BUS 346 Final: All Quizzes and Midterms

In the image below, your firm's Unique Value Proposition, (and the focus of your marketing message) is represented by the area #--

#1, which are benefits only you offer, and meet customer needs.

In the image below, your firm's Unique Value Proposition is in area #1, and this should be the focus of your marketing message. The best area to find new opportunities to develop product features that can increase your Unique Value Proposition are represented by area #____.

#2, which are benefits customers needs and no one is offering

The Marketing Environment analysis may include which of the following factors (check all that apply).

(I got partial credit for putting market size and growth rate; competitors; technology trends that impact your industry; and political and legal issues) The Marketing Environment Analysis is about your company, the Immediate Environment (Industry), and the Macroenvironment. Product features are not part of this analysis.

Statista is a great resource for information about ___________. (select all the apply)

(all of the above) Industry; Competitors; Charts and graphs; Products; Company; Customers

Number of viewers of a web page

(not impressions or reach, maybe page views?)

Given the following information, what is the expected ROI for this Marketing Initiative? Initiative: Facebook Display Ads Ads Costs: $11.00/M, (1.1 cents per ad) Budget: $11,000 Ads Presented: 1 million Average Click through rate: 1.3% Discount for Intent: 2.5% Selling Price: $120./unitCOGS: $80./unit

- 1mil ads X 1.3% click-thru = 13,000 - 13,000 X 2.5% DFI = 325 expected units sold - 325 X $40 gross profit (120-80=40) = $13,000 - 13,000 - 11,000 = 2,000 - 2,000/11,000 = 18% ROI

Given the data below, the Price Elasticity between $400-450 is ________. Report the Absolute Value. (graph)

0.83 (% change in D / %change in P)(change in P = A-B/A)

Based on the following data, what is Discount for Intent at the $400 price point? (graph)

2.1%

The Kennedy Library has nine expensive, professional databases available for you to use. You must use at least _____ of these on the Team Project this quarter.

5

A Positioning Statement contains the follow elements

A description of your Target Market; Your brand name; Your unique value Proposition (benefits that are valued); How you will deliver the benefits you described

A Positioning Statement contains the follow elements (check all that apply).

A description of your target market; Your brand name; Your unique value proposition (benefits that are valued); How you will deliver the benefits you described

When evaluating the ethics of a decision, asking yourself if someone who looks up to your or admires you would think you made the right decision is known as the __________ test.

Admired Observer

Which of the following is NOT an emotion that is effective in advertising?

Anger

From the Demand Curve shown, you can conclude that ______.

As price increases, demand decreases

According to the guidelines posted on Canvas, proper citations, (when first used), should include all of the following information. (check all that apply):

Author's name; Publication title; Publication information; Date of Publication; Page number

Which of the following are benefits of new product development to a firm?

Avoiding market saturation from products that have been on the market for a long time; Creating diversification and reducing risk; Satisfying the changing needs of current and new customers

When a Retailer advertises a price claim that is not really available, just to lure a customer into the store to up-sell them on a more profitable item it is known as ______.

Bait and switch

Consumers want their needs to be met. A marketer's job is to communicate -----.

Benefits the customer receives from a product relating to the consumer's perceived need

Consumers want their needs to be met. A marketer's job is to communicate __________.

Benefits the customer receives from a product relating to the consumer's perceived need.

The % of website visitors who only view one page of a website

Bounce Rate

The associations consumers have to a brand such as favorability, uniqueness and strength are is known as ________.

Brand Image

The ability of consumers to retrieve brand name from memory using cues (unaided = product category, or aided = brand name) is known as ________.

Brand Recall

The ability of consumers to retrieve brand name rom memory using cues (unaided = product category, or aided = brand name) is known as _____.

Brand recall

Check all the are examples of Primary Packaging. (check all that apply)

Carton for milk; Bag holding an individual portion of potato chips; Shampoo bottle; Toothpaste tube

Marketers need to consider all of the 5 C's when making Pricing decisions, which are ______, ______, ______, ______, and ______, (check all that apply)

Channel partners; Competition; Customers; Company objectives; Costs

When a Retailer exerts significant control over others in the Retail Channel due to their size, and dictates terms and other specifics of doing business with them, they are using which type of influence (power)?

Coercive

When considering Pricing decisions, marketers need to consider which of the following?

Competition; Company Objectives; Customers; Channel Partners; Costs

Yellow Trucking provides transportation services for Dan's Delicious Donuts so that Dan's stores always have fresh stock. Yellow Trucking is an example of a

Corporate Partner

A warehouse term for combining items from several pallets into a mixed pallet of items that meets a retailer's needs

Cross-docking

Insight Guides, a line of travel books, provides travelers with background information about the people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers and marketers which environmental factor for this country?

Culture

Firms realize that corporate social responsibility requires addressing needs of multiple Stakeholders. Which of the following are Stakeholders according to the Business Roundtable's Statement of the Purpose of a Corporation?

Customers; Employees; Shareholders; Community; Suppliers

When a company evaluates a proposal in response to a Request for Proposal (RFP), you can expect that at a MINIMUM, the following role will take part in the review (others roles are optional).

Decider

Generational Cohorts are an example of which type of segmentation?

Demographic

In the AIDA model, the "D" stands for _______.

Desire

The AIDA Model represent the consumer decision process from Awareness to Interest, to ------, then to Action

Desire

Sales Promotions are special incentives or excitement-building programs that encourage consumers to purchase a particular product. Examples of Sales Promotions include: _____________ (check all that apply).

Discounts; In-store displays; Premiums/add-ons; Contests; Sampling

The electronic exchange of data between different company's computer systems

EDI

In the Diffusion of Innovation curve, the first to buy a new product are Innovators who are willing to take a risk of buying the wrong thing. The next group to buy are consumers who are looking to be ahead of others in adapting new technologies and developments, but also want to know someone has tested and written reviews. This group is known as ______________.

Early Adopters

In the Diffusion of Innovation curve shown, the 3rd consumer group to buy, (shown in yellow), are consumers who are often the target of marketers as they represent the growth stage of a product life cycle. This third group likes to adopt popular new trends and be hip, but are not big risk takers. This group is known as __________.

Early Majority

Which of these is a macroenvironmental factor?

Economic conditions such as unemployment, changes to wealth and disposable income; Cultural norms of the nations where you operate; Trends in consumer buying habits

Your product has many amazing features. You need to -----.

Ensure the consumer learns about the features they value most

Your product has many amazing features. You need to ____________.

Ensure the consumer learns about the features they value most.

The Triple Bottom Line refers to looking at more than just economic measures in evaluating a company. In addition to financial measures, it includes looking at impact on __________ and _____________.

Environmental; Social

To conduct a Profit Maximization analysis, you will need to know the following. (check all that apply)

Estimated COGS in dollars; Discount for intent at each price point; An assumed number of potential customers who will see your full promotional message and understand your product features and benefits

When considering the packaging options, marketers should consider all of the following

Ethical considerations; Safety of product; Sustainability and environmental impact of materials; Durability; Legal requirements; Shelf presence; Branding and promotional messaging

The 4 E's of social media offers marketers opportunities to create _____ with consumers.

Excitement, Education, Experience, Engagement

The 4 E's of social media offers marketers opportunities to create _____________ with consumers.

Excitement, Education, Experience, Engagement

The Federal agency that protects consumers from deceptive advertising is the _________.

FTC

"Product Feature Marketing" is when you create associations to the brand based on promotions and marketing, used when products are similar and undistinguishable.

False

A Persona is a generalized description of a group of people who are your target market, described with a range of ages, interests, geographic locations, and behaviors.

False

A company's mission statement is not relevant to Marketing.

False

Associating with a charity by collecting donations from customers at check out can build goodwill among consumers, and is a form of Advertising.

False

Cost of Goods Sold (COGS) varies by each price point.

False

Customers will make decisions based only in rational thinking, and therefore the decision process can be quantitively defined and precisely forecast

False

Having a strong Pull Strategy will suffice in marketing a product, and can easily overcome the lack of a Push strategy.

False

Having the 'lowest price' is a sustainable competitive advantage.

False

In Maslow's Hierarchy of Needs; the need for Love is a higher order than Esteem, closest to Self-Actualization

False

In Segmentation, you are selecting the one set of consumer attributes that will be the focus of your marketing efforts.

False

In international commerce, a Quota is a tax added to the cost of imported goods to reduce the impact of cheap overseas products from hurting industries and jobs in the importing nation.

False

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

False

Once a consumer makes a purchase, the role of marketing is over.

False

Promotions known are "Push" Strategies are when manufacturers reach consumers directly with promotional messages intended to build interest and desire for products

False

SanDisk's MP3 player product line (called the Sansa) has a low relative market share. The MP3 player market is expected to continue to decline over the next few years. In Boston Consulting Group (BCG) portfolio analysis, the Sansa would be considered a cash cow.

False

Secondary data is from external data sources only.

False

The purpose of the Executive Summary is to avoid reading the Marketing Plan.

False

The shared meanings, beliefs, morals, values, and customs of a national identity constitute their culture. Cultures only relate to national differences.

False

Using Publicity to inform the public about a product innovations can be very expensive, but allows for full control over the messaging to consumers

False

Using an Advanced Google search counts as one of the five required databases you will use in your Team Project.

False

When analyzing the immediate and macro-environment, marketers must be careful to keep company profits at the center of all analyses.

False

Your role in marketing is to communicate the features of the product.

False

The STP process is made up of strategy, targeting, and promotion

False: STP represents Segmentation, Targeting, and Positioning

The Price Elasticity is ____________. (multiple answers, check all that are true)

Higher when there is a higher change in demand with a price change; The slope of the demand curve between two prices; Elastic when the absolute value > 1; Represents how sensitive consumers are to price changes

An industry analysis should include which of the following

History and forecasts of market growth; Market size; Relevant laws or legal restrictions; Trends in consumer preferences for the products

The Objectives of promotional efforts are to ______.

Inform, Persuade, Remind

The Objectives of promotional efforts are to __________.

Inform, Persuade, Remind

In a Sales Team, the role of taking orders from existing customers is known as ______.

Inside Sales

Services differ from Products in that they are: (check all that apply)

Intangible; Inseparable; Perishable

In the AIDA Model, the consumer moves through stages from Awareness to Action. The other stages are:

Interest, desire

In the AIDA model, "Awareness" leads to

Interest, which hopefully leads to Desire and then Action

Reducing inventory and warehousing by closely tracking shipment of saw materials or products to arrive as needed from Retail Channel Partners

Just in Time

When considering the packaging options, marketers should consider all of the following. (check all that apply)

Legal requirements; Shelf presence; Sustainability and environmental impact of materials; Branding and promotional messaging

When a Retailer exerts control over others in the Retail Channel using contractual agreements, they are using which type of power?

Legitimate

When a company gives permission for another company to use its brand image(s) for a fee, (such as creating sports team T-shirts), it is known as __________.

Licensing

Select types of sustainable competitive advantage.

Locational excellence; Customer excellence; Product excellence; Operational excellence

A familiar mark that can be changed and altered yet remind consumers of the brand is known as a _________ logo.

Logo system

In the video, Nike declared it was seeking to go after the women's activewear apparel market, and their main competitor in this space is:

Lululemon

the process of dividing a market into groups of customers with different demographics, needs, behaviors, or characteristics is called:

Market segmentation

When assessing Target Market Attractiveness, you should consider which of the following factors? (check all that apply).

Market size; Responsiveness of consumers to your brand; Ability to identify and measure the segment; If you have resources to reach the market

At one point in the evolution of marketing, the United States entered a buyer's market and customer need became the focus. Which era is being described?

Market-oriented

Disadvantages to using secondary data is that it __________. (check all that apply)

Might not be precisely relevant to the information needed; Might not be current; Can be biased data

When an industry has many companies competing on differentiated product attributes, branding, and price, it is an example of ------

Monopolistic Competition

A competitive environment where there are few sellers who are highly sensitive to each others pricing and marketing strategies is an example of

Oligopolistic competition

The External factors in a SWOT analysis include: (select all that apply).

Opportunities; Threats

Social Media content that is spread without being paid for

Organic

After defining the business mission, what should a firm do next to develop a marketing plan?

Perform a situation analysis

Marketers need to understand consumer needs, and Maslow's Hierarchy of Needs states that until lower level needs are being met, people will not be concerned with higher level needs. What are the levels, in order of lowest to highest, in Maslow's Hierarchy?

Physiological, Safety, Love, Esteem, Self-actualization

To represent the percentage of survey respondents who met each demographic criteria, a ______ chart/graph would be best.

Pie Chart

------ involves the process of defining product features and benefits that target customers value in comparison with competing products

Positioning

There are times when the Price Elasticity is a positive number, meaning a higher price will increase demand. This can happen when a price is too low and consumers don't think there is any value in the product. This can also occur for some very high priced luxury items, which is known as _______.

Prestige Pricing

The Qualtrics survey done in the Team Project is an example of ________ data gathering.

Primary

A company's full Product Mix can be described by the Product Breadth and Product Depth. Which is true of Product Breadth?

Product Breadth is how many different product lines the company offers.

A company's full Product Mix can be described by the Product Breadth and Product Depth. Which is true of Product Depth?

Product Depth is how many similar, related products are offered within a Product Line

A ------ is a group of products that customers may use together or perceive as similar in some way

Product line

When evaluating the alternatives in a decision process, the potential risks of a wrong decision include: (check all that are correct)

Product performance risk; Financial risk; Social risk

Traditionally, marketing activities have been described as the Marketing Mix, consisting of the 4 P's. What are the 4 P's of Marketing?

Product, Price, Place, and Promotion

The History and Evolution of Marketing can best be described as:

Production, Sales, Marketing, Value-based Marketing

Marketing concepts are used for more than consumer products. They are also used for

Products; Services; Ideas; Organizations; People; Communities

Marketing is used for more than consumer products, it is also used for (check all that apply).

Products; Services; Ideas; People; Organizations; Communities

In the Integrated Marketing Communication reading, the set of marketing communication tools employed to bring a consistent message to consumers strategy is known as the __________.

Promotion mix

A Distributor/Wholesaler adds value to the Retail Channel by ___________. (check all that apply)

Providing Retailers with knowledge and products from multiple manufacturers; Knowing the competitive environment and norms of their industry; Having relationships with multiple manufacturers and retailers.

A Distributor/Wholesaler adds value to the Retail Channel by _______.

Providing retailers with knowledge and products from multiple manufacturers; Having relationships with multiple manufacturers and retailers; Knowing the competitive environment and norms of their industry

Computer chips on cases and pallets scanned on loading docks to identify the products passing in/out of the warehouse

RFID

Number of unique viewers of a digital ad

Reach

Data for Perceptual Maps created in this class are ----

Rough estimates of perceptions, which are general ideas of consumer sentiment and may or may not have solid research behind it.

A form of sales compensation that pays based on a formula to the volume of sales generated is known as a ________.

Sales Commission

______ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Sales Promotions

Corporate Partners can include which of the following

Sellers of products or services that enhance your product; Distributors; Industry trade associations; Suppliers

Marketing concepts are used for more than consumer products. They are also used for (check all that apply).

Services; Ideas; Organizations; People; Communities

Price skimming refers to ______.

Starting at a high price to capture consumers who are willing to pay more, then lowering the price over time to capture more price sensitive consumers.

In the Thermos video, the Purposeful Mom was described as also crossing over into which other Target Market Profiles? (select all that apply)

Super commuter; Fashionista; Epicurean

The Business Roundtable stated that the Purpose of a Corporation is to meet the needs of Stakeholders. This includes: (select all that apply)

Suppliers; Customers; Shareholders; Community; Employees

Kennedy Library has nine high-quality and expensive marketing databases available to students. These data sources are known as ------ secondary data.

Syndicated

Your competition's advertising campaign is a big hit with your target market, and they are gaining market share. This is an example of ------.

Threat

Check all the examples of Primary Packaging

Toothpaste tube; Bad holding an individual portion of potato chips; Shampoo bottle; Carton for milk (not a white box form Apple containing a new iphone, and not a amazon box)

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

True

Government intervention is usually the only way an industry is prevented from becoming a pure monopoly over time.

True

Harold is a loyal Coca-Cola customer. Loyal customers like Harold require lower marketing expenditures, benefiting businesses like Coca-Cola.

True

Profit Maximization is a process to determine which price point will maximize Net Income, weighing the trade off between decreasing demand and increasing margins in a typical relationship.

True

Promotions known are "Pull" Strategies are when manufacturers reach consumers directly with promotional messages intended to build interest and desire for products.

True

The Compensatory Purchasing model is used by marketers to evaluate how each individual consumer weighs factors in their decision process, and can be accurately predict the decisions of any individual consumer.

True

The Harvard Business Publishing Reading for Week 7, "Integrated Marketing Communication", is required, and content may be on quizzes and exams even if not discussed in class.

True

When considering global expansion, Exporting is the lowest risk method, but also the lowest control over marketing decisions.

True

Brand Image includes the following factors

Uniqueness; Strength; Favorability

In understanding consumer buying behavior, there are sometimes roles in the decision process. The person who may not have an active role in the decision and buying process, but consumes the product or service from the buying decision is the _______.

User

__________ is when a Manufacturer manages the re-stocking of displays and ordering for a Retailer, including ensuring out of date stock is pulled.

Vendor managed inventory

The following are the internal factors about your company

Weakness; Strengths

The Retail Channel includes the following types of companies

Wholesalers & distributors; Retailers & fulfillment centers; Manufacturers; Suppliers & manufacturers

The Retail Channel includes the following types of companies. (check all that apply)

Wholesalers & distributors; Retailers & fulfillment centers; Suppliers; Manufacturers

A familiar mark that can be changed and altered yet remind consumers of the brand is known as a ____ logo.

Wordmark

Vertical Retail Channel integration is when ______.

a single company does more than one of the roles in the Retail Channel, to include Manufacturer, Wholesaler and/or Retailer

Vertical Retail Channel integration is when _____________.

a single company does more than one of the roles in the Retail Channel, to include Manufacturer, Wholesaler and/or Retailer.

Brand Extension is when a brand _____________.

applies a known brand name to other product lines

Brand Extension is when a brand _____.

applies a known brand name to other product lines.

From the Demand Curve shown, you can conclude that __________.

as price increases, demand decreases

A post-purchase problem some customers face is Cognitive Dissonance, which is when their actions are not aligned with their intentions or thinking. This may be due to new information, or regret in the making the purchase. This is known also known as ______________.

buyer's remorse

One of the strengths of on-line & interactive promotions is that they __________.

can provide immediate, measurable feedback to marketers

Based on the data below, one can conclude _____________. (graph)

change in demand is typical, decreasing with increasing prices

In a Monopolistic Competition environment, the Marketer needs to ______.

communicate unique value to consumers about their products as worth the same price.

In a Monopolistic Competition environment, the Marketer needs to ____________.

communicate unique value to consumers about their products, so the consumer does not view competitor products as worth the same price.

A perception map (aka positioning map), is used to ----

compare how you and competitors are perceived by consumers on 2 aspects of the product, (that matter to consumers).

A company that sells only multigrain, low-calorie bread should use an which marketing strategy?

concentrated

Four frequently used targeting strategies are the undifferentiated, differentiated, micromarketing, and __________ targeting strategies.

concentrated

The MRI Index for consumers who "attended college" for your product is 146. This means that ___________.

consumers who attended college are 46% more likely to buy your product than the average

In required reading, the integrated marketing communication (IMC), refers to _______.

coordinating the company's outgoing message between multiple media types, and ensuring consistency throughout

In the Required Reading, the Integrated Marketing Communication (IMC), refers to ___________.

coordinating the company's outgoing message between multiple media types, and ensuring consistency throughout.

The fundamental goal of marketers when creating goods, services, or combinations of both is to

create value

By adding new product lines beyond its core business of computer software, like the Surface Pro tablet and Xbox 360 game system, Microsoft primarily benefits by

creating diversification and reducing risk

The MRI Mediamark database is ideal for researching ____________.

customer demographics and buying habits

The MRI Index presents some data in red to inform you that the data was collected from a small sample size. In your Qualtrics Report, you should similarly inform the reader when data is from a small sample size because ____________.

data from a small sample size may still give valuable insights, but cannot be as fully trusted.

Walmart studied its transaction records to learn that people tend to buy certain products at the same time, for example, toothpaste and dental floss or paper towels and paper plates. Knowing this, Walmart will promote and display these products together. To uncover these customer purchasing patterns, Walmart marketers used

data mining

When a retailer advertises a specific price claim that is not real, such as "50% off the regular price" but a higher price was never used, it is known as _____________.

deceptive pricing

----- segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach

demographic

If a firm wants to develop a sustainable competitive advantage, it should

examine its operations and customer relations to identify significant things competitors cannot easily copy.

When a logo name has ® above and right of it, this means the logo and/or brand name ________.

has been registered as a protected trademark by the US Patent and Trademark Office

When a logo or brand name has ® above and right of it, this means the logo and/or brand name ________.

has been registered as a protected trademark by the US Patent and Trademark Office.

Every month, Dr. Combahee takes her staff to lunch and asks them to share patients' comments and concerns. Dr. Combahee uses the lunches as an informal marketing research effort intended primarily to

help her understand the needs of her customers

Discount for Intent refers to ______.

how likely someone in your target market, who has reviewed your product's full promotional message, is to buy your product.

By adding new product lines beyond its core business of computer software, like the Surface Pro tablet and Xbox 360 game system, Microsoft primarily benefits by

increase the share of wallet from their best customers.

The stages in a Product Life Cycle (also applies to industries and companies) are

introduction, growth, maturity, decline

Brand Equity refers to the ____.

market value of that brand to the company

Brand Equity refers to the ____________.

market value of that brand to the company.

Maslow's Hierarchy of Needs is useful in marketing, and understanding consumer behavior, because ___________.

marketers need to understand which needs the customers are experiencing, and ensure benefits and messaging addresses the customer's needs.

When creating a budget for a marketing initiative, the Expected Sales is determined by applying the Discount for Intent to __________.

number of consumers in your Target Market who can be expected to see your promotional messages to the point of understanding your product features and benefits (similar to your survey respondents).

In studying the microenvironment, PEST refers to

political, economic, social and technological changes

The complete set of all products offered by a firm is called its

product mix

The Four P's of the Marketing Mix are

product, price, promotion, place

Consumers today want to eat healthier, and your organic product appeals to this segment. This is an example of __________ segmentation.

psychographic

The number of unique viewers of a digital ad is known as ___________.

reach

The MRI Index number (last column) can be interpreted as -----.

representing how much more likely consumers of this product type are to be in this demographic group, or to use the media, normalized to a single number where the baseline of the general population =100, and higher numbers represent higher likelihood of consumers of this product to be in the demographic, or to use the media.

In this class, the data for Perceptual Map will come from ________.

rough estimates of perceptions, which are general ideas of consumer sentiment and may or may not have solid research behind it.

Company sales invoices, census data, and trade association statistics are examples of

secondary data

To develop psychographic segments, the marketer must understand consumers'

self-values, self-concept, and lifestyles

Price Skimming refers to __________.

starting at a high price to capture consumers who are willing to pay more, then lowering the price over time to capture more price sensitive consumers.

Price Elasticity is the slope between two prices points on the demand curve. The formula is ____________.

the % change in quantity demanded divided by the % change in price

The center of all marketing efforts is

the consumer

A weakness of Point of Purchase (POP) displays is ___________.

they may be ignored if there are an excessive number.

One of the goals of value-based marketing is

to offer greater value than competitors offer.

The desired outcome of creating a Perceptual Map (aka Positioning Map), is to ____________.

understand how your product is perceived by consumers on important attributes, and how it compares to competitors.

The outcome of creating a Perceptual Map (positioning map), is to -----

understand how your product is perceived by consumers on important attributes, and how it compares to competitors.

Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people who care only about making a sale. When reading about the core aspects of marketing, Julia is relieved to see that in marketing . . .

understanding and meeting consumer needs and wants is fundamental.

In the video, "Avoiding Death by Powerpoint", the speaker tells us to _____________.

use short phrases over sentences to keep audience focused on speaker, and not reading slides.

The primary reason to apply "Filters" in Qualtrics is to __________.

view only Respondents who are part of your Target Market.

Ad Words refers to ___________.

when your on-line promotional message appears only if designated words are searched for.

A generational cohort is a group of people

who are of the same generation

Nike video indicated they are actively looking to grow the _____________ demographic with their marketing efforts.

women