Intro. to Marketing Unit 3 Exam
When a company uses a single marketing mix to target all customers, it is utilizing what?
Undifferentiated marketing
What is a form of behavioral segmentation that classifies users based upon the amount of product purchased.
Usage Rate
A marketer using a _____ positioning strategy would show what the customer receives in exchange for the cost of the product.
Value
To classify a product as a business or consumer product, you would consider what two things?
Who will buy the product; How or why the product will be used
If a company markets its products to singles and couples with no children, they are using _____ as a basis for demographic segmentation.
family lifecycle and household type
If a company markets its products to female tweens, they are using _____ as a basis for demographic segmentation.
gender and age
The division of the total market into smaller, relatively homogeneous groups is called _____.
market segmentation
Three examples of primary data
Focus groups, ethnographic research, surveys
If a marketer accesses census data to gain information about a particular zip code in Orlando, they are using which type of data?
Government data
Psychographic segmentation uses which of the following as bases for segmentation? (Three things)
Habits, Values, Attitudes
Carrying different recreational products in stores in different parts of the country is based on which geographic variable?
Region
What is a master plan for conducting marketing research
Research Design
If a marketer pays for a report on consumer attitudes, life stages, lifestyle, and buying behavior, they are likely using which type of data?
Research Services
Data previously collected for any purpose other than the specific research project at hand
Secondary data
What is NOT true about positioning maps?
They are an explanation of how consumers will benefit from the product
What is a tentative explanation for some specific event
A hypothesis
A company segments customers by focusing on the attributes that consumers seek and the benefits they expect to receive from a good or service. They are using what as a basis for behavioral segmentation.
Benefits sought
_______ is data that originates in unprecedented volume and at an unprecedented speed from the world around us.
Big data
Companies hoping to launch new products or enter new markets should utilize what as a basis for segmentation
Brand Loyalty
The _____ for a product is the group of consumers most likely to purchase a particular item.
target market
Stores in warmer, sunnier parts of the country dedicate more shelf space to sunscreen, and stores in colder areas dedicate space to gloves and hats
Climate
What is a technique in which a user employs special software to search through computerized data files to detect patterns?
Data mining
When a company targets several different market segments and creates a different marketing mix for each segment
Differentiated Marketing
What is the best data collection method outside of the United States?
Face-to-Face Interviews
Before a marketing research project can be designed, you must first
Identify the problem/opportunity
Demographic segmentation uses what three bases?
Income, Family lifecycle, Gender
What is not true about test marketing?
It is relatively inexpensive
Walgreens having only one store in a rural area is an example of which geographic variable?
Market Density
_______ refers to the use of marketing intelligence data and model scenarios to create forecasts.
Predictive analytics
Which of the following are true about primary data? (Three things)
Primary data are collected specifically for the marketing research study, generally more expensive to collect than secondary data, and provide more detailed information than secondary data.
When a marketer highlights specific features to create a desired perception of the brand
Product attribute
What are the three requirements that market segments must meet in order to be effective?
Profitable, Significant in size and purchasing power, Consistent with the firm's marketing capabilities
Unlike geographic and demographic segmentation, psychographic segmentation:
can provide sharper insight into consumer purchasing behavior.
An advantage of the _______ strategy is that the firm may have a competitive advantage over other firms trying to reach multiple markets.
concentrated marketing
A consumer product _______.
is a product bought by the ultimate consumer for personal use
Researchers employ back translation to help with
language differences
