Quiz 6
Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________. A. unique selling proposition B. unique position proposition C. unique benefit proposition D. unique product proposition E. unique difference proposition
A
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Perceptual positioning maps B. Target segment maps C. Psychographic maps D. Competitive maps E. Competitively positioned maps
A
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. A. demographic B. geographic C. universal D. psychographic E. behavioral
A
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. A. behavioral B. psychographic C. user status D. geographic E. age and life cycle
B
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 ________. A. concentrated marketing B. local marketing C. differentiated marketing D. individual marketing E. undifferentiated marketing
B
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. A. benefit B. age and life cycle C. geographic D. psychographic E. user status
D
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this? A. Product differentiation B. Channel differentiation C. People differentiation D. Services differentiation E. Image differentiation
D
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods. A. Income B. Lifestyle C. Demographic D. Behavioral E. Geographic
E
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________. A. profitable B. preemptive C. superior D. affordable E. distinctive
B
Marketers must be careful to guard against stereotypes when using ________. A. income segmentation B. age and life cycle segmentation C. benefits segmentation D. psychographic segmentation E. demographic segmentation
B
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? A. People differentiation B. Product differentiation C. Image differentiation D. Services differentiation E. Channel differentiation
C
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent? A. Micromarketing B. Segmented marketing C. Concentrated marketing D. Differentiated marketing E. Undifferentiated marketing
C
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines? A. Benefits sought B. Usage rate C. Gender D. Income E. Occasion
C
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. A. psychographic B. geographic C. demographic D. universal E. behavioral
C
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Mass marketing B. Differentiation C. Market segmenting D. Positioning E. Market targeting
C
