Chapter 6

Jane is married with two children. She is a college graduate with a household income of 75K per year. What type of segmentation variables are being used to describe Jane?

• Geographic

• Demographic

• Psychographic

• Behavioral

Diamond manufacturers encourage women to purchase a diamond ring for their right hand to express their achievement and individuality. Whereas the left hand diamond ring says "we", the right hand diamond ring says "me". Which behavioral segmenting basis is this?

• Gender segmentation

• Loyalty status segmentation

• Occasion segmentation

• Economic segmentation

If a company doing business in Europe and Asia groups together customers from each country that share similar needs and buying behavior, it is using:

• Psychographic segmentation

• Intermarket segmentation

• Concentrated marketing

• Mass customization

To be useful, market segments must be all of the following EXCEPT:

• Actionable

• Measurable

• Undifferentiable

• Substantial

Some Wal-Mart stores in the Southeastern United States offer several Mexican brands to cater to the large Mexican population in that area. This is an example of:

• Undifferentiated marketing

• Loyalty marketing

• Local marketing

• Environmental marketing

Which of the following target market strategies is LEAST likely to succeed when marketing a good or service in the United States?

• Micromarketing

• Concentrated marketing

• Differentiated marketing

• Undifferentiated marketing

The way the product is defined by consumers on important attributes - the place the product occupies in consumers' minds relative to competing products - is known as the product's

• Position

• Perception

• Benefit

• Differentiation

A moving company's ads stress the loving care taken when packing, loading, and unloading the client's possessions. The competitive advantage being promoted is based on:

• Image differentiation

• Product differentiation

• Services differentiation

• Channel differentiation

Which of the following value propositions reflects status and lofty lifestyle?

• More for more

• Less for more

• More for same

• Same for less