Question 1

Generation Xers account for half of all spending in the United States.

Accepted Answer

A) True 
 B)False

Question 2

Johnson Publishing Company,the world's largest African American-owned publishing company and home of Ebony magazine,has forged an alliance with Dan River,Inc. ,to create luxury bed and bath products for the newly developed Ebony Home brand.This brand will use the strong relationship the publisher has with the African American market to sell the brand.What form of demographic segmentation will be used to market the Ebony Home brand?

Accepted Answer

A)  Geographic 
B)  Income 
C)  Ethnic 
D)  Benefit 
E)  Lifestyle 
A)  Geographic 
B)  Income 
C)  Ethnic 
D)  Benefit 
E)  Lifestyle

Question 3

Zatarains offers packaged spice mixes for jambalaya,gumbo,and red beans and rice.Consumers can buy the product in the store,so Zatarains sells individual household-size packages to resellers.It also sells institutional-size packages to military bases,schools,restaurants,and other large organizations.The marketers of Zatarains would most likely segment the business market according to:

Accepted Answer

A)  company characteristics 
B)  the buying process 
C)  financial terms 
D)  customer relationship objectives 
E)  length of distribution channel 
A)  company characteristics 
B)  the buying process 
C)  financial terms 
D)  customer relationship objectives 
E)  length of distribution channel

Question 4

A market segment is deemed to have substantiality if it contains a large number of potential customers.

Accepted Answer

A) True 
 B)False

Question 5

The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never utilized mass transit, (2)people who utilized mass transit in the past but not now, (3)people who utilized mass transit occasionally,and (4)people who utilized mass transit regularly.These groups have significantly different perceptions about transportation alternatives.This is an example of _____ segmentation.

Accepted Answer

A)  demographic 
B)  benefit 
C)  aggregate 
D)  economic 
E)  usage-rate 
A)  demographic 
B)  benefit 
C)  aggregate 
D)  economic 
E)  usage-rate

Question 6

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

Accepted Answer

A)  Undifferentiated 
B)  Concentrated 
C)  Niche 
D)  Uniform 
E)  Multisegmented 
A)  Undifferentiated 
B)  Concentrated 
C)  Niche 
D)  Uniform 
E)  Multisegmented

Question 7

All of the following are bases for psychographic segmentation EXCEPT:

Accepted Answer

A)  benefits 
B)  personality 
C)  motives 
D)  lifestyles 
E)  geodemographics 
A)  benefits 
B)  personality 
C)  motives 
D)  lifestyles 
E)  geodemographics

Question 8

The purpose of market segmentation is to:

Accepted Answer

A)  reduce the market down to a specific size that the firm can handle 
B)  divide the market into equal size and profit regions for sales territories 
C)  group a large number of markets together enabling a company to serve them simultaneously 
D)  develop a generalized definition of the market as a whole 
E)  enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups 
A)  reduce the market down to a specific size that the firm can handle 
B)  divide the market into equal size and profit regions for sales territories 
C)  group a large number of markets together enabling a company to serve them simultaneously 
D)  develop a generalized definition of the market as a whole 
E)  enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

Question 9

A segmentation plan must produce segments that are accessible-that is,the firm must be able to reach members of targeted segments with customized marketing mixes.

Accepted Answer

A) True 
 B)False

Question 10

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

Accepted Answer

A)  Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets. 
B)  A regional approach gives marketing managers control over the competitive environment. 
C)  Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. 
D)  Many packaged goods manufacturers are introducing new regional brands intended to appeal to local preferences. 
E)  A more regional approach allows companies to react more quickly to competition. 
A)  Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets. 
B)  A regional approach gives marketing managers control over the competitive environment. 
C)  Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. 
D)  Many packaged goods manufacturers are introducing new regional brands intended to appeal to local preferences. 
E)  A more regional approach allows companies to react more quickly to competition.

Question 11

The closer together two brands are on a perceptual map the:

Accepted Answer

A)  less perceptually alike they are 
B)  closer their prices are 
C)  more objectively alike they are 
D)  more likely an undifferentiated marketing strategy is in effect 
E)  more similarly perceived by consumers they are 
A)  less perceptually alike they are 
B)  closer their prices are 
C)  more objectively alike they are 
D)  more likely an undifferentiated marketing strategy is in effect 
E)  more similarly perceived by consumers they are

Question 12

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

Accepted Answer

UNDIFFERENTIATED TARGETING STRATEGY.This

Question 13

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Accepted Answer

Geographic segmentation refers to segmen

Question 14

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,Primos has implemented a(n)_____ strategy.

Accepted Answer

A)  multisegment 
B)  product differentiation 
C)  undifferentiated marketing 
D)  target market 
E)  repositioning 
A)  multisegment 
B)  product differentiation 
C)  undifferentiated marketing 
D)  target market 
E)  repositioning

Question 15

Which of the following statements about the tween market is TRUE?

Accepted Answer

A)  Tweens represent half of all spending in the United States. 
B)  Tweens are technologically savvy and are very social consumers. 
C)  Tweens typically have very little influence over major family purchase decisions. 
D)  Tweens spend a considerable amount of money on health-related purchases. 
E)  All of the above are true. 
A)  Tweens represent half of all spending in the United States. 
B)  Tweens are technologically savvy and are very social consumers. 
C)  Tweens typically have very little influence over major family purchase decisions. 
D)  Tweens spend a considerable amount of money on health-related purchases. 
E)  All of the above are true.

Question 16

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service.The resort is practicing:

Accepted Answer

A)  firewall marketing 
B)  one-to-one marketing 
C)  an application of the 80/20 rule 
D)  transactional marketing 
E)  marketing through technology 
A)  firewall marketing 
B)  one-to-one marketing 
C)  an application of the 80/20 rule 
D)  transactional marketing 
E)  marketing through technology

Question 17

_____ segmentation is based on personality,motives,and lifestyle.

Accepted Answer

A)  Psychographic 
B)  Demographic 
C)  Benefit 
D)  Family life cycle 
E)  Character 
A)  Psychographic 
B)  Demographic 
C)  Benefit 
D)  Family life cycle 
E)  Character

Question 18

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

Accepted Answer

A)  concentration of resources 
B)  can better meet the needs of a narrowly defined segment 
C)  allows some small firms to better compete with larger firms 
D)  strong positioning 
E)  high cannibalization 
A)  concentration of resources 
B)  can better meet the needs of a narrowly defined segment 
C)  allows some small firms to better compete with larger firms 
D)  strong positioning 
E)  high cannibalization

Question 19

Research has shown that most Hispanic Americans are insulted when retailers attempt to serve them in Spanish.Hispanic Americans overwhelmingly prefer to conduct business in English-even if they are bilingual-in order to demonstrate that they are "true Americans."

Accepted Answer

A) True 
 B)False

Question 20

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools.This program,called the Box Tops for Education Program,is a means of changing light users into heavier users.In other words,it is a form of _____ segmentation.

Accepted Answer

A)  lifestyle 
B)  motive 
C)  usage-rate 
D)  demographic 
E)  personality 
A)  lifestyle 
B)  motive 
C)  usage-rate 
D)  demographic 
E)  personality

Generation Xers account for half of all spending in the United States.

A market segment is deemed to have substantiality if it contains a large number of potential customers.

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

All of the following are bases for psychographic segmentation EXCEPT:

The purpose of market segmentation is to:

A segmentation plan must produce segments that are accessible-that is,the firm must be able to reach members of targeted segments with customized marketing mixes.

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

The closer together two brands are on a perceptual map the:

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Which of the following statements about the tween market is TRUE?

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service.The resort is practicing:

_____ segmentation is based on personality,motives,and lifestyle.

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

Research has shown that most Hispanic Americans are insulted when retailers attempt to serve them in Spanish.Hispanic Americans overwhelmingly prefer to conduct business in English-even if they are bilingual-in order to demonstrate that they are "true Americans."

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 8: Segmenting and Targeting Markets

Generation Xers account for half of all spending in the United States.

A market segment is deemed to have substantiality if it contains a large number of potential customers.

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

All of the following are bases for psychographic segmentation EXCEPT:

The purpose of market segmentation is to:

A segmentation plan must produce segments that are accessible-that is,the firm must be able to reach members of targeted segments with customized marketing mixes.

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

The closer together two brands are on a perceptual map the:

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Which of the following statements about the tween market is TRUE?

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service.The resort is practicing:

_____ segmentation is based on personality,motives,and lifestyle.

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

Research has shown that most Hispanic Americans are insulted when retailers attempt to serve them in Spanish.Hispanic Americans overwhelmingly prefer to conduct business in English-even if they are bilingual-in order to demonstrate that they are "true Americans."

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters