Question 1
Wrestling Merchandise
Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or attend a live match. Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Walmart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks.
Refer to Wrestling Merchandise. The group identified as strong wrestling fans market segment can be described as a(n):
Question 2
A manufacturer of lenses used in microscopes, binoculars, and telescopes has segmented its market into scientific equipment manufacturers, sporting equipment manufacturers, and retailers who sell replacement lenses. In order for this segmentation scheme to be successful, all of the following criteria must be met EXCEPT:
Question 3
Dog Spa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet care and holistic pet products. All of the products sold at the salon will be of the highest quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a marketing researcher who studied all the market information available and determined that single, white-collar workers between the ages of 30 and 60 were the most likely people to use the services proposed by Tumlin. The researcher also determined that the West side of the city offers the best location for the enterprise even though zoning regulations are much stricter in that area.
Refer to Dog Spa. Describing the market for Tumlin's grooming salon in terms of age and marital status reflects the use of _____ characteristics.
Question 4
An individual's _____ is a composite of psychological makeup and environmental forces. It includes people's underlying dispositions, especially their most dominant characteristics.
Question 5
Fisher-Price developed a rugged, waterproof camera for children. This product uses _____ segmentation.
Question 6
E-Cigarettes
Smoking inflames nonsmokers and claims the lives of more than 400,000 smokers each year, so the electronic cigarette is a welcomed alternative. Electronic cigarettes, called e-cigarettes, are battery-powered devices that emit a vapor from nicotine, flavorings, and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine vapor in places where smoking is not allowed. The product has been touted as a means to quit smoking as well. However, critics, especially the Food and Drug Administration (FDA), claim that "vaping" poses risks. In fact, the FDA claims its tests revealed a toxic chemical that is found in antifreeze as well as other carcinogens. The FDA blocked a shipment of the product from China and banned the sale of this product in the United States. In addition to the safety issue, the FDA is concerned that children might be attracted to this product because it comes in flavors other than traditional menthol, such as bubble gum, chocolate, and strawberry. The FDA wants this product to go through the same rigorous testing that drugs must go through before being marketed. However, the FDA's authority over this product is questioned. While Congress has recently given the FDA authority over tobacco products, this is not a tobacco product and the Electronic Cigarette Association is fighting the ban.
Refer to E-cigarettes. The Food and Drug Administration is part of which environmental factor affecting the marketing of this product?
Question 7
Chandler Kumar owns two antique stores. One is in an upscale neighborhood, and its merchandise is artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and contains some of the same type of merchandise, but the items are left in open boxes and placed haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them because he uses such differing _____ strategies.
Question 8
Karry-Lite, the manufacturer of light-weight suitcases with wheels, uses as its slogan, "Takes the ‘lug' out of luggage." This slogan illustrates the use of _____ segmentation.
Question 9
The study of people's vital statistics, such as age, race and ethnicity, and location, is called:
Question 10
_____ factors are environmental factors that include our attitudes, values, and lifestyles.
Question 11
Ford Motor Company produces passenger cars, commercial trucks and specialty vehicles, performance vehicles, and race cars. Ford uses a procedure called _____ to divide its large market.
Question 12
A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have similar product needs.
Question 13
_____ is the segmenting of markets based on the region of the country or the world, market size, market density (number of people within a certain unit of land), or climate.
Question 14
A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n):
Question 15
The purpose of market segmentation is to:
Question 16
Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by differences such as brand names, packaging, color, smell, or "secret" additives. With these products, marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands. These marketers are using:
Question 17
If a market segment is especially motivated by coupons in newspapers, which segmentation success criterion is most influential in the success of this program?
Question 18
E-Cigarettes
Smoking inflames nonsmokers and claims the lives of more than 400,000 smokers each year, so the electronic cigarette is a welcomed alternative. Electronic cigarettes, called e-cigarettes, are battery-powered devices that emit a vapor from nicotine, flavorings, and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine vapor in places where smoking is not allowed. The product has been touted as a means to quit smoking as well. However, critics, especially the Food and Drug Administration (FDA), claim that "vaping" poses risks. In fact, the FDA claims its tests revealed a toxic chemical that is found in antifreeze as well as other carcinogens. The FDA blocked a shipment of the product from China and banned the sale of this product in the United States. In addition to the safety issue, the FDA is concerned that children might be attracted to this product because it comes in flavors other than traditional menthol, such as bubble gum, chocolate, and strawberry. The FDA wants this product to go through the same rigorous testing that drugs must go through before being marketed. However, the FDA's authority over this product is questioned. While Congress has recently given the FDA authority over tobacco products, this is not a tobacco product and the Electronic Cigarette Association is fighting the ban.
Refer to E-cigarettes. The e-cigarette has been heralded as an innovative product that serves a need for smokers by helping them quit the habit. This innovative product was developed from changes in which environment?
Question 19
A driving force that causes a person to take action to satisfy specific needs is called a(n):
Question 20
Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he's going to have to get another one. What stage of the consumer decision-making process does this represent?
Question 21
What is the first step in segmenting a market?
Question 22
_____ segmentation is based on personality, motives, and lifestyles.
Question 23
Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids. The age-based variable that distinguishes the market for this product is an example of _____ segmentation.
Question 24
Which of the following statements best describes the typical target market?
Question 25
An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n):
Question 26
When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a high-involvement product because of:
Question 27
A value or attitude deemed acceptable by a group is called a(n):
Question 28
There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television.ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. ProtecTV uses a(n) _____ strategy.
Question 29
In 2008, Apple, Inc. introduced Mobile Me, which keeps everything on a consumer's Mac, PC, iPod, or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time. Apple is catering to on-the-go consumers who use multiple platforms. This positioning strategy is based on the:
Question 30
Which of the following is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds?
Question 31
Opinion leaders are:
Question 32
Marketers use _____ to segment markets because this information is widely available, and factors such as age or gender are often related to consumer purchasing and consumption behavior.
Question 33
E-Cigarettes
Smoking inflames nonsmokers and claims the lives of more than 400,000 smokers each year, so the electronic cigarette is a welcomed alternative. Electronic cigarettes, called e-cigarettes, are battery-powered devices that emit a vapor from nicotine, flavorings, and other chemicals. It looks like a cigarette and allows smokers to inhale the nicotine vapor in places where smoking is not allowed. The product has been touted as a means to quit smoking as well. However, critics, especially the Food and Drug Administration (FDA), claim that "vaping" poses risks. In fact, the FDA claims its tests revealed a toxic chemical that is found in antifreeze as well as other carcinogens. The FDA blocked a shipment of the product from China and banned the sale of this product in the United States. In addition to the safety issue, the FDA is concerned that children might be attracted to this product because it comes in flavors other than traditional menthol, such as bubble gum, chocolate, and strawberry. The FDA wants this product to go through the same rigorous testing that drugs must go through before being marketed. However, the FDA's authority over this product is questioned. While Congress has recently given the FDA authority over tobacco products, this is not a tobacco product and the Electronic Cigarette Association is fighting the ban.
Refer to E-cigarettes. Marketers of the e-cigarette claim that they are not marketing the product to children, particularly because a starter kit costs over $100. Which economic factor are the marketers claiming will likely keep this product out of the hands of children?
Question 34
_____ is the process of grouping customers into market segments according to the benefits sought from the product.
Question 35
Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to:
Question 36
Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the _____ for Colorific products consists of back-to-school shoppers.
Question 37
_____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.
Question 38
H&M plans to open a new store in Saudi Arabia. It will be staffed completely by women. Saudi Arabia has strict laws about women interacting with men other than their husbands, so only women will be permitted to shop there. Which type of demographic segmentation is H&M using?
Question 39
After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision-making process?
Question 40
_____ is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general and is related to the place a product occupies in consumers' minds relative to competing offerings.