Intro. to Marketing Unit 3 Exam

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When a company uses a single marketing mix to target all customers, it is utilizing what?

Undifferentiated marketing

What is a form of behavioral segmentation that classifies users based upon the amount of product purchased.

Usage Rate

A marketer using a _____ positioning strategy would show what the customer receives in exchange for the cost of the product.

Value

To classify a product as a business or consumer product, you would consider what two things?

Who will buy the product; How or why the product will be used

If a company markets its products to singles and couples with no children, they are using _____ as a basis for demographic segmentation.

family lifecycle and household type

If a company markets its products to female tweens, they are using _____ as a basis for demographic segmentation.

gender and age

The division of the total market into smaller, relatively homogeneous groups is called _____.

market segmentation

Three examples of primary data

Focus groups, ethnographic research, surveys

If a marketer accesses census data to gain information about a particular zip code in Orlando, they are using which type of data?

Government data

Psychographic segmentation uses which of the following as bases for segmentation? (Three things)

Habits, Values, Attitudes

Carrying different recreational products in stores in different parts of the country is based on which geographic variable?

Region

What is a master plan for conducting marketing research

Research Design

If a marketer pays for a report on consumer attitudes, life stages, lifestyle, and buying behavior, they are likely using which type of data?

Research Services

Data previously collected for any purpose other than the specific research project at hand

Secondary data

What is NOT true about positioning maps?

They are an explanation of how consumers will benefit from the product

What is a tentative explanation for some specific event

A hypothesis

A company segments customers by focusing on the attributes that consumers seek and the benefits they expect to receive from a good or service. They are using what as a basis for behavioral segmentation.

Benefits sought

_______ is data that originates in unprecedented volume and at an unprecedented speed from the world around us.

Big data

Companies hoping to launch new products or enter new markets should utilize what as a basis for segmentation

Brand Loyalty

The _____ for a product is the group of consumers most likely to purchase a particular item.

target market

Stores in warmer, sunnier parts of the country dedicate more shelf space to sunscreen, and stores in colder areas dedicate space to gloves and hats

Climate

What is a technique in which a user employs special software to search through computerized data files to detect patterns?

Data mining

When a company targets several different market segments and creates a different marketing mix for each segment

Differentiated Marketing

What is the best data collection method outside of the United States?

Face-to-Face Interviews

Before a marketing research project can be designed, you must first

Identify the problem/opportunity

Demographic segmentation uses what three bases?

Income, Family lifecycle, Gender

What is not true about test marketing?

It is relatively inexpensive

Walgreens having only one store in a rural area is an example of which geographic variable?

Market Density

_______ refers to the use of marketing intelligence data and model scenarios to create forecasts.

Predictive analytics

Which of the following are true about primary data? (Three things)

Primary data are collected specifically for the marketing research study, generally more expensive to collect than secondary data, and provide more detailed information than secondary data.

When a marketer highlights specific features to create a desired perception of the brand

Product attribute

What are the three requirements that market segments must meet in order to be effective?

Profitable, Significant in size and purchasing power, Consistent with the firm's marketing capabilities

Unlike geographic and demographic segmentation, psychographic segmentation:

can provide sharper insight into consumer purchasing behavior.

An advantage of the _______ strategy is that the firm may have a competitive advantage over other firms trying to reach multiple markets.

concentrated marketing

A consumer product _______.

is a product bought by the ultimate consumer for personal use

Researchers employ back translation to help with

language differences


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