MKT 305: QUIZ #6
Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products? A. Wealthy consumers B. Children C. Baby Boomers D. Single households E. Females
Children
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent? A. Differentiated marketing B. Micromarketing C. Concentrated marketing D. Segmented marketing E. Undifferentiated marketing
Concentrated marketing
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines? A. Income B. Gender C. Benefits sought D. Occasion E. Usage rate
Gender
________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods. A. Demographic B. Income C. Lifestyle D. Geographic E. Behavioral
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 of the following segmentation variables does the firm divide its market? A. Personality B. Behavior C. Benefits sought D. Geography E. Demographics
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? A. Services differentiation B. Image differentiation C. Channel differentiation D. Product differentiation E. People differentiation
Image differentiation
Which of the following would make a segment less attractive to enter? A. A lack of aggressive competitors B. Very few substitute products C. Buyers with weak bargaining power D. New entrants finding it easy to enter the segment E. Suppliers with weak bargaining power
New entrants finding it easy to enter the segment
__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Psychographic maps B. Competitive maps C. Perceptual positioning maps D. Target segment maps E. Competitively positioned maps
Perceptual positioning maps
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? A. Behavioral B. Psychographic C. Benefit D. User status E. Usage rate
Psychographic
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers? A. Situational factors B. Personal characteristics C. Psychographics D. Purchasing approaches E. Operating characteristics
Psychographics
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this? A. Product differentiation B. People differentiation C. Image differentiation D. Services differentiation E. Channel differentiation
Services differentiation
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. A. income B. gender C. occasion D. age and life cycle E. geographic
age and life cycle
Marketers must be careful to guard against stereotypes when using ________. A. benefits segmentation B. income segmentation C. psychographic segmentation D. demographic segmentation E. age and life cycle segmentation
age and life cycle segmentation
If Boston Harbor Cruises sought to attract business from young, single professionals in the Boston area by marketing a monthly singles cruise during the summer, this would be an example of __________ segmentation. A. behavioral B. age and life-cycle C. income D. benefit E. geographic
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. A. geographic B. psychographic C. universal D. behavioral E. demographic
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. Heeltoe most likely segments the consumer market based on ________ variables. A. demographic B. universal C. geographic D. psychographic E. behavioral
demographic
By designing different marketing mixes for multiple market segments, Boston Harbor Cruises is practicing what type of target marketing strategy? A. Differentiated marketing B. Undifferentiated marketing C. Niche marketing D. Local marketing E. Micromarketing
differentiated marketing
By designing and placing flyers for its various cruises in the lobbies of Boston-area hotels and visitor information centers, Boston Harbor Cruises is employing _____________ segmentation. A. demographic B. psychographic C. geographic D. benefit E. behavioral
geographic
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. local marketing D. individual marketing E. concentrated marketing
local marketing
Boston Harbor Cruises markets its water-based transportation and excursion services to meet the needs of a variety of distinct commercial and tourist groups. This practice is known as _____________. A. micromarketing B. local marketing C. positioning D. market targeting E. market segmentation
market segmentation
________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Positioning B. Market segmenting C. Differentiation D. Mass marketing E. Market targeting
market segmenting
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________. A. micromarketing B. differentiated marketing C. concentrated marketing D. undifferentiated marketing E. segmented marketing
micromarketing
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation. A. occasion B. demographic C. psychographic D. income E. age and life cycle
occasion
______ 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. Positioning B. Market targeting C. Differentiation D. Market segmentation E. Mass marketing
positioning
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _________. A. preemptive B. superior C. profitable D. distinctive E. affordable
preemptive
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. A. user status B. geographic C. age and life cycle D. psychographic E. behavioral
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. A. geographic B. psychographic C. user status D. benefit E. age and life cycle
psychographic
If a segment is large enough or profitable enough to serve, it is ________. A. actionable B. differentiable C. accessible D. substantial E. measurable
substantial
Boston Harbor Cruises has found marketing historic excursion tours to international tourists very lucrative. The company has committed significant resources to online marketing campaigns designed to increase ticket sales to vacationing families. In this scenario, "vacationing families" represents a key _____________ for Boston Harbor Cruises. A. target market B. mass market C. demographic D. market position E. competitive advantage
target market
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 position proposition B. unique selling proposition C. unique benefit proposition D. unique difference proposition E. unique product proposition
unique selling proposition