MODULE 9 QUIZ

what type of market segmentation strategy was kimberly-clark, the manufacturer of huggies diapers, using when it introduced poise and depend brands for adults?

demographic

topik is a product that is sprayed on thinning hair and makes the hair appear thicker. the manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year, are divorced, and who like to think of themselves as weekend athletes. which segmentation variables are being used to identify the topik target market?

demographic and psychographic

understanding that 22 percent of the population buys 84 percent of the cereal products would be useful if cereal manufacturers wanted to segment its market according to:

volume

a recent seminar on attracting retail customers addressed the following fact: "time is on the mind of the consumer. if you ask anybody you know, 'would you rather have an extra day off or an extra day's pay?' people in america would take the time off 2-to-1." this topic indicates that these retailers supported a need for more ___ segmentation to reach the time-poor consumer.

benefit

a product that is bought by a company for use in making another product is called a(n) ___ product.

business

which of the following business products would be considered an accessory in the offices of a travel agency?

filing cabinet

___ is the collection, recording, and analysis of data important in marketing and communicating that information to management.

marketing research

chewy candy manufacturers are coming out with more true-to-fruit flavors, with some companies even fortifying their confections with vitamin c to make them more fruit-like. from this information, you can surmise that the chewy candy industry is in the ___ stage of the product life cycle

maturity

3M consumer healthcare has introduced a "home 'n go pack" packaging concept that organizes each of its bandage offerings into a separate plastic pouch within the bandage box. the pouch is visible through a window in the external packaging. the decision to offer this new packaging was made as part of the ___ strategy.

product

customer satisfaction:

refers to the customer's feeling that a product has met or exceeded expectations