Application 1
Application 2
Application 3
Application 4
Application 5
100
ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints. The product is advertised as a powerful pain reliever and a source of deep muscle relaxation. Its soothing warmth can work at night while you sleep to restore your body. The manufacturer of ThermaCare heat wraps is using _____ segmentation.
What is benefit?
100
You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45. Your firm advertises during drive time on easy listening radio stations and on TV on the A&E and the Discovery channels. You are most likely to segment this market on the basis of:
What is lifestyle?
100
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers. For example, Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar. E&V Bridal Studios uses a procedure called _____ to divide its large market.
What is market segmentation?
100
Pharmaceutical firms have introduced new over-the-counter antacids that block the production of stomach acids while still marketing traditional antacids. Traditional antacids treat heartburn by neutralizing stomach acid. If sales of the new acid blockers reduce sales of the traditional antacids, then _____ has occurred.
What is cannibalization?
200
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.
What is satisficers?
200
John Sichner, editor and publisher of Beverage Digest, a trade journal for beverage producers, wrote, "In this day and age, one product can't be the answer for all consumers." In other words, Sichner was opposing the use of:
What is undifferentiated targeting?
200
According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small.
What is substantiality?
200
The advertisements for Torengos tortilla chips that come in cans like Pringles deliberately compare the product to Frito-Lay's Tostitos tortilla chips and ask if you really prefer broken chips. Torengos is being positioned by:
What is competitor?
200
Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home. It is an advice book for new fathers. The book is positioned on the basis of:
What is product user?
300
Magazines like Martha Stewart Living, Better Homes & Gardens, and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.
What is psychographic?
300
After selecting a market for study and choosing bases for segmenting that market, the next step is to:
What is select segmentation descriptors?
300
Hale Professional Landscaping, Inc. finds that the most difficult firms to provide service for are the _____. This group considers numerous, even unfamiliar suppliers, solicits bids, and carefully analyzes options; therefore, it requires a higher level of customer service and follow-up on quotations.
What is optimizers?
300
Recent research of cell phone features (e.g., calendar, push-to-talk, text messaging) used a two-dimension _____ with the axes ranging from low- to high-technological advancement and high-entertainment to high utility to show how the products are perceived by consumers.
What is perceptual map?
300
Disney is offering to print story books about your child. Each 30-page book will be personalized throughout based on information the parents provide. These books are based on the child’s favorite Disney movies. For $20 a month, a new book will be created each month just for your child. This is an example of:
What is one-to-one marketing?
400
General Mills, Inc., is the owner of the Betty Crocker brand. The Betty Crocker catalog sells cooking equipment and tableware and was initially targeted to women 45 and older. In 2001, General Mills decided to revamp the catalog to reach women between the ages of 25 and 45. What demographic variables did General Mills use to segment its market?
What is gender and age?
400
Ayres Corporation makes airplanes. It sells about 50 planes a year to be used as crop dusters, and another 75 a year to delivery companies. In addition, it manufactures another dozen or so that are used for fire fighting and about six a year that are sold for military transport purposes. Ayres Corporation uses _____ variables.
What is company characteristics?
400
Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would "spend some time apart" from Ken, her long-term male doll companion. In addition, Mattel has developed a line of women's clothing under the Barbie label. Sales of Barbie were flat in 2003 and fell in 2004. Mattel is _____ the Barbie brand in order to grow.
What is repositioning?
400
If a market segment is especially motivated by coupons in newspapers, which segmentation success criterion is most influential in the success of this program?
What is responsiveness?
400
Ayres Corporation makes airplanes. It sells about 50 planes a year to be used as crop dusters. It sells another 75 a year to delivery companies. In addition, it manufactures another dozen or so that are used for fire fighting, and it sells about six a year for military transport purposes. What type of targeting strategy is Ayres using?
What is multisegment targeting?
500
The James Hardie Siding Company sells concrete siding. It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed. So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years. In terms of psychographic segmentation, the siding company used the _____ variable.
What is motives?
500
In the off-highway industry, there are a number of machines that are built for highly specialized applications. These machines, such as underground drilling jumbos, harvesting and specialty agriculture equipment, and mining scalers, are built in low volume and require an equally low volume of specialized components. Vastech LLC, a customized manufacturer of drive-train products, uses _____ to reach its market.
What is concentrated targeting?
500
An 18-year-old college freshman might be a "party animal" living in a dorm. Another 18-year old freshman 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 segmentation technique would be the easiest to employ that might help you to distinguish between them?
What is benefit?
500
General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools. This program, called the Box Tops for Education Program, is a means of changing light users into heavier users. In other words, it is a form of _____ segmentation.
What is usage-rate?
500
Everyone tends to go through periods when they feel a need to partake in some kind of exercise and they buy the equipment needed. When they stop the exercise program, the equipment can gather dust or be sold to a store in the Play It Again Sports retail chain. The Play It Again Sports chain carries all kinds of sports equipment at much lower prices than the typical sporting goods store. Typically, merchandise sold in the store has little, if any, wear. By being both a way for people to get rid of unwanted equipment and a source of new-to-you equipment, Play It Again Sports is emphasizing:
What is positioning?
M
e
n
u