MARKETING Ch 6 & 7

demographic

Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables.

product attributes

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.

private

Fred's, a national supermarket chain, sells its own brand of items across all categories. Such items are considered ________ brands.

multiple segmentation bases

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________.

geographic location

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

shopping

Major appliances, furniture, and clothing are typical examples of ________ products.

return-on-quality

Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.

accessible

Market segments that can be effectively reached and served are said to be ________.

mass marketing

Marketing the same product to a huge customer base without any customization is referred to as ________.

user status segmentation

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

downward stretching

Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.

line extensions

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.

are easier to measure than other variables

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

internal

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

gender

P&G was among the first to use ________ segmentation when it introduced Secret, a deodorant brand specially formulated for women's chemistry.

demographic

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?

differentiated

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

intermarket

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.

number of versions offered for each product in the line

Product mix depth refers to the ________.

total number of items a company carries within its product lines

Product mix length refers to the ________.

number of different product lines the company carries

Product mix width refers to the ________.

more-for-more

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.

service quality depends on when, where, and how they are provided

Service variability means that ________.

usage rate

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

image

The distinctive yellow and blue "hands held high" logo of a local daycare distinguishes it from other establishments. The logo is prominently displayed on its building, t-shirts worn by the children, and at fundraising events. The daycare has differentiated itself through ________.

concentrated strategy

The full positioning of a brand is referred to as the ________.

benefit

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.

increased costs

The marketing manager of Refresh Inc., a leading producer of soft drinks, is considering a differentiated marketing strategy. An important consideration is weighing increased sales against ________ before selecting this strategy.

micromarketing

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

social

The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing.

candy

Which of the following is an example of a convenience product?

television

Which of the following is an example of a shopping product?

factory

Which of the following is an example of an industrial product grouped under capital items?

life insurance

Which of the following is an example of an unsought product?

Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee.

Which of the following is an example of licensing?

cement

Which of the following is an industrial product categorized under materials and parts?

coal

Which of the following is an industrial product categorized under supplies and services?

Service industries vary greatly.

Which of the following is most likely a true statement about services?

Shopping products are purchased less frequently than convenience products.

Which of the following is most likely a true statement about shopping products?

market segmentation, market targeting, differentiation, and positioning

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

It increases manufacturing costs.

Which of the following is true about local marketing?

They are used to analyze consumer perceptions of a brand relative to competing products.

Which of the following is true of perceptual positioning maps?

To simplify the buying process, consumers are likely to position products in their minds.

Which of the following is true of product positioning?

Marketers use aggressive advertising to convince consumers to buy unsought products.

Which of the following statements is most likely true about unsought products?

more-for-less

Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices?

packaging

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

channel differentiation

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

same-for-less

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

They are bought by consumers frequently and with minimal comparison.

Which statement about convenience products is most likely true?

income

Which type of market segmentation is generally used by marketers who sell luxury products targeted to the affluent segments of a population?

perishability

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

national

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

interactive

Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.

point of difference

Zeal is a popular automobile brand, and its positioning statement is: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement?

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.

Brand extension

________ involves using an existing brand name for a new product category.

Market segmentation

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Local

________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

Line extension

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

Co-branding

________ occurs when two established brand names of different companies are used on the same product.

Convenience

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Specialty

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Shopping

________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Psychographic

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

increase profits by adding items

A product line is most likely too short if managers can ________.

knowledge of customer needs

A successful niche marketing strategy relies on a firm's ________.

organization

A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

The name should translate easily into foreign languages.

Which of the following is a desirable quality for a brand name?

undifferentiated

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing.

shampoo

Which of the following is a pure tangible good?

brand

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

competitors cannot easily copy the difference

A brand difference is said to be preemptive if ________.

cost to the company

A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.

Services

A company or brand image should convey a product's distinctive benefits and positioning.

undifferentiated marketing

Which of the following is an approach where firms target a whole market based on common consumer needs?

inseparability

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

it contains powerful suppliers who can control prices

A market segment is less attractive when ________.

increase profits by dropping items

A product line is most likely too long if managers can ________.

people

Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.

individual marketing

At the extreme, micromarketing becomes ________ insofar as products and marketing programs are tailored to the needs and preferences of customers.

occasion

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

psychographic

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

The company introduces BerryBliss, a dried berry snack mix for kids.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?

product differentiation

Bose promises "better sound through research." This is an example of ________.

equity

Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand ________.

supplies and services

Business advisory services such as legal or advertising are classified under which category of industrial products?

materials and parts

Cement is an example of an industrial product that is categorized under ________.

product mix

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

services differentiation

Companies are likely to gain ________ through speedy, convenient, or careful delivery of products.

positioning statement

Company and brand positioning should be summed up in a ________.

higher costs of doing business

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.

ways in which the various product lines are related

Consistency of a product mix refers to the ________.

unsought

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

economic factors

Danko International is a multinational company that targets the BRIC countries (Brazil, Russia, India, and China) because they're fast-growing developing economies and use ________ to segment its world markets.

age and life-cycle

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies ________ segmentation.

filling

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

behavioral

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

product

Eastline, a manufacturer of outdoor patio furniture, positions its products as superior in weatherproofing and durability. This is an example of ________ differentiation.

demographic

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

more-for-less

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition.

a core customer value

Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.

differentiable

If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments.

create immediate consumer recognition

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

convenience

Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products.

stretching

Lengthening a product line beyond its current range is referred to as product line ________.

the desire for having beautiful eyes

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup?

without making comparisons

Specialty products are consumer products and services that customers generally buy ________.

multibrands

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

less-for-much-less

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

specialty product

Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) ________.

concentrated marketing

Unlike other car rental agencies that are based in airports to serve travelers, Rental Wheelz has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Rental Wheelz caters to a small share of the large car rental market. From this description, it can be concluded that Rental Wheelz most likely practices ________.

more-for-the-same

Using a ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

mass customization

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is engaging in ________.

substantial

When a market segment is large or profitable enough to serve, it is termed ________.

actionable

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

image

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

measurable

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

internal service quality

Which link in the service profit chain emphasizes superior employee selection and training?

positioning statement

Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category?