Chapter 4 Flashcards
1
Q
- _____ is the product’s ability to satisfy both functional needs and symbolic wants.
A
Product utility
2
Q
- In which of the following situations does an exchange occur?
A
Exchange occurs in all of the above situations.
3
Q
- According to the text, market segmentation is a two-step strategic process. The first step is to:
A
identify groups of people with certain shared characteristics within the broad product market
4
Q
- The second step is to:
A
aggregate groups of people or organizations into larger market segments
5
Q
- _____ is a useful business tool to identify new and expanded ways to improve services and enhance revenues. This tool identifies unique subsets of the population to target for specialized services and marketing initiatives.
A
Market segmentation
6
Q
- People who might buy Muir Glen brand organic soups are vegetarians, people who want to try something different, people who like soup, people who don’t have time to cook, and people who worry about putting chemicals in their bodies. These groups are all examples of _____ for the soup.
A
market segments
7
Q
- Gary Silva, senior vice president of sales, U.S. Auto Parts Group at Genuine Parts, says NAPA doesn’t have a cookie-cutter layout but builds stores based on market need, with each designed independently. “It would be easier if all the stores had the exact same layout, but it’s not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers,” he explained. From this information, you know that NAPA targets both _____ markets.
A
business and consumer
8
Q
- The two primary types of target markets are _____ markets.
A
business and consumer
9
Q
- Through marketing research, Prudential Insurance discovered that about 40 percent of its sales were initiated by current customers rather than company insurance agents. With this knowledge it used what kind of behavioristic segmentation variable to segment its market into Prudential policy holders and nonpolicy holders?
A
user status
10
Q
- The ad for Pepperidge Farm products reads, “Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation.” It would seem that the manufacturer of these products is using:
A
behavioristic segmentation
11
Q
- According to the research of Stephan and Tannenholz, _____ are the most brand loyal group and require the least amount of promotion.
A
sole users
12
Q
- Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that over them additional minutes. These cell phone companies are using:
A
volume segmentation
13
Q
- Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferro Rocher chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift. This would be an example of:
A
purchase-occasion segmentation
14
Q
- The Visitors Bureau of Greenville, Mississippi, uses an ad with the following headline: “Join some others who got inspired here,” and then lists the famous authors that came from this area of the state. The message in this headline indicates the city is using _____ to attract tourists.
A
benefit segmentation
15
Q
- A manufacturer of wax for snow skis must offer different versions of its product so that it will work in areas where the snow tends to be wet and heavy, in regions where the snow is hardpacked, and in places where the snow is a fine powder. These modifications in response to regional differences are referred to as _____ segmentation.
A
geographic
16
Q
- The population around Las Vegas grew more than 85 percent during the last census period. With this population growth expected to continue, St. Rose Dominican Hospital has announced plans to add a third acute-care hospital to its system in the Las Vegas area, “designed to meet the future needs of our valley’s rapidly expanding population.” St. Rose Dominican Hospital is relying on _____ segmentation.
A
geographic
17
Q
- Which of the following is an example of a variable used in demographic segmentation?
A
income
18
Q
- Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets, and direct 911 wiring.
A
demographic
19
Q
- In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families and the fact women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation.
A
demographic
20
Q
- Harris Teeter is a chain of supermarkets in the Atlanta area. In one of its stores that is in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Each of the other Harris Teeter stores has distinct characteristics that ally it with the neighborhood in which it is located. The chain is using _____ segmentation.
A
geodemographic
21
Q
- With _____, marketers group people by their values, attitudes, personality, and lifestyle.
A
psychographics
22
Q
- Over the past decade, brands that were once available exclusively to the wealthiest among us have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, recently launched its X-type sedan, which starts at $30,000 and is meant for the “almost rich” consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using:
A
psychographic segmentation
23
Q
- Hep Cat manufactures sweatshirts that, according to ad testimonials, “capture the essence of a cat and the heart of its owner.” Hep Cat is using _____ segmentation to market its shirts.
A
psychographic
24
Q
- Hard apple cider is making a comeback. Cider consumption should hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider’s drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck draft cider use to define its market?
A
psychographic
25
Q
- _____ is the pattern of attitudes and activities that help people reinforce, sustain, or modify their social and self-image.
A
Primary motivation
26
Q
- Two bowling alleys are three miles apart. Customers came to the bowling alley on the eastside of town for relaxation and exercise. The priority wasn’t exclusively on bowling; the activity could just as easily have been billiards or swimming. The customers at bowling alley on the westside of town went bowling primarily to meet and interact with friends. Many of the league bowlers in this facility were employed in repetitive task jobs. The lanes were a place to compete with their peers and excel. This question describes the _____ for using the bowling alleys.
A
primary motivation
27
Q
- The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on:
A
primary motivation and resources
28
Q
- The purpose of VALS is to:
A
do all of the above
29
Q
- Which of the following marketing activities most likely takes place in the business market?
A
the purchase of a case of Campbell’s brand soup by a supermarket
30
Q
- A pizza restaurant buys fountain Coca-Cola, which it sells to its customers. The pizza restaurant is an example of a(n):
A
reseller
31
Q
- When compared to consumer markets, business markets:
A
have more systematic purchasing procedures
32
Q
- Because purchase decisions in the business market are often made on the basis of _____, business marketers should emphasize these issues in their promotional appeals.
A
all of the above
33
Q
- The North American Industry Classification System (NAICS) codes:
A
organizes all industries in our economy into 20 broad sectors
34
Q
- What is the next step for a marketer once market segmentation has been done?
A
target marketing process
35
Q
- Which of the following statements about the target marketing process is true?
A
The first step in target marketing is to assess the viability of the markets identified by the market segmentation process.
36
Q
- Which of the following is the most likely potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches?
A
pre-teen males who wish to emulate one of the WWE wrestlers
37
Q
- The _____ for Huggies disposable washcloths with extra gentle baby wash built right in is first-time parents who have a good supply of discretionary income and who value their time more highly than they value their environment.
A
target market
38
Q
- The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.
A
total product concept
39
Q
- To appeal to a new target market, the maker of Hill’s coffee has changed the product’s package design, reformulated the coffee, begun advertising price discounts in women’s magazines, and started distributing the product through gourmet coffee shops. What exactly has been changed?
A
the product’s 4Ps
40
Q
- The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded, and packaged.
A
product
41
Q
- Consumer demand for a whole product category such as DVD players, pickles, or laptop computers is called _____ demand.
A
primary
42
Q
- When Juno began marketing its free electronic mail service, computer users were doubtful that such a service could exist. Juno’s advertising had to convince potential users that their e-mail service would be paid for by the sponsors of the advertisements that appear when users access Juno. Juno had to create _____ for its product.
A
primary demand
43
Q
- Before starting Pedigree Pajamas, its owner realized that he was treating his dog as if it were a child and that a lot of his friends did the same thing. So in what he perceived as a dog-friendly environment, he launched a line of doggie pajamas—available from size 6 for Chihuahuas to size 30 for Great Danes. The ads for Pedigree Pajamas had to convince people that dogs slept better in pajamas. A product that has to create primary demand is more than likely in the _____ stage of the product life cycle.
A
introductory
44
Q
- When the pharmaceutical companies began advertising directly to consumers, it was an example of _____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.
A
a pull strategy
45
Q
- Drawing on almost 50 years of experience, Cotton Council International (CCI), the export promotion arm of the National Cotton Council is devoted to expanding U.S. cotton exports by capitalizing on consumer preference for cotton fiber and its products. CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing. CCI uses:
A
a pull strategy
46
Q
- Seagrams of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery’s products. In this example, Seagrams is using:
A
a push strategy
47
Q
- The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.
A
growth
48
Q
- In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, and industry sales reach a plateau.
A
maturity
49
Q
- There are many different brands of soup and soup mixes on the shelves of most supermarkets. The manufacturer of Glen Muir brand organic soup would like to create _____ so that its customers will perceive why it is a better brand of soup than all the rest on the market.
A
selective demand
50
Q
- The basic goal of a positioning strategy is to:
A
own a word that established the product in the prospect’s mind
51
Q
- If you look at an organically-grown tomato and one that has been chemically-enhanced, you can easily see the difference–one is not perfectly formed and uniformly red and the other is. In terms of product differentiation, this is an example of a:
A
perceptible difference
52
Q
- The difference between Campbell’s brand soups and Muir Glen brand soups is not readily visible. Muir Glen brand differentiates itself by claiming to be 100 percent organic. This is an example of a:
A
sensory cue
53
Q
- A promotion was launched to position French’s as a fun line of condiments for a variety of everyday usage occasions. Its promotions showed vignettes of families, children and older Americans enjoying foods flavored with French’s Deli Style, Dijon Style and Honey Mustard flavors as well as its Classic Yellow mustard. The fact that all of these mustards have the French’s brand is an example of:
A
family branding
54
Q
- Another name for manufacturer’s brands is:
A
national brands
55
Q
- The only place you can find Joe Boxer brand home products, targeting younger audiences and the Hispanic-oriented brand Thalia Sodi is at Kmart stores. Joe Boxer and Thalia Sodi are both examples of:
A
private labels
56
Q
- _____ is the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.
A
Brand equity
57
Q
- When Hannah buys almond soap from a vendor at an arts and crafts show, and the vendor actually made the soap from scratch, it is an example of:
A
direct distribution
58
Q
- A(n) _____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.
A
distribution channel
59
Q
- For which of the following products is its manufacturer most likely to use intensive distribution?
A
chewing gum
60
Q
- While you cannot find DVD players at every retail outlet, you can find them at discount stores, electronic stores, appliance stores, and department stores. What kind of distribution is used for DVD players?
A
selective
61
Q
- _____ refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies.
A
Marcom
