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Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

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Question 71

Multiple Choice

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________ assumes that nations close to one another will have many common traits and behaviors.

A) Geographic segmentation
B) Occasion segmentation
C) Psychographic segmentation
D) Benefit segmentation
E) Demographic segmentation

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Question 72

Multiple Choice

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Which of the following is a disadvantage of using a differentiated marketing strategy?

A) generates far lower sales compared to an undifferentiated marketing strategy
B) customer loyalty is negatively impacted and difficult to obtain
C) the costs of doing business increase
D) quality control problems increase
E) product safety decreases

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Question 73

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Using an undifferentiated marketing strategy, a firm decides to target several market segments and designs separate offers for each.

Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation.

Explain the different segmentation variables used in segmenting consumer markets.

________ refers to a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.

When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

A segment is less attractive if ________.

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

Chronos Inc. designs and markets different brands of cycling watches. Each brand has a single unique feature: the Chronos Cosmos has a heart rate monitor, the Chronos Acumen is designed for older cyclists who prefer a large display, and the Chronos Aegis has a GPS function. Which of the following is evident here?

The full mix of benefits on which a brand is differentiated and positioned is known as the brand's ________.

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.

Apex describes its clothing line as, "Elegance and attitude, now as one. For the daily office-goer, who takes pride in what he or she wears everyday, Apex makes sure you get noticed." This exemplifies a ________.

A company selling child care products ran a television ad depicting women as being primarily responsible for child care. Many women viewers considered this regressive alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________.

Define psychographic segmentation.

List some important factors that companies need to consider when choosing a market-targeting strategy.

A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.

________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.