Exam 6: Market Segmentation and the Marketing Mix

_____ establishes a face-to-face situation in which the marketer can learn firsthand about customer wants and needs,and customers find it harder to say no.

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.

Brand equity refers to the totality of what consumers,distributors,dealers,and competitors feel and think about a brand over an extended period of time.

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 North American Industry Classification System (NAICS)codes:

What are the limitations of psychographic segmentation methods?

A fast food restaurant buys the liquid concentrate used to make fountain drinks from a supplier.Then,it sells the reconstituted drink to its customers.The restaurant is an example of a(n)_____.

Consumer demand for a whole product category and not just the company's own brand is called _____ demand.

In terms of user status,discount users choose one brand exclusively.

The difference between regular soup and organic soup is not readily visible.The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers.This is an example of a(n)_____.

Marketers can obtain lists of companies in particular NAICS divisions for direct mailings.

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 is true about resellers?

The price of goods is not influenced by the costs of production and distribution.

The process of market segmentation is a three-step process that begins with planning and ends with market identification.

In the case of _____,retail dealers pay a fee to operate under the guidelines and direction of the parent company or manufacturer.

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

List the four major stages in the product life cycle.

In terms of user status,_____ are the most brand loyal and require the least amount of promotion.

The _____ process determines the content,look,and feel of product advertisements.