chapter 5 Flashcards
A travel agency offers adventure trips like hut-to-hut camping in the mountains as well as quieter
vacations in all-inclusive resorts. On what basis has the travel agency segmented its market?
Psychographic
Demographic
Behavioral
Geographic
Psychographic
Road Scholar is an American not-for-profit organization that provides educational travel programs geared
primarily to older adults. On what basis has Road Scholar segmented the market?
Geographic
Psychographic
Demographic
Behavioral
Demographic
Garnier offers a wide range of shampoos, including hydrating shampoo, smoothing shampoo, color-safe
shampoo, volumizing shampoo, and more. On what basis has Garnier segmented the market?
Geographic
Psychographic
Behavioral
Demographic
Behavioral
Jose’s firm is looking to market its products in Venezuela, but the marketing department is concerned
about the current inflation rate in the country. This would be considered a(n) ________ factor.
geographic
political
economic
cultural
economic
Wall Enterprises is considering developing a new product for a market segment that has been identified by
marketing research. However, based on the research, it appears that the market segment may be smaller
than originally anticipated. Which essential factor of market segmentation does this reflect?
Accessible
Differentiable
Substantial
Actionable
Substantial
Alma is analyzing the market segment she has identified for a new service to determine whether her firm
can reach the consumers in that market within the constraints of her budget, given the resources of the
firm. Which essential factor of market segmentation does this reflect?
Accessible
Actionable
Substantial
Measurable
Accessible
Which essential factor in selecting a target market refers to the ability to accurately determine the size of
the market in terms of either sales volume or number of customers?
Actionable
Differentiable
Measurable
Substantial
Measurable
M&M’s addresses people of all ages and appeals to everyone looking for sweets (that melt in your mouth,
not in your hand). What target marketing strategy does M&M’s use?
Differentiated marketing
Concentrated marketing
Undifferentiated marketing
Micromarketing
Undifferentiated marketing
Lefty’s is a retail shop that makes specific products like left-handed scissors and left-handed notebooks for
the population of left-handed people. What target marketing strategy does Lefty’s use?
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
Micromarketing
Concentrated marketing
A running shoe company specializes in designing sustainable sneakers from recycled and renewable
materials for athletes who care about the environment, as well as performance models of running shoes
with less cushioning for runners who are concerned with speed. What target marketing strategy does the
running company use?
Concentrated marketing
Undifferentiated marketing
Differentiated marketing
Micromarketing
Differentiated marketing
The three components of STP are:
separation, targeting, placing
segmentation, targeting, positioning
supply, target, placement
segmentation, targeting, positioning
A visual technique designed to show how the average target market consumer perceives the positioning
of competing products in the market place is known as ________.
a positioning statement
head-to-head positioning
differentiation positioning
a perceptual map
a perceptual map
What is a perceptual map, and how is it used?
A perceptual map indicates the relative market share and market growth of a product portfolio.
A perceptual map displays the product, pricing, promotion, and distribution strategy of the product or service.
A perceptual map illustrates product positioning vis-à-vis the competitors.
A perceptual map illustrates product positioning vis-à-vis the competitors.
Four major types of market segmentation:
age, gender, income, educational level
geographic, demographic, behavioral, actionable
geographic, demographic, physiological, beahvioral
geographic, demographic, psychographic, behavioral
geographic, demographic, psychographic, behavioral
______________ divides consumers (or potential consumers) on the basis of the occasions when they make purchases or plan to buy
Occasion segmentation
Usage-based segmentation
age-based segmentation
income-based segmentation
Occasion segmentation
___________ identifies various segments of users based on how much they use a product. Consumers are typically divided into groups of non-, light, medium, and heavy product users.
Age-based segmentation
Occasion based segmentation
Usage-based segmentation
Income based segmentation
Usage-based segmentation
When a company applies__________, the company may decide to use a single marketing mix for the entire market.
Undifferentiated Marketing Strategy
Differentiated Marketing Strategy
Concentrated Marketing Strategy
Undifferentiated Marketing Strategy
When a company applied ____________, the company focuses on just one target market with a single marketing mix.
Undifferentiated marketing strategy
Differentiated marketing strategy
Concentrated marketing strategy
Concentrated marketing strategy
When a company applies ___________, a company designs separate, concentrated strategies for each. Separate brands are developed to serve each of the segments
Undifferentiated Marketing Strategy
Differentiated Marketing Strategy
Concentrated Marketing Strategy
Differentiated Marketing Strategy
