MARKETING CH 6: Customer Value-Driven Marketing Strategy: Creating

Questão 1 de 13

1

Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as __________.

Selecione uma das seguintes:

market targeting
positioning
differentiation
market segmenting
mass marketing

Explicação

Questão 2 de 13

1

Through its mobile Whopper Detour promotion, Burger King offered discounted Whoppers to people close to a competing McDonald's restaurant. This is an example of which of the following?

Selecione uma das seguintes:

Hyperlocal social marketing
Demographic segmentation
Gender-neutral marketing
Occasion marketing
User status segmentation

Explicação

Questão 3 de 13

1

H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ________ variables.

Selecione uma das seguintes:

geographic
behavioral
demographic
psychographic
universal

Explicação

Questão 4 de 13

1

User status, usage rate, and loyalty status are examples of which type of segmentation variable?

Selecione uma das seguintes:

Demographic segmentation
Psychographic segmentation
Geographic segmentation
Behavioral segmentation
Economic segmentation

Explicação

Questão 5 de 13

1

The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as _________.

Selecione uma das seguintes:

demographic segmentation
behavioral segmentation
Intermarket segmentation
geographic segmentation
lifestyle segmentation

Explicação

Questão 6 de 13

1

The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as __________.

Selecione uma das seguintes:

accessible
differentiable
measurable
actionable
substantial

Explicação

Questão 7 de 13

1

In 2015 Target eliminated its "pink" and "blue" aisles, and it now sells lines such as a collection of back-to-school clothing, accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of marketing?

Selecione uma das seguintes:

Income
Hyperlocal
Lifestyle
Gender-neutral
Age and life-cycle

Explicação

Questão 8 de 13

1

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.

Selecione uma das seguintes:

psychographic
income
demographic
age and life-cycle
occasion

Explicação

Questão 9 de 13

1

When a company engages in ________marketing it ignores market segment differences and targets the whole market with one offer.

Selecione uma das seguintes:

segmented
concentrated
mass
differentiated
niche

Explicação

Questão 10 de 13

1

Which type of market-coverage strategy involves targeting several market segments and designing separate offers for each?

Selecione uma das seguintes:

Micromarketing
Undifferentiated marketing
Concentrated marketing
Niche marketing
Differentiated marketing

Explicação

Questão 11 de 13

1

Which value proposition offers not only higher quality, but also confers prestige upon the buyer?

Selecione uma das seguintes:

Less for much less
More for more
The same for less
More for less
More for the same

Explicação

Questão 12 de 13

1

Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?

Selecione uma das seguintes:

Channel differentiation
People differentiation
Image differentiation
Product differentiation
Services differentiation

Explicação

Questão 13 de 13

1

If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _______

Selecione uma das seguintes:

distinctive
superior
profitable
preemptive
affordable

Explicação

Questão 14 de 13

1

What is market segmentation?

Selecione uma das seguintes:

Evaluating each market segment's attractiveness and selecting one or more market segments to enter
Marketing to a mass market of homogenous buyers
Differentiating the firm's market offering to create superior customer value
Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

Explicação

Questão 15 de 13

1

____ involves differentiating a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Selecione uma das seguintes:

Targeting
Undifferentiated marketing
Intermarket segmentation
Positioning
Segmenting

Explicação

Questão 16 de 13

1

________ is the act of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

Selecione uma das seguintes:

Positioning
Hyperlocal social marketing
Differentiation
Market segmentation
Market targeting

Explicação

Questão 17 de 13

1

Once segments have been identified, market ________ evaluates each segment's attractiveness and selects one or more to serve.

Selecione uma das seguintes:

differentiation
micromarketing
targeting
segmentation
positioning

Explicação

Questão 18 de 13

1

In addition to segmentation and targeting, there are two other major steps in designing a customer value-driven market strategy: seeks to create superior customer value in the mind of the consumer, and seeks to firmly place the market offering in the minds of target customers.

Selecione uma das seguintes:

differentiation; segmentation
differentiation; positioning
positioning; segmentation
positioning; target marketing
positioning; differentiation

Explicação

Questão 19 de 13

1

What are the four major steps in designing a customer value-driven marketing strategy, in the correct sequence?

Selecione uma das seguintes:

Positioning, market segmentation, market targeting, and differentiation
Market targeting, market segmentation, differentiation, and positioning
Market segmentation, differentiation, market targeting, and positioning
Market segmentation, market targeting, differentiation, and positioning
Market segmentation, market targeting, positioning, and differentiation

Explicação

Questão 20 de 13

1

Major variables used to segment consumer markets include which of the following?

Selecione uma das seguintes:

Geographic, demographic, psychographic, and psychological
Ethnicity, geographic, gender, and income
Income, gender, age, and ethnicity
Income, age, geographic, and lifestyle
Geographic, demographic, psychographic, and behavioral

Explicação

Questão 21 de 13

1

Which of the following describes the variables that marketers use to segment business markets that differ from the variables used to segment consumer markets?

Selecione uma das seguintes:

Operating characteristics, purchasing approaches, pricing, and demographics
Operating characteristics, purchasing approaches, situational factors, and demographics
Operating characteristics, geography, situational factors, and pricing
Operating characteristics, purchasing approaches, situational factors, and geography
Operating characteristics, purchasing approaches, situational factors, and personal characteristics

Explicação

Questão 22 de 13

1

There are four major variables that might be used in segmenting consumer markets. Those major variables are ________ variables.

Selecione uma das seguintes:

geographic, demographic, economic, and behavioral
geographic, demographic, psychographic, and behavioral
geographic, demographic, political, and economic
geographic, demographic, cultural, and behavioral
geographic, demographic, psychographic, and political

Explicação

Questão 23 de 13

1

The explosion in the men's personal care industry, with many cosmetics brands now successfully marketing men's lines is an example of ________ segmentation.

Selecione uma das seguintes:

age and life-cycle
.
income
gender
behavioral
psychographic

Explicação

Questão 24 de 13

1

Although business marketers use many of the same variables to segment their markets, they also use some additional variables, which include all of the following EXCEPT ________.

Selecione uma das seguintes:

management factors
purchasing approaches
customer operating characteristics
personal characteristics
situational factors

Explicação

Questão 25 de 13

1

When effective programs can be designed for attracting and serving market segments, these segments are ________.

Selecione uma das seguintes:

differentiable
substantial
accessible
measurable
actionable

Explicação

Questão 26 de 13

1

To target the best market segments, the company first evaluates various factors related to market attractiveness. Of the following, which is NOT one of those factors?

Selecione uma das seguintes:

Evaluation of each segment's structural attractiveness
Evaluation of each segment's size characteristics
Evaluation of each segment's growth characteristics
Compatibility with company mission and vision
Compatibility with company objectives and resources

Explicação

Questão 27 de 13

1

In which targeting strategy does a firm go after a large share of one or a few smaller segments?

Selecione uma das seguintes:

Differentiated marketing
Undifferentiated marketing
Mass marketing
Micromarketing
Concentrated marketing

Explicação

Questão 28 de 13

1

To determine which market segments to target and serve, the company first evaluates which of the following for each segment?

Selecione uma das seguintes:

Size and growth characteristics and compatibility with company objectives and resources only
Size and growth characteristics only
Compatibility with company objectives and resources only
Size and growth characteristics, structural attractiveness, and compatibility with company objectives and resources
Size and growth characteristics and structural attractiveness only

Explicação

Questão 29 de 13

1

One important consideration in using a differentiated targeting strategy is that _______.

Selecione uma das seguintes:

it can increase costs
focusing on what is common in consumers can potentially appeal to the largest number of buyers
the demand for customized products is decreasing
serving one or a few smaller segments can limit sales
it is easier for the company because it only needs to manage one market offering

Explicação

Questão 30 de 13

1

Firms with limited resources often target a market niche that is either ignored or unimportant to larger firms. This represents a(n) _______ strategy.

Selecione uma das seguintes:

differentiated marketing
undifferentiated marketing
micromarketing
mass marketing
concentrated marketing

Explicação

Questão 31 de 13

1

Which factor would make a target segment more attractive?

Selecione uma das seguintes:

Contains many strong competitors
Buyers have strong bargaining power relative to sellers
Many possible substitute products exist
Challenging for new entrants to come into the segment
Contains powerful suppliers

Explicação

Questão 32 de 13

1

Which of the following is NOT one of the specific ways in which companies can differentiate their market offerings?

Selecione uma das seguintes:

Product differentiation
Image differentiation
Services differentiation
Channel differentiation
Competitor differentiation

Explicação

Questão 33 de 13

1

The _____________ is a brand's full positioning or the full mix of benefits on which the brand is positioned.

Selecione uma das seguintes:

value proposition
brand's personality and voice
differentiation strategy
target marketing strategy
positioning map

Explicação

Questão 34 de 13

1

Once a company has decided which segments to enter, it must decide on its ________ strategy.

Selecione uma das seguintes:

positioning and differentiation
channel and distribution
advertising and sales promotion
financial and revenue
sales and marketing

Explicação

Questão 35 de 13

1

Which type of positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs?

Selecione uma das seguintes:

More for more
More for less
Less for much less
The same for less
More for the same

Explicação

Questão 36 de 13

1

The full positioning of a brand is called the brand's ________, which is the full mix of benefits on which a brand is differentiated and positioned.

Selecione uma das seguintes:

benefit proposition
differentiation statement
overall brand strategy
value proposition
positioning statement

Explicação

Questão 37 de 13

1

What are perceptual positioning maps used for?

Selecione uma das seguintes:

To implement a particular positioning strategy
To show consumer perceptions of different brands on important buying dimensions
To show consumer perceptions of an individual brand on important buying dimensions
To find where to best position a product on a store shelf
To compare a company's profitability with the profitability of competitors

	Criado por itachi uchiha quase 2 anos atrás

EXAM PREP CHAPTER 6

MARKETING CH 6: Customer Value-Driven Marketing Strategy: Creating

Questão 1 de 13

Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as​ __________.

Selecione uma das seguintes:

Explicação

Questão 2 de 13

Through its mobile Whopper Detour​ promotion, Burger King offered discounted Whoppers to people close to a competing​ McDonald's restaurant. This is an example of which of the​ following?

Selecione uma das seguintes:

Explicação

Questão 3 de 13

​H2Coast, an automobile​ manufacturer, produces​ fuel-efficient hybrid vehicles that are targeted toward​ high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on​ ________ variables.

Selecione uma das seguintes:

Explicação

Questão 4 de 13

User​ status, usage​ rate, and loyalty status are examples of which type of segmentation​ variable?

Selecione uma das seguintes:

Explicação

Questão 5 de 13

The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as​ _________.

Selecione uma das seguintes:

Explicação

Questão 6 de 13

The type of segment characteristic in which the​ size, purchasing​ power, and profiles of the segments can be quantified is known as​ __________.

Selecione uma das seguintes:

Explicação

Questão 7 de 13

In 2015 Target eliminated its​ "pink" and​ "blue" aisles, and it now sells lines such as a collection of​ back-to-school clothing,​ accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of​ marketing?

Selecione uma das seguintes:

Explicação

Questão 8 de 13

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation.

Selecione uma das seguintes:

Explicação

Questão 9 de 13

When a company engages in​ ________marketing it ignores market segment differences and targets the whole market with one offer.

Selecione uma das seguintes:

Explicação

Questão 10 de 13

Which type of​ market-coverage strategy involves targeting several market segments and designing separate offers for​ each?

Selecione uma das seguintes:

Explicação

Questão 11 de 13

Which value proposition offers not only higher​ quality, but also confers prestige upon the​ buyer?

Selecione uma das seguintes:

Explicação

Questão 12 de 13

Amazon is now promising​ same-day pick-up of goods as well as local secure​ pick-up points. What point of differentiation is​ this?

Selecione uma das seguintes:

Explicação

Questão 13 de 13

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _______

Selecione uma das seguintes:

Explicação

Questão 14 de 13

What is market​ segmentation?

Selecione uma das seguintes:

Explicação

Questão 15 de 13

____ involves differentiating a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Selecione uma das seguintes:

Explicação

Questão 16 de 13

​________ is the act of dividing a market into distinct groups of buyers who have different​ needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

Selecione uma das seguintes:

Explicação

Questão 17 de 13

Once segments have been​ identified, market​ ________ evaluates each​ segment's attractiveness and selects one or more to serve.

Selecione uma das seguintes:

Explicação

Questão 18 de 13

Selecione uma das seguintes:

Explicação

Questão 19 de 13

What are the four major steps in designing a customer​ value-driven marketing​ strategy, in the correct​ sequence?

Selecione uma das seguintes:

Explicação

Questão 20 de 13

Major variables used to segment consumer markets include which of the​ following?

Selecione uma das seguintes:

Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as __________.

Through its mobile Whopper Detour promotion, Burger King offered discounted Whoppers to people close to a competing McDonald's restaurant. This is an example of which of the following?

H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ________ variables.

User status, usage rate, and loyalty status are examples of which type of segmentation variable?

The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as _________.

The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as __________.

In 2015 Target eliminated its "pink" and "blue" aisles, and it now sells lines such as a collection of back-to-school clothing, accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of marketing?

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.

When a company engages in ________marketing it ignores market segment differences and targets the whole market with one offer.

Which type of market-coverage strategy involves targeting several market segments and designing separate offers for each?

Which value proposition offers not only higher quality, but also confers prestige upon the buyer?

Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?

If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _______

What is market segmentation?

____ involves differentiating a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

________ is the act of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

Once segments have been identified, market ________ evaluates each segment's attractiveness and selects one or more to serve.

What are the four major steps in designing a customer value-driven marketing strategy, in the correct sequence?

Major variables used to segment consumer markets include which of the following?

Which of the following describes the variables that marketers use to segment business markets that differ from the variables used to segment consumer markets?

There are four major variables that might be used in segmenting consumer markets. Those major variables are ________ variables.

The explosion in the men's personal care industry, with many cosmetics brands now successfully marketing men's lines is an example of ________ segmentation.

Although business marketers use many of the same variables to segment their markets, they also use some additional variables, which include all of the following EXCEPT ________.

When effective programs can be designed for attracting and serving market segments, these segments are ________.

To target the best market segments, the company first evaluates various factors related to market attractiveness. Of the following, which is NOT one of those factors?

In which targeting strategy does a firm go after a large share of one or a few smaller segments?

To determine which market segments to target and serve, the company first evaluates which of the following for each segment?

One important consideration in using a differentiated targeting strategy is that _______.

Firms with limited resources often target a market niche that is either ignored or unimportant to larger firms. This represents a(n) _______ strategy.

Which factor would make a target segment more attractive?

Which of the following is NOT one of the specific ways in which companies can differentiate their market offerings?

The _____________ is a brand's full positioning or the full mix of benefits on which the brand is positioned.

Once a company has decided which segments to enter, it must decide on its ________ strategy.

Which type of positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs?

The full positioning of a brand is called the brand's ________, which is the full mix of benefits on which a brand is differentiated and positioned.

What are perceptual positioning maps used for?