MKT2

Which type of segmentation centers on the use of the when: when consumers

get the idea to buy? when they actually make their purchase? when they use the

item?

• Behavioral

• Psychographic

• Occasion

• Impulse

• Local

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to

a product is ________ segmentation

• Behavioral

• Psychographic

• Demographic

• Geographic

• Ideographic

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

• Product Line

• Line Extension

• Private Brand

• Multibrand

• New Brand

A shoe manufacturing company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and hence purchase the same brand of shoes. The shoe company believes that the band portrays the image of a ________ to the band's fans.

• membership group

• reference group

• status symbol

• subculture

• lifestyle

An ideal price policy scenario for retailers would be to achieve ________ while earning ________.

• low volume; high markups

• low volume; low markups

• high volume; high markups

• high volume; low markups

• high volume; zero markups

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. To a great extent, this has helped Apollo in winning customer loyalty. In this instance, Apollo has benefitted from ________.

• product differentiation

• good service recovery

• multibranding

• place marketing

• co-branding

Brand ________ refers to how consumers feel if a brand meets their needs.

• differentiation

• equity

• dilution

• esteem

• relevance

Buyers who face a ________ usually go through all stages of the buying process.

• straight rebuy

• modified rebuy

• new task buying situation

• routine buying situation

• need for limited problem solving

Daizy's is a shop that carries only plus-size clothing. According to this information, Daizy's differentiates itself from its competitors based on ________.

• service mix

• pricing

• product assortment

• store atmosphere

• distribution strategy

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

• cultural universals

• reference groups

• subcultures

• monocultures

• social networks