Deck 3: Segmentation, Targeting, Marketing Mix, Communication and Consumer Behavior

Question 1

In-store advertising is commonplace. Premier Retail Network (PRN) operates the network of flat screen televisions prominently positioned at high-traffic locations in more than 3,000 Wal-Mart stores and Sam's Clubs nationwide. PRN recently offered Wal-Mart the opportunity to target Hispanic customers by offering bilingual content in stores that have the highest concentration of Spanish-speaking customers. Which of the following statements about this new tactic are True?

A) The flat screen televisions are the channel
B) PRN will encode the advertising messages
C) Wal-Mart is the source
D) Wal-Mart customers will decode the advertising messages
E) All of the above statements about this new tactic are True

Answer 1

All of the above statements about this new tactic are True

Question 2

Which of the following is an example of a stimulus?

A) A picture of a beautiful beach
B) The smell of popcorn
C) The sound of police sirens
D) The taste of mint chocolate chip ice cream
E) All of the above

Answer 2

All of the above

Question 3

Due to readiness stage variables, college students are not typically in the market for burial plots.

Answer 3

True

Question 4

What is the fundamental differentiating device for all products?

Question 5

_____ is a useful business tool to identify new and expanded ways to improve services and enhance revenues. This tool identifies unique subsets of the population to target for specialized services and marketing initiatives.

A) Product positioning
B) Market aggregation
C) Market segmentation
D) Customer empowerment
E) Market sampling

Question 6

The population around Las Vegas grew more than 85 percent during the last census period. With this population growth expected to continue, St. Rose Dominican Hospital has announced plans to add a third acute-care hospital to its system in the Las Vegas area, "designed to meet the future needs of our valley's rapidly expanding population". St. Rose Dominican Hospital is relying on _____ segmentation.

A) Demographic
B) Psychographic
C) Geographic
D) Purchase-occasion
E) Psychological

Question 7

There is a pop culture legend that green M&M's care candy-coated aphrodisiacs. For Valentine's Day 2008, the manufacturer of M&M's marketed green bags of all green M&M's. What type of segmentation is being used to market the green M&M's?

A) Psychographic
B) Volume
C) Benefit
D) Geographic
E) None of the above