Question 1

Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.

Accepted Answer

A) True 
 B)False

Question 2

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.

Accepted Answer

A)  macrosegmentation 
B)  microsegmentation 
C)  geographic segmentation 
D)  global segmentation 
E)  short-term segmentation 
A)  macrosegmentation 
B)  microsegmentation 
C)  geographic segmentation 
D)  global segmentation 
E)  short-term segmentation

Question 3

Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________.

Accepted Answer

A)  the level of disposable income earned by the target group 
B)  customer differences 
C)  the cost-benefit relationship of narrowing the target market 
D)  customer complaints 
E)  saturated markets 
A)  the level of disposable income earned by the target group 
B)  customer differences 
C)  the cost-benefit relationship of narrowing the target market 
D)  customer complaints 
E)  saturated markets

Question 4

Believers favor stylish products that emulate the purchases of those with greater material wealth.

Accepted Answer

A) True 
 B)False

Question 5

The key to attracting potential users of a product or service, or even possibly nonusers, is ________.

Accepted Answer

A)  understanding the reasons they are not using it 
B)  offering financial incentives for first-time use 
C)  increasing the usage rate of existing users 
D)  developing a new product that better meets their needs 
E)  increasing advertising expenditures 
A)  understanding the reasons they are not using it 
B)  offering financial incentives for first-time use 
C)  increasing the usage rate of existing users 
D)  developing a new product that better meets their needs 
E)  increasing advertising expenditures

Question 6

If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

Accepted Answer

A)  homogeneous 
B)  heterogeneous 
C)  diffused 
D)  clustered 
E)  scattered 
A)  homogeneous 
B)  heterogeneous 
C)  diffused 
D)  clustered 
E)  scattered

Question 7

The main dimensions of the VALS segmentation framework are consumer motivation and consumer resources.

Accepted Answer

A) True 
 B)False

Question 8

Everyone who buys a given product wants the same benefits from it.

Accepted Answer

A) True 
 B)False

Question 9

The process of selecting one or more market segments to enter is called market ________.

Accepted Answer

A)  targeting 
B)  dominance 
C)  positioning 
D)  segmentation 
E)  research 
A)  targeting 
B)  dominance 
C)  positioning 
D)  segmentation 
E)  research

Question 10

Life stage defines a person's age.

Accepted Answer

A) True 
 B)False

Question 11

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

Accepted Answer

A) True 
 B)False

Question 12

Income always predicts the best customers for a given product.

Accepted Answer

A) True 
 B)False

Question 13

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.

Accepted Answer

A)  Old Luxury brand extensions 
B)  Accessible superpremium products 
C)  Luxury items 
D)  Hourglass products 
E)  Masstige goods 
A)  Old Luxury brand extensions 
B)  Accessible superpremium products 
C)  Luxury items 
D)  Hourglass products 
E)  Masstige goods

Question 14

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Accepted Answer

A)  Consumptionism 
B)  Viral marketing 
C)  Virtual marketing 
D)  Regionalization 
E)  Customerization 
A)  Consumptionism 
B)  Viral marketing 
C)  Virtual marketing 
D)  Regionalization 
E)  Customerization

Question 15

Those who favor localized marketing see national advertising as wasteful because it ________.

Accepted Answer

A)  gets too up close and personal with consumers 
B)  drives up manufacturing and marketing costs by reducing economies of scale 
C)  magnifies logistical problems 
D)  fails to address local needs 
E)  sends conflicting marketing messages 
A)  gets too up close and personal with consumers 
B)  drives up manufacturing and marketing costs by reducing economies of scale 
C)  magnifies logistical problems 
D)  fails to address local needs 
E)  sends conflicting marketing messages

Question 16

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Accepted Answer

A)  differentiated marketing 
B)  affiliate marketing 
C)  guerrilla marketing 
D)  affinity marketing 
E)  grassroots marketing 
A)  differentiated marketing 
B)  affiliate marketing 
C)  guerrilla marketing 
D)  affinity marketing 
E)  grassroots marketing

Question 17

A ________ offering consists of two parts: a naked solution and discretionary options.

Accepted Answer

A)  differentiated market 
B)  flexible market 
C)  rigid market 
D)  vertical market 
E)  horizontal market 
A)  differentiated market 
B)  flexible market 
C)  rigid market 
D)  vertical market 
E)  horizontal market

Question 18

List the three premises on which Anderson's long tail theory is based and the two aspects of Internet shopping that support these premises.

Accepted Answer

Anderson's long tail theory is based on

Question 19

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.

Accepted Answer

A)  switchers 
B)  shifting loyals 
C)  split loyals 
D)  hard-core loyals 
E)  antiloyals 
A)  switchers 
B)  shifting loyals 
C)  split loyals 
D)  hard-core loyals 
E)  antiloyals

Question 20

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

Accepted Answer

Marketers usually envision four groups b

Exam 9: Identifying Market Segments and Targets

Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.

Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________.

Believers favor stylish products that emulate the purchases of those with greater material wealth.

The key to attracting potential users of a product or service, or even possibly nonusers, is ________.

If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

The main dimensions of the VALS segmentation framework are consumer motivation and consumer resources.

Everyone who buys a given product wants the same benefits from it.

The process of selecting one or more market segments to enter is called market ________.

Life stage defines a person's age.

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

Income always predicts the best customers for a given product.

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Those who favor localized marketing see national advertising as wasteful because it ________.

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

A ________ offering consists of two parts: a naked solution and discretionary options.

List the three premises on which Anderson's long tail theory is based and the two aspects of Internet shopping that support these premises.

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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