Principles of Marketing Ch.6
Product position
__________ is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.
Occasional segmentation
__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item.
Behavioral segmentation
__________ is dividing a market into segments based on consumer knowledge, attitudes, uses, or response to a product.
Market segmentation
__________ is dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
Demographic segmentation
__________ is dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
Market targeting
__________ is evaluating each market segment's attractiveness and selecting one or more segments to enter.
Individual marketing
__________ is tailoring products and marketing programs to the needs and preferences of particular customers.
Micromarketing
__________ is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.
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
After marketers divide a market into distinct groups of buyers who have different needs, characteristics, or behaviors, they then perform _________________, identifying different ways to segment the market and selecting one or more markets to serve.
market targeting
Marketers market competitive ATV's differently than to those who use ATV's for other purposes, such as farming. On which type of market segmentation is this based?
Benefit segmentation
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
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines?
Gender
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?
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?
Image differentiation
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.
Market segmenting
Which of the following would make a segment less attractive to enter?
New entrants finding it easy to enter the segment
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions.
Perceptual positioning maps
______ 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
Local marketing
_________ is tailoring brands and marketing to the needs and wants of cities, neighborhoods, and even specific stores.
Concentrated marketing
__________ is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.
Positioning
__________ is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
Differentiation
__________ is distinguishing a market offering from other offerings in order to create superior customer value.
Gender segmentation
__________ is dividing a market into different segments based on gender.
Psychographics segmentation
__________ is dividing a market into different segments based on social class, lifestyle, or personality characteristics.
Geographic segmentation
__________ is dividing a market into different units such as nations, states, regions, counties, cities, or even neighborhoods.
Occasion segmentation
__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item.
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
A __________ is gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices.
competitive advantage
Dividing a market into different age and life-cycle groups segments is known as __________ segmentation.
demographic
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
Income segmentation is __________.
dividing a market into different income groups
A competitive advantage is __________.
gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices
Marketers who choose to segment consumers with similar needs but who are located in different countries have chosen __________________ segmentation.
intermarket segmentation
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
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________.
micromarketing
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
occasion
Marketers of sunscreen tend to market the product more heavily in the Midwest during summer months. This group of buyers is most likely being segmented by __________.
occasion segmentation
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________.
preemptive
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
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.
psychographic
If a segment is large enough or profitable enough to serve, it is ________.
substantial
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 proposition
A __________ is the full mix of benefits on which a brand is positioned.
value proposition
Geographic
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods.
unique selling proposition
A __________ is a specific attribute that a company chooses about a brand and touts as "number one" in regards to that attribute.
