BUSML 3150 Chapter 9 Quiz

Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason?

"It's a way to show the position of the company in ten years."

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using?

benefit segmentaion

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.

concentrated

The perceptions of __________ are being measured in a perceptual map.

consumers

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.

demographic

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

evaluate the attractiveness of each segment

Differences in weather and climate create opportunities for

geographic segmentation

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

lower overall risk

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

positioning

College students can be a less __________ market segment because students' media habits are quite diverse.

reachable

With access to the Internet nearly universal in the United States, many potential market segments have become more

reachable

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

responsive

For products like pencils and paper clips, which provide the same benefit for all consumers, marketers should probably use a(n)

undifferentiated targeting strategy

Marketers often create a special marketing mix for loyalty segments because these segments are

usually quite profitable

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.

Benefit

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation

Benefit

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Benefit

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation

Demographic

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.

Demographic

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Demographic

Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a(n) __________ strategy.

Differentiated targeting

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Geodemographic

Firms use a differentiated targeting strategy because

It helps to obtain a bigger share of the market

Demographic segmentation is segmentation based on all of the following EXCEPT

Lifestyle

When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its __________ segmentation.

Loyalty

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts.

Market segments

__________ is an extreme form of a targeting strategy.

Micromarketing

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of

Occasion segmentation

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Perceptual map

__________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.

Positioning

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based on

Product attributes

Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT

Profitability

VALS is the most widely used __________ segmentation tool.

Psychographic

Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood.

Retailers

In order to develop psychographic segments, the marketer must understand consumers'

Self values, self concept and lifestyles

One of the reasons marketers use loyalty segmentation is

The high cost of finding new customers

Which of the following defines a value proposition?

The unique value that a product or service provides to its customers

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

What the target market would consider the most important features