The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.
Answers:
micromarketing
segmented marketing
undifferentiated marketing
niche marketing
global marketing
· Question 2
Cupcake Gourmet, a high-end bakery in Manhattan, segments its customers according to those who frequent their store regularly, those who visit infrequently, and those who have never visited. This is an example of usage-rate segmentation.
Answers:
True
False
· Question 3
A segment is more attractive if it is easy for new competitors to enter the market.
Answers:
True
False
· Question 4
Demographic factors are the most popular bases for segmenting customer groups.
Answers:
True
False
· Question 5
Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.
Answers:
services
product
image
channel
people
· Question 6
Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?
Answers:
user status
usage rate
psychographic
behavioral
benefit
· Question 7
Which of the following is an approach where firms target a whole market based on common consumer needs?
Answers:
micromarketing
geographic segmentation
concentrated marketing
undifferentiated marketing
demographic segmentation
· Question 8
A company or brand image should convey a product's distinctive benefits and position.
Answers:
True
False
· Question 9
Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.
Answers:
True
False
· Question 10
A brand difference is said to be preemptive if ________.
Answers:
the difference is communicable
the difference can be introduced profitably
buyers can afford to pay for the difference
the difference is beneficial to customers
competitors cannot easily copy the difference
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· Question 2
Cupcake Gourmet, a high-end bakery in Manhattan, segments its customers according to those who frequent their store regularly, those who visit infrequently, and those who have never visited. This is an example of usage-rate segmentation. |
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· Question 3
A segment is more attractive if it is easy for new competitors to enter the market. |
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· Question 4
Demographic factors are the most popular bases for segmenting customer groups. |
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· Question 5
Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation. |
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· Question 6
Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called? |
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· Question 7
Which of the following is an approach where firms target a whole market based on common consumer needs? |
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· Question 8
A company or brand image should convey a product's distinctive benefits and position. |
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· Question 9
Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation. |
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· Question 10
A brand difference is said to be preemptive if ________. |
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