BMGT350 Pearson Chapter 6
Which of the following describes the process of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers? A. Market targeting B. Market segmentation C. Mass marketing D. Differentiation E. Positioning
E. Positioning
The ________________________ is a brand's full positioning or the full mix of benefits on which the brand is positioned. A. brand's personality and voice B. target marketing strategy C. differentiation strategy D. positioning map E. value proposition
E. value proposition
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent? A. Concentrated marketing B. Differentiated marketing C. Undifferentiated marketing D. Segmented marketing E. Micromarketing
A. Concentrated marketing
In lecture we discussed evaluating market segments. What is a good example of "structural attractiveness"? A. considering number of competitors in a product category B. considering the access of the consumer grouping C. considering the willingness of the consumer grouping D. considering the needs of the consumer grouping
A. considering number of competitors in a product category
Once market segments have been selected, the company then must decide on _____________________________. A. differentiation and positioning strategy B. unique value proposition C. positioning map D. mission and vision E. target market strategies
A. differentiation and positioning strategy
Devin is a marketer who has identified several groups of consumers for a new product innovation that she developed. Devin created a customized market mix for only two of the consumer groups identified. For Devin, she has identifed/created _________________________. A. two target markets. B. five target markets C. seven target markets D. two market segments
A. two target markets.
In lecture, one segmentation base was outlined as being one-dimensional but economical to access the variables belonging to such. Which of the following segmentation bases was being discussed? A.Demographic B.Use-Related C.Geographic D.Reverse Segmentation
A.Demographic
In lecture there were certain considerations when creating a market segment that must be given attention. In many states the only way to make a product purchase (from certain product categories) is to prove your age with a photo ID. When grouping consumers to target, the marketer uses age to discern ___________________ to purchase within the product category when grouping consumers. A. Option B. Authority C. Willingness D. Choice
B. Authority
__________________ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs. A. Substantial B. Differentiable C. Actionable D. Measurable E. Accessible
B. Differentiable
In lecture, which of the following Psychographic Segmentation Base variables was deemed as the one used the least amount when putting together market segments? A. Perception B. Personality C. Values D. Learning
B. Personality
Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this? A. People differentiation B. Services differentiation C. Image differentiation D. Channel differentiation E. Product differentiation
B. Services differentiation
Dividing buyers into groups based on motives, values, lifestyle, or personality characteristics is called ________ segmentation. A. user status B. psychographic C. behavioral D. geographic E. age and life cycle
B. psychographic
In which targeting strategy does a firm go after a large share of one or a few smaller segments? A. Differentiated marketing B. Micromarketing C. Concentrated marketing D. Mass marketing E. Undifferentiated marketing
C. Concentrated marketing
Red-Bone pet food produces a product line of dog chow that is created to feed working dogs and yet another that is made for show dogs. The marketers at Red-Bone have decided to create a dog food that will be specifically formulated for older, adult dogs (elderly dogs). At Red-Bone, the marketers target the dog food market using the ____________________strategy. A. Reverse B. Concentrated C. Differentiated D. Micromarketing E. None of the choices above
C. Differentiated
Hungry Harvest, is a start-up subscription boxed food company. It buys up excess or "ugly" produce from growers and wholesalers around the country that is rejected for sale (mostly based on looks) that cannot be sold to supermarkets. Hungry Harvest then sells the "ugly" produce to consumers for less than supermarket price. Which of the following value propositions has Hungry Harvest positioned itself based upon? A. More for the Same B. More for More C. Less for Much less D. The Same for Less E. More for Less
C. Less for Much less
Which of the following segmentation strategy approaches works in a more optimal fashion if the marketplace is homogeneous? A. Micromarketing B. Concentrated C. Undifferentiated D. Differentiated E. None of the above
C. Undifferentiated
Even though EZ Dry Cleaners has a customer 5 star rating, many customers that would like to utilize their dry cleaning services cannot do so because they are only open from 9-5 pm, Monday-Friday. A large group of consumers that have occupations that require them long hours cannot utilize EZ's very limited store hours. For EZ, they do not target the consumers mentioned above because this group does not possess ___________________ when evaluating market segments. A. need/want B. willingness C. ability D. authority
C. ability
When marketers aggressively promote only one benefit to the target market, the benefit promoted is known as the product or service's _____________________. A. unique position proposition B. unique difference proposition C. unique selling proposition D. unique product proposition E. unique benefit proposition
C. unique selling proposition
Major variables used to segment consumer markets include which of the following? A. Ethnicity, geographic, gender, and income B. Income, gender, age, and ethnicity C. Geographic, demographic, psychographic, and behavioral D. Geographic, demographic, psychographic, and psychological E. Income, age, geographic, and lifestyle
C. Geographic, demographic, psychographic, and behavioral
What is market segmentation? A. Marketing to a mass market of homogenous buyers B. Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers C. Evaluating each market segment's attractiveness and selecting one or more market segments to enter D. Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes E. Differentiating the firm's market offering to create superior customer value
D. Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes
All of the following are Segmentation Bases, except: A. Demographic B. Psychographic C. Geographic D. Loyalty Status
D. Loyalty Status
When Subaru of America allows Outback buyers to customize cars to meet their exact needs and preferences, it is practicing which type of marketing? A. Segmented marketing B. Undifferentiated marketing C. Differentiated marketing D. Micromarketing E. Concentrated marketing
D. Micromarketing
In terms of a business perspective, which of the following is most expensive (takes the most resources) when segmenting? A. a segmentation variable B. a collection of segmentation variables C. a market segment D. a target market
D. a target market
Heeltoe, a boutique that caters to the footwear needs of women, manufactures two different lines of footwear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Heeltoe most likely segments the consumer market based on ________ variables. A. psychographic B. geographic C. universal D. demographic E. behavioral
D. demographic
Age, income, region, benefits sought and perception are all A. representative of the four bases of segmentation B. segmentation variables C. representative of a market segment D. only A & B are true
D. only A & B are true
To target the best market segments, the company first evaluates various factors related to market attractiveness. Of the following, which is NOT one of those factors? A. Compatibility with company objectives and resources. B. Evaluation of each segment's structural attractiveness C. Evaluation of each segment's growth characteristics D. Evaluation of each segment's size characteristics E. Compatibility with company mission and vision
E. Compatibility with company mission and vision
______________________ is part of a company's decision on how it will create market offerings to deliver superior customer value. A. Market targeting B. Undifferentiated marketing C. Market segmentation D. Mass marketing E. Differentiation
E. Differentiation
Mi Rancho Supermarkets is a chain grocer that locates stores in neighborhoods with large Hispanic populations. Their stores carry a greater selection of Hispanic and Latin foods. The type of marketing that Mi Rancho uses is an example of ________. A. concentrated marketing B. target marketing C. undifferentiated marketing D. differentiated marketing E. micromarketing
E. micromarketing
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________. A. affordable B. profitable C. superior D. distinctive E. preemptive
E. preemptive
1) Sprout segmented the market by targeting parents of preschoolers who wished to have an educational and entertaining experience for and with their children. Which type of segmentation does this describe? a Psychographic b Usage rate c Benefits sought d Demographic e Income
c Benefits sought
3) Sprout has created a unique market offering by integrating its programs with both children and parents. This unique offering that creates superior customer value is known as __________. a market targeting b market segmentation c differentiating d positioning e undifferentiated marketing
c differentiating
2) Which of the following best describes Sprouts competitive advantage? a Sprout's value proposition b The company's psychographic segmentation c The company's demographic segmentation d Sprout's overall customer value e Sprout's product position
d Sprout's overall customer value
In class, "Reverse Segmentation" was discussed. Which segmentation base does this variable belong too? A. Behavioral B. Geographic C. Micro-Marketing D. Concentrated
A. Behavioral
Shark Specialty Foods, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Munoz creates a different set of advertisements and promotions. In terms of the segmenting, what is being done in this example? A.Shark Specialty Foods has created one target market based on the Behavioral Segmentation Base B.Shark Specialty Foods has created three target markets based on the Geographic Segmentation Base C.Shark Specialty Foods has created one target market based on the Psychographic Segmentation Base D.Shark Specialty Foods has created one target market based on the Geographic Segmentation Base E.Shark Specialty Foods has created three target markets based on the Demographic Segmentation Base
B.Shark Specialty Foods has created three target markets based on the Geographic Segmentation Base
4) Sprout markets to preschool-aged children and their parents. Which type of segmentation is Sprout most likely using? a Gender b Demographic c Psychographic d Usage e Behavioral
b Demographic
5) What is the unique positioning of Sprout? a The channel is educational. b The channel is marketed to both children and their parents and airs 24 hours a day. c The channel is marketed to elderly persons. d The channel is marketed to tweens. e The channel is entertaining.
b The channel is marketed to both children and their parents and airs 24 hours a day.
Like consumer markets, business markets are segmented. Which of the following describes the variables that marketers use to segment business markets? A. Business demographics, operating characteristics, purchasing approaches, situational factors, and personal characteristics B. Operating characteristics, purchasing approaches, situational factors, and pricing C. Operating characteristics, purchasing approaches, situational factors, usage rate, and demographics D. Operating characteristics, purchasing approaches, situational factors, and demographics E. Operating characteristics, purchasing approaches, situational factors, and geographic variables
A. Business demographics, operating characteristics, purchasing approaches, situational factors, and personal characteristics