Exam 6: Segmentation Targeting and Positioning

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Motario uses _____ to identify ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for its main target market.

Psychographics involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

SmoothKurls wants to introduce a new brand of shampoo for which it wants some consumer data.Its researchers decide to look at demographic variables before launching the shampoo.Which of the following is a demographic variable that the marketers will look at?

Look, a cosmetic company, purchases Nature, a small cosmetic franchise.Nature manufactures and sells cosmetics that are made of 90 percent natural ingredients, and are not animal-tested.It has always targeted a special audience and has focused its efforts on a limited segment in the market.Look decides to promote products by Nature as a totally separate brand, understanding that the products interest and attract a special segment of the market.This is an example of _____.

_____ marketing involves designing specific products and services to meet the needs of different target groups.

Clusters will identify the segments that exist in the market.

A segmented approach cannot be followed by companies in the business-to-business market.

Which of the following is an example of a behaviouristic descriptor?

A psychographic descriptor analyses:

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubble-gum flavour.Later the same basic formula was given a fresh, minty flavour to appeal to adults.What is this marketing strategy called?

_____ involves products that are purchased either to run a business or to be used as a component in another good or service.

Once a thorough market assessment has been conducted, a marketer is tasked with identifying the segment that best meets strategic company objectives.

Consumers in Western Canada tend to buy larger packages of flour than in Ontario and Quebec due to a greater incidence of baking.This is an example of _____.

Which of the following is true?

Dished, a relatively new product, experiences an increase in sales with its super-concentrated, non-toxic, biodegradable dishwashing liquid.It has successfully carved its place against products from larger corporations such as P&G and Unilever.Dished focuses on producing goods that are good for the environment, people, and pets.It is also five times more concentrated than conventional dishwashing liquids and does not need hot water for cleaning.It appeals to a target group of consumers who want to purchase products that are environmentally friendly, safe to use, and efficient.Which of the following approaches has Dished used to compete with corporations such as P&G and Unilever?

_____ is often done with a revamping of the product and the various elements of the marketing mix.

What is individualized marketing? How does technology affect individualized marketing?

Gordon & Brothers Ltd., a watch manufacturing company, decides that it wants to establish the impression of its new range of watches in consumers' minds as a classic must-have for any occasion.This is referred to as _____.

Calvin the Clubber is described as a male college student who loves hip-hop music and spends weekends out late at dance clubs.This is an example of

Which of the following is an example of a geographic descriptor?