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Exam 9: Market Segmentation, targeting, and Positioning

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Question 81

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Figure 9-11 -The perceptual map in Figure 9-11 above shows adult perceptions for beverages.Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults.It will probably be most useful to promote the drink as similar to what?

A) tea
B) fruit-flavored drinks
C) sugared soft drinks
D) regular milk
E) coffee

F) A) and D)
G) A) and C)

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Question 82

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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 expands to the United States,it most likely will use which of the following strategies to segment its market?

A) behavioral and geographic
B) number of employees and behavioral
C) purchase location and purchase type
D) NAICS code and geographic
E) behavioral and NAICS code

F) C) and D)
G) A) and E)

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Question 83

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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,freezer,smoke sensor,and charging station appliance targeted to these students.MicroFridge is most likely using which basis of segmentation?

At a Hallmark store you can find several lines of greeting cards,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.

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a

All of the following are included in an ideal positioning statement except which?

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

The 80/20 rule is most closely related to which basis of segmentation?

Which of the following is a consumer market demographic segmentation variable?

When Ann Taylor,a well-known retailer of sophisticated women's clothing,started losing sales to its own LOFT stores that feature moderately priced casual clothes,Ann Taylor was dealing with the marketing phenomenon known as

Lands' End will custom-fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

What are the four steps to positioning a product with a perceptual map?

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Figure 9-11 -A depiction of a ________ for beverages in the minds of adults is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

Figure 9-11 -Assume that the perceptual map in Figure 9-11 above is an accurate representation for adult consumers.A heavy consumer of mineral water is likely to think that mineral water is

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

The United Talent Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in communities that have fewer than 100,000 residents.In this example,the agency would be using ________ segmentation.

"For World Wide Web users who enjoy books,Amazon.com is a retail bookseller that provides instant access to over 1.1 million books as well as a combination of extraordinary convenience and low prices" is a ________ statement for Amazon.

The Walt Disney Co.carefully markets two distinct Winnie-the-Poohs;one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of