Question 1

How do marketers use the assumption that "birds of a feather flock together"?

Accepted Answer

Marketers have developed geodemography-a

Question 2

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

Accepted Answer

A)  set the marketing communications budget 
B)  identify segmentation variables 
C)  analyze competitors' positions in the marketplace 
D)  describe a product with a competitive advantage 
E)  create target markets 
A)  set the marketing communications budget 
B)  identify segmentation variables 
C)  analyze competitors' positions in the marketplace 
D)  describe a product with a competitive advantage 
E)  create target markets

Question 3

The group of American consumers born between 1965 and 1978 are called ________.

Accepted Answer

A)  Baby boomers 
B)  Echo boomers 
C)  Generation X 
D)  Generation Y 
E)  Generation Z 
A)  Baby boomers 
B)  Echo boomers 
C)  Generation X 
D)  Generation Y 
E)  Generation Z

Question 4

According to the long tail approach to selling, ________.

Accepted Answer

A)  the Internet provides reduced opportunities for segmenting markets 
B)  companies can make the most money by focusing on the "bottom-of-pyramid" market 
C)  companies should focus on the 20 percent of customers who purchase the greatest volume of their product 
D)  companies should focus on the 80 percent of customers who purchase the greatest volume of their product 
E)  companies can make money by selling small amounts of items that only a few people want 
A)  the Internet provides reduced opportunities for segmenting markets 
B)  companies can make the most money by focusing on the "bottom-of-pyramid" market 
C)  companies should focus on the 20 percent of customers who purchase the greatest volume of their product 
D)  companies should focus on the 80 percent of customers who purchase the greatest volume of their product 
E)  companies can make money by selling small amounts of items that only a few people want

Question 5

The group of American consumers born after 1994 is often called ________.

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 6

People who are regular visitors to SyFy.com (a website maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a website maintained by the producers of BHG-TV and the publishers of a women's magazine) belong to different ________ segments.

Accepted Answer

A)  demographic 
B)  ethnographic 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic 
A)  demographic 
B)  ethnographic 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic

Question 7

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 8

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?

Accepted Answer

A)  segment size 
B)  segment growth 
C)  segment reachability 
D)  company culture 
E)  company resources 
A)  segment size 
B)  segment growth 
C)  segment reachability 
D)  company culture 
E)  company resources

Question 9

________ are the largest minority group in the United States.

Accepted Answer

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

Question 10

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

Accepted Answer

A)  Demographic 
B)  Behavioral 
C)  Geodemographic 
D)  Socioeconomic 
E)  Psychographic 
A)  Demographic 
B)  Behavioral 
C)  Geodemographic 
D)  Socioeconomic 
E)  Psychographic

Question 11

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Accepted Answer

A) True 
 B)False

Question 12

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day. The park also sells seasonal passes that can only be used on weekdays. What market segmentation is being implemented by the amusement park?

Accepted Answer

The amusement park is using be

Question 13

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 14

How do marketing organizations benefit from cultural diversity?

Accepted Answer

Marketing organizations that hire people

Question 15

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Accepted Answer

A) True 
 B)False

Question 16

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Accepted Answer

A product's position is the way the prod

Question 17

Which of the listed choices is NOT a positioning task?

Accepted Answer

A)  identifying a set of possible competitive advantages 
B)  surveying frequent users of the product 
C)  analyzing competitors' positions 
D)  finalizing the marketing mix 
E)  evaluating responses to the marketing mix 
A)  identifying a set of possible competitive advantages 
B)  surveying frequent users of the product 
C)  analyzing competitors' positions 
D)  finalizing the marketing mix 
E)  evaluating responses to the marketing mix

Question 18

The 80/20 rule is most directly related to ________ segmentation.

Accepted Answer

A)  demographic 
B)  behavioral 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic 
A)  demographic 
B)  behavioral 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic

Question 19

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

Accepted Answer

Using mass customization, a company modi

Question 20

________ variables segment markets in terms of shared activities, interests, and opinions.

Accepted Answer

A)  Demographic 
B)  Ethnographic 
C)  Geodemographic 
D)  Socioeconomic 
E)  Psychographic 
A)  Demographic 
B)  Ethnographic 
C)  Geodemographic 
D)  Socioeconomic 
E)  Psychographic

How do marketers use the assumption that "birds of a feather flock together"?

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

The group of American consumers born between 1965 and 1978 are called ________.

According to the long tail approach to selling, ________.

The group of American consumers born after 1994 is often called ________.

People who are regular visitors to SyFy.com (a website maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a website maintained by the producers of BHG-TV and the publishers of a women's magazine) belong to different ________ segments.

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

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?

________ are the largest minority group in the United States.

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day. The park also sells seasonal passes that can only be used on weekdays. What market segmentation is being implemented by the amusement park?

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

How do marketing organizations benefit from cultural diversity?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Which of the listed choices is NOT a positioning task?

The 80/20 rule is most directly related to ________ segmentation.

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

________ variables segment markets in terms of shared activities, interests, and opinions.

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

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Exam 7: Segmentation, Target Marketing, and Positioning

How do marketers use the assumption that "birds of a feather flock together"?

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

The group of American consumers born between 1965 and 1978 are called ________.

According to the long tail approach to selling, ________.

The group of American consumers born after 1994 is often called ________.

People who are regular visitors to SyFy.com (a website maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a website maintained by the producers of BHG-TV and the publishers of a women's magazine) belong to different ________ segments.

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

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?

________ are the largest minority group in the United States.

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day. The park also sells seasonal passes that can only be used on weekdays. What market segmentation is being implemented by the amusement park?

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

How do marketing organizations benefit from cultural diversity?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Which of the listed choices is NOT a positioning task?

The 80/20 rule is most directly related to ________ segmentation.

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

________ variables segment markets in terms of shared activities, interests, and opinions.

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