CHAPTER 6 -Quiz
User status, usage rate, and loyalty status are examples of which type of segmentation variable?
Behavioral segmentation
Through its mobile Whopper Detour promotion, Burger King offered discounted Whoppers to people close to a competing McDonald's restaurant. This is an example of which of the following?
Hyperlocal social marketing
Which value proposition offers not only higher quality, but also confers prestige upon the buyer?
More for more
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________.
preemptive
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ________ variables.
psychographic
Which type of market-coverage strategy involves targeting several market segments and designing separate offers for each?
Differentiated marketing
In 2015 Target eliminated its "pink" and "blue" aisles, and it now sells lines such as a collection of back-to-school clothing, accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of marketing?
Gender-neutral
Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?
Services differentiation
The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as _________.
intermarket segmentation
Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as __________.
market segmenting
When a company engages in ________marketing it ignores market segment differences and targets the whole market with one offer.
mass
The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as __________.
measurable
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
occasion
