Ch 2 Flashcards
Causes like the Special Olympics and the American Cancer Society are examples of products, or bundles of benefits or values that satisfy the needs of consumers.
true
A cell phone ad that portrays buyers using the phone to access their Facebook, Instagram, and Snapchat accounts is using benefit segmentation.
true
Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is used to
gain competitive advantage
AB Rail Inc., a private railroad firm, offers both economy-class and business-class tickets, marketing to each segment separately using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using
differentiated marketing.
A company that aims to position a product based on its salient features is using positioning based on
benefits
When Dole encourages consumers to “drink their fruits,” claiming that eight ounces of juice is the equivalent of two whole fruits, it is positioning itself
by product class
Advocare, Tupperware, and Mary Kay are examples of companies that choose not to use any channel intermediaries, but instead sell to their customers through
direct channels
WomensHealth.com, a website targeting women, is an example of using gender as a basis for successful ________ segmentation.
demographic
Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the “fast-paced lifestyle.” In this scenario, the chain is using
psychographic segmentation.
In developing a strategic marketing plan, what should the company do immediately after evaluating the opportunities presented by various market segments?
select target market
Root Inc., a manufacturer of dental hygiene products, manufactures chocolate- and strawberry-flavored toothpastes that are specifically designed for children. Which of the following bases of segmentation is the company using?
demographic segmentation
Marketing channels are the ________ element of the marketing mix.
place
Dividing the market on the basis of personality and/or lifestyles is referred to as psychographic segmentation.
true
Venus Corporation recognized there are many consumers with different needs and responses to their product lines. They are working with Innovation Marketers to identify opportunities to target distinct groups whose needs and responses to their products are similar. Innovation Marketers and Venus are using
market segmentation.
Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.
true
