Exam 4: Segmentation, Targeting, and the Marketing Mix

The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on:

With an administered vertical marketing system, one company owns multiple levels of the distribution or production channel.

Primary demand refers to consumer demand for a specific brand within a product category.

What is the utility of a product?

With _____, marketers group people by their values, attitudes, personality, and lifestyle.

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

With the common usage of laptops and tablets, large, bulky desktop computers have entered the _____ stage of the product life cycle and are being phased out by many computer firms.

Explain the target marketing process.

What is the second step in the market segmentation process? Discuss briefly.

When Hannah buys almond soap from a vendor at an arts and crafts show and the vendor that sells the soap is actually the person who made the soap from scratch, it is an example of:

Exclusive distribution is a strategy commonly used in the high fashion apparel industry.

What are the two steps that make up the market segmentation process?

Network marketing is also called pyramid marketing.

_____ is the pattern of attitudes and activities that help people modify their social and self-image.

Psychographics are useful in the marketing of all products because psychographic systems are, such as VALS, are easy to use.

Exchange is the traditional trading of values between two entities facilitated by marketing.

To reach people who love to hunt, markets would most likely use psychographic segmentation.

Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferrero Rocher chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift. This would be an example of:

A pizza restaurant buys fountain Coca-Cola, which it sells to its customers. The pizza restaurant is an example of a(n):

The sale of traditional brands of chocolate candy bars is declining. The manufacturers of candy have noticed that the demand for energy-boosters is up. As a result, they have introduced a new type of candy bar called "buzz bars." The new candy bars have 60 milligrams of caffeine, with taurine and B vitamins. The candy industry had to create _____ for buzz bars.