MKT 120 Chapter 6

Amazon is now promising​ same-day pick-up of goods as well as local secure​ pick-up points. What point of differentiation is​ this? A. Image differentiation B. Channel differentiation C. Product differentiation D. People differentiation E. Services differentiation

E

​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. universal B. psychographic C. demographic D. behavioral E. geographic

C

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​ ________________. A. competitively positioned map B. perceptual positioning map C. competitive map D. psychographic map E. target segment map

B

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​ ________. A. undifferentiated marketing B. micromarketing C. target marketing D. differentiated marketing E. concentrated marketing

B

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? A. Product differentiation B. Image differentiation C. Channel differentiation D. People differentiation E. Services differentiation

B

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent? A. Concentrated marketing B. Segmented marketing C. Undifferentiated marketing D. Micromarketing E. Differentiated marketing

A

When Subaru of America allows Outback buyers to customize cars to meet their exact needs and​ preferences, it is practicing which type of​ marketing? A. Micromarketing B. Differentiated marketing C. Undifferentiated marketing D. Segmented marketing E. Concentrated marketing

A

Which of the following is a variable used to segment business buyers that is not used to segment consumer​ buyers? A. Operating characteristics B. Situational factors C. Psychographics D. Purchasing approaches E. Personal characteristics

A

​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. A. age and​ life-cycle B. lifestyle C. income D. gender E. geographic

A

Which of the following describes the process of dividing markets into groups based on​ consumers' knowledge,​ attitudes, uses, or​ responses? A. Behavioral segmentation B. Economic segmentation C. Psychographic segmentation D. Demographic segmentation E. Geographic segmentation

A

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? A. Behavioral B. Psychographic C. Usage rate D. User status E. Benefit

B

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? A. Personality B. Behavioral C. Geographic D. Demographic E. Benefits sought

C

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​ _________. A. behavioral segmentation B. demographic segmentation C. intermarket segmentation D. geographic segmentation E. lifestyle segmentation

C

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A. income B. age and​ life-cycle C. demographic D. occasion E. psychographic

D

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A. age and​ life-cycle B. user status C. psychographic D. geographic E. behavioral

B

Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as​ ______________________. A. market targeting B. mass marketing C. market segmenting D. positioning E. differentiation

C

When marketers aggressively promote only one benefit to the target​ market, the benefit promoted is known as the product or​ service's _____________________. A. unique product proposition B. unique position proposition C. unique selling proposition D. unique difference proposition E. unique benefit proposition

C

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. A. age and​ life-cycle B. geographic C. benefit D. psychographic E. user status

D

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? A. Differentiation B. Market segmentation C. Mass marketing D. Positioning E. Market targeting

D

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A. superior B. preemptive C. profitable D. distinctive E. affordable

B

​__________________ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs. A. Measurable B. Differentiable C. Substantial D. Accessible E. Actionable

B

Which of the following would make a segment less attractive to​ enter? A. Buyers with weak bargaining power B. Suppliers with weak bargaining power C. New entrants finding it easy to enter the segment D. Very few substitute products E. A lack of aggressive competitors

C

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial​ products? A. Single households B. Wealthy consumers C. Females D. Children E. Baby boomers

D

The type of segment characteristic in which the​ size, purchasing​ power, and profiles of the segments can be quantified is known as​ _______________________ A. differentiable B. accessible C. actionable D. substantial E. measurable

E

​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. A. demographic B. psychographic C. geographic D. universal E. behavioral

B