Chapter 8 q Flashcards
A group of people who share traits and have similar product needs is known as a
market segment
________ is the process where distinct market segments are identified
market segmentation
A food products company groups its customers according to where they live. This is an example of ________ segmentation
geographic
Toyota promotes its Sienna minivan as a safe and practical vehicle for families. This is an example of ________ segmentation
family cycle segmentation
Gerber produces a line of organic baby foods to appeal to consumers who are concerned about food safety and environmental issues. This is an example of ________ segmentation
psychographic
McDonald’s new marketing campaign is aimed at attracting customers who visit the restaurant less than six times per year. This is an example of ________ segmentation
usage rate
________ are customers who do extensive research before purchasing
optimizing
Which of the following is NOT a step in market segmentation
developing a perceptual map
A computer manufacturer promotes its products with a single campaign aimed at various groups. This is an example of ________ strategy
undifferentiated targeting
The Smart car is aimed at young, urbanites who want efficient and convenient transportation. This is an example of ________ strategy
concentrated targeting
Which of the following is a key benefit of the undifferentiated target strategy
cost savings
In Starbucks, ________ will occur if it’s new VIA line of instant coffee leads to reduced sales of its coffee beans
cannibalization
In its advertisements, Verizon emphasizes how its mobile network is faster and offers more nationwide coverage than its competitors. This is an example of
product differentiation
A company implements ________ in order to change the opinions that consumers have about their products
repositioning
A company that uses the attribute base for positioning will emphasize
the products feature or benefit
