Marketing Strategy Quiz 2

Clusters of marketable groups of customers with similar likes, dislikes, lifestyles, and purchase behaviors can be identified by multivariable segmentation systems that merge and analyze geographic, demographic, lifestyle, and behavioral data.

True

Behavioral segmentation is useful in assessing the size and market potential of a market segment defined by a particular trade area.

False

AdventureBikes targets wilderness ethusiats and introduced special robust bikes for them. PowerDrink’s target market comprises tennis players who need to replenish water and salts lost through perpirtion. These are examples of ____segmentation that is based on target consumers’ actitivies.

psychographic

According to one analyst, a Harley-Davidson motorcycle can make you feel like “the toughest, baddest guy on the block.” Harley-Davidson promoted its motorcycles with the images of independence, freedom, and power. Harley-Davidson has created a(n)_____.

Brand personality

When Pacific Fisheries groups its customers by regions such as Asia, Australia, or New Zealan, it is using which segmenting base?

geographics

P&G sells six brands of laundry detergent in the United States, each dedsigned for one of six laundry segments P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of P&G’s differentiated marketing strategy?

increased costs for separate marketing plans for each brand

The Garden City Summer Camp program divides the market according to the parents’ race, occupation, income, and family life cycle. What type of segmentation does the Garden City Summer Camp program use?

Demographic

Niche marketing offers smaller companies an opportunity to complete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies

True

Which of the following is true of a mass marketing strategy?

It involves designing a single-and-marketing program that will appeal to the largest number of consumers.

Most markets are simple and homogeneous entities that can be defined in a single way.

False

Geographic segmentation is particularly important in retailing and many services businesses, where customers are unwilling to travel very far to obtain the goods or services they require. Thus, one way to segment retail markets is by distance or diving time from a particular location. The area included within such a geographically defined region is called a(n)

trade area

______segmentation divides buyers into different groups based on social class, lifestyle, or personality traits.

psychographic

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by _____.

loyalty status

Shampoo marketers rate buyers as light, medium, or heavy product users. This is_____segmentation.

usage rate

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called______.

user status

Many firms make an effort to identify smaller, better-defined target groups by using

multiple segmentation bases

______is the process by which a marketing is divided into distinct subsets of customers with similar needs and characteristics that lead them to respond in similar ways to a particular product offering and marketing program.

Market segmentation

In______,business buyers are grouped by the characteristics of the individuals who influence the purchasing decision.

Microsegmentation

_____divides the market according to the characteristics of buying organization using attributes such as age of film, form size, and industrialization.

macrosegmentation

Which type of segmentation centers on the use of the word when, such as wen consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

occasion