Chapter 7_NEW! Mini Sim_Segmentation, Targeting MARK3300

The average American house is 2600 square feet, with 85% having washer and dryer hookups. The average American apartment is 940 square feet, with 67% having washer and dryer hookups. The average American condominium is 1750 square feet, with 91% having washer and dryer hookups. Select an option from the choices below and click Submit. - Apartment - House - Condominium

- Apartment

You are focusing on two product attributes when promoting the Sauber washer-dryer. Given what you know about the Sauber washer-dryer combo, which product attributes do you want to promote to your target market? Select an option from the choices below and click Submit. - Cleaning power and convenience - Cycle time and cleaning power - Cycle time and convenience

- Cleaning power and convenience

Choose the two variables that would be most predictive of purchase intent for the All-in-One washer-dryer. Select two options from the choices below, and then click Submit. - Dwelling type: apartment, condo, or house - Religious orientation: beliefs and worship - Household size: how many people?

- Dwelling type: apartment, condo, or house - Household size: how many people?

The last segmentation variable you need to consider is income. You could target consumers with high incomes (greater than $100,000) or medium incomes (between $40,000 and $99,999). Sauber eliminated consumers with incomes less than $40,000 from consideration because not enough of these consumers have the ability to purchase their own laundry machines. Select an option from the choices below and click Submit. - Medium income - High income

- High income

Now that you have your primary segmentation variables identified, what should your next step be? Select an option from the choices below and click Submit. - Identify the market segments to target. - Design a marketing campaign. - Identify an overall positioning strategy.

- Identify the market segments to target.

Everyone at Sauber is now in agreement that consumers who are time-pressed are the best target market for the All-in-One washer-dryer. Therefore, the target market for the washer-dryer combo is a busy, small-household, high-income consumer who lives in an apartment. In order to promote the All-in-One washer-dryer to this target, you need to decide how to distinguish it from its competitors. What is a good number of key product differences to promote? There may be more than one good choice here. Select an option from the choices below and click Submit. - Three - One - Two (One of the best choices)

- Two

Behavioral

- Usage rate: Erin loves lattes and visits her local coffee shop on a daily basis to get her fix. - Occasion: George only buys his wife flowers once a year. She gets a dozen red roses every Valentine's Day.

Demographic

- Life Cycle: Louis and Theresa have a full house of kids living at home ages 15, 12, and 10. - Occupation: Tyrese is an engineer who works full time for a government contractor.

Keeping the target market and competition in mind, what is the best way to position the Sauder washer-dryer in the marketplace? Laundry appliance consumers seek a number of attributes from the product. Fortunately, you just received data from a recent consumer survey identifying cleaning ability, price, and machine size as the three most important attributes to consumers. Select a positioning statement that you feel captures Sauber's differential advantage most accurately. Select an option from the choices below and click Submit. - Sauber All-In-One: Small machine, small price. - Sauber All-In-One: Cleanest clothes, high price. - Sauber All-In-One: Cleanest clothes, small machine.

- Sauber All-In-One: Cleanest clothes, small machine.

Which perceptual map best represents your positioning strategy? Select an option from the choices below and click Submit. - Shows a diagram with a star on the right (Between high and small) - Shows a diagram with a star on the left. (Between high and large)

- Shows a diagram with a star on the right (Between high and small)

The VP continues: "I need you to analyze three key demographic segmentation variables and make recommendations for each. As you make your recommendations, keep the washer-dryer's key attributes in mind. We'll begin with household size." Select an option from the choices below and click Submit. - Medium households: 3-4 members - Small households: 1-2 members - Large households: 5+ members

- Small households: 1-2 members

Social butterfly: With large social circles and lots of activities, these consumers are always on the go. Typically young, these consumers move from work, to the gym, to a night on the town nearly every night. A quick change of clothes is all they need to keep the party going. Work-a-holic: With a high-pressure job and the CEO's office in sight, it's not uncommon for these consumers to pull 80+ hour work weeks. Approaching their mid-30s, these consumers recognize that their professional aspirations have taken a toll on their social life, but for now they're content with the sleep-work-sleep routine. Homebody: With a comfortable career and income, these consumers know what makes them happy: reading, listening to music, and spending time at home with their pets and close friends. Select an option from the choices below and click Submit. - Homebody - Work-a-holic - Social butterfly

- Social butterfly

Psychographic

- Social class: Ellie has a Harvard MBA, a $500,000 salary, a trust fund, and a high-power career, which places her in the upper upper class. - Personality: Phil is outgoing, gregarious, and always up for an adventure.