marketing exam 2 ch. 6

Which of the following is true about local marketing?

It increases manufacturing costs.

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

Local

________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter.

Market targeting

Which of the following is true of perceptual positioning maps?

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

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

services differentiation

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

the same for less

By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments.

undifferentiated

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

usage rate

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 ________.

user status segmentation

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

behavioral

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

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?

channel differentiation

Rasco Corp. segments its foreign markets based on the income levels of a country's population. In this case, the firm segments its market based on ________.

economic factors

Pacific Fisheries groups its customers by regions in the U.S., such as Midwest, Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of advertisements and promotions. Based on which of the following segmentation variables does the firm divide its market?

geographic location

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

image

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.

intermarket

A market segment is less attractive when ________.

it contains powerful suppliers who can control prices

Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice ________.

local marketing

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

market segmentation, market targeting, differentiation, and positioning

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

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

measurable

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

micromarketing

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

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.

occasion

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.

people

Zeal is a popular automobile brand, and its positioning statement reads as follows: "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?

point of difference

Estel, a kitchen-cabinet manufacturer, positions its cabinets as furniture with superior craftsmanship and durability. This is an example of ________ differentiation.

product

When market segments are conceptually distinguishable and respond distinctively to various marketing mix elements and programs, they are said to be ________.

differentiable

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

higher costs of doing business

The less-for-much-less positioning involves meeting consumers' requirements for ________.

lower quality for a lower price

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.

differentiated

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?

positioning statement

Which of the following is true of product positioning?

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

Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent 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. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________.

concentrated marketing

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?

demographic

Senz, an automobile manufacturer, produces low-end vehicles that are targeted toward lower-income consumer groups. Senz most likely segments the consumer market based on ________ variables.

demographic

Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear 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. Zista most likely segments the consumer market based on ________ variables.

demographic

________ factors are the most popular bases for segmenting customer groups.

Demographic

________ 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.

Positioning

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

accessible

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

actionable

Zindle, an American smartphone-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of a(n) ________ segmentation.

age and life-cycle

Demographic variables are the most popular bases for segmenting customer groups because they ________.

are easier to measure

A brand difference is said to be preemptive if ________.

competitors cannot easily copy the difference

ProFem Inc. caters its line of sports apparel exclusively to women. What type of segmentation does the company use?

gender

Customers recognize the products of Breads & Butters, a coffee shop, by identifying the "twisted bread" logo that helped the firm revolutionize its products. In this case, the firm has differentiated itself through its ________.

image

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

income

BritWay Ventures, a leading producer of soft drinks, is considering a differentiated marketing strategy. It is most likely important that the company weighs increased sales against ________ before selecting this strategy.

increased costs

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

knowledge of customer needs

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

less-for-much-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

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

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.

more-for-more

Using a(n) ________ 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

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

positioning statement

Through ________, brands can be differentiated on features, performance, or style and design.

product differentiation

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called?

psychographic

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

substantial

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

undifferentiated marketing