question

involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies

answer

Market segmenting

question

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

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positioning

question

ne 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

answer

demographic variables

question

Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers

answer

psychographics

question

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

answer

demographic variables

question

Marketers must be careful to guard against stereotypes when using

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age and demographic

question

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

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age and life cycle segmentation

question

segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods

answer

geographic

question

If a segment is large enough or profitable enough to serve, it is

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substantial

question

Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines

answer

gender

question

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

answer

psychographic

question

Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called

answer

psychographic segmentation

question

Firms that manufacture seasonal products target their consumers primarily through

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occasion

question

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

answer

psychographic

question

Which of the following would make a segment less attractive to enter

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New entrants finding it easy to enter the segment

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The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent

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concentrated marketing

question

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of

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micromarketing

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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

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local marketing

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Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products

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children

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show consumer perceptions of their brands versus those of competing products on important buying dimensions

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perceptual positioning maps

question

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

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Image differentiation

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Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a

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unique selling proposition

question

Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this

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services differentiation

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If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be

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preemptive

question

Which of the following correctly defines a product

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anything introduced to a market that satisfies wants and needs

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Which of the following is considered part of an augmented product rather than that of an actual product or core customer value

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warranty

question

Nailit is selling the products in specially designed bottles that make application easier, made from a non-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for Nailit's line of polishes

answer

desire to have beautiful nails

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Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement

answer

convenience products

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Materials and parts, capital items, and supplies and services are groups of

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industrial products

question

In determining product quality, what are the two dimensions of quality marketers must decide upon

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Level and consistency

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When a company lengthens a product line by adding more items beyond its current range, they are

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stretching the line

question

Which of the following statements is true regarding packaging

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could be part of brand identity

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Which of the following statements regarding the important decisions in the development and marketing of individual products is correct

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Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design

question

If a company adds a new product line to its existing portfolio, it has increased its

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product width mix

question

Identifying, describing and promoting the product are three functions of

answer

labeling

question

The quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe

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variability

question

For which service characteristic do marketers need to pay close attention to fluctuations in demand

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perishability

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means that services cannot be seen, tasted, felt, heard, or smelled before they are bought

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service intangibility

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This means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction

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internal marketing

question

Which of the following statements is true regarding managing service quality

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unlike product quality, it will always vary

question

Which of the following statements about service marketing is correct

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Training current employees better and hiring new ones with more skills can increase service productivity

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Which brand dimension is defined as how consumers feel a brand meets their needs

answer

relevance

question

The value of customer relationships that a brand creates is called

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customer equity

question

Kroger sponsors such brands as Private Selection, Heritage Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger using

answer

private band

question

When we see Hello Kitty on children's clothing, Disney characters on lunchboxes, and Sponge Bob Squarepants on breakfast cereals, which form of brand sponsorship is being used

answer

licensing

question

When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ

answer

Line extension

question

When Coca-Cola saw the growth of the bottled water category, they launched Dasani, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching Disani

answer

new brand

question

When manufacturers launch products using their own brand names, which sponsorship option are they using

answer

national branding

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