Chapter 2

A  write up your notes on your target market

B  develop a persona for your target market

C  determine what to call your target market

A  Google Scholar

B  the project scenario

C  the Shapiro Library

A  begin developing a persona

B  select a new product

C  summarize psychographics

A  by preparing and delivering a presentation on your product and marketing plan

B  by using Microsoft Word or Google Docs to type each part of the project

C  by using writing templates to draft each part of the project in the webtext

A  gathering quantitative and qualitative data to evaluate the marketing plan

B  developing a presentation of the marketing plan to deliver to the company

C  determining a way to evaluate the effectiveness of the marketing plan

A  continuing research on factors that affect pricing approach and pricing strategy

B  describing how to market your product and how it benefits the Chocolate Bliss brand

C  evaluating the effectiveness of the marketing plan and determining which adjustments are needed

A  deciding which marketing communication channels to use for your product

B  researching competitor prices to determine the price of the product

C  choosing a distribution channel and explaining why it is appropriate

A  recommending two marketing communication channels to use for your product

B  examining factors that affect pricing approach and determining a pricing strategy

C  developing your persona’s psychographic and demographic characteristics

A  researching different kinds of products that the company can market

B  developing several types of personas to market your product to

C  selecting a product and conducting target market research to develop a persona

A  create a marketing campaign for a new company

B  contribute to the marketing plan of a new product

C  develop a concept for a new type of product

A  a television commercial for a new product

B  a marketing plan components document

C  a new version of a psychographic survey

A  Mark

B  Maggie

C  Justin

A  Avoiding preexisting assumptions about your core customers.

B  Focusing on your real core customer, not your ideal customer.

C  Relying on your gut instincts about your target market.

A  It provides lots of information on all demographic groups.

B  It provides honest opinions about the company brand.

C  It provides detailed answers to personalized questions.

A  psychographics

B  polygraphics

C  demographics

A  a portrait of a typical member of a target market

B  a celebrity who represents a company brand

C  a picture of the person the customer wants to be

A  microtargeting

B  concentrated marketing

C  niche marketing

A  They charge very high prices for their products.

B  They control a very large share of their market.

C  They maintain very high product quality.

A  If the targeted group of customers stops buying, the company has no other source of revenue.

B  If the targeted group of customers likes the product, they will try to create their own version.

C  If the targeted group of customers grows, the company must increase production.

A  Multisegment marketing allows Marriott to use a single brand for all its business concepts.

B  Multisegment marketing allows Marriott to compete against itself.

C  Multisegment marketing allows Marriott to target multiple groups of consumers.

A  Marketing that plays to stereotypes should focus on food.

B  Marketing that plays to stereotypes only works with women.

C  Marketing that plays to stereotypes can still be very effective.

A  The market for pork sandwiches is not large enough to be profitable.

B  It would be inconsistent with the company’s mission.

C  The company would not have any of the necessary resources to sell the product.

A  demographic

B  psychographic

C  quantitative and qualitative

A  someone who buys a handbag that is a replica of a well-known luxury version

B  someone who buys toothpaste from Crest, an established brand

C  someone who buys a budget-brand laundry detergent at a discount store

A  achievers

B  innovators

C  experiencers

A  to categorize consumers based on characteristic buying behaviors

B  to pinpoint emotional reactions that limit consumer buying activity

C  to identify the buying motivations that are shared by all consumers

A  Asian Americans

B  African Americans

C  Hispanic Americans

A  There is less attention to gender in marketing.

B  There is more focus on gender-neutral marketing.

C  There is more reinforcement of gender stereotypes in marketing.

A  one-third

B  three-quarters

C  one-half

A  Generation Z

B  baby boomers

C  Generation X

A  understand the purchasing habits of people from different age groups

B  gain perspective on the target market’s social status

C  understand how individuals use technology based on their age

A  Generation Y

B  Generation Z

C  Generation X

A  Isabella is Hispanic.

B  Marcus has two siblings.

C  Emily enjoys kayaking.

A  Demographics are external factors, while psychographics are internal personal traits.

B  Demographics analyze current market information, while psychographics attempt to predict future trends.

C  Demographics concentrate on consumer needs, while psychographics ask what consumers really want.

A  criteria used to test the quality of new products

B  criteria used to survey potential customers

C  criteria used to classify customers into different groups

A  customized marketing

B  differentiated marketing

C  one-to-one marketing

A  to form relationships with their customers by creating experiences that their customers enjoy

B  to collect personal information on their customers that they can sell to other businesses

C  to encourage their customers to try recreating the store’s baked goods at home

A  gathering information about potential new customers

B  administering surveys to diverse groups of people

C  gathering survey data and studying buying patterns

A  by urging their customers to travel at a different time of year than they had before

B  by prompting their customers to visit different types of places than they were used to

C  by suggesting new trips similar to those their customers had taken previously

A  using the experience of the CEO

B  gathering data on consumers

C  gathering data on competing companies

A  They help consumers score good deals.

B  They allow marketers to better understand customer buying behavior.

C  They protect and hide consumers’ data.

A  Targeted marketing requires the company to gather information about its customers, allowing the company to effectively taper its marketing mix to customers who are most likely to buy its product.

B  Targeted marketing is a method that companies use to avoid competing with companies that use a mass marketing approach.

C  Targeted marketing focuses on a smaller market and therefore cannot enlarge a company’s customer base.

A  Targeted marketing can lead to too many offerings, while mass marketing only allows for one offering.

B  Mass marketing differentiates customers based on their needs, while targeted marketing offers a “one-size-fits-all” approach.

C  Targeted marketing adjusts the marketing mix to appeal to different customers, while mass marketing lacks differentiation.

A  Ford marketed a range of customizable cars in automobile magazines.

B  Ford marketed a single product to a select group of high-end consumers.

C  Ford marketed a single product to consumers in every major newspaper.

A  They allow marketers to appeal to stereotypes without studying their customers carefully.

B  They allow marketers to develop strategies to appeal to different parts of the population.

C  They allow marketers to ignore customers’ wants and needs.