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At a Hallmark store you can find several lines of greeting cards,including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African Americans.This is an example of __________ segmentation.


A) regional
B) lifestyle
C) demographic
D) geographic
E) psychographic

F) A) and C)
G) A) and D)

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Product positioning refers to


A) an outdated concept that assigns product value by association with social class.
B) the place a product offering occupies in consumers' minds on important attributes.
C) the competitive advantage of one product over another.
D) changing the place a product occupies in a consumer's mind relative to competitive products.
E) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.

F) A) and B)
G) None of the above

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All of the following are examples of increased customer value from organizational synergy except which?


A) lower prices
B) increased brand awareness
C) more products
D) improved distribution
E) improved quality of existing products

F) None of the above
G) All of the above

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Product repositioning refers to


A) the place a product offering occupies in consumers' minds on important attributes.
B) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C) changing the place an offering occupies in consumers' minds relative to competitive products.
D) the practice of selling a firm's least successful product line and redirecting that revenue into a totally new product.
E) the competitive advantage of one product over another.

F) A) and E)
G) B) and D)

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What is market segmentation and why is it important?

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People have different needs and wants,ev...

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Segmentation based on what product features are important to different customers is known as


A) demographic segmentation.
B) behavioral segmentation.
C) psychographic segmentation.
D) geographic segmentation.
E) socioeconomic segmentation.

F) None of the above
G) D) and E)

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Doris Lewis owns Lewis Edibles,Inc.,a company that makes Tongue Tinglin' BBQ Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just


A) formed a market segment using critical product features.
B) formed products to be sold into groups.
C) developed a market-product grid and estimating size of markets.
D) taken a marketing action to reach a target market segment.
E) formed prospective buyers into segments.

F) B) and E)
G) B) and D)

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What are the four steps to positioning a product with a perceptual map?

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A key to positioning a product or brand ...

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Tony Hsieh,CEO of Zappos,offers $2,000 to anyone who


A) identifies a completely new market segment with a product to match it.
B) finds a way of improving service to online customers.
C) takes the customer loyalty training class and decides to quit anyway.
D) finds a shoe-related product that Zappos does not already carry.
E) creates a humorous theme for one of the monthly company meetings.

F) C) and E)
G) C) and D)

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Pairing side sleepers with firm pillows,back sleepers with medium pillows,and stomach sleepers with soft pillows would be done with a


A) needs table.
B) cross-tabulation.
C) market-product grid.
D) growth-share matrix.
E) product differentiation table.

F) D) and E)
G) All of the above

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One marketing action that can be taken to sell a single product or service to multiple market segments is to


A) develop and produce another version of the product.
B) manufacture products that appeal to different markets.
C) develop separate promotional campaigns.
D) purchase another firm that has additional products that would appeal to multiple markets.
E) issue stock to fund additional research and development for new products.

F) D) and E)
G) C) and D)

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Custom Foot operates six retail locations.At first glance,none looks different from a typical boot store.But here the only boots on hand are display models.There is no inventory for sale and customers go home empty-handed,awaiting their orders.Customers browse the store,choosing style,color,and leather type,with about 100 displays to provide style guidelines.Custom Foot guarantees your boots will be ready within three weeks.This is an example of


A) mass customization.
B) specialty customization.
C) virtual merchandising.
D) one product and multiple market segments.
E) multiple products and multiple market segments.

F) B) and E)
G) All of the above

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A perceptual map enables a manager to see how __________ perceive competing products or brands,as well as the firm's own product or brand.


A) stakeholders
B) competitors
C) independent rating organizations such as Consumer Reports
D) consumers
E) the CEO of the firm

F) A) and B)
G) None of the above

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The axes on a perceptual map are


A) sales and profitability.
B) two important product attributes, ranging from high to low on that attribute.
C) market share and market growth rate.
D) product variety and profitability.
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor.

F) A) and B)
G) A) and C)

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Manufacturing a product only when there is an order from a customer is referred to as


A) order customization.
B) a one product, one market segment strategy.
C) synergistic marketing.
D) build-to-order.
E) specialty customization.

F) B) and C)
G) A) and B)

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The market segmentation strategy known as frequency marketing focuses on


A) trial.
B) the average number of times a person in the target audience is exposed to an advertisement.
C) consumption preferences.
D) turnover.
E) usage rate.

F) A) and B)
G) None of the above

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A national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using __________ segmentation.


A) geographic
B) demographic
C) loyalty
D) psychographic
E) behavioral

F) B) and D)
G) A) and B)

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By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called


A) product differentiation.
B) product innovation.
C) market delineation.
D) market segmentation.
E) product groupings.

F) A) and E)
G) A) and D)

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The primary focus of Zappos' market segmentation strategy is to sell


A) shoes and other products to people who will buy them online and like to use mobile technology.
B) a wide selection of leather shoes and boots to high-end retailers.
C) all types of shoes, accessories, and clothing to department and fashion discount stores for reasonable prices.
D) Spanish novelties and accessories to organizations that typically resell them.
E) shoes in its own retail stores to those who prefer face-to-face interaction.

F) B) and E)
G) C) and D)

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If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?


A) grouping by caloric intake
B) grouping by price
C) grouping by meal occasion
D) grouping by usage rate
E) grouping by level of uniqueness

F) A) and D)
G) A) and E)

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Showing 21 - 40 of 201

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