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

Question 1

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?

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

Answer 1

B
Those generations after the baby boomers,such as Generation X tend to be disloyal to brands.Mary Kay now markets its products to foil that tendency.

Question 2

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 __________.

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

Answer 2

A
Segmentation descriptors identify the specific segmentation variables.

Question 3

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

Answer 3

True

Question 4

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

Question 5

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

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

Question 6

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

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 7

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

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 8

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

Question 9

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

Question 10

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

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