Exam 7: Segmentation,target Marketing,and Positioning

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three psychographic segmentation variables would you recommend using?

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Question 1

Correct Answer:

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Students' answers will vary.Many students will list shared opinions,interests,and attitudes.Better students will include segments such as people who enjoy fishing,people who like to look at wildlife,vegetarians,people who are interested in adventure,and so forth.

A(n)________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

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Question 2

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Jolene Enterprises mass produces an all-purpose floor cleaner,mass distributes it,and mass promotes it.This firm uses a(n)________.

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Question 3

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Explain why the Hispanic American population is particularly important to marketers.

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Question 4

The group of American consumers born between 1979 and 1994 is often called ________.

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Question 5

Which of the following is NOT an example of a demographic segmentation variable?

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Question 6

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

(Multiple Choice)

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Question 7

After segmentation,the customer group selected by a firm is referred to as the target market.

(True/False)

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Question 8

Before selecting a targeting strategy,marketers should ________.

(Multiple Choice)

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Question 9

Which of the following best describes the market segment referred to as the bottom of the pyramid (BOP)?

(Multiple Choice)

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Question 10

When marketers at P&G selected Generation Y,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which of the following?

(Multiple Choice)

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Question 11

Once a ________ is defined,the next step in positioning is for marketers to finalize the marketing mix.

(Multiple Choice)

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Question 12

Using a ________ targeting strategy,a company develops one or more products for each of several customer groups with different product needs.

(Multiple Choice)

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Question 13

Competitive advantage can be created by offering a lower price for a product that is similar to the competition's product.

(True/False)

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Question 14

To evaluate the different target segments your company is considering,you would look at all of the following factors EXCEPT which one of the following?

(Multiple Choice)

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Question 15

Which of the listed choices is NOT a positioning task?

(Multiple Choice)

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Question 16

Age and gender are examples of demographic segmentation variables.

(True/False)

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Question 17

Superior image,unique product features,and better service are all examples of ________.

(Multiple Choice)

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Question 18

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

(Multiple Choice)

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Question 19

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

(Multiple Choice)

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Question 20

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You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three psychographic segmentation variables would you recommend using?

A(n)________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

Jolene Enterprises mass produces an all-purpose floor cleaner,mass distributes it,and mass promotes it.This firm uses a(n)________.

Explain why the Hispanic American population is particularly important to marketers.

The group of American consumers born between 1979 and 1994 is often called ________.

Which of the following is NOT an example of a demographic segmentation variable?

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

After segmentation,the customer group selected by a firm is referred to as the target market.

Before selecting a targeting strategy,marketers should ________.

Which of the following best describes the market segment referred to as the bottom of the pyramid (BOP)?

When marketers at P&G selected Generation Y,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which of the following?

Once a ________ is defined,the next step in positioning is for marketers to finalize the marketing mix.

Using a ________ targeting strategy,a company develops one or more products for each of several customer groups with different product needs.

Competitive advantage can be created by offering a lower price for a product that is similar to the competition's product.

To evaluate the different target segments your company is considering,you would look at all of the following factors EXCEPT which one of the following?

Which of the listed choices is NOT a positioning task?

Age and gender are examples of demographic segmentation variables.

Superior image,unique product features,and better service are all examples of ________.

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

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