Question 1

Define cannibalization.Is it always bad? Explain.

Accepted Answer

Cannibalization occurs when sales of a n

Question 2

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

Accepted Answer

A)  Differentiation guides 
B)  Segmentation bases 
C)  Perceptual maps 
D)  Responsiveness quotients 
E)  Accessibility quotients 
A)  Differentiation guides 
B)  Segmentation bases 
C)  Perceptual maps 
D)  Responsiveness quotients 
E)  Accessibility quotients

Question 3

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

Accepted Answer

A)  product class 
B)  price and quality 
C)  use or application 
D)  attribute 
E)  emotion 
A)  product class 
B)  price and quality 
C)  use or application 
D)  attribute 
E)  emotion

Question 4

Wrestling Merchandise
Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at JCPenney and Wal-Mart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.Most Wrestling fans live in the southern United States.Based on this information,what segmentation base would be appropriate?

Accepted Answer

A)  geographic 
B)  demographic 
C)  psychographic 
D)  product use 
E)  benefit sought 
A)  geographic 
B)  demographic 
C)  psychographic 
D)  product use 
E)  benefit sought

Question 5

Until the 1990s,few firms practiced market segmentation.

Accepted Answer

A) True 
 B)False

Question 6

The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.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 7

Firms can be categorized by the type of purchasing strategy used._____ consider numerous,even unfamiliar suppliers and solicit and analyze options.

Accepted Answer

A)  Satisficers 
B)  Strivers 
C)  Optimizers 
D)  Actualizers 
E)  Innovators 
A)  Satisficers 
B)  Strivers 
C)  Optimizers 
D)  Actualizers 
E)  Innovators

Question 8

With multisegment targeting,a company could benefit from all of the following EXCEPT:

Accepted Answer

A)  greater sales volume 
B)  greater product design and management cost 
C)  higher profits 
D)  larger market share 
E)  economies of scale in manufacturing 
A)  greater sales volume 
B)  greater product design and management cost 
C)  higher profits 
D)  larger market share 
E)  economies of scale in manufacturing

Define cannibalization.Is it always bad? Explain.

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

Until the 1990s,few firms practiced market segmentation.

The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.This illustrates a segmentation problem with:

Firms can be categorized by the type of purchasing strategy used._____ consider numerous,even unfamiliar suppliers and solicit and analyze options.

With multisegment targeting,a company could benefit from all of the following EXCEPT:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters

Exam 8: Segmenting and Targeting Markets

Define cannibalization.Is it always bad? Explain.

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

Until the 1990s,few firms practiced market segmentation.

The city of Monroe has a literacy program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.This illustrates a segmentation problem with:

Firms can be categorized by the type of purchasing strategy used._____ consider numerous,even unfamiliar suppliers and solicit and analyze options.

With multisegment targeting,a company could benefit from all of the following EXCEPT:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters