Marketing Midterm Chapter 6 Quiz

A company can differentiate itself from competitors using symbols such as​ McDonald's golden​ arches, Twitter's​ bird, and the Nike swoosh. Which type of differentiation is​ this?

Image differentiation

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of​ ________.

Local marketing

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation.

Occasion

​______ consists of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Positioning

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers?

Psychographics

Your local pizzeria promises​ "Delivery in 30 minutes or less or the pizza is​ free." What point of differentiation is​ this?

Services differentiation

If a segment is large enough or profitable enough to​ serve, it is​ ________.

Substantial

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial​ products?

Children

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent?

Concentrated marketing

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a(n) ________.

Unique selling propositon

undifferentiated (mass) marketing

a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer

differentiated (segmented) marketing

a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each

Kidcomp, an American​ computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The​ firm's marketing approach is reflective of​ ________ segmentation.

age and life cycle

Marketers must be careful to guard against stereotypes when using​ ________.

age and life cycle segmentation

​H2Coast, an automobile​ manufacturer, produces​ fuel-efficient hybrid vehicles that are targeted toward​ middle-income consumer groups. H2Coast most likely segments the consumer market based on​ ________ variables.

Demographic

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines?

Gender

actionable (effective segmentation)

effective programs can be designed for attracting and serving the segments

product position

how a product is defined by consumers on important attributes - the place a product occupies in consumers' minds relative to competing products

local marketing

tailoring brands and marketing to the needs and wants of local customer segments - cities, neighborhoods, and even specific stores

individual marketing

tailoring products and marketing programs to the needs and preferences of individual customers (made possible by mass customization technology)

differentiable (effective segmentation)

the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs

measurable (effective segmentation)

the size, purchasing power, and profiles of the segments can be measured

which differences to promote

Important: The difference delivers a highly valued benefit to target buyers. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way. Superior: The difference is superior to other ways that customers might obtain the same benefit. Communicable: The difference is communicable and visible to buyers. Preemptive: Competitors cannot easily copy the difference. Affordable: Buyers can afford to pay for the difference. Profitable: The company can introduce the difference profitably.

​________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.

Market segmenting

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________.

Micromarketing

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________.

Preemptive

Positioning

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

concentrated (niche) marketing

A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches

geographic segmentation

dividing a market into different geographical units, such as nations, states, regions, counties, cities, or even neighborhoods

psychographic segmentation (demographic)

dividing a market into different segments based on social class, lifestyle, or personality characteristics

Behavioral Segmentation

dividing a market into segments based on consumer knowledge, attitudes, uses of a product, or responses to a product (occasion, benefit, user status, usage rate, loyalty status)

demographic segmentation

dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation

value proposition

the full positioning of a brand - the full mix of benefits on which it is positioned -more for more -more for the same -same for less -less for much less -more for less

substantial (effective segmentation)

the market segments are large or profitable enough to serve

accessible (effective segmentation)

the market segments can be effectively reached and served

Which of the following would make a segment less attractive to​ enter?

New entrants finding it easy to enter the segment

​________ segmentation calls for dividing the market into different​ nations, regions,​ states, counties,​ cities, or even neighborhoods.

Geographic

​__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions.

Perceptual positioning maps

At one​ time, Miller Beer was known as the​ "champagne of bottled​ beer." It was targeted at an elite class of customers.​ Later, to increase​ sales, Miller was repositioned to attract members of the​ working, middle-class. What is this segmentation method​ called?

Psychographic

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation.

Psychographic

positioning statement

a statement that summarizes company or brand positioning using this form: to (target segment and need) our (brand) is (concept) that (point of difference)

micromarketing

tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments; it includes local marketing and individual marketing