Marketing Quiz 3
Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of ________. A. geographic segmentation B. branding C. demographic segmentation D. product diversification E. psychographic segmentation
A.
Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________. A. opinion leader B. social networker C. surrogate consumer D. lagging adopter E. brand personality
A.
When marketers at Fair & Leigh Inc. selected Generation Z, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________. A. market targeting B. product positioning C. occasion segmenting D. local marketing E. market diversification
A.
Which consumer group tends to show more brand loyalty and makes shopping a family event, with children having a big say in the purchase decision? A. Hispanic Americans B. African Americans C. working-class consumers D. middle-class consumers E. Arab Americans
A.
Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here? A. occasion segmentation B. demographic segmentation C. geographic segmentation D. psychographic segmentation E. benefit segmentation
B.
George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________. A. dissonance-reducing buying behavior B. complex buying behavior C. variety-seeking buying behavior D. habitual buying behavior E. marketing myopia
B.
A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans. A. subculture B. status symbol C. reference group D. lifestyle E. membership group
C.
Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. A. cultural universals B. monocultures C. subcultures D. social networks E. reference groups
C.
Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________. A. social networking B. life-style marketing C. total market strategy D. word-of-mouth marketing E. buzz marketing
C.
Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals. A. geographic segmentation B. benefit segmentation C. psychographic segmentation D. demographic segmentation E. occasion segmentation
C.
Which of the following is NOT one of the major variables used in segmenting consumer markets? A. demographic B. behavioral C. ethical D. geographic E. psychographic
C.
A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept. A. perceptions B. psychographics C. stereotypes D. personal characteristics E. attitudes
D.
Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts at select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach. A. gender B. occasion C. benefit D. income E. geographic
D.
An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify? A. situational analysis B. information search C. product evaluation D. problem screening E. need recognition
E.
________ 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. Mass customization B. Targeting C. Segmentation D. Differentiation E. Positioning
E.
