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Exam 4: Targeting and the Marketing Mix

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Question 51

Multiple Choice

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Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

A) product demonstrations
B) brand equity
C) wholesaler
D) retailer
E) market concentration

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Question 52

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What is the next step for a marketer once market segmentation has been done?

A) target marketing process
B) budgeting process
C) mission statement
D) SWOT analysis
E) competitive assessment

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Question 53

Multiple Choice

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Which product would most likely involve intensive distribution?

To reach people who love to hunt,markets would most likely use psychographic segmentation.

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

What is the purpose of North American Industry Classification System (NAICS)codes?

Exchange is the traditional trading of values between two entities.

Gary Silva,senior vice president of sales,U.S.Auto Parts Group at Genuine Parts,says NAPA doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained.From this information,you know that NAPA targets both _____ markets.

In order to reach a new target market,Old Spice has changed its products' package design,reformulated the scent of its products,arranged to have its products carried at hair salons at a higher mark-up,and begun running new ads aimed at women.What has been changed?

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state.The message in this headline indicates the city is using _____ to attract tourists.

When Hannah buys almond soap from a vendor at an arts and crafts show,and the vendor who sells the soap is actually the person who made the soap from scratch,that is an example of

Unlike other ice cream brands,when it was introduced Ben and Jerry's ice cream was the only product that had unusual flavors with interesting ingredients.This is most likely an example of a(n)

The _____ for Axe Excite body wash is most likely young men interested in feeling that they have sex appeal.

Communicating product utility is an essential component of marketing success.

What is the advantage of defining a target market?

The North American Industry Classification System (NAICS)

Over the past decade,brands that were once available only to the wealthy have created more affordable product extensions,giving a far broader range of consumers a taste of the good life.Jaguar,for instance,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

What is the basic goal of any positioning strategy?

The basic goal of a positioning strategy is to

What is the utility of a product?