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Exam 9: Market Segmentation, Targeting, and Positioning

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Question 51

Multiple Choice

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Which of the following statements demonstrates the formation of a segment based on usage rate?

A) A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays.
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
C) Campbell's soup makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine.
D) GE built a downsized microwave oven to hang under kitchen cabinets.

E) A) and B)
F) A) and C)

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Question 52

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Ford Motor Company uses the slogan "No Boundaries" for its ad campaigns for Ford SUVs. It invites people who want ultimate people-carrying and gear-storing capabilities "to be outfitted with the most far-reaching sports utility vehicle on earth." If the SUV campaign were simply geared to families with young children, it would be using________ segmentation, but because the campaign is trying to appeal to people who do not like the restrictions of a sedan, who want to be able to pack up and leave at a moment's notice, and who enjoy freedom and independence, it is relying on ________ segmentation.

A) demographic; psychographic
B) demographic; usage rate
C) socioeconomic; demographic
D) psychographic; lifestyle

E) A) and B)
F) A) and C)

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Question 53

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Although segmenting according to the four different variables is important, many experts agree that good segmentation is built around customer's __________.

At a Hallmark store you can find several different brands 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. Hallmark uses a________ Strategy to reach several different market segments.

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

Which of the following is NOT a criterion used for selecting a market segment?

In developing a marketing strategy for the newly released Nike Air Jordan XVII with a price tag of $200, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of:

A local producer manufactures sheet metal that is used to manufacture car doors. This producer finds the NAICS codes for all of the car manufacturers in the area to sell the sheet metal to. This producer is attempting to:

Small athletic shoe manufacturers such as Vans and New Balance have targeted niche markets and made shoes designed to satisfy needs of different customers. This strategy is an example of:

Canadian Tourism Commission currently targets all of the following market segments, except:

KFC has modified its product to satisfy different market segments. In Holland, the mashed potatoes are replaced with a potato-and-onion croquette, and in Thailand, a customer gets fresh rice with soy or sweet chili sauce with his or her chicken. KFC uses:

After launching a brand new, high-end road bicycle to a specific segment interested in road races and triathlons, the company needs to determine whether they properly segmented their market. Which of the below results is likely indicative of success?

Golden Gallon convenience stores sell Golden Gallon brand milk. Every time a customer purchases a gallon of this brand and gives the clerk his or her Golden Gallon card, the card is punched. When the customer has accumulated enough marks, then he or she gets a free gallon of milk. This is an example of segmentation by:

Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where the operation is located serves as a cheap and effective airplane preservative. Which organizational segmentation variables might Evergreen use to segment its market?

Individual movies, magazines, and books are frequently directed to two or more distinct market segments. This is an example of:

Verve creates high-end personalized iPhone cases that use diamonds, gold, and platinum that appeal to very wealthy individuals. Which is their likely segment strategy?

What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?

William Morris 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 had less than 100,000 people. This would be segmenting the market by_________variables.

When Harold Hansen was marketing manager at Creative Concepts Manufacturing Company, he estimated the company would sell a total of 500,000 of their new sandstone coasters decorated with Native American petroglyphs the first year on the market although the company had never before produced a product like that. What is this type of estimate called?

Which of the following statements demonstrates geographic segmentation?