1. Jen Mullin, the vice president of Marketing for Numi Organic Tea, describes their typical customer as a female, college-educated tea lover, possibly an "eco-mom." What type of market segmentation has she used to identify this customer group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
2. Another way Numi Organic Tea identifies potential customers is through what they want from the product; they are looking for organic, fair-trade, premium quality tea, according to the video. What type of market segmentation is used to identify customers in this way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
3. Because Numi Organic Tea has identified more than one target market, for example, "eco-moms," college students, and family travelers, they should be particularly aware of the ____________________, which helps explain how consumption patterns differ at different stages determined by a combination of age, marital status, and the presence or absence of children.
a. Family life cycle
b. 80 / 20 principle
c. Undifferentiated targeting strategy
d. Concentrated targeting strategy
4. The demographic variable that Numi Tea marketers were examining when they recognized that people who had discovered their product at a high-end spa or fine restaurant often shopped for groceries at Costco was _________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
5. Numi Tea uses premium ingredients to create a premium tea at an affordable price, according to Jen Mullin. This is a form of ______________________ that the company uses to distinguish their products from those of competitors.
a. Perceptual mapping
b. One-to-one marketing
c. Product differentiation
d. Market segmentation
6. Which of the following is the least likely targeting strategy that Numi Tea would select to market their products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
7. When Jen Mullin explains that her company seeks to include their product in gift bags and other promotional giveaways by companies and other organizations, she is recognizing the need to change customers' perceptions through sampling.
True
False
8. To graphically map the "channel conflict" between marketing Numi Tea to premium spas, hotels, and restaurants and selling the same brand at mass-market stores such as Target, the company could employ perceptual mapping.
True
False