Question 1

The quantity consumed or patronage (store visits)during a specific period is referred to as

Accepted Answer

A) usage rate. 
B) purchase metric. 
C) consumption index. 
D) consumption rate. 
E) demand amount. 
A) usage rate. 
B) purchase metric. 
C) consumption index. 
D) consumption rate. 
E) demand amount.

Question 2

Universal Concerts wants to bring a series of country music concerts to Canada next year.In general,Western Canadians prefer country music while Eastern Canadians prefer rock.Thus,a country music event in eastern Canada is very likely to have lots of empty seats even though it is more popular than the western part of the country.If it can book only one venue,Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold out concert.

Accepted Answer

A) geographic characteristics 
B) demographic characteristics 
C) music format characteristics 
D) behavioral characteristics 
E) psychographic characteristics 
A) geographic characteristics 
B) demographic characteristics 
C) music format characteristics 
D) behavioral characteristics 
E) psychographic characteristics

Question 3

The company name Zappos was chosen because it

Accepted Answer

A) was the founder's family name. 
B) conveyed in Spanish the type of product sold. 
C) inferred how quickly you could purchase the product. 
D) contained letters from the names of the three founders. 
E) reflected the brand name of the first line of shoes they sold. 
A) was the founder's family name. 
B) conveyed in Spanish the type of product sold. 
C) inferred how quickly you could purchase the product. 
D) contained letters from the names of the three founders. 
E) reflected the brand name of the first line of shoes they sold.

Question 4

-The Sporting News Baseball Yearbook used 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

Accepted Answer

A) sporting interest-based segmentation. 
B) segmenting organizational markets. 
C) one product and multiple market segments. 
D) multiple products and multiple market segments. 
E) segments of one or mass customization. 
A) sporting interest-based segmentation. 
B) segmenting organizational markets. 
C) one product and multiple market segments. 
D) multiple products and multiple market segments. 
E) segments of one or mass customization.

Question 5

The fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Accepted Answer

A) group potential buyers into segments 
B) select target markets 
C) group products to be sold into categories 
D) develop a market-product grid and estimate size of the overall market 
E) take marketing actions to reach target markets 
A) group potential buyers into segments 
B) select target markets 
C) group products to be sold into categories 
D) develop a market-product grid and estimate size of the overall market 
E) take marketing actions to reach target markets

Question 6

The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Accepted Answer

A) group potential buyers into segments 
B) group products to be sold into categories 
C) select target markets 
D) develop a market-product grid and estimate size of markets 
E) take marketing actions to reach target markets 
A) group potential buyers into segments 
B) group products to be sold into categories 
C) select target markets 
D) develop a market-product grid and estimate size of markets 
E) take marketing actions to reach target markets

Question 7

All of the following are criteria used for forming market segments EXCEPT:

Accepted Answer

A) difference of needs of buyers among segments. 
B) potential for increased profit. 
C) cost of reaching the segment. 
D) potential of a marketing action to reach a segment. 
E) simplicity and cost of assigning potential buyers to segments. 
A) difference of needs of buyers among segments. 
B) potential for increased profit. 
C) cost of reaching the segment. 
D) potential of a marketing action to reach a segment. 
E) simplicity and cost of assigning potential buyers to segments.

Question 8

The Sporting News Baseball Yearbook had exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is the basis of its market segmentation strategy?

Accepted Answer

A) psychographic segmentation 
B) retail outlet segmentation 
C) demographic segmentation 
D) behavioral segmentation 
E) geographic segmentation 
A) psychographic segmentation 
B) retail outlet segmentation 
C) demographic segmentation 
D) behavioral segmentation 
E) geographic segmentation

Question 9

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

Accepted Answer

A) geographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) demographic segmentation. 
E) buying condition segmentation. 
A) geographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) demographic segmentation. 
E) buying condition segmentation.

Question 10

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

Accepted Answer

A) group potential buyers into segments. 
B) develop a market-product grid and estimate size of the overall market. 
C) select target markets. 
D) take marketing actions to reach target markets. 
E) group products to be sold into categories. 
A) group potential buyers into segments. 
B) develop a market-product grid and estimate size of the overall market. 
C) select target markets. 
D) take marketing actions to reach target markets. 
E) group products to be sold into categories.

Question 11

Five general criteria are often used to select target segments.They include: (1)the size of the market; (2)expected growth of the market; (3)competitive position of the firm with respect to the market; (4)cost of reaching the segment; and __________.

Accepted Answer

A) compatibility with the organization's objectives and resources 
B) potential of a marketing action to reach a segment 
C) similarity of needs of potential buyers within a segment 
D) difference of needs of buyers among segments 
E) potential for increased profit 
A) compatibility with the organization's objectives and resources 
B) potential of a marketing action to reach a segment 
C) similarity of needs of potential buyers within a segment 
D) difference of needs of buyers among segments 
E) potential for increased profit

Question 12

Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market consists of businesses similar to its first customer,a fertilizer manufacturer that was located in a rural area.If the firm decides to expand to the U.S.,it most likely will use which of the following strategies to segment its market?

Accepted Answer

A) behavioral and geographic 
B) number of employees and behavioral 
C) purchase location and purchase type 
D) NAICS code and geographic 
E) behavioral and NAICS code 
A) behavioral and geographic 
B) number of employees and behavioral 
C) purchase location and purchase type 
D) NAICS code and geographic 
E) behavioral and NAICS code

Question 13

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Accepted Answer

A) product repositioning. 
B) relative positioning. 
C) competitive positioning. 
D) product positioning. 
E) selective perception. 
A) product repositioning. 
B) relative positioning. 
C) competitive positioning. 
D) product positioning. 
E) selective perception.

Question 14

Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides

Accepted Answer

A) product segmentation. 
B) market expansion. 
C) product differentiation. 
D) usage segmentation. 
E) psychographic segmentation. 
A) product segmentation. 
B) market expansion. 
C) product differentiation. 
D) usage segmentation. 
E) psychographic segmentation.

Question 15

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A) order customization. 
B) a one product one market segment strategy. 
C) synergistic marketing. 
D) build-to-order. 
E) specialty customization. 
A) order customization. 
B) a one product one market segment strategy. 
C) synergistic marketing. 
D) build-to-order. 
E) specialty customization.

Question 16

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A) perceptual map. 
B) perception matrix. 
C) growth-share matrix. 
D) market-product grid. 
E) product differentiation chart. 
A) perceptual map. 
B) perception matrix. 
C) growth-share matrix. 
D) market-product grid. 
E) product differentiation chart.

Question 17

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Accepted Answer

A) to receive quick delivery of their merchandise. 
B) to buy sustainable shoes,accessories,and clothing. 
C) to shop online in the convenience of their own homes. 
D) to allow for free returns of goods if dissatisfied. 
E) to have a wide selection of shoes. 
A) to receive quick delivery of their merchandise. 
B) to buy sustainable shoes,accessories,and clothing. 
C) to shop online in the convenience of their own homes. 
D) to allow for free returns of goods if dissatisfied. 
E) to have a wide selection of shoes.

Question 18

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Accepted Answer

A) demographic 
B) regional 
C) socioeconomic 
D) geographic 
E) psychographic 
A) demographic 
B) regional 
C) socioeconomic 
D) geographic 
E) psychographic

Question 19

At a Hallmark store you can find several different product lines of greeting cards,likely including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African-Americans.This is an example of __________ segmentation.

Accepted Answer

A) regional 
B) lifestyle 
C) demographic 
D) geographic 
E) psychographic 
A) regional 
B) lifestyle 
C) demographic 
D) geographic 
E) psychographic

Question 20

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT 
implemented well?

Accepted Answer

A) higher sales but lower profits 
B) reduced quality and higher prices 
C) meeting customer needs but at the expense of higher prices 
D) lower prices but with higher production costs 
E) higher quality but lower prices 
A) higher sales but lower profits 
B) reduced quality and higher prices 
C) meeting customer needs but at the expense of higher prices 
D) lower prices but with higher production costs 
E) higher quality but lower prices

The quantity consumed or patronage (store visits)during a specific period is referred to as

The company name Zappos was chosen because it

-The Sporting News Baseball Yearbook used 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

The fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

All of the following are criteria used for forming market segments EXCEPT:

The Sporting News Baseball Yearbook had exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is the basis of its market segmentation strategy?

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

Five general criteria are often used to select target segments.They include: (1)the size of the market; (2)expected growth of the market; (3)competitive position of the firm with respect to the market; (4)cost of reaching the segment; and __________.

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides

Manufacturing a product only when there is an order from a customer is referred to as

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

Exam 8: Market Segmentation, Targeting, and Positioning

The quantity consumed or patronage (store visits)during a specific period is referred to as

The company name Zappos was chosen because it

-The Sporting News Baseball Yearbook used 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

The fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

All of the following are criteria used for forming market segments EXCEPT:

The Sporting News Baseball Yearbook had exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is the basis of its market segmentation strategy?

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

The second step in segmenting and targeting markets that link customer needs to marketing actions is to

Five general criteria are often used to select target segments.They include: (1)the size of the market; (2)expected growth of the market; (3)competitive position of the firm with respect to the market; (4)cost of reaching the segment; and __________.

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides

Manufacturing a product only when there is an order from a customer is referred to as

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters