Quiz 3

Which of the following is true about behavioral segmentation on the basis of the loyalty variable?

By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.

Which of the following is true about multivariable segmentation systems?

Multiple segmentation bases help identify smaller, better-defined target groups.

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

actionable

________ are ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

brand evangelists

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?

brand personality

According to the model of buyer behavior, which of the following is one of the two primary parts of a "buyer's black box"?

buyer's decision process

George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________.

complex buying behavior

The buyer decision process consists of five stages. Which of the following is NOT one of these stages?

conspicuous consumption

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

consumer market

Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________ marketing.

cross-cultural

Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.

cross-market

________ involves actually distinguishing the firm's market offering to create superior customer value.

differentiation

For the past ten years, Bill and Margaret have saved money to go to the Super Bowl should their team, the Chicago Bears, reach the finals of the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. Since all packages are pretty much the same, they have chosen one that fits their budget. Bill and Margaret are most likely exhibiting ________.

dissonance-reducing buying behavior

Which of the following consumer buying behaviors is related to conditions of low-consumer involvement and little significant brand difference?

habitual buying behavior

The latest trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

lifestyle

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

market segmentation

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.

market targeting

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.

measurable

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

personal characteristics

________ 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

Marketing stimuli include which of the following?

price stimuli

Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.

psychographic segmentation

Mark has long supported a particular brand of footwear and has always bought that brand. Recently, the footwear manufacturer was embroiled in a controversy for using child labor at its manufacturing plants. Mark doubts the news reports and continues to purchase the same brand of footwear. It is most accurate to say that Mark displays ________.

selective distortion

A market segment that is large enough or profitable enough to serve is ________.

substantial

Which of the following refers to a cultural factor in the context of segmenting international markets?

values and attitudes