Chapter 6 marketing Copy Crossword
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
                                                         
 
 
Down: 1) Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing. differentiated individual concentrated local mass 2) Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation? Geographic Demographic Occasion Psychographic Benefit 4) Urban, rural, and suburban are examples of geographic segmentation variables. True False 5) Which of the following is an approach where firms target a whole market based on common consumer needs? Concentrated marketing Undifferentiated marketing Demographic segmentation Micromarketing Geographic segmentation 6) To be useful, market segments must have all of the following characteristics EXCEPT which one? Actionable Differentiable Convenient Measurable Substantial 7) Urban, rural, and suburban are examples of geographic segmentation variables. True False 9) Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season are targeting their consumers primarily through ________ segmentation. occasion age and life-cycle demographic psychographic income 10) All of the following terms refer to tailoring products and marketing programs to the needs and preferences of individual customers EXCEPT ________. markets-of-one marketing mass customization one-to-one marketing individual marketing niche marketing 11) Bose promises "better sound through research." This is an example of ________. price differentiation product differentiation people differentiation channel differentiation services differentiation 12) Marketers use ________ segmentation to target affluent customers with convenience services. benefits sought usage rate income occasion gender 13) Companies are likely to gain ________ through speedy, convenient, or careful delivery of products. services differentiation product differentiation people differentiation channel differentiation price differentiation 15) If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments. differentiable reachable observable accessible measurable 17) ________ marketing is the broadest form of marketing. Segmented Niche Differentiated. Mass Concentrated 18) Zeal is a popular automobile brand, and its positioning statement is: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement? Brand name Product category Point of difference Need Target audience 19) Obviously, the winning value proposition would be to offer ________, but in the long run, companies find it very difficult to sustain such best-of-both positioning. same for less more for the same more for less more for more less for much less 22) When companies like Glossier and Allbirds set themselves apart by selling primarily or exclusively through direct-to-consumer online channels they are employing ________ differentiation. people product packaging image channel 24) Usage rate and loyalty status are examples of ________ segmentation variables. behavioral age and life-cycle geographic user status psychographic 27) Lifestyle and personality are examples of ________ segmentation variables. demographic behavioral user status geographic psychographic 30) If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments. differentiable reachable observable accessible measurable 31) Product positioning is the place the product occupies in ________ minds relative to competing products. suppliers' competitors' marketers' consumers' executives'33) P&G boosting the market for Vicks Nyquil, DayQuil, and VapoRub remedies during the cold and flu season, attempting to build up product usage, is an example of segmenting by ________. user status intermarket income occasions loyalty status 34) Positioning is the first major step in designing a customer value-driven marketing strategy. True False 35) Urban, rural, and suburban are examples of geographic segmentation variables. True False 37) Positioning is the first major step in designing a customer value-driven marketing strategy. True False 38) Positioning is the first major step in designing a customer value-driven marketing strategy. True False 39) Segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product exemplifies segmenting by ________. usage rate user status loyalty status benefits sought occasion 43) The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation. geographic age and life-cycle demographic user status benefit 47) Urban, rural, and suburban are examples of geographic segmentation variables. True False Across: 3) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. channel people image usage-rate user-status 8) Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition. same for less more for the same more for less all or nothing more for more 12) A market segment is less attractive when ________. it is difficult for new entrants to enter the segment it contains powerful suppliers who can control prices there are few aggressive competitors in the segment substitute products are unavailable in the segment buyers in the market segment have weak bargaining powers 14) Urban, rural, and suburban are examples of geographic segmentation variables. True False 16) Urban, rural, and suburban are examples of geographic segmentation variables. True False 20) Urban, rural, and suburban are examples of geographic segmentation variables. True False 21) Involving customers on word of mouth and social media, and using customer-ambassadors to champion the brand are making use of consumer ________. life cycle loyalty benefits occasions usage 23) Urban, rural, and suburban are examples of geographic segmentation variables. True False 25) ________ is often framed as the "battle for the mind of the consumer." Positioning Differentiation Market segmentation Market targeting Mass marketing 26) Company and brand positioning should be summed up in a ________. positioning statement mission statement profit statement vision statement corporate statement 28) Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy. same for less less for much less more for less mor for the same more for more 29) Positioning is the first major step in designing a customer value-driven marketing strategy. True False 32) The unmistakable sights, sounds, smells, and ambiance that permeate a visit to a Starbucks mean that the company uses ________ differentiation. packaging experience pricing people ingredient 36) Positioning is the first major step in designing a customer value-driven marketing strategy. True False 40) Segmenting markets into light, medium, and heavy product users represents a method of segmentation called ________. loyalty status segmentation benefit segmentation usage rate segmentation user status segmentation behavioral segmentation 41) ________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior. Positioning Differentiation Mass marketing Market segmentation Market targeting 42) Urban, rural, and suburban are examples of geographic segmentation variables. True False 44) Urban, rural, and suburban are examples of geographic segmentation variables. True False 45) A brand difference is said to be ________ if it delivers a highly valued benefit to target buyers. communicable profitable distinctive important superior 46) Niche marketing is another name for ________ marketing. mass concentrated segmented differentiated undifferentiated 48) Market segments that can be effectively reached and served are said to be ________. measurable profitable actionable substantial accessible 49) When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________. observable substantial actionable accessible measurable 50) Urban, rural, and suburban are examples of geographic segmentation variables. True False 51) Urban, rural, and suburban are examples of geographic segmentation variables. True False
 

 

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