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B207A Quiz 03
1. ________ is the amount of money charged for a product or service. (Price)
2. Price is the only element in the marketing mix that produces ________. (revenue)
3. ________ is an important element in the marketing mix. It is the only element that does
not represent costs. (Price)
4. Consumer perceptions of the product's value set the ________ for prices. (Ceiling)
5. Product costs set a(n) ________ to a product's price. (Floor)
6. Which of the following is a customer-oriented approach to pricing? (customer value-
based pricing)
7. ________ uses buyers' perceptions of what a product is worth, not the seller's cost, as
the key to pricing. (Customer value-based pricing)
8. Value-based pricing is the reverse process of ________. (cost-based pricing)
9. In ________, price is considered along with the other marketing mix variables before
the marketing program is set. (value-based pricing)
10. With ________, price is set to match consumers' perceptions of product value. (value-
based pricing)
11. Measuring ________ can be difficult. A company might conduct surveys or
experiments to test this in the different products it offers. (perceived value)
12. Underpriced products sell very well, but they produce less revenue than they would
have if price were raised to the ________ level. (perceived)
13. If a seller charges ________ than the buyer's perceived value, the company's sales
will________. (more; suffer)
14. Some companies have adopted a(n) ________ strategy, offering just the right
combination of quality and good service at a fair price. (good-value pricing)
15. When McDonald's and other fast food restaurants offer "value menu" items at
surprisingly low prices, they are using ________. (good-value pricing)
16. Walmart is famous for using what important type of value pricing? (everyday low
pricing)
17. ________ involves charging a constant, everyday low price with few or no temporary
price discounts. (EDLP)
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18. ________ involves attaching features and services to differentiate a company's offers
and to support charging higher prices. (Value-added pricing)
19. When there is price competition, many companies adopt ________ rather than cutting
prices to match competitors. (value-added strategies)
20. Ryanair offers free flights to a quarter of its customers and rock-bottom prices to many
of its other customers. Ryanair then charges for all extra services, such as baggage
handling and in-flight refreshments. Which of the following best describes Ryanair's
pricing method? (good-value pricing)
21. ________ pricing involves setting prices based on the costs for producing, distributing,
and selling the product plus a fair rate of return for the company's efforts and risks.
(Cost-based)
22. Fixed costs ________ as the number of units produced increases. (remain the same)
23. Costs that do not vary with production or sales level are referred to as ________. (fixed
costs)
24. Rent, electricity, and executive salaries are examples of ________. (fixed costs)
25. Costs that vary directly with the level of production are referred to as ________.
(variable costs)
26. ________ are the sum of the ________ and ________ for any given level of production.
(Total costs; fixed; variable costs)
27. SRAC is the acronym for which concept related to costs at different levels of
production? (short-run average cost)
28. The LRAC is most closely related to which of the following? (the cost of producing a
greater quantity of units)
29. The learning curve is also referred to as the ________. (experience curve)
30. A company building its pricing strategy around the experience curve would be most
likely to ________. (price its products low)
31. The simplest pricing method is ________. (markup pricing)
32. A manufacturer is trying to determine its break-even volume. With fixed costs of
$100,000, a variable cost of $10, and expected sales of 50,000 units, what should the
manufacturer's unit cost be to break even? ($12)
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33. Ecstasy Pharmaceuticals faces fixed costs with its new drug of $1,000,000. The
company sells the drug in bottles of 50 pills for $10.00. It estimates that it must sell
200,000 bottles to break even. What is the total cost to produce a bottle of 50 pills?
($5.00)
34. A company faces fixed costs of $100,000 and variable costs of $8.00/unit. It plans to
directly sell its product to the market for $12.00. How many units must it produce and
sell to break even? (25,000)
35. General Motors prices its automobiles to achieve a 15 to 20 percent profit on its
investment. This approach is called ________. (target-return pricing)
36. Assume a manufacturer with fixed costs of $100,000, a variable cost of $10, and
expected sales of 50,000 units wants to earn a 20 percent markup on sales. What is the
manufacturer's markup price? ($15)
37. The long-run average cost curve (LRAC) helps the producer understand which of the
following? (how large a business should be in order to be most efficient)
38. Xbox 360 decides to add a free subscription to XBOX magazine with every game
bought in an effort to differentiate its offering from PS3 games. This is an example of
________. (value-added pricing)
39. Costs that do not vary with production or sales level are referred to as ________ costs.
(Fixed)
40. Which of the following presents the strongest reason that markup pricing generally
does NOT make sense? (This method ignores demand)
41. The company designs what it considers to be a good product, totals the expenses of
making the product, and sets a price that adds a standard mark-up to the cost of the
product. This approach to pricing is called ________ pricing. (cost-plus)
42. Which of the following is an external factor that affects pricing decisions?
(competition)
43. ________ describes how responsive demand will be to a change in price. (Price
elasticity)
44. A company sets not a single price, but rather a ________ that covers different items in
its line that change over time as products move through their life cycles. (pricing
structure)
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45. Disadvantages of direct marketing to sellers include __________. (interaction with
limited number of customers)
46. The fastest growing form of marketing is ________. (direct and digital marketing)
47. The benefits of direct and digital marketing for buyers are that it is ________. (easy,
convenient, and private)
48. Which of the following statement is true regarding sellers and their use of direct and
digital marketing. (Sellers have opportunities to engage in real-time marketing)
49. Companies involved in deciding which items to include in the base price and which to
offer as options are engaged in ________ pricing. (optional-product)
50. It is most typical for producers who use captive-product pricing to set the price of the
main product ________ and set ________ on the supplies necessary to use the product.
(low; high markups)
51. What is the marketing term for a relatively small, well-defined and very focused target
market? (a niche market)
52. Coca-Cola replaced its logo on its labelling on bottles with printed personalized names.
This can be considered as an example le of an innovation in (Promotion)
53. dividing a market into different geographic units such as nations, states, regions,
counties, cities, neighborhoods, population density, climate. (Geographic
segmentation)
54. dividing the market into groups based in demographic variables such as age, gender,
family size, family cycle, income, occupation, education, religion, race, and
nationality. (Demographic segmentation)
55. divides buyers into different groups based o social class, lifestyle, and personality
characteristics. (Psychographic segmentation)
56. divides buyers into groups, based on their knowledge, occasions, usage status, usage
rate, benefits, attitude, use, or response to a product. (Behavioral Segmentation)
57. measurability, accessibility, substantiality, actionability. (Effective Segmentation)
58. Evaluating each market's segment attractiveness and selecting one or more segments
(Market Targeting)
59. segment size and growth, segment structural attractiveness, company objectives and
resources. (Evaluating Market Segments)
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60. Undifferentiated, Concentrated, Differentiated market strategy (Selecting Market
Segments)
61. ignores market segmentation differences and goes after the whole market with market
offer. (Undifferentiated marketing strategy)
62. the firm targets several market segments and designs separate offers for each.
(Differentiated marketing strategy)
63. appealing to companies with limited resources. Instead of going for a small share of a
large market, the firm pursues a large share of one or more small markets.
64. (Concentrated marketing strategy)
65. Measurable, Substantial, Actionable & Accessible (Choosing a market coverage
strategy)
66. the degree to which the segment's size and purchasing power can be measured.
(measurability)
67. the degree to which segments can be accessed and served. (Accessibility)
68. the degree to which effective programs can be designed for attracting and serving
segments. (actionability)
69. the degree to which segments are large or profitable enough to serve as markets.
(substantiality)
70. formulating competitive positioning for a product and a detailed market mix (Market
Positioning)
71. an advantage over competitors gained by offering consumers greater value either
through lower prices or providing more benefits that justify higher prices. (Competitive
Advantage)
72. Failing to position the company at all. (Under positioning)
73. giving buyers a too-narrow picture of the company. (Over positioning)
74. leaving buyers with a confused image or a company (Confused positioning and
repositioning)
75. a map of consumer perceptions of competing brands (Perceptual Mapping)
76. Segmentation reflects the process of grouping customers in markets with some
________ into smaller, more similar or ________ segments. (Heterogeneity,
homogeneous)
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77. Marketers often use ________ to examine customers' perceptions of their offering
against those of competitors. (Perceptual positioning maps)
78. A health club has a new fitness program for expectant mothers. After flyers were placed
at the offices of area obstetricians, classes filled up within two days. Which
segmentation success criterion was most influential in the success of this promotion?
(Responsiveness)
79. _____ are characteristics of individuals, groups, or organizations that marketers use to
divide a total market into segments. (Segmentation bases)
80. Military Spouses is the only publication in the world that targets readers who are
"married to the military." Its content reflects the unique set of challenges, hardships,
and rewards to those whose spouses are in the military. The marital status that has been
used to distinguish the market for this magazine is an example of a(n): (segmentation
base)
81. The purpose of market segmentation is to: (enable the marketer to tailor marketing
mixes to meet the needs of one or more specific groups)
82. A _____ is a group of people or organizations that has wants and needs that can be
satisfied by particular product categories, has the ability to purchase these products,
and is willing to exchange resources for the products. (market)
83. A(n) _____ is a subgroup of individuals or organizations sharing one or more
characteristics that cause them to have similar product needs. (market segment)
84. _____ is the process of dividing a market into meaningful groups that are relatively
similar and identifiable. (Market segmentation)
85. All of the following are criteria for successful market segmentation EXCEPT:
86. (accountatbility)
87. According to the criterion of _____, a selected segment must be large enough to
warrant developing and maintaining a special marketing mix. Serving the specific
needs of this segment must be commercially viable, even if the number of potential
customers is small. (substantiality)
88. Which criterion of useable market segments means the firm must be able to reach
members of targeted segments with customized marketing mixes? (assessibility)
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89. _____ 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.
(Geographic segmentation)
90. eBook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-year-
old women who must juggle family, husband, and job. According to a Redbook ad,
"She's the product of the 'me generation,' the thirty-something woman who balances
home, family, and careermore than any generation before her, she refuses to put her
pleasures aside. She's old enough to know what she wants, and young enough to get
it." This is an example of _____ (demographic and physchographic)
91. . 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? (Ethnic)
92. All the following are bases for psychographic segmentation EXCEPT: (benefits)
93. A Small World is a nonprofit retail store that sells gift items made by artisans from
over 30 different countries. This store provides employment to craftspeople in
developing nations and markets their handiwork at a fair price. The store defines its
market segment as people who believe in helping others and who feel good about
helping others whenever possible. The store uses _____ segmentation. (psychographic)
94. NASCAR racing fans are some of the most diverse and loyal fans in the world. They
will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake
the hand and get the autograph of a NASCAR driver. These fans are not concentrated
in any one area but are dispersed throughout the United States. A Web site designed to
market NASCAR memorabilia would be most likely to be successful if it used _____
segmentation to determine its target market. (psychographic)
95. 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. (usage rate)
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96. H&R Block launched a $100 million marketing campaign to parlay the company's
intimate knowledge of 20 million customers' finances into other services like
mortgages and investment advice. Block has great brand recognition, but consumers
only care about it four months out of the year. H&R Block is attempting to _____ itself
to make people think of it as a company offering services year-round. (reposition)
97. All of the following are steps in the market segmenting process EXCEPT: (determining
the objectives of the segmentation strategy)
98. After selecting a market for study and choosing bases for segmenting that market, the
marketer must select the segmentation _____, which identify the specific segmentation
variables to use (descriptors)
99. The debate over gay marriages is causing a great deal of furor, but it has done little to
deplete the importance of the affluent gay market to businesses. Georgia Pacific and
Mitchell Gold, a furniture manufacturer, are two companies that have implemented and
maintained marketing mixes designed to meet the needs of lesbians and gays. To these
companies and others, lesbians and gays are a desirable: (Target market)
100. Which target marketing strategy views the market as one big market with no
individual segments and thus uses a single marketing mix? (Undifferentiated)
101. 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. (undifferentiated
targeting)
102. All of the following are advantages of using a concentrated targeting strategy
EXCEPT: (cannibalization)

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B207A Quiz 03 1. ________ is the amount of money charged for a product or service. (Price) 2. Price is the only element in the marketing mix that produces ________. (revenue) 3. ________ is an important element in the marketing mix. It is the only element that does not represent costs. (Price) 4. Consumer perceptions of the product's value set the ________ for prices. (Ceiling) 5. Product costs set a(n) ________ to a product's price. (Floor) 6. Which of the following is a customer-oriented approach to pricing? (customer valuebased pricing) 7. ________ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing. (Customer value-based pricing) 8. Value-based pricing is the reverse process of ________. (cost-based pricing) 9. In ________, price is considered along with the other marketing mix variables before the marketing program is set. (value-based pricing) 10. With ________, price is set to match consumers' perceptions of product value. (valuebased pricing) 11. Measuring ________ can be difficult. A company might conduct surveys or experiments to test this in the different products it offers. (perceived value) 12. Underpriced products sell very well, but they produce less revenue than they would have if price were raised to the ________ level. (perceived) 13. If a seller charges ________ than the buyer's perceived value, the company's sales will________. (more; suffer) 14. Some companies have adopted a(n) ________ strategy, offering just the right combination of quality and good service at a fair price. (good-value pricing) 15. When McDonald's and other fast food restaurants offer "value menu" items at surprisingly low prices, they are using ________. (good-value pricing) 16. Walmart is famous for using what important type of value pricing? (everyday low pricing) 17. ________ involves charging a constant, everyday low price with few or no temporary price discounts. (EDLP) 18. ________ involves attaching features and services to differentiate a company's offers and to support charging higher prices. (Value-added pricing) 19. When there is price competition, many companies adopt ________ rather than cutting prices to match competitors. (value-added strategies) 20. Ryanair offers free flights to a quarter of its customers and rock-bottom prices to many of its other customers. Ryanair then charges for all extra services, such as baggage handling and in-flight refreshments. Which of the following best describes Ryanair's pricing method? (good-value pricing) 21. ________ pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks. (Cost-based) 22. Fixed costs ________ as the number of units produced increases. (remain the same) 23. Costs that do not vary with production or sales level are referred to as ________. (fixed costs) 24. Rent, electricity, and executive salaries are examples of ________. (fixed costs) 25. Costs that vary directly with the level of production are referred to as ________. (variable costs) 26. ________ are the sum of the ________ and ________ for any given level of production. (Total costs; fixed; variable costs) 27. SRAC is the acronym for which concept related to costs at different levels of production? (short-run average cost) 28. The LRAC is most closely related to which of the following? (the cost of producing a greater quantity of units) 29. The learning curve is also referred to as the ________. (experience curve) 30. A company building its pricing strategy around the experience curve would be most likely to ________. (price its products low) 31. The simplest pricing method is ________. (markup pricing) 32. A manufacturer is trying to determine its break-even volume. With fixed costs of $100,000, a variable cost of $10, and expected sales of 50,000 units, what should the manufacturer's unit cost be to break even? ($12) 33. Ecstasy Pharmaceuticals faces fixed costs with its new drug of $1,000,000. The company sells the drug in bottles of 50 pills for $10.00. It estimates that it must sell 200,000 bottles to break even. What is the total cost to produce a bottle of 50 pills? ($5.00) 34. A company faces fixed costs of $100,000 and variable costs of $8.00/unit. It plans to directly sell its product to the market for $12.00. How many units must it produce and sell to break even? (25,000) 35. General Motors prices its automobiles to achieve a 15 to 20 percent profit on its investment. This approach is called ________. (target-return pricing) 36. Assume a manufacturer with fixed costs of $100,000, a variable cost of $10, and expected sales of 50,000 units wants to earn a 20 percent markup on sales. What is the manufacturer's markup price? ($15) 37. The long-run average cost curve (LRAC) helps the producer understand which of the following? (how large a business should be in order to be most efficient) 38. Xbox 360 decides to add a free subscription to XBOX magazine with every game bought in an effort to differentiate its offering from PS3 games. This is an example of ________. (value-added pricing) 39. Costs that do not vary with production or sales level are referred to as ________ costs. (Fixed) 40. Which of the following presents the strongest reason that markup pricing generally does NOT make sense? (This method ignores demand) 41. The company designs what it considers to be a good product, totals the expenses of making the product, and sets a price that adds a standard mark-up to the cost of the product. This approach to pricing is called ________ pricing. (cost-plus) 42. Which of the following is an external factor that affects pricing decisions? (competition) 43. ________ describes how responsive demand will be to a change in price. (Price elasticity) 44. A company sets not a single price, but rather a ________ that covers different items in its line that change over time as products move through their life cycles. (pricing structure) 45. Disadvantages of direct marketing to sellers include __________. (interaction with limited number of customers) 46. The fastest growing form of marketing is ________. (direct and digital marketing) 47. The benefits of direct and digital marketing for buyers are that it is ________. (easy, convenient, and private) 48. Which of the following statement is true regarding sellers and their use of direct and digital marketing. (Sellers have opportunities to engage in real-time marketing) 49. Companies involved in deciding which items to include in the base price and which to offer as options are engaged in ________ pricing. (optional-product) 50. It is most typical for producers who use captive-product pricing to set the price of the main product ________ and set ________ on the supplies necessary to use the product. (low; high markups) 51. What is the marketing term for a relatively small, well-defined and very focused target market? (a niche market) 52. Coca-Cola replaced its logo on its labelling on bottles with printed personalized names. This can be considered as an example le of an innovation in (Promotion) 53. dividing a market into different geographic units such as nations, states, regions, counties, cities, neighborhoods, population density, climate. (Geographic segmentation) 54. dividing the market into groups based in demographic variables such as age, gender, family size, family cycle, income, occupation, education, religion, race, and nationality. (Demographic segmentation) 55. divides buyers into different groups based o social class, lifestyle, and personality characteristics. (Psychographic segmentation) 56. divides buyers into groups, based on their knowledge, occasions, usage status, usage rate, benefits, attitude, use, or response to a product. (Behavioral Segmentation) 57. measurability, accessibility, substantiality, actionability. (Effective Segmentation) 58. Evaluating each market's segment attractiveness and selecting one or more segments (Market Targeting) 59. segment size and growth, segment structural attractiveness, company objectives and resources. (Evaluating Market Segments) 60. Undifferentiated, Concentrated, Differentiated market strategy (Selecting Market Segments) 61. ignores market segmentation differences and goes after the whole market with market offer. (Undifferentiated marketing strategy) 62. the firm targets several market segments and designs separate offers for each. (Differentiated marketing strategy) 63. appealing to companies with limited resources. Instead of going for a small share of a large market, the firm pursues a large share of one or more small markets. 64. (Concentrated marketing strategy) 65. Measurable, Substantial, Actionable & Accessible (Choosing a market coverage strategy) 66. the degree to which the segment's size and purchasing power can be measured. (measurability) 67. the degree to which segments can be accessed and served. (Accessibility) 68. the degree to which effective programs can be designed for attracting and serving segments. (actionability) 69. the degree to which segments are large or profitable enough to serve as markets. (substantiality) 70. formulating competitive positioning for a product and a detailed market mix (Market Positioning) 71. an advantage over competitors gained by offering consumers greater value either through lower prices or providing more benefits that justify higher prices. (Competitive Advantage) 72. Failing to position the company at all. (Under positioning) 73. giving buyers a too-narrow picture of the company. (Over positioning) 74. leaving buyers with a confused image or a company (Confused positioning and repositioning) 75. a map of consumer perceptions of competing brands (Perceptual Mapping) 76. Segmentation reflects the process of grouping customers in markets with some ________ into smaller, more similar or ________ segments. (Heterogeneity, homogeneous) 77. Marketers often use ________ to examine customers' perceptions of their offering against those of competitors. (Perceptual positioning maps) 78. A health club has a new fitness program for expectant mothers. After flyers were placed at the offices of area obstetricians, classes filled up within two days. Which segmentation success criterion was most influential in the success of this promotion? (Responsiveness) 79. _____ are characteristics of individuals, groups, or organizations that marketers use to divide a total market into segments. (Segmentation bases) 80. Military Spouses is the only publication in the world that targets readers who are "married to the military." Its content reflects the unique set of challenges, hardships, and rewards to those whose spouses are in the military. The marital status that has been used to distinguish the market for this magazine is an example of a(n): (segmentation base) 81. The purpose of market segmentation is to: (enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups) 82. A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is willing to exchange resources for the products. (market) 83. A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have similar product needs. (market segment) 84. _____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable. (Market segmentation) 85. All of the following are criteria for successful market segmentation EXCEPT: 86. (accountatbility) 87. According to the criterion of _____, a selected segment must be large enough to warrant developing and maintaining a special marketing mix. Serving the specific needs of this segment must be commercially viable, even if the number of potential customers is small. (substantiality) 88. Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes? (assessibility) 89. _____ 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. (Geographic segmentation) 90. eBook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-yearold women who must juggle family, husband, and job. According to a Redbook ad, "She's the product of the 'me generation,' the thirty-something woman who balances home, family, and career—more than any generation before her, she refuses to put her pleasures aside. She's old enough to know what she wants, and young enough to get it." This is an example of _____ (demographic and physchographic) 91. . 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? (Ethnic) 92. All the following are bases for psychographic segmentation EXCEPT: (benefits) 93. A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries. This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price. The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible. The store uses _____ segmentation. (psychographic) 94. NASCAR racing fans are some of the most diverse and loyal fans in the world. They will stand in the pouring rain, the freezing cold, or the blistering heat for hours to shake the hand and get the autograph of a NASCAR driver. These fans are not concentrated in any one area but are dispersed throughout the United States. A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market. (psychographic) 95. 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. (usage rate) 96. H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice. Block has great brand recognition, but consumers only care about it four months out of the year. H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round. (reposition) 97. All of the following are steps in the market segmenting process EXCEPT: (determining the objectives of the segmentation strategy) 98. After selecting a market for study and choosing bases for segmenting that market, the marketer must select the segmentation _____, which identify the specific segmentation variables to use (descriptors) 99. The debate over gay marriages is causing a great deal of furor, but it has done little to deplete the importance of the affluent gay market to businesses. Georgia Pacific and Mitchell Gold, a furniture manufacturer, are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays. To these companies and others, lesbians and gays are a desirable: (Target market) 100. Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix? (Undifferentiated) 101. 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 massmarket philosophy indicates she probably uses a(n) _____ strategy. (undifferentiated targeting) 102. All of the following are advantages of using a concentrated targeting strategy EXCEPT: (cannibalization) Name: Description: ...
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