Machel Montano is a world-famous Soca music entertainer. His Canadian tour is often sold out but his advertisements are generally played on subcultural radio stations, podcasts, or announced at Soca parties. His promotional team use what type of segmentation?

a. Demographic segmentation

b. Psychographic segmentation

c. Benefit segmentation

d. Geographic segmentation

Statflo is a sales acceleration tool that empowers sales personnel in the wireless industry to connect with their customers in a more frequent and personalized way. Recently they launched a new product called "Ketch 'up". Ketch 'up is focused on helping sales personnel talk to the right person at the right time, using the right verbiage. Statflo is encouraging what type of marketing strategy?

a. Undifferentiated targeting

b. Multisegment targeting

c. One-to-one marketing

d. Concentrated targeting

Bernie works at Clio in the marketing department. He wrote this positioning statement "For small to medium law firms, that require a central cloud-based system to run their law firm, Clio legal practice management software, is the easiest collaborative and most results driven software for legal firms". What is missing?

a. Frame of reference

b. Reason to believe

c. Targeted consumers

d. Point of difference

Focus on the Family is a religiously conservative organization that funds music broadcasts, and talk shows. They tend to focus their syndicated shows in areas of the United States called the "Bible belt". These Bible belt areas generally have a high density of religious organizations. Many families are third or fourth generations in their communities, and pride themselves on their conservative values. They are using what type of segmentation?

a. Demographic segmentation

b. Benefit segmentation

c. Psychographic segmentation

d. Geographic segmentation

Janice works in a software company on the marketing team. A month ago, she brought up the need to have a social media management tool. Since then she has gathered needs from all the other marketing coordinators, received budget approval from Theresa in finance, completed three meetings with Landon in procurement to make a vendor contract, and received the signed contract back from Hootsuite. Now Ted, her manager needs to countersign the contract so that she can book her first training session. Who will be the user(s) in this buying centre?

a. Landon

b. Janice

c. The marketing coordinators

d. Theresa

The city of Vancouver has a job training program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge. This situation illustrates which market segmentation problem?

a. substantiality

b. identifiability and measurability

c. responsiveness

d. accessibility

Why is market segmentation important?

a. identifying groups of customers with similar needs and to analyze the characteristics and buying behaviour of these groups

b. cutting into sales of a firm's existing products with the sales of a new product

c. establishing a unique brand for their products

d. adopting a mass-market philosophy wherein a single market mix can be adopted to meet the needs of the customers in the market

Win works for an arts and crafts equipment manufacturer. He crafted this positioning statement. "To the avid scrap booker who captures every moment and enhances memories with careful touch, Morning Lace Cutter has the highest precision laser cutting among retail grade laser cutters." What is missing?

a. Reason to believe

b. Targeted consumers

c. Point of difference

d. Frame of reference

Tariq works for Search Engine People. This firm helps companies perform better through search engine optimization. He often walks through neighbourhoods to meet business owners and hand out business cards, telling them his elevator pitch on why search engine optimization is the best way to go for marketing. This is classified as which type of business marketing?

a. Network approach

b. Sales approach

c. Derived demand

d. Market management approach

Dropbox began its platform by offering additional space through users inviting others to use the platform as well. Some initial sharers of the platform have over 30 GBs of space for free. Dropbox then allowed high end users to link their account to multiple emails. Dropbox is segmenting their target market through which characteristic?

a. Usage-Rate segmentation

b. Benefit segmentation

c. Geographic segmentation

d. Demographic segmentation