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Exam 4: Segmentation, Targeting, and the Marketing Mix

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Question 1

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There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, aimed at NASCAR fans, hopes to create _____ so that customers will perceive why it is a better brand of candy than all the rest in the market.

A) secondary demand
B) selective demand
C) primary demand
D) pioneering demand
E) utility of demand

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

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Question 2

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What is the next step for a marketer once market segmentation has been done?

A) Target marketing process
B) Budgeting process
C) Mission statement
D) SWOT analysis
E) Competitive assessment

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

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Question 3

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Explain how the concept of shared characteristics relates to the marketing segmentation process.

Differences between products that are readily apparent are called position differences.

Over the past decade, brands that were once available only to the wealthy have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, launched its X-type sedan, which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using:

Manufacturers' representatives, distributors, and retailers are considered resellers.

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using:

When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Discuss the push and the pull strategy with respect to the product life cycle.

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

Gary Silva, senior vice president of sales, U.S. Auto Parts Group at Genuine Parts, says NAPA doesn't have a cookie-cutter layout but builds stores based on market need, with each designed independently. "It would be easier if all the stores had the exact same layout, but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained. From this information, you know that NAPA targets both _____ markets.

Maidenform is a global intimate apparel company that designs, sources, and markets products such as bras, panties, and "shape wear" under the Maidenform, Flexees, Lilyette, and Control It brand names. Which branding strategy does Maidenform use?

The _____ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.

Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:

Maidenform Brands is a global intimate apparel company that designs, sources, and markets intimate apparel products under the Maidenform, Flexees, and Lilyette brand names. Maidenform is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers, distributors, dealers, and competitors have for the Maidenform, Flexees, and Lilyette brands. In other words, Maidenform and its major brands have strong:

Advertising for a movie that describes the film as a "family-filled riot of fun" is relying on benefit segmentation.

When the manufacturer of Kikkoman brand soy sauce introduced Kikkoman brand low-sodium soy sauce, it used private labeling by emphasizing the Kikkoman tradition and quality.

The basic goal of a positioning strategy is to:

The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.

The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.