BMGT350 Pearson Chapter 6

Which of the following describes the process 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. Market targeting B. Market segmentation C. Mass marketing D. Differentiation E. Positioning

E. Positioning

The​ ________________________ is a​ brand's full positioning or the full mix of benefits on which the brand is positioned. A. ​brand's personality and voice B. target marketing strategy C. differentiation strategy D. positioning map E. value proposition

E. value proposition

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

A. Concentrated marketing

In lecture we discussed evaluating market segments. What is a good example of​ "structural attractiveness"? A. considering number of competitors in a product category B. considering the access of the consumer grouping C. considering the willingness of the consumer grouping D. considering the needs of the consumer grouping

A. considering number of competitors in a product category

Once market segments have been​ selected, the company then must decide on​ _____________________________. A. differentiation and positioning strategy B. unique value proposition C. positioning map D. mission and vision E. target market strategies

A. differentiation and positioning strategy

Devin is a marketer who has identified several groups of consumers for a new product innovation that she developed. Devin created a customized market mix for only two of the consumer groups identified. For​ Devin, she has​ identifed/created ​ _________________________. A. two target markets. B. five target markets C. seven target markets D. two market segments

A. two target markets.

In​ lecture, one segmentation base was outlined as being​ one-dimensional but economical to access the variables belonging to such. Which of the following segmentation bases was being​ discussed? A.Demographic B.​Use-Related C.Geographic D.Reverse Segmentation

A.Demographic

In lecture there were certain considerations when creating a market segment that must be given attention. In many states the only way to make a product purchase​ (from certain product​ categories) is to prove your age with a photo ID. When grouping consumers to​ target, the marketer uses age to discern​ ___________________ to purchase within the product category when grouping consumers. A. Option B. Authority C. Willingness D. Choice

B. Authority

__________________ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs. A. Substantial B. Differentiable C. Actionable D. Measurable E. Accessible

B. Differentiable

In​ lecture, which of the following Psychographic Segmentation Base variables was deemed as the one used the least amount when putting together market​ segments? A. Perception B. Personality C. Values D. Learning

B. Personality

Amazon is now promising​ same-day pick-up of goods as well as local secure​ pick-up points. What point of differentiation is​ this? A. People differentiation B. Services differentiation C. Image differentiation D. Channel differentiation E. Product differentiation

B. Services differentiation

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

B. psychographic

In which targeting strategy does a firm go after a large share of one or a few smaller​ segments? A. Differentiated marketing B. Micromarketing C. Concentrated marketing D. Mass marketing E. Undifferentiated marketing

C. Concentrated marketing

Red-Bone pet food produces a product line of dog chow that is created to feed working dogs and yet another that is made for show dogs. The marketers​ at​ Red-Bone have decided to create a dog food that will be specifically formulated​ for​ older, adult​ dogs​ (elderly​ dogs). ​ At​ Red-Bone, the marketers target the dog food market using​ the​ ____________________strategy. A. Reverse B. Concentrated C. Differentiated D. Micromarketing E. None of the choices above

C. Differentiated

Hungry​ Harvest, is a​ start-up subscription boxed food company. It buys up excess or​ "ugly" produce from growers and wholesalers around the country that is rejected for sale​ (mostly based on​ looks) that cannot be sold to supermarkets. Hungry Harvest then sells the​ "ugly" produce to consumers for less than supermarket price. Which of the following value propositions has Hungry Harvest positioned itself based​ upon? A. More for the Same B. More for More C. Less for Much less D. The Same for Less E. More for Less

C. Less for Much less

Which of the following segmentation strategy approaches works in a more optimal fashion if the marketplace​ is​ homogeneous? A. Micromarketing B. Concentrated C. Undifferentiated D. Differentiated E. None of the above

C. Undifferentiated

Even though EZ Dry Cleaners has a customer 5 star​ rating, many customers that would like to utilize their dry cleaning services cannot do so because they are only open from​ 9-5 pm,​ Monday-Friday. A large group of consumers that have occupations that require them long hours cannot utilize​ EZ's very limited store hours. For​ EZ, they do not target the consumers mentioned above because this group does not possess​ ___________________ when evaluating market segments. A. ​need/want B. willingness C. ability D. authority

C. ability

When marketers aggressively promote only one benefit to the target​ market, the benefit promoted is known as the product or​ service's _____________________. A. unique position proposition B. unique difference proposition C. unique selling proposition D. unique product proposition E. unique benefit proposition

C. unique selling proposition

Major variables used to segment consumer markets include which of the​ following? A. ​Ethnicity, geographic,​ gender, and income B. ​Income, gender,​ age, and ethnicity C. ​Geographic, demographic,​ psychographic, and behavioral D. ​Geographic, demographic,​ psychographic, and psychological E. ​Income, age,​ geographic, and lifestyle

C. ​Geographic, demographic,​ psychographic, and behavioral

What is market​ segmentation? A. Marketing to a mass market of homogenous buyers B. Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers C. Evaluating each market​ segment's attractiveness and selecting one or more market segments to enter D. Dividing a market into distinct groups of buyers who have different​ needs, characteristics, or behaviors and who might require separate marketing strategies or mixes E. Differentiating the​ firm's market offering to create superior customer value

D. Dividing a market into distinct groups of buyers who have different​ needs, characteristics, or behaviors and who might require separate marketing strategies or mixes

All of the following are Segmentation​ Bases, ​except: A. Demographic B. Psychographic C. Geographic D. Loyalty Status

D. Loyalty Status

When Subaru of America allows Outback buyers to customize cars to meet their exact needs and​ preferences, it is practicing which type of​ marketing? A. Segmented marketing B. Undifferentiated marketing C. Differentiated marketing D. Micromarketing E. Concentrated marketing

D. Micromarketing

In terms of a business​ perspective, which of the following is most expensive​ (takes the most​ resources) when​ segmenting? A. a segmentation variable B. a collection of segmentation variables C. a market segment D. a target market

D. a target market

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

D. demographic

Age, income,​ region, benefits sought and perception are all A. representative of the four bases of segmentation B. segmentation variables C. representative of a market segment D. only A​ & B are true

D. only A​ & B are true

To target the best market​ segments, the company first evaluates various factors related to market attractiveness. Of the​ following, which is NOT one of those​ factors? A. Compatibility with company objectives and resources. B. Evaluation of each​ segment's structural attractiveness C. Evaluation of each​ segment's growth characteristics D. Evaluation of each​ segment's size characteristics E. Compatibility with company mission and vision

E. Compatibility with company mission and vision

______________________ is part of a​ company's decision on how it will create market offerings to deliver superior customer value. A. Market targeting B. Undifferentiated marketing C. Market segmentation D. Mass marketing E. Differentiation

E. Differentiation

Mi Rancho Supermarkets is a chain grocer that locates stores in neighborhoods with large Hispanic populations. Their stores carry a greater selection of Hispanic and Latin foods. The type of marketing that Mi Rancho uses is an example of​ ________. A. concentrated marketing B. target marketing C. undifferentiated marketing D. differentiated marketing E. micromarketing

E. micromarketing

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

E. preemptive

1) Sprout segmented the market by targeting parents of preschoolers who wished to have an educational and entertaining experience for and with their children. Which type of segmentation does this describe? a Psychographic b Usage rate c Benefits sought d Demographic e Income

c Benefits sought

3) Sprout has created a unique market offering by integrating its programs with both children and parents. This unique offering that creates superior customer value is known as __________. a market targeting b market segmentation c differentiating d positioning e undifferentiated marketing

c differentiating

2) Which of the following best describes Sprouts competitive advantage? a Sprout's value proposition b The company's psychographic segmentation c The company's demographic segmentation d Sprout's overall customer value e Sprout's product position

d Sprout's overall customer value

In​ class, "Reverse​ Segmentation" was discussed. Which segmentation base does this variable belong​ too? A. Behavioral B. Geographic C. ​Micro-Marketing D. Concentrated

A. Behavioral

Shark Specialty​ Foods, groups its customers by regions in the​ United​ States, such​ as​ Midwest,​ Northeast, and Southwest. For​ each​ region, Munoz creates a different set of advertisements and promotions. In terms of the​ segmenting, what is being done in this​ example? A.Shark Specialty Foods has created one target market based on the Behavioral Segmentation Base B.Shark Specialty Foods has created three target markets based on the Geographic Segmentation Base C.Shark Specialty Foods has created one target market based on the Psychographic Segmentation Base D.Shark Specialty Foods has created one target market based on the Geographic Segmentation Base E.Shark Specialty Foods has created three target markets based on the Demographic Segmentation Base

B.Shark Specialty Foods has created three target markets based on the Geographic Segmentation Base

4) Sprout markets to preschool-aged children and their parents. Which type of segmentation is Sprout most likely using? a Gender b Demographic c Psychographic d Usage e Behavioral

b Demographic

5) What is the unique positioning of Sprout? a The channel is educational. b The channel is marketed to both children and their parents and airs 24 hours a day. c The channel is marketed to elderly persons. d The channel is marketed to tweens. e The channel is entertaining.

b The channel is marketed to both children and their parents and airs 24 hours a day.

Like consumer​ markets, business markets are segmented. Which of the following describes the variables that marketers use to segment business​ markets? A. Business​ demographics, operating​ characteristics, purchasing​ approaches, situational​ factors, and personal characteristics B. Operating​ characteristics, purchasing​ approaches, situational​ factors, and pricing C. Operating​ characteristics, purchasing​ approaches, situational​ factors, usage​ rate, and demographics D. Operating​ characteristics, purchasing​ approaches, situational​ factors, and demographics E. Operating​ characteristics, purchasing​ approaches, situational​ factors, and geographic variables

A. Business​ demographics, operating​ characteristics, purchasing​ approaches, situational​ factors, and personal characteristics