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Marketing for demographic, geodemographic, usage rate and benefit

There are many furniture manufacturers. Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall. These people find furniture designed for average-sized people to be cramped and uncomfortable. Tall Paul's uses _____ segmentation.

a.
demographic
b.
geodemographic
c.
usage rate
d.
benefit
e.
psychographic

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called:

a.
undifferentiation
b.
demarketing
c.
cannibalization
d.
selective perception
e.
market repositioning

Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind.

a.
role
b.
position
c.
equity
d.
status
e.
frame

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools. This program, called the Box Tops for Education Program, is a means of changing light users into heavier users. In other words, it is a form of _____ segmentation.

a.
demographic
b.
lifestyle
c.
motive
d.
usage-rate
e.
personality

E&V Bridal Studios, a wedding consulting business, only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies. What type of segmentation strategy does the wedding consultant use?

a.
multisegment marketing
b.
market aggregation
c.
undifferentiated targeting
d.
limited demand
e.
concentrated targeting

The Ritz Carlton hotel chain is renowned for its service and individual treatment of its customers. All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer. If a business traveler ordered soft pillows, only wanted martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. The Ritz Carlton is basing its one-to-one marketing on which of the following trends?
Answer
a.
the use of reward systems to increase brand loyalty
b.
the fact consumers do not want to be treated like the masses
c.
the growing market for luxury products
d.
data mining capabilities
e.
the growing number of customers who do not have time to spend shopping

Wine Spectator is a magazine that targets people who appreciate good wine and food. However, the discriminating reader of this magazine is also interested in travel and health, so the magazine features travel and health-related stories. This publication relies on _____ variables to identify its target market.

a.
usage rate
b.
psychographic
c.
family life cycle
d.
geodemographic
e.
demographic

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return. The ad then shows the slogan 'Every Kiss Begins with Kay'. This is an example of _____ positioning.

a.
product class
b.
price and quality
c.
emotion
d.
attribute
e.
use or application

The basic goal of one-to-one marketing is to:

a.
increase the market for the product category to new and current customers
b.
increase operating costs and locate new customers
c.
reduce costs through customer retention and increase revenue through customer loyalty
d.
reduce the number of company employees and increase overall sales
e.
eliminate the use of mass media for promotion and locate a direct communications channel

Hank operates a plumbing and electrical supply store. He has categorized its business customers by their purchasing strategy. Hank has found it much easier to serve and satisfy the _____, who usually recontact familiar suppliers and place an order immediately if product and delivery requirements are acceptable.

a.
adaptors
b.
satisficers
c.
adopters
d.
optimizers
e.
innovators

The marketing researcher for Pooch Party, a manufacturer of toys for dogs, has noticed an increased trend in pet owners dressing their dogs in clothing. The researcher thinks there is a market for designer clothing for small and medium-sized dogs, but he's not sure if the segment is substantial. In this case, substantiality means the segment:

a.
will be difficult to develop a product to match this group of buyers
b.
is large enough to permit a profitable market effort toward its members
c.
is too large and needs to be reduced to a more easily identifiable and measurable size
d.
exhibits a response rate to marketing variables different from the rates of other segments
e.
has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group

Candace Popwell makes and markets Festive Holiday Truffles candy. The confectionary company owner views the world as one big market with no individual segments and tries to reach it with only one marketing mix. Her essentially mass-market philosophy indicates she probably uses a(n) _____ strategy.

a.
multisegment targeting
b.
undifferentiated targeting
c.
concentrated targeting
d.
product differentiation
e.
universal product

Johnson Publishing Company, the world's largest African American-owned publishing company and home of Ebony magazine, has forged an alliance with Dan River, Inc., to create luxury bed and bath products for the newly developed Ebony Home brand. This brand will use the strong relationship the publisher has with the African American market to sell the brand. What form of demographic segmentation will be used to market the Ebony Home brand?

a.
income
b.
benefit
c.
lifestyle
d.
ethnic
e.
geographic

Business marketers focus on all of the following market segments EXCEPT:

governments
c.
institutions
d.
producers
e.
households

Solution Preview

There are many furniture manufacturers. Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall. These people find furniture designed for average-sized people to be cramped and uncomfortable. Tall Paul's uses _____ segmentation.
Answer
a.
demographic
(As it's based on age of customer)

When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called:
a.
undifferentiation
b.
demarketing
c.
cannibalization
d.
selective perception
e.
market repositioning

c.
cannibalization
(As one product is eating sales of another product)

Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind.
Answer
a.
role
b.
position
c.
equity
d.
status
e.
frame

b.
position

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools. This program, called the Box Tops for Education Program, is a means of changing light users into heavier users. In other words, it is a form of _____ segmentation.
Answer
a.
demographic
b.
lifestyle
c.
motive
d.
usage-rate
e.
personality

d.
usage-rate
http://www.scribd.com/doc/50724741/19/Usage-Rate-Segmentation

E&V Bridal Studios, a wedding consulting business, only works with Eastern ...

Solution Summary

Solution discusses the Marketing: 14 multiple choice questions

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