Chapter 5 ("Market Segmenting, Targeting, and Positioning") quiz Flashcards
- 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.
- 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
- 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
- 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
- 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
- Consumer insight results when you use what type of information?
demographic economic geography and behavior quantitative quantitative and qualitative
quantitative and qualitative
- What is another term for targeted marketing?
differentiated marketing undifferentiated marketing mass marketing one-to-one marketing positioning
differentiated marketing
- 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
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.
- 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
- 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.
- 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.
- 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
- 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.
- 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
