Question 1

Many research companies compile and sell detailed profiles of customer groups based on geographic, demographic, lifestyle and behavioral traits.This is referred to as

Accepted Answer

In Canada, Environics compiles and sells detailed info for customer groups based on a combination of geographic, demographic, psychographic and behavior information.Environics is a segmentation analytics provider.

Question 2

Repositioning refers to:

Accepted Answer

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

Question 3

_____ looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Accepted Answer

Behaviouristics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Question 4

What kind of target market information would usage rate of cellphones help to gather?

Accepted Answer

Behaviouristics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.Usage rate also plays a role in this information.

Question 5

A TV channel for teenagers determined that their target group had a love of social media, computer games, YouTube channels, and spending time on the Internet.The channel then created Facebook pages and interactive websites to engage with their audience.The channel used _____ as its strategy to market.

Accepted Answer

The channel used psychographics.Psychographics is one of the most difficult variables to identify for marketers.It involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

Question 6

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

Accepted Answer

Behaviouristics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Question 7

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

Accepted Answer

The perfume endorsed by a famous actress is an example of a psychographic descriptor.Psychographics is one of the most difficult variables to identify for marketers.It involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

Question 8

Which of the following is an example of demographic descriptor?

Accepted Answer

Thompson Travels Ltd.markets its holiday packages as ideal for honeymooners and families.This is an example of a demographic indicator.One of the easiest factors to determine is the demographic profile of a target market.This includes identifying ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Question 9

A positioning statement can be defined as:

Accepted Answer

A positioning statement is a tool that identifies the main reasons the target market buys a product and what sets it apart in the market.

Question 10

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

Accepted Answer

A furniture manufacturer promoting different products in different regions of Canada is an example of a geographic indicator.A geographic descriptor of a target market looks at where a target market lives using variables such as country, region, province, city size, and type of location such as urban, suburban, or rural.Marketers often find that Canadians differ in terms of needs or preferences based on where they live.

Question 11

A psychographic descriptor analyses:

Accepted Answer

Psychographics is one of the most difficult variables to identify for marketers.It involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

Question 12

A company tries to identify the main reasons its target market buys its products and what sets it apart in the market.Which of the following would it use to do so?

Accepted Answer

A positioning statement is a tool that identifies the main reasons the target market buys a product and what sets it apart in the market.

Question 13

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 W is created for women, while Motario Kids is targeted to children from 2 to 12 years of age.This is an example of _____.

Accepted Answer

This is an example of demographics.One of the easiest factors to determine is the demographic profile of a target market.This includes identifying ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Question 14

Product positioning refers to:

Accepted Answer

Product positioning refers to the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.

Question 15

A credit card company markets basic services to those who apply for its students' card.These cards have a low interest rate on outstanding balance, but have a very limited credit line.For its high-salaried clients who use credit cards more often, the company provides a wider range of services such as travel insurance and emergency assistance, and gives them a higher credit limit, but with a higher interest rate on outstanding balances.Which of the following is the credit card company using to market different services to the two groups?

Accepted Answer

The credit card company is using behaviouristics to market its products.Behaviouristics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.Usage rate also plays a role in this information.

Question 16

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

Accepted Answer

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

Question 17

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 _____.

Accepted Answer

This is an example of product positioning.Product positioning refers to the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.

Question 18

Which of the following is true?

Accepted Answer

This element directly refers to how consumers use the product.Behaviouristics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Question 19

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. Which form of market segmentation has Motario adopted?

Accepted Answer

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

Question 20

Y-can is marketed as the energetic drink for those with a youthful attitude to life.This is an example of _____.

Accepted Answer

Y-can's customers differ significantly from others in terms of their attitudes.Psychographics is one of the most difficult variables to identify for marketers.It involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

Quiz 6: Segmentation Targeting and Positioning