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A target market is a market segment that a company directs marketing effort toward in order to attract potential customers to buy its products/services/ideas. SMS, 4e – Chapter 7.
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A target market is a market segment that a company directs marketing effort toward in order to attract potential customers to buy its products/services/ideas. SMS, 4e – Chapter 7
A target market is a market segment that a company directs marketing effort toward in order to attract potential customers to buy its products/services/ideas. SMS, 4e – Chapter 7
The primary purpose of product positioning is to: • identify new target segments • determine consumer needs • evaluate opportunities in the marketplace • convey benefits of the product SMS, 4e – Chapter 7
The primary purpose of product positioning is to: • identify new target segments • determine consumer needs • evaluate opportunities in the marketplace • convey benefits of the product SMS, 4e – Chapter 7
Baby Boomers are described in a significant dichotomy by marketers. These two groups are: • married – not married • young – younger • younger – older • children – no children SMS, 4e – Chapter 7
Baby Boomers are described in a significant dichotomy by marketers. These two groups are: • married – not married • young – younger • younger – older • children – no children SMS, 4e – Chapter 7
If men tend to shop for suits alone, then it would be foolish to put _________ in an ad to motivate them to shop for this item. • other men shopping • their spouse or girlfriend • a woman sales clerk • a friend SMS, 4e – Chapter 7
If men tend to shop for suits alone, then it would be foolish to put _________ in an ad to motivate them to shop for this item. • other men shopping • their spouse or girlfriend • a woman sales clerk • a friend SMS, 4e – Chapter 7
Marketing segmentation is a strategy for dividing a market into similar need groups and meeting these needs with unique and differentiable marketing efforts. SMS, 4e – Chapter 7
Marketing segmentation is a strategy for dividing a market into similar need groups and meeting these needs with unique and differentiable marketing efforts. SMS, 4e – Chapter 7
Segmented marketing requires targeting products to the specific needs of well-defined customer groups. SMS, 4e – Chapter 7
Segmented marketing requires targeting products to the specific needs of well-defined customer groups. SMS, 4e – Chapter 7
The two main reasons for segmenting by brand is to target actual purchasers and to identify prospective purchasers. SMS, 4e – Chapter 7
The two main reasons for segmenting by brand is to target actual purchasers and to identify prospective purchasers. SMS, 4e – Chapter 7
VALS segmentation groups consumers according to their values and norms. SMS, 4e – Chapter 7
VALS segmentation groups consumers according to their values and norms. SMS, 4e – Chapter 7
Organizational buyers can be segmented behaviorally by the products they buy or the frequency with which they buy. SMS, 4e – Chapter 7
Organizational buyers can be segmented behaviorally by the products they buy or the frequency with which they buy. SMS, 4e – Chapter 7
When a company offers one basic product without distinguishing between different customer needs and characteristics, this is known as: • mass marketing • market segmentation • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics SMS, 4e – Chapter 7
When a company offers one basic product without distinguishing between different customer needs and characteristics, this is known as: • mass marketing • market segmentation • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics SMS, 4e – Chapter 7
A retail store that has one product, one price, and a standard set of inflexible hours is practicing: • market segmentation • product differentiation • mass marketing • normative marketing SMS, 4e – Chapter 7
A retail store that has one product, one price, and a standard set of inflexible hours is practicing: • market segmentation • product differentiation • mass marketing • normative marketing SMS, 4e – Chapter 7
If a winery that is noted for its “Cabernet” wines branches off into other varieties like “Chardonnay” and “Pinot Noir,” they are probably practicing: • mass marketing • market segmentation • heterogeneous marketing • normative marketing SMS, 4e – Chapter 7
If a winery that is noted for its “Cabernet” wines branches off into other varieties like “Chardonnay” and “Pinot Noir,” they are probably practicing: • mass marketing • market segmentation • heterogeneous marketing • normative marketing SMS, 4e – Chapter 7
When a soft drink company identifies a weight watcher segment, this is an example of: • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics • mass marketing • lifestyle segmentation SMS, 4e – Chapter 7
When a soft drink company identifies a weight watcher segment, this is an example of: • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics • mass marketing • lifestyle segmentation SMS, 4e – Chapter 7
A soft drink company that tries to determine the characteristics of drinkers of caffeine-free brands is engaged in: • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics • mass marketing • lifestyle segmentation SMS, 4e – Chapter 7
A soft drink company that tries to determine the characteristics of drinkers of caffeine-free brands is engaged in: • benefit segmentation • behavioral segmentation • segmenting by consumer characteristics • mass marketing • lifestyle segmentation SMS, 4e – Chapter 7
When consumers are grouped according to income, age, sex, or race, this is known as: • demographic segmentation • product-line segmentation • concentrated segmentation • lifestyle segmentation • personality segmentation SMS, 4e – Chapter 7
When consumers are grouped according to income, age, sex, or race, this is known as: • demographic segmentation • product-line segmentation • concentrated segmentation • lifestyle segmentation • personality segmentation SMS, 4e – Chapter 7
When Chrysler/Jeep advertises four-wheel drive cars to rural consumers, this is an example of: • differentiated segmentation • product-line segmentation • market-segment expansion • concentrated segmentation SMS, 4e – Chapter 7
When Chrysler/Jeep advertises four-wheel drive cars to rural consumers, this is an example of: • differentiated segmentation • product-line segmentation • market-segment expansion • concentrated segmentation SMS, 4e – Chapter 7
The ability of a company to reach a segment with media in order to deliver its advertising messages is known as the segment’s: • demographics • accessibility • lifestyle • personality characteristics • behavioral orientation SMS, 4e – Chapter 7
The ability of a company to reach a segment with media in order to deliver its advertising messages is known as the segment’s: • demographics • accessibility • lifestyle • personality characteristics • behavioral orientation SMS, 4e – Chapter 7
Targeting one product to one segment is known as: • differentiated marketing • product-line marketing • market-segment expansion • concentrated marketing SMS, 4e – Chapter 7
Targeting one product to one segment is known as: • differentiated marketing • product-line marketing • market-segment expansion • concentrated marketing SMS, 4e – Chapter 7
A perceptual map allows marketers to identify consumers’ perceptions of their brand in relation to the competition. SMS, 4e – Chapter 7
A perceptual map allows marketers to identify consumers’ perceptions of their brand in relation to the competition. SMS, 4e – Chapter 7
In customer relationship management (CRM), a customer’s value is based on a single transaction. SMS, 4e – Chapter 7
In customer relationship management (CRM), a customer’s value is based on a single transaction. SMS, 4e – Chapter 7
The potential profit generated by a single customer’s purchase of a firm’s products over the customer’s lifetime is the market share for that customer. SMS, 4e – Chapter 7
The potential profit generated by a single customer’s purchase of a firm’s products over the customer’s lifetime is the market share for that customer. SMS, 4e – Chapter 7
CRM success depends upon how well the company has implemented the marketing concept. SMS, 4e – Chapter 7
CRM success depends upon how well the company has implemented the marketing concept. SMS, 4e – Chapter 7
When a marketing plan is implemented, most likely repositioning will be unnecessary. SMS, 4e – Chapter 7
When a marketing plan is implemented, most likely repositioning will be unnecessary. SMS, 4e – Chapter 7
A segmentation technique that combines geography with demographics is: • VALS • behavioral segmentation • geodemography • psychodemographics SMS, 4e – Chapter 7
A segmentation technique that combines geography with demographics is: • VALS • behavioral segmentation • geodemography • psychodemographics SMS, 4e – Chapter 7
A description of the “typical” customer in a segmentation is a(n): • segment profile • undifferentiated targeting strategy • differentiated target • target market SMS, 4e – Chapter 7
A description of the “typical” customer in a segmentation is a(n): • segment profile • undifferentiated targeting strategy • differentiated target • target market SMS, 4e – Chapter 7
