Shared Flashcard Set

Details

marketing ch6
kotler
27
Marketing
01/10/2014

Additional Marketing Flashcards

 


 

Cards

Term
1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.
Definition
C) market targeting
Term
2) What are the four steps, in order, to designing a customer-driven marketing strategy?
Definition
C) market segmentation, targeting, differentiation, and positioning
Term
3) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs.
Definition
A) efficiently
B) effectively
Term
4) Even though several options are available at any one time, there ________ to segment a market.
Definition
B) is no single way
Term
5) Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.
Definition
A) geographic
Term
6) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?
Definition
D) demographic
Term
7) Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?
Definition
A) demographic
Term
8) Demographic variables are so frequently used in market segmentation because they ________.
Definition
D) are easy to measure in comparison to many other methods
Term
9) Marketers must be most careful to guard against which of the following when using age and life cycle segmentation?
Definition
B) stereotyping
Term
10) When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely using which type of segmentation?
Definition
B) gender
Term
11) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?
Definition
B) income
Term
12) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.
Definition
A) behavioral
Term
13) Many marketers believe that which of the following variables are the best starting point for building marketing segments?
Definition
A) behavioral
Term
14) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?
Definition
C) occasion
Term
15) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.
Definition
A) user status
Term
16) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.
Definition
B) loyalty status
Term
17) By studying its less loyal buyers, a company can detect which brands are most ________ its own.
Definition
A) competitive with
Term
18) Many firms make an effort to identify smaller, better-defined target groups by using ________.
Definition
C) multiple segmentation bases
Term
19) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.
Definition
E) brand personalities
Term
20) As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets.
Definition
C) benefits; buying behavior
Term
21) International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?
Definition
D) economic factors
Term
22) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________.
Definition
A) intermarket segmentation
Term
23) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.
Definition
A) measurable
Term
24) When a business market segment is large or profitable enough to serve, it is termed ________.
Definition
C) substantial
Term
25) When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.
Definition
D) actionable
Term
26) You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________.
Definition
D) differentiable
Term
27) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?
Definition
D) company values