Question 1

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Accepted Answer

A)  "A bird in the hand is worth two in the bush." 
B)  "Every action has an opposite and equal reaction." 
C)  "A rifle is more exact than a shotgun." 
D)  "Don't put all of your eggs in one basket." 
E)  "Birds of a feather flock together." 
A)  "A bird in the hand is worth two in the bush." 
B)  "Every action has an opposite and equal reaction." 
C)  "A rifle is more exact than a shotgun." 
D)  "Don't put all of your eggs in one basket." 
E)  "Birds of a feather flock together."

Question 2

For years,fryer chickens sold in grocery stores were perceived to be a rather generic product--one brand of chicken was much like another.Then Frank Perdue began an advertising campaign to tell consumers his brand of chicken was more tender and a better choice.Perdue brought _____ to the marketing of fryer chickens.

Accepted Answer

A)  perceptual mapping 
B)  product differentiation 
C)  psychographic targeting 
D)  market innovation 
E)  cannibalization 
A)  perceptual mapping 
B)  product differentiation 
C)  psychographic targeting 
D)  market innovation 
E)  cannibalization

Question 3

Which of the following is NOT an advantage of an undifferentiated marketing strategy?

Accepted Answer

A)  effectively protects firm from competition 
B)  very cost effective 
C)  low complexity 
D)  reaches anyone 
E)  All of the above are advantages. 
A)  effectively protects firm from competition 
B)  very cost effective 
C)  low complexity 
D)  reaches anyone 
E)  All of the above are advantages.

Question 4

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

Accepted Answer

A)  all parents 
B)  expectant moms 
C)  recently married couples 
D)  parents of toddlers 
E)  collectors of unusual art 
A)  all parents 
B)  expectant moms 
C)  recently married couples 
D)  parents of toddlers 
E)  collectors of unusual art

Question 5

Although most buyers of Honda cars are in the 40 to 60 age range,the advertising for the vehicles portrays youthful activities and targets a youth mindset.Honda's marketers are attempting to influence the _____ of Honda vehicles in consumers' minds.

Accepted Answer

A)  status 
B)  frame 
C)  position 
D)  role 
E)  equity 
A)  status 
B)  frame 
C)  position 
D)  role 
E)  equity

Question 6

Which of the following statements about the Hispanic-American market is TRUE?

Accepted Answer

A)  Hispanic-Americans spend less on packaged goods than any other demographic segment. 
B)  Hispanic Americans rarely purchase products and services advertised on television. 
C)  By 2013,Hispanic-Americans will constitute the second-largest ethnic market in the U.S. 
D)  The Hispanic segment is less likely to carry credit card debt than the general U.S.population. 
E)  Hispanic-Americans make more online purchases than any other ethnic group in the U.S. 
A)  Hispanic-Americans spend less on packaged goods than any other demographic segment. 
B)  Hispanic Americans rarely purchase products and services advertised on television. 
C)  By 2013,Hispanic-Americans will constitute the second-largest ethnic market in the U.S. 
D)  The Hispanic segment is less likely to carry credit card debt than the general U.S.population. 
E)  Hispanic-Americans make more online purchases than any other ethnic group in the U.S.

Question 7

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

Accepted Answer

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

Question 8

The Green Earth,a landscaping company,finds that the most difficult firms to get business from are the _____ because this group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options;therefore,it requires a higher levels of customer service.

Accepted Answer

A)  actualizers 
B)  strivers 
C)  satisficers 
D)  optimizers 
E)  early adopters 
A)  actualizers 
B)  strivers 
C)  satisficers 
D)  optimizers 
E)  early adopters

Question 9

A product's positioning could be based on product users.

Accepted Answer

A) True 
 B)False

Question 10

What does the 80/20 principle propose?

Accepted Answer

A)  Roughly 80 percent of the profit comes from 20 percent of the sales. 
B)  Roughly 80 percent of a firm's customers are repeat business. 
C)  Roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
D)  Roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
E)  Sales are equally divided among heavy,medium,and light users,but they all need slightly different products. 
A)  Roughly 80 percent of the profit comes from 20 percent of the sales. 
B)  Roughly 80 percent of a firm's customers are repeat business. 
C)  Roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
D)  Roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
E)  Sales are equally divided among heavy,medium,and light users,but they all need slightly different products.

Question 11

Business marketers focus on all of the following market segments EXCEPT:

Accepted Answer

A)  institutions 
B)  producers 
C)  households 
D)  resellers 
E)  governments 
A)  institutions 
B)  producers 
C)  households 
D)  resellers 
E)  governments

Question 12

Many children on the autism spectrum like to chew on clothing,paper,or anything that they can find.Kid Companions manufactures nontoxic,plastic chewable jewelry for kids to wear.The product is a great way to keep kids from chewing on their clothes,while letting them work through their chewing tendencies.However,the company is unsure how to reach parents and therapists with information about their product.This illustrates a segmentation problem with:

Accepted Answer

A)  substantiality 
B)  identifiability and measurability 
C)  responsiveness 
D)  accessibility 
E)  accountability 
A)  substantiality 
B)  identifiability and measurability 
C)  responsiveness 
D)  accessibility 
E)  accountability

Question 13

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.Given that the wild turkey hunters number approximately 2.7 million,it meets the segmentation criterion of:

Accepted Answer

A)  substantiality 
B)  accessibility 
C)  reliability 
D)  responsiveness 
E)  functionality 
A)  substantiality 
B)  accessibility 
C)  reliability 
D)  responsiveness 
E)  functionality

Question 14

The 80/20 principle implies that the majority of all demand is due to a minority of the customers.

Accepted Answer

A) True 
 B)False

Question 15

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Accepted Answer

Benefit segmentation is the process of g

Question 16

Redbook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-year-old women who must juggle family,husband,and job.According to a Redbook ad,"She's the product of the 'me generation,' the thirty-something woman who balances home,family,and career- more than any generation before her,she refuses to put her pleasures aside.She's old enough to know what she wants.And young enough to get it." This is an example of _____ segmentation.

Accepted Answer

A)  demographic and psychographic 
B)  benefit desired and usage rate 
C)  geodemographic and benefit desired 
D)  demographic and usage rate 
E)  benefit desired and demographic 
A)  demographic and psychographic 
B)  benefit desired and usage rate 
C)  geodemographic and benefit desired 
D)  demographic and usage rate 
E)  benefit desired and demographic

Question 17

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

Accepted Answer

A)  benefits 
B)  psychographics 
C)  demographics 
D)  usage rates 
E)  sociocultural attributes 
A)  benefits 
B)  psychographics 
C)  demographics 
D)  usage rates 
E)  sociocultural attributes

Question 18

The purchasing strategies of business buyers may provide useful segments.Two purchasing profiles for business buyers have been identified.Name and describe them.

Accepted Answer

The two purchasing profiles for business

Question 19

A market segmentation study done by the University of Thessaly in Greece classified recreational skiers in terms of their gender,age,and income levels.The study used psychographic segmentation variables.

Accepted Answer

A) True 
 B)False

Question 20

When Henry Ford first made the Model T,he said consumers "can have any color they want as long as it is black." This was a case of _____.

Accepted Answer

A)  repositioning 
B)  reengineering 
C)  one-to-one marketing 
D)  undifferentiated targeting 
E)  niche marketing 
A)  repositioning 
B)  reengineering 
C)  one-to-one marketing 
D)  undifferentiated targeting 
E)  niche marketing

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Which of the following is NOT an advantage of an undifferentiated marketing strategy?

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

Although most buyers of Honda cars are in the 40 to 60 age range,the advertising for the vehicles portrays youthful activities and targets a youth mindset.Honda's marketers are attempting to influence the _____ of Honda vehicles in consumers' minds.

Which of the following statements about the Hispanic-American market is TRUE?

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

The Green Earth,a landscaping company,finds that the most difficult firms to get business from are the _____ because this group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options;therefore,it requires a higher levels of customer service.

A product's positioning could be based on product users.

What does the 80/20 principle propose?

Business marketers focus on all of the following market segments EXCEPT:

The 80/20 principle implies that the majority of all demand is due to a minority of the customers.

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

The purchasing strategies of business buyers may provide useful segments.Two purchasing profiles for business buyers have been identified.Name and describe them.

A market segmentation study done by the University of Thessaly in Greece classified recreational skiers in terms of their gender,age,and income levels.The study used psychographic segmentation variables.

When Henry Ford first made the Model T,he said consumers "can have any color they want as long as it is black." This was a case of _____.

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

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Which of the following is NOT an advantage of an undifferentiated marketing strategy?

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

Although most buyers of Honda cars are in the 40 to 60 age range,the advertising for the vehicles portrays youthful activities and targets a youth mindset.Honda's marketers are attempting to influence the _____ of Honda vehicles in consumers' minds.

Which of the following statements about the Hispanic-American market is TRUE?

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

The Green Earth,a landscaping company,finds that the most difficult firms to get business from are the _____ because this group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options;therefore,it requires a higher levels of customer service.

A product's positioning could be based on product users.

What does the 80/20 principle propose?

Business marketers focus on all of the following market segments EXCEPT:

The 80/20 principle implies that the majority of all demand is due to a minority of the customers.

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

The purchasing strategies of business buyers may provide useful segments.Two purchasing profiles for business buyers have been identified.Name and describe them.

A market segmentation study done by the University of Thessaly in Greece classified recreational skiers in terms of their gender,age,and income levels.The study used psychographic segmentation variables.

When Henry Ford first made the Model T,he said consumers "can have any color they want as long as it is black." This was a case of _____.

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