Exam 7: Segmentation, Target Marketing, and Positioning

Which of the following would be the best source for information about the size and number of companies operating in a particular industry in the United States?

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(Multiple Choice)

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Question 1

Correct Answer:

Verified

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.

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(True/False)

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Question 2

Correct Answer:

Verified

True

What is market fragmentation? Why is market fragmentation of concern to marketers?

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(Essay)

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Question 3

Correct Answer:

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Market fragmentation refers to how modern society is divided into groups with diverse interests and diverse backgrounds. Each group has distinctive wants and needs. Because of this diversity, the same good or service will not appeal to everyone. Marketers must understand a group's distinctive wants and needs in order to meet the needs of the group with a product or service.

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

(Multiple Choice)

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Question 4

Which of the following is NOT part of a target marketing strategy?

(Multiple Choice)

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Question 5

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 6

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 7

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

(Essay)

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Question 8

Content marketing is designed to establish thought leadership and to appear like the kind of content created by individuals or media organizations, rather than by advertisers.

(True/False)

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Question 9

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

(Multiple Choice)

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Question 10

The cosmetics giant L'Oreal offers several product lines at a variety of prices. It targets the luxury market with its brand Helena Rubinstein, while less expensive offerings such as Elseve are targeted to large department stores and discounters. What type of targeting strategy is this? Explain your answer.

(Essay)

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Question 11

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

(Short Answer)

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Question 12

According to the 80/20 rule, which of the following is true?

(Multiple Choice)

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Question 13

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

(Multiple Choice)

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Question 14

In developing a new shoe, Reebok targeted the youth market. It used ________ segmentation to define its target market.

(Multiple Choice)

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Question 15

In comparison to trailing-edge boomers, leading-edge boomers spend a higher proportion of their income on non-discretionary items.

(True/False)

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Question 16

The elements of the marketing mix must match the ________.

(Multiple Choice)

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Question 17

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 18

Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.

(True/False)

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Question 19

Gamification refers to market segmentation using video gaming as a lifestyle.

(True/False)

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Question 20

Showing 1 - 20 of 150

Which of the following would be the best source for information about the size and number of companies operating in a particular industry in the United States?

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.

What is market fragmentation? Why is market fragmentation of concern to marketers?

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

Which of the following is NOT part of a target marketing strategy?

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

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

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

Content marketing is designed to establish thought leadership and to appear like the kind of content created by individuals or media organizations, rather than by advertisers.

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

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

According to the 80/20 rule, which of the following is true?

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

In developing a new shoe, Reebok targeted the youth market. It used ________ segmentation to define its target market.

In comparison to trailing-edge boomers, leading-edge boomers spend a higher proportion of their income on non-discretionary items.

The elements of the marketing mix must match the ________.

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

Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.

Gamification refers to market segmentation using video gaming as a lifestyle.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

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Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

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