MKT 3000 CH9 Quiz

The overriding desires that drive how people live their lives are called A. self-concepts. B. self-values. C. psychographics. D. self-control. E. lifestyles.

self-values.

During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? A. Evaluate segment attractiveness B. Select segmentation method C. Develop positioning strategy D. Select target market E. Establish overall strategy or objectives

Evaluate segment attractiveness

Lawn-care-products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs? A. Behavioral B. Demographic C. Psychographic D. Geographic E. Geothermal

Geographic

_____ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors. A. An ideal point B. An optimal point C. A competitive map D. A perceptual map E. Competitive positioning

A perceptual map

Which segmentation method is most closely related to providing value by satisfying customers' needs and wants? A. Geographic B. Demographic C. Psychographic D. Benefit E. Geodemographic

Benefit

_____ segmentation, the most common means to define segments, involves defining groups based on characteristics such as age, gender, income, and education. A. Geographic B. Demographic C. Psychographic D. Geodemographic E. Lifestyle

Demographic

What is the first step marketers use to derive a perceptual map? A. Identify competitors' positions B. Determine consumers' perceptions and evaluations of the product or service in relation to competitors' C. Monitor the positioning strategy D. Identify the market's ideal points and size E. Determine consumer preferences

Determine consumers' perceptions and evaluations of the product or service in relation to competitors'

When a firm evaluates its overall mission, including its strengths, weaknesses, opportunities, and threats, it is engaged in which step of the segmentation, targeting, and positioning process? A. Establishing overall strategy or objectives B. Determining segmentation methods C. Evaluating segment attractiveness D. Selecting the target market E. Developing the positioning strategy

Establishing overall strategy or objectives

Mr. Dennison knows each and every child who comes in to his Kumon reading center and prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business? A. Mass marketing B. Segment marketing C. Niche marketing D. Micromarketing E. Concentrated marketing

Micromarketing

Which of the following positioning approaches was the focus of Volvo's objective to augment its safety image with better driving performance and excitement? A. Positioning based on product attributes B. Positioning based on symbolism C. Positioning against a specific competitor D. Positioning using perceptual mapping E. Positioning based on profit potential

Positioning based on product attributes

The Nike swoosh is an example of which of the following positioning tools to create a position for the brand that distinguishes it from its competitors? A. Positioning based on product attributes B. Positioning based on symbolism C. Positioning against a specific competitor D. Positioning using perceptual mapping E. Positioning based on profit potential

Positioning based on symbolism

______ segmentation delves into how consumers actually describe themselves. A. Geographic B. Demographic C. Psychographic D. Geodemographic E. Lifestyle

Psychographic

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to a firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness? A. Substantial B. Reachable C. Responsive D. Profitable E. Identifiable

Responsive

Which step in the STP process develops descriptions of the different segments? (This helps firms better understand the customer profiles in each segment?) A. Establish overall strategy or objectives B. Select segmentation method C. Develop positioning strategy D. Evaluate segment attractiveness E. Select target market

Select segmentation method

Which of the following best describes the notion of market positioning? A. The position that a company holds in the market in terms of size relative to its competitors B. The process of increasing a firm's overall sales and as a result, increasing its market share C. The place the product occupies in consumers' minds relative to competing products D. The geographic location of the headquarters of a corporation E. A group of organizations that have similar wants and needs

The place the product occupies in consumers' minds relative to competing products

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs it is using a(n) _____ targeting strategy. A. undifferentiated B. mass marketing C. concentrated D. differentiated E. micromarketing

concentrated

Small text files used by websites to track potential customers' visits to a website and provide details on how the customer has searched the site are called A. web portals. B. trackers. C. cookies. D. perceptual maps. E. hyperlinks.

cookies.

Large firms with multiple offerings in a particular product category engage in _____ targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and diversify their businesses. A. mass marketing B. micromarketing C. concentrated D. differentiated E. undifferentiated

differentiated

General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of A. undifferentiated marketing. B. mass marketing. C. concentrated marketing. D. differentiated marketing. E. micromarketing.

differentiated marketing.

PRIZM and ESRI's Tapestry are two of the most widely used tools for _______ segmentation. A. occasion B. lifestyle C. demographic D. psychographic E. geodemographic

geodemographic

The _____ indicates where a particular market segment's ideal product lies on the perceptual map. A. ideal point B. optimal point C. value proposition D. equilibrium point E. target market

ideal point

The publishing conglomerate Conde Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is A. substantial. B. responsive. C. reliable. D. profitable. E. identifiable.

identifiable.

A manufacturer of T-shirts concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a _____ targeting strategy. A. one-to-one B. mass marketing C. concentrated D. differentiated E. micromarketing

mass marketing

Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of concentrated marketing. segment marketing. niche marketing. micromarketing. mass marketing.

micromarketing.

Behavioral segmentation based on when a product or service is purchased or consumed is called _____ segmentation. A. occasion B. lifestyle C. demographic D. psychographic E. location

occasion

Market growth, market competitiveness, and market access are all important factors in analyzing if a segmentation strategy is A. substantial. B. identifiable. C. reachable. D. responsive. E. profitable.

profitable

Jack describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers would use this type of information when developing _____ segments. A. niche B. geographic C. demographic D. psychographic E. geodemographic

psychographic

For the ______ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it. A. substantial B. identifiable C. reachable D. responsive E. profitable

reachable

When everyone might be considered a potential user of its product, a firm likely uses a(n) _____ targeting strategy. A. one-to-one B. differentiated C. concentrated D. undifferentiated E. micromarketing

undifferentiated

The positioning strategy can help communicate a brand's _____, representing the unique value provided to customers. A. benefits segmentation B. value proposition C. segmentation method D. targeting strategy E. market share

value proposition