Advertising Second Exam Part 2

An automobile manufacturer sells cars with tires designed to give better traction in the snow in regions where snowfalls are heavy and cars with tires featuring a regular tread in other regions. This is an example of ________ segmentation.

geographic

The ________ stage of the product life cycle is characterized by rapid market expansion as more and more customers, stimulated by mass advertising and word of mouth, make their first, second, and third purchases.

growth

The difference between regular salad dressing and organic salad dressing is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses ingredients that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) ________.

conceptual filter

Describe the communication element of marketing.

?

I want you to do the following: 1. Tell me a product 2. Then describe the market segmentation you would advertise toward and why

I would advertise John Deere's tractors to farmers in the south eastern part of the United States. I'm from Andalusia, Alabama, and we have so many farmers in my home town. I think John Deere would benefit from this since their geographic demographic would be so strong.

Briefly describe geographic segmentation. (Think about me and my Sonic moment from class.)

One simple way to define markets is by using geographic segmentation. People in one region of the country (or the world) have needs, wants, and purchasing habits that differ from those in other regions. When marketers analyze geographic data, they study sales by region, county size, city size, zip code, and types of stores. Many products sell well in urban areas but poorly in suburban or rural ones, and vice versa. Even in local markets, geographic segmentation is important.

In class we discussed both the Zune and Blackberry when it comes to the decline stage. Please describe the decline stage of the product life cycle.

Products will eventually enter the decline stage if they are not revitalized. This is due to obsolescence, new technology, or changing consumer tastes. At this point, companies may cease all promotion and phase out the products quickly or let them fade slowly with minimal advertising.

Describe the steps involved in the market segmentation process.

There are two steps in the market segmentation process. First, identifying groups of people (or organizations) with certain shared needs. The second step is to aggregate (combine) these groups into larger market segments according to their interest in the product's utility.

What is an example of publicity? (or earned media. I discussed this when I discussed the KFC unfollow campaign and it is a form of earned media.

a feature story in a national newspaper

segmentation is based on user status, usage rate, purchase occasion, and benefits sought.

behavioristic

segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

demographic

A cosmetics company allows customers to purchase its products through its website. This represents ________ distribution.

direct

Apple has just introduced a iPhone Max 10000 that is guaranteed to survive falling from the tallest building on earth and being dropped in a beer. The company will most likely target which group during the introductory phase?

early adopters

A manufacturer of a popular brand of toothpaste introduces mouthwash under the same brand name. This is known as private labeling.

false

Market segmentation is a three-step process that begins with planning and ends with market identification.

false

Pantene, Head & Shoulders, and Herbal Essence are examples of ________ brands since each has its own separate image.

individual

During the ________ phase of the product life cycle, the company incurs considerable costs for educating customers, building widespread dealer distribution, and encouraging demand.

introductory

In the ________ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

maturity

Hudson Supply Group manufacturers small kitchen appliances such as toasters and blenders. The company sells these appliances to distributors who put their own name on it—toasters are sold under the names of Walmart's Mainstays and Target's Made By Design. This is an example of

private-labeling

The purpose of VALS, a ________ segmentation system, is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.

psychographic

B Sweets in Troy buys the pie crust used to make fruit pies from Dessert Supply Corporation. Then, it sells the freshly made pies to its customers. The restaurant is an example of a(n)

reseller

The ________ process determines the content, look, and feel of product advertisements.

target marketing

What is the first step of the market segmentation process?

to identify groups of people with shared needs

Brand equity refers to the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

true

If a marketer wants to understand consumers' feelings and inclinations, he or she should use psychographics.

true

In addition to tangible benefits, customers are often motivated by symbolism—what the brand name means to them, to associates, or to some social reference group.

true

In the maturity stage of the product life cycle, the market is saturated with competing products.

true

to identify markets, marketers group consumers based on different categories: behavioristic, geographic, demographic, and psychographic.

true