Business Marketing Test #2 Supplemental

Front 1

List the requirements of Effective Segmentation

Back 1

1- Measurable
2- Accessible
3- Substantial
4- Differentiable
5- Actionable

Front 2

A set of buyers sharing common needs or characteristics that the company decides to serve

Back 2

Target Market

Front 3

How do you segment consumer markets?

Back 3

1- geographic
2- demographic
3- psychographic
4- behavioral
5- geographic

Front 4

How do you segment business markets?

Back 4

Consumer Segmentation and:
1- industry, company size
2- operating characteristics
3- purchasing approaches
4- situational factors
5- personal characteristics

Front 5

Describe the brand equity pyramid

Back 5

From bottom of the pyramid to the top:
1- awareness, feelings of
familiarity
2- brand image,
3- interest in purchase and/or investment
4- customer loyalty
5- brand equity
Some marketers confuse brand equity with brand image, but there is

Front 6

What are Witt's two great questions?

Back 6

1- Can we compete?
2- Can we win?

Front 7

Name 5 ways to differentiate.

Back 7

1- Product Differentiation
2- Service Differentiation
3- Channel Differentiation
4- People Differentiation
5- Image Differentiation

Front 8

What does the brand represent?

Back 8

a trust mark of:
quality
performance
consistency
Represents the consumer’s
perceptions and feelings about a
product and its performance. It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers

Front 9

Brand strategy decisions include:

Back 9

• Brand positioning
• Brand name selection
• Brand sponsorship
• Brand development

Front 10

Movie clip representing brand benefits and value

Back 10

Ali / Foreman fight and what they now have become.

Front 11

Examples of Brand Extension

Back 11

1-Yamaha - motorcycles and pianos
2- Rachel Ray - Cooking Show - Restaurant
3- Honda Cars and Airplanes
4- Chuck-E-Cheese and Crackers

Front 12

additional brands in the same
category - give examples

Back 12

Multibrands
1- P&G - Secret and Old Spice
2- Pepsi - different flavors
3- Palmolive and Ajax soap

Front 13

Multiple Brands Sharing One
Product - examples

Back 13

Co-Branding -
1- Popsicle brand Popsicle with Dr. Pepper and Sunkist flavors
2- Delta American Express card

Front 14

Example of Augmented Product and the offering.

Back 14

Pike's Place fish market in Seattle

Front 15

______ is used by companies at the upper end of the market to plug a market hole or respond to a competitor’s attack

Back 15

Downward product line stretching

Front 16

_____ is by companies at the lower end of the market to add prestige to their
current products

Back 16

Upward product line stretching

Front 17

______ is used by
companies in the middle range of the market to achieve both goals of upward and downward line stretching

Back 17

Combination line stretching

Front 18

Explain brand benefits and values - give examples.

Back 18

Where brands rely lesson a product's tangible attributes and more on creating surprise, passion and excitement surrounding a brand - i.e. Pampers means more than just containment and dryness.

Front 19

A competitive tool for differentiating the company's product from competitor's products.

Back 19

Product features

Front 20

Name the 4 main characteristics of a service

Back 20

1- Intangibility
2- Inseparability
3- Variability
4- Perishibility

Front 21

What are the 3 types of service marketing?

Back 21

1- internal
2- external
3- interactive marketing