MKT 300, Chapter 6

Socially responsible target marketing classifies ______ as an especially vulnerable target market for harmful or controversial products?

Children

The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent?

Concentrated marketing.

Which type of market segmentation has long been used in clothing, cosmetics, toiletries and magazines?

Gender

______segmentation calls for dividing the market into different nations, regions, states, countries, cities, or even neighborhoods.

Geographic

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 segmentation variable does the firm divide its market?

Geography

A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this?

Image differentiation

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

Local marketing

____ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.

Market segmentation

_____ show consumer perceptions of their brands versus those of competing products on important buying dimensions.

Perceptual positioning maps

_____ 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.

Positioning

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called?

Psychographic

Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this?

Services differentiation

If a segment is large enough or profitable enough to serve, it is ______.

Substantial

T/F: New entrants finding it easy to enter the segment makes it less attractive.

True

Many marketers think that companies should aggressively promote only one benefit to the target market. The Benefit promoted is known as a(n)_____.

Unique selling proposition

Marketers must be careful to guard against stereotypes when using _______.

age and life cycle segmentation

Kidcomp, an American computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of _______ segmentation.

age and life cycle.

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.

demographic

Heeltoe, a boutique that caters to the footwear needs of women, manufactures two different lines of footwear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Heeltow most likely segments the consumer market based on ______ variables.

demographic

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of _______.

micromarketing

Firms that manufacture seasonal products target their consumers primarily through ____ segmentation.

occasion

If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be ____.

preemptive

Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ______ segmentation

psychographic

The marketing manager at Arbor's Delicatessen 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. Arbors' approach is best referred to as _______ segmentation.

psychographic

What variable is used to segment consumer buyers that is not used to segment business buyers?

psychographics