_____________________ is achieved by positioning a product apart from the competition in the eyes of the consumer.

• Segment marketing
• a positioning map
• product differentiation
• segment analytics
• mass marketing

Toyota markets several well-known brands including Scion, Yaris, Corolla and Prius. Which form of market segmentation is Toyota using in the car market?

• Individualized marketing
• Differentiation marketing
• mass marketing
• Segment marketing
• Niche marketing

Which segmentation base is usually the main determinant in why consumers purchase a product?

• psychographic
• behavioral
• attitudinal
• geographic
• demographic

Sally has a beauty salon in downtown Toronto. After a lot of analysis, she decides to focus her efforts on business women who work within a 3 kilometer radius of her business. Which segmentation variables is Sally using?

• demographic and behaviouristic
• demographic and geographic
• geographic and psychographic
• psychographic and demographic
• behaviouristic and geographic

When long-term changes in consumer attitudes of the brand require a shift in the brand's image, this is called

• positioning map
• segmentation
• head-to-head positioning
• repositioning
• differentiation positioning

Which of the following is a psychographic variable?

• home ownership
• ethnic background
• personality traits
• loyalty status
• frequency of use

Charlie buys tires for the delivery trucks at his courier company. This is an example of

• product positioning
• market segmentation
• the consumer market
• the business market
• buying centre

__________ is the second step in the six step process of segmenting markets.

• Identifying specific business unit objectives
• Selecting target markets
• Grouping potential buyers into segments
• Taking marketing actions to reach target markets
• Grouping product to be sold into categories

A bike manufacturer wants to understand how best to attract buyers for a range of different bicycles. Which tool would be most useful?

• Repositioning
• Niche marketing
• Personas
• Mass marketing
• Segmentation analytics

Idle production capacity can be reduced by

• allowing personnel to work overtime.
• using a straight salary compensation plan.
• hiring additional full-time personnel.
• increasing the number of workdays per week as well as increasing the hours per day for employees.
• cutting a part-time worker's hours during slow periods.

When selecting a brand name, it should: (1) suggest product benefits; (2) be memorable, distinctive and positive; (3) fit the company or product image; (4) have the ability to be legally protected; and (5) __________.

• be simple
• contain no hidden meanings
• be humorous
• suggest an air of mystery
• be easy to spell and pronounce

A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is referred to as a(n)

• market
• ware
• merchandise item
• object
• product

Which of the following is the best example of a specialty product?

• cash from an ATM
• a Merriam-Webster dictionary
• a Sony Blu-Ray player
• Dial hand soap
• a Ferretti yacht

Online services do not have the marketing concerns of inconsistency because

• equipment comes with warranties.
• equipment can be easily serviced if something goes wrong.
• employees do not have direct contact when providing services to consumers.
• equipment-based services are not really services at all but highly specialized tangible products.
• equipment-based services generally deal more with industrial firms than ultimate consumers.