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Exam 4: Segmentation, Targeting, and the Marketing Mix

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Question 21

Multiple Choice

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Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets, and direct 911 wiring.

A) demographic
B) psychographic
C) diffused
D) geographic
E) psychological

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Question 22

Multiple Choice

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Drawing on almost 50 years of experience, Cotton Council International (CCI) , the export promotion arm of the National Cotton Council is devoted to expanding U.S. cotton exports by capitalizing on consumer preference for cotton fiber and its products. CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing. CCI uses:

A) indirect consumer marketing.
B) promotion equity.
C) scrambled promotion.
D) a push strategy.
E) a pull strategy.

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Question 23

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There is an ad for the Braun Oral-B Plaque Remover (an electric toothbrush) in an issue of Self magazine. The full-page ad encourages readers to try out the system and experience the feeling of truly clean teeth. To which type of market is the advertisement targeted? Briefly explain your answer.

What are business markets?

Market segmentation is a two-step strategic process, and the first step is to:

Purchase occasion is a psychographic variable used to segment consumer markets.

Before starting Pedigree Pajamas, the owner of the company realized that he was treating his dog as if it were a child and that a lot of his friends did the same thing. So in what he perceived as a dog-friendly environment, he launched a line of doggie pajamas-available from size 6 for Chihuahuas to size 30 for Great Danes. The ads for Pedigree Pajamas had to convince people that dogs slept better in pajamas. A product that has to create primary demand is more than likely in the _____ stage of the product life cycle.

What is marketing communications? What are the tools used in marketing communications?

What is the purpose of North American Industry Classification System (NAICS) codes?

What is the basic goal of any positioning strategy?

List the four variables used in behavioristic segmentation.

Advertisers use NAICS codes to obtain lists of companies for direct mailings.

Which of the following marketing activities most likely takes place in the business market?

The first step in market aggregation is to determine the primary demand trend within the targeted market.

Distribution and promotion costs in selective distribution tend to increase as the number of outlets is limited.

What is the product element?

The Visitors Bureau of Greenville, Mississippi, uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state. The message in this headline indicates the city is using _____ to attract tourists.

In the U.S., more than 40 percent of all retail sales are made through franchise outlets.

List the most important factors for advertising success.

A marketer of Kikkoman brand soy sauce would need to stimulate selective demand for its new line of low-sodium sauces.