0 Exact answers 0 Text answers 35 Multiple-choice answers
Marketers must be careful to guard against ________ when using age and life cycle segmentation.
cultural bias
traditional marketing
stereotyping
underestimating
discrimination
Many marketers believe that ________ variables are the best starting point for building marketing segments.
age
beneficial
behavioral
family size
gender
Markets can be segmented into group of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________
usage rate
behavior
user status
loyalty status
benefit
By studying its less loyal buyers, a company can detect which brands are most ________ with its own.
complementary
used
competitive
similar
often overlooked
Consumer and business marketers use many of the same variables to segment markets. In
addition, business marketers use all of the following
except
which of the following?
situational factors
brand personalities
purchasing approaches
operating characteristics
personal characteristics
International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?
political factors
cultural factors
economic factors
legal factors
geographic factors
When the size, purchasing power,
and profiles of market segments can be determined, they possess the requirement of being _______
measurable
differnetiable
substantial
actionable
accessible
You have discovered that effective programs can be designed for attracting and serving your chosen segments. This segmenting requirement is called ________.
differentiable
measurable
reachable
actionable
accessible
The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) _______
market segment
differentiated market
target market
well-defined market
undifferentiated market
Developing a strong position within several market segments creates more total sales than ________ marketing across all segments.
undifferentiated
niche
target
individual
differentiated
With concentrated marketing, the marketer goes after a ________ share of _______.
moderate; local
large; the mass market
small; a large market
large; one or a few niches
small; a small market
Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.
disappointed by; geographically far from
too small; undesirable to
unknown by; unwanted by
unimportant to; overlooked by
unimportant to; unwanted by
Which of the segmenting strategies carries higher-than-average risks in consumer markets?
concentrated
multiple-segment
undifferentiated
mass
differentiated
Which of the following is the narrowest strategy?
local marketing
undifferentiated marketing
mass marketing
differentiated marketing
segmented strategy
When a company interacts one-on-one with large numbers of
customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following _______ .
mass customizing
differentiated marketing
mass marketing
localization
one-to-one marketing
When competitors use differentiated or concentrated marketing, ________
marketing can be disastrous
differentiated
customized
concentrated
undifferentiated
localized
A product's position is based on important
attributes as perceived by ________
consumers
managers
suppliers
market conditions
competitors
Which one of the listed choices is
not
a positioning task?
Select an
overall positioning strategy.
Selecting the right competitive advantages.
Identify a set of possible competitive advantages upon which to build a position.
Effectively communicate and deliver the chosen position to the market.
Survey frequent uses of the product.
Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise,
and performance?
people differentiation
price differentiation
product differentiation
services differentiation
channel differentiation
Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for?
unique services practice
unique selling product
unique sales pitch
unique selling proposition
universally strategic practice
You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is positioned. This full positioning is called _______
the brand's value proposition
capturing the consumers' attention
target marketing
value profiling
differentiated marketing
What competitive
positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality but at a lower price?
less-for-much-less
same-for-less
all-or-nothing
more-for-the-same
more-for-less
"Less-for-much-less" positioning involves meeting consumers' ________.
high quality requirements at the lower possible price
quality performance requirements at a lower price
lower quality requirements at the lowest
possible price
high quality requirements at a discounted rate
lower quality requirements in exchange for a lower price
Which type of statement first states the product's membership in a category and then shows its point-of-difference
from other members of the category?
statement of intent
differentiation statement
positioning statement
mission statement
vision statement
Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is
not
correct?
Designing the marketing mix involves working out the strategic details of the positioning strategy.
Positioning the company calls for concrete action, not just talk.
The company's marketing mix efforts must support the positioning strategy.
The company's service personnel must be highly trained and provide superior service.
The
company must deliver the position first.
Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.
psychograhpic
benefit
usage rate
user status
behavioral
Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies?
differentiated
geographically dispersed
concentrated
mass
undifferentiated
Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following does
not
apply to this type of marketing?
mass customization
markets-of-one
customized
one-to-one
concentrated
Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by __________.
user status
loyalty status
store type
brand preference
usage rate
As a business consultant, what type of segmentation would you suggest to marketers
who cater to people of certain social classes, lifestyles, and personality characteristics?
behavioural
gender
psychographic
age and life cycle
geographic
A brand's positioning must be continuously communicated to consumers, so major brand marketers often spend huge amounts on advertising to create brand ______ and to build preference and loyalty.
extension
awareness
packaging
internal
marketing
preference
Is the full positioning of a brand the full mix of benefits on which it is positioned?
Value proposition is the full mix of benefits upon which a brand is positioned.
What is segmentation targeting differentiation and positioning?
STP marketing (Segmentation Targeting, and Positioning) is a three-step marketing framework. With the STP process, you segment your market, target your customers, and position your offering to each segment.
What is differentiated segmentation strategy?
Differentiated marketing, or segmented marketing, is deployed when the company settles on one market segment or a few market segments that provide the best opportunities for them. Each segment is targeted with special offer designed to appeal specifically to the buyers of that market.
What is mix segmentation?
It is the process of dividing an entire market up into different customers segment or the division of customers into distinct groups where firms will identify those parts or section of the market that they can serve better.