MGT 280

Researchers at PPG Industries spent considerable time, effort, and money developing a bluish windshield that would let in filtered sunlight but block out the heat. Little market research was done, but the scientists were convinced this new product would be significantly better than existing windshields even though it was more expensive and of a different color than the current models on the market. This scenario suggests PPG most likely has a(n)_ orientation.
A. Exchange
B. Production
C. Sales
D. Promotion
E. customer
Production
The American Marketing Association’s definition of marketing:
A. is limited to promotional activities
B. Focuses on the value of empowerment, teamwork, and customer value.
C. Show how marketing benefits the marketer
D. Relies on the synergy created by exchange
E. Includes creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Includes creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they’re reluctant to get mammograms or discuss screening. So P&G brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _ orientation to achieve this goal.
A. Promotion
B. Societal Marketing
C. Customer
D. Marketing
E. Product
Societal Marketing
Which of the following occurs when people give up something in order to receive something they would rather have?
A. Exchange
B. Synergy
C. Transformation
D. Leveraging
E. Reciprocity
Exchange
The concept of exchange is important to marketing because:
A. If all the conditions for an exchange are in place, then the exchange will be completed
B. exchange provides money to marketers
C. Marketing activities help to create exchange
D. marketing activities are a requirement for exchange to take place
E. money is the only medium of exchange for business marketers
Marketing activities help to create exchange
A company that sets its goals and strategies based on what its current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) _ orientation.
A. Marketplace
B. Sales
C. Market
D. Exchange
E. Production
Production
PepsiCo’s annual report has the following statement: “Our business is to increase the value of our shareholder’s investment. We do this through sales growth, cost controls, and wise investment of resources. WE believe our commercial success depends upon offering quality and value to our consumers and customers; providing products that are safe, wholesome, economically efficient, and environmentally sound; and providing a fair return to our investors while adhering to the highest standards of integrity.” This statement is an example of PepsiCo’s:
A. Marketing mix strategy
B. Quantifiable goal
C. Mission statement
D. Statement of economic potential
E. Market segmentation strategy
mission statement
Colorado Silversmith creates and markets silver and turquoise jewelry, which it sells to retailers in the western United States. The company’s management believes its retail customers will stock more jewelry if its salespeople use aggressive marketing techniques, so the company provides strong incentives for salespeople and promotional allowances to resellers to get distribution for its jewelry. In other words, the company has a _ orientation.
A. Promotion
B. Production
C. Sales
D. Market
E. Customer
Sales
Minor League Baseball suffers from sluggish attendance. To attract more fans to MiLB games, owners often resort to gimmicks- free hot dog nights, events designed to get into the Guinness World Records, and celebrity visits. Since baseball fans are seldom asked what would make them want to attend more games, this suggests most MiLB teams do not have a(n) _ orientation.
A. Sales
B. Empowerment
C. Community
D. Societal
E. Market
Market
The marketing concept stresses that the social and economic justification for an organization’s existence is the satisfaction of customer needs and wants while:
A. producing a good or service at the lowest possible cost
B. improving the general standard of living
C. constantly increasing sales volumes
D. applying scientific management techniques to improve efficiency
E. simultaneously meeting organizations objectives
simultaneously meeting organizations objectives
With hospitals nationwide facing budget cuts and slimmer profit margins, Dekalb County’s Medical Center decided to cash in on one of the most consistently profitable services-delivering babies. It initiated a three-year project to build a $55 million state-of-the-art women’s center with 18 labor and delivery suites. When the hospital decided to commit its resources to obstetrics, it was engaging and delivery suites. When the hospital decided to commit its resources to obstetrics, it was engaging in:
A. benchmarking
B. alternative problem solving
C. strategic planning
D. portfolio evaluation
E. tactical control
strategic planning
The_ answers the question, “What business are we in, and where are we going?”
A. Mission statement
B. Financial Statement
C. Situational Analysis
D. Market Strategy
E. Strategic Plan
Mission Statement
Most companies become sensitized to community issues after they’ve done enough damage to draw the locals’ anger. Dofasco, Inc., a highly successful steel company in Ontario, tries to get ahead of business and community issues by annually bringing together representatives from the local area and deciding which projects to improve the local environment will be implemented. This annual community-wide meeting indicates Dofasco has a _ orientation.
A. Societal Marketing
B. Sales
C. Reciprocal Exchange
D. Production
E. Product
societal marketing
_ is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits.
A. Opportunity cost
B. Marketing utility
C. Market Quality
D. Satisfaction percentage
E. Customer value
customer value
__ is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
A. Tactical management
B. The market audit
C. Functional planning
D. Environmental scanning
E. Strategic planning
Strategic planning
Walmart realizes a ___ using its relationships with suppliers to give customers low prices and good customer service.
A. Brand name strategy
B. Niche competitive advantage
C. Cost competitive advantage
D. Marketing competitive advantage
E. Synergistic Competitive advantage
Cost competitive advantage
Everyone knows the brand name Kleenex. Kleenex is what many consumers think of when they think of tissues. This widely recognized brand name is a source of:
A. a product differentiation competitive advantage
B. a cost advantage
C. market augmentation
D. a niche competitive advantage
E. generalization of a brand
a product differentiation competitive advantage
Ocean Spray’s development of Craisins sweetened dried cranberries to compete against raisins most directly affected the __ element of the company’s marketing mix.
A. Place
B. Production
C. product
D. distribution
E. target market
product
Making sure products are available when and where customers want them is the job of which element of the marketing mix?
A. Advertising strategies
B. Production strategies
C. Product strategies
D. Promotion Strategies
E. Place strategies
Place strategies
SoBe nutritional beverages uses twin lizards on every bottle of its products and in all of its promotion efforts. It even has its own Team Lizard made up of skateboarders, mountain bike riders, and in-line skaters that it sponsors. The lizard is used to remind consumers of the product and its benefits. which of the four Ps does this represent?
A. Promotion
B. Price
C. Publicity
D. Place
E. Product
Promotion
One of the reasons given for the decline of Britannica is that the firm defined tis business as publishing books instead of providing information. Britannica failed to:
A. define its mission in terms of the benefits its customers seek
B. ignore the marketing concept of serving customer needs and wants
C. realize “customers only want what they know”
D. have a sales orientation
E. empower the consumer
define its mission in terms of the benefits its customers seek
A ___ is a study conducted by an organization to identify its internal strengths and weaknesses and also examinee external opportunities and threats.
A. SWOT analysis
B. Marketing audit
C. Trend analysis
D. Strategic alternative selection
E. Competitive advantage audit
SWOT analysis
Golden Valley Microwave Foods, Inc. is the manufacturer of ACT II popcorn. In its early years, the company had trouble financing the development and marketing of products for the microwave, so it chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores. Which element of the marketing mix was most influenced by this arrangement?
A. Product
B. Place
C. Price
D. Public relations
E. Promotion
Place
The ___ is the unique blend of product, place, promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market.
A. Internal environmental mix
B. Marketing mix
C. Product mix
D. Product line
E. Market Portfolio
Marketing mix
iTunes has a(n)____, as they have exclusive agreements with some of the most sought after music corporations that other digital music stores do not have.
A. Targeted market position
B. Sustainable competitive advantage
C. Strategic focus
D. Situational strength
E. Opportunistic privilege
Sustainable competitive advantage
Technol Medical Products makes specialty face masks to shield healthcare workers from infection. Because it focuses on this narrow market, it is able to outsell its primary competitors-3M and Johnson & Johnson. Technol has a(n):
A. aggregated positioning strategy
B. demarketing focus
C. heterogeneous target marketing strategy
D. cost competitive advantage
E. niche competitive advantage
niche competitive advantage
GEICO Insurance ads often focus on its reptilian mascot, the GEICO Gecko, who is used to remind consumers of the company and its benefits. To which of the four Ps does the GEICO Gecko represent?
A. Promotion
B. Price
C. Publicity
D. Place
E. Product
Promotion
BMW offers customers a four-year, 50,000 mile maintenance cost-free program called “BMW Ultimate Service.” The service includes free replacement of brake pads and rotors, wiper blades, scheduled maintenance, oil changes, and roadside maintenance. This marketing gives BMW a:
A. Strategic edge
B. Competitive Advantage
C. Tactical Strength
D. Marketing mix
E. Mission statement
competitive advantage
____ is the idea that socially responsible companies will outperform their peers by focusing on the world’s social problems and viewing them as opportunities to build profit and help the world at the same time.
A. Sustainability
B. Philanthropy
C. Cause Marketing
D. Creative ethics
E. International Ethics
Sustainability
The pyramid of corporate social responsibilities contains all of the following components EXCEPT:
A. Economic responsibilities
B. Ethical responsibilities
C. Cultural responsibilities
D. Legal responsibilities
E. Philanthropic responsibilities
Cultural responsibilities
At the most basic level, a firm must be profitable. What level of the pyramid of corporate social responsibility is this?
A. Social
B. Economic
C. Ethical
D. Legal
E. Accountability
Economic
The movement to develop and market products designed to minimize negative effects on the physical environment or to improve the environment is known as:
A. Enviromarketing
B. Green marketing
C. Cause marketing
D. Social marketing
E. Minimalist marketing
Green marketing
_____ refers to the moral principles or values that generally govern the conduct of an individual or a group.
A. Righteousness
B. Social consensus
C. Sustainability
D. Virtue
E. Ethics
Ethics
Tyson Foods launched a campaign in Austin, Texas, in which it agreed to donate 100 pounds of chicken to the Capital Area food Bank of Texas for every comment posted on its blog. This campaign is an example of:
A. Corporate social responsibility
B. Ethical conveyance
C. a duty to engage in cause marketing
D. a right to engage in social marketing
E. Multiculturalism
corporate social responsibility
____ are the rules people develop as a result of cultural values and norms.
A. Virtues
B. Ethics
C. Socialization
D. Conscience
E. Morals
Morals
In the __ stage of ethical development, loyalty and obedience to the organization or society become paramount.
A. Proconventional morality
B. transformationalism
C. Conventional morality
D. postconventinoal morality
E. actualized morality
Conventional morality
Corporate social responsibility is defined as the:
A. Belief that the legal system defines ethical behavior
B. Development of inclusive codes of ethics
C. Rules by which social rewards are attained
D. Business’s concern for society’s welfare
E. Coordination of social programs for publicity purposes
Business’s concern for society’s welfare
The four components of the pyramid of corporate social responsibility are:
A. Sustainability, creativity, profit, and culture
B. Organizational culture, creativity imagery, economic performance, and objectivity
C. Organizational, financial, social, and cultural responsibilities
D. Sustainability, legality, creativity, and competition
E. Economic, legal, ethical, and philanthropic responsibilities
Economic, legal, ethical, and philanthropic responsibilities
Hallie is a calculating, self-centered salesperson. She never engages in relationship marketing. She looks on any sales situation as a “win-lose” situation, and she believes any legal method she can use is justified when she wins. Hallie is most likely at the ____ stage of ethical development.
A. Preconventional morality
B. Transformationalism
C. Conventional morality
D. Egocentrism
E. Basic Morality
Preconventional morality
All of the following are factors in the external environment affecting marketing EXCEPT:
A. The marketing Mix
B. Economic Conditions
C. Technology
D. Political and legal factors
E. The competition
The marketing mix
When a company engages in _____, it is implementing strategies that attempt to shape the external environment within which it operates.
A. Synergistic control
B. Environmental management
C. Environmental control
D. Market control
E. Reactive management
Environmental management
_____ factors are environmental factors that include our attitudes, values, and lifestyles.
A. Social
B. Economic
C. Political
D. Competitive
E. Demographic
Social
What do self-sufficiency, upward mobility, work ethic, and conformity have in common?
A. These are no longer valued attitudes
B. They are attitudes that can easily be changed
C. These are three perceptions that Americans have of the Asian lifestyle
D. These are three of the core values that influence lifestyles in the United States
E. They are the determinants of a component lifestyle
These are three of the core values that influence lifestyles in the United States
A(n) ______ is the practice of choosing goods and services that meet one’s diverse needs and interests rather than conforming to a single, traditional lifestyle.
A. Aggregated lifestyle
B. Component lifestyle
C. Psychographic mode of living
D. Demographically defined lifestyle
E. Targeted lifestyle
Component lifestyle
Zimmer-Centerpulse is the world’s largest producer of replacement hips and knees for orthopedic surgery. They are particularly interested in marketing in the southwestern United States, where a large aging population lives. Which external environmental element most directly explains its continued growth?
A. Economic conditions
B. Political conditions
C. Culture
D. Demography
E. Social Forces
Demography
Which of the following represents the largest group of consumers in the United States?
A. Tweens
B. Gen Y
C. Gen X
D. Baby boomers
E. Boomerangs
Gen Y
_______ is the primary determinant of a person’s earning potential.
A. Race
B. Education
C. Social Class
D. Gender
E. Martial status
Education
Recession, inflation, and consumers’ incomes are the ______ factors of greatest concern to most marketers.
A. Economic
B. Socio-demographic
C. Political
D. Government
E. Consumption
Economic
Ruthanne Ross is a sales manager for Pampered Chef, a company that sells kitchen tools and other aids for cooking through party plans. She is very concerned about making sure her salespeople understand the importance of treating each customer fairly and developing long-term relationships with them. she asked that before a sale is made, the salesperson should make sure customers can afford the items and are not buying due to social pressures. Ross is most likely at the ________ stage of ethical development.
A. Preconventional morality
B.Transformationalism
C. Conventional morality
D. Postconventional morality
E. Actualized morality
Postconventional morality
There are many cell phones on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. A cell phone would probably be considered a ______ product.
A. Convenience
B. Specialty
C. Heterogeneous shopping good
D. Homogeneous shopping good
E. Generic
Heterogeneous shopping good
Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that People Magazine had an interesting cover story about Scarlett Johansson. As Amy is a huge fan of Scarlett, she had to buy a copy. In this example, the people magazine is an example of a(n) ______ product.
A. Specialty
B. Convenience
C. Business
D. Shopping
E. Unsought
Convenience
Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison, the water heater is a(n) ______ product.
A. Shopping
B. Convenience
C. Component
D. Unsought
E. Specialty
Shopping
Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _______ product.
A. Heterogeneous shopping
B. Specialty
C. Homogeneous shopping
D. Convenience
E. Exclusive
Specialty
______ products are products that are not known about or not actively searched for by consumers. These product require aggressive personal selling and highly persuasive advertising.
A. Hidden
B. Specialty
C. Equity
D. Unsought
E. Shopping
Unsought
Which of the following is an example of a product item?
A. Tarter Protection Crest toothpaste
B. Campbell’s soup
C. Chevrolet Automobiles
D. Ore-Ida frozen foods
E. all of the above are product items
Tarter Protection Crest toothpaste
A number of yogurts are marketed under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Dan-o-nino. The large variety of yogurts under the Dannon brand is an example of a:
A: Marketing mix
B. Product line
C. Product Mix
D. Product equity
E. Product modification
Product line
Along with its Macintosh computer line, Apple markets its iPod, iPhone, and Apple TV products. This is an abbreviated listing of the company’s:
A. Customer mix
B. Product line
C. Product mix
D. Line Depth
E. Product modification
Product mix
Changing one or more of a product’s characteristics is called:
A. Product modification
B. Product repositioning
C. Product adjustment
D. Planned obsolescence
E. Product extension
Product modification
Apple Computer, Inc. recently dropped “computer” from the company’s name to become Apple, Inc. This was part of its ____ away from simply being perceived as a computer company.
A. Quality modification
B. Aesthetic modification
C. Demarketing
D. Repositioning
E. Functional extension
Repositioning
Sony has developed a wireless speaker that sits unobtrusively on a desktop. The tiny yet strong twin speakers use Bluetooth to stream music directly from a PC or MP3 player. This small Sony wireless speaker, which is radically different form anything currently on the market, would be classified as a(n):
A. Discontinuous innovation
B. Slow-diffusing product
C. Episodic innovation
D. Venture product
E. Sporadic innovation
Discontinuous innovation
When P&G began marketing Tide Free & Gentle, which is dye- and perfume free, this represented which new product category?
A. Repositioning strategy
B. New product line
C. Addition to existing product line
D. Discontinuous innovation
E. Revision of existing products
Addition to existing product line
Apple recently introduced a newly designed iPod nano with Multi-Touch capability, a built-in FM radio, and mix making Genius. Since it was not trying to reach a new target market, Apple was using which new product strategy?
A. Improvement or revision of existing product
B. Addition to existing product line
C. discontinuous innovation
D. Repositioned product
E. New product line
Improvement or revision of existing product
A _____ is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitor’s products.
A. Brand mark
B. Trademark
C. Brand name
D. UPC
E. Brand
Brand name
The well known Nike “swoosh” is an example of a:
A. Quality mark
B. Product line
C. brand name
D. Brand mark
E. Manufacturer’s brand
Brand mark
A(n) __________ refers to a brand that obtains at least a third of its earnings from outside its home country.
A. Evoked set
B. Global Brand
C. Equity brand name
D. Master brand
E. Ethnocentric trademark
Global Brand
Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby’s clothes. It is using a(n) ________ strategy.
A. Individual Branding
B. Family Branding
C. Combination Branding
D. Trademark Branding
E. Private Branding
Individual Branding
When a company markets several different products under the same brand name, it is referred to as a(n) __________ brand.
A. Family
B. Generic
C. Bargain
D. Dealer
E. Umbrella
Family
Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in it magazine ads and depicted suggested usage with its turkey. This is an example of which type of co-branding?
A. Ingredient
B. Complementary
C. Family
D. Captive
E. Product Use
Complementary
Roger has lots of nice photos of his family on his digital camera and wishes he could display them on his desk at work without having to print them out. A coworker told him that he could purchase a digital photo frame to download and display his digital photos. Because Roger did not know such a product existed, digital photo frames represented a(n) ______ to him.
A. heterogeneous shopping product
B. Diffusion
C. Market Laggard
D. Product diversification
E. Innovation
Innovation
The process by which the adoption of an innovation spreads is referred to as:
A. Diffusion
B. Circulation
C. Transmission
D. Dissemination
E. Dispersion
Diffusion
Kathy purchased an Amazon Kindle e-book reader as soon as they came onto the market. She paid $399 for the product, which she bought the first day it was released. Kathy works in Information Technology and is always looking for new electronic products to buy. She would best be described as a(n):
A. Early Adopter
B. Early Majority
C. Innovator
D. Diffusers
E. Lead Consumer
Innovator
A dominant characteristic of the late majority is:
A. Deliberateness
B. Skepticism
C. Respect for others
D. Cheerfulness
E. Optimism
Skepticism
All of the following are categories of adopters in the diffusion process of innovations EXCEPT:
A. Laggards
B. Innovators
C. Early Majority
D. Early Adopters
E. Doubters
Doubters
A(n) ___________ is a defined group that managers feel is the most likely to buy a firm’s product.
A. Target market
B. Buying center
C. Aggregated unit
D. Consumer cluster
E. Demographic Sample
Target market
The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body, decorate it, and keep it for a lifetime. The primary market segment for the Belly Cast kit is:
A. All parents
B. Expectant moms
C. recently married couples
D. parents of toddlers
E. collectors of unusual art
Expectant moms
A group of middle school students stop by a bicycle store. The store has just received a new shipment of high end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but non has the means to buy one. Is this group of consumers a potential market for the expensive bikes?
A. Yes, they are a potential market since they are all about the same age.
B. No, they do not have the ability to purchase at this time.
C. No, to qualify as a market, they must need the product.
D. Yes, they are a market because this product could satisfy their consumer wants and desires.
E. Yes, they are a market because this group shares relatively similar product needs and purchasing characteristics.
No, they do not have the ability to purchase at this time.
The purpose of market segmentation is to:
A. Reduce the market down to a size the firm can handle
B. Divide the market into equal size and profit regions for sales territories
C. Group a large number of markets together, enabling a company to serve them simultaneously
D. Develop a generalized definition of the market as a whole
E. Enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
Enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
To be useful, a segmentation scheme must produce segments that meet four basic criteria. The criteria are:
A. Segmentability, targetability, reliability and validity, and homogeneity.
B. Tangibility, inseparability, nonperishability, and uniqueness
C. Substantiality, identifiability and measurability, accessibility, and responsiveness
D. Reliability, flexibility, tangibility, and unbiased.
E. Complexity, compatability, relative advantage, trial ability, and overservability.
Substantiality, identifiability and measurability, accessibility, and responsiveness
According to the criterion of ___________, a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small.
A. Causality
B. Accountability
C. Responsiveness
D. Accessibility
E. Substantiality
Substantiality
The marketing manager of Gevalia grommet coffees want to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee. Even though gay lifestyles are becoming more accepted socially, the manager is finding it difficult to determine the market potential for criterion of a useful segment does this illustrate?
A. Substantiality
B. Identifiability and measurability
C. Complexity
D. Responsiveness
E. Validity
Identifiability and measurability
Many children on the autism spectrum like to chew on clothing, paper, or anything that they can find. Kid Companions manufactures nontoxic, plastic chewable jewelry for kids to wear. The product is a great way to keep kids from chewing on their clothes, while letting them work throughout their chewing tendencies. However, the company is unsure how to reach parents and therapists with information about their product. This illustrates a segmentation problem with:
A. Substantiality
B. Identifiability and measurability
C. Responsiveness
D. Accessibility
E. Accountability
Accessibility
While most marketing to Generation Y tries so hard to be hp that it borders on parody, Vans has kept the decades-old brand real and vital for Gen Yers. Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks, which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown, the brand’s answer to the X games. The segmentation plan used by Vans relies heavily on _________ segmentation.
A. Ethnicity
B. Income
C. Age
D. Gender
E. Occupation
Age
Redbook Magazine targets what it calls “Redbook jugglers,” defined as 25- to 44-year-old women who must juggle family, husband, and job. According to Redbook ad, “She’s the product of the ‘me generation,’ the thirty-something woman who balances home, family, and career-more than any generation before her, she refuses to put her pleasures aside. She’s old enough to know what she wants, and young enough to get it.” This is an example of ________ segmentation.
A. Demographic and Psychographic
B. Benefit desired and usage rate
C. Geodemographic and benefit desired
D. Demographic and usage rate
E. Benefit desired and demographic
Demographic and Psychographic
Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father: Facts, Tips, and Advice for Dads-to-Be. It is an advice book for men whose partners are expecting a baby. What demographic variables have been used to define the market for this book?
A. Benefit desired and lifestyle
B. Gender and family life cycle stage
C. Age, gender, and personality
D. Benefit desired and gender
E. Usage-rate and lifestyle
Gender and family life cycle stage
All of the following are bases for psychographic segmentation EXCEPT:
A. Benefits
B. Personality
C. Motives
D. Lifestyles
E. Geodemographics
Benefits
Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _______ segmentation.
A. Lifestyle
B. Motive
C. Usage-rate
D. Demographic
E. Personality
Usage-rate
Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?
A. Undifferentiated
B. Concentrated
C. Niche
D. Uniform
E. Multisegmented
Undifferentiated
A(n) __________ strategy entails selecting one segment of a market to target and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as on developing a highly specialized marketing mix.
A. Universal product
B. Undifferentiated targeting
C. Concentrated targeting
D. Market development
E. Product development
Concentrated targeting
When a firm serves two or more well-defined market segments with a distance marketing mix for each, it is using a(n) ________ targeting strategy.
A. Undifferentiated
B. Concentrated
C. Niche
D. Multisegment
E. Pluralistic
Multisegment