Question 1

It is important to identify which consumers are NOT interested in your product when segmenting a market.

Accepted Answer

A) True 
 B)False

Question 2

How many positioning statements does a company typically have?

Accepted Answer

A)  None, since a "positioning statement" isn't a real thing. 
B)  Companies only have one positioning statement since its essentially a mission statement. 
C)  Companies typically have a positioning statement for each target market. 
D)  Companies usually have a positioning statement for their 3 primary sustainable markets. 
A)  None, since a "positioning statement" isn't a real thing. 
B)  Companies only have one positioning statement since its essentially a mission statement. 
C)  Companies typically have a positioning statement for each target market. 
D)  Companies usually have a positioning statement for their 3 primary sustainable markets.

Question 3

Apple segmented the market based on whether customers were millennials; what type of segmentation are they performing?

Accepted Answer

A)  Psychographic 
B)  Lifestyle 
C)  Demographic 
D)  Behavioral 
A)  Psychographic 
B)  Lifestyle 
C)  Demographic 
D)  Behavioral

Question 4

After selecting the target segments, a firm needs to create a positioning statement. Which of the following is NOT one of the four components of a positioning statement?

Accepted Answer

A)  The customers being sought 
B)  The benefit customers of interest to customers 
C)  The value the customer will receive 
D)  The comparable competitor's products 
A)  The customers being sought 
B)  The benefit customers of interest to customers 
C)  The value the customer will receive 
D)  The comparable competitor's products

Question 5

Gnarly Company makes shoes designed for skateboarding. What is the most likely demographic variable Gnarly will segment the market on?

Accepted Answer

A)  Climate 
B)  Physical location 
C)  Lifestyle 
D)  Age 
A)  Climate 
B)  Physical location 
C)  Lifestyle 
D)  Age

Question 6

Assume you are in the marketing area of a small firm selling office equipment to a range of business. You know segmentation would be better than mass marketing, and with limited resources, you want to use demographic segmentation. For consumers you might use family life cycle stage, and the equivalent demographic approach for business segmentation would be

Accepted Answer

A)  number of employees. 
B)  stages in business partnership cycle. 
C)  depth of product lines. 
D)  years in business. 
A)  number of employees. 
B)  stages in business partnership cycle. 
C)  depth of product lines. 
D)  years in business.

Question 7

Alison had developed a dozen segments for her firm's new product, but she felt she needed to check the company's code of ethics before targeting one of the segments. Alison's action was

Accepted Answer

A)  inconsistent with good marketing practice in identifying segments with strong potential. 
B)  consistent with good marketing practice that suggests all actions must be reviewed to ensure they are consistent with the firm's code of ethics. 
C)  inappropriate as she was reflecting her own biases. 
D)  appropriate as some firms may want to exclude some segments on moral or ethical grounds. 
A)  inconsistent with good marketing practice in identifying segments with strong potential. 
B)  consistent with good marketing practice that suggests all actions must be reviewed to ensure they are consistent with the firm's code of ethics. 
C)  inappropriate as she was reflecting her own biases. 
D)  appropriate as some firms may want to exclude some segments on moral or ethical grounds.

Question 8

Justin has a bookstore, both online and a physical store. He had not been using any sort of segmentation, but you have worked with him to identify the market for his book selections, and after brainstorming the two of you have decided on a behavioral approach to maximize his marketing efforts. What is your next move?

Accepted Answer

A)  Narrow the market further 
B)  Decide which behavioral variables are significant for customer distinctions 
C)  Examine his merchandise to see if there are sufficient books and merchandise to meet the demands of the segments 
D)  Rank order the segmentation approaches within the behavioral approach. 
A)  Narrow the market further 
B)  Decide which behavioral variables are significant for customer distinctions 
C)  Examine his merchandise to see if there are sufficient books and merchandise to meet the demands of the segments 
D)  Rank order the segmentation approaches within the behavioral approach.

Question 9

A key variable to demographic segmentation is

Accepted Answer

A)  gender. 
B)  social class. 
C)  brand loyalty. 
D)  usage rate. 
A)  gender. 
B)  social class. 
C)  brand loyalty. 
D)  usage rate.

Question 10

Geographic segmentation is

Accepted Answer

A)  the process of categorizing different groups of customers in a market, based on customer differences. 
B)  the process of separating customer groups based on location. 
C)  the process of separating customer groups based on lifestyle. 
D)  the process of separating customers based on what they do. 
A)  the process of categorizing different groups of customers in a market, based on customer differences. 
B)  the process of separating customer groups based on location. 
C)  the process of separating customer groups based on lifestyle. 
D)  the process of separating customers based on what they do.

Question 11

Alejandro has created a line of small and intense chocolates. He has found a way to give the user the satisfaction of a regular chocolate candy but with its small size, there are far fewer calories. He feels there are many potential customers. Would micromarketing would work well for his business? Why or why not?

Accepted Answer

A)  Yes. Micromarketing is ideal for miniaturized products. 
B)  No. Micromarketing is for highly customized products with small segments. 
C)  Yes. Until the business can grow, micromarketing works until large scale is required. 
D)  No. Micromarketing is no longer practiced for consumer goods. 
A)  Yes. Micromarketing is ideal for miniaturized products. 
B)  No. Micromarketing is for highly customized products with small segments. 
C)  Yes. Until the business can grow, micromarketing works until large scale is required. 
D)  No. Micromarketing is no longer practiced for consumer goods.

Question 12

Which of the following scenarios represents a market segment that likely does NOT meet the "responsive" criterion?

Accepted Answer

A)  Members of the segment have agreeable personalities and the Company makes shoes. 
B)  Members of the segment generally don't use cell phones and the Company makes a cell phone app. 
C)  Members of the segment are below the poverty line and the Company makes jewelry. 
D)  Members of the segment buy grain and the Company sells grain. 
A)  Members of the segment have agreeable personalities and the Company makes shoes. 
B)  Members of the segment generally don't use cell phones and the Company makes a cell phone app. 
C)  Members of the segment are below the poverty line and the Company makes jewelry. 
D)  Members of the segment buy grain and the Company sells grain.

Question 13

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "accessible" criterion?

Accepted Answer

A)  Members of the segment typically vote democrat. 
B)  The segment represents $100 million in potential revenue and requires a roughly $10 million investment into the marketing mix. 
C)  All members of the segment are active on popular social media and the Company primarily advertises on social media. 
D)  The segment represents approximately 200 million people. 
A)  Members of the segment typically vote democrat. 
B)  The segment represents $100 million in potential revenue and requires a roughly $10 million investment into the marketing mix. 
C)  All members of the segment are active on popular social media and the Company primarily advertises on social media. 
D)  The segment represents approximately 200 million people.

Question 14

Both segmentation and mass marketing are essential if a company is to succeed in its marketing efforts.

Accepted Answer

A) True 
 B)False

Question 15

Brag Company is going through the market segmentation process. They divide customers into two groups: 1) those who snow ski 0-4 times a year, and 2) those who snow ski more than 4 times a year. This is an example of

Accepted Answer

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

Question 16

Cover Co. is a new company with two employees: the husband and wife that founded the company. Cover makes trash can covers that help keep outdoor trash cans secure. Which segmentation method would Cover be least likely to use and why?

Accepted Answer

A)  Demographic segmentation because nearly every household utilizes trash cans. 
B)  Behavioral segmentation because behavioral variables have little effect on the use and need for a trash can cover. 
C)  Psychographic segmentation because the variables are difficult for marketers to measure 
D)  Geographic segmentation because the use of trash cans isn't dependent upon geography. 
A)  Demographic segmentation because nearly every household utilizes trash cans. 
B)  Behavioral segmentation because behavioral variables have little effect on the use and need for a trash can cover. 
C)  Psychographic segmentation because the variables are difficult for marketers to measure 
D)  Geographic segmentation because the use of trash cans isn't dependent upon geography.

Question 17

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "measurable" criterion?

Accepted Answer

A)  Members of the segment typically vote democrat. 
B)  All members of the segment use cellphones. 
C)  All members of the segment are active on popular social media. 
D)  The segment represents approximately 200 million people. 
A)  Members of the segment typically vote democrat. 
B)  All members of the segment use cellphones. 
C)  All members of the segment are active on popular social media. 
D)  The segment represents approximately 200 million people.

Question 18

Cover Co. is a new company with two employees: the husband and wife that founded the company. Cover makes trash can covers that help keep outdoor trash cans secure. You've been hired as a marketing consultant for the new company. Using your choice of two out of the four segmentation categories, pick a variable from each category that could be used to segment Cover Co.'s market, and explain why it could be used.

Accepted Answer

Responses will vary, but may include the

Question 19

Judith has invented a cellphone battery that lasts for two weeks without needing to be recharged. Some of her friends think she should just announce it to the world, and marketing isn't necessary. Other friends are recommending Judith look at segmenting the market which would help her to

Accepted Answer

A)  keep within a reasonable marketing budget. 
B)  develop protection from competitive pressures. 
C)  ensure she will be able to patent the battery without letting the entire market know. 
D)  focus on those potential customers with the greatest need. 
A)  keep within a reasonable marketing budget. 
B)  develop protection from competitive pressures. 
C)  ensure she will be able to patent the battery without letting the entire market know. 
D)  focus on those potential customers with the greatest need.

Question 20

Nike segmented the market based on whether customers considered themselves pessimistic; what type of segmentation are they performing?

Accepted Answer

A)  Psychographic 
B)  Lifestyle 
C)  Demographic 
D)  Behavioral 
A)  Psychographic 
B)  Lifestyle 
C)  Demographic 
D)  Behavioral

It is important to identify which consumers are NOT interested in your product when segmenting a market.

How many positioning statements does a company typically have?

Apple segmented the market based on whether customers were millennials; what type of segmentation are they performing?

After selecting the target segments, a firm needs to create a positioning statement. Which of the following is NOT one of the four components of a positioning statement?

Gnarly Company makes shoes designed for skateboarding. What is the most likely demographic variable Gnarly will segment the market on?

Alison had developed a dozen segments for her firm's new product, but she felt she needed to check the company's code of ethics before targeting one of the segments. Alison's action was

A key variable to demographic segmentation is

Geographic segmentation is

Which of the following scenarios represents a market segment that likely does NOT meet the "responsive" criterion?

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "accessible" criterion?

Both segmentation and mass marketing are essential if a company is to succeed in its marketing efforts.

Brag Company is going through the market segmentation process. They divide customers into two groups: 1) those who snow ski 0-4 times a year, and 2) those who snow ski more than 4 times a year. This is an example of

Cover Co. is a new company with two employees: the husband and wife that founded the company. Cover makes trash can covers that help keep outdoor trash cans secure. Which segmentation method would Cover be least likely to use and why?

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "measurable" criterion?

Judith has invented a cellphone battery that lasts for two weeks without needing to be recharged. Some of her friends think she should just announce it to the world, and marketing isn't necessary. Other friends are recommending Judith look at segmenting the market which would help her to

Nike segmented the market based on whether customers considered themselves pessimistic; what type of segmentation are they performing?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 6: Segmentation, Targeting, and Positioning

It is important to identify which consumers are NOT interested in your product when segmenting a market.

How many positioning statements does a company typically have?

Apple segmented the market based on whether customers were millennials; what type of segmentation are they performing?

After selecting the target segments, a firm needs to create a positioning statement. Which of the following is NOT one of the four components of a positioning statement?

Gnarly Company makes shoes designed for skateboarding. What is the most likely demographic variable Gnarly will segment the market on?

Alison had developed a dozen segments for her firm's new product, but she felt she needed to check the company's code of ethics before targeting one of the segments. Alison's action was

A key variable to demographic segmentation is

Geographic segmentation is

Which of the following scenarios represents a market segment that likely does NOT meet the "responsive" criterion?

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "accessible" criterion?

Both segmentation and mass marketing are essential if a company is to succeed in its marketing efforts.

Brag Company is going through the market segmentation process. They divide customers into two groups: 1) those who snow ski 0-4 times a year, and 2) those who snow ski more than 4 times a year. This is an example of

Cover Co. is a new company with two employees: the husband and wife that founded the company. Cover makes trash can covers that help keep outdoor trash cans secure. Which segmentation method would Cover be least likely to use and why?

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "measurable" criterion?

Judith has invented a cellphone battery that lasts for two weeks without needing to be recharged. Some of her friends think she should just announce it to the world, and marketing isn't necessary. Other friends are recommending Judith look at segmenting the market which would help her to

Nike segmented the market based on whether customers considered themselves pessimistic; what type of segmentation are they performing?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters