MKT 305: QUIZ #6

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial​ products? A. Wealthy consumers B. Children C. Baby Boomers D. Single households E. Females

Children

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent? A. Differentiated marketing B. Micromarketing C. Concentrated marketing D. Segmented marketing E. Undifferentiated marketing

Concentrated marketing

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines? A. Income B. Gender C. Benefits sought D. Occasion E. Usage rate

Gender

​________ segmentation calls for dividing the market into different​ nations, regions,​ states, counties,​ cities, or even neighborhoods. A. Demographic B. Income C. Lifestyle D. Geographic E. Behavioral

Geographic

Byron Tied 2 Bowties groups its customers by regions in the United​ States, such as​ Midwest, Northeast, and Southwest. For each​ region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its​ market? A. Personality B. Behavior C. Benefits sought D. Geography E. Demographics

Geography

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? A. Services differentiation B. Image differentiation C. Channel differentiation D. Product differentiation E. People differentiation

Image differentiation

Which of the following would make a segment less attractive to​ enter? A. A lack of aggressive competitors B. Very few substitute products C. Buyers with weak bargaining power D. New entrants finding it easy to enter the segment E. Suppliers with weak bargaining power

New entrants finding it easy to enter the segment

__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Psychographic maps B. Competitive maps C. Perceptual positioning maps D. Target segment maps E. Competitively positioned maps

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? A. Behavioral B. Psychographic C. Benefit D. User status E. Usage rate

Psychographic

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers? A. Situational factors B. Personal characteristics C. Psychographics D. Purchasing approaches E. Operating characteristics

Psychographics

Your local pizzeria promises​ "Delivery in 30 minutes or less or the pizza is​ free." What point of differentiation is​ this? A. Product differentiation B. People differentiation C. Image differentiation D. Services differentiation E. Channel differentiation

Services differentiation

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. A. income B. gender C. occasion D. age and life cycle E. geographic

age and life cycle

Marketers must be careful to guard against stereotypes when using​ ________. A. benefits segmentation B. income segmentation C. psychographic segmentation D. demographic segmentation E. age and life cycle segmentation

age and life cycle segmentation

If Boston Harbor Cruises sought to attract business from​ young, single professionals in the Boston area by marketing a monthly singles cruise during the​ summer, this would be an example of​ __________ segmentation. A. behavioral B. age and​ life-cycle C. income D. benefit E. geographic

age and life-cycle

​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. A. geographic B. psychographic C. universal D. behavioral E. demographic

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. A. demographic B. universal C. geographic D. psychographic E. behavioral

demographic

By designing different marketing mixes for multiple market​ segments, Boston Harbor Cruises is practicing what type of target marketing​ strategy? A. Differentiated marketing B. Undifferentiated marketing C. Niche marketing D. Local marketing E. Micromarketing

differentiated marketing

By designing and placing flyers for its various cruises in the lobbies of​ Boston-area hotels and visitor information​ centers, Boston Harbor Cruises is employing​ _____________ segmentation. A. demographic B. psychographic C. geographic D. benefit E. behavioral

geographic

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​ ________. A. undifferentiated marketing B. differentiated marketing C. local marketing D. individual marketing E. concentrated marketing

local marketing

Boston Harbor Cruises markets its​ water-based transportation and excursion services to meet the needs of a variety of distinct commercial and tourist groups. This practice is known as​ _____________. A. micromarketing B. local marketing C. positioning D. market targeting E. market segmentation

market segmentation

​________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Positioning B. Market segmenting C. Differentiation D. Mass marketing E. Market targeting

market segmenting

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________. A. micromarketing B. differentiated marketing C. concentrated marketing D. undifferentiated marketing E. segmented marketing

micromarketing

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A. occasion B. demographic C. psychographic D. income E. age and life cycle

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. A. Positioning B. Market targeting C. Differentiation D. Market segmentation E. Mass marketing

positioning

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A. preemptive B. superior C. profitable D. distinctive E. affordable

preemptive

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A. user status B. geographic C. age and life cycle D. psychographic E. behavioral

psychographic

The marketing manager at​ Arbor's Delicatessen 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.​ Arbors' approach is best referred to as​ ________ segmentation. A. geographic B. psychographic C. user status D. benefit E. age and life cycle

psychographic

If a segment is large enough or profitable enough to​ serve, it is​ ________. A. actionable B. differentiable C. accessible D. substantial E. measurable

substantial

Boston Harbor Cruises has found marketing historic excursion tours to international tourists very lucrative. The company has committed significant resources to online marketing campaigns designed to increase ticket sales to vacationing families. In this​ scenario, "vacationing​ families" represents a key​ _____________ for Boston Harbor Cruises. A. target market B. mass market C. demographic D. market position E. competitive advantage

target market

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a(n) ________. A. unique position proposition B. unique selling proposition C. unique benefit proposition D. unique difference proposition E. unique product proposition

unique selling proposition