Exam 6: Market Segmentation and the Marketing Mix

When Hannah buys almond soap from a vendor at an arts and crafts show,and the vendor actually made the soap from scratch,the purchase was made through a(n)_____ distribution channel.

One company manufactures sweatshirts that,according to ad testimonials,"capture the essence of a cat and the heart of its owner." This company is using _____ segmentation to market its shirts.

Before starting a canine clothing company,its owner realized that he was treating his dog as if it were a child and that a lot of his friends did the same thing.So in what he perceived as a dog-friendly environment,he launched a line of doggie pajamas-available from size 6 for Chihuahuas to size 30 for Great Danes.The ads for the pajamas had to convince people that dogs slept better in pajamas.A product that has to create primary demand is more than likely to be in the _____ stage of the product life cycle.

As part of the planning process,companies use marketing and advertising research.

What kind of branding strategy is one company using while it uses its brand name on all of its cookies and cracker products?

A brand of home products are sold by a distributor under her own brand to attract younger Hispanic audiences.This is an example of:

According to the text,market segmentation is a two-step strategic process.The second step is to:

A marketer of organic soups would need to stimulate primary demand for its brand of soups.

By using behavioristic segmentation,marketers know people traditionally buy turkeys for Thanksgiving meals but not for Easter,Christmas,or any other holiday meals.

A manufacturer of wax for snow skis must offer different versions of its product so that it will work in areas where the snow tends to be wet and heavy,in regions where the snow is packed,and in places where the snow is a fine powder.These modifications in response to regional differences are referred to as _____ segmentation.

Another name for selective distribution is cooperative distribution.

Advertising is called mass or nonpersonal selling.

Two bowling alleys are three miles apart.Customers went to the bowling alley on the eastside of town for relaxation and exercise.The priority wasn't exclusively on bowling; the activity could just as easily have been billiards or swimming.The customers at the bowling alley on the west side of town went bowling primarily to meet and interact with friends.Many of the league bowlers in this facility were employed in repetitive task jobs.The lanes were a place to compete with their peers and excel.This situation describes the _____ for using the bowling alleys.

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes.These cell phone companies are using:

Hard apple cider is making a comeback.Cider consumption should hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable should a cider brewery use to define its market?

You have lying before you three pairs of children's pants-one is made by Levi Strauss,one is the Toughskins brand,a private label found only in Sears,and the other is a pair of Oshkosh B'Gosh overalls.What are the three ways product differentiation can be created for these products? Give one example of how an advertiser might use each method.

To appeal to a new target market,a maker of coffee has changed the product's package design,reformulated the coffee,begun advertising price discounts in women's magazines,and started distributing the product through gourmet coffee shops.What exactly has been changed?

As products enter the maturity stage of their product life cycle,prices tend to rise.

User status is one way marketers create benefit segmentation.

What kind of segmentation would an advertiser have used if it were to define its target market as people under the age of 18 and living in the metropolitan area of Houston,Texas?