QBUS Ch 6

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

are easier to measure than other variables

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

Psychographic

Which of the following is true of product positioning?

To simplify the buying process, consumers are likely to position products in their minds.

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

actionable

A brand difference is said to be preemptive if ________.

competitors cannot easily copy the difference

P&G was among the first to use ________ segmentation when it introduced Secret, a deodorant brand specially formulated for women's chemistry.

gender

A market segment is less attractive when ________.

it contains powerful suppliers who can control prices

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing.

undifferentiated

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

usage rate

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.

benefit

Market segments that can be effectively reached and served are said to be ________.

Accessible

Which type of market segmentation is generally used by marketers who sell luxury products targeted to the affluent segments of a population?

Income

A successful niche marketing strategy relies on a firm's ________.

Knowledge of customer needs

Unlike other car rental agencies that are based in airports to serve travelers, Rental Wheelz has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Rental Wheelz caters to a small share of the large car rental market. From this description, it can be concluded that Rental Wheelz most likely practices ________.

concentrated marketing

Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables.

demographic

If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments.

differentiable

Danko International is a multinational company that targets the BRIC countries (Brazil, Russia, India, and China) because they're fast-growing developing economies and use ________ to segment its world markets.

economic factors

The marketing manager of Refresh Inc., a leading producer of soft drinks, is considering a differentiated marketing strategy. An important consideration is weighing increased sales against ________ before selecting this strategy

increased costs

At the extreme, micromarketing becomes ________ insofar as products and marketing programs are tailored to the needs and preferences of customers.

individual marketing

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy

less-for-much-less

When a company interacts one-on-one with large numbers of customers to create customer unique value by designing products and services tailor-made to individual needs, it is engaging in ________.

mass customization

Marketing the same product to a huge customer base without any customization is referred to as ________.

mass marketing

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition.

more for less

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?

more for less

Using a ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

more-for-the-same

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 ________.

multiple segmentation bases

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

occasion

Eastline, a manufacturer of outdoor patio furniture, positions its products as superior in weatherproofing and durability. This is an example of ________ differentiation.

product

Bose promises "better sound through research." This is an example of ________.

product differentiation

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

the same for less

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

geographic

Company and brand positioning should be summed up in a ________.

positioning statement