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Unformatted text preview: , Rembrandt
Fresh Breath: Close-up, Pepsodent
Tartar Control: Tartar Control Crest, Tartar Control Colgate
Plaque Reduction: Dental Care, Viadent, Dentagard, Peak, Mentadent
Stain Remover: Pearl Drops, Topol, Caffree, Zact, Clinomyn, Rembrandt
Gingivitis/Gum Disease Prevention: Crest, Colgate, Mentadent
Flavor/Great Taste: Aim, Colgate, StripeFun for Kids: Crest Sparkle, Oral-B Sesame Street,
No Mess: Pump, neat-squeeze, and specially capped toothpastes
Sensitive Teeth: Sensodyne, Denquel, PromiseAll-in-One: Aquafresh
Denture Cleaning: Dentu-Creme, Dentu-Gel, Complete
Baking Soda: Arm & Hammer, Mentadent
Low Price: Arm & Hammer, store brands, brands on sale
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB MSC: BLOOMS Synthesis 13. What is usage-rate segmentation? What is the 80/20 principle, and how does it apply to usage-rate
Usage-rate segmentation divides a market based on the amount of product customers purchase or
The 80/20 principle states that 80 percent of the demand for a product is generated by 20 percent
of all customers. While the percentages are not always exact for all product categories, the
principle highlights the disproportionate share of the total consumption of many products and
focuses marketers on heavy users.
KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB MSC: BLOOMS Synthesis 14. Name the four broad segments of the business market.
The four broad segments of the business market are:
KEY: CB&E Model Customer OBJ: 08-5 TOP: AACSB MSC: BLOOMS Synthesis 15. List, in correct order, the steps in segmenting a market. ANS:
The four segmentation steps are to:
6. PTS: 1
KEY: CB&E Model Strategy select a market or product category for study
choose a basis or bases for segmenting the
select segmentation descriptors
profile and analyze segments
select target markets
design, implement, and maintain appropriate
OBJ: 08-6 TOP: AACSB MSC: BLOOMS Synthesis 16. Name and describe the three targeting strategies. For each strategy, name one advantage and one
disadvantage of using the strategy.
UNDIFFERENTIATED TARGETING STRATEGY. This strategy adopts a mass-market
philosophy, viewing the market as one big market with no individual segments. Advantages
include potential savings on production and lower marketing costs. Disadvantages include
susceptibility to competitive inroads and a higher likelihood of unimaginative product offerings
with little appeal.
CONCENTRATED (OR NICHE) TARGETING STRATEGY. This strategy entails the selection
of one segment of a market for targeting. Advantages include concentrated efforts on a highly
specialized marketing mix that meets target needs, concentration of resources, the ability to
compete against larger firms, and the ability to establish a strong position i...
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This document was uploaded on 09/29/2013.
- Fall '13