CH 7 Flashcards
Manufacturers who package snacks in large multipacks, such as those found in warehouse clubs like Costco, are most likely targeting their market based on the demographic variable of
family size.
neighborhood.
income.
age.
gender.
family size.
What is an important component in determining psychographic characteristics?
use-situation factors
age
lifestyles
use-related factors
lifestyles
A hat designer has divided marketing activities to its huge consumer base into smaller groups based on lifestyle. This is an example of
product positioning.
distribution management.
market targeting.
product development.
market segmentation.
market segmentation.
____ consists of a succinct description of the core target market to which a product is directed and a compelling picture of how the firm wants that core market to view the product.
A perceptual map
The 80/20 rule
A BCG matrix
A positioning statement
A concept test
A positioning statement
Southern Spice, a manufacturer of salsa, sells its product throughout the United States and all over the world. The company has developed region-specific salsas like Five Spice Salsa for its customers in China, saffron and cumin salsa for customers in India, and even red beans and rice salsa for its customers in New Orleans. Southern Spice has employed _____Blank segmentation in this case.
geographic
lifestyle
behavioral
demographic
geographic
A target market can best be defined as
the group of customers who have consistently stayed unresponsive to a firm’s marketing efforts over several years.
the demographic segment that a firm is unable to access.
the group of customers toward which an organization has decided to direct its marketing efforts.
a market segment for which the future growth rate is very low.
the group of customers toward which an organization has decided to direct its marketing efforts.
Chobani, a maker of specialty yogurts, has expanded its product line to include “Gimmies,” a specialty yogurt supported by a set of characters that are designed to appeal to children. For this product, Chobani is segmenting the market based on
age.
customer convenience.
motivation.
gender.
age
is the most commonly used psychographic segmentation tool that classifies adults into eight psychographic groups: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, and Survivors.
The VALS framework
A perceptual map
The 80/20 rule
The enterprise architecture framework
The VALS framework
Brianna has always wanted to open a hair salon. While Brianna has experience in cutting and styling hair, she always gets amazing reviews for her specialty hair coloring abilities. So, rather than open a hair salon that offers a wide variety of cuts and styles, Brianna has decided to open a specialty hair salon solely devoted to the needs of individuals who regularly color their hair. This is an example of
repositioning.
market fragmentation.
market segmentation.
mass marketing.
market segmentation.
America’s Bananas uses the same marketing mix strategy no matter where its products are sold, because one strategy satisfies the needs and wants of all customers. This demonstrates
differentiated targeting.
mass marketing.
undifferentiated targeting.
niche marketing.
undifferentiated targeting.
Stores like The PGA Store, The Racquet Shop, and Play It Again Sports that cater to the interests of sports enthusiasts most likely use what type of segmentation strategy?
geographic segmentation
demographic segmentation
behavioral segmentation
psychographic segmentation
psychographic segmentation
A retail chain is emailing only customers who have purchased from it three years in a row a “thank you for your business” coupon for 30% off. This promotional campaign is an example of
demographic
geographic
financial
behavioral
behavioral
A vacation planning company provides various holiday packages, such as outdoor camping, adventure sports, island getaways, countryside wine tasting, cruises, and mountain trekking, based on the vacation activities that its consumers prefer. Which type of segmentation does this represent?
geographic
lifestyle
behavioral
global
lifestyle
Why are older Americans an attractive target for marketers?
They tend to be more educated than other consumers.
They tend to pay more attention to advertisements than other consumers.
They purchase products not only for themselves, but also for their family members.
They tend to have more time and money than younger consumers.
They tend to have more time and money than younger consumers.
What are the two most commonly used demographic variables used by marketers?
family size and age
gender and income
education and family size
age and gender
age and gender
What is the 80/20 rule?
80 percent of a firm’s products are marketed to only 20 percent of the population.
20 percent of heavy users account for 80 percent of the total demand.
80 percent of a firm’s profits is generated from 20 percent of its product line.
20 percent of the total demand for products comes from 80 percent of the target market.
20 percent of heavy users account for 80 percent of the total demand.
In order for market segmentation to be effective, market segments must be large enough for a firm to make a profit by serving them. This means that segments must be
accessible.
differentiable.
measurable.
substantial.
substantial.
The fact that you see a Starbucks on many highway exit signs listing restaurant choices would indicate that Starbucks is most likely geographically segmenting based on
population shifts.
lifestyle.
income.
customer convenience.
customer convenience.
A personal care products manufacturer has different products for children and adults. It applies a different marketing strategy for each of these customer groups. Which segmentation base is the company using to divide its market in this case?
geographic
behavioral
psychographic
demographic
demographic
An athletic shoe-making company in the United States successfully sells the same range of shoes in all its international outlets. This is an example of
demographic segmentation.
unique segmentation.
behavioral segmentation.
global segmentation.
global segmentation.
Segmentation that categorizes consumers according to how they behave with or act toward products.
Behavioral segmentation
Segmentation that divides markets by characteristics such as age, gender, income, education, and family size.
Demographic segmentation
Segmentation that divides markets into groups such as nations, regions, states, and neighborhoods.
Geographic segmentation
Segmentation that identifies a group of consumers with common needs and wants that spans the entire globe.
Global segmentation
