Chapter 5 ("Market Segmenting, Targeting, and Positioning") quiz Flashcards Preview

MKC1 - Fundamentals of Marketing and Business Communication > Chapter 5 ("Market Segmenting, Targeting, and Positioning") quiz > Flashcards

Flashcards in Chapter 5 ("Market Segmenting, Targeting, and Positioning") quiz Deck (16)
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1

1. Clairol designs its shampoo products to correspond to offset whether a customer has dry, normal, or oily hair. In this case, Clairol’s segmentation base is ________.

behavioral segmentation
geographic segmentation
demographic segmentation
psychographic segmentation
economic segmentation

behavioral segmentation

Behavioral segmentation includes benefits sought by customers.

2

2. Ocean Spray plans it production and marketing of its canned cranberry sauce in response to the higher demand for this product during the November and December holiday season. They are using ______________.

demographic segmentation
geographic segmentation
behavioral segmentation
psychographic segmentation
economic segmentation

behavioral segmentation

3

3. Segmentation of a market according to the customers’ thoughts and values as well as how they live their lives describes ________.

demographic segmentation
geographic segmentation
behavioral segmentation
psychographic segmentation
economic segmentation

psychographic segmentation

4

4. John and Sylvia Hammond have seen their travel destination choices change throughout their marriage. On their honeymoon, they went on a romantic trip to Las Vegas. When their children were young, it was always Disney World. Now that they are retired and the children have their own lives, John and Sylvia like going to National Parks. This best describes the impact of which demographic characteristic?

family life cycle

5

6. One of the VALS(Values, Attitudes, and Lifestyles) types has members who are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. These are categorized by VALS as ________.

innovators
thinkers
strivers
makers
survivors

thinkers

6

7. Consumer insight results when you use what type of information?

demographic
economic
geography and behavior
quantitative
quantitative and qualitative

quantitative and qualitative

7

1. What is another term for targeted marketing?

differentiated marketing
undifferentiated marketing
mass marketing
one-to-one marketing
positioning

differentiated marketing

8

2. Henry Ford’s success at developing and marketing the Model T was an example of ________.

targeted marketing
one-to-one marketing
undifferentiated marketing
segmentation
positioning

undifferentiated marketing

9

What is a benefit of segmenting and targeting markets?

It encourages head-on competition with other firms.
It allows you to focus on unprofitable customers and market more aggressively to them.
It allows you to identify customers who are late in adopting the product.
It allows you to develop new offerings and expand profitable brands and product lines.
All of the above are benefits.

It allows you to develop new offerings and expand profitable brands and product lines.

10

4. American Express offers its cardholders different benefits, depending on which color card is issued to the customer. The different cards vary according to the annual fee paid and the benefits and credit lines associated with each card level. American Express engaged in ________.


undifferentiated
mass marketing
selling and advertising
positioning and repositioning
segmentation and targeted marketing

segmentation and targeted marketing

11

2. Many companies have used the Internet to expand their selection of target markets into new geographic markets. What characteristic of an attractive market is best reflected by companies pursuing this strategy?

size of market
growth of market
lack of competition
accessibility to market
fit with objectives and strategy

accessibility to market

Able to serve the market segment. Either the market is already accessible or you can find a way to reach it. Accessibility, or the lack of it, could include geographic accessibility, political and legal barriers, technological barriers, or social barriers. For example, to overcome geographic barriers, the consumer products company Unilever hires women in third-world countries to distribute the company’s products to rural consumers who lack access to stores.

12

3. Which of the following has the greatest ethical implications?

mass marketing
concentrated marketing
microtargeting
niche marketing
differentiated marketing

micro targeting

Microtargeting, or narrowcasting, is a new effort to isolate markets and target them.

13

1. Tailoring your product or its marketing so that it stands out from the competition and people want to buy it defines ________.

customization
segmentation
positioning
targeting
perceptual mapping

positioning

14

2. What are the best criteria to use when developing a perceptual map?

price
quality
level of customer service
advertising
It will vary but should be based on criteria important to the marketer’s buyers.

It will vary but should be based on criteria important to the marketer’s buyers.

15

3. For years, Hallmark has used “When you care enough to send the very best” in its marketing of its greeting cards. This is a ________________ strategy using a(n) ___________.

positioning; tagline
segmentation; perceptual map
targeting; segment
segmentation; perceptual map
repositioning; tagline

positioning; tagline

16

4. Mountain Dew, a carbonated beverage brand of PepsiCo, was originally marketed as “zero proof moonshine” with depictions of hillbillies on the bottle until 197Since then, the product is now marketed as a high-energy beverage targeted to lovers of extreme sports. This strategy can be described best as ________.

advertising
repositioning
perceptual mapping
marketing
segmentation

repositioning