Mktg Ch 6-10

Front 1

Which of the following is NOT a characteristic of a consumer market?

Back 1

their purchasing decisions are always made by only one individual

Front 2

Which of these statements is NOT true about business markets?

Back 2

the purchase is always made by more than one individual

Front 3

Which of the following is NOT a requirement or characteristic of a market?

Back 3

a large number of people or organization

Front 4

In order to be considered a market, people do NOT have to have

Back 4

discretionary income to purchase the product

Front 5

Consumers that do now own dogs are not likely to be in the market for dog food because

Back 5

they do not have the need or desire for dog food

Front 6

The ability to purchase a product is a function of

Back 6

buying power

Front 7

Adolescents are not considered part of the market for casinos because they

Back 7

have very little buying power

Front 8

Generally speaking, individuals who are unemployed would NOT be considered a target market for Mercedes or other luxury European import sedans because

Back 8

they would not have the ability to purchase such products

Front 9

Miller Brewing does not consider teenagers to be part of the beer market because they lack the

Back 9

authority to buy beer

Front 10

When marketing research shows that a group of people does not desire a particular product, the people in that group

Back 10

are not a market for the product

Front 11

The first step in the target market selection process is

Back 11

identifying an appropriate targeting strategy

Front 12

To find a target market, a firm can use the

Back 12

undifferentiated strategy, the concentrated strategy, and the differentiated strategy

Front 13

Pillsbury defines all purchasers of flour as its target market. What targeting strategy would be most appropriate?

Back 13

Undifferentiated

Front 14

When a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using an

Back 14

undifferentiated strategy

Front 15

Why would a company use the undifferentiated strategy?

Back 15

the needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix

Front 16

When the needs of individual consumers in a target market for a specific product are similar and the organization can satisfy most customers with a single marketing mix, the best approach to use may be the

Back 16

undifferentiated strategy

Front 17

Which of the following statements about the undifferentiated targeting strategy is false?

Back 17

The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.

Front 18

The ProMark Company manufactures and sells only one type of ballpoint pen at just one price. All its advertising is the same and is directed at the mass market. What type of targeting strategy is the ProMark Company using?

Back 18

undifferentiated

Front 19

Marketers for C&H Sugar believe that consumers have similar needs for the product. C&H will most likely use an

Back 19

Undifferentiated approach in defining a target market

Front 20

If Morton Salt saw all table salt customers are pretty much alike and this offered only one marketing mix, it would be using the

Back 20

undifferentiated strategy

Front 21

A market in which a large proportion of customers have similar needs for a product is called an

Back 21

homogeneous market

Front 22

The undifferentiated targeting strategy for finding a target market will most likely NOT be successful if

Back 22

people within the market have heterogeneous needs

Front 23

Most markets for products are made up of individuals or groups with diverse needs for products and are called

Back 23

heterogeneous markets

Front 24

Toyota has learned that some people want sports cars, while others want vans, trucks, sedans, and economy cars. In this instance, Toyota has found its markets to be

Back 24

heterogeneous

Front 25

Individuals, groups, or organizations with one or more similar characteristics that cause them to have similar product needs are classified as

Back 25

market segments

Front 26

Mattel views the toy market as composed of four age groupings, each with different needs and desires. Each of these groups are known as

Back 26

a market segment

Front 27

The purpose of market segmentation is to

Back 27

divide a total market to enable a marketer to develop a more precise marketing mix

Front 28

The process of dividing a total market into groups because people within each group have relatively similar product needs is called

Back 28

segmentation

Front 29

Several conditions must exist for market segmentation to be successful. These conditions include all of the following except

Back 29

customer's needs for the product must be homogeneous

Front 30

A business advantage of the concentrated targeting strategy for any company is that it

Back 30

allows a firm to develop a special marketing mix for a single market segment

Front 31

A targeting strategy in which an organization targets a single market segment using one marketing mix is called a

Back 31

concentrated strategy

Front 32

When markets re comprised of people with differing product needs, the marketing manager should use a

Back 32

concentrated or differentiated strategy

Front 33

A disadvantage of the concentrated targeting strategy is that

Back 33

the firm's financial condition is tied to a single and specialized marketing mix

Front 34

If Jaguar focused all its marketing efforts for the new Jaguar XKR on professionals earning more than $250,000 it would be using a

Back 34

concentrated strategy

Front 35

Tiffany's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name. It uses the same marketing mix to reach this market. Tiffany's uses a

Back 35

concentrated targeting strategy

Front 36

Interior Designs Inc. sells expensive custom-made draperies, bedding, and accessories using a single marketing mix and is therefore most likely using a

Back 36

concentrated targeting strategy

Front 37

The primary advantage of a concentrated targeting strategy is

Back 37

it allows a firm to specialize to meet specific customer needs

Front 38

Procter and Gamble markets Cheer detergent to young singles and couples and Tide detergent to families. Procter and Gamble is using a

Back 38

differentiated targeting strategy for laundry detergents.

Front 39

Volkswagen markets its Routan to large families, its R32 race care to men, and its Jetta to young singles. What targeting approach is Volkswagen using?

Back 39

differentiated

Front 40

A targeting strategy in which an organization directs its marketing efforts at several segments is called a

Back 40

differentiated strategy

Front 41

If a company markets its products to several different countries, it is using a

Back 41

differentiated targeting strategy to segment the total market.

Front 42

After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is

Back 42

determining which segmentation variables to use

Front 43

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called

Back 43

segmentation variables

Front 44

Age, rate of product use, location, and gender are all example of common

Back 44

segmentation variables

Front 45

Segmentation variables are usually grouped into four categories

Back 45

demographic, geographic, psychographic, and behavioristic

Front 46

Which of the following is not one of the major categories of consumer market segmentation variables?

Back 46

situational variables

Front 47

Occupation, family size, and family life cycle are all _____ variables for segmenting consumer markets

Back 47

demographic

Front 48

McDonald's uses a segmentation strategy for its sandwiches based on market characteristics such as age, gender, or income. Which of the following segmentation variables is McDonald's using?

Back 48

demographic

Front 49

With its Venus razor, Gillette was the first marketer to offer a triple blade razor specifically designed for women. This is an example of market segmentation using _____ variables.

Back 49

demographic

Front 50

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle to upper class income. Kelley's Kids is using _____ variables to segment its market.

Back 50

demographic

Front 51

Cosmo magazine, secret deodorant, and Eve cigarettes are all products whose marketers have used segmentation based on

Back 51

gender

Front 52

A marketer that targets customers based on marital status and the presence and age of children is using

Back 52

family life cycle

Front 53

Which of the following products is most likely to have its market segment based on age?

Back 53

legos

Front 54

If Campbell were to offer single serving "Soup for One" packages to small household markets, it would be using segmentation based on

Back 54

family life cycle

Front 55

Which of the following products is least likely to be segmented according to stages in the family life cycle?

Back 55

Diet Coke

Front 56

Family life cycle is most typically based on

Back 56

marital status and age of children

Front 57

Population density and city size are _____ variables used for market segmentation.

Back 57

geographic

Front 58

Zerex markets its radiator liquid as a coolant in the South and an antifreeze in the North. Which of the following segmentation variable is Zerex using?

Back 58

geographic

Front 59

Many marketers are concerned about the number of potential customers within a certain area of land because of the differentiated requirements to serve dissimilar areas. What is this segmentation variables called?

Back 59

Market density

Front 60

Subaru is producing a new crossover van with all-wheel drive. Which of the following would be a likely variable for segmenting the market for this new model?

Back 60

geographic location

Front 61

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the US. This information is used to aid

Back 61

geodemographic segmentation

Front 62

Justin Franklin's company is interested in locating areas where the average income is high, the average age range is 25-35 years, and the lifestyles of the people involve extreme adventures and dangerous leisure activities. His company would most likely find possible markets through

Back 62

geodemographic segmentation

Front 63

Micromarketing is

Back 63

a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets

Front 64

Retail-site location analyses, unique product offerings, and special advertising campaigns are all examples of the use of

Back 64

micromarketing

Front 65

Which of the following is the biggest drawback to using psychographic variables?

Back 65

they are difficult to measure

Front 66

The three most commonly used psychographic segmentation variables are

Back 66

personality, motives, and lifestyles.

Front 67

When research indicated that Bluetooth's products were not reaching the correct target market, marketers of Bluetooth decided to change from demographic segmentation to psychographic segmentation. Which group of new segmentation variables will Bluetooth now by using?

Back 67

personality characteristics, motives, and lifestyles

Front 68

When using personality characteristics as a market segmentation variable, marketers generally

Back 68

use a positively viewed characteristic they assume much of their markets has or would like to have

Front 69

When using personality characteristics as a market segmentation variable, marketers generally

Back 69

use a positively viewed characteristic they assume much of their target market has or would like to have

Front 70

The psychographic variable that includes numerous characteristics related to people's activities, interests, and opinion is

Back 70

lifestyle