Question 1

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Accepted Answer

XYZ Computers will have an opp

Question 2

Age and gender are examples of demographic segmentation variables.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following would LEAST likely be included in a product's positioning statement?

Accepted Answer

A)  the product's strongest competitors 
B)  the segment(s) to which the product is targeted 
C)  the product's most important differentiator 
D)  evidence supporting the most important claim made about the product 
E)  the specific value of the product 
A)  the product's strongest competitors 
B)  the segment(s) to which the product is targeted 
C)  the product's most important differentiator 
D)  evidence supporting the most important claim made about the product 
E)  the specific value of the product

Question 4

Once a brand's position is established, marketers rarely attempt to change it.

Accepted Answer

A) True 
 B)False

Question 5

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 and why?

Accepted Answer

Students' answers will vary. Many studen

Question 6

How has the education and income gap between husbands and wives changed?

Accepted Answer

A growing number of women earn more mone

Question 7

Which of the following statements about the steps in the target marketing process is true?

Accepted Answer

A)  The first step in the target marketing process is setting marketing objectives. 
B)  There are four steps in the target marketing process. 
C)  The second step in the target marketing process is the identification of all segmentation variables. 
D)  The final step in the target marketing process is positioning. 
E)  The target marketing process is not related to positioning. 
A)  The first step in the target marketing process is setting marketing objectives. 
B)  There are four steps in the target marketing process. 
C)  The second step in the target marketing process is the identification of all segmentation variables. 
D)  The final step in the target marketing process is positioning. 
E)  The target marketing process is not related to positioning.

Question 8

Which of the following groups are referred to as digital natives?

Accepted Answer

A)  Millennials 
B)  Generation Y 
C)  Generation X 
D)  busters 
E)  Generation Z 
A)  Millennials 
B)  Generation Y 
C)  Generation X 
D)  busters 
E)  Generation Z

Question 9

A retro brand is a brand that has been successfully repositioned after experiencing a steep decline in market responses.

Accepted Answer

A) True 
 B)False

Question 10

Because family needs and expenditures change over time, marketers may segment consumers by ________.

Accepted Answer

A)  age 
B)  generation 
C)  family life cycle stage 
D)  social class 
E)  psychographics 
A)  age 
B)  generation 
C)  family life cycle stage 
D)  social class 
E)  psychographics

Question 11

Identify three forms of competitive advantage a product could offer.

Accepted Answer

Marketers could choose to focu

Question 12

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Accepted Answer

A)  fragmented 
B)  homogeneous 
C)  custom marketing 
D)  mass customization 
E)  concentrated targeting 
A)  fragmented 
B)  homogeneous 
C)  custom marketing 
D)  mass customization 
E)  concentrated targeting

Question 13

A soup company found its canned nacho cheese sauce was too spicy for Americans in the East and not spicy enough for those in the West and the Southwest. As a result, the company's plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants. The company is using ________ segmentation.

Accepted Answer

A)  geographic 
B)  life cycle 
C)  psychographic 
D)  lifestyle 
E)  usage 
A)  geographic 
B)  life cycle 
C)  psychographic 
D)  lifestyle 
E)  usage

Question 14

What are the steps, in order, of the target marketing process?

Accepted Answer

A)  segmentation, positioning, and targeting 
B)  segmentation, targeting, and positioning 
C)  targeting, segmentation, and positioning 
D)  targeting, positioning, and segmentation 
E)  positioning, segmentation, and targeting 
A)  segmentation, positioning, and targeting 
B)  segmentation, targeting, and positioning 
C)  targeting, segmentation, and positioning 
D)  targeting, positioning, and segmentation 
E)  positioning, segmentation, and targeting

Question 15

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

Accepted Answer

Generation Y, also known as Millennials

Question 16

Which of the following is a segmentation technique that combines geography with demographic information such as income, age, race, and household composition?

Accepted Answer

A)  geocoding 
B)  geodemography 
C)  geodiversity 
D)  geotargeting 
E)  psychographics 
A)  geocoding 
B)  geodemography 
C)  geodiversity 
D)  geotargeting 
E)  psychographics

Question 17

Marketers using a gamification strategy often use points or badges to reward and encourage desired consumer behavior.

Accepted Answer

A) True 
 B)False

Question 18

Baby boomers ________.

Accepted Answer

A)  were born between 1965 and 1978 
B)  are currently in their 30s and 40s 
C)  are important to marketers because of the size and wealth of the segment 
D)  are 75 or older 
E)  are the parents of Generation X, not Generation Y 
A)  were born between 1965 and 1978 
B)  are currently in their 30s and 40s 
C)  are important to marketers because of the size and wealth of the segment 
D)  are 75 or older 
E)  are the parents of Generation X, not Generation Y

Question 19

Marketers often use generational marketing because members of a generation tend to share the same ________.

Accepted Answer

A)  lifestyle 
B)  income and social class 
C)  outlook and priorities 
D)  psychographics and usage patterns 
E)  geodemographics 
A)  lifestyle 
B)  income and social class 
C)  outlook and priorities 
D)  psychographics and usage patterns 
E)  geodemographics

Question 20

The number of Americans aged 65 or older has decreased in recent years.

Accepted Answer

A) True 
 B)False

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Age and gender are examples of demographic segmentation variables.

Which of the following would LEAST likely be included in a product's positioning statement?

Once a brand's position is established, marketers rarely attempt to change it.

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 and why?

How has the education and income gap between husbands and wives changed?

Which of the following statements about the steps in the target marketing process is true?

Which of the following groups are referred to as digital natives?

A retro brand is a brand that has been successfully repositioned after experiencing a steep decline in market responses.

Because family needs and expenditures change over time, marketers may segment consumers by ________.

Identify three forms of competitive advantage a product could offer.

When a firm offers one or more products to a single segment, it is using a ________ strategy.

What are the steps, in order, of the target marketing process?

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

Which of the following is a segmentation technique that combines geography with demographic information such as income, age, race, and household composition?

Marketers using a gamification strategy often use points or badges to reward and encourage desired consumer behavior.

Baby boomers ________.

Marketers often use generational marketing because members of a generation tend to share the same ________.

The number of Americans aged 65 or older has decreased in recent years.

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

Deliver the Goods: Determine the Distribution Strategy

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

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters

Exam 7: Segmentation, Target Marketing, and Positioning

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Age and gender are examples of demographic segmentation variables.

Which of the following would LEAST likely be included in a product's positioning statement?

Once a brand's position is established, marketers rarely attempt to change it.

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 and why?

How has the education and income gap between husbands and wives changed?

Which of the following statements about the steps in the target marketing process is true?

Which of the following groups are referred to as digital natives?

A retro brand is a brand that has been successfully repositioned after experiencing a steep decline in market responses.

Because family needs and expenditures change over time, marketers may segment consumers by ________.

Identify three forms of competitive advantage a product could offer.

When a firm offers one or more products to a single segment, it is using a ________ strategy.

What are the steps, in order, of the target marketing process?

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

Which of the following is a segmentation technique that combines geography with demographic information such as income, age, race, and household composition?

Marketers using a gamification strategy often use points or badges to reward and encourage desired consumer behavior.

Baby boomers ________.

Marketers often use generational marketing because members of a generation tend to share the same ________.

The number of Americans aged 65 or older has decreased in recent years.

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

Deliver the Goods: Determine the Distribution Strategy

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

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters