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marketing test 2

Question	Answer
involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.	marget segmenting
consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.	Positioning
boutique that caters to the footwear needs of women, manufactures 2 lines of shoes based on the purchasing power of its customers.1 product line is to the needs of amiddle-aged women, and the other one targets professionals. this would be what	demographic
Which of the following is a variable used to segment consumer buyers that is not used to segment business buyers?	Psychographics
H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables.	demographic
Bowtiesgroups its customers by regions in the US, such as Midwest, Northeast, and Southwest. For each region, It creates a different set of advertisements and promotions. which of the following segmentation variables does the firm divide its market?	Geography
Marketers must be careful to guard against stereotypes when using ________.	age and life cycle segmentation
Kidcomp, an American computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of ________ segmentation.	age and life cycle
segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods.	Geographic
If a segment is large enough or profitable enough to serve, it is ________.	substantial
Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines?	Gender
Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called?	Psychographic
Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation.	psychographic
Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.	occasion
The marketing manager at Arbor's targets ppl who are working to lose weight, who still want to dine out. The chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Arbors' approach is best referred to as ________ segment.	psychographic
Which of the following would make a segment less attractive to enter	New entrants finding it easy to enter the segment
The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent?	Concentrated marketing
Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________	micromarketing
Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of ________.	local marketing
Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products?	Children
show consumer perceptions of their brands versus those of competing products on important buying dimensions.	Perceptual positioning maps
A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this?	Image differentiation
Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n)	unique selling proposition
Your local pizzeria promises "Delivery in 30 minutes or less or the pizza is free." What point of differentiation is this?	services differentiation
If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be ____	preemptive
is anything offered to a market that might satisfy a need or want	product
toothpaste	pure tangible good
an augmented product rather than that of an actual product or core customer value	warranty
Nailit is selling the products in specially designed bottles that make it easier, made from a non-toxic, water-based nail polish with amazing summer colors.Of the following is a core customer value for Nailit's line of polishes.	the desire to have beautiful nails
Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement?	convenience products
Materials and parts, capital items, and supplies and services are groups of _____ products	industrial
In determining product quality, what are the two dimensions of quality marketers must decide upon?	level and consistency
When a company lengthens a product line by adding more items beyond its current range, they are ________.	stretching the line
can be an important part of a brand's identity	packaging
Which of the following statements regarding the important decisions in the development and marketing of individual products is correct?	Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design.
If a company adds a new product line to its existing portfolio, it has increased its _______	product mix width
Identifying, describing and promoting the product are three functions of _	labeling
The quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe?	variability
For which service characteristic do marketers need to pay close attention to fluctuations in demand?	perishability
Service _______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.	intangibility
Service marketing requires ________. This means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.	internal marketing
unlike product quality, service quality will always vary	managing service quality
training current employees better and hiring new ones with more skills can increase service productability	service marketing
Which brand dimension is defined as how consumers feel a brand meets their needs?	relevance
The value of customer relationships that a brand creates is called ____	customer equity
Kroger sponsors such brands as Private Selection, Heritage Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger using?	a private brand
When we see Hello Kitty on children's clothing, Disney characters on lunchboxes, and Sponge Bob Squarepants on breakfast cereals, which form of brand sponsorship is being used?	licensing
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ?	line extension
When Coca-Cola saw the growth of the bottled water category, they launched Dasani, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching Disani?	new brand
When manufacturers launch products using their own brand names, which sponsorship option are they using?	natural branding
To create successful new products, a company must __	understand its consumers, markets, and competitors and develop products that deliver superior value
Through _____ a company can obtain new products by buying a whole company, a patent, or a license to produce someone else's product.	acquisition
innovation can be very expensive and very risky	new product development strategy
modified and improved products are considered new	new products
Which of the following is an external source of new product ideas for a company?	trade magazines
Goldtone is a technology corporation Its products are telephones and tablets. It announced on its website that customers can suggest ideas for its upcoming product. Contributors of ideas will be rewarded. Goldtone is using __to generate new product idea	crowdsourcing
The Learning Institute recently conducted a brainstorming session that generated a large number of ideas for adding products and services. Learning Institute managers will most likely use ________ next to arrive at a realistic number of ideas to adopt.	idea screening
After ideas are screened, the next stage of the new product development process is _____.	concept development and testing
At which stage of the new product development process is a physical product first developed	product development
At which stage of the new product development process is crowdsourcing used?	idea generation
A company launching a new product at the commercialization stage of new product development must first decide on ___________.	introduction timing
Installing an innovation management system to collect, review, evaluate, and manage new product ideas represents a(n) ______________ approach to new product development.	systematic
Intuit follows a "Design for Delight (D4D)" development philosophy that products should delight customers by providing experiences that exceed expectations. Which new product development approach is Intuit using?	customer-centered new product development
What is the 5 stages of the product life cycle (PLC) stage?	1. product development 2. introduction 3. grown 4. maturity 5. decline
When Dr. Lawncare developed his revolutionary new solar powered lawnmower, he knew that during the introductory stage of the product lifecycle ___	sales would be slow and profits non-existent
Most products are at which stage of their product lifecycle?	maturity
Which of the following would be an appropriate strategy during the maturity stage of the product lifecycle?	modify the market, product offering and market mix
When a product is in the decline stage of the PLC, a company may reduce various costs (plant and equipment, maintenance, R&D, advertising, sales force), hoping that sales hold up. In other words, they are ________ the product.	harvesting
In 1970's, Gary sold pet rocks. The product had a short, temporary period of unusually high sales driven by consumer enthusiasm and immediate product popularity, but then sales declined quickly. The PLC sales pattern for pet rocks is known as ______.	a fad
Sales are rising rapidly, competitors are growing in number and the customers are early adopters. Which stage of the PLC does this describe?	growth
Marketers do not know the exact shape and length of their product's life cycle in advance.	product life cycle curves
To be more socially responsible, some companies are appointing _____________. Their job is to protect consumers from harm and the company from liability by proactively ferreting out potential product problems.	product stewards
The government may prevent companies from adding products through acquisitions if the effect threatens to decrease competition.	socially responsible product decisions
Standardization decreases product design, manufacturing, and marketing costs.	standardizing products for international markets
The trend toward growth of global service companies is expected to continue in the near future.	service marketing going global

Created by: leh467

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