Chapter 2 Segmentation, Targeting and Positioning

Question

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide. It specifically targets vacationers and advertises in travel magazines and through travel websites with a campaign that emphasizes its quality customer service and well-maintained cars. Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake. For example, Rosetta stocks more convertible cars in its warm California lots than in New York. Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.

80) In the RENTAL CAR MINI CASE, Rosetta exercises ________ when it stocks more convertible cars in California than in New York.

A) demographic segmentation

B) geographic segmentation

C) sociocultural segmentation

D) psychographic segmentation

E) usage-situation segmentation


81) In the RENTAL CAR MINI CASE, Rosetta focuses on vacation travelers, as opposed to business travelers. Dividing the market in this way is known as ________.

A) psychographic segmentation

B) geographic segmentation

C) demographic segmentation

D) sociocultural segmentation

E) psychological segmentation

82) Targeting is the process of dividing a market into subsets of consumers with common needs or characteristics.

83) When Qantas offers First Class, Business Class, Premium Economy, and Economy, with different features and amenities for each segment, they are engaged in positioning.


84) Effectively catering to the distinct needs of consumers by offering them clearly differentiated products involves much higher research, production, advertising, and distribution costs.

85) Catering to the distinct needs of consumers by offering them clearly differentiated products is significantly more profitable than mass marketing.

86) Marketers use segmentation research to identify the most appropriate media in which to place advertisements.

87) Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and that have needs that are likely to grow larger over time.


88) Every segment that can be identified is inherently viable and profitable as a basis for targeted marketing.

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