Exam 6: Market Segmentation and the Marketing Mix

When a manufacturer of orange juice introduced lemonade,it used private labeling.

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles,so industry sales reach a plateau.

Booklets,catalogs,brochures,sales kits,and annual reports can be called bilateral materials.

Purchase decisions in the business market are often made on the basis of _____; business marketers should emphasize these issues in their promotional appeals.

In a recent television show,a police officer tried to interest his co-workers in selling vitamins.He was an independent distributor of a vitamin manufacturer.His job was to recruit other salespeople and encourage them to recruit their friends to sell the vitamins.The police officer was involved in:

A marketer of an organic soap completely free of animal ingredients,colors,and fragrances would want to stimulate selective demand for its brand of soap.

Demographic segmentation would most likely be used to sell a doll designed to embody the image of a proper Muslim woman.

Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.

List in order the four major stages in the product life cycle.

Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths,lever door handles,roll-out shelves,raised toilets,and direct 911 wiring.

With _____,marketers group people by their values,attitudes,personality,and lifestyle.

If the supply of a product is static but the demand for it decreases,the price tends to rise.

There are many different brands of soup and soup mixes on the shelves of most supermarkets.A manufacturer of organic soup would like to create _____ so that its customers will perceive why it is a better brand of soup than all the rest on the market.

While other Florida cities are trying to prevent college students from invading their beaches,the Panama City Beach Convention & Visitors Bureau is tempting college students from the U.S.and Canada to hit its beaches for Spring Break 2006.What segmentation variables are most obviously being used in this strategy?

A visitor's guide uses an ad with the following headline: "Join some others who got inspired here," and then lists the famous authors that came from this area of the state ending with a "your name here" blank.The message in this headline indicates the city is using _____ to attract tourists.

Which of the following statements about the target marketing process is true?

List the four variables used in behavioristic segmentation.

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

Over the past decade,brands that were once available exclusively to the wealthiest among us have created more affordable product extensions,giving a far broader range for consumers who want to taste the good life.Jaguar,for instance,recently launched its X-type sedan,which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury.By marketing to people who desire a luxurious lifestyle,Jaguar is using:

Several new editions of a book targeted at various market segments have recently been published.The majority were published by a publisher who identified the needs and wants of various groups of people and discovered that most wanted a book that more closely related to their own personal lives and interests.The publisher uncovered a(n)_____ demand.