Question 1

Mary Kay's seeking consultants who fit the segmentation of the target market is a form of product user positioning.

Accepted Answer

A) True 
 B)False  True

Question 2

From reading the Mary Kay case,which of the following would be the least important in its approach to one-to-one marketing?

Accepted Answer

A)  loyalty 
B)  technology 
C)  personalization 
D)  time-savings 
E)  none of the above 
A)  loyalty 
B)  technology 
C)  personalization 
D)  time-savings 
E)  none of the above B

Question 3

The marketing that exists between Mary Kay and its consultants is not B2B.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following segmentations are probably least important to Mary Kay?

Accepted Answer

A)  ethnic 
B)  gender 
C)  age 
D)  family life cycle 
E)  none of the above 
A)  ethnic 
B)  gender 
C)  age 
D)  family life cycle 
E)  none of the above

Question 5

By designing its products to vary,to seem "new" in shade,scent,forms,even packaging,Mary Kay is counteracting which aspect of a younger generation of users?

Accepted Answer

A)  skepticism 
B)  disloyalty to brands 
C)  less income 
D)  the desire for an "experience" 
E)  all of the above 
A)  skepticism 
B)  disloyalty to brands 
C)  less income 
D)  the desire for an "experience" 
E)  all of the above

Question 6

Unlike other companies,Mary Kay must compete with other direct-selling firms for ____________ from a business-to-business perspective.

Accepted Answer

A)  beauty care product customers 
B)  the same demographic segments 
C)  a largely female demographic 
D)  its beauty consultants 
E)  none of the above 
A)  beauty care product customers 
B)  the same demographic segments 
C)  a largely female demographic 
D)  its beauty consultants 
E)  none of the above

Question 7

Mary Kay recognizes geographic and ethnic segmentation.It also sees most women as having similar preferences.These would probably lead to what strategy?

Accepted Answer

A)  Continue to create product lines specifically for each target market. 
B)  Produce makeup and the like in the most uniform way possible because women tend not to recognize cultural differences when it comes to beauty care projects. 
C)  Treating customers in different countries as reference groups. 
D)  Pursue a geodemographic segments to target women in even smaller, more diverse markets. 
E)  Produce products with the same formulations yet intensify marketing to individual cultures and the like. 
A)  Continue to create product lines specifically for each target market. 
B)  Produce makeup and the like in the most uniform way possible because women tend not to recognize cultural differences when it comes to beauty care projects. 
C)  Treating customers in different countries as reference groups. 
D)  Pursue a geodemographic segments to target women in even smaller, more diverse markets. 
E)  Produce products with the same formulations yet intensify marketing to individual cultures and the like.

Question 8

Mary Kay relies on consultants and direct-selling,which is essentially one-to-one marketing.

Accepted Answer

A) True 
 B)False

Question 9

When a Mary Kay identifies and focuses on the younger age of its largely female clientele,their unlimited earning power,their preferences for certain product lines,and the like,it is looking at __________.

Accepted Answer

A)  segmentation descriptors 
B)  target market variables 
C)  evoked sets 
D)  consideration sets 
E)  optimizers 
A)  segmentation descriptors 
B)  target market variables 
C)  evoked sets 
D)  consideration sets 
E)  optimizers

Question 10

Mary Kay is not only vulnerable to losing a younger generation of consultants to direct-sellers like itself.

Accepted Answer

A) True 
 B)False

Exam 42: Mary Kay Inc: Taps into a Changing Demographic

Mary Kay's seeking consultants who fit the segmentation of the target market is a form of product user positioning.

From reading the Mary Kay case,which of the following would be the least important in its approach to one-to-one marketing?

The marketing that exists between Mary Kay and its consultants is not B2B.

Which of the following segmentations are probably least important to Mary Kay?

By designing its products to vary,to seem "new" in shade,scent,forms,even packaging,Mary Kay is counteracting which aspect of a younger generation of users?

Unlike other companies,Mary Kay must compete with other direct-selling firms for ____________ from a business-to-business perspective.

Mary Kay recognizes geographic and ethnic segmentation.It also sees most women as having similar preferences.These would probably lead to what strategy?

Mary Kay relies on consultants and direct-selling,which is essentially one-to-one marketing.

When a Mary Kay identifies and focuses on the younger age of its largely female clientele,their unlimited earning power,their preferences for certain product lines,and the like,it is looking at __________.

Mary Kay is not only vulnerable to losing a younger generation of consultants to direct-sellers like itself.

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Consumer Decision Making

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Business Marketing

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Segmenting and Targeting Markets

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Developing and Managing Products

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Marketing Channels and Retailing

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Personal Selling and Sales Management

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