Question 1

Penturbia refers to:

Accepted Answer

A)  remote suburbs 
B)  large towns/cities that have decreased in population by 10% in one year 
C)  remote suburbs that have decreased in population by 10% in one year 
D)  clusters of suburbs encircling cities 
E)  None of the above is correct. 
A)  remote suburbs 
B)  large towns/cities that have decreased in population by 10% in one year 
C)  remote suburbs that have decreased in population by 10% in one year 
D)  clusters of suburbs encircling cities 
E)  None of the above is correct.

Question 2

_____ is segmentation based on consumer preference for specific product attributes or benefits, usage occasion, user status, rate of product usage, or loyalty.

Accepted Answer

A)  Demographic-based segmentation 
B)  Ethnographic-based segmentation 
C)  Psychographic-based segmentation 
D)  Geo-demographic based segmentation 
E)  None of the above is correct. 
A)  Demographic-based segmentation 
B)  Ethnographic-based segmentation 
C)  Psychographic-based segmentation 
D)  Geo-demographic based segmentation 
E)  None of the above is correct.

Question 3

_____ occurs when an organization chooses to aggregate the market and offer the same product or service and marketing mix to all consumers.

Accepted Answer

A)  Niche marketing 
B)  Mass marketing 
C)  Market consolidation 
D)  Micromarketing 
E)  Mass customization 
A)  Niche marketing 
B)  Mass marketing 
C)  Market consolidation 
D)  Micromarketing 
E)  Mass customization

Question 4

What marketing practice benefits the consumer and the marketer alike by encouraging the efficient use of marketing resources and information, thus improving society's standard of living?

Accepted Answer

A)  Segmentation 
B)  Word-of-mouth marketing 
C)  Branding 
D)  Advertising 
E)  Positioning 
A)  Segmentation 
B)  Word-of-mouth marketing 
C)  Branding 
D)  Advertising 
E)  Positioning

Question 5

Geo-demographic segmentation is sometimes called zip-code marketing.

Accepted Answer

A) True 
 B)False

Question 6

The fact that some people prefer mint flavored-toothpaste, while others prefer cinnamon-flavored is known as:

Accepted Answer

A)  psychographics 
B)  stereotyping 
C)  cannibalization 
D)  the majority fallacy 
E)  customer preference heterogeneity 
A)  psychographics 
B)  stereotyping 
C)  cannibalization 
D)  the majority fallacy 
E)  customer preference heterogeneity

Question 7

Mass customization is the targeting of large segments, or traditionally mass markets, with highly customized products.

Accepted Answer

A) True 
 B)False

Question 8

_____ is the tendency for a company to focus exclusively on large, average market segments and neglect small, less typical segments.

Accepted Answer

A)  Repositioning 
B)  False thinking 
C)  Market neglect 
D)  Majority fallacy 
E)  Market aggregation 
A)  Repositioning 
B)  False thinking 
C)  Market neglect 
D)  Majority fallacy 
E)  Market aggregation

Question 9

Which of the following about positioning is false?

Accepted Answer

A)  When product benefits are difficult to communicate, positioning on price may be a good choice. 
B)  Characters like the "Betty Crocker" help companies position by user. 
C)  All marketing activities influence positioning and vice versa. 
D)  Positioning on price is usually only used for luxury items. 
E)  One advantage of using price to position is that consumers often use price to gauge quality. 
A)  When product benefits are difficult to communicate, positioning on price may be a good choice. 
B)  Characters like the "Betty Crocker" help companies position by user. 
C)  All marketing activities influence positioning and vice versa. 
D)  Positioning on price is usually only used for luxury items. 
E)  One advantage of using price to position is that consumers often use price to gauge quality.

Question 10

Demographic based segmentation is the most popular segmentation base.

Accepted Answer

A) True 
 B)False

Question 11

Demographic segmentation involves segmenting on the basis of cultural differences among consumers living in different cities, states, regions, or countries.

Accepted Answer

A) True 
 B)False

Question 12

The slogan, "Subway is fresh!" is an example of positioning by core benefit.

Accepted Answer

A) True 
 B)False

Question 13

Geographic bases for segmenting consumer markets are based on a consumer's physical location.

Accepted Answer

A) True 
 B)False

Question 14

Abby is an education major in college. Abby eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher. Ideally, she would like to move back to her small-town home, where the rest of her family lives. She often goes home on the weekends because her strong Christian religion doesn't condone drinking and "partying." According to the VALS System segmentation model, to what segmentation group does Cindy most likely belong?

Accepted Answer

A)  Makers 
B)  Survivors 
C)  Believers 
D)  Experiencers 
E)  Striver 
A)  Makers 
B)  Survivors 
C)  Believers 
D)  Experiencers 
E)  Striver

Question 15

Dividing groups of products into subgroups of products is the best way to segment a market.

Accepted Answer

A) True 
 B)False

Question 16

The opposite of micromarketing is mass customization.

Accepted Answer

A) True 
 B)False

Question 17

Delta Airlines now offers a preferred seating section on many flights (usually the front part of the coach section of the airplane) to appeal to and reward members of its frequent flyer club. This is an application of product usage segmentation.

Accepted Answer

A) True 
 B)False

Question 18

In the United States, as well as world-wide, people no longer want to live in cities and are moving away from urban areas.

Accepted Answer

A) True 
 B)False

Question 19

The slogan, "Close-Up Toothpaste - Kissably Fresh Breath!" is an example of positioning by product user.

Accepted Answer

A) True 
 B)False

Question 20

Premium pricing, which is sometimes called prestige pricing, is pricing a brand at the top end of a product category's price range.

Accepted Answer

A) True 
 B)False

Penturbia refers to:

_____ is segmentation based on consumer preference for specific product attributes or benefits, usage occasion, user status, rate of product usage, or loyalty.

_____ occurs when an organization chooses to aggregate the market and offer the same product or service and marketing mix to all consumers.

What marketing practice benefits the consumer and the marketer alike by encouraging the efficient use of marketing resources and information, thus improving society's standard of living?

Geo-demographic segmentation is sometimes called zip-code marketing.

The fact that some people prefer mint flavored-toothpaste, while others prefer cinnamon-flavored is known as:

Mass customization is the targeting of large segments, or traditionally mass markets, with highly customized products.

_____ is the tendency for a company to focus exclusively on large, average market segments and neglect small, less typical segments.

Which of the following about positioning is false?

Demographic based segmentation is the most popular segmentation base.

Demographic segmentation involves segmenting on the basis of cultural differences among consumers living in different cities, states, regions, or countries.

The slogan, "Subway is fresh!" is an example of positioning by core benefit.

Geographic bases for segmenting consumer markets are based on a consumer's physical location.

Dividing groups of products into subgroups of products is the best way to segment a market.

The opposite of micromarketing is mass customization.

Delta Airlines now offers a preferred seating section on many flights (usually the front part of the coach section of the airplane) to appeal to and reward members of its frequent flyer club. This is an application of product usage segmentation.

In the United States, as well as world-wide, people no longer want to live in cities and are moving away from urban areas.

The slogan, "Close-Up Toothpaste - Kissably Fresh Breath!" is an example of positioning by product user.

Premium pricing, which is sometimes called prestige pricing, is pricing a brand at the top end of a product category's price range.

The Study of Consumer Behavior

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 2: Consumer Segmentation and Positioning

Penturbia refers to:

_____ is segmentation based on consumer preference for specific product attributes or benefits, usage occasion, user status, rate of product usage, or loyalty.

_____ occurs when an organization chooses to aggregate the market and offer the same product or service and marketing mix to all consumers.

What marketing practice benefits the consumer and the marketer alike by encouraging the efficient use of marketing resources and information, thus improving society's standard of living?

Geo-demographic segmentation is sometimes called zip-code marketing.

The fact that some people prefer mint flavored-toothpaste, while others prefer cinnamon-flavored is known as:

Mass customization is the targeting of large segments, or traditionally mass markets, with highly customized products.

_____ is the tendency for a company to focus exclusively on large, average market segments and neglect small, less typical segments.

Which of the following about positioning is false?

Demographic based segmentation is the most popular segmentation base.

Demographic segmentation involves segmenting on the basis of cultural differences among consumers living in different cities, states, regions, or countries.

The slogan, "Subway is fresh!" is an example of positioning by core benefit.

Geographic bases for segmenting consumer markets are based on a consumer's physical location.

Dividing groups of products into subgroups of products is the best way to segment a market.

The opposite of micromarketing is mass customization.

Delta Airlines now offers a preferred seating section on many flights (usually the front part of the coach section of the airplane) to appeal to and reward members of its frequent flyer club. This is an application of product usage segmentation.

In the United States, as well as world-wide, people no longer want to live in cities and are moving away from urban areas.

The slogan, "Close-Up Toothpaste - Kissably Fresh Breath!" is an example of positioning by product user.

Premium pricing, which is sometimes called prestige pricing, is pricing a brand at the top end of a product category's price range.

The Study of Consumer Behavior

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters