Marketing CH. 6

Which of the following statements illustrates JCF's effective use of lifestyle segmentation to appeal to consumers like Amalia?

JCF Health and Fitness is a total body training program that focuses on fitness, form, and nutrition; each daily session is 45 minutes long and begins and ends on time.

Which of the following considerations would lead Karen and Anika to select a niche marketing strategy?

Karen and Anika are experienced entrepreneurs who own a small company with limited resources.

1. Lawns by Lance

Market Size

3. IKEA

Market Size

Arnita saw an opportunity to extend her WorkIt leggings to the male market—hence the birth of ChaseIt, the new sports legging for men. Her research indicated that sports leggings are popular among runners, cyclists, triathletes, and dancers. What process did Arnita follow to determine which of these groups would represent her primary consumer group?

targeting

"Blank 1" is the primary difference between Arnita's current product line and the new line she is proposing. The difference is a "Blank 2" variable.

1. Gender 2. demographic

Match each product to the most appropriate target marketing strategy for that product.

1. salt Undifferentiated targeting 2. energy drinks Differentiated targeting 3. high-end ties Niche marketing 4. paper clips Undifferentiated targeting 5. bicycles Differentiated targeting 6. hand-carved wood boxes Niche marketing 7. unscented tealight candles Undifferentiated targeting 8. cosmetics Differentiated targeting 9. bags made from upcycled materials Niche marketing

Which JCF service meets one of Amalia's most pressing lifestyle needs?

45-minute sessions that begin and end promptly

Lawns by Lance is headquartered in the city but maintains three satellite offices in each of the suburban towns it services. Each satellite office has a crew/account manager that works directly with customers and communicates regularly with the main office via their company cell phone.

Accessible

A JCF representative persuades Amalia to join the JCF team by highlighting the fact that JCF encourages each person to develop his or her own unique fitness goals, to achieve results, and to build confidence. JCF is appealing to which VALS segment?

Achiever

Lawns by Lance maintains a heavy social media presence. It also offers a user-friendly website where existing customers can upload images of their lawns and landscaping, write reviews, and so forth. All service pricing is laid out clearly on its "Pricing" tab. New customers enjoy a free consultation and a 10 percent discount off their first service.

Actionable

3. Just Beginning

Age Income

3. Glossier invests in a co-creation strategy in which it partners with customers to develop its products.

Allocate marketing resources

6. Glossier will look to new ways to leverage social media and technology.

Allocate marketing resources

3. The Purple Plum is the only Asian restaurant on the river that offers panoramic views.

Competitive environment

4. The Purple Plum's expanded menu consciously omits those dishes that its competitors already offer; it wants to be the only Asian restaurant in town with a robust menu of unique dishes.

Competitive environment

2. Coffee, Always

Customer Convenience

4. IKEA Showrooms

Customer Convenience

5. 7-Eleven

Customer Convenience

2. Glossier's brand emphasizes real, fresh, basic beauty.

Define marketing strategies

5. Glossier puts skincare first and then showcases products that enhance natural beauty.

Define marketing strategies

1. Glossier puts a lot of effort into really getting to know who its customers are.

Define needs and wants

4. Glossier encourages two-way conversation between its customers and brand.

Define needs and wants

Lawns by Lance segments his suburban customers into two main groups: those that also need their flower beds maintained and those that need their trees and bushes well-trimmed.

Differentiable

By highlighting the fact that JCF Health and Fitness offers expert exercise programs that change daily to keep the mind engaged and the body active suggests that JCF is hoping to appeal to which VALS segment?

Experiencer

1. The Full Monty

Family Size Marital Status

Which potential demographic segmentation variables can Arnita use to determine her target market for this new product? Select all that apply.

Gender Income

2. Marketing research showed that many people in the city do not necessarily have a favorite Asian cuisine; rather, they enjoy dishes that blend together flavors from different Asian traditions.

Growth potential

5. The Purple Plum hopes to attract the new influx of young urban professionals and families looking for the types of Asian Fusion restaurants they're used to seeing in the city.

Growth potential

2. Somewhere in Between

Income Marital Status

Lance's sister Laurel has joined the Lawns by Lance team as their marketing and account manager. Everywhere she looks in her suburban town, and in the two towns just miles away, she sees the visible signs of her brother's work. In addition, Laurel maintains detailed records of all customers, how frequently the contracted services are provided, and how many new customers sign on each quarter.

Measurable

Match each of the options above to the items below.

Smashburger - Growth potential Glossier - Level of Competition G Adventures - Strategic Fit

1. The Purple Plum's new line of traditional Chinese and Japanese dishes are intended to attract those customers who want more Chinese and Japanese menu options.

Strategic fit

6. The Purple Plum's location right on the river offers beauty and refuge for those seeking to enjoy a good meal away from the hustle and bustle of the city.

Strategic fit

Lawns by Lance started out by doing regular spring maintenance of the lawns in the city park, but this work wasn't sustaining his business. One day Lance took his crew out to his sister's in the suburbs to seed and groom her lawn. He did such a great job, that all of her neighbors wanted him to work on their lawns—and then some. The majority of his business is now concentrated in the suburbs and his business has boomed.

Substantial

Luna and Mario perform a SWOT analysis as they consider which consumer groups to target with their new pizzeria. Of course, one of their key target markets is students. From Luna and Mario's perspective, which of the following represents both a strength of and an opportunity for their proposed business?

The pizzeria will be open until midnight, while the university cafeteria closes at 3 p.m.

Based on Arnita's market research and other considerations, which consumer group best represents her target market for her new line of sports legging?

The recreational cyclists because as the fastest-growing type of cyclist, they represent the best opportunity to maximize sales.

In addition to targeting the students, faculty, and staff of City of Angels University as potential customers, Luna and Mario are thinking about targeting local families in the evening hours, when the campus is less busy. Luna and Mario would like to offer an express delivery service to houses and apartments within a 15-mile radius of their pizza parlor. Should Luna and Mario pursue this market (people who want pizzas delivered to their homes in 30 minutes or less)? Why or why not?

They should not target this consumer group, because locally established competitors (Pizza Hut, Domino's, and Papa John's) have many more available resources for delivering pizzas quickly.

Which of the following is a psychographic segmentation description that might be applicable to the WorkIt legging?

achiever who is motivated to accomplish goals and meet objectives

If automakers used ________ segmentation, they would use vehicle features such as the availability of a moon roof and Bluetooth capability to find customers similar to Justin.

behavioral

In developing their consumer targeting plans, Luna and Mario are aware of the importance of strategic fit. Of the following possible target groups, which are the best strategic fit for Luna and Mario's pizzeria? Why?

businesses in the area surrounding the campus, because many workers like to get out of their offices for an inexpensive lunch

Justin would prefer a cool-looking sports car, but he simply cannot afford one. If car marketers were to segment Justin according to his budget needs, this would be considered ________ segmentation.

demographic

Eugene represents a new target market that falls outside of Arnita's primary market segment (women). Which target marketing strategy is Arnita's marketing team using to reach this new segment?

differentiated

If Karen and Anika want to make their services available to all the different people who live in their neighborhood, for example, single professionals, small local business owners, retired senior citizens, and families with small kids, then they should implement a(n) ________ strategy.

differentiated targeting

If Karen and Anika want to offer childcare services to young families and scheduling services for doctors' appointments or insurance claims services for senior citizens, which target marketing strategy should they use?

differentiated targeting

Which potential psychographic segmentation variables can Arnita use to determine her target market for this new product? Select all that apply.

fitness-conscious fashion-conscious achievement-oriented

Arnita was hoping to ship her products for a relatively low cost, meaning that she wants to avoid having to ship far away. Based on this, what critical segmentation method should she consider when identifying her target market?

geographic segmentation

Not surprisingly, Luna and Mario plan to name their pizza parlor "Luna and Mario's." They feel very enthusiastic about renting space and opening very close to City of Angels University because the campus is thriving. In addition, the university's public relations office has indicated that in the coming years, the university will have more students, faculty, and staff each year. Based on this information and on their desire to target the university community, Luna and Mario believe that their pizzeria has

good growth potential.

Which potential behavioral segmentation variables can Arnita use to determine her target market for this new product? Select all that apply.

individuals loyal to the WorkIt brand individuals that regularly track running pace individuals that measure heart-rate while working out

Which potential geographic segmentation variables can Arnita use to determine her target market for this new product? Select all that apply.

least relevant for this product category

Viola never fails to stop by her local Starbucks each morning between 7:30 and 8, so the baristas have come to know exactly what she wants when she wants it—even before she orders her drink through the app. Which behavioral variable would you use to segment Viola in this case?

loyalty

If Arnita decides she wants to pursue someone within Alejandro's market segment, namely other competitive cyclists who care little to nothing about wearable technology, which targeting strategy should her marketing team use to reach that target segment?

niche

If Karen and Anika want to offer comprehensive assistance to small business owners to help them achieve work-life balance, which target marketing strategy should they use?

niche marketing

Viola's favorite drink is the Starbucks latte, but every year around the winter holidays, she switches to a peppermint mocha. As a Starbucks marketer, which behavioral variable would you use to segment Viola in this case?

occasion

If automakers were to segment Justin based upon the type of active lifestyle he leads, this would be considered ________ segmentation.

psychographic

Arnita made it a point to maintain the biodegradable synthetic material in her new line of sports legging because environmental awareness is part of her brand and mission statement. Her target market was impressed by this. Which key targeting criterion is Arnita considering in her target selection process?

strategic fit

Viola pre-orders her favorite Starbucks drink—a latte—via the Starbucks app on her phone every day of the week. If you were a Starbucks marketer, which behavioral variable would you use to segment Viola in this particular case?

usage rate