Chapter 6
gender segmentation
divide based on gender
behavioral segmentation
divide market based on consumer knowledge, attitudes, uses of a product, or responses to a product
demographic segmentation
divide market based on variables like age, income, occupation
Geographic segmentation
divide market into nations, states, regions, counties
D. preemptive
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________. A. superior B. distinctive C. profitable D. preemptive E. affordable
B. Gender
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines? A. Occasion B. Gender C. Benefits sought D. Income E. Usage rate
D. Services differentiation
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this? A. Channel differentiation B. People differentiation C. Image differentiation D. Services differentiation E. Product differentiation
competitive advantage
any advantage over competitors gained by offering greater customer value, either by lower prices or providing more benefits that justify higher prices
psychographic segmentation
divide market based on social class, lifestyle, or personality characteristics
A. Geography
Byron Tied 2 Bowties groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its market? A. Geography B. Behavior C. Demographics D. Benefits sought E. Personality
B. psychographic
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. A. age and life cycle B. psychographic C. user status D. behavioral E. geographic
C. occasion
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation. A. age and life cycle B. demographic C. occasion D. psychographic E. income
E. local marketing
Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of ________. A. undifferentiated marketing B. differentiated marketing C. concentrated marketing D. individual marketing E. local marketing
C. unique selling proposition
Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________. A. unique difference proposition B. unique benefit proposition C. unique selling proposition D. unique product proposition E. unique position proposition
E. micromarketing
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________. A. concentrated marketing B. differentiated marketing C. undifferentiated marketing D. segmented marketing E. micromarketing
E. Psychographics
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers? A. Personal characteristics B. Operating characteristics C. Situational factors D. Purchasing approaches E. Psychographics
E. New entrants finding it easy to enter the segment
Which of the following would make a segment less attractive to enter? A. Very few substitute products B. A lack of aggressive competitors C. Buyers with weak bargaining power D. Suppliers with weak bargaining power E. New entrants finding it easy to enter the segment
value proposition
full positioning of a brand -- the full mix of benefits on which it is differentiated and positioned
Mass marketing vs. segmented marketing
go after whole market w/ one offer vs. target several market segments with separate offers for each
promoting points of difference
important- diff delivers a highly valued benefit to target buyers distinctive- company can offer in more distinctive way superior-difference is superior to other ways customers might obtain the same benefit communicable- difference visible preemptive- competition cannot easily copy the difference affordable- buyers can afford to pay for difference profitable- company can introduce the difference profitably
niche marketing
market-coverage strategy where firm goes after large share of one or few segments or niches
STP
segmenting - divide total market into smaller segments targeting - evaluating market segment's attractiveness and selecting one or more of them to serve. positioning - arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in minds of target customers
micromarketing
tailoring products and marketing programs the needs and wants of specific individuals and local customer segments. it includes local & individual marketing
C. demographic
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables. A. universal B. behavioral C. demographic D. psychographic E. geographic
D. Positioning
______ consists 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. Mass marketing C. Market segmentation D. Positioning E. Market targeting
B. Market segmenting
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Mass marketing B. Market segmenting C. Positioning D. Differentiation E. Market targeting
B. Perceptual positioning maps
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Competitive maps B. Perceptual positioning maps C. Target segment maps D. Psychographic maps E. Competitively positioned maps