MKT 340 (quiz 5) midterm
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 20 years. Donald is __________ his business relative to his competition. segmenting packaging positioning pricing targeting
positioning
________ segmentation is the segmentation method most directly related to satisfying consumers' needs and wants. Geographic Demographic Psychographic Benefit Geodeomographic
benefit
Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)? occasion segmentation geographic segmentation lifestyle segmentation benefit segmentation loyalty segmentation
occasion segmentation
__________ involves efforts to ensure that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings. Processing Perceptualizing Positioning Proportioning Prospecting
positioning
Bryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Bryan may have trouble with this segment not being substantial. perceptive. identifiable. reachable. quantifiable.
reachable
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except: substantial. responsive. profitable. reachable. realistic.
realistic
Marta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Marta is concerned with whether the segment is substantial. responsive. profitable. reachable. identifiable.
substantial
For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy. concentrated targeting lifestyle segmentation benefit segmentation undifferentiated targeting differentiated segmentation
undifferentiated targeting
When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by: using segmentation, targeting, and positioning. offering everything to everyone . trying lots of options to find out which one works. doing continual test marketing. focusing exclusively on its Pink brand.
using segmentation, targeting, and positioning.
Segmentation, targeting, and positioning: are terms that can be used interchangeably in developing marketing plans. are part of a firm's marketing strategy. should be done simultaneously so synergies can help streamline the effort. are part of the marketing plan but bear little direct relationship to the marketing mix. are optional elements of a marketing plan.
are part of a firm's marketing strategy.
A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy. concentrated differentiated micromarketing mass undifferentiated
concentrated
Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ________ targeting strategies. geographic benefit-based economic global concentrated
concentrated
Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of __________ segmentation. geographic psychographic demographic benefits behavioral
demographic
Psychographics is the segmentation method that delves into how consumers adjust to demographic changes. allocate scarce incomes to a variety of goods and services. describe themselves. value their livelihoods. believe other people see them.
describe themselves
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy. concentrated targeting micromarketing benefit targeting differentiated targeting undifferentiated targeting
differentiated targeting
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to: categorize each market segment by consumer demographics. establish her overall objectives. decide on a targeting strategy. develop a positioning strategy. evaluate the attractiveness of each segment.
evaluate the attractiveness of each segment.
A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive. True False
false
The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation. geodemographic benefit psychographic loyalty geographic
geodemographic
Juan has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see if they are distinct from each other. Juan is evaluating whether or not each segment is: identifiable. responsive. profitable. reachable. substantial.
identifiable
Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of micromarketing. concentrated targeting. psychographic segmentation. differentiated targeting. undifferentiated targeting.
micromarketing
