Ch 6 Quiz

Which of the following would make a segment less attractive to​ enter? A. Very few substitute products B. A lack of aggressive competitors C. Suppliers with weak bargaining power D. Buyers with weak bargaining power E. New entrants finding it easy to enter the segment

E

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A. psychographic B. behavioral C. user status D. geographic E. age and life cycle

A

When we see Hello Kitty on​ children's clothing, Disney characters on​ lunchboxes, and Sponge Bob Squarepants on breakfast​ cereals, which form of brand sponsorship is being​ used

licensing

When Doritos comes out with new flavors of its tortilla​ chips, what brand development strategy does it​ employ

line extension

Which brand dimension is defined as how consumers feel a brand meets their​ needs

relevance

_____ means that services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought

service intangibility

Which of the following statements is true regarding managing service​ quality

unlike product quality, it will always vary

The quality of services depends on who provides them as well as​ when, where, and how they are provided. Which characteristic of services does this​ describe

variability

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value

warranty

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________. A. differentiated marketing B. segmented marketing C. micromarketing D. undifferentiated marketing E. concentrated marketing

C

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. Services differentiation D. Channel differentiation E. Image differentiation

C

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial​ products? A. Baby Boomers B. Females C. Single households D. Children E. Wealthy consumers

D

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines? A. Benefits sought B. Occasion C. Income D. Gender E. Usage rate

D

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. User status B. Behavioral C. Usage rate D. Benefit E. Psychographic

E

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. concentrated marketing B. undifferentiated marketing C. individual marketing D. differentiated marketing E. local marketing

E

Marketers must be careful to guard against stereotypes when using​ ________. A. demographic segmentation B. psychographic segmentation C. income segmentation D. benefits segmentation E. age and life cycle segmentation

E

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent? A. Concentrated marketing B. Micromarketing C. Segmented marketing D. Differentiated marketing E. Undifferentiated marketing

A

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. psychographic B. universal C. demographic D. geographic E. behavioral

C

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers? A. Operating characteristics B. Purchasing approaches C. Psychographics D. Personal characteristics E. Situational factors

C

______ 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. Market targeting B. Market segmentation C. Mass marketing D. Positioning E. Differentiation

D

​________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Mass marketing B. Positioning C. Differentiation D. Market targeting E. Market segmenting

E

Nailit is selling the products in specially designed bottles that make application​ easier, made from a​ non-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for​ Nailit's line of​ polishes

desire to have beautiful nails

In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon

level and consistency

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

When​ Coca-Cola saw the growth of the bottled water​ category, they launched​ Dasani, its brand of bottled water. Which brand development strategy did​ Coca-Cola use in launching​ Disani

new brand

Kroger sponsors such brands as Private​ Selection, Heritage​ Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger​ using

private brand

________ segmentation calls for dividing the market into different​ nations, regions,​ states, counties,​ cities, or even neighborhoods. A. Geographic B. Demographic C. Lifestyle D. Behavioral E. Income

A

​__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Perceptual positioning maps B. Competitive maps C. Psychographic maps D. Target segment maps E. Competitively positioned maps

A

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. People differentiation E. Product differentiation

B

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. Geography C. Benefits sought D. Behavior E. Demographics

B

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. benefit D. age and life cycle E. user status

B

​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. psychographic B. demographic C. geographic D. behavioral E. universal

B

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A. affordable B. superior C. preemptive D. profitable E. distinctive

C

​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. occasion B. income C. age and life cycle D. geographic E. gender

C

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A. psychographic B. age and life cycle C. income D. occasion E. demographic

D

If a segment is large enough or profitable enough to​ serve, it is​ ________. A. accessible B. measurable C. actionable D. substantial E. differentiable

D

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 difference proposition C. unique benefit proposition D. unique selling proposition E. unique product proposition

D

Marketers must be careful to guard against stereotypes when using

age and demographic

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

age and life cycle segmentation

Which of the following correctly defines a product

anything introduced to a market that satisfies wants and needs

Socially responsible target marketing would classify which of the following 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 consumer products are frequently purchased with little​ planning, little comparison or shopping​ effort, and low customer​ involvement

convenience products

Which of the following statements is true regarding​ packaging

could be part of brand identity

The value of customer relationships that a brand creates is called​

customer equity

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​

demographic variables

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​

demographic variables

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, counties,​ cities, or even neighborhoods

geographic

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

Materials and​ parts, capital​ items, and supplies and services are groups of​

industrial products

_____ means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction

internal marketing

Identifying, describing and promoting the product are three functions of​

labeling

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

market segmenting

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

micromarketing

When manufacturers launch products using their own brand​ names, which sponsorship option are they​ using

national brandind

Which of the following would make a segment less attractive to​ enter

new entrants finding it easy to enter

Firms that manufacture seasonal products target their consumers primarily through​

occasion

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

perceptual positioning maps

For which service characteristic do marketers need to pay close attention to fluctuations in​ demand

perishability

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

preemptive

Which of the following statements regarding the important decisions in the development and marketing of individual products is​ correct

product attributes that communicate and deliver benefits to the consumer quality, features, and style design

If a company adds a new product line to its existing​ portfolio, it has increased its

product width mix

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

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

psychographic

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

psychographic segmentation

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

services differentiation

When a company lengthens a product line by adding more items beyond its current​ range, they are​

stretching the line

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

substantial

Which of the following statements about service marketing is​ correct

training current employees better and hiring new ones with more skills can increase productivity

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a

unique selling proposition