If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.
A) switchers
B) shifting loyals
C) split loyals
D) hard-core loyals
E) antiloyals
Answer: C
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Marketing Management Chapter 8
- With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
- The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.
- When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________.
- All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.
- Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.
- Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a single sized bottle with the advertising theme "Coke is it," is an example of ________ marketing.
- General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and personality. This is an example of ________ marketing.
- In ________ marketing, the firm operates in several market segments and designs different products for each segment.
- If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.
- In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.
- Which of the following statements is true about the five forces identified by Michael Porter, that determine the intrinsic long-run attractiveness of a market or market segment?
- If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.
- To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.
- In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________.
- If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which of the following steps of the segmentation process?
- According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.
- In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable.
- In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.
- If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process.
- During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?
- A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.
- A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.
- A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
- A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
- A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.