Marketing Midterm Chapter 6 Quiz
A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this?
Image differentiation
Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of ________.
Local marketing
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
Occasion
______ 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
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers?
Psychographics
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this?
Services differentiation
If a segment is large enough or profitable enough to serve, it is ________.
Substantial
Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products?
Children
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent?
Concentrated marketing
Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________.
Unique selling propositon
undifferentiated (mass) marketing
a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer
differentiated (segmented) marketing
a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each
Kidcomp, an American computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of ________ segmentation.
age and life cycle
Marketers must be careful to guard against stereotypes when using ________.
age and life cycle segmentation
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables.
Demographic
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines?
Gender
actionable (effective segmentation)
effective programs can be designed for attracting and serving the segments
product position
how a product is defined by consumers on important attributes - the place a product occupies in consumers' minds relative to competing products
local marketing
tailoring brands and marketing to the needs and wants of local customer segments - cities, neighborhoods, and even specific stores
individual marketing
tailoring products and marketing programs to the needs and preferences of individual customers (made possible by mass customization technology)
differentiable (effective segmentation)
the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs
measurable (effective segmentation)
the size, purchasing power, and profiles of the segments can be measured
which differences to promote
Important: The difference delivers a highly valued benefit to target buyers. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. Superior: The difference is superior to other ways that customers might obtain the same benefit. Communicable: The difference is communicable and visible to buyers. Preemptive: Competitors cannot easily copy the difference. Affordable: Buyers can afford to pay for the difference. Profitable: The company can introduce the difference profitably.
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.
Market segmenting
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________.
Micromarketing
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________.
Preemptive
Positioning
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
concentrated (niche) marketing
A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches
geographic segmentation
dividing a market into different geographical units, such as nations, states, regions, counties, cities, or even neighborhoods
psychographic segmentation (demographic)
dividing a market into different segments based on social class, lifestyle, or personality characteristics
Behavioral Segmentation
dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product (occasion, benefit, user status, usage rate, loyalty status)
demographic segmentation
dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation
value proposition
the full positioning of a brand - the full mix of benefits on which it is positioned -more for more -more for the same -same for less -less for much less -more for less
substantial (effective segmentation)
the market segments are large or profitable enough to serve
accessible (effective segmentation)
the market segments can be effectively reached and served
Which of the following would make a segment less attractive to enter?
New entrants finding it easy to enter the segment
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods.
Geographic
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions.
Perceptual positioning maps
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
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation.
Psychographic
positioning statement
a statement that summarizes company or brand positioning using this form: to (target segment and need) our (brand) is (concept) that (point of difference)
micromarketing
tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments; it includes local marketing and individual marketing
