Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

What are the limitations of psychographic segmentation methods?

Psychographics enables marketers to view people as individuals with feelings and inclinations.

The major activities of the _____ element of a marketing mix include the way the good or service is designed and classified, positioned, branded, and packaged.

Which of the following statements about the target marketing process is true?

Which of the following products should be exclusively distributed?

What are perceptible, hidden, and induced differences between products?

A manufacturer of a popular brand of orange juice introduces lemonade under the same brand name. This is known as private labeling.

The _____ stage of the product life cycle is characterized by rapid market expansion as more and more customers, stimulated by mass advertising and word of mouth, make their first, second, and third purchases.

According to Stephan and Tannenholz, what are the six categories of consumers based on user status? Briefly describe them. A.A different advertising message could help, but these people rarely offer much potential.Trial/rejectors responded to Brand A's IMC messages but did not like the product.More promoting will not help; only a reformulation of Brand A will bring them back.Repertoire users perceive two or more brands to have superior attributes and will buy at full price.They are the primary brand switchers and respond to persuasive information based on their fluctuating wants and desires. B.They do not buy Brand A at full price but will consider buying it at a discount.Aware nontriers use competitive products in the category but have not taken a liking to Brand

VALS, a psychographic segmentation scheme, divides consumers into eight psychological categories, including "I am driven" (motto: nothing ventured, nothing gained) and "I measure twice" (motto: an ounce of prevention).

Free samples and premiums are linked to the communications function of the marketing mix and not the product element.

When a company uses a(n) _____ brand, it markets different products under the same umbrella name.

A manufacturer of wax for snow skis offers different versions of its product so that it is suitable for areas where the snow tends to be wet and heavy, in regions where the snow is packed, and in places where the snow is a fine powder. This is an example of _____ segmentation.

Which of the following types of marketing communication is similar to taking the store to the customer?

A home building company specializes in constructing houses for old people. The houses are constructed with doors wide enough for wheelchairs to pass through, lever-operated door handles, roll-out shelves, and raised toilet seats. Which of the following types of market segmentation does this company employ?

The purpose of VALS, a _____ segmentation system, is to help marketers identify whom to target, uncover what the target group buys and does, locate where concentrations of the target group live, identify how best to communicate with them, and gain insight into why the target group behaves the way it does.

_____ segmentation enables marketers to view people as individuals with feelings and inclinations.

Which of the following is the first step of the market segmentation process?

Which of the following is an example of publicity?

During the _____ phase of the product life cycle, the company incurs considerable costs for educating customers, building widespread dealer distribution, and encouraging demand.