marketing exam 2

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

actionable

according to Sigmund Freud's theory, a person's buying decisions are

affected by subconscious, hidden motivations

the marketing manager at frizzle's eateries 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. Frizzle's approach is best referred to as ____ segmentation

benefit

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) ________.

early adopter

are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of tradition itself

lagging adopters

which of the following is most likely a true statement about social class?

social classes show distinct product preferences in areas such as clothing

Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________.

concentrated marketing

a company adding new features to a product will most likely assess each feature's value to customers relative to its

cost to the company

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.

evaluation of alternatives

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

filling

product mix depth refers to the

number of versions offered for each product in the line

the most effective sources of information about a product tend to be

personal

Fred's, a national supermarket chain, sells its own brand of items across all categories. Such items are considered ________ brands.

private

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

psychographic

___ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands

selective retention