Segmentation

A neighborhood restaurant in a diverse market area sought to appeal to a wide range of consumers by offering a menu with a few choices from each of several different styles of cuisine— American, Italian, Chinese, German, Thai, and Indian.  Recently, the restaurant has lost sales to newer restaurants that offer many choices from a single style of cuisine.  This example illustrates the danger of adopting a _______________ approach

• single target market

• multiple target market

• combined target market

• structured target market

A local bakery has been struggling to compete with larger chain bakeries that offer a wide variety of baked goods. In an effort to attract more customers, the bakery decided to focus on a few specialty items, such as artisanal bread and gourmet pastries. This situation highlights the risk of adopting a _______________ strategy.

• niche market

• mass market

• broad market

• targeted market

A tech startup aimed to reach a diverse audience by developing a product that includes features appealing to both casual users and professionals. However, they have seen limited success compared to competitors who focus on a specific user group. This scenario exemplifies the challenges of a _______________ marketing strategy.

• focused

• diversified

• generalized

• segmented

The pastor of a new church decides to start prospecting for new members. He focuses first on people who live within a

mile radius of the church, and contacts them via mail and by visiting them door-to-door. He then moves on to people

who live from one to two miles away from the church, then two to three miles away, and so on, up to a limit of ten

miles away. The pastor appears to be focusing on a __________ segmenting dimension

• behavioral

• demographic

• benefit

• geographic

• relationship

A father taking his family of four on vacation was trying to make hotel reservations for a trip to Disney World. He first eliminated

all hotels that were in excess of two miles from the main gate to Disney World. Then he focused exclusively on hotels offering

suites so that his family would have more space. He eventually selected the Excelsior Hotel because he knew the hotel offered

suites and a complementary breakfast. For him, the available of the complementary breakfast was a ______________

segmenting dimension.

• qualifying

• determining

• differentiated

• geographic

• demographic

The “product space” graph (perceptual map) resulting from a positioning study for shampoo shows a substantial target market that is currently served by only one product—“Exotic Balsam.” Which of the following is a reasonable course of action for a competing manufacturer?

• Develop a new product to compete with Exotic Balsam

• Look for an area on the map where there is a smaller target market that is not served by any current products

• Attempt to reposition a current product as an alternative to Exotic Balsam

• Do a broader analysis that includes an examination of customer needs and attitudes

• Any of the above might be reasonable, depending on the circumstances

A smartphone manufacturer decided to launch a new device that caters to both tech enthusiasts and everyday users. However, the product has not gained traction in the market, especially against competitors who target a specific demographic. This situation illustrates the pitfalls of a _______________ marketing strategy.

• focused

• diversified

• generalized

• segmented

A couple planning their wedding wanted to ensure they catered to a wide range of guests by offering a buffet with various cuisines. However, they noticed that guests preferred the more specialized plated meals offered by other venues. This scenario highlights the risk of adopting a _______________ approach.

• niche market

• mass market

• broad market

• targeted market

A local gym aimed to attract a diverse clientele by offering a variety of fitness classes, from yoga to high-intensity training. However, they have seen a decline in memberships as specialized studios focusing on single types of workouts gain popularity. This example demonstrates the challenges of a _______________ strategy.

• single target market

• multiple target market

• combined target market

• structured target market

A family planning a road trip decided to choose accommodations based on their proximity to national parks. They first ruled out hotels that were more than 30 minutes away from the parks. Then, they prioritized hotels that offered family-friendly amenities such as pools and game rooms. The availability of these amenities was a ______________ segmenting dimension.

• qualifying

• determining

• differentiated

• geographic

• demographic