Principles of Marketing Ch.6

Product position

__________ is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.

Occasional segmentation

__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item.

Behavioral segmentation

__________ is dividing a market into segments based on consumer knowledge, attitudes, uses, or response to a product.

Market segmentation

__________ is dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

Demographic segmentation

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

Market targeting

__________ is evaluating each market segment's attractiveness and selecting one or more segments to enter.

Individual marketing

__________ is tailoring products and marketing programs to the needs and preferences of particular customers.

Micromarketing

__________ is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments.

​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

After marketers divide a market into distinct groups of buyers who have different​ needs, characteristics, or​ behaviors, they then perform​ _________________, identifying different ways to segment the market and selecting one or more markets to serve.

market targeting

Marketers market competitive​ ATV's differently than to those who use​ ATV's for other​ purposes, such as farming. On which type of market segmentation is this​ based?

Benefit segmentation

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

Gender

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

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

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

Market segmenting

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

New entrants finding it easy to enter the segment

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

Perceptual positioning maps

​______ 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

Local marketing

_________ is tailoring brands and marketing to the needs and wants of cities, neighborhoods, and even specific stores.

Concentrated marketing

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

Positioning

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

Differentiation

__________ is distinguishing a market offering from other offerings in order to create superior customer value.

Gender segmentation

__________ is dividing a market into different segments based on gender.

Psychographics segmentation

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

Geographic segmentation

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

Occasion segmentation

__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item.

​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

A __________ is gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices.

competitive advantage

Dividing a market into different age and​ life-cycle groups segments is known as​ __________ segmentation.

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

Income segmentation is __________.

dividing a market into different income groups

A competitive advantage is __________.

gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices

Marketers who choose to segment consumers with similar needs but who are located in different countries have chosen​ __________________ segmentation.

intermarket segmentation

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

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

Marketers of sunscreen tend to market the product more heavily in the Midwest during summer months. This group of buyers is most likely being segmented by​ __________.

occasion segmentation

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

preemptive

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

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

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

A __________ is the full mix of benefits on which a brand is positioned.

value proposition

Geographic

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

unique selling proposition

A __________ is a specific attribute that a company chooses about a brand and touts as "number one" in regards to that attribute.