Chapter 9 IBM301 blackboard quiz

__________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.

For products like clothespins, 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

Rico's firm manufactures homemade salsa. His product is sold around the country, but he adds extra jalapenos to his product sold in Texas, New Mexico, and Arizona because those customers prefer the extra heat and spice. Rico also markets the product differently based on the region of the country where it is sold. This represents what type of targeting strategy? niche differentiated undifferentiated geographic concentrated

Greta 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. Greta is concerned with whether the segment is substantial. responsive. profitable. reachable. identifiable.

1. __________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. Geographic Psychographic Behavioral Benefits Demographic

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation. benefit geodemographic psychographic loyalty demographic

Differences in weather and climate create opportunities for concentrated targeting. geographic segmentation. benefit segmentation. psychographic segmentation. demographic segmentation.

**A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy is the cheapest option. requires the use of advanced advertising techniques. rarely works. is likely more costly than an undifferentiated strategy. is ineffective without multiple brand names.

Question 11 To develop psychographic segments, the marketer must understand consumers' age, income, and education. gender, race, and religion. disposable personal income, benefit perceptions, and alternative egos. self-values, self-concept, and lifestyles. buying patterns and behaviors.

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being substantial. perceptive. identifiable. reachable. quantifiable.

Ronaldo wants to develop an Internet auction-based business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to differentiate his product line. consider future customer loyalty. create a perceptual map. select a target market. divide geographic segments into lifestyle groups.

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on the value proposition. product attributes. symbols. competitive comparisons. profitability.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation A. is available only in limited geographic areas. B. is rarely used and unproven. C. offers only one-to-one marketing potential. D. is a more expensive method for identifying potential customers. E. is still an unproven area.

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation. A. benefit B. geodemographic C. psychographic D. demographic E. geographic

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 twenty years. Donald is __________ his business relative to his competition. A. segmenting B. packaging C. positioning D. pricing E. targeting

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by A. segmenting, targeting, and positioning. B. offering everything to everyone. C. trying lots of options to find out which one works. D. continual test marketing. E. focusing exclusively on its Pink brand.

Market segmentation refers to A. having regional sales forces that can market a product according to geographic area. B. taking an overall marketing plan and dividing it into smaller campaigns based on each product. C. dividing a larger market into smaller groups based on meaningfully shared characteristics. D. redesigning or repositioning a product so it meets the needs of a target market. E. marketing a product so that each and every consumer can get value from it.

When a company evaluates each market segment to determine which segment or segments present the most attractive opportunity to maximize sales, it is engaged in A. positioning. B. targeting. C. segmenting. D. situation analysis. E. repositioning.

Dirty Rotten Flowers is a business that creates unique floral bouquets that customers can send to someone that feel wronged them. The arrangements are composed of dead flowers and unsightly arrangements and might be accompanied by a deconstructed Teddy Bear. One example of when someone might use this is when one person breaks up a romantic relationship. What would this firm most likely use as a target market strategy? A. differentiated targeting B. lifestyle marketing C. undifferentiated targeting D. mass marketing E. niche marketing

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation. A. demographic; psychographic B. geographic; geodemographic C. psychographic; demographic D. demographic; behavioral E. demographic; benefit

When selecting a target market, firms will be most successful if they A. decide between demographic and geographic segmentation methods. B. seek out opportunities to customize products. C. develop a strong communication plan. D. match the firm's competencies with a market segment's attractiveness. E. reposition the brand.