Podcast
Questions and Answers
Large firms can cover a whole market in two broad ways: through differentiated or ______ marketing.
Large firms can cover a whole market in two broad ways: through differentiated or ______ marketing.
undifferentiated
In ______ marketing, the firm ignores segment differences and goes after the whole market with one offer.
In ______ marketing, the firm ignores segment differences and goes after the whole market with one offer.
undifferentiated
Undifferentiated marketing is appropriate when all consumers have roughly the same preferences and the market shows no natural ______.
Undifferentiated marketing is appropriate when all consumers have roughly the same preferences and the market shows no natural ______.
segments
Henry Ford epitomized this strategy when he offered the Model-T Ford in one ______.
Henry Ford epitomized this strategy when he offered the Model-T Ford in one ______.
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The argument for mass marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher ______.
The argument for mass marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher ______.
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The narrow product line keeps down the costs of research and development, production, inventory, transportation, marketing research, advertising, and product ______.
The narrow product line keeps down the costs of research and development, production, inventory, transportation, marketing research, advertising, and product ______.
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Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or ______.
Geographic segmentation divides the market into geographical units such as nations, states, regions, counties, cities, or ______.
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The major segmentation variables are geographic, demographic, psychographic, and ______ segmentation.
The major segmentation variables are geographic, demographic, psychographic, and ______ segmentation.
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Adjusting the marketing program to recognize customer differences is key in ______.
Adjusting the marketing program to recognize customer differences is key in ______.
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In grassroots marketing, activities concentrate on getting as close and personally relevant to individual ______ as possible.
In grassroots marketing, activities concentrate on getting as close and personally relevant to individual ______ as possible.
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Do people who want 'quality' rather than 'low price' in an automobile differ in their geographic, demographic, and ______ makeup?
Do people who want 'quality' rather than 'low price' in an automobile differ in their geographic, demographic, and ______ makeup?
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The company can tailor marketing programs to the needs and wants of local customer groups in trading areas, ______, even individual stores.
The company can tailor marketing programs to the needs and wants of local customer groups in trading areas, ______, even individual stores.
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When publisher Scott Donaton took over Entertainment Weekly, he repositioned the magazine away from celebrity lifestyles to focus more directly on ______ itself
When publisher Scott Donaton took over Entertainment Weekly, he repositioned the magazine away from celebrity lifestyles to focus more directly on ______ itself
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Every event, sales program, marketing initiative gets poured through the ______
Every event, sales program, marketing initiative gets poured through the ______
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The goal being to keep and enhance the things that are true to who you are; kill the things that aren’t, necessarily; and create great new things that are even better expressions of who you ______
The goal being to keep and enhance the things that are true to who you are; kill the things that aren’t, necessarily; and create great new things that are even better expressions of who you ______
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Out was the glitzy annual Oscar party at Elaine’s restaurant in New York City; in its place was a week-long Academy Awards program at ArcLight Theater in Hollywood showcasing all the best-pictures nominees and featuring a panel discussion with nominated ______
Out was the glitzy annual Oscar party at Elaine’s restaurant in New York City; in its place was a week-long Academy Awards program at ArcLight Theater in Hollywood showcasing all the best-pictures nominees and featuring a panel discussion with nominated ______
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Positioning requires that marketers define and communicate similarities and differences between their brand and its ______
Positioning requires that marketers define and communicate similarities and differences between their brand and its ______
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The updated positioning became a ______ that guided the content and marketing of the magazine
The updated positioning became a ______ that guided the content and marketing of the magazine
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Competitive points-of-parity are associations designed to overcome perceived weaknesses of the ______.
Competitive points-of-parity are associations designed to overcome perceived weaknesses of the ______.
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A competitive point-of-parity may be required to either negate competitors’ perceived points-of-difference or negate a perceived vulnerability of the brand as a result of its own ______.
A competitive point-of-parity may be required to either negate competitors’ perceived points-of-difference or negate a perceived vulnerability of the brand as a result of its own ______.
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One good way to uncover key competitive points-of-parity is to role-play competitors’ positioning and infer their intended ______.
One good way to uncover key competitive points-of-parity is to role-play competitors’ positioning and infer their intended ______.
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Consumer research into the trade-offs consumers make in their purchasing decisions can also be ______.
Consumer research into the trade-offs consumers make in their purchasing decisions can also be ______.
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If, in the eyes of consumers, a brand can 'break even' in those areas where it appears to be at a disadvantage and achieve advantages in other areas, the brand should be in a strong—and perhaps unbeatable—competitive ______.
If, in the eyes of consumers, a brand can 'break even' in those areas where it appears to be at a disadvantage and achieve advantages in other areas, the brand should be in a strong—and perhaps unbeatable—competitive ______.
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Principles of Marketing suggest that Competitor’s PODs will, in turn, suggest the brand’s ______.
Principles of Marketing suggest that Competitor’s PODs will, in turn, suggest the brand’s ______.
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Customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. This leads to segments of one, customized marketing, or one-to-one marketing. This is the ultimate level of ____________.
Customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. This leads to segments of one, customized marketing, or one-to-one marketing. This is the ultimate level of ____________.
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Marketers must target carefully to avoid consumer backlash. Some consumers resist being labeled. For example, singles may reject single-serve food packaging because they don't want to be reminded they are eating alone. Elderly consumers who don't feel their age may not appreciate products that label them as ____________.
Marketers must target carefully to avoid consumer backlash. Some consumers resist being labeled. For example, singles may reject single-serve food packaging because they don't want to be reminded they are eating alone. Elderly consumers who don't feel their age may not appreciate products that label them as ____________.
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Market targeting can generate public controversy when marketers take unfair advantage of vulnerable groups, such as children, or disadvantaged groups, such as inner-city poor people, or promote potentially harmful products. The cereal industry has faced criticism for marketing efforts directed towards ____________.
Market targeting can generate public controversy when marketers take unfair advantage of vulnerable groups, such as children, or disadvantaged groups, such as inner-city poor people, or promote potentially harmful products. The cereal industry has faced criticism for marketing efforts directed towards ____________.
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Some consumers resist being labeled. For example, singles may reject single-serve food packaging because they don't want to be reminded they are eating alone. Elderly consumers who don't feel their age may not appreciate products that label them as ____________.
Some consumers resist being labeled. For example, singles may reject single-serve food packaging because they don't want to be reminded they are eating alone. Elderly consumers who don't feel their age may not appreciate products that label them as ____________.
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Customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. This leads to segments of one, customized marketing, or one-to-one marketing. This is the ultimate level of ____________.
Customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. This leads to segments of one, customized marketing, or one-to-one marketing. This is the ultimate level of ____________.
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The ultimate level of segmentation leads to segments of one, customized marketing, or one-to-one marketing. Today, customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. Ethical market targeting is crucial to avoid consumer backlash and potential public controversy. Marketers must be sensitive to avoid labeling consumers based on factors like age or taking unfair advantage of vulnerable groups. For example, the cereal industry has faced criticism for marketing efforts directed towards ____________.
The ultimate level of segmentation leads to segments of one, customized marketing, or one-to-one marketing. Today, customers are taking more individual initiative in determining what and how to buy. They log onto the Internet, look up information and evaluations of product or service offerings, and conduct dialogue with suppliers, users, and product critics to design the product they want. Ethical market targeting is crucial to avoid consumer backlash and potential public controversy. Marketers must be sensitive to avoid labeling consumers based on factors like age or taking unfair advantage of vulnerable groups. For example, the cereal industry has faced criticism for marketing efforts directed towards ____________.
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