Ch 06 - Topic 3 Quiz

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

False

Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie.

Ideal point

Automobile manufacturers could build cars specially designed for very tall people (for example, over 1.85 m), but it is likely that this segment is not substantial.

True

For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.

True

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a __________ targeting strategy.

concentrated

Karen has identified four potential market segments for her Rent-A-Chef home catering service. The next step is to:

evaluate the attractiveness of each segment

Differences in weather and climate create opportunities for:

geographic segmentation

Overriding desires that drive how we live our lives are called:

self-values

One of the reasons marketers use loyalty segmentation is:

the high cost of finding new customers

After assessing the market growth potential for his company's baby products in New Zealand, Harmon wanted to evaluate market competitiveness. To do this, he would consider:

the number of competitors, entry barriers and product substitutes