08PR_03,基于消费者洞察的广告策略,中山大学吴柏林老师,绝密资料_02a1

Chapter 11—Setting Product and Brand StrategyTrue/False Questions1. A product is anything that can be offered to a market to satisfy a want or need. True (easy) p. 2122.The most fundamental level of a customer value hierarchy is called the expected product. False(moderate) p. 2123. A potential product is a set of attributes and conditions that buyers normally expect when they buythe product. False (difficult) p. 2134.The fourth level of the customer value hierarchy is when the marketer prepares an augmented productthat exceeds customer expectations. True (moderate) p. 2135.Hotel guests expect a clean bed and fresh towels. This is the core benefit level of the hotel ―product.‖False (easy) p. 2126.Nondurable goods are tangible goods that are normally consumed in one or a few uses, such as beerand soap. True (moderate) p. 2147.Unsought goods are tangible goods that normally survive many uses, such as refrigerators. False(moderate) p. 2148.Shopping goods are goods that consumers do not know about or do not normally think of buying,such as smoke detectors. False (moderate) p. 2149. A person‘s consumption system includes the way the person performs the task of getting, using,fixing, and disposing of the product. True (easy) p. 21310.Supplies are short-lasting goods and services that facilitate developing or managing the finishedproduct. True (moderate) p. 21411.The length of a product mix refers to how many variants of each product are offered. False (difficult)p. 21412.Product line length refers to the total number of items in the mix. True (moderate) p. 21513.Product line consistency refers to the total number of items in a product mix. False (moderate) p.21514.Stretching a product line upward runs the risk of cannibalization of the product line. False (moderate)p. 21515.When Suzuki announces a low-priced, fully equipped sport bike to attract customers into theshowroom, it is an example of a downward stretching of the product line. True (moderate) p. 215 16.The addition of jalapeño flavored kettle chips to the Lays snack line is an example of line-filling.True (moderate) p. 21613717.The most enduring meanings of a brand are its values, culture, and personality. True (easy) p. 21718.When Coca-Cola introduced its new Vanilla Coke brand it illustrated an example of line extensions.True (moderate) p. 22219.One way to extend a brand is through licensing the company name for use on other products. True(moderate) p. 22320.A Dodge pickup with a Cummins diesel engine in it provides an example of multiple-sponsor co-branding. False (difficult) p. 223Multiple Choice Questions21.An airline is considering offering Internet access and satellite-sent videos on demand in their alreadyposh first class sections. These additions represent _______________.a.)the core benefitb.)the basic productc.)the expected productd.)the augmented producte.)the potential product (easy) p. 21322.The most fundamental level of a customer value hierarchy is called the _______________.a.)core benefit (moderate) p. 212b.)basic productc.)expected productd.)augmented producte.)potential product23.Which of the following is the best example of a basic product?a.)Zhou buys a used Schwinn bicycle for transportation.b.)Marlinda stays in a Marriott because she likes the nightly mint on her pillow.c.)Tate eats at Wendy‘s because she likes the 99-cent value products.d.)Sophie gets a clean room at the Ramada Inn. (moderate) p. 212e.)Morgan enjoys the coupons in the Sunday newspaper.24.A(n) _______________ is a set of attributes and conditions that buyers normally expect when theybuy the product.a.)core benefitb.)basic productc.)expected product (moderate) p. 212d.)augmented producte.)potential product13825.Absolute Snowboard Shop offers an extended warranty on the boards it sells; a free checkup onemonth into the season; and even tunes up and delivers boards. In terms of the customer valuehierarchy, the board shop is offering a(n) _______________ product.a.)coreb.)basicc.)service-addedd.)expectede.)augmented (difficult) p. 21326.Which of the following is not a quality normally associated with services?a.)They are intangible.b.)They are variable.c.)They are perishable.d.)They are durable. (easy) p. 214e.)They normally require more quality control.27.Which of the following best describes the way in which the user performs the tasks of getting, using,fixing, and disposing of the product?a.)consumption system (moderate) p. 213b.)distribution systemc.)purchasing systemd.)convenience systeme.)shopping system28.Which of the following is not normally true of durable goods?a.)They survive many uses.b.)They require more personal selling and service.c.)They command higher margins.d.)They require more seller guarantees.e.)They are more variable in their delivery of core needs. (moderate) p. 21429._______________ are tangible goods that are normally consumed in one or a few uses such as beerand soap.a.)Nondurable goods (easy) p. 214b.)Durable goodsc.)Extensive goodsd.)Specialty goodse.)Unsought goods30.Which of the following is the BEST example of nondurable goods?a.)living room furnitureb.)aluminum cookwarec.)watchesd.)breakfast cereals (easy) p. 214e.)computer monitors13931.Which of the following are tangible goods that normally survive many uses?a.)nondurable goodsb.)durable goods (easy) p. 214c.)extensive goodsd.)specialty goodse.)unsought goods32.Products that are bought frequently, immediately, and with little effort, such as newspapers or snackitems are called _______________ goods.a.)nondurableb.)convenience (easy) p. 214c.)heterogeneous shoppingd.)staplese.)homogeneous shopping33.Bowers will drive hours to buy an item for his Nirvana memorabilia collection. It is hard to find goodand original items associated with Nirvana because there are so many collectors of this memorabilia.In terms of the consumer-goods classification, Nirvana memorabilia is an example of a_______________ good.a.)convenienceb.)nondurablec.)heterogeneous shoppingd.)specialty (moderate) p. 214e.)homogeneous shopping34._______________ are goods that consumers do not know about or do not normally think of buying,such as smoke detectors.a.)Convenience goodsb.)Shopping goodsc.)Specialty goodsd.)Unsought goods (moderate) p. 214e.)Homogeneous goods35.Unprocessed grain, cotton, iron ore, and bulk copper are all classified as _______________.a.)component materialsb.)capital itemsc.)supplies and business servicesd.)raw materials (moderate) p. 214e.)component partsputer chips, heavy duty batteries, and wiring assemblies are all examples of _______________.a.)component materialsb.)capital itemsc.)supplies and business servicesd.)raw materialse.)component parts(moderate) p. 21414037.Long-lasting goods such as a metal stamping equipment or an industrial drill press are classified as_______________.a.)component partsb.)supplies and business servicesc.)capital items (moderate) p. 214d.)component materialse.)operating supplies38._______________ are short-lasting goods and services that facilitate developing or managing afinished product.a.)Supplies (moderate) p. 214b.)Commoditiesc.)Component partsd.)Office equipmente.)Component materials39.The number of different product lines offered by a company is termed the product mix‘s_______________.a.)depthb.)lengthc.)flexibilityd.)width (moderate) p. 214e.)consistency40.The __________ of a product line refers to how many variants of each product are offered.a.)depth (moderate) p. 214b.)lengthc.)flexibilityd.)widthe.)consistency41.Which of the following refers to the total number of items in the mix?a.)depthb.)length (moderate) p. 214c.)flexibilityd.)widthe.)consistency42.The _______________ of the product mix refers to how closely related the various product lines arein end use, production requirements, distribution channels, or in some other way.a.)depthb.)breadthc.)lengthd.)widthe.)consistency (moderate) p. 21414143.When Honda added the Passport and CRV SUVs, and the Odyssey minivan to its range of automotiveofferings it engaged in _______________.a.)line featuringb.)line pruningc.)line filling (moderate) p. 216d.)line dancinge.)line modernization44.Which of the following is a risk associated with a downward stretch strategy?a.)The new low-end item will definitely cannibalize higher-end items.b.)The downscale product may cannibalize the core brand. (difficult) p. 215c.)The low-end item might provoke more competition as other companies move to the low end.d.)Higher-end competitors may be too firmly entrenched for the company to recoup its investmentcosts.e.)The professionalism of the sales force may become a problem when they are asked to serve thelow end of the market.45.The addition of jalapeño flavored kettle chips to the Lays snack line is an example of_______________.a.) a downward stretchb.)an upward stretchc.)line augmentationd.) a two-way stretche.)line-filling (moderate) p. 21646.The Craftsman tools is an example of the brand conveying which level of meaning?a.)attributes (moderate) p. 217b.)valuesc.)featuresd.)benefitse.)personality47.When the manufacturer of Snapper lawn mowers runs ads that equate its products with the power ofthe dependable turtle, it is conveying the _______________ of the brand.a.)attributes (moderate) p. 217b.)featuresc.)valuesd.)benefitse.)personality48.SecuRite alarm systems is a brand name that conveys what level of brand meaning?a.)attributesb.)valuesc.)personality, attributes, and benefitsd.)benefits (difficult) p. 217e.)user14249.―Animal,‖ the drummer for the Route 66 Killers is running low on replacement drum sticks. Heheads downtown to AMP Music, but finds they do not carry his favorite brand, Pro-Mark. Instead of buying other-branded sticks, Animal chooses to order online from . This is an example of _______________.a.)brand acceptabilityb.)brand awarenessc.)brand loyalty (moderate) p. 217d.)brand perceptione.)brand preference50.Brand equity _______________.a.)is tied closely to specific product linesb.)is closely related to the number of customers who are devoted to the brand (difficult) p. 218c.)reduces the amount of product management effort a company needs to expendd.)may actually hinder the launching of brand extensionse.)will be destroyed when the product‘s manufactur er launches a premium pricing strategy51._________ refers to estimating the total financial value of the brand.a.)Brand loyaltyb.)Brand equityc.)Brand valuation (moderate) p. 218d.)Brand identitye.)Brand building52.A company produces several different products and wants to avoid confusion between its differentproducts. Its best choice for a branding strategy would be _______________.a.)store brand namesb.) a blanket family namec.)brand name licensingd.)separate family names for all products (difficult) p. 221e.) a company trade name with individual product names53.A diet supplement product has the brand name of Mega-Mass. This is a desirable brand name becauseit exhibits which of the following brand name characteristics?a.)The brand name suggests something about the product’s benef it. (difficult) p. 221b.)The brand name sounds like a lot of other similar muscle-enhancing products.c.)The brand name is static and suggests no action.d.)The brand name promises success.e.)The brand name emphasizes the product‘s features.ing an existing brand name and extending to new sizes or flavors in the existing product categoryis called _______________.a.)line extension (moderate) p. 222b.)brand extensionc.)multibrandsd.)co-brandse.)complex brands14355.Mars recently tested a fudge-flavored Snickers candy. Mars is using a _______________ strategywith the Snickers brand.a.)multibrandb.)brand extensionc.)new brandd.)line extension (moderate) p. 222e.)co-brand56.Line extensions result in _______________.a.)new excitement and commitmentb.)the ability of one brand to benefit from the strength of another brandc.) a higher chance of survival for the new product (difficult) p. 222d.)instant recognition and early acceptancee.)the guaranteed success of a premium pricing strategy57.Many consumers now view brands as being of relatively equal value, and are therefore less loyal to aparticular brand. This is calleda.)brand ladderingb.)brand parity (moderate) p. 220c.)brand equityd.)brand acquisitione.)brand extension58.When the Harley-Davidson Motor Company licensed its logo for use on special edition Ford F150trucks, it was an example of a manufacturer using a(n) _______________ strategy.a.)innovationb.)line extensionc.)brand extensiond.)multibrande.)co-brand (moderate) p. 22359.New brand names introduced in the same product category are called ______________.a.)line extensionb.)brand extensionc.)multibrands (moderate) p. 223d.)co-brandse.)complex brands60.DaimlerChrysler markets vehicles under the brand names of Jeep, Chrysler, Mercedes, Mini Cooper,and Dodge, all targeted to different market segments. DaimlerChrysler is using a(n)_______________ strategy.a.)innovationb.)line extensionc.)brand extensiond.)multibrand (moderate) p. 223e.)co-brand14461.The King Ranches of Texas and Hawaii authorized Ford Motor Company to use their name and logofor a special edition F150 pickup. This is an example of the use of a _______________ strategy.a.)line extensionb.)co-branding (moderate) p. 223c.)repositioningd.)brand extensione.)line filling62.Kid-oriented yogurt cups are falling from favor as moms and kids are showing a preference fordrinkable forms of yogurt packaged in tubes. Manufacturers of cup-based yogurts think they still have a good product – one that has nutritional benefits for consumers. Their best branding strategy would be _______________.a.)line extensionb.)co-brandingc.)repositioning (moderate) p. 223d.)brand extensione.)multibranding63.White Castle wanted to attract more health-conscious consumers by adding a grilled chickensandwich, the ―Chicken Castle‖ to its menu. This is an example of a _______________ strategy.a.)line extensionb.)co-brandingc.)repositioning (moderate) p. 223d.)brand extensione.)multibranding64.An example of a secondary package would be a _______________.a.)bag of Sunkist orangesb.)carton containing twelve cans of Pepsi (moderate) p. 224c.)can of Libby‘s brand vienna sausaged.)bag of Fit ‗N Trim dog foode.)bottle of Mountain Dew soda65.Some companies are offering cardboard (as opposed to plastic) refill packages of liquid detergent andfabric softener to cut down on solid waste. This environmentally aware packaging is an example of a(n) _______________.a.)Self-service opportunityb.)consumer affluencec.)image repositioningd.)innovation opportunity (difficult) p. 224e.)social perception66.The green bottle that holds Quaker State motor oil contributes to Quaker State‘s marketing effort inthe sense that _______________.a.)it looks prettyb.)it aids in the self-service functionc.)it helps consumers feel more affluentd.)it helps build company and brand image (moderate) p. 224e.)it allows Quaker State to be more innovative14567.When Staples receives their order for Sharpie brand permanent markers, the case inside the shippingbox is called _______________.a.)the primary packageb.)the secondary package (easy) p. 224c.)the shipping packaged.)individual packagee.)unit package68.Yamaha makes engines, musical instruments, and motorcycles, among other products. If Yamahadecided to enter the farm equipment industry with the Yamaha brand, this would be an example of _______________.a.)brand dilutionb.)multibrandingc.)experiential brandsd.)functional brandinge.)brand extension (moderate) pp. 222-223 has a good brand name because the name _______________.a.)suggests something about the product‘s benefitsb.)suggests product qualitiesc.)tells where the company is basedd.)is distinctive (moderate) p. 221e.)is easily forgotten70.Which of the following would be considered a line extension for the Coca-Cola Company?a.)Diet Caffeine-Free Coke (moderate) p. 222b.)Minute Maid Orange Juicec.)Orangina Orange Sodad.)Inca Kolae.)Georgia CoffeeEssay Questions71.The Japanese restaurant chain Beni-Hana provides a chef that cooks the meal in an entertaining wayon a large table in front of your group. List and explain the five product levels as they relate to the Beni-Hana experience.Answer:The core benefit of a visit to Beni-Hana is a full stomach. The basic product includes food, seating, and entertainment. The expected product probably includes a basic level of freshness, hygiene, and nutrition. The augmented product would be anything that goes above and beyond the diners‘expectations, such as a chef that tells jokes or explains about Japanese culture as he prepares the meal.The potential product could include any number of services or products added to the basic Beni-Hana experience described. Examples might be free rice wine samples, cooking participation by the diners, or embossed napkins that you can take home with you.(moderate) pp. 212-21314672.In a short essay, explain how a marketer can classify a product according to durability and tangibilityand determine the marketing strategies for the corresponding classifications. Give examples from both the consumer market and the industrial market.Answer:Nondurable goods are tangible goods normally consumed in one or a few uses. Because these goods are consumed quickly and purchased frequently, the appropriate strategy is to make them available in many locations, charge only a small markup, and advertise heavily to induce trial to build preference.Examples for consumer market: beer, candy bar, and soap. Examples for industrial market: glue stick, stamps, disposable syringes, and paper towels. Durable goods are tangible goods that normallysurvive many uses. Durable goods normally require more personal selling and service, command a higher margin, and require more seller guarantees. Examples for consumer market: refrigerator, automobile, lawn mower, and clothing. Examples for industrial market: copying machine, computer, laser printer, walk-in freezer, and dog kennel. Services are intangible, inseparable, variable, and perishable products. As a result they normally require more quality control, supplier credibility, and adaptability. Examples for consumer market: day care, haircut, vacation cruise, and maid service.Examples for industrial market: management consulting, accounting, and an employment agency.(difficult) p. 214petition in the soft drink industry is intense. In a short essay, describe a soft drink brand you arefamiliar with—Coca-Cola, Fanta Orange, 7Up, Mountain Dew, etc.—in terms of the six levels of meaning a product brand has.Answer:Student answers will vary according to which brand of soft drink they select. If, for example, they were to select Mountain Dew, their answers might look something like the following:a.)Attributes: Mountain Dew suggests youth, fun, and a little daring.b.)Benefits: Mountain Dew has one of the highest levels of caffeine on the market, so one of itsbenefits is energy.c.)Values: Mountain Dew brand has a thumb-your-nose-at convention air.d.)Culture: Mountain Dew stands for GenXers.e.)Personality: There is an cocky under-thirty image projected by the product.f.)User: Mountain Dew suggests an under thirty, unconventional, highly motivated person whodoesn‘t mind taking risks(moderate) p. 21774.Detail Aaker‘s five levels of customer attitude toward a brand. What is brand equity and how is itrelated to the Aaker‘s five levels?Answer:The customer has no brand loyalty and will change brands, especially for price reasons. 2) Thecustomer has no reason to change brands, s/he is satisfied. 3) The customer is satisfied with the brand and would actually have to incur costs to switch. 4) The customer values the brand and sees it as a friend. 5) The customer is devoted to the brand.Brand equity is the positive effect that knowing the brand name has on customer response to theproduct or serv ice. Brand equity is highly related to levels 3, 4, and 5 of Aaker‘s framework. More brand equity translates to an ability to reduce marketing costs, to bargain harder with distributors and retailers that carry your product, and it allows the firm to charge consumers higher than the average prices, relative to the product category.(moderate) p. 21814775.French Connection has a very popular clothing line brand name, FCUK. Their motto is ―vive le fcuk:British fashion with a French accent.‖ Discuss how this brand name might attract the kinds ofcustomers French Connection wants.Answer:FCUK is a very aggressive brand name which seeks to offend while making money for the company.In terms of levels of brand meaning, the name does not say much about product attributes. It does not speak to the benefits of wearing the clothes. It probably speaks to the company‘s values and culture (in-your-face). The personality of the FCUK brand is, again, considered aggressive, and this extends to the type of person that is attracted to a brand that is obviously meant to offend someone. Onewould expect that the FCUK brand would appeal to consumers with strong personalities, who want to be different and don‘t mind showing it. They are likely to rail against the status quo and try t o shock others through their behavior and clothing choices.(difficult) p. 217Mini-CasesMini-Case 11-1In the processed meat industry, Sara Lee Meats (SLM) is a star. Sara Lee had almost $4.6 billion in sales last year with sales in more 140 nations. It owns and operates meat-processing plants in 40 different nations. SLM‘s business strategy includes product innovation, acquisitions and mergers, and market leadership in a number of different categories. Its growth strategies support an annual 6 percent growth in sales. Important U.S. brands in the Sara Lee product line are Kahn‘s, Jimmy Dean, Hillshire Farms, Bryan, State Fair, and Best‘s Kosher, and Tastefuls! According to SLM executive George Chivari, ―We work very hard at Sara Lee on brand equity. . . . We have to make sure our new ideas are not only profitable and achieve big volume for our [retail] customers, but also that they are consistent with the quality of the brand and there is a good fit.‖ One of SLM‘s recent new products that seems to have a good fit with the company‘s other products was Tastefuls! Tastefuls! brand is described as a lunch combination. It features two small sandwiches, chips, and dessert. The lunch combination was developed and marketed by Jimmy Dean foods, a company that prior to the introduction of this product had just made sausage.76.Refer to Mini-Case 11-1. Given what you have read about Sara Lee Meats, you would think that itsexecutives want you to classify the SLM products as _______________.a.)homogeneous shopping productsb.)specialty products (moderate) p. 214c.)convenience productsd.)staplese.)impulse products77.Refer to Mini-Case 11-1. When Hillshire Farms, a manufacturer of various kinds of sausages,introduced a new line of sausages made with turkey meat under the Hillshire Farms brand, it was an example of a _______________ strategy.a.)co-brandingb.)brand licensingc.)line extensiond.)multibrandinge.)brand extension (moderate) pp. 222-22314878.Refer to Mini-Case 11-1. The introduction of Tastefuls! was an example of a _______________strategy.a.)multibranding (moderate) p. 223b.)family brandingc.)co-brandingd.)licensed brandinge.)brand extensionMini-Case 11-2Volkswagen plans to enter the sport-luxury car market with an upscale automobile based on the Passat platform. The new car will have all-wheel drive, a small-block V-8 engine, GPS navigation equipment, leather interior, and 18‖ low profile tires, among other attributes. Base prices are expected to start at $43,995, though few options are not already included. Promotion will focus on men in their 30s and 40s who are successful at their jobs, report annual incomes in excess of $100,000, and who like speed and high technology.79.Refer to Mini-Case 11-2. A person who only views cars as a way to get from point A to point Bwould see this vehicle in terms of a(n) _______________.a.)potential productb.)augmented productc.)expected productd.)basic producte.)core benefit (easy) p. 21380.Refer to Mini-Case 11-2. The Passat fully-loaded with all the ―bells and whistles‖ is priced in themid-high $30,000s. This example of VW moving upscale is called _________ and is especially risky because __________.a.)market stretching; starting a new car brand can costs millions of dollarsb.)upmarket line stretching; it could cannibalize VW’s core brand (difficult) p. 215c.)brand building; awareness of the brand could be too great and cause shortagesd.)cult branding; consumers might reject VW as a luxury automobile producere.)brand dilution; consumer may stop thinking about the brand81.Refer to Mini-Case 11-2. VW will call the car the LS8-C, which stands for Luxuriöser Sport 8-Cylinder. This brand name is based on _______________.a.)the attributes of the car (moderate) p. 217b.)the benefits of the carc.)the personality of the card.)the driver/user of the care.)the culture of the company149。

２０４《商场现代化》２００６年２月（上旬刊）总第４５７期名人广告在促销中有重要作用，因此很多有实力的企业将其作为品牌战略的重要组成部分。

然而名人广告也存在一些问题，其中最突出的是名人与产品、名人与目标市场不统一，造成产品定位不准确，削弱广告的说服力，甚至会损害品牌形象。

解决这一问题的基本策略是对名人进行细分。

一、名人领域细分就像没有一种产品能满足消费者全方位的需要一样，没有一位名人具有全方位的影响力。

名人的名气源于一定的领域，名人只能在自己所从事活动的相关领域内对消费需求产生一定的影响。

如果选择外交家基辛格和篮球明星乔丹分别为国际时事杂志和运动鞋做形象代言人，应该有相当好的传播效果；如果互换产品后再让他们做形象代言人，效果甚至还不如普通人。

罗纳尔多是足球明星，做体育用品的形象代言人应该能很好地吸引消费者；然而作为“金嗓子喉片”广告的角色就显得苍白无力，罗纳尔多精湛的球技和“喉片”实在没有什么关联。

不能准确选择一定领域的名人从事广告活动，结果必然是名人与产品的错位。

二、名人性别细分在一般情况下，适合某一性别消费者使用的产品，或由某一性别消费者作出购买决策的产品，应由同一性别的名人来传播产品信息。

巩俐主演的野力干红葡萄酒的广告典雅、华贵，有很强的感染力，因为红葡萄酒也是适合女性饮用的酒。

设想让巩俐主演主要由男性消费的白酒的广告，则使人感到可笑。

同样，大阳牌摩托车的目标消费者是青年男性，由巩俐主演的“大阳摩托，心随我动”的广告难以打动目标消费者。

这是名人与目标受众的在性别上的错位。

三、名人年龄细分在一般情况下，适合某一年龄段消费者使用的产品，或由某一年龄段消费者作出购买决策的产品，应由该年龄段的名人来传播产品信息。

肯德基快餐的主要消费群之一是儿童，而购买决策者很可能是慈爱的祖辈，于是就让活泼可爱的儿童和和蔼慈祥的老人来影响目标消费者。

虽然其中的儿童和老人不是名人，但从这则成功的电视广告中也可看出产品信息传递者和名人广告与名人细分王佩玮 郭 旭　华东理工大学软件与信息管理学院［摘 要］　名人细分是实施名人广告策略的前提。

Part I Understanding Marketing ManagementChapter 1 – Defining Marketing for the Twenty-First CenturyI. Chapter Overview/Objectives/OutlineA. OverviewMarketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. Many studies have demonstrated that the key to profitable performance is to know and satisfy target customers with competitively superior offers. This process takes place today in an increasingly global, technical, and competitive environment.Marketing management is the conscious effort to achieve desired exchange outcomes with target markets. The marketer’s basic skill lies in influencing the level, timing, and composi tion of demand for a product, service, organization, place, person, idea, or some form of information.There are several alternative philosophies that can guide organizations in their efforts to carry out their marketing goal(s). The production concept holds that consumers will favor products that are affordable and available, and therefore management’s major task is to improve production and distribution efficiency and bring down prices. The product concept holds that consumers favor quality products that are reasonably priced, and therefore little promotional effort is required. The selling concept holds that consumers will not buy enough of the company’s products unless they are stimulated through a substantial selling and promotion effort.The marketing concept moves toward a more enlightened view of the role of marketing. The marketing concept holds that the main task of the company is to determine the needs, wants, and preferences of a target group of customers and to deliver the desired satisfactions. The four principles of the marketing concept are: target market, customer needs, integrated marketing, and profitability. The marketing concept places primary focus on the needs and wants of customers who comprise the target market for a particular product.Rather than coax customers into purchasing a product they may not find satisfying, the emphasis is on determining the types of markets to be satisfied, and creating the product that achieves this satisfaction objective. Choosing target markets and identifying customer needs is no small task; a marketer must dig beyond a customer’s stated needs. Once this is accomplished, a marketer can offer for sale the products that will lead to the highest satisfaction. This encourages customer retention and profit, which is best achieved when all areas/departments of a company become “customer-focused.”Beyond the marketing concept, the societal marketing concept holds that the main task of the company is to generate customer satisfaction and long-run consumer and societal well being as the key to satisfying organizational goals and responsibilities.Interest in marketing continues to intensify as more organizations in the business sector, the nonprofit sector, and the global sector recognize how marketing contributes to improved performance in the marketplace. The result is that marketers are reevaluating various marketing concepts and tools that focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.B. Learning Objectives∙Know why marketing is important to contemporary organizations.∙Understand the core concepts of marketing.∙Know the basic tasks performed by marketing organizations and managers.∙Understand the differences between the various orientations to the marketplace.∙Know the components of the marketing concept and why they are critical to successful marketing practice.∙Know why marketing is critical to different types of organizations and in different environments.C. Chapter OutlineIntroductionI.The New EconomyA.Focus on the digital revolution (Internet and related) and the impact onbusinesses and consumers in terms of capabilities.1.For Consumers - Multiple new capabilities related to increases in buyingpower, variety of goods and services available, information, interactivity,and product comparability.2.For Companies - Enhanced marketing reach, direct connectivity,information on all of the stakeholders and competitors, communications(internal and external), customized services and products, enhancedlogistics, and enhanced training.B.The Information Age Versus the Industrial Age1.Management has to recognize the potential quickly2.Marketing - “Meeting needs profitably”II.Marketing TasksA.Radical Marketing - Breaking the Existing Marketing Rules1.Firms are moving closer to the customer versus expensive research andmass marketing.2.Stages in marketing practice - entrepreneurial, formulated, andintrepreneurial.3.Focus on formulated marketing versus creative marketing.B.Scope of Marketing - Involves a Broadened View of Marketing1.Products - Anything offered for sale or exchange that satisfies aneed or want.2.Products can be goods, services, and ideas.3.Includes people, places, activities, organizations, and information.C.The Decisions That Marketers Make1.Focus on demand states and marketing tasks, along with the questionsthat marketers ask to remain aware and focused.2.Consumer markets and business markets each requires new tools andcapabilities to better understand and respond to the customer.3.Global Markets, Nonprofit markets, and governmental marketsbecoming more sophisticated in recognizing and dealing with marketingchallenges and decisions.III.Marketing Concepts and ToolsA.Defining Marketing1. A social and managerial process by which individuals and groups obtainwhat they need and want through creating, offering, and exchangingproducts of value with others.B.Core Marketing Concepts1.Target Markets and Segmentationa)Every product or service contains features that a marketer musttranslate into benefits for a target market.b)The consumer perceives these benefits to be available in aproduct and directly impacts the perceived ability to meet theconsumer need(s) or want(s).2.Marketplace, Marketspace, and Metamarketa)Marketplace - physicalb)Marketspace - digitalc)Metamarket - cluster of complementary goods and servicesacross diverse set of industries. Includes metamediaries.3.Marketers and Prospectsa) A marketer is someone actively seeking one or more prospectsfor an exchange of values.b) A prospect is willing and able to engage in the exchange.4.Needs, Wants, and Demandsa)To need is to be in a state of felt deprivation of some basicsatisfaction.b)Wants are desires for specific satisfiers of needs.c)Demands are wants for specific products backed by an abilityand willingness to buy them.5.Product or offeringa)Value proposition - Benefits companies offer to satisfycustomer needs.b)Brand - An offering from a known source. Brand image isthe associations that are connected to the brand.6.Value and Satisfactiona)Customer value triad - Combination of quality, service, and price(QSP).b)Value is the consumer’s estimate of the product’s overallcapacity to satisfy his or her needs.c)Marketers respond by changes in the triad.7.Exchange and Transactionsa)Five conditions must be satisfied.b)An exchange means obtaining a desired product by offeringsomething desirable in return.c) A transaction is the trade of values (involves several dimensions).8.Relationships and Networksa)Relationship marketing seeks long-term, “win-win” transactionsbetween marketers and key parties (suppliers, customers,distributors).b)The ultimate outcome of relationship marketing is a uniquecompany asset called a marketing network of mutually profitablebusiness relationships.9.Marketing Channelsa)Reaching the target market is critical.b)Achieved via two-way communication channels (media-newspapers through the Internet), and physical channels (productand service).c)The marketer also must decide on the distribution channel, tradechannels, and selling channels (to effect transactions).10.Supply chaina)Refers to the long channel process that reaches from the rawmaterials and components to the final product/buyers.b)Perceived as a value delivery system.petitiona)Includes actual and potential rival offerings and substitutes.b) A broad view of competition assists the marketer to recognizethe levels of competition based on substitutability: brand,industry, form, and generic.12.Marketing Environmenta)The task environment includes: immediate actors in theproduction, distribution, and promotional environmentsb)The broad environments include: demographic, economic,natural, technological, political-legal, and social-cultural.13.Marketing Programa)Marketing mix - The set of marketing tools the firm uses topursue marketing objectives in the target market.b)Involves recognition and use of the four Ps (product, price, place,and, promotion) and the four Cs (customer solution, customercost, convenience, and communication) in the short run and thelong run.pany Orientations Toward the MarketplaceA.The Production Concept - Assumes consumers will favor those products that arewidely available and low in cost.B.The Product Concept - Assumes consumers will favor those products that offerthe best combination of quality, performance, or innovative features.C.The Selling Concept - Assumes organizations must undertake aggressive sellingand promotion efforts to enact exchanges with otherwise passive consumers.D.The Marketing Concept - Assumesthe key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.1.Target Market - No company can operate in every market and satisfyevery need.2.Customer Needs - It is not enough to just find the market.a)Marketers must also understand their customer’s needs andwants. Not a simple task.b)Key marketer actions: Responsive marketing, anticipativemarketing, and creative marketingE.Integrated Marketing - When all a firm’s departments must work together toserve customer interests(a company-wide activity).1.Involves external and internal marketing.2.Profitability - The ultimate purpose of marketing is to help organizationsachieve their objectives.3.Hurdles to Adopting a Marketing Orientationa)Organized Resistance - Some departments see marketing as athreat to their power in the organizationb)Slow Learning - Despite efforts by management, learning comesslowly.c)Fast Forgetting - There is a strong tendency to forget marketingprinciples.4.The Customer Concept - Moving beyond the marketing concept—especially for firms with considerable customer informationF.The Societal Marketing Concept1.The organization’s task is to determine the needs, wants, andinterests of target markets.2.Also to deliver the desired satisfactions more effectively andefficiently than competitors.3.And in a way that preserves or enhances the consumer’s and thesociety’s well-being.a)Cause-related marketing - Firms with an image act to enhancetheir reputation, etc., via causes.V.How Business and Marketing are ChangingA.Major new forces changing the way marketing process1.Customers expect more and better2.Rising brand competition3.Store-based retailers sufferingB.Trends of Company Responses and Adjustments1.Reengineering key processes versus functional depts.2.Outsourcing everything3.e-commerce trend4.Benchmarking based on world-class performers5.Alliances, supplier-partnerships, market-centered, global/local anddecentralized.C.Marketer Responses and Adjustments1.Focus on relationship marketing (versus transactional marketing)2.Creation of customer lifetime value orientation3.Focus on customer share marketing versus only market share4.Target marketing (versus mass marketing)5.Individualization of marketing messages and offerings6.Customer databases for data-mining7.Integrated marketing communications for consistent images8.Consideration of channel members as partners9.Recognition of every employee as a marketer10.Model and fact-based decision making versus intuition aloneVI.SummaryII. LecturesA. “Marketing Enters the 21st Century”The focus in this discussion is on the increasingly important role of the marketing processin the ever-changing domestic and global business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONMany observers argue that all new or important directions in management thought and practice are marketing oriented. Marketing is no longer something done when a company has extra revenue to invest. It must be implemented for a business to survive.The marketing concept has changed dramatically over the last several decades, and recently the focus increasingly has moved to customers (versus products and selling), marketing globally, and the various technology issues that impact the market. In addition, there is renewed emphasis in marketing on creating and innovating with new and better products and services rather than just competing against other firms and following the marketing patterns established by competitors.The marketing concept is a matter of increased marketing activity, but it also implies better marketing programs and implementation efforts. In addition, the internal market in every company (marketing your company and products to and with the employees of the company) has become as challenging as the external marketplace due to diversity and many other social/cultural issues.C HANGES IN C ONSUMER B EHAVIORThere have been many major marketing shifts during the last few decades that have shaped marketing in the 21st century. There is a view among professional marketers that there is no longer the substantial product loyalty that existed over the last few decades. Product and brand loyalty, many argue, has been replaced by something more akin to a consumer decision that is based on the absence of a better product or service. In addition, there are major changes in the way customers look at market offerings. During the 1980s customers were optimistic, and in the early 1990s they were pessimistic. Later in the 1990s, consumers appeared rather optimistic, but still cautious at times. The following chart demonstrates some of the major shifts that have occurred to the present:1980s 1990s PresentConspicuous consumer Frugal consumer, becomingmore well-off Suspicious but generally well-off consumerImage driven Value and quality driven Highly eclecticTrusting Skeptical and cynical A “prove it” attitudeBrand loyal Does not exhibit loyalty Believes that there is alwayssomething betterEmotional buyer Informed buyer Highly informed and specialized Dreamers Escapists Focused on personal needs Overindulgent Health, wellness-conscious Health, wellness and someoverindulgence, withoutexpectation of costs orconsequencesOverworked Burnt-out, stressed out andplacing tremendous value onconvenience and time Reliant on technology and telecommunications to save time in making purchase decisionsIndustrious Baby Boomer Responsible Baby Boomer Unconvinced Generation Xer Increasingly it is clear that while the 4 Ps (product, price, promotion, and place) have value for the consumer, the marketing strategies of the 21st century will use the four “4 Cs” as added critical marketing variables:1.Care: It has replaced service in importance. Marketers must really care about theway they treat customers, meaning that customers are really everything.2.Choice: Marketers need to reassess the diversity and breadth of their offeringsinto a manageable good-better-best selection.munity: Even national marketers must be affiliated, attached toneighborhoods wherever they operate stores.4.Challenge: The task of dealing with the ongoing reality of demographic change.E ND OF THE M ASS M ARKETDuring the late 1990s, we witnessed the death of the concept of mass market. Regardless, some marketers continue to argue that database marketing will never replace mass marketing for most products. The view is that communicating with users by e-mail, Web site, mail, telephone, or fax will never become cost-efficient enough to justify the return. However, the success of the Internet provides considerable evidence that one-to-one marketing is and will be appropriate for many packaged goods and other high- and low-involvement products that in the past sold almost exclusively with brand advertising.Through the 1970s, only high-end retailers and personal-service firms could afford to practice one-to-one marketing. For the most part, they did it the old-fashioned way with personal selling and index-card files. In the 1980s, as the mainframe computer became more practical, airlines got into the act with a proliferation of frequent flyer programs. Frequency marketing programs such as these relied on monthly statement mailings and large, batch-processed databases of customer records.During the 1990s, bookstore chains, supermarkets, warehouse clubs, and even restaurants began to track individual purchase transactions to build their “share of the customer.”Many of these programs now run on PC platforms or workstation environments much more powerful than the most capable mainframes of the 1970s. It is possible today to track 5 or 6 million customers for the same real cost as tracking a single customer in 1950. With Internet-based databases and remote access, this capability literally has exploded in the last few years. The situation will become even more interesting as one-to-one marketing becomes even increasingly pervasive. With an increasingly powerful array of much more efficient, individually interactive vehicles, the options are virtually unlimited, including on-site interactivity, Web site connections, fax-response, e-mail, and interactive television.Most households today either have direct Internet access, or with TV sets that also provide real-time interactivity through the Internet. We are closing rapidly on the time where individuals will interact with their television and/or computer simply by speaking to it. Via various Web sites, computers work for us to enable us to remember transactions and preferences and find just the right entertainment, information, products, and services. Likewise, online capabilities enable providers to anticipate what a consumer might want today or in the future. Unfortunately, the system has been slower to protect consumers from commercial intrusions that they may not find relevant or interesting.The increasing level of market definition and refinement (and resulting opportunities for marketers) is possible through the massive social, economic, and technological changes of the past three decades. There is no longer a U.S. mass market because lifestyles have changed so dramatically. Some of the important demographic shifts have been:∙Increasing diversity of the population. The United States has always been an immigrant nation. However, large numbers of immigrants from Latin Americaand Asia have increased the proportion of minorities in the country to one inthree, up from one in five in 1980. This diversity is even more noticeable in theyounger market.∙Changing family and living patterns. There has been a substantial rise in the divorce rate, cohabitation, non-marital births, and increased female participationin the labor force. In addition, married couples with one earner make up only 15percent of all households. Dual-earner households have become much morecommon—the additional income is often necessary for the family to pay theirbills. Thus, the stereotypical family of the 1950s has been replaced by two olderand harried, working parents with much less time available.∙Emergence of a new children’s market. Minorities are over-represented in the younger age brackets due to the higher fertility and the younger populationstructure of many recent immigrants. The result is that one in three children inthe United States is black, Hispanic, or Asian. In addition, nearly all of today’schildren grow up in a world of divorce and working mothers. Many are doingthe family shopping and have tremendous influence over household purchases.In addition, they may simply know more than their elders about productsinvolving new technology such as computers.∙Income and education increases are two other important demographic factors impacting the marketing management arena. Generally, incomeincreases with age, as people are promoted and reach their peak earning years, and the level of education generally has increased over the last fewdecades. Family units today often have higher incomes because they may havetwo earners. Accordingly, there is an increased need for products and servicesbecause they likely have children and are homeowners.In sum, the need for market analysis and marketing decision-making, and managers to perform those tasks has never been greater. But, as the course will demonstrate, the complexities of, and analytical tools required for, these activities have never been greater. Be prepared for a challenging experience.B. “The Changing Image of Marketing”Focus: the changing perceptions of marketing in the contemporary business environment.Teaching Objectives∙To explain the concepts related to understanding the role and potential of marketing in the larger business environment.∙To provide students a new and possibly different perspective on the role of marketing in business and society.∙To indicate areas where the marketing process and concept will be useful to the student in assessing business developments.DiscussionI NTRODUCTIONWhat image comes to mind when you hear the word “marketing”? So me people think of advertisements or brochures, while others think of public relations (for instance, arranging for clients to appear on TV talk shows). The truth is, all of these—and many more things—make up the field of marketing. The Knowledge Exchange Business Encyclopedia defines marketing as “planning and executing the strategy involved in moving a good or service from producer to consumer.”With this definition in mind, it’s apparent that marketing and many other business activities are related in some ways. In simplified terms, marketers and others help move goods and services through the creation and production process; at that point, marketers help move the goods and services to consumers. But the connection goes even further: Marketing can have a significant impact on all areas of the business and vice versa.M ARKETING B ASICSIn introductory marketing you learned some basics—first the four P’s, and then the six P’s: ∙Product—What are you selling? (It might be a product or a service.)∙Price—What is your pricing strategy?∙Place or distribution—How are you distributing your product to get it into the marketplace?∙Promotion—How are you telling consumers in your target group about your product?∙Positioning—What place do you want your product to hold in theconsumer’s mind?∙Personal relationships—How are you building relationships with your target consumers?The sum of the above is called the marketing mix. It is important to have as varied a mix as possible in marketing efforts, since each piece plays a vital role and boosts the overall impact. Let’s take a closer look at the basic P’s of marketing and particularly at how they might affect what you do in business.▪ProductMarketers identify a consumer need and then provide the product or service to fill that need. The marketer’s job is to pinpoint and understand existing needs, expand upon them, and identify new ones. For example, because there are more singles and small families these days than in years past, marketers might see a need for products to be sold in smaller quantities and offered in smaller packages.How can this impact other professionals in the business/marketing process? Let’s say your company has developed a new product that generates enormous consumer demand. Your marketing department may ask you to find a way to speed up the workflow in order to crank out more products faster. A year after the product is introduced, however, the market might be flooded with cheap imitations. Since one marketing strategy is to keep products price-competitive, a marketer may then ask you to find a way to make the product less expensively. This relationship works both ways. There may be production and industrial engineers who may see a way to change the work process that would create additional options for consumers. Those engineers will also be instrumental in design and development of products for which human factors and ergonomics are important considerations. Maybe there’s room to add another product line. For instance, that product X is still blue but new product Y is red. You can suggest this to your marketing department; it, in turn, would do research to gauge potential consumer demand for the new line.▪PriceIdeally, a marketer wants to be proactive in setting price rather than simply react to the marketplace. To that end, the marketer researches the market and competition and plots possible price points, looking for gaps that indicate opportunities. When introducing a new product, the marketer needs to be sure that the price is competitive with that of similar products or, if the price is higher, that the consumers perceive they’re getting more value for their money.Various other technical professionals can have an important impact on marketers’ pricing decisions. Again, you may be asked to determine if productivity can be enhanced so that the product can be manufactured and then sold—for a lower price.▪Place or distributionWhat good is a product if you can’t get it to people who want to purchase it? When marketers tackle this issue, they try to figure out what the optimum distribution channels would be. Forexample, should the company sell the product to distributors who then wholesale it to retailers or should the company have its own direct sales force?Marketers also look at where the product is placed geographically. Is it sold regionally, nationally, and internationally? Will the product be sold only in high-end stores or strictly to discounters? The answers to all of these questions also help shape how a product can be distributed in the best way.Such distribution questions are potentially of great significance to many professionals, including industrial and other types of engineers in a company. For instance, whether a product will be marketed regionally or internationally can have enormous implications for package design as well as obvious areas of the supply chain: logistics, transportation, distribution, and warehousing.▪PromotionPromotion encompasses the various ways marketers get the word out about a product—most notably through sales promotions, advertising, and public relations.Sales promotions are special offers designed to entice people to purchase a product. These can include coupons, rebate offers, two-for-one deals, free samples, and contests.Advertising encompasses paid messages that are intended to get people to notice a product. This can include magazine ads, billboards, TV and radio commercials, Web site ads, and so forth. Perhaps the most important factor in advertising success is repetition. We’re all bombarded with an enormous number of media messages every day, so the first few times a prospective customer sees an ad, it usually barely makes a dent. Seeing the ad over and over is what burns the message into people’s minds. That’s why it’s good to run ads as frequently as possible.Public relations refers to any non-paid communication designed to plant a positive image of a company or product in consumers’ minds. One way to accomplish this is by getting the company or product name in the news. This is know n as media relations, and it’s an important aspect of public relations.As with price, changes in demand created by promotions can have a direct impact on the work of many other professionals.▪PositioningBy employing market research techniques and competitive analysis, the marketer identifies how the product should be positioned in the consumer’s mind. As a luxury, high-end item? A bargain item that clearly provides value? A fun product? Is there a strong brand name that supports how the image is fixed in the consumer’s mind? Once the marketer answers these kinds of questions, he or she develops, through a host of vehicles, the right image to establish the desired position.This, too, can affect the work you do. If an upscale image is wanted, the materials used in the product and packaging are likely to be different from those used in a bargain product—a fact that could make the workflow significantly more complex. On the other hand, with your engineering knowledge, you may be able to suggest alternative materials that would preserve the desired image but be easier or less expensive to use.。

全国贸易经济类核心期刊１１１名人广告热的理性思考世纪初，美国智威汤逊广告公司在力士香皂的广告中开始使用影星照片，名人广告（Ｃｅｌｅｂｒｉｔｙ　Ａｄ）由此成为重要的广告表现策略。

在我国，自１９８９年表演艺术家李默然代言三九胃泰以来，请名人代言广告产品，借名人提升产品知名度和体现品牌实力，已成为众多广告竞相采用的方式。

鉴于这种情况，有人说，中国的广告业已经进入“形象代言人时代”。

名人广告的现状及存在问题名人广告之所以备受广告主的青睐，源于其在吸引受众的注意力，扩大品牌知名度和提升品牌附加值方面的巨大作用。

名人广告助推品牌成功的案例有很多，从早些年的王姬与孔府家酒、成龙与小霸王学习机，到现在的李连杰与柒牌男装、周杰伦与动感地带、赵本山与北极绒保暖内衣等，这些名人形象甚至成为品牌识别的一种符号。

ＴＣＬ曾以１０００万元人民币的酬劳请金喜善代言其手机产品，一年内净赚３亿人民币，并使其手机品牌成为国产品牌中的佼佼者；东风—千里马慧眼选用当时才崭露头角的刘翔代言，不仅在资金投入上得到了实惠，而且刘翔后来的成功使上内容摘要：名人广告（Ｃｅｌｅｂｒｉｔｙ Ａｄ）是一种重要的广告表现策略，系指在广告中借助名人的形象助推品牌。

近年来，名人广告呈泛滥之势，公众对名人广告的认同感和信任度直线下降，名人广告的负面效应愈发显现出来。

面对名人广告所带来的无限商机和重重陷阱，广告主应以更为理性的态度选择名人和制定名人广告策略，才能将名人效应发挥至最大。

关键词：名人广告 名人效应 风险思考■庾 为（北京联合大学商务学院 北京 １０００２５）◆中图分类号：Ｇ２１１ 文献标识码：Ａ千里马的形象提升数倍，做成了一笔绝对超值的品牌形象策划。

但是也应看到，名人广告是一把“双刃剑”，一方面适当使用可以助推品牌，另一方面，不当使用只能白白支付巨额的明星代言费而收不到预期的广告效果。

现今名人代言费节节攀升，而与名人代言费直线上升形成鲜明对比的是，公众对名人广告认同感和信任度的直线下降，名人广告的负面效应愈发显现出来。

Chapter 3: Market SegmentationMultiple Choice Questions:1.The more _____ there is in the marketplace, the more _____ is required.a. similarity; segmentationb. diversity; mass marketingc.diversity; segmentationd.none of the above(c; Difficulty 1, p. 49)2.All of the following are necessary conditions for successful segmentation of anymarket, except:a. a large enough population.b. the ability to spend money on the product (general affluence).c. sufficient diversity among the segments.d. segmentation occurrence in developed countries.(d; Difficulty 3, p. 49)3.The process of dividing a market into distinct subsets of consumers with commonneeds or characteristics is known as:a. target marketing.b. market segmentation.c. mass marketing.d. the marketing concept.(b; Difficulty 1, p. 50)4.Henry Ford offering the Model T automobile to the public “in any color theywanted as long as it was black” is at the basis of:a. market segmentation.b. mass marketing.c. target marketing.d. the marketing concept.(b; Difficulty 2, p. 50)5.All of the following are advantages of the mass marketing approach except:a. one advertising campaign is needed.b. one product is offered.c. satisfies the needs of the majority.d. one marketing strategy is required.(c; Difficulty 2, p. 50)6.Any marketing strategy is a three step process that includes:a. market segmentation, marketing mix and positioning.b. market segmentation, targeting and positioning.c. market targeting, positioning and repositioning.d. price, place and promotion.(b; Difficulty 2, p. 50)7.According to our text, Star Gazers and Fun Express are two segments in:a. the automobile industry.b. campus dining segments.c. athletic shoes segments.d. travel segments.(b; Difficulty 3, p. 51, table 3-1)8.When The Gap, Inc opened its baby and kids stores, as well as Banana Republicand Old Navy, it was adopting a ____ strategy.a. targetingb. segmentationc. mass marketingd. blanket marketing(b; Difficulty 2, p. 51)9.Marriott operates 13 lodging brands, such as Fairfield Inn, Residence Inn, andMarriott Resorts. This is an example of Marriott adopting a _____ strategy.a. targetingb. segmentationc. mass marketingd. blanket marketing(b; Difficulty 2, p. 51)10.A firm’s customers can be groupe d into at least four major segments: LoLows,HiLows, LowHighs, and HiHighs. The Low and High measurements referto_____ and _____ respectively.a. current share; financial capabilityb. risk; financial capabilityc. current share; consumptiond. consumption; risk(c; Difficulty 3, p. 52)11.A firm’s customers can be grouped into at least four major segments, LoLows,HiLows, LowHighs, and HiHighs. The firm, should “starve” the LowLows,“tickle” the HiLows, “chase” the LowHighs, and _____ the HiHighs.a. strikeb. strokec. patd. cheer(b; Difficulty 3, p. 52)12.In addition to filling product gaps, segmentation research is regularly used bymarketers to:a. generate ideas for new promotional campaigns.b. generate ideas for product improvements.c. identify the most appropriate media to place advertising.d. all the above(c; Difficulty 2, p. 52)13.There are nine major categories of consumer characteristics as the bases forsegmentation. The include all of the following except:a. geographic factors.b. physiological factors.c. benefits sought.d. sociocultural variables.(b; Difficulty 1, p. 53)14.Another term for psychographic characteristics is:a. age.b. lifestyle.c. benefits sought.d. use-situation factors.(b; Difficulty 1, p. 53)15.When two types of market segmentation are used, it is called:a. combination segmentation.b. hybrid segmentation.c. dual segmentation.d. cross segmentation.(b; Difficulty 1, p. 53)16.People who live in the same area share some similar needs and wants. This is thetheory behind which segmentation basis?a. demographicb. geographicc.psychographicd.sociocultural(b; Difficulty 1, p. 53)17.“Birds of a feather flock together” is the theory behind which type ofsegmentation?a. demographicb. geographicc.psychographicd.none of the above(d; Difficulty 3, p. 53)18.The fact that Salsa outsells ketchup in the southwest, and that Jif peanut butter ispreferred in the Midwest over Skippy, is an example of why _____ segmentation is used.a. demographicb. geographicc.psychographicd.sociocultural(b; Difficulty 2, p. 53)19._____ segmentation includes: needs motivation, personality, perception, andattitudes.a. Demographicb. Psychographicc.Psychologicald.Benefit(c; Difficulty 2, p. 54, table 3-2)20.Professional, blue-collar, white-collar and military are all forms of _____segmentation.a. demographicb. geographicc.psychographicd.psychological(a; Difficulty 3, p. 54, table 3-2)21.Convenience, social acceptance, long lasting, economy and value for the moneyare all forms of _____ segmentation.a. demographicb. benefitc. use-relatedd. psychographic(b; Difficulty 3, p. 54, table 3-2)22.Economy-minded, couch potatoes, outdoor enthusiasts and status-seekers are allforms of _____ segmentation.a. psychologicalb. psychographicc. socioculturald. demographic(b; Difficulty 2, p. 54, table 3-2)23.African Americans, Caucasians, Asians and Hispanics are all forms of _____segmentation.a. demographicb. geographicc. psychographicd. sociocultural(d; Difficulty 3, p. 54, table 3-2)24.When a company decides to put its catalog on the Internet, it is bringing down_____ segmentation boundaries.a. demographicb. geographicc.socioculturald.psychographic(b; Difficulty 2, p. 53)25.Campbell’s Soup uses geographic segmentation dow n to the local retailer level, inwhich it works with individual stores on displays and promotions. This is a form of _____ practice.a.macromarketingb.micromarketingc.private marketingd.individual marketing(b; Difficulty 2, p. 55)26.The greatest success story in the world of retailing is how _____ used geographicsegmentation to place stores in locations that other operations were ignoring.a.Starbucksb.Wal-Martc.McDonald’sd.Walgreen’s(b; Difficulty 2, p. 55)27.Age, sex, marital status, income and occupation are all forms of _____segmentation.a.demographicb.socioculturalc.psychologicald.physiological(a; Difficulty 1, p. 55)28._____ information is often the most accessible and cost-effective way to identifya target market.a.Demographicb.Socioculturalc.Psychologicald.Physiological(a; Difficulty 2, p. 55)29.Trends in the markets, such as shifts in age, gender, and income distribution, areoften detected through _____ information.a.demographicb.socioculturalc.psychologicald.physiological(a; Difficulty 3, p. 55)30.Radio is a highly selective medium and can be employed to reach different agegroups efficiently. Approximately _____ percent of U.S. teens listen to FM radio averaging more than 10 hours a week.a.50b.65c.82d.95(d; Difficulty 3, p. 56)31.Respectively, _____ effects are occurrences due to chronological age, and _____effects are occurrences due to growing up during a specific period of time.a.age; cohortb.time; agec.cohort; aged.seniority; priority(a; Difficulty 2, p. 56)32.The fact that people gain an interest in leisure travel and golf in their late fiftiesand early sixties is an example of:a.age effects.b.cohort effects.c.seniority effects.d.retirement necessities.(a; Difficulty 2, p. 57)33.In 2010, many rock and roll fans will be over the age of 55. What is the reason?a.older people will have a sudden change in tasteb.due to cohort effectc.due to age effectd.it will be back in style and everyone will be a fan(b; Difficulty 2, p. 57)34.Slackers, whiners, and a generation of aging Bart Simpsons are characteristicsoften used to describe which of the six American adult cohorts?a.Depression cohortsb.Post-war cohortsc.Boomers II cohortsd.Generation X cohorts(d; Difficulty 3, p. 58 , table 3-4)35.Much of the change in gender roles has occurred mainly because of:a.single parent families.b.dual-income households.c.the integration of cultures.d.the digital revolution.(b; Difficulty 3, p. 57)36.Because many women are working women, all the following are becoming morepopular types of venues to shop except:a.catalogs.b.the Internet.c.800 numbers.d.strip malls.(d; Difficulty 1, p. 57)37.Singles with incomes greater than $50,000 comprise a market segment that tendsto be above average in the usage of products such as _____.a.peanut butterb.loose teac.breakfast cereald.ketchup(b; Difficulty 2, p. 59)38.Product usage of males and females differs; females tend to use the Internet for allof the following except:a.fighting for causes.b.job productivity.c.role playing.d.helping family and friends.(d; Difficulty 3, p. 59, table 3-5)39.Product usage of males and females differs; males tend to use the Internet for allof the following except:a.helping family and friends.b.job productivity.c.connecting with the world.d.personal productivity.(a; Difficulty 3, p. 59, table 3-5)40._____ has been a long time segmentation basis because it is a strong indicator ofthe ability to pay for a product or a specific model of the product.cationb.Incomec.Occupationd.Lifestyle(b; difficulty 1, p. 59)41.Of the following four variables, which of the following is least related?a.incomeb.genderc.occupationcation(b; Difficulty 1, p. 59)42.Research shows that consumers with lower incomes, lower education and blue-collar jobs tend to spend _____ time online at home than those with higherincomes, educations and white-collar occupations.a.moreb.lessc.same amount ofd.no research has been able to come up with evidence in this regard(a; Difficulty 3, p. 60)43.One reason that blue-collar workers spend more time online at home than white-collar workers do is because:a.blue-collar workers work shorter hours and have more time at home.b.blue-collar workers who want to trade stock cannot afford a broker.c.blue-collar workers do not have access to the Internet at work.d.none of the above(c; Difficulty 2, p. 60)44.If consumers are segmented based on their motivations, personality, perceptions,learning and attitudes, then a _____ segmentation approach has been implemented.a.demographicb.socioculturalc.psychologicald.psychographic(c; Difficulty 2, p. 60)45._____ research is a form of consumer research that has proven to be a valuablemarketing tool that helps identify promising consumer segments that are likely to be responsive to specific marketing messages.a.Psychologicalb.Psychographicc.Socioculturald.Benefit(b; Difficulty 3, p. 60)46.When using psychographic segmentation, AIOs are _____, _____ and _____.a.actions; interests; optionsb.activities; interests; opinionsc.activities; ideas; opinionsd.actions; ideas; options(b; Difficulty 2, p. 60)47.Techno-road-warriors are businesspeople who spend a high percentage of theirworkweek on the road, equipped with laptops, pagers and cell phones. What kind of research was used to result in this market segment?a.socioculturalb.physiologicalc.psychographicd.demographic(c; Difficulty 3, p. 60)48.Centrum Performance vitamins target _____ seg ments by stating, “You’reworking out instead of eating out because there aren’t enough hours in the day.”a.socioculturalb.physiologicalc.psychographicd.demographic(c; Difficulty 3, p. 61 and figure 3-1)49.The traditional family life cycle stages start out with bachelorhood and endin_____.a.empty-nesterb.post-parenthoodc.dissolutiond.demise(c; Difficulty 2, p. 61)50.Social class is usually measured by all of the following except:a.income.cation.c.lifestyle.d.occupation.(c; Difficulty 1, p. 62)51.An ad for Merrill Lynch stating “Patricia and Dan are always searching for thebest of everything. Their money behaves in a similar fashion” would be targeting people according to their_____. (choose the best answer)a.incomeb.occupationc.social classd.lifestyle(c; Difficulty 2, p. 63)52.In the U.S., African Americans, Hispanic Americans and Asian Americans are allimportant_____ segments.a.culturalb.marketc.consumerd.subcultural(d; Difficulty 2, p. 63)e-related segmentation categorizes consumers in terms of level of usage, levelof awareness, and _____.a.benefits soughtb.degree of brand loyaltyc.brand knowledged.social class(b; Difficulty 2, p. 64)54.Research has shown that 25 to 30 percent of beer drinkers account for more than70 percent of al beer consumed. This is an example of_____ segmentation.a.benefite-relatedc.psychographicd.lifestyle(b; Difficulty 2, p. 64)55.Consumer innovators tend to:a.not be brand loyal.b.be brand loyal.c.be older.d.be less educated.(a; Difficulty 3, p. 64)56.Relationship programs, such as the Hilton Honors program and Hertz Number 1Club, mostly reward:a.customers who are brand loyal.b.brand switchers.c.consumer innovators.d.all of the above(a; Difficulty 1, p. 64)57.The greeting card industry capitalizes on occasions to sell products; this is aperfect example of_____ segmentation.a.lifestyleb.benefitage situationd.demographic(c; Difficulty 3, p. 66)58.Hefty One Zip Bags emphasize “piece of mind.” Eclipse gum stresses “freshbreath.” They are two companies trying to attract customers on the bas is of _____ segmentation.e-relatedb.benefitc.lifestyled.sociocultural(b; Difficulty 2, p. 68)59.The classic case of successful _____ segmentation is the market for toothpaste. Ifconsumers are socially active, they want a toothpaste that can deliver white teeth and fresh breath; if they smoke, they want one that fights stains; if they want to prevent disease, they want one that will fight germs.e-relatedb.benefitc.lifestyled.sociocultural(b; Difficulty 2, p. 68)60.______ profiling has been widely used in the development of advertisingcampaigns to answer the questions, “Whom should we target?” “What should we say?” and “Where should we say it?”a.psychographic-demographicb.geo-demographicc.socio-demographicd.VALS(a; Difficulty 3, p. 68)61.“Birds of a feather flock together” is the theory behind which type ofsegmentation?a. demographicb. geographicc.psychographicd.geo-demographic(b; Difficulty 2, p. 71)62.Claritas, the leading company in creating consumer clusters based on lifestyle,uses zip codes that cluster people throughout the country. Its most famous tool is known as:a.VALSb.PRIZMc.SRId.ZIP(b; Difficulty 3, p. 71)63.The _____ system used by SRI Consulting classifies the American populationinto eight segments.a.VALSb.PRIZMc.Mindbase segmentationd.Geo-demographic(a; Difficulty 2, p. 73)64.SRI Consulting’s VALS system categorizes people into eight segments based onthree horizontal self-orientations: Principle, Status, and _____.a.Resourcesb.Actionc.Achievementd.Social Class(b; Difficulty 3, p. 73, figure 3-7)65._____ tend to buy American-made products and are slow to alter theirconsumption-related habits.a.Actualizersb.Strugglersc.Believersd.Makers(c; Difficulty 3, p. 73, figure 3-7)66.To be an effective target, a market segment should be: identifiable, sufficient,stable or growing, and _____.a.modernb.internationalc.accessibled.desirable(c; Difficulty 3, p. 75)67.Teens are an attractive market except for one factor that makes them risky—thefact that teen segments are_____.a.hard to identifyb.fairly smallc.instabled.not accessible(c; Difficulty 2, p. 77)68.Targeting several segments using individual marketing mixes for each is called_____.a.concentrated marketingb.differentiated marketingc.coutersegmentationd.local marketing(b; Difficulty 2, p. 77)69.Targeting just one segment with a unique marketing mix is called _____.a.concentrated marketingb.differentiated marketingc.countersegmentationd.local marketing(a; Difficulty 2, p. 78)70.When your business college decides to cancel courses due to lack of interest, andcombines two majors due to inadequate registration in both, that is usually known as_____.a.concentrated marketingb.differentiated marketingc.countersegmentationd.local marketing(c; Difficulty 2, p. 78)True/False Questions:71.The essence of segmented marketing was summed up by Henry Ford whenoffering the Model T car to the public “in any color as long as it was black”. (False; Difficulty 2, p. 50)72.One advantage of segmented marketing is that it costs less in terms of advertisingcampaign costs and a standardized product.(False; Difficulty 1, p. 50)73.The fact that Toyota offers its small sporty Celica, and its much larger Avalon, isevidence that Toyota uses market segmentation.(True; Difficulty 1, p. 50)74.Once a product is initially positioned and promoted, it will reflect poorly on acompany to change its position somewhere down the line.(False; Difficulty 2, p. 52)75.The theory behind geographic segmentation is that people who live in the samearea have the same values and beliefs(False; Difficulty 3, p. 53)76.By placing their catalogs on the Internet, marketers hope to overcomepsychological boundaries.(False; Difficulty 2, p. 53)77.Campbell’s Soup is known for following a highly segmented marketing strategyby dividing the U.S. into more than 20 regions.(True; Difficulty 3, p. 55)78.The best example of successful segmentation based on demographics is the giantWal-Mart operation, in which the strategy is to locate their stores in small towns. (False; Difficulty 3, p. 55)79.Demographics help to locate a target market, whereas psychological andsociocultural characteristics help to describe how its members think and feel. (True; Difficulty 3, p. 55)80.Demographic studies show that the mature adult market (the 50 plus market) has asmaller disposable income than the younger population.(False; Difficulty 2, p. 55)81.When segmenting the market, it is important to realize the difference between ageeffects, occurrences due to growing up during a specific period of time, andcohort effects, occurrences due to chronological age.(False; Difficulty 2, p. 57)82.The changes in gender roles in today’s society are largely due to the continuedimpact of dual-income households.(True; Difficulty 3, p. 57)83.Research has shown that men and women differ in terms of the way they look attheir Internet usage. While men are information hungry, women expectcommunications media to entertain and educate.(True; Difficulty 3, p. 59, table 3-5)84.Campbell’s Soup to Go! and Maxwell House’s coffee Singles and two-cup coffeemakers are an attempt to target people according to their demographics. (True; Difficulty 3, p. 59)cation, income and gender tend to be closely correlated in almost a cause-andeffect relationship.(False; Difficulty 2, p. 59)86.Research reveals that people with higher income, education, and white-collaroccupations tend to spend more time online at home than people with lowerincomes, educations, and blue-collar jobs.(False; Difficulty 2, p. 59)87.Psychographic research is commonly referred to as lifestyle analysis.(True; Difficulty 1, p. 60)88.The psychographic profile of a consumer segment can be thought of as acomposite of consumers’ measured activities, ideas and opinions (AIOs). (False; Difficulty 3, p. 60)89.The traditional family life cycle will go through the following stages:bachelorhood, honeymooners, parenthood, post-parenthood and dissolution. (True; Difficulty 3, p. 61)90.A family’s financial needs tend to be constant even as they progress through thevarious life stages.(False; difficulty 2, p. 61)91.Social class is best measured by a weighted index of education, occupation,income and gender.(False; Difficulty 1, p. 62)92.Some marketers segment their markets on the basis of cultural heritage, becausemembers of the same culture tend to share the same values, beliefs and customs. (True; Difficulty 1, p. 63)93.It is safe to assume that if a product is successful locally it will be acceptedinternationally.(False; Difficulty 3, p. 63)94.In the U.S., some examples of important subcultures include African Americans,Hispanic Americans and the elderly population.(True; Difficulty 3, p. 63)95.One of the easiest market segments to reach globally with similar marketingcampaigns, regardless of cultural background, is the teenage market.(True; Difficulty 3, p. 63)96.Often marketers target consumers who are known to be brand switchers, in beliefthat such people represent greater market potential than consumers who are loyal to competing brands.(True; Difficulty 3, p. 64)97.Relationship programs are an excellent way to reward consumer innovators. (False; Difficulty 2, p. 64)98.Psychographic and geographic profiles are highly complimentary segmentationapproaches that work best when used together.(False; Difficulty 3, p. 68)99.“Birds of a feather flock together” is the basis of geographic segmentation. (False; Difficulty 3, p. 71)100.SRI Consulting developed a segmentation scheme of the American population, known as VALS, that segments people into 32 different categories.(False; Difficulty 2, p. 73)Essay Questions:101.Talk about how marketing segmentation evolved from mass marketing to micromarketing, citing examples for each level of segmentation.Historically, marketers followed mass marketing strategies, which meant creating one product, one marketing strategy, and one marketing campaign to all its customers. Henry Ford’s Model T is an example, in that he stated that he will offer a car to anyone “in any color they wanted as long as it was black.”The second level is market segmentation, by identifying the different market segments, and targeting each segment individually with its own strategy, campaign, and unique product design. Most automobile companies today follow this strategy, such as GM by offering their wide range of vehicle sizes and prices to “match every purse and personality”.The lowest form of segmentation could be at the local level or the individual level. Campbell’s Soup works closely with its 209 regional managers to create special display and promotional campaigns to suit local needs. On the individual level, or what is known as one2one marketing, companies such as use the Internet and current technology to reach their customers at an individual basis by sending personalized messages. They can also use current technology by customizing products; an example would be Dell computers, who can create a unique computer based on consumer’s individual requests.(Difficulty 3; p. 50)102.What is product positioning and repositioning?Positioning the product means that the marketer must place it in a way for customers to perceive it to satisfy their needs better than any of the competitors on any one competitive advantage. The marketer must communicate the message appropriately to the customers to make them believe it will be the best option for their needs.Many companies decide to reposition their products to include a wider customer base without losing their core customers, or by adding a new feature or option that might be appealing and communicating the message to their existing and new customers. (Difficulty 3; p. 50 and 52)103.Talk about The Gap, Inc and their use of market segmentation.The Gap targets different age, income, and lifestyle segments in a diverse set of retail outlets. The Gap and Super Gap stores are designed to attract a wide range of consumers who seek a casual and relaxed style of dress. Gap targets upscale consumers through its Banana Republic stores, and some downscale consumers with its Old Navy Clothing stores. It also targets young parents with Baby Gap and Gap Kids stores. With this, The Gap is able to appeal to a variety of segments. (Difficulty 2; p. 51)104.How was Wal-Mart successful in using geographic segmentation?Wal-Mart did what other retailers were not interested in. They followed a strategy of opening stores in rural areas and small towns where there were no competitors and there was a need for such large discount retailers.(Difficulty 1; p. 55)105.Explain the difference between age effects and cohort effects.Age effects are occurrences due to chronological age, such as heightened interest in leisure travel and golf, that often occurs when people reach middle age.Cohort effects are occurrences due to growing up during a specific period of time, such as if growing up while listening to rock and roll means you will be a rock and roll fan regardless of your age. One stresses the impact of aging while the other stresses the influence of the period when one was born.(Difficulty 2; p. 57)106.Explain how gender roles have blurred. What are marketers doing to overcome this change in roles?Women are no longer the traditional users of cosmetics—many men are increasingly spending more money on skin care and hair products, and women are becoming an important segment in the repair tools market. The main reason behind this change in roles is due to the fact that more women are working, which has created more dual-income household that led to changing and sharing all responsibilities.Marketers are trying to overcome the change in gender roles by changing the ways they target women, such as offering magazines like Working Woman or Working Mother, and by increasing their pressure on women to use catalogs, 800 numbers and the Internet for shopping rather than going to the mall.(Difficulty 3; p. 57)107.Why is Family Life Cycle an important basis for segmentation?Because many families pass through similar phases in their formation, growth and financial dissolution, at each phase the family unit needs differ.Young singles going through the bachelorhood stage will need basic furniture for their apartments, and a small, inexpensive vehicle to start them off. Once singles get married and move into the honeymooners stage, their focus becomes buying a new home and furnishing it, then when they become parents, the majority of their disposable income will be spent on their children’s needs.(Difficulty 2; p. 61)108.How is brand loyalty used as a basis for segmentation?Marketers try to identify the characteristics of their brand loyal customers so that they can direct their promotional efforts to people with similar characteristics in larger populations. They try to increase their loyalty by offering them types of relationship programs which reward them for being continuous users of the product or service. (Difficulty 2; p. 64)109.Geo-demographic segmentation is one of the more popular bases for segmentation. What tools have been developed for it?This type of segmentation is based on the notion that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles and consumption habits, similar to the saying “birds of a feather flock together”.A company called Claritas developed a tool, PRIZM, in which clusters are created based on the lifestyle of people scattered throughout the country. It identifies these clusters through zip codes, and reveals a description of the segment based on research done through the company.(Difficulty 3; p. 71)110.What is countersegmentation?Countersegmentation occurs when companies find that some segments have contracted over time to the point that they do not warrant an individually designed marketing program. In this case a company will seek to discover a more generic need that would apply to two or more segments and recombine those segments into a larger segment that would be targeted with one promotional campaign.(Difficulty 2; p. 78)。