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.

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

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

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

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

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

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

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

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

A.   They allow marketers to better understand customer buying behavior.

B.   They help consumers score good deals.

C.   They protect and hide consumers’ data.

A.   gathering data on consumers

B.   using the experience of the CEO

C.   gathering data on competing companies

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

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

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

A.   administering surveys to diverse groups of people

B.   gathering information about potential new customers

C.   gathering survey data and studying buying patterns

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

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

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

A.   differentiated marketing

B.   one-to-one marketing

C.   customized marketing

A.   criteria used to classify customers into different groups

B.   criteria used to test the quality of new products

C.   criteria used to survey potential customers

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

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

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

A.   Marcus has two siblings.

B.   Isabella is Hispanic.

C.   Emily enjoys kayaking.

A.   Generation Y

B.   Generation Z

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 X

B.   baby boomers

C.   Generation Z

A.   one-third

B.   three-quarters

C.   one-half

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.   Asian Americans

B.   Hispanic Americans

C.   African Americans

A.   to identify the buying motivations that are shared by all consumers

B.   to pinpoint emotional reactions that limit consumer buying activity

C.   to categorize consumers based on characteristic buying behaviors

A.   innovators

B.   experiencers

C.   achievers

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

B.   someone who buys toothpaste from Crest, an established brand

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

A.   quantitative and qualitative

B.   psychographic

C.   demographic

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.   Marketing that plays to stereotypes should focus on food.

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

C.   Marketing that plays to stereotypes only works with women.

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

B.   Multisegment marketing allows Marriott to compete against itself.

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

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

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 stops buying, the company has no other source of revenue.

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.   niche marketing

B.   concentrated marketing

C.   microtargeting

A.   a celebrity who represents a company brand

B.   a picture of the person the customer wants to be

C.   a portrait of a typical member of a target market

A.   polygraphics

B.   demographics

C.   psychographics

A.   It provides honest opinions about the company brand.

B.   It provides detailed answers to personalized questions.

C.   It provides lots of information on all demographic groups.

A.   Relying on your gut instincts about your target market.

B.   Avoiding preexisting assumptions about your core customers.

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

A.   Justin

B.   Mark

C.   Maggie

A.   a marketing plan components document

B.   a new version of a psychographic survey

C.   a television commercial for a new product

A.   contribute to the marketing plan of a new product

B.   create a marketing campaign for a new company

C.   develop a concept for a new type of product

A.   developing several types of personas to market your product to

B.   selecting a product and conducting target market research to develop a persona

C.   researching different kinds of products that the company can market

A.   examining factors that affect pricing approach and determining a pricing strategy

B.   developing your persona’s psychographic and demographic characteristics

C.   recommending two marketing communication channels to use for your product

A.   researching competitor prices to determine the price of the product

B.   deciding which marketing communication channels to use for your product

C.   choosing a distribution channel and explaining why it is appropriate

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

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

C.   continuing research on factors that affect pricing approach and pricing strategy

A.   developing a presentation of the marketing plan to deliver to the company

B.   determining a way to evaluate the effectiveness of the marketing plan

C.   gathering quantitative and qualitative data to evaluate the marketing plan

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

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

C.   by preparing and delivering a presentation on your product and marketing plan

A.   summarize psychographics

B.   select a new product

C.   begin developing a persona

A.   Google Scholar

B.   the project scenario

C.   the Shapiro Library

A.   write up your notes on your target market

B.   determine what to call your target market

C.   develop a persona for your target market