ch 6 sma
Click and drag on elements in order Arrange the four major stages of the product life cycle with the first at the top and the last at the bottom.
1-intro 2-growth 3-maturity 4-decline
A combination of name, words, symbols, or design that identifies the product and its source and differentiates it from competing products is referred to as a(n) .
Blank 1: brand or branding
The combination of demographics with geographic segmentation is known as segmentation.
Blank 1: geodemographic
In the marketing mix, the amount charged for the good or service, including deals, discounts, terms, and warranties, refers to the element of the marketing mix.
Blank 1: price
Which type of influential consumer identified by Malcolm Gladwell is characterized by having a very wide social circle?
Connectors
True or false: Marketers typically have a wide range of options for determining its price strategy.
False
As it pertains to the VALS system, match the primary motivation (on the left) with its correct description (on the right).
Ideals- Basic principles Achievement- Tangible markers of success Self-expression- A desire for experiences or to take risks
As of 2015, what was the biggest generational cohort in the United States?
Millennials
Which psychographic segmentation tool categorizes consumers based on statements such as "I am driven" and "I measure twice"?
MindBase
Which statement best defines selective distribution by manufacturers?
Products are offered through limited and controlled distribution.
Which of the following should package design do in order to penetrate people's psychological screens?
Reflect the tone, image, and personality of the product concept
In the BehaviorGraphics segmentation system, which segment makes greater use of the Internet than any other segment?
Trendsetters
Choosing groups that share an interest in a product's utility is part of the second segmentation step.
True
Which segmentation system uses psychographics to categorize consumers into one of eight groups based on two dimensions?
VALS
Select all that apply According to the Strategic Business Insights, creator of the VALS system, individuals are primarily motivated to buy one of which three things?
achievement ideals self-expression
Which communication activity is sometimes called nonpersonal selling and is used to inform, persuade, and remind customers about products and services?
advertising
Which of the following characteristics are commonly used in demographic segmentation?
age, income, education, and occupation
Which characteristic separates Millennial consumers from other generational demographics?
amount of time spent shopping online
User status, user rate, purchase occasion, and benefits sought are the key variables of Blank______ segmentation.
behavioristic
When marketers look at buying behavior when grouping consumers, they are using Blank______.
behavioristic segmentation
Symbolism—what a brand name means to the consumer, their friends, or to some social reference group is an aspect of Blank______ segmentation.
benefit
Segmenting a market based on the product quality, product price, sex appeal, or health consciousness sought by customers is known as segmentation based on Blank______.
benefits sought
A Blank______ is necessary for a consumer to differentiate between different products.
brand
The fundamental differentiating device for all products is its Blank______.
brand
Manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute Blank______ markets.
business
Select all that apply What three ways are used to classify tangible goods?
by the consumption rate or degree of tangibility by the purchasing habits of buyers by markets or by physical attributes
Product differentiation is used to:
call attention to product differences that appeal to the preferences of the target market
Select all that apply What two steps are involved in the market segmentation process?
combining groups into segments according to their interest in the brand's utility identifying groups with shared needs
All of the marketing-related discussion between a seller and a buyer are a part of the Blank______ element.
communication
Select all that apply Select the key factors that influence the pricing of a product:
competition and corporate objectives costs of production and distribution market demand for the product
Information about characteristics like sex, ethnicity, education, and income are used by marketers in Blank______ segmentation.
demographic
The primary purpose of advertising is to truthfully tell consumers that a product is:
different or unique
The manufacturer carries all of the promotional burden in Blank______.
direct distribution
Which do companies use when they want to avoid middlemen and sell to end users?
direct distribution
Many manufacturers choose to market their products through a Blank______ that includes a network of resellers, instead of selling directly to consumers.
distribution channel
Which of the following needs to be decided before the first marketing message is created and is also known as place?
distribution element
Those customers who are willing to try new things and whom marketers target directly with new products are known as Blank______.
early adopters
One of the variables that affects the purchase occasion is Blank______.
frequency of need
People in Texas buy more sunscreen than people in North Dakota, while people in Wisconsin buy more snow gear than people in Louisiana. Marketers can best segment these consumer markets using Blank______ segmentation.
geographic
Segmenting a market based on location is known as Blank______ segmentation.
geographic
Select all that apply What are the categories of shared characteristics that marketers use to identify and segment consumer markets?
geographic psychographic behavioristic demographic
Which of the following is frequently used in conjunction with demographics when choosing a target market?
geographic segmentation
A target market refers to a Blank______.
group of consumers
After the introductory stage, when sales volume begins to rise rapidly, the product enters the Blank______ stage.
growth
Rapid market expansion as increasing numbers of customers, stimulated by mass advertising and word of mouth, make purchases is a characteristic of the Blank______ stage.
growth
Select all that apply Select all the following that are done by a company during the introductory phase of the product life cycle.
incurs costs for educating customers encourages demand for the product builds widespread dealer distribution
Match the different brands with their meaning. Instructions
individual brand- a brand established by a manufacturer for a product that it produces family brand- a brand used to market different products under the same name licensed brand- a brand name that is used by another company for a fee
A method of distribution that ensures that goods are available at every possible location for consumers to buy them with a minimum of effort is called Blank______ distribution.
intensive
A company spends a great deal of money educating customers, building widespread dealer distribution, and encouraging demand during the Blank______ phase of any new product category.
introductory
The phase of the product life cycle when a new product is introduced, the costs are highest, and profits are lowest is called the Blank______ phase.
introductory
A brand's method of distribution must be consistent with Blank______.
its image
Some psychographic typologies are criticized for Blank______.
lacking proper theoretical underpinnings
Select all that apply When considering psychographics, some products, such as VALS, are criticized for Blank______.
lacking proper theoretical underpinnings being too complicated
The primary demand trend identifies the Blank______.
market potential for a product category
Identifying groups of people with shared needs and characteristics and combining these groups into larger market segments according to their interest in a brand's utility are the two steps involved in Blank______.
market segmentation
In order to identify Blank______, marketers group consumers' shared characteristics into categories.
market segments
What is the end result of a successful market segmentation process?
market segments that are reachable and large enough to target
Psychographic segmentation is criticized for Blank______.
oversimplifying consumer personalities
A product element component that is an exhibitive medium that can affect how well a product competes on the retail shelf is a product's Blank______.
package
Which of the following uses face-to-face communication to help marketers understand customers in business-to-business marketing?
personal selling
Shoppers' Blank______ screens can be penetrated by packages that offer high visibility and legibility.
physiological
The copywriting themes in a product's packaging or advertisement are known as copy Blank______.
points
The strategic decisions on how to Blank______ a product can be made once an advertising person understands a product's stage in the life cycle, its classification, and how it's seen in the marketplace.
position
Product differentiation creates a product variance that is important to the:
preferences of a specific market segment
The element of the marketing mix that affects a buyer's perception of a brand is known as the Blank______ element.
price
Which of the following refers to the demand for the entire product category, not just the company's own brand?
primary demand
The projection of future consumer demand for a product category, based on past demand and other market influences is the Blank______.
primary demand trend
Select all that apply Which dimensions are used in the VALS segmentation system?
primary motivation resources
Which strategy refers to a company manufacturing a product and selling it to resellers, who put their own brand name on the product?
private label strategy
Marketers typically begin developing a marketing mix by working with the Blank______ element.
product
A consumer's perception of a product as a group of utilitarian and symbolic values that satisfy a variety of needs is referred to as a Blank______.
product concept
Classifying a product helps a company define both the:
product concept and the marketing mix
Which of the following is a major part of the product element?
product design
The Blank______ can be summarized as the progressive stages in the life of a product that affect the way a product is marketed and advertised.
product life cycle
Marketers group people by their values, attitudes, personality, and their lifestyle in Blank______ segmentation.
psychographic
Which of the following helps marketers see consumers as individuals with feelings and preferences?
psychographics
Identifying buyers based on when they buy or use a product or service is known as the Blank______.
purchase occasion
Which type of user should marketers primarily target with their brand messages?
repertoire users
A business firm that operates between the producer and the consumer or industrial purchaser is a(n) Blank______.
reseller
In the VALS system, money, education, or self-confidence are considered to be:
resources
Manufacturers can cut their distribution and promotion costs by limiting the number of outlets through Blank______ distribution.
selective
Information about where consumers live and work, what they purchase, and how they fill their free time help advertisers assess the Blank______ of consumers.
shared characteristics
Which term was coined by Malcolm Gladwell to describe an overnight increase in the popularity of a product, fashion, or idea?
social epidemic
Match the user-status-based categories of consumers to their correct description.
sole users- most brand-loyal consumers semi-sole users- prefer a brand but are not averse to using alternatives discount users- prefer buying brands at discounts aware nontriers- only buy competitive products of a brand trial/rejectors- respond to a brand's IMC messages but do not like the product repertoire users- perceive two or more brands to have superior attributes
Brand Blank______ occurs in response to different need states that consumers may experience from one occasion to another.
switching
Pete fertilizes his lawn periodically throughout the year and has a preferred brand of fertilizer. This spring he noticed that he had grubs in his lawn so he used a different brand of fertilizer specifically made to treat the insect. After the grubs were under control, Pete went back to using his preferred brand of fertilizer. This exemplifies the concept of brand:
switching
A segment that a company wants to appeal to with its products and marketing activities toward are known as a Blank______.
target market
The process by which an advertiser focuses its marketing efforts on a target market is known as:
target marketing
To establish the content, look, and feel of its advertising, a company will begin the Blank______ process.
target marketing
The Blank______ immediately follows the market segmentation process.
target marketing process
The price of a product Blank______ if the demand drops below available supply.
tends to decrease
If a product's supply is stable but demand for it increases, the price Blank______.
tends to increase
Who carries the sales burden in intensive distribution?
the manufacturer's national advertising
Which activity most likely takes place in a business market?
the purchase of concrete by a patio builder
Which of the following is influenced by a product's position in the life cycle?
the target market selected
A positioning strategy's main goal is to develop a Blank______.
unique position for the brand in the customer's mind
Measuring consumer's Blank______ helps marketers determine if they are light, medium, or heavy users of products.
usage rates
The number of utilities offered by a product are perceived by the consumer as a bundle of Blank______.
values
What type of segmentation are marketers using when they measure consumers' usage rates and use that information to categorize them as light, medium, or heavy users?
volume segmentation
Select all that apply A vertical marketing system such as franchising offers which of the following advantages?
widespread consumer recognition centralized coordination of marketing efforts ability to introduce new products into global markets
