Question 1

A segment should be the largest possible ___________ group worth going after with a tailored marketing program.

Accepted Answer

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

Question 2

List the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment.

Accepted Answer

The five forces identified by Michael Po

Question 3

Hilton Hotels customizes rooms and lobbies according to location.This is an example of ________ segmentation.

Accepted Answer

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

Question 4

A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.

Accepted Answer

A) situational factors 
B) purchasing approaches 
C) personal characteristics 
D) operating variables 
E) demographic variables 
A) situational factors 
B) purchasing approaches 
C) personal characteristics 
D) operating variables 
E) demographic variables

Question 5

A company is customerized when it is able to respond to individual customers by customizing its products,services,and messages on a one-to-one basis.

Accepted Answer

A) True 
 B)False

Question 6

Income segmentation is a long-standing practice in such product and service categories as cars,clothing,cosmetics,financial services,and travel.

Accepted Answer

A) True 
 B)False

Question 7

__________ defines a person's major concern,such as going through a divorce,going into a second marriage,taking care of an older parent,deciding to cohabit with another person,deciding to buy a new home,and so on.

Accepted Answer

A) Product stage 
B) Age stage 
C) Life stage 
D) Income stage 
E) Occupation stage 
A) Product stage 
B) Age stage 
C) Life stage 
D) Income stage 
E) Occupation stage

Question 8

Dennis requests his father to buy him a PlayStation for his birthday.With respect to consumer decision roles,which role is Dennis currently playing?

Accepted Answer

A) initiator 
B) influencer 
C) decider 
D) buyer 
E) gatekeeper 
A) initiator 
B) influencer 
C) decider 
D) buyer 
E) gatekeeper

Question 9

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

Accepted Answer

A) Step 2-segment identification 
B) Step 3-segment attractiveness 
C) Step 6-segment "acid test" 
D) Step 1-needs-based segmentation 
E) Step 7-marketing-mix strategy 
A) Step 2-segment identification 
B) Step 3-segment attractiveness 
C) Step 6-segment "acid test" 
D) Step 1-needs-based segmentation 
E) Step 7-marketing-mix strategy

Question 10

The VALS segmentation system has evolved into an eight-part typology.List the categories of the eight-part typology.

Accepted Answer

The eight parts of the VALS se

Question 11

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.

Accepted Answer

A) student ambassadors 
B) unconventional sports 
C) cool events 
D) computer games 
E) online buzz 
A) student ambassadors 
B) unconventional sports 
C) cool events 
D) computer games 
E) online buzz

Question 12

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

Accepted Answer

A) True 
 B)False

Question 13

In ________ marketing,the firm ignores segment differences and goes after the whole market with one offer.

Accepted Answer

A) niche 
B) mass 
C) guerrilla 
D) segmented 
E) differentiated 
A) niche 
B) mass 
C) guerrilla 
D) segmented 
E) differentiated

Question 14

What are the three primary motivations of consumers?

Accepted Answer

Consumers are inspired by one of three p

Question 15

According to the VALS segmentation system,________ are conservative,conventional,and traditional people with concrete beliefs.

Accepted Answer

A) survivors 
B) strivers 
C) believers 
D) makers 
E) innovators 
A) survivors 
B) strivers 
C) believers 
D) makers 
E) innovators

Question 16

Behavioral segmentation variables include:

Accepted Answer

A) benefits,user status and income 
B) benefits,user status and usage rate 
C) benefits,user status and age 
D) benefits,user status and occupation 
E) benefits,user status and culture 
A) benefits,user status and income 
B) benefits,user status and usage rate 
C) benefits,user status and age 
D) benefits,user status and occupation 
E) benefits,user status and culture

Question 17

Professor Albert advises his students to purchase the book "Microbiology by Pelczar," to acquaint themselves with the fundamentals of microbiology.What role does he play in the buying decision of his students?

Accepted Answer

Professor Albert plays the role of an in

Question 18

With respect to market offerings,if a marketer emphasizes a naked solution,he or she is emphasizing the product and service elements that all segment members value.

Accepted Answer

A) True 
 B)False

Question 19

Explain the concept of differentiated marketing.

Accepted Answer

In differentiated marketing,th

Question 20

If a marketing manager employs such marketing techniques as online buzz,student ambassadors,cool events,and street teams to reach target markets,the manager is most likely appealing to the ________ market.

Accepted Answer

A) Generation Z 
B) Generation X 
C) Generation Y 
D) Silent generation 
E) Baby boomers 
A) Generation Z 
B) Generation X 
C) Generation Y 
D) Silent generation 
E) Baby boomers

Exam 8: Identifying Market Segments and Targets

A segment should be the largest possible ___________ group worth going after with a tailored marketing program.

List the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment.

Hilton Hotels customizes rooms and lobbies according to location.This is an example of ________ segmentation.

A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.

A company is customerized when it is able to respond to individual customers by customizing its products,services,and messages on a one-to-one basis.

Income segmentation is a long-standing practice in such product and service categories as cars,clothing,cosmetics,financial services,and travel.

__________ defines a person's major concern,such as going through a divorce,going into a second marriage,taking care of an older parent,deciding to cohabit with another person,deciding to buy a new home,and so on.

Dennis requests his father to buy him a PlayStation for his birthday.With respect to consumer decision roles,which role is Dennis currently playing?

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

The VALS segmentation system has evolved into an eight-part typology.List the categories of the eight-part typology.

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

In ________ marketing,the firm ignores segment differences and goes after the whole market with one offer.

What are the three primary motivations of consumers?

According to the VALS segmentation system,________ are conservative,conventional,and traditional people with concrete beliefs.

Behavioral segmentation variables include:

Professor Albert advises his students to purchase the book "Microbiology by Pelczar," to acquaint themselves with the fundamentals of microbiology.What role does he play in the buying decision of his students?

With respect to market offerings,if a marketer emphasizes a naked solution,he or she is emphasizing the product and service elements that all segment members value.

Explain the concept of differentiated marketing.

If a marketing manager employs such marketing techniques as online buzz,student ambassadors,cool events,and street teams to reach target markets,the manager is most likely appealing to the ________ market.

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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