Exam 6: Business Markets and Business Buyer Behaviour

It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________.

Clusters of marketable groups of customers with similar likes,dislikes,lifestyles and purchase behaviours can be identified by multivariable segmentation systems that merge and analyse geographic,demographic,lifestyle and behavioural data.

Unilever sells six brands of laundry detergent,each designed for one of six laundry segments Unilever has identified.Together,these six brands take four times the market share of the company's closest rival.Which of the following is a disadvantage of Unilever's differentiated marketing strategy?

For market segments to be useful they must be measurable,accessible,substantial,differentiable and actionable.

Unlike many other hotel groups which develop different service offerings for different market segments,the Four Seasons group has elected to focus its marketing efforts on the luxury hotel market.As a result,the company has been able to achieve operational efficiencies in production,distribution and promotion,all of which translates into higher rates of return.The Four Seasons segmentation approach is best described as ________.

Many firms make an effort to identify smaller,better-defined target groups by using ________.

In general,a company should enter only segments in which it can ________ and ________.

By studying its less loyal buyers,a company can detect which brands are most ________ with its own.

Demographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

The Blue Mountains Retreat Centre is open to people of all religious faiths and is a place people can go to unwind from the stressful rigors of daily life.Which of the following is an example of a psychographic variable the owner of the retreat could use in its marketing strategy?

________ segmentation divides a market into groups based on variables such as education,religion and nationality.

For decades,Ocean Spray cranberry jelly has been on thousands of Christmas tables globally.Ocean Spray is working hard to implement other strategies to encourage consumers to use the product all year round.Ocean Spray is seeking to move beyond the limited ________ segmentation strategy it used in the past.

Which of the following is NOT one of the reasons a segment would be less attractive to a company?

The manufacturers of the stylish motor vehicle,Lexus,target wealthy consumers with similar needs and buying behaviours,even though the consumers are located in different countries.This is an example of ________.

Most marketing targeted at children,minorities or other special segments provides benefits to targeted consumers.

A company or store gains a(n)________ by differentiating its products and delivering more value.

When marketers at Unilever selected the Millennials,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which step in the process of designing a customer-driven marketing strategy?

Under what circumstances would local marketing likely be the most effective?

When choosing a target marketing strategy,many factors need to be considered.Which of the following does your text NOT mention as important?

________ segmentation divides a market into units such as nations,regions,states,municipalities,cities or neighbourhoods.