Question 1

Customizing a marketing message and the marketing mix to a single consumer is known as

Accepted Answer

A)  micromarketing 
B)  segment marketing 
C)  mass marketing 
D)  segmentation 
A)  micromarketing 
B)  segment marketing 
C)  mass marketing 
D)  segmentation

Question 2

Segment marketing involves

Accepted Answer

A)  the process of identifying channel segments that can push the product through to consumers 
B)  identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success 
C)  identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix 
D)  a microanalysis of the customer and involves customer-specific marketing 
A)  the process of identifying channel segments that can push the product through to consumers 
B)  identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success 
C)  identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix 
D)  a microanalysis of the customer and involves customer-specific marketing

Question 3

PRIZM describes each of their 62 clusters in terms of the dominant _____ of the people living in a particular neighborhood.

Accepted Answer

A)  demographics and lifestyles 
B)  lifestyles 
C)  behavioral and psychographics 
D)  geographic and demographic 
A)  demographics and lifestyles 
B)  lifestyles 
C)  behavioral and psychographics 
D)  geographic and demographic

Question 4

Identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix is known as

Accepted Answer

A)  micromarketing 
B)  segment marketing 
C)  mass marketing 
D)  market positioning 
A)  micromarketing 
B)  segment marketing 
C)  mass marketing 
D)  market positioning

Question 5

If Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery, they would be using a buyer-readiness stage segmentation strategy and targeting

Accepted Answer

A)  consumers who are not aware of the product 
B)  consumers who use a competing brand 
C)  consumers who are aware of the product and may need it in the future 
D)  consumers who are aware of the product, but will never need it 
A)  consumers who are not aware of the product 
B)  consumers who use a competing brand 
C)  consumers who are aware of the product and may need it in the future 
D)  consumers who are aware of the product, but will never need it

Question 6

Occasion segmentation is the process of identifying market segments based on

Accepted Answer

A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the time or occasion when a product should be purchased or consumed 
D)  consumers' stage of readiness to purchase a particular product 
A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the time or occasion when a product should be purchased or consumed 
D)  consumers' stage of readiness to purchase a particular product

Question 7

When Skeeter positions its brand of boats as the best available for bass fishermen, Skeeter is using a(n) _____ positioning strategy.

Accepted Answer

A)  use or application 
B)  attribute/benefit 
C)  product class 
D)  product user 
A)  use or application 
B)  attribute/benefit 
C)  product class 
D)  product user

Question 8

Few companies use only demographic variables in segmenting the market. Typically, they also add psychographic and geographic variables to the demographic information to determine the best approach to reach their target markets.

Accepted Answer

A) True 
 B)False

Question 9

Undifferentiated marketing

Accepted Answer

A)  is the process of identifying consumers and/or markets that are similar and that can be reached with one marketing message 
B)  involves aiming the product at the entire market using a single marketing strategy 
C)  is the process of selecting only one market segment and targeting it with one single brand and marketing strategy 
D)  identifies market segments with different preferences for a particular product category and targets each segment with different brands and different marketing strategies 
A)  is the process of identifying consumers and/or markets that are similar and that can be reached with one marketing message 
B)  involves aiming the product at the entire market using a single marketing strategy 
C)  is the process of selecting only one market segment and targeting it with one single brand and marketing strategy 
D)  identifies market segments with different preferences for a particular product category and targets each segment with different brands and different marketing strategies

Question 10

A microanalysis of the customer involving customer-specific marketing is known as ____________________.

Accepted Answer

The answer of A microanalysis of the customer involving customer-specific...

Question 11

Bold is positioned as a powder laundry detergent with fabric softening and pill/fuzz removal. This is an example of _____ product positioning.

Accepted Answer

A)  attribute/benefit 
B)  price/quality 
C)  use or application 
D)  product user 
A)  attribute/benefit 
B)  price/quality 
C)  use or application 
D)  product user

Question 12

Demographics are statistics that describe a population, such as age, gender, race, ethnicity, income, education, and occupation.

Accepted Answer

A) True 
 B)False

Question 13

User status segmentation is the process of identifying market segments based on

Accepted Answer

A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the degree of brand preference, commitment, retention, allegiance, and the extent to which consumers engage in repeat purchases 
D)  important differences between the benefits sought by the target market for purchasing a particular product 
A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the degree of brand preference, commitment, retention, allegiance, and the extent to which consumers engage in repeat purchases 
D)  important differences between the benefits sought by the target market for purchasing a particular product

Question 14

Segmenting a business market into segments such as the relationship-seeking segment and the price-sensitive segment entails using

Accepted Answer

A)  demographic segmentation 
B)  geographic segmentation 
C)  behavioral segmentation 
D)  psychographic segmentation 
A)  demographic segmentation 
B)  geographic segmentation 
C)  behavioral segmentation 
D)  psychographic segmentation

Question 15

In assessing the effectiveness of a market segmentation approach, differential response is the

Accepted Answer

A)  extent to which marketers are capable of designing programs that can effectively serve the market segment 
B)  extent to which market segments are easy to distinguish from each other and respond differently to company marketing strategies 
C)  degree to which segment consumer preferences are stable over time 
D)  ability to communicate with and reach the target market 
A)  extent to which marketers are capable of designing programs that can effectively serve the market segment 
B)  extent to which market segments are easy to distinguish from each other and respond differently to company marketing strategies 
C)  degree to which segment consumer preferences are stable over time 
D)  ability to communicate with and reach the target market

Question 16

What is geographic segmentation?

Accepted Answer

A segmentation strategy based

Question 17

Match the tag lines given below with the positioning strategy that is being used for :
-"The best value computer on the market."

Accepted Answer

A)  attribute/benefit positioning 
B)  price/quality positioning 
C)  use or application positioning 
D)  product user 
E)  product class
F) competitor 
A)  attribute/benefit positioning 
B)  price/quality positioning 
C)  use or application positioning 
D)  product user 
E)  product class
F) competitor

Question 18

The positioning approach that communicates information about a product's attributes and benefits is a(n) ____________________ positioning strategy.

Accepted Answer

The answer of The positioning approach that communicates information about...

Question 19

In assessing the effectiveness of a market segmentation approach, accessibility is the ability to communicate with and reach the target market.

Accepted Answer

A) True 
 B)False

Question 20

Buyer-readiness segmentation is the process of identifying market segments based on

Accepted Answer

A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the time or occasion when a product should be purchased or consumed 
D)  consumers' stage of readiness to purchase a particular product 
A)  the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product 
B)  users of competitors' products, ex-users, potential users, first-time users, or regular users 
C)  the time or occasion when a product should be purchased or consumed 
D)  consumers' stage of readiness to purchase a particular product

Customizing a marketing message and the marketing mix to a single consumer is known as

Segment marketing involves

PRIZM describes each of their 62 clusters in terms of the dominant _____ of the people living in a particular neighborhood.

Identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix is known as

If Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery, they would be using a buyer-readiness stage segmentation strategy and targeting

Occasion segmentation is the process of identifying market segments based on

When Skeeter positions its brand of boats as the best available for bass fishermen, Skeeter is using a(n) _____ positioning strategy.

Few companies use only demographic variables in segmenting the market. Typically, they also add psychographic and geographic variables to the demographic information to determine the best approach to reach their target markets.

Undifferentiated marketing

A microanalysis of the customer involving customer-specific marketing is known as ____________________.

Bold is positioned as a powder laundry detergent with fabric softening and pill/fuzz removal. This is an example of _____ product positioning.

Demographics are statistics that describe a population, such as age, gender, race, ethnicity, income, education, and occupation.

User status segmentation is the process of identifying market segments based on

Segmenting a business market into segments such as the relationship-seeking segment and the price-sensitive segment entails using

In assessing the effectiveness of a market segmentation approach, differential response is the

What is geographic segmentation?

Match the tag lines given below with the positioning strategy that is being used for : -"The best value computer on the market."

The positioning approach that communicates information about a product's attributes and benefits is a(n) ____________________ positioning strategy.

In assessing the effectiveness of a market segmentation approach, accessibility is the ability to communicate with and reach the target market.

Buyer-readiness segmentation is the process of identifying market segments based on

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters

Exam 6: Marketing Segmentation

Customizing a marketing message and the marketing mix to a single consumer is known as

Segment marketing involves

PRIZM describes each of their 62 clusters in terms of the dominant _____ of the people living in a particular neighborhood.

Identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix is known as

If Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery, they would be using a buyer-readiness stage segmentation strategy and targeting

Occasion segmentation is the process of identifying market segments based on

When Skeeter positions its brand of boats as the best available for bass fishermen, Skeeter is using a(n) _____ positioning strategy.

Few companies use only demographic variables in segmenting the market. Typically, they also add psychographic and geographic variables to the demographic information to determine the best approach to reach their target markets.

Undifferentiated marketing

A microanalysis of the customer involving customer-specific marketing is known as ____________________.

Bold is positioned as a powder laundry detergent with fabric softening and pill/fuzz removal. This is an example of _____ product positioning.

Demographics are statistics that describe a population, such as age, gender, race, ethnicity, income, education, and occupation.

User status segmentation is the process of identifying market segments based on

Segmenting a business market into segments such as the relationship-seeking segment and the price-sensitive segment entails using

In assessing the effectiveness of a market segmentation approach, differential response is the

What is geographic segmentation?

Match the tag lines given below with the positioning strategy that is being used for : -"The best value computer on the market."

The positioning approach that communicates information about a product's attributes and benefits is a(n) ____________________ positioning strategy.

In assessing the effectiveness of a market segmentation approach, accessibility is the ability to communicate with and reach the target market.

Buyer-readiness segmentation is the process of identifying market segments based on

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters