Ch 6 Quiz
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. Concentrated marketing
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. demographic
______ 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. Positioning
________ 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. Market segmenting
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. psychographic
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. Geography
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. 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. occasion B. income C. age and life cycle D. geographic E. gender
C. age and life cycle
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. micromarketing
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. preemptive
________ 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. Geographic
__________ 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. Perceptual positioning maps
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. psychographic
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. Image differentiation
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. demographic
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. Psychographics
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. Gender
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. occasion
If a segment is large enough or profitable enough to serve, it is ________. A. accessible B. measurable C. actionable D. substantial E. differentiable
D. substantial
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. unique selling proposition
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. Children
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. New entrants finding it easy to enter the segment
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. Psychographic
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. local marketing
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. age and life cycle segmentation