marketing ch 6

what are the four major variables used to segment consumer markets? a. geographic, demographic, psychographic, and behavioral b. geographic, demographic, psychographic and psychological c. ethnicity, region, gender and income d. income, age, geography, and lifestyle e. income, gender, age, and ethnicity

a. geographic, demographic, psychographic, and behavioral

evaluating each market segments attractiveness and selecting one or more market segments to enter is called _____. a. market targeting b. market segmentation c. mass marketing d. differentiation e. positioning

a. market targeting

_______ show consumers perceptions of their brands versus those of competing products on important buying dimensions. a. perceptual positioning maps b. competitive maps c. psychographic maps d. target segment maps e. competitively positioned maps

a. perceptual positioning maps

dividing buyers into groups based on social class, lifestyle, or personality characteristics is called _____ segmentation. a. psychographic b. age and life cycle c. user status d. behavioral e. geographic

a. psychographic

what is market segmentation? a. marketing to a mass market of homogenous buyers b. dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes c. evaluating each market segments attractiveness and selecting one or more market segments to enter d. arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers e. differentiating the firms market offering to create superior customer value

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

which of the following are additional variables marketers use to segment business markets but not consumer markets? a. operating characteristics, purchasing approaches, situational factors, and region b. operating characteristics, purchasing approaches, situational factors, and personal characteristics c. operating characteristics, purchasing approaches, situational factors, and benefits sought d. operating characteristics, purchasing approaches, situational factors, and usage rate e. operating characteristics, purchasing approaches, situational factors, and loyalty status

b. operating characteristics, purchasing approaches, situational factors, and personal characteristics

what is a products position? a. how much consumers are willing to pay for a product b. the way a product is defined by consumers on important attributes c. the market share of a product d. how the company advertises a product e. where a product is located on store shelves

b. the way a product is defined by consumers on important attributes

which structural factor would make a market segment attractive to enter? a. new entrants can easily come into the segment b. very few actual or potential substitute products c. powerful buyers d. powerful suppliers e. many strong and aggressive competitors

b. very few actual or potential substitute products

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. this is an example of _________. a. concentrated marketing b. segmented marketing c. micromarketing d. undifferentiated marketing e. differentiated marketing

c. micromarketing

many marketers think that companies should aggressively promote only one benefit to the target market. the benefit promoted is known as a ________. a. unique product proposition b. unique position proposition c. unique selling proposition d. unique benefit proposition e. unique difference proposition

c. unique selling proposition

a __________ defines how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. a. value statement b. positioning map c. value proposition d. unique proposition e. mission statement

c. value proposition

in which target strategy does a firm go after a large share of one or a few small segments? a. micromarketing b. undifferentiated marketing c. mass marketing d. differentiated marketing e. concentrated marketing

e. concentrated marketing

which type of market segmentation has long been used in clothing, cosmetics, toiletries and magazines? a. benefits sought b. occasion c. income d. usage rate e. gender

e. gender

if competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be ___________. a. profitable b. affordable c. distinctive d. superior e. preemptive

e. preemptive

your local pizzeria promises "delivery in 30 minutes or less or the pizza is free." what point of differentiation is this? a. channel differentiation b. people differentiation c. image differentiation d. product differentiation e. services differentiation

e. services differentiation