Segmentation and Targeting
Which of the following statements best represents a growth mindset?
No question, it's definitely possible to change how intelligent you are.
The Undress company produces a dress that women use to quickly and easily change in public. The company is just over a year old and has been successful through a Kickstarter campaign. The Undress company has identified a customer segment, but if it wants to reach a larger customer segment market outside of the Kickstarter family, what question must it answer?
How can it identify and reach the larger market more effectively?
After a targeted segment of kids under twelve was chosen by a sugar cookie company, the company had to decide on its marketing mix to that segment. When deciding on a price strategy for its cookies, what questions should the company ask?
How much is too expensive or too cheap?
Where does your segment look for or shop for your product?
How much is too expensive or too cheap?
A San Francisco fortune cookie company identified its largest market as out-of-town visitors. What questions should the company be asking about what to price its product after considering the rest of its marketing strategy?
What do you want your segment to remember about your product? (wrong)
After extensive customer research and segmentation, an artist sketchpad company decided it would offer low-priced pads for artists. It then decided it could off-set the lower price by removing the pads from retail stores and offering them exclusively through their own website. After implementation of their marketing strategy, sales plummeted for the sketchpad. What question should the company have asked itself about the promotion of its sketchpad before implementing their new marketing strategy
What would be the ideal price for your targeted segment? (wrong)
A bicycle repair company conducted segmentation research and then targeted their direct mail coupons for a first bike tune-up to that identified customer segment. What basic question did targeting and segmentation answer for the company?
Who am I trying to reach?
You are newly employed at the Passion Planner company which produces and sells compact yearly planner books. It is a two-year-old startup company and has been successful to this point through Kickstarter campaigns. In order for Passion Planner to more effectively reach its customer segments for future marketing opportunities, what question must it answer?
Why did the current customers buy our planners?
Which of the following statements best represents a fixed mindset?
You are born with a certain level of intelligence, and this isn't something you can really change.
There are 100 apartment complexes (worth ~$350K annually in potential contracts), that the Go Green recycling company has identified which don't offer recycling for their tenants. The city just passed a law requiring large apartment complexes to recycle. Go Green has contacted apartment complex owners offering their services with mixed results. Which one of the criteria for defining a potential market is missing from this example?
an organization has the ability to pay for the service
If behavioral segmentation includes the knowledge of, use of, response to, and attitude toward a product, which choice below is an example of a behavioral segmentation?
an rental car company targeting customers with over 50 car rental instances through the rental car company
A uniform maker decided it would open a new market in the uniform business. In order to identify the potential market, it started within its own state and selected the healthcare segment, such as hospitals and care centers. This is an example of:
business-to-business segmentation
A sock company wants to better understand its customers. The marketing department discovers that the majority of customers are non-professional athletes who are not fashion conscious and are looking for bargain-priced socks, mostly in white. What analysis did the marketing department just perform?
customer segmentation identification
Tabatha was looking into switching coffee products when her group of friends suggested she check out the local coffee shop that sold a house blend that they liked. Tabatha was influenced by her friends and accompanied them to the coffee shop to try out the house blend. She liked it and purchased a bag to take home. The local coffee house had created an atmosphere and following of fans by offering a free cup if a regular brought in a friend. The coffee shop targeted its marketing using what type of approach?
decision-maker segmentation
Taejon was looking into a new printer for his home when his teenage son Tyson, handed him advertisements of the three printers he had been researching for his computer. Taejon ended up focusing his efforts on those three printers and finally purchased one of them at Costco. These three retailers targeted their marketing by what type of approach?
decision-maker segmentation
A national political organization segmented the area of Jackson Hole, Teton County in Wyoming for its political marketing campaign. It found that 48.7% of the population has a bachelor's degree or higher, and that the population's ethnicity is 80.9% caucasian, 1.2% and 1.0% Native American, and 15.2% Hispanic. It also found that the population is 48.2% female. What segmentation analysis approach did the organization use?
demographic segmentation
A breakfast cereal company ran a segmentation analysis of potential new customers and identified these characteristics: single fathers with at least two children under the age of twelve and who work full time, are focused on nutritious meals, and live in the city. What could the company do to market to this potential market segment?
differentiate their breakfast cereal as a healthy, fast breakfast the kids can make for themselves because they are a busy family
An oatmeal company segmented potential customers of a group as families with two children under the age of ten, living in the suburbs, concerned with nutrition, and having one or both parents working full time. With this potential market, what could the company do to market to this segment?
differentiate their instant oatmeal as a healthy, fast alternative for busy families
Leondra looks over her Algebra homework and says to herself "I'm probably not going to be able to do this - I'm just not a math person." Leondra is exhibiting a
fixed mindset
A snowboarding manufacturer segmented areas in the states containing ski resorts by zip code and targeted TV ads in those zip code areas to raise the brand awareness of their snowboarding products. What segmentation analysis approach did they use?
geographic segmentation
HandMaster sells garden gloves and decided to conduct market segmentation to better understand its customers and identify new markets. The first step it took was to identify the total market for its gloves. Next it conducted focus groups and store demonstrations to collect more detailed data. However, HandMaster forgot one important step. What was it?
identifying its marketing goals to direct its segmentation strategy
The garden hose company, Water Tight, has decided to conduct market segmentation to understand its customers better and identify new markets. It first identifies the total market for its hoses. Next it conducts research, focus groups and surveys to collect more detailed segment data. What important step did Water Tight forget to take?
identifying its marketing goals to direct its segmentation strategy
McDonald's decides to focus its marketing efforts on two target markets, the Asian-American community and the healthy eater segment. This multisegment strategy has the advantage of:
increasing total sales by targeting more customers
The Outdoors Pac company had an avid customer segment in the backpacker world. The company periodically sent out customer surveys to discover their demographics, lifestyles, and preferences. What it discovered is that many of its customers enjoyed the same elements of its bags. Armed with this and other information from the surveys, the company created a new backpack with integrated solar panels on the outside flap that charged small electronics. The backpack was a huge success, and inventory was sold out frequently. What ideal market segmentation approach did Outdoors Pac emphasise to tap this market's enthusiasm?
its internally homogenous approach
If the company Target is marketing the same way to an entire market, trying to reach the largest audience possible, which targeting strategy is it using?
mass marketing
If the company Walmart has an ad at the Superbowl so it can market to the largest audience possible with the same marketing message, which targeting strategy is Walmart using?
mass marketing
A local property management company has seen little increase in its revenues over the last year. Its new marketing director, Kim, conducts several segmentation surveys and discovers an improper alignment of company marketing efforts with its actual and potential customer segments. With customers more clearly identified, Kim strategizes the types of marketing campaigns to effectively reach these current and potential customers. Kim used segmentation identification to meet which of her company's objectives? In order for segmentation :
reducing company risk by deciding where, when, how, and to whom a product, service, or brand will be marketed
You invent of a new type of dog leash. You choose a market segmentation approach and decide to target the large national population of dog owners. After reviewing what identifies an ideal market you realize your segmentation approach does not meet any of the effective segmentation conditions. At this point you should:
refine your approach by going back to the drawing board
Shenzhen MileSeey Technology Co., Ltd. is a product manufacturer of laser distance meters. On its website it states it provides "solutions to Surveying, Construction, Design field and Automation in Electricity Power, Water Power, Transportation and Environmental Monitoring. In the near future, MileSeey Laser Distance Meter and MileSeey Laser Measuring Technologies will help Pilotless Automobile, Underground Mining, Medical equipment and Aerospace to be more intelligent and more efficient." This indicates that MileSeey has done effective:
segmentation identification
Direct mailing campaigns were sent out each month around the region for the area's thrift shop and consignment store. The region had a booming economy, and unemployment was down to 1% over the last five years. What was probably the effect of this thrift store's marketing campaign?
the advertisements wasted money and time because they were not targeted properly
