Exam 6: Business Markets and Business Buyer Behaviour

'More for more' positioning involves charging a ________ price for higher costs or more benefits.

________ marketing tailors brands and promotions to the needs and wants of specific cities,neighbourhoods and even stores.

The Restaurant and Catering Association of Australia (RCAA)recently carried out a segmentation analysis of the fine dining segment.This analysis revealed five distinct segments based on a number of key dining-out motivations including: (1)Convenience\ease Networking for business.A summary profile of the largest segment reads as follows: 'This segment,known as category advocates,accounts for 36 per cent of all those who dine at fine restaurants.They have a pragmatic attitude to dining out,appreciate dining out,exhibit frequent dining out behaviour,seek value,do not need a reason to dine out and instead are often involved in informal dining occasions'.The RCAA's segmentation analysis is most likely to be based on which approach?

To encourage responsible advertising,the Australian Association of National Advertisers (AANA)publishes a ________.

Your firm has decided to localise its products and services to meet local market demands.A good approach to use would be ________ segmentation.

The division of buyers into groups based on their knowledge,attitudes,uses or responses to a product is ________ segmentation.

As You Like It Ltd customises its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

The move toward individual marketing mirrors the trend in consumer ________.

Gender segmentation has long been used in clothing,cosmetics,toiletries and magazines.

Using ________,companies tailor their marketing programs to the needs and wants of narrowly defined geographic,demographic,psychographic,behaviour or benefit segments.

Your assignment at work is to divide buyers into different groups based on social class,lifestyle and personality characteristics.After a planning session with the marketing and sales staff,you issue a memo to upper management recommending psychographic segmentation.You are right on target.

Consumers position products in their minds in order to simplify the buying process.

________ segmentation divides a market into groups according to occasions when buyers get the idea to buy,make a purchase or use a product.

A product's position is based on important attributes as perceived by ________.

Unilever,a company active in the cosmetics and toiletries market,is most likely primarily using which type of segmentation with its Lynx product?

Your current assignment at York Foods is to find the major benefits people look for in product classes,the kinds of people who look for each benefit and the major brands that deliver each benefit.What is this segmentation method called?

A family owns and operates two retail stores,one in Newtown and one in Oldtown.Although the towns are only 40 miles apart,the consumers at both stores are very different demographically.The owners alter the product offerings between both locations in an effort to cater to both demographic groups.This is an example of ________.

ByTheWay Ventures chose a differentiated marketing strategy.The company had to weigh ________ against ________ when selecting this strategy.

The answer to the customer's question,'Why should I buy your brand?' is found in the ________.

When firms use symbols,colours or characters to convey their personalities,they are using ________ differentiation.