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Exam 6: Market Segmentation, Positioning, and the Value Proposition

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Question 21

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State Farm's "Like a Good Neighbor" ad campaign is an example of consistent positioning over time.

A) True
B) False

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Question 22

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The selection of key themes or concepts that the organization will feature when communicating with customers about their brand is known as

A) market segmentation.
B) marketing mix.
C) positioning strategy.
D) STP marketing.

E) All of the above
F) None of the above

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Question 23

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Scenario 6-1 Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp) -(Scenario 6-1) It appears that the management at Gillette has performed the fundamental task behind effective segmentation.Gillette has matched what members of different segments want with

In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did.But one issue that was NOT a factor was that the segment

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

When Tylenol's competitor, Excedrin, touted its benefit as providing pure headache relief unlike Tylenol's flu and cold symptom relief, Excedrin implemented user positioning.

The American Pork Producers has been running a long-term campaign with the tagline "Pork.The other white meat." This is an example of

Scenario 6-2 El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all." -(Scenario 6-2) Which of these brands attempts to reach a market segment through product placement?

Any meaningful positioning strategy needs to include several broad elements in its message-including attention-getting, variety, flexibility, and complexity.

A major criterion to consider during segment selection involves the companies that are vying for that segment's business.What term is used to define this concept?

Scenario 6-4 Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium.Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants.Subsequent market research conducted for them painted a different picture.This research identified three particularly strong market segments.The first was college students ages 18-24.The next segment was retired seniors ages 65-80.The third segment was professional offices for doctors, accountants, and lawyers.The college students liked houseplants because they dressed up their living spaces.The senior liked them because they became the focus of a hobby.The professionals did not buy them for any reason other than décor. -(Scenario 6-4) The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give.This suggests that The Plantatarium is focusing on what different consumers want from its offerings, that is, _____ segmentation.

Self-expressive benefits are promoted in ads to

The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's segments, its value proposition, and its persuasion tools.

What is a positioning strategy? What are the three main types of fundamental positioning themes? Also, what is repositioning?

Why is benefit positioning often used by a firm when its competitors offer comparable products that basically do the same thing?

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

Scenario 6-4 Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium.Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants.Subsequent market research conducted for them painted a different picture.This research identified three particularly strong market segments.The first was college students ages 18-24.The next segment was retired seniors ages 65-80.The third segment was professional offices for doctors, accountants, and lawyers.The college students liked houseplants because they dressed up their living spaces.The senior liked them because they became the focus of a hobby.The professionals did not buy them for any reason other than décor. -(Scenario 6-4) The Plantatarium promotes itself in different media using the phrase "An out-of-this-world selection of unique plants." This phrase is a reflection of the firm's

What is the difference between a consumer market and a business market? Give an example of each.Then describe how business markets are segmented, and use your example to explain your answer.

Two fundamental questions must be asked by an advertiser when trying to determine which market segment to target.They are "What do members of the segment want in a product?" and

What is the first step in STP marketing, as demonstrated in the Folgers campaign and explained in detail later in the chapter?