Marketing CH6 Quiz

In​ lecture, one segmentation base was outlined as being​ one-dimensional but economical to access the variables belonging to such. Which of the following segmentation bases was being​ discussed?

Demographic

​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.

Demographic

Hungry​ Harvest, is a​ start-up subscription boxed food company. It buys up excess or​ "ugly" produce from growers and wholesalers around the country that is rejected for sale​ (mostly based on​ looks) that cannot be sold to supermarkets. Hungry Harvest then sells the​ "ugly" produce to consumers for less than supermarket price. Which of the following value propositions has Hungry Harvest positioned itself based​ upon?

Less for Much Less

Which of the following segmentation strategy approaches works in a more optimal fashion if the marketplace​ is​ homogeneous?

Undifferentiated

In lecture we discussed evaluating market segments. What is a good example of​ "structural attractiveness"?

considering number of competitors in a product category

Mi Rancho Supermarkets is a chain grocer that locates stores in neighborhoods with large Hispanic populations. Their stores carry a greater selection of Hispanic and Latin foods. The type of marketing that Mi Rancho uses is an example of​ ________.

micromarketing

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________.

preemptive

Dividing buyers into groups based on​ motives, values,​ lifestyle, or personality characteristics is called​ ________ segmentation.

psychographic

​Age, income,​ region, benefits sought and perception are all

representative of the four bases of segmentation, segmentation variables

Devin is a marketer who has identified several groups of consumers for a new product innovation that she developed. Devin created a customized market mix for only two of the consumer groups identified. For​ Devin, she has​ identifed/created ​ _________________________.

two target markets

In lecture there were certain considerations when creating a market segment that must be given attention. In many states the only way to make a product purchase​ (from certain product​ categories) is to prove your age with a photo ID. When grouping consumers to​ target, the marketer uses age to discern​ ___________________ to purchase within the product category when grouping consumers.

Authority

In​ class, "Reverse​ Segmentation" was discussed. Which segmentation base does this variable belong​ too?

Behavioral

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent?

Concentrated marketing

__________________ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs.

Differentiable

Red-Bone pet food produces a product line of dog chow that is created to feed working dogs and yet another that is made for show dogs. The marketers​ at​ Red-Bone have decided to create a dog food that will be specifically formulated​ for​ older, adult​ dogs​ (elderly​ dogs). ​ At​ Red-Bone, the marketers target the dog food market using​ the​ ____________________strategy.

Differentiated

When Subaru of America allows Outback buyers to customize cars to meet their exact needs and​ preferences, it is practicing which type of​ marketing?

Micromarketing

In​ lecture, which of the following Psychographic Segmentation Base variables was deemed as the one used the least amount when putting together market​ segments?

Personality

Which of the following describes the process of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target​ consumers?

Positioning

Amazon is now promising​ same-day pick-up of goods as well as local secure​ pick-up points. What point of differentiation is​ this?

Services differentiation

Shark Specialty​ Foods, groups its customers by regions in the​ United​ States, such​ as​ Midwest,​ Northeast, and Southwest. For​ each​ region, Munoz creates a different set of advertisements and promotions. In terms of the​ segmenting, what is being done in this​ example?

Shark Specialty Foods has created three target markets based on the Geographic Segmentation Base

In terms of a business​ perspective, which of the following is most expensive​ (takes the most​ resources) when​ segmenting?

a target market

Even though EZ Dry Cleaners has a customer 5 star​ rating, many customers that would like to utilize their dry cleaning services cannot do so because they are only open from​ 9-5 pm,​ Monday-Friday. A large group of consumers that have occupations that require them long hours cannot utilize​ EZ's very limited store hours. For​ EZ, they do not target the consumers mentioned above because this group does not possess​ ___________________ when evaluating market segments.

ability