Exam 6: Business Markets and Business Buyer Behaviour

LaGrange Florists segments markets into groups of nonusers,ex-users,potential users,first-time users and regular users of its flowers and services.This firm uses usage rate as the segmentation approach.

When Pacific Fisheries groups its customers as countries by regions such as Asia,Australia or New Zealand,it is using which segmenting base?

In target marketing,the issue is not really who is targeted,but rather ________ and for ________.

A segmentation study of people who would be interested in subscribing to a cooking magazine discovered three distinct groups of potential subscribers: (1)those who wanted to cook the same foods their mothers cooked for them; (2)those who wanted to learn about the latest cooking trends and fads;and (3)those who were interested in learning about a variety of different international cuisines and exotic ingredients.This magazine discovered its market can be segmented using ________ variables.

Few people can afford the best in everything they buy.At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case,a consumer would purchase a product positioned with a ________ strategy.

Which of the following positioning strategies is most likely to be difficult to sustain in the long run?

Through market segmentation,companies divide large,heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs.

In some parts of remote Australia,notably northern Western Australia and parts of the Northern Territory,consumers live in districts that are not able to receive a radio or TV signal,do not have access to broadband and where newspapers are only delivered occasionally.Even though these consumers may have clearly articulated needs and disposable incomes,from a marketing standpoint,they are difficult to target because they are NOT ________.

The most attractive market segments are likely to be ________.

'Less for much less' positioning involves charging a ________ price for lower costs or less benefits.

A brand's value proposition is the full mix of benefits upon which the brand is ________ and positioned.

Which of the following is the narrowest strategy?

When a company chooses a target marketing strategy,its choices are influenced by factors related to company resources,the degree of product variability and the product's life-cycle stage.

A marketing organisation or market offer can be differentiated along lines of product,services,________ and image.

A Pet Supplies firm divides the pet market according to the owners' race,occupation,income and family life-cycle.What type of segmentation does it use?

Business and consumer marketers use the same set of variables to segment their markets.

Shampoo marketers rate buyers as light,medium or heavy product users.This is ________ segmentation.

________ marketers may send tailor-made deceptive messages directly to the computers of millions of unsuspecting consumers despite spam filters and government legislation.

What are the four steps,in order,to designing a customer-driven marketing strategy?

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.