Question 1

Target marketing is used by companies for all of the following purposes except to

Accepted Answer

A)  identify segments of consumers with regard to key traits and who would respond well to a product and related marketing mix 
B)  select the segments that the company can serve most efficiently and develop products for each segment 
C)  offer the products to the market using various marketing communication tools and stressing the traits and benefits that differentiate the product in the consumer's mind 
D)  identify those market segments that purchase multiple brands in order to develop the most effective marketing campaign for these particular segments 
A)  identify segments of consumers with regard to key traits and who would respond well to a product and related marketing mix 
B)  select the segments that the company can serve most efficiently and develop products for each segment 
C)  offer the products to the market using various marketing communication tools and stressing the traits and benefits that differentiate the product in the consumer's mind 
D)  identify those market segments that purchase multiple brands in order to develop the most effective marketing campaign for these particular segments

Question 2

The behavioral segmentation strategy that divides a market based on segments such as regular users, first-time users, potential users, ex-users, and users of competing brands is known as

Accepted Answer

A)  usage rate segmentation 
B)  loyalty segmentation 
C)  user status segmentation 
D)  buyer-readiness segmentation 
A)  usage rate segmentation 
B)  loyalty segmentation 
C)  user status segmentation 
D)  buyer-readiness segmentation

Question 3

Match characteristics of each group with the VALS category :
-Trendy and fun loving, they are concerned about others' opinions and approval.

Accepted Answer

A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors 
A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors

Question 4

A bicycle manufacturer positions its products in Asia and Europe as providing efficient transportation, while, in the United States, the company markets its products for recreation. This is an example of _____ product positioning.

Accepted Answer

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

Question 5

Companies can use all of the following strategies to target their markets except the _____ strategy.

Accepted Answer

A)  differentiated 
B)  concentrated 
C)  undifferentiated 
D)  mass 
A)  differentiated 
B)  concentrated 
C)  undifferentiated 
D)  mass

Question 6

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

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 7

Multiattribute segmentation is defined as the process of segmenting the market by using multiple variables.

Accepted Answer

A) True 
 B)False

Question 8

Segmenting consumers based on the state or region where they live is an example of _____ segmentation.

Accepted Answer

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

Question 9

Match characteristics of each group with the VALS category :
-Educated, conservative, and practical consumers who value knowledge and responsibility, they look for durability, functionality, and value.

Accepted Answer

A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors 
A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors

Question 10

In evaluating market segmentation, measurability is the extent to which the market is large enough to warrant investment.

Accepted Answer

A) True 
 B)False

Question 11

Marketing products to Generation Y consumers is an example of using _____ segmentation.

Accepted Answer

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

Question 12

When Procter & Gamble offers a variety of laundry detergents to consumers, such as Bold, Cheer, Era, Gain, and Tide, it is using a concentrated marketing strategy.

Accepted Answer

A) True 
 B)False

Question 13

If Taco Bell is planning a new type of product, in terms of user rate segmentation, the primary market segment for this new product should be

Accepted Answer

A)  nonusers 
B)  occasional users 
C)  medium users 
D)  heavy users 
A)  nonusers 
B)  occasional users 
C)  medium users 
D)  heavy users

Question 14

The process of identifying consumers and/or markets that are similar with regard to key traits, such as product-related needs and wants, and that would respond well to a product and related marketing mix is known as ____________________.

Accepted Answer

The answer of The process of identifying consumers and/or markets...

Question 15

In segmenting the business market, examples of _____ would include firm size and industry sector.

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 16

Many companies use a _____, which entails the selection of one market segment to target with one single brand.

Accepted Answer

A)  differentiated marketing strategy 
B)  concentrated marketing strategy 
C)  undifferentiated marketing strategy 
D)  single marketing strategy 
A)  differentiated marketing strategy 
B)  concentrated marketing strategy 
C)  undifferentiated marketing strategy 
D)  single marketing strategy

Question 17

A(n) _____ is one where a product is aimed at the entire market using a single marketing strategy.

Accepted Answer

A)  differentiated marketing strategy 
B)  concentrated marketing strategy 
C)  undifferentiated marketing strategy 
D)  niche marketing strategy 
A)  differentiated marketing strategy 
B)  concentrated marketing strategy 
C)  undifferentiated marketing strategy 
D)  niche marketing strategy

Question 18

Benefit 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 19

Two very popular classification systems based on zip codes are PRIZM and ACORN.

Accepted Answer

A) True 
 B)False

Question 20

Proctor & Gamble produces several brands of laundry detergents such as Tide, Cheer, Era, Gain, etc., each aimed at a different segment of the laundry detergent market. This is an example of

Accepted Answer

A)  differentiated marketing 
B)  concentrated marketing 
C)  undifferentiated marketing 
D)  mass marketing 
A)  differentiated marketing 
B)  concentrated marketing 
C)  undifferentiated marketing 
D)  mass marketing

Target marketing is used by companies for all of the following purposes except to

The behavioral segmentation strategy that divides a market based on segments such as regular users, first-time users, potential users, ex-users, and users of competing brands is known as

Match characteristics of each group with the VALS category : -Trendy and fun loving, they are concerned about others' opinions and approval.

A bicycle manufacturer positions its products in Asia and Europe as providing efficient transportation, while, in the United States, the company markets its products for recreation. This is an example of _____ product positioning.

Companies can use all of the following strategies to target their markets except the _____ strategy.

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

Multiattribute segmentation is defined as the process of segmenting the market by using multiple variables.

Segmenting consumers based on the state or region where they live is an example of _____ segmentation.

Match characteristics of each group with the VALS category : -Educated, conservative, and practical consumers who value knowledge and responsibility, they look for durability, functionality, and value.

In evaluating market segmentation, measurability is the extent to which the market is large enough to warrant investment.

Marketing products to Generation Y consumers is an example of using _____ segmentation.

When Procter & Gamble offers a variety of laundry detergents to consumers, such as Bold, Cheer, Era, Gain, and Tide, it is using a concentrated marketing strategy.

If Taco Bell is planning a new type of product, in terms of user rate segmentation, the primary market segment for this new product should be

The process of identifying consumers and/or markets that are similar with regard to key traits, such as product-related needs and wants, and that would respond well to a product and related marketing mix is known as ____________________.

In segmenting the business market, examples of _____ would include firm size and industry sector.

Many companies use a _____, which entails the selection of one market segment to target with one single brand.

A(n) _____ is one where a product is aimed at the entire market using a single marketing strategy.

Benefit segmentation is the process of identifying market segments based on

Two very popular classification systems based on zip codes are PRIZM and ACORN.

Proctor & Gamble produces several brands of laundry detergents such as Tide, Cheer, Era, Gain, etc., each aimed at a different segment of the laundry detergent market. This is an example of

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

Target marketing is used by companies for all of the following purposes except to

The behavioral segmentation strategy that divides a market based on segments such as regular users, first-time users, potential users, ex-users, and users of competing brands is known as

Match characteristics of each group with the VALS category : -Trendy and fun loving, they are concerned about others' opinions and approval.

A bicycle manufacturer positions its products in Asia and Europe as providing efficient transportation, while, in the United States, the company markets its products for recreation. This is an example of _____ product positioning.

Companies can use all of the following strategies to target their markets except the _____ strategy.

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

Multiattribute segmentation is defined as the process of segmenting the market by using multiple variables.

Segmenting consumers based on the state or region where they live is an example of _____ segmentation.

Match characteristics of each group with the VALS category : -Educated, conservative, and practical consumers who value knowledge and responsibility, they look for durability, functionality, and value.

In evaluating market segmentation, measurability is the extent to which the market is large enough to warrant investment.

Marketing products to Generation Y consumers is an example of using _____ segmentation.

When Procter & Gamble offers a variety of laundry detergents to consumers, such as Bold, Cheer, Era, Gain, and Tide, it is using a concentrated marketing strategy.

If Taco Bell is planning a new type of product, in terms of user rate segmentation, the primary market segment for this new product should be

The process of identifying consumers and/or markets that are similar with regard to key traits, such as product-related needs and wants, and that would respond well to a product and related marketing mix is known as ____________________.

In segmenting the business market, examples of _____ would include firm size and industry sector.

Many companies use a _____, which entails the selection of one market segment to target with one single brand.

A(n) _____ is one where a product is aimed at the entire market using a single marketing strategy.

Benefit segmentation is the process of identifying market segments based on

Two very popular classification systems based on zip codes are PRIZM and ACORN.

Proctor & Gamble produces several brands of laundry detergents such as Tide, Cheer, Era, Gain, etc., each aimed at a different segment of the laundry detergent market. This is an example of

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