Turkey Hunting Equipment: Around the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird in North America.
The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
- Refer to Turkey Hunting Equipment. Wild turkey hunters would be defined as a:
a. market segment
b. market position
c. segmentation base
d. retail position
e. consumer position
ANSWER: a
- Refer to Turkey Hunting Equipment. Given that the wild turkey hunters number approximately 2.7 million, it meets the segmentation criterion of:
a. substantiality
b. accessibility
c. reliability
d. responsiveness
e. functionality
ANSWER: a
- Refer to Turkey Hunting Equipment. Segmenting a market based on the fact that people who enjoy hunting typically exhibit a particular lifestyle is an example of ___ segmentation.
a. benefit
b. psychographic
c. geographic
d. geodemographic
e. demographic
ANSWER: b
- Refer to Turkey Hunting Equipment. What kind of strategy does Cost use to select his target market?
a. Concentrated targeting
b. Multisegment
c. Mass marketing
d. Undifferentiated
e. Repositioned
ANSWER: a
- Refer to Turkey Hunting Equipment. Primos Hunting Calls is another company that manufactures wild turkey callers. It claims each of its callers is able to cluck, shriek, and kee-kee (three sounds that have been known to attract the wild turkey). If you buy one of Cost's callers, you are limited to one sound. In this way, Primos has implemented a(n) ___ strategy.
a. multisegment
b. product differentiation
c. undifferentiated marketing
d. target market
e. repositioning
ANSWER: b