Marketing Chapter 6
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines? a. Gender b. Occasion c. Benefits sought d. Usage rate e. Income
a. Gender
Kidcomp, an American computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of ________ segmentation. a. age and life cycle b. geographic c. occasion d. income e. gender
a. age and life cycle
When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________. a. measurable b. accessible c. substantial d. actionable e. observable
a. measurable
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. a. psychographic b. user status c. behavioral d. age and life cycle e. geographic
a. psychographic
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent? Micromarketing a. Differentiated marketing b. Segmented marketing c. Undifferentiated marketing d. Concentrated marketing
d. Concentrated marketing
Byron Tied 2 Bowties groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide itsmarket? a. Behavior b. Geography c. Demographics d. Benefits sought e. Personality
b. Geography
________ consists 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. Differentiation b. Positioning c. Market targeting d. Market segmentation e. Mass marketing
b. Positioning
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. universal b. demographic c. psychographic d. behavioral e. geographic
b. demographic
Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices? a. more-for-the-same b. more-for-less c. same-for-less d. more-for-more e. less-for-much-less
b. more-for-less
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation. a. age and life cycle b. occasion c. demographic d. income e. psychographic
b. occasion
If a segment is large enough or profitable enough to serve, it is ________. a. accessible b. substantial c. differentiable d. measurable e. actionable
b. substantial
Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products? a. Females b. Wealthy consumers c. Children d. Single households e. Baby Boomers
c. Children
The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation. a. age and life-cycle b. user status c. benefit d. demographic e. geographic
c. benfit
Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________. a. reduced sales in each market segment b. weaker product position in each market segment c. higher costs of doing business d. redundancy in product design across market segments e. smaller market share in the industry
c. higher costs of doing business
Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________. a. demographic variables b. geographic regions c. multiple segmentation bases d. behavioral variables e. psychographic segmentation bases
c. multiple segmentation bases
The marketing manager at Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Arbors' approach is best referred to as ________ segmentation. a. food b. geographic c. age and life cycle d. benefit e. user status
d. benefit
Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables. a. geographic b. psychographic c. universal d. demographic e. Behavioral
d. demographic
Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy. a. more-for-the-same b. more-for-less c. same-for-less d. less-for-much-less e. more-for-more
d. less-for-much-less
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods. a. Income b. Lifestyle c. Demographic d. Behavioral e. Geographic
e. Geographic
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. a. Positioning b. Mass marketing c. Market targeting d. Differentiation e. Market segmenting
e. Market segmenting
Bose promises "better sound through research." This is an example of ________. a. people differentiation b. channel differentiation c. price differentiation d. services differentiation e. product differentiation
e. product differentiation
Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called? a. user status b. usage rate c. benefit d. behavioral e. psychographic
e. psychographic
