Ch6 Marketing

Kidcomp, an American computer-manufacturing firm, targets children younger than age 10 by providing free games and applications. The firm's marketing approach is reflective of ___ segmentation.

Age and life-cycle

Which of the following describes the process of dividing markets into groups based on consumer's knowledge, attitudes, uses, or responses?

Behavioral segmentation

Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as ___.

Market segmentation

H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ___ variables.

Psychographic

Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?

Services differentiation

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

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

___ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs.

Differentiable

Munoz Specialty Foods groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Munoz creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its market?

Geographic

The Ritz-Carlton has carefully created a strong and distinctive differentiation strategy, which is supported by everything the company says, is, and does. Which type of differentiation is this?

Image differentiation

The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as ___.

Intermarket segmentation

The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as ___.

Measurable

Mi Rancho Supermarkets is a chain grocer that locates stores in neighborhoods with large Hispanic populations. Their stores carry a greater selection of Hispanic and Latin foods. The type of marketing that Mi Rancho uses is an example of ___.

Micromarketing

When Subaru of America allows Outback buyers to customize cars to meet their exact needs and preferences, it is practicing which type of marketing?

Micromarketing

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

New entrants finding it easy to enter the segment

Firms that manufacture seasonal products target their consumers primarily through ___ segmentation.

Occasion

Which of the following is a variable used to segment business buyers that is not used to segment consumer buyers?

Operating characteristics

A manufacturer of half-ton pickup trucks creates a positioning map for the U.S. half-ton pickup market. The position of each circle on the map indicates the brand's perceived positioning on two dimensions: price and orientation (economy versus performance). The size of each circle indicates the brand's relative market share. This is an example of a ___.

Perceptual positioning map

Which of the following describes the process 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

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 on social class, lifestyle, or personality characteristics is called ___ segmentation.

Psychographic

The marketing manager at Only Organic Delicatessen targets customers who are focused on organic, healthy food choices but who still want to dine out. The restaurant chain offers a wide variety of organic, low-fat, locally raised produce and foods. Only Organic's approach is best referred to as ___ segmentation.

Psychographic

When marketers aggressively promote only one benefit to the target market, the benefit promoted is known as the product or service's ___.

Unique selling proposition