When engaging in the market segmentation process: if a segment can be further subdivided, it should be. - the basic problem is one of finding customers once the company's product is perfected. - the firm hopes to understand the customer response characteristics of each segment. - the primary consideration is segment accessibility. Business marketers are LEAST likely to use which factor to segment their markets: brand personalities operating characteristics personal characteristics - purchasing approaches Target marketing helps organizations connect with customers by: - defining the needs of all customers within the market. focusing resources to meet the needs and wants of particular customers. - isolating themselves from normal competition. - looking for small niches that can be defended easily. A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize: - the higher average salaries earned by college graduates. - the great variety of classes offered. providing classes at convenient times and asynchronous distance learning courses. - discount pricing for students taking more than twelve credit hours. Dalia is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis? - the % of parents in the area who can afford to send their children to day care and who are willing to do so. the average number of older siblings of the children who might use the day care center. the number of children needing day care in the immediate area the fixed costs of the center Market segmentation involves aggregating prospective buyers into groups that: - go shopping on a regular basis and are responsive to marketing research. spend money freely and live in similar neighborhoods. are of similar age and income and who pay attention to marketing messages. - have common needs and respond similarly to a marketing action. Pet Supplies Minus divides the pet food market according to the pet owners' gender, occupation, income, and family life cycle. Which variables has the company used for market segmentation? benefit demographic geographic - psychographic Which of the following is an example of a single product with multiple market segments? - Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. Kellogg's and Post both make bran cereals with raisins. Quaker Oats oatmeal sells both its hot cereals and cold cereals to people of all ages. Which statement demonstrates the formation of a segment based on lifestyle? - A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. - A gourmet grocer advertises its services on a small classical music station even though there is a much larger rock station in the area. - Campbell's makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. - GE built a downsized microwave oven to hang under kitchen cabinets. Page Under what circumstances would local marketing likely be the most effective? when pronounced regional and local differences in demographics and lifestyles are present - when pronounced similarities in psychographics are present - when pronounced differences in psychographics are present - when pronounced differences in lifestyles are present Regarding market segmentation: - a firm with multiple market segmentation is going to experience some degree of cannibalism, i.e., one of its products will take sales from another of its products. a single market segment approach is generally focused on a small market away from the so-called "center" of the total market. - the idea of multiple market segmentation is to give each market segment the choice from among several brands from the same seller. - the single market segment approach is usually some form of the me too strategy. The concept of "positioning refers to: - the level of quality that a product possesses relative to competitive offerings. - trying to capture the ideal store location on major streets so that customers have easy access. - merchandise layout within a retail locationshelving, interior design, etc. - the image or view of a product that buyers have come to hold. Less-for-much-less positioning involves meeting consumers: - lower quality requirements at the lowest possible price high quality requirements at a discounted rate - quality performance requirements at a lower price - lower quality requirements in exchange for a lower price In looking at product assortment depth, one option a firm might explore is to: - use the balance available in brand equity to fund new product research and development. - adapt to consumers' changing preferences and either increase or decrease the number of products. - eliminate some distributors to streamline the supply chain. - reposition each brand more effectively. A college that has separate graduate & undergraduate admission offices recognizes that these are distinct: - brand depth determinations. - cobranded services extensions. - levels of student quality. product/service lines