Question 1

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.

Accepted Answer

A) demographic 
B) psychographic 
C) geographic 
D) cultural 
E) behavioral 
A) demographic 
B) psychographic 
C) geographic 
D) cultural 
E) behavioral C

Question 2

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

Accepted Answer

A) True 
 B)False  True

Question 3

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can help identify the products' strengths.

Accepted Answer

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

Question 4

Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?

Accepted Answer

A) It makes the company almost bulletproof to competitors' actions. 
B) It diversifies the firm's risk. 
C) It creates synergy between markets. 
D) It is a low-cost strategy. 
E) It treats all buyers the same and,therefore,lowers promotion costs. 
A) It makes the company almost bulletproof to competitors' actions. 
B) It diversifies the firm's risk. 
C) It creates synergy between markets. 
D) It is a low-cost strategy. 
E) It treats all buyers the same and,therefore,lowers promotion costs.

Question 5

In evaluating different market segments,the firm must look at two factors: the segment's overall attractiveness and ________.

Accepted Answer

A) the company's objectives and resources 
B) the effectiveness of the suppliers 
C) the flexibility of legal rules governing the business 
D) the socio-economic infrastructure 
E) the global nature of the product 
A) the company's objectives and resources 
B) the effectiveness of the suppliers 
C) the flexibility of legal rules governing the business 
D) the socio-economic infrastructure 
E) the global nature of the product

Question 6

Explain geographic segmentation.

Accepted Answer

Geographic segmentation calls for dividi

Question 7

Explain the five roles in a buying decision: initiator,influencer,decider,buyer,and
user.

Accepted Answer

Assume a wife initiates a purchase by re

Question 8

The key to attracting potential users,or even possibly nonusers,is ________.

Accepted Answer

A) understanding the reasons they are not using 
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 
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 9

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 10

Members of the same generational cohort share the same major cultural,political,and economic experiences and have similar outlooks and values.

Accepted Answer

A) True 
 B)False

Question 11

Newlyweds are an example of a(n)________ segment.

Accepted Answer

A) life stage 
B) age 
C) behavior 
D) user status 
E) income 
A) life stage 
B) age 
C) behavior 
D) user status 
E) income

Question 12

If a marketing manager segments the market into culture-oriented,sports-oriented,or outdoor-oriented groups,he or she is segmenting on the basis of ________.

Accepted Answer

A) loyalty status 
B) behavioral occasions 
C) user status 
D) psychographic lifestyle 
E) readiness stage 
A) loyalty status 
B) behavioral occasions 
C) user status 
D) psychographic lifestyle 
E) readiness stage

Question 13

Mature and reflective people who seek durability,functionality,and value in products are most likely to be categorized as ________ in the VALS system.

Accepted Answer

A) innovators 
B) thinkers 
C) achievers 
D) experiencers 
E) strivers 
A) innovators 
B) thinkers 
C) achievers 
D) experiencers 
E) strivers

Question 14

A market segment consists of a group of customers who share a similar set of needs and wants.

Accepted Answer

A) True 
 B)False

Question 15

Everyone who buys a product has the same needs or wants the same benefits from it.

Accepted Answer

A) True 
 B)False

Question 16

Each ________ or cohort is profoundly influenced by the times in which it grew up-the music,movies,politics,and defining events of that period.

Accepted Answer

A) consumer 
B) baby boomer 
C) Generation Yer 
D) generation 
E) person 
A) consumer 
B) baby boomer 
C) Generation Yer 
D) generation 
E) person

Question 17

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

Accepted Answer

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

Question 18

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 19

In the VALS segmentation system,thinkers are characterized as being successful,sophisticated,active,"take-charge" people with high self-esteem.

Accepted Answer

A) True 
 B)False

Question 20

People within the same demographic group can exhibit very different psychographic profiles.

Accepted Answer

A) True 
 B)False

Exam 8: Identifying Market Segments and Targets

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can help identify the products' strengths.

Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?

In evaluating different market segments,the firm must look at two factors: the segment's overall attractiveness and ________.

Explain geographic segmentation.

Explain the five roles in a buying decision: initiator,influencer,decider,buyer,and user.

The key to attracting potential users,or even possibly nonusers,is ________.

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?

Members of the same generational cohort share the same major cultural,political,and economic experiences and have similar outlooks and values.

Newlyweds are an example of a(n)________ segment.

If a marketing manager segments the market into culture-oriented,sports-oriented,or outdoor-oriented groups,he or she is segmenting on the basis of ________.

Mature and reflective people who seek durability,functionality,and value in products are most likely to be categorized as ________ in the VALS system.

A market segment consists of a group of customers who share a similar set of needs and wants.

Everyone who buys a product has the same needs or wants the same benefits from it.

Each ________ or cohort is profoundly influenced by the times in which it grew up-the music,movies,politics,and defining events of that period.

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

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

In the VALS segmentation system,thinkers are characterized as being successful,sophisticated,active,"take-charge" people with high self-esteem.

People within the same demographic group can exhibit very different psychographic profiles.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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