Exam 7: Segmentation, Target Marketing, and Positioning

Which statement is NOT true about the Hispanic American segment?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

When marketers at P&G selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

BMW allows customers to design their own vehicles from a set of options at BMW's website. What is this called?

How do marketing organizations benefit from cultural diversity?

How do marketers use the assumption that "birds of a feather flock together"?

The group of American consumers born between 1979 and 1994 is often called ________.

A mass marketing approach involves more advertising costs than a target marketing approach does.

Baby Boomers ________.

Which of the following is NOT part of a target marketing strategy?

In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher proportion of their income on non-discretionary items.

Using the strategy of ________, marketers give badges to reward consumers who have progressed through an application or activity.

Gamification refers to market segmentation using video gaming as a lifestyle.

Technological and cultural advances contribute to market fragmentation.

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

If Sam describes Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ________.

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

The direct cause of market fragmentation is the large number of new technological products introduced annually.

The cosmetics giant L'Oreal offers several product lines at a variety of prices. It targets the luxury market with its brand Helena Rubinstein, while less expensive offerings such as Elseve are targeted to large department stores and discounters. Is this practice a differentiated targeting strategy or an undifferentiated targeting strategy? Explain your answer.