Marketing Chapter 6 DSM

Concentrated marketing is __________. a) a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches b) tailoring brands and marketing to the needs and wants of local customer segments—cities, neighborhoods, and even specific stores c) tailoring products and marketing programs to the needs and preferences of individual customers d) tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments; it includes local marketing and individual marketing

a) a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches

__________ is dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation. a) demographic segmentation b) age and life-cycle segmentation c) gender segmentation d) geographic segmentation

a) demographic segmentation

__________ is distinguishing a market offering from other offerings in order to create superior customer value. a) differentiation b) market segmentation c) positioning d) marketing targeting

a) differentiation

Income segmentation is __________. a) dividing a market into different income groups b) dividing a market into different segments based on social class, lifestyle, or personality characteristics c) dividing a market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item d) dividing a market into segments based on consumer knowledge, attitudes, uses, or response to a product

a) dividing a market into different income groups

__________ is tailoring products and marketing programs to the needs and preferences of particular customers. a) individual marketing b) micromarketing c) local marketing d) concentrated marketing

a) individual marketing

__________ is dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. a) market segmentation b) positioning c) differentiation d) market targeting

a) market segmentation

__________ is arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. a) positioning b) differentiation c) market targeting d) market segmentation

a) positioning

__________ is dividing a market into different segments based on social class, lifestyle, or personality characteristics. a) psychographics segmentation b) occasion segmentation c) behavioral segmentation d) income segmentation

a) psychographics segmentation

__________ is dividing a market into different age and life-cycle groups. a) demographic segmentation b) age and life-cycle segmentation c) gender segmentation d) geographic segmentation

b) age and life-cycle segmentation

__________ is a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches. a) local marketing b) concentrated marketing c) individual marketing d) micromarketing

b) concentrated marketing

__________ is dividing a market into segments according to the moments when buyers get the idea to buy, actually make their purchase, or use the purchased item. a) psychographics segmentation b) occasion segmentation c) behavioral segmentation d) income segmentation

b) occasion segmentation

__________ is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products. a) a unique selling proposition b) product position c) a competitive advantage d) a value proposition

b) product position

A __________ is the full mix of benefits on which a brand is positioned. a) product position b) value proposition c) competitive advantage d) unique selling proposition

b) value proposition

__________ is dividing a market into segments based on consumer knowledge, attitudes, uses, or response to a product. a) occasion segmentation b) income segmentation c) behavioral segmentation d) psychographics segmentation

c) behavioral segmentation

A __________ is gained by offering greater customer value, either by having lower prices or providing more benefits that justify higher prices. a) product position b) value proposition c) competitive advantage d) unique selling proposition

c) competitive advantage

Market segmentation is __________. a) evaluating each market segment's attractiveness and selecting one or more segments to enter b) arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers c) dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes d) differentiating the market offering to create superior customer value

c) dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes

__________ is dividing a market into different income groups. a) psychographics segmentation b) occasion segmentation c) income segmentation d) behavioral segmentation

c) income segmentation

__________ is dividing a market into different segments based on gender. a) demographic segmentation b) geographic segmentation c) age and life-cycle segmentation d) gender segmentation

d) gender segmentation

__________ is dividing a market into different units such as nations, states, regions, counties, cities, or even neighborhoods. a) demographic segmentation b) age and life-cycle segmentation c) gender segmentation d) geographic segmentation

d) geographic segmentation

__________ is tailoring brands and marketing to the needs and wants of cities, neighborhoods, and even specific stores. a) micromarketing b) individual marketing c) concentrated marketing d) local marketing

d) local marketing

__________ is evaluating each market segment's attractiveness and selecting one or more segments to enter. a) differentiation b) positioning c) market segmentation d) market targeting

d) market targeting

__________ is tailoring products and marketing programs to the needs and wants of specific individuals and local customer segments. a) local marketing b) individual marketing c) concentrated marketing d) micromarketing

d) micromarketing

A __________ is a specific attribute that a company chooses about a brand and touts as "number one" in regards to that attribute. a) value proposition b) product position c) competitive advantage d) unique selling proposition

d) unique selling proposition