MKT305 Exam 2
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines?
Gender
Materials and parts, capital items, and supplies and services are groups of _____ products.
industrial
When Coca-Cola saw the growth of the bottled water category, they launched Dasani, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching Disani?
New brand
Byron Tied 2 Bowties groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its market?
Geography
Which of the following would make a segment less attractive to enter?
New entrants finding it easy to enter the segment
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
Kroger sponsors such brands as Private Selection, Heritage Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger using?
A private brand
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
Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement?
Convenience products
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods.
Geographic
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
In determining product quality, what are the two dimensions of quality marketers must decide upon?
Level and consistency
When we see Hello Kitty on children's clothing, Disney characters on lunchboxes, and Sponge Bob Squarepants on breakfast cereals, which form of brand sponsorship is being used?
Licensing
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ?
Line extension
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.
Market segmenting
When manufacturers launch products using their own brand names, which sponsorship option are they using?
National branding
Which of the following statements is true regarding packaging?
Packaging can be an important part of a brand's identity
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions.
Perceptual positioning maps
For which service characteristic do marketers need to pay close attention to fluctuations in demand?
Perishability
______ 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 statements regarding the important decisions in the development and marketing of individual products is correct?
Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design.
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
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers?
Psychographics
Which brand dimension is defined as how consumers feel a brand meets their needs?
Relevance
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this?
Services differentiation
Nailit Cosmetics is advertising its newest line of nail polishes. Nailit is selling the products in specially designed bottles that make application easier, made from a non-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for Nailit's line of polishes?
The desire to have beautiful nails
Which of the following is a pure tangible good?
Toothpaste
Which of the following statements about service marketing is correct?
Training current employees better and hiring new ones with more skills can increase service productivity.
Which of the following statements is true regarding managing service quality?
Unlike product quality, service quality will always vary.
The quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe?
Variability
Which of the following is considered part of an augmented product rather than that of an actual product or core customer value?
Warranty
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
The value of customer relationships that a brand creates is called _______.
customer equity
Heeltoe, a boutique that caters to the footwear needs of women, manufactures two different lines of footwear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Heeltoe most likely segments the consumer market based on ________ variables.
demographic
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
Service _______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
intangibility
Service marketing requires ________. This means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
internal marketing
Identifying, describing and promoting the product are three functions of ______.
labeling
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________.
micromarketing
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
occasion
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________.
preemptive
If a company adds a new product line to its existing portfolio, it has increased its _________.
product mix width
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation.
psychographic
The marketing manager at Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Arbors' approach is best referred to as ________ segmentation.
psychographic
When a company lengthens a product line by adding more items beyond its current range, they are ________.
stretching the line
If a segment is large enough or profitable enough to serve, it is ________.
substantial
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 proposition
Which of the following correctly defines a product?
A product is anything offered to a market that might satisfy a need or want.
