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

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

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

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

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

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

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

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

C.   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.

A.   They protect and hide consumers’ data.

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

C.   They help consumers score good deals.

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.   gathering survey data and studying buying patterns

B.   gathering information about potential new customers

C.   administering surveys to diverse groups of people

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

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

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

A.   customized marketing

B.   one-to-one marketing

C.   differentiated marketing

A.   criteria used to test the quality of new products

B.   criteria used to classify customers into different groups

C.   criteria used to survey potential customers

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

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

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

A.   Emily enjoys kayaking.

B.   Isabella is Hispanic.

C.   Marcus has two siblings.

A.   Generation X

B.   Generation Z

C.   Generation Y

A.   understand how individuals use technology based on their age

B.   gain perspective on the target market’s social status

C.   understand the purchasing habits of people from different age groups

A.   Generation Z

B.   baby boomers

C.   Generation X

A.   three-quarters

B.   one-third

C.   one-half

A.   There is more focus on gender-neutral marketing.

B.   There is more reinforcement of gender stereotypes in marketing.

C.   There is less attention to gender in marketing.

A.   African Americans

B.   Hispanic Americans

C.   Asian Americans

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

B.   to categorize consumers based on characteristic buying behaviors

C.   to pinpoint emotional reactions that limit consumer buying activity

A.   achievers

B.   innovators

C.   experiencers

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

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

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

A.   demographic

B.   psychographic

C.   quantitative and qualitative

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

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

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

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 use a single brand for all its business concepts.

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

C.   Multisegment marketing allows Marriott to compete against itself.

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 maintain very high product quality.

B.   They charge very high prices for their products.

C.   They control a very large share of their market.

A.   niche marketing

B.   concentrated marketing

C.   microtargeting

A.   a celebrity who represents a company brand

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

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

A.   psychographics

B.   demographics

C.   polygraphics

A.   It provides detailed answers to personalized questions.

B.   It provides honest opinions about the company brand.

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.   Maggie

B.   Mark

C.   Justin

A.   a new version of a psychographic survey

B.   a marketing plan components document

C.   a television commercial for a new product

A.   develop a concept for a new type of product

B.   create a marketing campaign for a new company

C.   contribute to the marketing plan of a new product

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

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

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.   deciding which marketing communication channels to use for your product

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

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

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

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

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

A.   select a new product

B.   summarize psychographics

C.   begin developing a persona

A.   the project scenario

B.   Google Scholar

C.   the Shapiro Library

A.   determine what to call your target market

B.   develop a persona for your target market

C.   write up your notes on your target market