BUS Ch 9 quiz & hmwrk

Increase the sales of natural shampoo a. establish strategy/objectives b. describe segments c. evaluate the segments attractiveness d. selecting target market e. identify and develop positioning

a. establish strategy/objectives

The ________Blank indicates where a particular market segment's ideal product lies on the perceptual map. a. ideal point b. optimal point c. value proposition d. equilibrium point e. target market

a. ideal point

What is the first step marketers use to derive a perceptual map? a. identify competitors' positions b. determine consumers' perceptions and evaluations of the product or service in relation to competitors' c. monitor the positioning strategy d. identify the market's ideal points and size e. determine consumer preferences

b. determine consumers' perceptions and evaluations of the product or service in relation to competitors'

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs it is using a(n) ________ targeting strategy.

concentrated

Esri's Tapestry is a widely used tool for ________Blank segmentation. a. occasion b. lifestyle c. demographic d. psychographic e. geodemographic

e. geodemographic

Grainier fructis is the healthier alternative a. establish strategy/objectives b. describe segments c. evaluate the segments attractiveness d. selecting target market e. identify and develop positioning

e. identify and develop positioning

Which term describes the overriding desires that drive how people live their lives?

Self-values

Belleville Ceramics is evaluating its overall mission, including its strengths, weaknesses, opportunities, and threats. It is engaged in which step of the STP process? a. establishing overall strategy or objectives b. determining segmentation methods c. evaluating segment attractiveness d. selecting the target market e. developing the positioning strategy

a. establishing overall strategy or objectives

During which step of the STP process should Tek Tennis Racquets ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? a. evaluate segment attractiveness b. select segmentation method c. develop positioning strategy d. select target market e. establish overall strategy or objectives

a. evaluate segment attractiveness

Behavioral segmentation that is primarily based on the time when a product or service is purchased or consumed is called ________Blank segmentation. a. occasion b. lifestyle c. demographic d. psychographic e. location

a. occasion

Kia positions itself as offering reliable, fuel-efficient vehicles at a reasonable price. Kia is using which positioning approach? a. positioning based on value b. positioning based on symbolism c. positioning against a specific competitor d. positioning using perceptual mapping e. positioning based on salient attributes

a. positioning based on value

When defining market segments for its kitchen tools and cookware products, Just for Cooking Company identifies groups based on characteristics such as age, gender, income, and education. What type of market segmentation is this? a. geographic b .demographic c. psychographic d. geodemographic e. lifestyle

b .demographic

Identified two types of natural shampoo users a. establish strategy/objectives b. describe segments c. evaluate the segments attractiveness d. selecting target market e. identify and develop positioning

b. describe segments

David and Bella plan for their baseball cap manufacturing startup to concentrate all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This approach is a ________Blank targeting strategy. a. one-to-one b. mass marketing c. concentrated d. differentiated e. micromarketing

b. mass marketing

The Nike swoosh is an example of which positioning tool being used to create a position for the brand that distinguishes it from its competitors? a. positioning based on product attributes b. positioning based on a symbol or logo c. positioning against a specific competitor d. positioning using perceptual mapping e. positioning based on profit potential

b. positioning based on a symbol or logo

Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? a. establish overall strategy or objectives b. select segmentation method c. develop positioning strategy d. evaluate segment attractiveness e. select target market

b. select segmentation method

CoverGirl often produces advertisements featuring smiling and happy-looking young people using its makeup products. This tactic relates to a. self-value. b. self-concept. c. self-consciousness. d. self-identity. e. lifestyle.

b. self-concept.

Felicia believes strongly in buying from minority-owned businesses whenever possible. Which term best describes the motivation for her purchasing behavior? a. self-concepts b. self-values c. psychographics d. self-control e. lifestyles

b. self-values

The positioning strategy can help convey the firm's or the product's ________Blank, which communicates the customer benefits to be received from a product or service and thereby provides reasons for wanting to purchase it. a. benefits segmentation b. value proposition c. segmentation method d. targeting strategy e. market share

b. value proposition

Your town's oldies radio station has selected one primary target market and focuses all its energies on providing a service that fits that market's needs. The station is using a(n) ________Blank targeting strategy. a. undifferentiated b. mass marketing c. concentrated d. differentiated e. micromarketing

c. concentrated

Which group offers greatest potential for the Grainer's fructis a. establish strategy/objectives b. describe segments c. evaluate the segments attractiveness d. selecting target market e. identify and develop positioning

c. evaluate the segments attractiveness

Health conscious Americans a. establish strategy/objectives b. describe segments c. evaluate the segments attractiveness d. selecting target market e. identify and develop positioning

d. selecting target market

Panera offers a My Panera card, which allows users to earn rewards every time they purchase food or drink. This is an example of ________Blank segmentation. a. benefit b. occasion c. loyalty d. psychographic e. lifestyle

c. loyalty

Keiko is having trouble figuring out how to let brides-to-be know what her expertise can achieve for them when they purchase a wedding gown she designs. Which criterion for evaluating segment attractiveness is she unable to meet? a. substantial b. identifiable c. reachable d. responsive e. profitable

c. reachable

For its segmentation strategy to be successful, the shoe manufacturer Allbirds must ensure the customers in the segment react similarly and positively to its offering. This strategy corresponds to which criteria for evaluating segment attractiveness? a. substantial b. reachable c. responsive d. profitable e. identifiable

c. responsive

What best describes the notion of market positioning? a. the position that a company holds in the market in terms of size relative to its competitors b. the process of increasing a firm's overall sales and as a result, increasing its market share c. the place the product occupies in consumers' minds relative to competing products d. the geographic location of the headquarters of a corporation e. a group of organizations that have similar wants and needs

c. the place the product occupies in consumers' minds relative to competing products

________Blank is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors. a. An ideal point b. An optimal point c. A competitive map d. A perceptual map e. Competitive positioning

d. A perceptual map

The ________Blank segmentation method is most closely related to providing value by satisfying customers' needs and wants. a. geographic b. demographic c. psychographic d. benefit e. geodemographic

d. benefit

Large firms with multiple offerings in a particular product category engage in ________Blank targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and diversify their businesses. a. mass marketing b. micromarketing c. concentrated d. differentiated e. undifferentiated

d. differentiated

Dell targets various market segments, such as college students, business professionals, and home users, and it designs separate computer models that appeal to each market. This is an example of a. undifferentiated marketing. b. mass marketing. c. concentrated marketing. d. differentiated marketing. e. micromarketing.

d. differentiated marketing.

Miracle Gro is developing a new line of flower seeds, plant food, and potting soil. The type of products it develops will vary based on climate. What type of segmentation should Miracle Gro use as the basis to design these programs? a. behavioral b. demographic c. psychographic d. geographic e. geothermal

d. geographic

An online retailer of hair-coloring products allows its customers to submit photographs of themselves in order to formulate the perfect hair color based on the customer's skin tone and current hair color. What targeting strategy is this company using? a. mass marketing b. segment marketing c. niche marketing d. micromarketing e. concentrated marketing

d. micromarketing

Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass-customize its products and services. This is an example of a. concentrated marketing. b. segment marketing. c. niche marketing. d. micromarketing. e. mass marketing.

d. micromarketing.

Cameron describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers use this type of information when developing ________Blank segments. a. niche b. geographic c. demographic d. psychographic e. geodemographic

d. psychographic

For the ________ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it.

Reachable

When everyone might be considered a potential user of its product, a firm likely uses a(n) ________Blank targeting strategy. a. one-to-one b. differentiated c. concentrated d. undifferentiated e. micromarketing

d. undifferentiated

The publishing conglomerate Hearst is able to purchase mailing lists of people who have an interest in antiques, decorating, and gardening, knowing that its Country Living magazine customers are somewhat distinct from those who subscribe to Esquire, a lifestyle magazine for sophisticated men. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is a. substantial. b. responsive. c. reliable. d. profitable. e. identifiable.

e. identifiable.

Market growth, market competitiveness, and market access are all important factors in analyzing whether a segmentation strategy is a. substantial. b. identifiable. c. reachable. d. responsive. e. profitable.

e. profitable.