Question 1

Before starting Pedigree Pajamas, the owner of the company realized that he was treating his dog as if it were a child and that a lot of his friends did the same thing. So in what he perceived as a dog-friendly environment, he launched a line of doggie pajamas-available from size 6 for Chihuahuas to size 30 for Great Danes. The ads for Pedigree Pajamas had to convince people that dogs slept better in pajamas. A product that has to create primary demand is more than likely in the _____ stage of the product life cycle.

Accepted Answer

The product is in the introductory stage of the product life cycle because it is a new concept that requires creating primary demand among consumers who are not yet aware that they might need or want the product.

Question 2

The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded, and packaged.

Accepted Answer

The product element of the marketing mix refers to the tangible or intangible item being sold, including its design, classification, positioning, branding, and packaging.

Question 3

The _____ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.

Accepted Answer

The target market refers to the specific group of customers that a product is intended for. In this case, Huggies disposable washcloths are most likely targeted towards first-time parents with discretionary income who prioritize convenience over environmental concerns. This demographic would value the convenience of disposable washcloths for their infants, and are likely willing to spend extra money to save time and effort. Therefore, option C is the correct answer.

Question 4

Which of the following statements about the target marketing process is true?

Accepted Answer

The target marketing process involves assessing the viability of the segments identified in the market segmentation process first, before selecting one or more target markets. Once the most viable target market has been identified, content, look, feel, and advertising budget can then be determined. Therefore, option E is the correct statement. Option A is incorrect since the target marketing process involves more than just determining the content, look and feel of advertising. Option B is incorrect because primary demand is not a part of target marketing, but rather a part of product promotion. Option C is incorrect because an advertiser can target multiple markets. Option D is incorrect because setting the advertising budget is a separate process from the target marketing process.

Question 5

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

Accepted Answer

Once market segmentation has been done, the next step for a marketer is to identify which specific segments they want to target (target marketing process). This involves evaluating the attractiveness of each segment and selecting one or more segments that the marketer believes their product or service can successfully serve. From there, the marketer can develop marketing strategies and tactics specific to each chosen segment.

Question 6

When pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Accepted Answer

Direct-to-consumer (DTC) advertising by pharmaceutical companies is an example of a pull strategy. This is because the advertising is aimed at creating demand among consumers, who then ask their physicians for the advertised product. The pharmaceutical companies are "pulling" the demand for their product through advertising, rather than "pushing" it through sales representatives who promote the product to physicians. By creating consumer demand, the pharmaceutical companies are able to influence which medications are prescribed by physicians as they cater to a patient's request.

Question 7

Drawing on almost 50 years of experience, Cotton Council International (CCI), the export promotion arm of the National Cotton Council is devoted to expanding U.S. cotton exports by capitalizing on consumer preference for cotton fiber and its products. CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing. CCI uses:

Accepted Answer

CCI uses a pull strategy where they try to entice consumers to purchase more cotton products by promoting the benefits of cotton fiber. This is done through advertising and spreading awareness of the benefits of 100% cotton clothing.

Question 8

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

Accepted Answer

In the business market, product demonstrations are one of the key bases for making purchase decisions as businesses want to ensure that the product meets their specific needs and requirements. Promotional appeals that highlight the product's features and benefits through demonstrations can be very effective in influencing purchase decisions. Brand equity, wholesaler, retailer, and market concentration are also factors that may be considered in business purchase decisions, but product demonstrations are typically the most important.

Question 9

_____ is the pattern of attitudes and activities that help people modify their social and self-image.

Accepted Answer

Primary motivation refers to the underlying reasons or drives that influence individuals' behaviors and attitudes, helping them shape their social and self-image.

Question 10

To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines, and started distributing the product through gourmet coffee shops. What has been changed?

Accepted Answer

The marketing mix includes product, price, place (distribution), and promotion. The maker of Hill's coffee has changed the product's package design (product), reformulated the coffee (product), begun advertising price discounts in women's magazines (price and promotion), and started distributing the product through gourmet coffee shops (place/distribution).

Question 11

The sale of traditional brands of chocolate candy bars is declining. The manufacturers of candy have noticed that the demand for energy-boosters is up. As a result, they have introduced a new type of candy bar called "buzz bars." The new candy bars have 60 milligrams of caffeine, with taurine and B vitamins. The candy industry had to create _____ for buzz bars.

Accepted Answer

Primary demand is created when a new product is introduced to the market and the company needs to stimulate interest in the product category itself, rather than a specific brand. In this case, the candy industry is introducing "buzz bars," a new type of candy bar, thus needing to create a demand for this new category of energy-boosting candy bars.

Question 12

The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants.

Accepted Answer

The total product concept refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic, and other consumer needs and wants. Other options are not relevant to the given definition.

Question 13

Seagram's of North America provides its resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the distillery's products. In this example, Seagram's is using a:

Accepted Answer

Seagram's is using a push strategy by providing elaborate point-of-purchase displays to encourage resellers to stock and promote their products. A push strategy involves pushing the product through the distribution channel to the end customer by providing incentives to resellers, such as displays, discounts, and promotions.

Question 14

Which of the following marketing activities most likely takes place in the business market?

Accepted Answer

The purchase of a case of Campbell's brand soups by a supermarket is a business-to-business transaction, as the supermarket is purchasing the soup to resell to its customers. The other options involve transactions between individuals or between an individual and a service provider.

Question 15

When compared to consumer markets, business markets:

Accepted Answer

Business markets typically have more systematic and formalized purchasing procedures than consumer markets. They often involve multiple decision-makers and can be more complex in terms of the negotiation and contracting process. While there may be fewer buyers overall in business markets, they tend to have more purchasing power and influence. Business markets can also be segmented using a variety of criteria, including demographic, geographic, and behavioral factors.

Question 16

In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families. Plus, women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation.

Accepted Answer

Demographic segmentation is based on basic characteristics of the population, such as age, gender, income, educational level, and occupation. In this case, targeting women is a demographic strategy, as it is based on the characteristic of gender.

Question 17

Consumer demand for a whole product category such as DVD players, pickles, or laptop computers is called _____ demand.

Accepted Answer

Primary demand refers to the demand for a whole product category rather than for a specific brand within that category.

Question 18

A pizza restaurant buys fountain Coca-Cola, which it sells to its customers. The pizza restaurant is an example of a(n):

Accepted Answer

The pizza restaurant buys Coca-Cola with the intention of reselling it to its customers, making it a reseller in this scenario.

Question 19

Which of the following is most likely a potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches?

Accepted Answer

Pre-teen males are the most likely target market for Halloween costumes based on WWE characters, as they are likely to be fans of the wrestling matches and want to emulate their favorite wrestlers. Older adults who enjoy Olympic wrestling or people who find the WWE to promote violence may not be interested, while children of sports enthusiasts and those who have attended WWE matches may be potential customers but not as likely as pre-teen males.

Question 20

The North American Industry Classification System (NAICS) codes:

Accepted Answer

NAICS codes organize all industries in the economy into 20 broad sectors, making it a useful tool for marketers to identify potential target markets and conduct industry analysis. The other options are incorrect as SIC is not replacing NAICS, NAATO has no role in publishing NAICS, NAICS is relevant for marketers using direct mail, and NAICS codes are publicly available and not confidential.

Quiz 4: Segmentation, Targeting, and the Marketing Mix