Exam 6: Market Segmentation and the Marketing Mix

Flour is a commodity just as a diamond is.But brand-name flour and a brand-name diamond are distinguishable from other,similar commodities and have more value as a result of:

The _____ for disposable washcloths with extra gentle baby wash built right in is first-time parents who have a good supply of discretionary income and who value their time more highly than they value their environment.

What are the two steps that make up the market segmentation process?

Marketing research indicates that almost 70 percent of all women drivers who have driven a particular car prefer it to any other car.Knowing that women make about 35 percent of all car purchases,what type of segmentation variable should this car manufacturer use while marketing this car?

What is another name for network marketing?

Psychographics enables marketers to view people as individuals with feelings and inclinations.

Through marketing research,an insurance company discovered that about 40 percent of its sales were initiated by current customers rather than company insurance agents.With this knowledge it used what kind of behavioristic segmentation variable to segment its market into policy holders and nonpolicy holders?

For which of the following products is its manufacturer most likely to use intensive distribution?

Distinguish between primary demand and selective demand

Another name for manufacturer's brands is:

One brand represents an image of dairy foods that are a trusted,healthy "part of your life,whatever your style." While all dairy products are considered healthy,this brand enhances its image by giving consumers a variety of choices in products and flavors,valuable information about eating right and staying fit,and by consistently producing the best-tasting,best-quality products in its region.This describes how the brand is:

Brand equity is the totality of what consumers,distributors,dealers,and competitors feel and think about a brand over an extended period of time.

When compared to consumer markets,business markets:

The difference between regular soups and organic soups is not readily visible.The organic brand differentiates itself by claiming to be 100 percent organic.This is an example of a:

The ad for a brand's products reads,"Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:

To reach people who love to hunt,marketers would use psychographic segmentation.

The _____ stage of the product life cycle is characterized by rapid market expansion,more and more customers,and a decrease in total advertising expenditures as a percentage of total sales.

The North American Industry Classification System (NAICS)codes:

Once a company decides to use indirect rather than direct distribution,it must choose one of the three intensities of distribution.Discuss what each choice means in terms of product availability to final consumers.

In October 2006,Wal-Mart Stores began a store segmentation process that will tailor merchandise in each store to its local consumer base.At the same time,Wal-Mart is going to modify its in-store network,Wal-Mart TV,to run different ads in separate store departments rather than the same ad storewide.In other words,individual stores will rely on _____ strategies.