Marketing Exam 1 Part 2: Multiple Choice

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ______

Micromarketing

According to the product concept, a company should

devote its energy to making continuous product improvements

Brand _____ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

equity

Sweet & Cream, a popular frozen yogurt chain, attracts new customers by adding new flavors to its famous frozen yogurt product line. In this case, the company has developed its brand with ______.

line extensions

Dividing a market into several sections of customers is known as

market segmentation

Which of the following is a pure tangible good?

shampoo

Which of the following concepts holds that consumers will favor products that are available and highly affordable

the production concept

According to the five-step model of the marketing process, the first step in marketing is____

understanding the marketplace and customer needs and wants

______ are the form human needs take as they are shaped by culture and individual personality

wants

A brand difference is said to be preemptive if _______.

Competitors cannot easily copy the difference

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called _____ marketing.

Differentiated

_____ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

Services

Service inseparability means that _______.

Services become a part of their providers, whether the providers are people or machines.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?

The company introduces BerryBliss, a dried berry snack mix for kids.

A successful niche marketing strategy relies on a firm's

knowledge of customer needs

Which of the following is true of perceptual positioning maps?

They are used to analyze consumer perceptions of a brand versus competing products

Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest asking the public to create commercials of the restaurant. Winning entries will be posted on the organization's home page. Ellis' plan is an example of____

consumer-generated marketing

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on

consumers' existing wants

Customers recognize products of Breads & Butters, a coffee shop, by identifying the "twisted bread" logo that helped the firm revolutionize its products. In this case, the firm has differentiated itself through its ______.

image

Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population?

income

_____ is the process of evaluating the attractiveness of different market segments and selecting on or more segments to enter

market targeting

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ____ value proposition

more-for-less

Xenon, a leading consumer- electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as _____ brands.

national

Product mix depth refers to the ______.

number of versions offered for each product in the line

Zeal is a popular automobile brand, and its positioning statement reads as follows: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements in missing from the positioning statement?

point of difference

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on _____.

product attributes