband with a small child and a full-time job. If you were in charge of a marketing program aimed at these men, what technique would be the easiest to employ that might help you to distinguish between them?

List in order the steps used to segment a market. Then name two subsequent marketing activities.

A market is best described as people or organizations that have which of the following?

Scenario 8-2 ProtecTV is a product that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player, or satellite TV system. The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language. -Refer to the scenario. By helping parents who want to protect the innocence of their children, which type of segmentation is ProtecTV using?

Single-variable segmentation is clearly more precise than multiple-variable segmentation

Market segmentation helps decision makers to more accurately define marketing objectives and better allocate resources.

Every six months or so, some manufacturer introduces a new shape or colour for the boxes that house the hardware to run PCs. These manufacturers ignore the fact most people like their technology in plain wrappers. These bright colours and odd shapes have failed because the market segment to which they are targeted lacks which of the following?

Ol' Roy (the Walmart store brand) dry dog food is sold at minimal cost with no promotion. KAL KAN Foods markets Pedigree dry dog food and spends time and money to develop ads to show the relationships between dogs and their owners. Since the two companies' products provide the same level of nutrients to dogs, these products are undifferentiated.

What is the term for segmenting markets by region of a country or the world, market size, market density, or climate?

Five statistically distinct health segments in the general population have been identified. One basis for this segmentation was whether a consumer had regular checkups or sought medical treatment only when injured or sick. Which segmentation could be used by health providers to reach these market segments?

Developing a positioning statement is a key managerial activity.What is the benefit of doing this?

One of the trends that will lead to the continued growth of one-to-one marketing is the perception by consumers that they have more things to do and less time in which to do them.

A mobile home manufacturer has decided to add food trailers to its product line. If all the current competitors in that market use a differentiated product market strategy, which strategy would make the most sense for the manufacturer to implement?

A portion of the automobile market loves taking long drives in the country in a convertible while their kids are babysat. What is a term for this subgroup of individuals?