Advertisements for Softies tissues stress the product's resistance to shredding. Which of the following bases for positioning this product are the ads using?

Advertisements for Softies tissues stress the product's resistance to shredding. Which of the following bases for positioning this product are the ads using?

a. Product class
b. Price
c. Emotion
d. Attribute


Answer: D

Krunchies was originally marketed as children's cereal. However, after it began losing that market to sweeter cereals, such as Caramels, Krunchies' ads began targeting adults, stressing its high-fiber content. Which of the following is true about Krunchies?

Krunchies was originally marketed as children's cereal. However, after it began losing that market to sweeter cereals, such as Caramels, Krunchies' ads began targeting adults, stressing its high-fiber content. Which of the following is true about Krunchies?

a. Krunchies used product quality positioning to regain sales over Caramels.
b. Krunchies positioned itself against Caramels.
c. Krunchies successfully repositioned its cereal away from Caramels.
d. Krunchies used product class positioning to regain sales over Caramels.


Answer: c. Krunchies successfully repositioned its cereal away from Caramels.

Segmenting markets on the basis of personality, motives, lifestyles, and geodemographics is called ________ segmentation.

Segmenting markets on the basis of personality, motives, lifestyles, and geodemographics is called ________ segmentation.

a. geographic
b. psychographic
c. gender
d. ethnic


Answer: b. psychographic

Which of the following is a characteristic that is required for a group to be considered a market?

Which of the following is a characteristic that is required for a group to be considered a market?

a. A wide variety of products or services
b. Customer service
c. Advertising
d. Willingness to buy


Answer: d. Willingness to buy

______ segmentation is the process of grouping customers into market segments according to the value they seek from the product.

______ segmentation is the process of grouping customers into market segments according to the value they seek from the product.

a. Benefit
b. Demographic
c. Usage-rate
d. Geographic


Answer: a. Benefit

______ segmentation groups its market into a series of stages determined by a combination of age, marital status, and the presence or absence of children.

______ segmentation groups its market into a series of stages determined by a combination of age, marital status, and the presence or absence of children.

a. Family life cycle
b. Gender
c. Ethnic
d. Psychographic


Answer: a. Family life cycle

Which of the following is true of CRM?

Which of the following is true of CRM?

a. CRM systems, when personalized, cater to consumers' desire to be treated as individuals.
b. CRM systems require customers to spend more time making purchase decisions.
c. CRM systems are dependent on traditional mass-media approaches to marketing.
d. CRM is unlikely to experience much growth because it is a huge commitment for marketers.


Answer: a. CRM systems, when personalized, cater to consumers' desire to be treated as individuals.

Which of the following is an advantage of multiple-variable segmentation of a market?

Which of the following is an advantage of multiple-variable segmentation of a market?

a. The size of the segment increases as the number of variables increases.
b. It is simpler and easier to use than single-variable segmentation.
c. It is more precise than single-variable segmentation.
d. Usable secondary data are readily available.


Answer: c. It is more precise than single-variable segmentation.

Business customers who place an order with the first familiar supplier to meet product and delivery requirements are called _______.

Business customers who place an order with the first familiar supplier to meet product and delivery requirements are called _______.

a. augmenters
b. maximizers
c. satisficers
d. optimizers


Answer: c. satisficers

Segmenting markets by climate is an example of ________ segmentation.

Segmenting markets by climate is an example of ________ segmentation.

a. ethnic
b. geographic
c. income
d. family life cycle


Answer: b. geographic

Which of the following is an advantage of a multisegment targeting strategy?

Which of the following is an advantage of a multisegment targeting strategy?

a. It decreases the costs involved in product design, market research, and management.
b. It allows small firms to compete effectively with much larger firms.
c. It provides economies of scale in manufacturing and marketing.
d. It significantly reduces the risk of cannibalization.


Answer: c. It provides economies of scale in manufacturing and marketing.

A situation that occurs when sales of a new product cut into sales of a firm's existing products is known as _______.

A situation that occurs when sales of a new product cut into sales of a firm's existing products is known as _______.

a. diversification
b. cannibalization
c. segmentation
d. differentiation


Answer: b. cannibalization

Changing consumers' perceptions of a brand in relation to competing brands is known as _______.

Changing consumers' perceptions of a brand in relation to competing brands is known as _______.

a. satisficing
b. repositioning
c. diversifying
d. perceptual mapping


Answer: b. repositioning

______ segmentation divides a market by the amount of product bought or consumed, such as irregular users or heavy users.

______ segmentation divides a market by the amount of product bought or consumed, such as irregular users or heavy users.

a. Demographic
b. Usage-rate
c. Lifestyle
d. Benefit


Answer: b. Usage-rate

If a market segment reacts to a marketing mix differently than other segments, the criterion of ________ for successful segmentation is met.

If a market segment reacts to a marketing mix differently than other segments, the criterion of ________ for successful segmentation is met.

a. measurability
b. accessibility
c. responsiveness
d. substantiality


Answer: c. responsiveness

In the 1980s, home banking failed because not enough people owned personal computers. The banking industry's segmentation strategy failed because the criterion of ________ was not met.

In the 1980s, home banking failed because not enough people owned personal computers. The banking industry's segmentation strategy failed because the criterion of ________ was not met.

a. substantiality
b. measurability
c. identifiability
d. novelty


Answer: a. substantiality

Segmenting potential customers into neighborhood lifestyle categories is known as ________ segmentation.

Segmenting potential customers into neighborhood lifestyle categories is known as ________ segmentation.

a. geodemographic
b. benefit
c. usage-rate
d. family life cycle


Answer: a. geodemographic

A means of displaying, in two or more dimensions, the location of products, brands, or groups of products in customers' minds is called _______.

A means of displaying, in two or more dimensions, the location of products, brands, or groups of products in customers' minds is called _______.

a. rebranding
b. product differentiation
c. repositioning
d. perceptual mapping


Answer: d. perceptual mapping

By targeting its antidandruff shampoo to a narrowly defined market segment—people who have dandruff—the company has demonstrated the effective use of a(n) ________ strategy.

By targeting its antidandruff shampoo to a narrowly defined market segment—people who have dandruff—the company has demonstrated the effective use of a(n) ________ strategy.

a. one-to-one marketing
b. multisegment targeting
c. concentrated targeting
d. one-to-one marketing


Answer: c. concentrated targeting

To fulfill the ________ criterion of a segmentation scheme, a firm must be able to reach members of target markets with customized marketing mixes.

To fulfill the ________ criterion of a segmentation scheme, a firm must be able to reach members of target markets with customized marketing mixes.

a. measurability
b. identifiability
c. substantiality
d. accessibility


Answer: d. accessibility