Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

________ is the science of using psychology and demographics to better understand consumers.

Accepted Answer

A) Psychographics 
B) Segmentation 
C) Clustering 
D) Demographics 
E) Social psychology 
A) Psychographics 
B) Segmentation 
C) Clustering 
D) Demographics 
E) Social psychology A

Question 3

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

Accepted Answer

A) usage rate 
B) buyer-readiness stage 
C) loyalty status 
D) user status 
E) benefits 
A) usage rate 
B) buyer-readiness stage 
C) loyalty status 
D) user status 
E) benefits D

Question 4

An attractive niche is characterized as having a distinct set of needs.

Accepted Answer

A) True 
 B)False

Question 5

Life stage defines a person's age.

Accepted Answer

A) True 
 B)False

Question 6

There are several major segmentation variables that might be used by a marketer to address a consumer market.If the marketer were to use social class,psychographic lifestyle,and readiness stage to segment its market,identify possible segmentation subcategories under each of the three.

Accepted Answer

First,social class would yield the subca

Question 7

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 8

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

Accepted Answer

A) True 
 B)False

Question 9

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) strategic segmentation 
D) goal-based segmentation 
E) short-term segmentation 
A) macrosegmentation 
B) microsegmentation 
C) strategic segmentation 
D) goal-based segmentation 
E) short-term segmentation

Question 10

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

Accepted Answer

A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable 
A) measurable 
B) substantial 
C) accessible 
D) differentiable 
E) actionable

Question 11

A new trend in marketing is toward customerization.Describe what customerization is and how marketers are using it.

Accepted Answer

Customerization combines operationally d

Question 12

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 13

Hilton Hotels customizes rooms and lobbies according to location.Northeastern hotels are sleeker and more cosmopolitan.Southwestern hotels are more rustic.This is an example of ________ segmentation.

Accepted Answer

A) demographic 
B) behavioral 
C) psychographic 
D) geographic 
E) user status 
A) demographic 
B) behavioral 
C) psychographic 
D) geographic 
E) user status

Question 14

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.

Accepted Answer

A) thinker 
B) achiever 
C) experiencer 
D) striver 
E) survivor 
A) thinker 
B) achiever 
C) experiencer 
D) striver 
E) survivor

Question 15

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

Question 16

Companies following a market specialization strategy offer one product to as many markets as possible.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are considered to be product attitude segments EXCEPT ________.

Accepted Answer

A) synergistic 
B) enthusiastic 
C) positive 
D) indifferent 
E) hostile 
A) synergistic 
B) enthusiastic 
C) positive 
D) indifferent 
E) hostile

Question 18

Marketers use two broad groups of variables to segment consumer markets.Identify these groups and how they are used.

Accepted Answer

Some researchers try to define segments

Question 19

A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.

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 20

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.

Accepted Answer

A) True 
 B)False

Exam 8: Identifying Market Segments and Targets

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

________ is the science of using psychology and demographics to better understand consumers.

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

An attractive niche is characterized as having a distinct set of needs.

Life stage defines a person's age.

There are several major segmentation variables that might be used by a marketer to address a consumer market.If the marketer were to use social class,psychographic lifestyle,and readiness stage to segment its market,identify possible segmentation subcategories under each of the three.

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

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

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 ________.

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

A new trend in marketing is toward customerization.Describe what customerization is and how marketers are using it.

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

Hilton Hotels customizes rooms and lobbies according to location.Northeastern hotels are sleeker and more cosmopolitan.Southwestern hotels are more rustic.This is an example of ________ segmentation.

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.

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.

Companies following a market specialization strategy offer one product to as many markets as possible.

All of the following are considered to be product attitude segments EXCEPT ________.

Marketers use two broad groups of variables to segment consumer markets.Identify these groups and how they are used.

A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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