B116 - Ch.7 Flashcards
Snowboarding equipment is targeted at men and women aged 10–30 years. This target market is described in terms of
Select one:
a.
loyalty response.
b.
geographics.
c.
psychographics.
d.
demographics.
e.
behaviouristics.
d.
demographics.
On the basis of consumer taste tests, Diet Pepsi advertises that consumers prefer the taste of its product to the taste of Diet Coke. What type of positioning strategy is this?
Select one:
a.
corporate warfare
b.
niche marketing
c.
product differentiation
d.
brand dominance positioning
e.
head-on positioning
e.
head-on positioning
An Ontario pickle manufacturer only sells regular baby dill pickles in Toronto. He is practising
Select one:
a.
micro-marketing.
b.
psychographic segmentation.
c.
urbanization.
d.
mass marketing.
e.
niche marketing.
a.
micro-marketing.
Gillette Fusion ProGlide razor ads, which focus on the flexball technology that promise a smoother, closer shave, is a good example of technical innovation positioning.
Select one:
True
False
True
When is mass marketing most appropriate?
Select one:
a.
when a product enjoys widespread acceptance
b.
when resources are limited
c.
when the product is in a purely competitive market
d.
when the product is in a monopoly
e.
when the product is standardized
a.
when a product enjoys widespread acceptance
Which of the following is an example of a demographic variable?
Select one:
a.
a growing interest in the environment
b.
an emphasis on leisure time
c.
rising interest rates
d.
the growth of urban centres
e.
the evolving ethnic mix
e.
the evolving ethnic mix
At the beginning of a niche market, niche marketers draw a lot of attention from major competitors.
Select one:
True
False
False
Walmart engages in which level of market segmentation by offering everyday prices and product selection that attracts a wide cross-section of the North American population?
Select one:
a.
customer relationship marketing
b.
direct marketing
c.
mass marketing
d.
niche marketing
e.
large segmentation
c.
mass marketing
Real estate companies and mortgage companies are using behaviour response segmentation over traditional mass media.
Select one:
True
False
True
Harley-Davidson focuses on the super-heavyweight motorcycle market segment. This is an example of
Select one:
a.
market penetration.
b.
mass marketing.
c.
niche marketing.
d.
product differentiation.
e.
market integration.
Feedback
c.
niche marketing.
Chocolates packaged in a red, heart-shaped box are an example of a product developed because of
Select one:
a.
demographic segmentation.
b.
behaviour response segmentation.
c.
psychographic segmentation.
d.
geodemographic segmentation.
e.
seasonal segmentation.
Feedback
b.
behaviour response segmentation.
In terms of demographic trends in Canada, it can be said that
Select one:
a.
Generation X will soon be the most important to marketing organizations.
b.
the birthrate is growing significantly.
c.
the birthrate is growing steadily.
d.
the population is aging
e.
women now earn significantly more than men.
d.
the population is aging
A market is
Select one:
a.
a geographical area where products are sold.
b.
a group of people who have similar needs for a product or service.
c.
a group of people with similar characteristics.
d.
a group of consumers who are brand loyal.
e.
an organization of companies who buy cooperatively.
b.
a group of people who have similar needs for a product or service.
Firms must choose only one alternative at a time, because targeting strategies are exclusive.
Select one:
True
False
False
Home Depot has drawn large crowds to its workshops offered in Cantonese in Richmond, British Columbia, and Punjabi in Brampton, Ontario. What segmentation variable are they using?
Select one:
a.
behavioural
b.
geographic
c.
demographic
d.
psychographic
e.
niche marketing
c.
demographic
Segmentation according to the activities, interests, and opinions of consumers is referred to as
Select one:
a.
lifestyle marketing.
b.
psychographic segmentation.
c.
demographic segmentation.
d.
lifestyle segmentation.
e.
geodemographic segmentation.
b.
psychographic segmentation.
Demographic segmentation divides a market according to the activities, interests, and opinions of consumers.
Select one:
True
False
False
Segmentation strategies are based on the premise that
Select one:
a.
mass marketing isn’t as profitable.
b.
reaching distinct segments is always more cost efficient.
c.
various media offer better discounts for companies targeting specific segments.
d.
there is always more wasted media coverage when appealing to the mass market.
e.
it is preferable to tailor strategies to distinct user groups where the competition may be less.
e.
it is preferable to tailor strategies to distinct user groups where the competition may be less.
Technology is an important factor in the growth and adoption of direct segmentation and behavioural marketing.
Select one:
True
False
True
Marketers refer to the target market profile when making decisions regarding both the product attributes and the advertising messages developed to promote the product.
Select one:
True
False
True
