ch 6

mass marketing

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

are easier to measure than other variables

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

more-for-more

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.

usage rate

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

image

The distinctive yellow and blue "hands held high" logo of a local daycare distinguishes it from other establishments. The logo is prominently displayed on its building, t-shirts worn by the children, and at fundraising events. The daycare has differentiated itself through ________.

concentrated strategy

The full positioning of a brand is referred to as the ________.

benefit

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.

increased costs

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.

micromarketing

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

market segmentation, market targeting, differentiation, and positioning

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

It increases manufacturing costs.

Which of the following is true about local marketing?

channel differentiation

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

same-for-less

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

Psychographic

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

undifferentiated

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

geographic location

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 ________.

demographic

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.

more-for-less

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.

differentiable

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

gender

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

demographic

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?

differentiated

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

intermarket

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.

less-for-much-less

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

income

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

point of difference

Zeal is a popular automobile brand, and its positioning statement is: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement?

Positioning

________ 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.

Market segmentation

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Local

________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

competitors cannot easily copy the difference

A brand difference is said to be preemptive if ________.

it contains powerful suppliers who can control prices

A market segment is less attractive when ________.

knowledge of customer needs

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

people

Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.

individual marketing

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

occasion

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

psychographic

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

product differentiation

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

services differentiation

Companies are likely to gain ________ through speedy, convenient, or careful delivery of products.

positioning statement

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

higher costs of doing business

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.

economic factors

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.

age and life-cycle

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies ________ segmentation.

behavioral

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

product

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

multiple segmentation bases

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 ________.

demographic

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.

accessible

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

user status segmentation

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

concentrated marketing

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 ________.

more-for-the-same

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.

mass customization

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 ________.

substantial

When a market segment is large or profitable enough to serve, it is termed ________.

actionable

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

image

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

measurable

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

positioning statement

Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category?

undifferentiated marketing

Which of the following is an approach where firms target a whole market based on common consumer needs?

They are used to analyze consumer perceptions of a brand relative to competing products.

Which of the following is true of perceptual positioning maps?

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

Which of the following is true of product positioning?

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?