Question 1

________ are the largest minority group in the United States.

Accepted Answer

A) African Americans 
B) Asian Americans 
C) Pacific Islanders 
D) Hispanics 
E) American Indians 
A) African Americans 
B) Asian Americans 
C) Pacific Islanders 
D) Hispanics 
E) American Indians

Question 2

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors.Which of the following best describes Favorite Memories' market targeting strategy?

Accepted Answer

A) undifferentiated targeting 
B) custom marketing 
C) differentiated targeting 
D) concentrated targeting 
E) mass customization 
A) undifferentiated targeting 
B) custom marketing 
C) differentiated targeting 
D) concentrated targeting 
E) mass customization

Question 3

Which type of segmentation can center on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase,or when they use the purchased item?

Accepted Answer

A) usage occasions 
B) psychographic 
C) needs 
D) demographic 
E) geotargeting 
A) usage occasions 
B) psychographic 
C) needs 
D) demographic 
E) geotargeting

Question 4

Which statement is NOT true about the Hispanic American segment?

Accepted Answer

A) The Hispanic American segment is becoming a less important segment to marketers. 
B) The Hispanic American segment is growing rapidly. 
C) Hispanic Americans tend to be brand loyal,especially to products made in their country of origin. 
D) Hispanic Americans are a relatively young segment. 
E) Hispanic American households are larger on average than other U.S.households. 
A) The Hispanic American segment is becoming a less important segment to marketers. 
B) The Hispanic American segment is growing rapidly. 
C) Hispanic Americans tend to be brand loyal,especially to products made in their country of origin. 
D) Hispanic Americans are a relatively young segment. 
E) Hispanic American households are larger on average than other U.S.households.

Question 5

A retailer that wants to target prospective grooms between the ages of 21 and 40 who are within six months of their marriage is using ________ segmentation to define its target market.

Accepted Answer

A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) ethnicity 
A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) ethnicity

Question 6

A product's position is based on important attributes as perceived by ________.

Accepted Answer

A) suppliers 
B) competitors 
C) channel members 
D) target consumers 
E) resellers 
A) suppliers 
B) competitors 
C) channel members 
D) target consumers 
E) resellers

Question 7

When McDonald's failed to realize that Applebee's and Chili's were providing products that met consumers' needs for a quick,tasty,and convenient meal,McDonald's failed to consider its ________.

Accepted Answer

A) marketing mix 
B) mass customization 
C) direct competition 
D) indirect competition 
E) competitive advantage 
A) marketing mix 
B) mass customization 
C) direct competition 
D) indirect competition 
E) competitive advantage

Question 8

Your firm has decided to tailor its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Accepted Answer

A) geographic 
B) psychographic 
C) usage 
D) positioning 
E) social class 
A) geographic 
B) psychographic 
C) usage 
D) positioning 
E) social class

Question 9

Explain how a computer company might use mass customization to meet the needs of its customers.

Accepted Answer

Using mass customization,a company modif

Question 10

Explain how a marketer determines whether an identified market segment is viable.

Accepted Answer

A viable target segment should satisfy s

Question 11

A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.

Accepted Answer

A) concentrated 
B) repositioning 
C) competitive advantage 
D) personality 
E) perceptual 
A) concentrated 
B) repositioning 
C) competitive advantage 
D) personality 
E) perceptual

Question 12

The last step in developing a positioning strategy is to ________.

Accepted Answer

A) evaluate responses and modify as needed 
B) identify segmentation variables 
C) analyze the competitors' positions in the marketplace 
D) describe a product with a competitive advantage 
E) finalize the marketing mix 
A) evaluate responses and modify as needed 
B) identify segmentation variables 
C) analyze the competitors' positions in the marketplace 
D) describe a product with a competitive advantage 
E) finalize the marketing mix

Question 13

Saturn is "a different kind of company,different kind of a car;" the Hummer is "like nothing else." These statements indicate a firm's ________.

Accepted Answer

A) product portfolio 
B) target markets 
C) positioning 
D) brand personality 
E) segmentation 
A) product portfolio 
B) target markets 
C) positioning 
D) brand personality 
E) segmentation

Question 14

BMW allows customers to design their own vehicles from a set of options at BMW's Web site.What is this called?

Accepted Answer

This is ma

Question 15

Which three consumer motivations are key to the VALS™ system?

Accepted Answer

A) faith,family,and finances 
B) age,gender,and ethnicity 
C) place of usage,time of usage,and frequency of usage 
D) ideals,achievement,and self-expression 
E) income,education,and geographic location 
A) faith,family,and finances 
B) age,gender,and ethnicity 
C) place of usage,time of usage,and frequency of usage 
D) ideals,achievement,and self-expression 
E) income,education,and geographic location

Question 16

Which of the following marketing strategies are most similar to one other?

Accepted Answer

A) customized marketing and differentiated targeting 
B) mass customization and micromarketing 
C) undifferentiated targeting and concentrated targeting 
D) concentrated targeting and customized marketing 
E) differentiated targeting and micromarketing 
A) customized marketing and differentiated targeting 
B) mass customization and micromarketing 
C) undifferentiated targeting and concentrated targeting 
D) concentrated targeting and customized marketing 
E) differentiated targeting and micromarketing

Question 17

Demographic variables are so frequently used in market segmentation because they ________.

Accepted Answer

A) create smaller segments than other methods do 
B) create more easily reached segments than other methods do 
C) do not involve stereotypes 
D) are easy to measure in comparison to many other methods 
E) involve fewer attributes to consider than other methods do 
A) create smaller segments than other methods do 
B) create more easily reached segments than other methods do 
C) do not involve stereotypes 
D) are easy to measure in comparison to many other methods 
E) involve fewer attributes to consider than other methods do

Question 18

The management practice of ________ involves actively seeking people of different races,sexes,ethnic groups,and religions in an organization's employees,customers,suppliers,and distribution channel partners.

Accepted Answer

A) geodemography 
B) cultural diversity 
C) ethnic segmentation 
D) psychography 
E) social networking 
A) geodemography 
B) cultural diversity 
C) ethnic segmentation 
D) psychography 
E) social networking

Question 19

Honor,a market researcher for a packaged goods company,is segmenting a population of consumers based on how frequently they buy different types of packaged goods.Honor is using behavioral segmentation.

Accepted Answer

A) True 
 B)False

Question 20

Describe several characteristics of Generation Y and Generation X that are important to marketers.

Accepted Answer

Generation Y,also known as Millennials o

________ are the largest minority group in the United States.

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors.Which of the following best describes Favorite Memories' market targeting strategy?

Which type of segmentation can center on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase,or when they use the purchased item?

Which statement is NOT true about the Hispanic American segment?

A retailer that wants to target prospective grooms between the ages of 21 and 40 who are within six months of their marriage is using ________ segmentation to define its target market.

A product's position is based on important attributes as perceived by ________.

When McDonald's failed to realize that Applebee's and Chili's were providing products that met consumers' needs for a quick,tasty,and convenient meal,McDonald's failed to consider its ________.

Your firm has decided to tailor its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Explain how a computer company might use mass customization to meet the needs of its customers.

Explain how a marketer determines whether an identified market segment is viable.

A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.

The last step in developing a positioning strategy is to ________.

Saturn is "a different kind of company,different kind of a car;" the Hummer is "like nothing else." These statements indicate a firm's ________.

BMW allows customers to design their own vehicles from a set of options at BMW's Web site.What is this called?

Which three consumer motivations are key to the VALS™ system?

Which of the following marketing strategies are most similar to one other?

Demographic variables are so frequently used in market segmentation because they ________.

The management practice of ________ involves actively seeking people of different races,sexes,ethnic groups,and religions in an organization's employees,customers,suppliers,and distribution channel partners.

Honor,a market researcher for a packaged goods company,is segmenting a population of consumers based on how frequently they buy different types of packaged goods.Honor is using behavioral segmentation.

Describe several characteristics of Generation Y and Generation X that are important to marketers.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 7: Segmentation,target Marketing,and Positioning

________ are the largest minority group in the United States.

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors.Which of the following best describes Favorite Memories' market targeting strategy?

Which type of segmentation can center on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase,or when they use the purchased item?

Which statement is NOT true about the Hispanic American segment?

A retailer that wants to target prospective grooms between the ages of 21 and 40 who are within six months of their marriage is using ________ segmentation to define its target market.

A product's position is based on important attributes as perceived by ________.

When McDonald's failed to realize that Applebee's and Chili's were providing products that met consumers' needs for a quick,tasty,and convenient meal,McDonald's failed to consider its ________.

Your firm has decided to tailor its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Explain how a computer company might use mass customization to meet the needs of its customers.

Explain how a marketer determines whether an identified market segment is viable.

A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.

The last step in developing a positioning strategy is to ________.

Saturn is "a different kind of company,different kind of a car;" the Hummer is "like nothing else." These statements indicate a firm's ________.

BMW allows customers to design their own vehicles from a set of options at BMW's Web site.What is this called?

Which three consumer motivations are key to the VALS™ system?

Which of the following marketing strategies are most similar to one other?

Demographic variables are so frequently used in market segmentation because they ________.

The management practice of ________ involves actively seeking people of different races,sexes,ethnic groups,and religions in an organization's employees,customers,suppliers,and distribution channel partners.

Honor,a market researcher for a packaged goods company,is segmenting a population of consumers based on how frequently they buy different types of packaged goods.Honor is using behavioral segmentation.

Describe several characteristics of Generation Y and Generation X that are important to marketers.

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters