Question 1

________ is the science of using psychology and demographics to better understand consumers.

Accepted Answer

A)  Psychographics 
B)  Segmentation 
C)  Clustering 
D)  Demographics 
E)  Social psychology 
A)  Psychographics 
B)  Segmentation 
C)  Clustering 
D)  Demographics 
E)  Social psychology

Question 2

Consumer attitudes are an interesting way to segment a market.Research has shown that five attitude groups can be found in the market.What are those five attitude groups

Accepted Answer

The five attitude groups are:

Question 3

A starting point for discussing segmentation is mass marketing.Explain this concept.

Accepted Answer

In mass marketing,the seller e

Question 4

The recipe for Internet niching success is to ________.

Accepted Answer

A)  find a need and fill it 
B)  choose a hard-to-find product that customers do not need to see and touch 
C)  choose a low-budget product that is heavily demanded by Gen Y 
D)  choose an exclusive product sold primarily to seniors 
E)  find a product that has some attraction to a health-conscious market 
A)  find a need and fill it 
B)  choose a hard-to-find product that customers do not need to see and touch 
C)  choose a low-budget product that is heavily demanded by Gen Y 
D)  choose an exclusive product sold primarily to seniors 
E)  find a product that has some attraction to a health-conscious market

Question 5

Henry Ford epitomized the market segmentation strategy when he offered the Model-T Ford in only one color.

Accepted Answer

A) True 
 B)False

Question 6

A marketer glances at this month's market-preference pattern diagram and notices that all of the customers are grouped in the middle of the diagram; therefore,customers are exhibiting clustered preferences.

Accepted Answer

A) True 
 B)False

Question 7

Companies following a market specialization strategy offer one product to as many markets as possible.

Accepted Answer

A) True 
 B)False

Question 8

A behavioral segmentation method related to the Conversion Model is the Gravity of Decision Spectrum.On the shallow end of the spectrum,consumers seek products and services they think will ________.

Accepted Answer

A)  make them appear more wealthy than they are 
B)  help them save face in publicly visible situations 
C)  reinforce their emotional stability 
D)  align with their core values and beliefs 
E)  save them time, effort, and money 
A)  make them appear more wealthy than they are 
B)  help them save face in publicly visible situations 
C)  reinforce their emotional stability 
D)  align with their core values and beliefs 
E)  save them time, effort, and money

Question 9

Users of a brand can be segmented into several groups based on the strength of commitment to the brand.If a brand manager is seeking to identify those users who are actively considering alternative brands,he or she should look for users that are labeled as ________.

Accepted Answer

A)  convertible 
B)  shallow 
C)  average 
D)  entrenched 
E)  latent 
A)  convertible 
B)  shallow 
C)  average 
D)  entrenched 
E)  latent

Question 10

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Accepted Answer

A)  life stage 
B)  gender 
C)  age 
D)  income 
E)  social class 
A)  life stage 
B)  gender 
C)  age 
D)  income 
E)  social class

________ is the science of using psychology and demographics to better understand consumers.

Consumer attitudes are an interesting way to segment a market.Research has shown that five attitude groups can be found in the market.What are those five attitude groups

A starting point for discussing segmentation is mass marketing.Explain this concept.

The recipe for Internet niching success is to ________.

Henry Ford epitomized the market segmentation strategy when he offered the Model-T Ford in only one color.

A marketer glances at this month's market-preference pattern diagram and notices that all of the customers are grouped in the middle of the diagram; therefore,customers are exhibiting clustered preferences.

Companies following a market specialization strategy offer one product to as many markets as possible.

A behavioral segmentation method related to the Conversion Model is the Gravity of Decision Spectrum.On the shallow end of the spectrum,consumers seek products and services they think will ________.

Users of a brand can be segmented into several groups based on the strength of commitment to the brand.If a brand manager is seeking to identify those users who are actively considering alternative brands,he or she should look for users that are labeled as ________.

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 8: Identifying Market Segments and Targets

________ is the science of using psychology and demographics to better understand consumers.

Consumer attitudes are an interesting way to segment a market.Research has shown that five attitude groups can be found in the market.What are those five attitude groups

A starting point for discussing segmentation is mass marketing.Explain this concept.

The recipe for Internet niching success is to ________.

Henry Ford epitomized the market segmentation strategy when he offered the Model-T Ford in only one color.

A marketer glances at this month's market-preference pattern diagram and notices that all of the customers are grouped in the middle of the diagram; therefore,customers are exhibiting clustered preferences.

Companies following a market specialization strategy offer one product to as many markets as possible.

A behavioral segmentation method related to the Conversion Model is the Gravity of Decision Spectrum.On the shallow end of the spectrum,consumers seek products and services they think will ________.

Users of a brand can be segmented into several groups based on the strength of commitment to the brand.If a brand manager is seeking to identify those users who are actively considering alternative brands,he or she should look for users that are labeled as ________.

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters