Quiz #3

__________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics or behavior

Market Segmentation

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ______________

Multiple segmentation bases

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by__________

Generating person-to-person brand conversations

______________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others

Lagging adopters

Which of the folowing is a psychographic characteristic of a consumer?

Lifestyle

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in marketing process

Motive

___________ 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

Positioning

Estel, a kitchen-cabinet manufacturer, positions the cabinets as furniture with superior craftsmanship and durability. This is an example of ________ differentation

Product

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

Brand personality

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in ____________ stage of the buyer decision process

Alternative evaluation

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

Alternative evaluation

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product?

Personal sources

Which of the following needs in Maslow's hierarchy is generally satisfied first?

Physiological needs

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n)___________

Reference group

Which of the following is an experiential source of product information?

Using the product

Zindle, an American smartphone-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of a(n)__________ segmentation

age and life-cycle

Senz, an automobile manufacturer, produces low-end vehicles that are targeted toward lower-income consumer groups. Senz most likely segments the consumer market based on ____________ variables

demographic

A(n)_____________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea

Attitude

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n)______

Early adopter

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ______________ value proposition

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