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Exam 4: Targeting and the Marketing Mix

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Question 31

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Explain how the concept of shared characteristics relates to the marketing segmentation process.

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The concept of shared characteristics is...

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Question 32

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List the four most important variables used in behavioristic segmentation.

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Behavioral segments are determ...

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Question 33

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List the most important factors for advertising success.

Advertising for a movie that describes the film as a "family-filled riot of fun" is relying on benefit segmentation.

Mike Rowe is an actor and television host who is known for promoting individual initiative and the importance of blue-collar work.One of his business assets is his name.Royal Bobbles pays a fee to use Rowe's name and likeness on a bobblehead doll.The Mike Rowe Bobblehead is an example of

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.

Hard apple cider is making a comeback.Cider consumption is expected to hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider's drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?

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

Differences between products that are readily apparent are called position differences.

Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.

Once a company decides to use indirect rather than direct distribution,it must choose one of the three strategies of distribution.Discuss what each choice means in terms of product availability to final consumers.

Describe the use of push and pull strategies in different stages of the product life cycle.

Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths,lever door handles,roll-out shelves,raised toilets,and direct 911 wiring.

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

Distribution and promotion costs in selective distribution tend to increase as the number of outlets is limited.

In the health care industries,strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families.Plus,women use health services more frequently than men.If you are a health care provider,you would want to use _____ segmentation.

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

Purchase occasion is a psychographic variable used to segment consumer markets.

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.

In order to get the iPad ordered at retailers like Best Buy,Apple drove up demand through advanced advertising to consumers.Apple knew that consumer demand influences which products the tech retailers would carry.This was an example of