ESSAY QUESTIONS

CHAPTER 6 Segmenting and Targeting Markets

1. You are given the following limited information about a market consisting of ten people. Describe all the possible ways to segment this market. Geographic Region
Northeast
South
South
West
South
South
Northeast
West
West
West

2. Head and Shoulders Shampoo has targeted a new segment of people with dry scalps. To be useful, a segmentation scheme must produce segments that meet four basic criteria. Name and briefly describe each of these four criteria, and assess whether a dry scalp segment meets these criteria.


3. You would like to market a line of aromatherapy candles that not only provide light but also help people relax. Using all five variables for segmenting consumer markets, describe a target market for your products.


4. For toothpaste, list eight benefits that might be sought by consumers. For each benefit, give an existing brand name that best exemplifies segmentation according to that benefit.


5. You would like to start a new food store concept that sells only wholesome and organic foods. Describe three possible target markets for your new concept, using the three strategies for targeting markets.


6. You are the marketing manager for an automobile firm. Your firm would like to introduce a new electric car to the marketplace. You have determined that two important dimensions for positioning a product are (1) styling (sporty or traditional) and (2) price (high or low). Place the competing cars listed below on the perceptual map provided. Assuming the listed cars comprise all competitive cars, what position should your firm's new car have?





Porsche, Cadillac sedan, Jaguar, Lincoln Continental, Ferrari, Oldsmobile sedan, Honda Prelude, Buick sedan, Corvette, Ford F-150 utility truck, Acura 4-door

Essay Question Solutions