Exam 4: Segmentation,Targeting,and the Marketing Mix

What do you understand by 'utility' of a product?

According to the research of Stephan and Tannenholz,_____ are the most brand loyal group and require the least amount of promotion.

Which of the following is an example of a variable used in demographic segmentation?

People who might buy Muir Glen brand organic soups are vegetarians,people who want to try something different,people who like soup,people who don't have time to cook and people who worry about putting chemicals in their bodies.These various groups who may be in the market for Muir Glen soups are all examples of:

The _____ stage of the product life cycle is characterized by rapid market expansion,more and more customers,a decrease in total advertising expenditures as a percentage of total sales.

A(n)_____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.

What are the stages in a product life cycle? Discuss each stage in brief.

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles and industry sales reach a plateau.

To appeal to a new target market,the maker of Hill's coffee has changed the product's package design,reformulated the coffee,begun advertising price discounts in women's magazines and started distributing the product through gourmet coffee shops.What exactly has been changed?

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is using benefit segmentation.

According to the text,market segmentation is a two-step strategic process.The first step is to:

When the pharmaceutical companies began advertising directly to consumers,it was an example of ____.The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

The distribution and promotion cost in selective distribution tend to increase as the number of outlets gets limited.

Another name for manufacturer's brands is:

A marketer of Muir Glen brand organic soups would want to stimulate primary demand for its brand of soups.

Distinguish between primary demand and selective demand.

Distinguish between an individual brand,a family brand,a national brand and private labels.

A manufacturer of wax for snow skis must offer different versions of its product so that it will work in areas where the snow tends to be wet and heavy,in regions where the snow is hard-packed and in places where the snow is a fine powder.These modifications in response to regional differences are referred to as _____ segmentation.

Discuss importance of product differentiation with respect to perceptible differences,hidden differences,and induced differences.

What are business markets?