Question 1

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Accepted Answer

A)  concentrated segmentation. 
B)  geodemographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  misguided geographic segmentation. 
A)  concentrated segmentation. 
B)  geodemographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  misguided geographic segmentation.

Question 2

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

Accepted Answer

A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  profitability. 
A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  profitability.

Question 3

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Accepted Answer

A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is likely more costly than an undifferentiated strategy. 
E)  is ineffective without multiple brand names. 
A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is likely more costly than an undifferentiated strategy. 
E)  is ineffective without multiple brand names.

Question 4

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 5

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Accepted Answer

Students should demonstrate an overall u

Question 6

Segmentation, targeting, and positioning

Accepted Answer

A)  are terms that can be used interchangeably in developing marketing plans. 
B)  are part of a firm's marketing strategy. 
C)  should be done simultaneously so synergies can help streamline the effort. 
D)  are part of the marketing plan but bear little direct relationship to the marketing mix. 
E)  are optional elements of a marketing plan. 
A)  are terms that can be used interchangeably in developing marketing plans. 
B)  are part of a firm's marketing strategy. 
C)  should be done simultaneously so synergies can help streamline the effort. 
D)  are part of the marketing plan but bear little direct relationship to the marketing mix. 
E)  are optional elements of a marketing plan.

Question 7

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Accepted Answer

A)  segmenting 
B)  packaging 
C)  positioning 
D)  pricing 
E)  targeting 
A)  segmenting 
B)  packaging 
C)  positioning 
D)  pricing 
E)  targeting

Question 8

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

Accepted Answer

A)  The number of children needing day care in the immediate area. 
B)  The fixed costs of operating the center. 
C)  The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so. 
D)  The average number of school-age children in families sending a child to the day care center. 
E)  The price she would charge minus the variable cost of providing service to each child. 
A)  The number of children needing day care in the immediate area. 
B)  The fixed costs of operating the center. 
C)  The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so. 
D)  The average number of school-age children in families sending a child to the day care center. 
E)  The price she would charge minus the variable cost of providing service to each child.

Question 9

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)  the high cost of finding new customers. 
B)  government tax incentives. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy. 
A)  the high cost of finding new customers. 
B)  government tax incentives. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy.

Question 10

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Accepted Answer

Again, answers will vary, but creative s

Question 11

Create an example of geodemographic segmentation.

Accepted Answer

Answers will vary bu

Question 12

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

Accepted Answer

A)  a more flexible supply chain strategy. 
B)  a perceptual map of the imaging landscape. 
C)  more product features than the competition offers. 
D)  lower prices than the competition offers. 
E)  a clear, distinctive, and desirable understanding of its products relative to competing products. 
A)  a more flexible supply chain strategy. 
B)  a perceptual map of the imaging landscape. 
C)  more product features than the competition offers. 
D)  lower prices than the competition offers. 
E)  a clear, distinctive, and desirable understanding of its products relative to competing products.

Question 13

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Accepted Answer

A)  how old their customers are. 
B)  what their customers need. 
C)  where their customers live. 
D)  which customers have young children. 
E)  what income brackets their customers are in. 
A)  how old their customers are. 
B)  what their customers need. 
C)  where their customers live. 
D)  which customers have young children. 
E)  what income brackets their customers are in.

Question 14

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic

Question 15

Television advertising has recently expanded to include mini-ads, which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic

Question 16

To develop psychographic segments, the marketer must understand consumers'

Accepted Answer

A)  age, income, and education. 
B)  gender, race, and religion. 
C)  disposable personal income, benefit perceptions, and alternative egos. 
D)  self-values, self-concept, and lifestyles. 
E)  buying patterns and behaviors. 
A)  age, income, and education. 
B)  gender, race, and religion. 
C)  disposable personal income, benefit perceptions, and alternative egos. 
D)  self-values, self-concept, and lifestyles. 
E)  buying patterns and behaviors.

Question 17

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

Accepted Answer

A)  differentiated its product. 
B)  streamlined its delivery process. 
C)  created a new class of micromarketing. 
D)  defined consumers' basic needs. 
E)  redefined mass customization. 
A)  differentiated its product. 
B)  streamlined its delivery process. 
C)  created a new class of micromarketing. 
D)  defined consumers' basic needs. 
E)  redefined mass customization.

Question 18

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Accepted Answer

A)  Geographic 
B)  Demographic 
C)  Psychographic 
D)  Benefit 
E)  Geodeomographic 
A)  Geographic 
B)  Demographic 
C)  Psychographic 
D)  Benefit 
E)  Geodeomographic

Question 19

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Accepted Answer

A)  responsive 
B)  perceptive 
C)  identifiable 
D)  reachable 
E)  quantifiable 
A)  responsive 
B)  perceptive 
C)  identifiable 
D)  reachable 
E)  quantifiable

Question 20

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

A) True 
 B)False

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Segmentation, targeting, and positioning

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

One of the reasons marketers use loyalty segmentation is

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Create an example of geodemographic segmentation.

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

To develop psychographic segments, the marketer must understand consumers'

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

__________ segmentation is the segmentation method most directly related to value creation for consumers.

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 9: Segmentation, Targeting, and Positioning

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Segmentation, targeting, and positioning

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

One of the reasons marketers use loyalty segmentation is

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Create an example of geodemographic segmentation.

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

To develop psychographic segments, the marketer must understand consumers'

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

__________ segmentation is the segmentation method most directly related to value creation for consumers.

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters