Question 1

Which market segment criteria refers to the fact that segments must be large enough for the firm to make a profit by serving them?

Accepted Answer

A) accessible 
B) substantial 
C) measurable 
D) differentiable 
E) actionable 
A) accessible 
B) substantial 
C) measurable 
D) differentiable 
E) actionable

Question 2

When the similarity in needs and wants exists only within one country, a _________ segmentation strategy will be used.

Accepted Answer

The answer of When the similarity in needs and wants...

Question 3

An undifferentiated targeting strategy, is a mass-marketing approach.

Accepted Answer

A) True 
 B)False

Question 4

A company that sells hamburgers across the country sells green chile burgers in New Mexico, and chorizo sausage burgers in New Orleans. This is an example of a(n)_________ targeting strategy.

Accepted Answer

The answer of A company that sells hamburgers across the...

Question 5

Free-standing areas with a core urban population of at least 50,000 are what the U.S. Census Bureau calls

Accepted Answer

A) major cities. 
B) urban numerical areas. 
C) metropolitan statistical areas. 
D) metropolitan districts. 
E) urban statistical areas. 
A) major cities. 
B) urban numerical areas. 
C) metropolitan statistical areas. 
D) metropolitan districts. 
E) urban statistical areas.

Question 6

Urban Fashions found that customers who live and work in big urban cities are more likely to buy its portfolio style backpack than consumers who live and work in the suburbs. Based on this information, the company spends more of its marketing budget advertising on city buses and in urban-related magazines since these outlets will be seen by customers living and working in the city. This exemplifies how market segmentation

Accepted Answer

A) helps firms decide how to allocate their marketing resources in a way that maximizes profit. 
B) results in the creation of a single market that can be reached with a single marketing strategy. 
C) results in identifying the relatively heterogenous groups of consumers to which a firm can market its products. 
D) helps firms define the needs and wants of the customers who are most interested in buying the firm's products. 
E) results in a one-size-fits-all marketing strategy. 
A) helps firms decide how to allocate their marketing resources in a way that maximizes profit. 
B) results in the creation of a single market that can be reached with a single marketing strategy. 
C) results in identifying the relatively heterogenous groups of consumers to which a firm can market its products. 
D) helps firms define the needs and wants of the customers who are most interested in buying the firm's products. 
E) results in a one-size-fits-all marketing strategy.

Question 7

Firms that market the same product to multiple regions with different preferences may need to tweak the product to ensure that it meets a need unique to each segment. This represents what type of targeting strategy?

Accepted Answer

A) a geographic targeting strategy 
B) a concentrated targeting strategy 
C) a differentiated marketing strategy 
D) a niche marketing strategy 
E) an undifferentiated targeting strategy 
A) a geographic targeting strategy 
B) a concentrated targeting strategy 
C) a differentiated marketing strategy 
D) a niche marketing strategy 
E) an undifferentiated targeting strategy

Question 8

Compare the following marketing tactics and select the company whose tactic raises an ethical concern.

Accepted Answer

A) Juicy Couture targeting tweens with sexualized clothing 
B) Anheuser-Busch targeting its beer product line to sporting fans 
C) Home Depot giving discounts to military personnel 
D) JCPenney targeting big and tall men with a specific clothing line 
E) WhatsApp targeting older Americans as a way to connect with their grandchildren 
A) Juicy Couture targeting tweens with sexualized clothing 
B) Anheuser-Busch targeting its beer product line to sporting fans 
C) Home Depot giving discounts to military personnel 
D) JCPenney targeting big and tall men with a specific clothing line 
E) WhatsApp targeting older Americans as a way to connect with their grandchildren

Question 9

Segmenting by geography allows marketers to capitalize on convenience to the customer.

Accepted Answer

A) True 
 B)False

Question 10

According to your text, what tool provides an excellent framework to determine if a firm will be successful targeting a specific segment?

Accepted Answer

A) a perceptual map 
B) a positioning map 
C) a SWOT analysis 
D) a segmentation analysis 
E) Maslow's hierarchy of needs 
A) a perceptual map 
B) a positioning map 
C) a SWOT analysis 
D) a segmentation analysis 
E) Maslow's hierarchy of needs

Question 11

The activities a firm undertakes to create a certain perception of its product in the eyes of the target market is referred to as

Accepted Answer

A) categorizing. 
B) conceptualizing. 
C) segmenting. 
D) targeting. 
E) positioning. 
A) categorizing. 
B) conceptualizing. 
C) segmenting. 
D) targeting. 
E) positioning.

Question 12

Norah has opened up a new sports bar in the heart of a big city. She has noticed that large segments of her customer base tend to be either adult males between the ages of 18-34 who are avid sports fans or working professionals from the local business district looking for a place to unwind after work. Norah now has to determine which of these two segments will provide her with the best opportunities. This process is known as

Accepted Answer

A) positioning. 
B) repositioning. 
C) segmenting. 
D) targeting. 
E) marketing. 
A) positioning. 
B) repositioning. 
C) segmenting. 
D) targeting. 
E) marketing.

Question 13

_________ segmentation is used when the firm can identify a group of consumers with common needs and wants that spans the entire globe.

Accepted Answer

The answer of _________ segmentation is used when the firm...

Question 14

Behavioral segmentation is often the most difficult of the four segmentation bases to use.

Accepted Answer

A) True 
 B)False

Question 15

Why is behavior segmentation particularly beneficial in B₂B marketing?

Accepted Answer

Behavioral segmentation might be the mos

Question 16

Demographic segmentation divides markets by

Accepted Answer

A) geographic location. 
B) characteristics such as age, gender, and income. 
C) characteristics such as loyalty and price sensitivity. 
D) consumer attitudes. 
E) psychological traits. 
A) geographic location. 
B) characteristics such as age, gender, and income. 
C) characteristics such as loyalty and price sensitivity. 
D) consumer attitudes. 
E) psychological traits.

Question 17

Firms typically segment international markets using three general bases: global, regional, and

Accepted Answer

A) unique. 
B) economic. 
C) political. 
D) national. 
E) cultural. 
A) unique. 
B) economic. 
C) political. 
D) national. 
E) cultural.

Question 18

What is an important component in determining psychographic characteristics?
A)benefits sought
B)use-situation factors
C)age
D)lifestyles
E)use-related factors

Accepted Answer

The answer of What is an important component in determining...

Question 19

As a marketing activity, positioning assumes that consumers

Accepted Answer

A) are innovators and will always want the latest and most innovative products. 
B) will make up their own minds about a product, regardless of how it is marketed. 
C) will compare goods and services on the basis of benefits. 
D) will always want to pay the lowest price possible for a product. 
E) are followers and will only buy products that appeal to their friends as well. 
A) are innovators and will always want the latest and most innovative products. 
B) will make up their own minds about a product, regardless of how it is marketed. 
C) will compare goods and services on the basis of benefits. 
D) will always want to pay the lowest price possible for a product. 
E) are followers and will only buy products that appeal to their friends as well.

Question 20

The 80/20 rule is a theory that suggests that

Accepted Answer

A) 20 percent of the total demand for products comes from 80 percent of the target market. 
B) 80 percent of a firm's profits is generated from 20 percent of its product line. 
C) 80 percent of a firm's products are marketed to only 20 percent of the population. 
D) 20 percent of heavy users account for 80 percent of the total demand. 
E) 20 percent of a firm's products are never marketed to 80 percent of consumers. 
A) 20 percent of the total demand for products comes from 80 percent of the target market. 
B) 80 percent of a firm's profits is generated from 20 percent of its product line. 
C) 80 percent of a firm's products are marketed to only 20 percent of the population. 
D) 20 percent of heavy users account for 80 percent of the total demand. 
E) 20 percent of a firm's products are never marketed to 80 percent of consumers.

Which market segment criteria refers to the fact that segments must be large enough for the firm to make a profit by serving them?

When the similarity in needs and wants exists only within one country, a _________ segmentation strategy will be used.

An undifferentiated targeting strategy, is a mass-marketing approach.

A company that sells hamburgers across the country sells green chile burgers in New Mexico, and chorizo sausage burgers in New Orleans. This is an example of a(n)_________ targeting strategy.

Free-standing areas with a core urban population of at least 50,000 are what the U.S. Census Bureau calls

Firms that market the same product to multiple regions with different preferences may need to tweak the product to ensure that it meets a need unique to each segment. This represents what type of targeting strategy?

Compare the following marketing tactics and select the company whose tactic raises an ethical concern.

Segmenting by geography allows marketers to capitalize on convenience to the customer.

According to your text, what tool provides an excellent framework to determine if a firm will be successful targeting a specific segment?

The activities a firm undertakes to create a certain perception of its product in the eyes of the target market is referred to as

_________ segmentation is used when the firm can identify a group of consumers with common needs and wants that spans the entire globe.

Behavioral segmentation is often the most difficult of the four segmentation bases to use.

Why is behavior segmentation particularly beneficial in B₂B marketing?

Demographic segmentation divides markets by

Firms typically segment international markets using three general bases: global, regional, and

What is an important component in determining psychographic characteristics? A)benefits sought B)use-situation factors C)age D)lifestyles E)use-related factors

As a marketing activity, positioning assumes that consumers

The 80/20 rule is a theory that suggests that

Why Marketing Matters to You

Strategic Planning

The Global Environment

Consumer Behavior

Marketing Research

Product Development

Promotional Strategies

Personal Selling

Supply Chain and Logistics Management

Pricing

Retailing

Digital and Social Media Marketing

Branding

Customer Relationship Management

Social Responsibility and Sustainability

Filters

Exam 7: Segmentation, Targeting, and Positioning

Which market segment criteria refers to the fact that segments must be large enough for the firm to make a profit by serving them?

When the similarity in needs and wants exists only within one country, a _________ segmentation strategy will be used.

An undifferentiated targeting strategy, is a mass-marketing approach.

A company that sells hamburgers across the country sells green chile burgers in New Mexico, and chorizo sausage burgers in New Orleans. This is an example of a(n)_________ targeting strategy.

Free-standing areas with a core urban population of at least 50,000 are what the U.S. Census Bureau calls

Firms that market the same product to multiple regions with different preferences may need to tweak the product to ensure that it meets a need unique to each segment. This represents what type of targeting strategy?

Compare the following marketing tactics and select the company whose tactic raises an ethical concern.

Segmenting by geography allows marketers to capitalize on convenience to the customer.

According to your text, what tool provides an excellent framework to determine if a firm will be successful targeting a specific segment?

The activities a firm undertakes to create a certain perception of its product in the eyes of the target market is referred to as

_________ segmentation is used when the firm can identify a group of consumers with common needs and wants that spans the entire globe.

Behavioral segmentation is often the most difficult of the four segmentation bases to use.

Why is behavior segmentation particularly beneficial in B₂B marketing?

Demographic segmentation divides markets by

Firms typically segment international markets using three general bases: global, regional, and

What is an important component in determining psychographic characteristics? A)benefits sought B)use-situation factors C)age D)lifestyles E)use-related factors

As a marketing activity, positioning assumes that consumers

The 80/20 rule is a theory that suggests that

Why Marketing Matters to You

Strategic Planning

The Global Environment

Consumer Behavior

Marketing Research

Product Development

Promotional Strategies

Personal Selling

Supply Chain and Logistics Management

Pricing

Retailing

Digital and Social Media Marketing

Branding

Customer Relationship Management

Social Responsibility and Sustainability

Filters