one expert from J. Walter Thompson’s
Mature Marketing Group, “everyone over 45 is lumped
into a category called old.” However,
the expert points out that this strategy is faulty. Seniors, particularly boomers-turned-seniors, often make buying
decisions based on ________.
price, not quality
b.lifestyle, not age
what their children buy
dreams, not realities
Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing
what is called ________.
113. The marketer ________ the segments; the
marketer’s task is to identify the segments and decide which one(s) to target.
does not create
and Narus have urged marketers to present flexible market offerings to all
members of a segment. A flexible market offering consists of two parts. Which
of those parts contains the product and service elements that all segment
115. Enterprise Rent-A-Car has challenged Hertz’s supremacy in the
rental car market by tailoring its marketing program to a relatively neglected
target market. Which of the following would be the most
accurate description of that market?
a. The singles market.
b. The soccer mom
c. The business traveler market.
d. The low-budget,
e. The vacationer market.
116. The recipe for Internet
niching success is to ________.
find a need and fill it
choose a hard-to-find product
that customers do not need to see and touch
choose a low-budget product
that is heavily demanded by Gen Y
choose an exclusive product
sold primarily to seniors
find a product that has some
attraction to a health-conscious market
117. One marketing commentator said, “The idea is not to sell
something, but to demonstrate how a
brand can enrich a customer’s life.”
Which of the following forms of marketing was the commentator
a. Experiential marketing
b. Niche marketing
c. Benefit marketing
d. Viral marketing
e. Virtual marketing
118. If you were a marketing
manager that was considering implementing
the concept of customer experience management (CEM), you would follow all of
the following steps EXCEPT ________.
a. analyzing the experiential world of the customer
b. building the experiential platform
c. designing the segmentation
d. structuring the customer interface
e. engaging in continuous innovation
119. Home furnishing retailer
Bed Bath & Beyond’s ability to cater to local tastes has fueled its
phenomenal growth. Bed Bath & Beyond’s managers pick ________ of their own
merchandise, and this local focus has helped the chain evolve from one that
began selling little more than bed
linens to the “beyond” part—products ranging from picture frames and pot
holders to imported olive oil and
designer door mats.
a. 40 percent
b. 50 percent
c. 25 percent
d. 70 percent
e. 90 percent
120. If a marketing researcher
saw such names (categories) Blue Blood
Estates, Winner’s Circle, Hometown Retired, or Shotguns and Pickupswhen doing segmentation research, the
marketing researcher would most
likely be dealing with ________ clusters.
121. The Scion by Toyota has a hip look and
feel—and an industrial strength stereo—and is sold in chrome and black
showrooms tucked inside Toyota
dealerships. According to Toyota, to which of the
following audiences is the Scion positioned?
a.Wealthy baby boomers.
b.African American Generation X
c.Hispanic American millennials.
d. Generation Y.
e.The silent majority.
122. Increasingly, companies
are finding that their markets are ________ as middle-market Americans migrate
toward more premium products.
of the following statements accurately describes what demographers
are calling the “boom-boom effect”?
Consumers are demanding more “bang for their buck.”
Baby boomers still rule the
Generation X and their taste
for violence will dominate the market in the future.
Products that appeal to
20-somethings also appeal to baby boomers.
must have success quickly or go bust.
a marketing manager employs such
marketing techniques as online buzz, student ambassadors, cool events, and
street teams to reach target markets, the manager is most
likely appealing to the ________ market.
latent baby boomers
hardware store has decided to use the VALS segmentation system to target
consumers. The store is particularly
interested in reaching people who are characterized by the VALS system as being
practical, down-to-earth, and self-sufficient who like to work with their
hands. Which of the following VALS categories most
likely matches to the hardware store’s segment of interest?
126. Users of a brand can be segmented into several groups based on the strength of commitment to the brand.
If a brand manager is seeking to identify those users who are most likely to defect to another brand, he or she
should look for users that are labeled as being ________.
127. A purchasing manager has decided to take a “purchasing approach”
to segmenting a proposed business market. All of the following would be
potential means (sub-segments) for segmenting under the “purchasing approach”
nature of existing relationships
128. If your assignment was (for each segment) to create a “value
proposition” and product-price positioning strategy based on the segment’s
unique customer needs and characteristics, you would be in which of the
following steps of the segmentation
129. As a brand manager you
have decided to use the full market
coverage approach in marketing to your customers. Within the full market
coverage approach, you have selected a(n) ________ strategy whereby your firm
will operate in several market segments and design different products for each
130. In the past, most car
buyers first decided on the manufacturer and then on one of its car divisions.
This type of buying strategy has been labeled as a ________.
A starting point for discussing segmentation is mass marketing. Explain
companies today are turning to
micromarketing at one of four levels. What are those levels?
Assume that you have decided to use a niche strategy to advance your
marketing goals. Characterize an attractive niche.
Local marketing reflects a growing trend called grassroots marketing.
Characterize grassroots marketing.
According to one marketing
expert, “The idea is not to sell something, but to demonstrate
how a brand can enrich a customer’s life.” What form of marketing is this
expert referring to?
Pine and Gilmore have argued
that we are on the brink of what might be called the “Experience Economy.” What
are the four varieties of experiences that Pine and Gilmore
assert will be salable in the future?
137. When a marketer attempts
to segment a consumer market, two broad groups
of variables may be used. What are those two broad groups
of variables? Give an example of
each broad group.
was developed by Claritas, Inc. Explain what PRIZM is intended to do.
Silverstein and Fiske say that Panera bakery cafes are a good
illustration of luxury good-oriented establishments that deliver three benefits
that are common to new luxury good
organizations. What are the three benefits listed by Silverstein and Fiske?
Schewe, and Karlovich developed a
framework called The Lifestage Analytic Matrix. What does this matrix do and
what are the variables that might be contained in such a matrix?
Characterize psychographic segmentation.
According to the VALS
Segmentation System, what four groups
belong in the category that displays lower resources?
People play five roles in a buying decision. What are those roles?
Buyers can be classified according to the benefits they seek. Even car
drivers who what to stop for gas may seek different benefits. Through its
research, Mobil identified five different benefit segments. What are those
segments and what benefits are associated with each segment?
Consumer attitude(s) is(are) an interesting way to segment a market.
Research has shown that five attitude groups
can be found in the market. What are those five attitude groups?
A Conversion Model is proposed in the text. What is the purpose of a
conversion model in assessing
you were a marketing manager that was interested in segmenting business buyers’
benefit bundles based on their stage in the purchase decision process, what
three categories would be appropriate?
One proposed segmentation scheme classifies business buyers into three
groups, each warranting a different
type of selling. The groups are (1)
price-oriented customers, (2) solution-oriented customers, and (3)
strategic-value customers. What types of selling (specific selling type name)
would be associated with these three groups?
Differentiated marketing typically creates more
total sales than undifferentiated marketing. However, it also increases the
costs of doing business. Assume that you are a marketing manager that is
considering using differentiated marketing. What five costs that you encounter
on a rather regular basis would most
likely be higher because of your decision to pursue differentiated marketing?
150. As a marketing
manager, you have decided to update your segmentation scheme. In the process of
doing this, you have decided to use a process called market partitioning. Explain what market portioning is.