MK201 quiz 6

_______ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior. a. Positioning b. Market segmentation c. Differentiation d. Mass marketing e. Market targeting

b. Market segmentation

Bose promises "better sound through research." This is an example of ________. a. channel differentiation b. product differentiation c. price differentiation d. services differentiation e. people differentiation

b. product differentiation

________ 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. a. Market segmentation b. Differentiation c. Positioning d. Mass marketing e. Market targeting

c. Positioning

_______ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics. a. Psychographic b. Behavioral c. Demographic d. User status e. Geographic

a. Psychographic

Marketing the same product to a huge customer base without any customization is referred to as ________. a. mass marketing b. niche marketing c. local marketing d. differentiated marketing e. individual marketing

a. mass marketing

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation. a. benefits sought b. psychographic c. usage rate d. occasion e. user status

c. usage rate

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation. a. user status b. age and life-cycle c. geographic d. behavioral e. psychographic

d. behavioral

Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables. a. psychographic b. universal c. geographic d. demographic e. behavioral

d. demographic

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________. a. substantial b. accessible c. actionable d. measurable e. observable

d. measurable

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________. a. demographics b. behavioral factors c. benefits sought d. personality characteristics e. geographic location

e. geographic location