Marketing Chapter 6 Quiz (week 5)
Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products? A. Females B. Baby Boomers C. Single households D. Children E. Wealthy consumers
D. Children
A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this? A. Services differentiation B. Channel differentiation C. People differentiation D. Image differentiation E. Product differentiation
D. Image differentiation
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this? A. Channel differentiation B. Services differentiation C. Image differentiation D. People differentiation E. Product differentiation
B. Services differentiation
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent? A. Concentrated marketing B. Segmented marketing C. Differentiated marketing D. Micromarketing E. Undifferentiated marketing
A. Concentrated marketing
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Market segmenting B. Mass marketing C. Positioning D. Market targeting E. Differentiation
A. Market segmenting
Which of the following would make a segment less attractive to enter? A. New entrants finding it easy to enter the segment B. Buyers with weak bargaining power C. Suppliers with weak bargaining power D. Very few substitute products E. A lack of aggressive competitors
A. New entrants finding it easy to enter the segment
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables. A. demographic B. psychographic C. geographic D. behavioral E. universal
A. demographic
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________. A. micromarketing B. differentiated marketing C. undifferentiated marketing D. segmented marketing E. concentrated marketing
A. micromarketing
Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________. A. unique selling proposition B. unique product proposition C. unique position proposition D. unique benefit proposition E. unique difference proposition
A. unique selling proposition
_____ 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. Market targeting B. Positioning C. Differentiation D. Market segmentation E. Mass marketing
B. Positioning
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers? A. Operating characteristics B. Psychographics C. Purchasing approaches D. Personal characteristics E. Situational factors
B. Psychographics
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 its market? A. Demographics B. Benefits sought C. Geography D. Behavior E. Personality
C. Geography
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Psychographic maps B. Target segment maps C. Perceptual positioning maps D. Competitively positioned maps E. Competitive maps
C. Perceptual positioning maps
Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of ________. A. differentiated marketing B. undifferentiated marketing C. individual marketing D. local marketing E. concentrated marketing
D. local marketing
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. geographic B. psychographic C. behavioral D. universal E. demographic
E. demographic