Hospitality Marketing Chapter 7 Quiz

One of the most popular bases for segmentation is​ ________ segmentation because consumer​ needs, wants, and usage rates often vary closely with these variables.​ Additionally, they are easier to measure than most other types of variables. Often when marketers first define segments using other​ bases, such as benefits sought or​ behavior, they often rely on this base of segmentation to assess the size of the target market and reach it efficiently.
demographic
Many marketers think that companies should aggressively promote only one benefit to the target market. Former advertising executive Rosser​ Reeves, for​ example, said that a company should develop which single feature concept for each​ brand?
Unique selling proposition​ (USP)
Business buyers can be segmented​ geographically, demographically based on industry and company​ size, or by benefits​ sought, user​ status, usage​ rate, and loyalty status.​ However, business marketers also use some additional variables such as operating​ characteristics, personal​ characteristics, and what other​ factors?
Purchasing approaches and situational factors
Modern communication technologies enable consumers to connect across many of the traditional segmentation bases.​ Increasingly, firms will employ​ ________ segmentation in the international market to form segments of consumers who have similar needs and buying​ behaviors, even though they are located in different countries.
cross-market
Although most producers of tablets market their devices to​ adults, Amazon has spotted a smaller tablet market. Feedback from parents suggested that they were handing their​ entertainment-packed Kindle Fire tablet over to their young children for​ entertainment, education, and babysitting purposes. Amazon introduced FreeTime​ Unlimited, a multimedia subscription service targeted toward​ three- to​ eight-year-olds. This strategy employs which base for​ segmentation?
Age and​ life-cycle demographic segmentation
There are four steps in designing a​ customer-driven marketing strategy. The second​ two, ________ and​ ________, deal with how the firm decides on the value proposition for the markets and how it will create value for the chosen markets.
differentiation; positioning
Cruise ships and companies in the travel industry often divide the market into segments according social​ class, lifestyle, or personality​ characteristics, which is also known as what type of​ segmentation?
Psychographic
​Traditionally, marketing was not focused on specific buyers but marketers were scattering their marketing efforts through​ ________, which is more of a​ “shotgun” approach.
mass marketing
When choosing a​ target-marketing strategy, the firm should pay close attention to several factors. In addition to​ competitors’ marketing​ strategies, market​ variability, product variability and the extent of​ variety, the firm should consider which of the​ following?
The​ product’s life cycle stage
A grocery chain decides to divide the market into​ urban, suburban, and rural markets and then direct efforts towards the suburban segments first and eventually move into urban areas. The grocer is employing what type of​ segmentation?
Geographic
Marketers use which type of segmentation to help increase product​ usage? This type of segmentation groups buyers according the situations under which they get the idea to​ buy, actually make their​ purchases, or use the purchased items.
Occasion segmentation
What is the third step in the differentiation and positioning​ task?
Selecting an overall positioning strategy
The positioning of a brand is called the​ “brand’s value​ proposition,” which is the full mix of benefits on which a brand is differentiated and positioned. There are essentially five possible value propositions. Which of the following examples is not correctly paired with a​ brand?
​Costco/more for less
A cosmetics firm selects seven different segments to target with five different brands and product lines. The firm has embraced which targeting​ strategy?
Differentiated marketing
One of the most frequently used systems is​ ________, which can break down markets by zip codes and will classify households into lifestyle segments. An example of a lifestyle segment is Sports Utility Families.
Mosaic
After market​ segmentation, the firm next will decide on which segment to target. Targeting can be carried out at several different levels ranging from mass​ marketing, which is very​ broad, to​ ________, which is very narrow.
micromarketing
There are four steps in designing a​ customer-driven marketing strategy. The first​ two, ________ and​ ________, deal with selection of the customers the firm chooses to serve.
market​ segmentation; targeting
Crest toothpaste does not segment the market by geography or​ gender, but it divides it by the features and outcomes buyers expect from their toothpaste such as​ whitening, cavity-fighting, or​ breath-freshening qualities. What approach is Crest using to segment the​ market?
Benefit segmentation
Even when competing offers look the​ same, buyers might perceive a difference based on company or brand​ ________ differentiation. A​ company’s or​ brand’s identity should convey a​ product’s distinctive benefits and positioning derived through creativity and hard work.
image
There are many ways to segment a​ market, but not all segmentation strategies are effective. To be​ useful, market segments must meet four requirements. Which one of the following is an undesirable quality for segmenting​ markets?
Be standardized
A firm learns that potential customers are graduating from high school and soon attending college. It might segment the market based on​ ________ and try to reach potential buyers who are consumers facing​ life-stage changes and who can be turned into heavy users for products such as​ popcorn, credit​ cards, or air travel. What approach to segmentation is this​ approach?
User status
In the​ four-step process used to design a​ customer-driven marketing​ strategy, which step involves dividing the market into smaller segments of buyers with distinct​ needs, characteristics, or behaviors that might require separate marketing strategies or​ mixes?
Market segmentation
The department store chain​ Macy’s has rolled out a localization program called​ “My Macy’s” in which merchandise is customized under 69 different geographical districts. Due to climate and taste​ differences, the firm markets brands and promotions specifically to the needs and wants of local customer groups. Which marketing strategy is​ this?
Local marketing
The​ ________ is the way a product is defined by consumers or the place the product occupies in​ consumers’ minds relative to competing products. Products are made in​ factories, but brands happen in the minds of consumers.
product position
​P&G offers a great variety of bestselling detergent and laundry care​ brands, including​ Tide, Gain,​ Cheer, Era,​ Dreft, Bold,​ Bounce, and Downey.​ Essentially, in the laundry​ market, P&G is competing with itself. Why does it offer so many competing​ brands?
The firm wants to appeal to different market segments.