Exam 6: Business Markets and Business Buyer Behaviour

Marketers of automobiles,clothing,cosmetics,financial services and travel are most likely to use which of the following types of segmentation?

When competitors use differentiated or concentrated marketing,________ marketing can be disastrous.

Today,the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

Though the use of mass marketing has been widespread,for centuries consumers were served as individuals as businesses practiced individual marketing.

Using concentrated marketing,the marketer goes after a ________ share of ________.

What is the following statement an example of? 'To families concerned about safety,Volvo offers a vehicle with state-of-the-art safety features and stylish design that give you peace of mind when driving.'

When an effective program can be designed for attracting and serving a chosen segment,the segment is best described as ________.

Cigarette,beer and fast-food marketers have generated much controversy in recent years by their attempts to target ________.

Advertising guru,Rosser Reeves,believed that firms should develop a USP for each brand and stick to it.What does USP stand for?

A market rarely exists for products that offer less and therefore cost less.

Markets can be segmented into groups of nonusers,ex-users,potential users,first-time users and regular users of a product.This method of segmentation is called ________.

Some critics of marketing and market segmentation have called for a complete ban on advertising to children.

MTV targets the world's teenagers,who have similar needs and buying behaviour even though they are located in different countries.This is called ________ segmentation.

When a company identifies the parts of the market it can serve best and most profitably,it is practicing ________.

When it first opened for business,Home Depot claimed to offer better products at lower prices.This hard-to-sustain value proposition is called ________.

An exercise equipment company produces exercise equipment designed for people with back injuries.Since this is a small market largely ignored by other exercise equipment makers,this equipment manufacturer is engaged in ________ marketing.

The over-55-year-old baby boomers share common needs with respect to entertainment,music and performers.When a music company decides to serve this group,the group is called a(n)________.

________ differentiation can be created through features,performance,consistency,durability and reliability.

Consumers can show their allegiance to brands,stores or companies.Marketers can use this information to segment consumers by ________.

Because there is such variation among the economies of countries around the world,it is not practical to segment international markets on the basis of economic factors.