Question 1

How can a marketer use the Social Styles model program in developing and implementing an organizational segmentation strategy?

Accepted Answer

The Social Styles model program can be a

Question 2

Which of these is NOT a requirement for successful segmentation?

Accepted Answer

A)  A segment must be reachable in an efficient manner. 
B)  The characteristics and needs of each segment must be capable of being measured. 
C)  There must be consumer differences between segments. 
D)  There must be consumer differences within segments. 
A)  A segment must be reachable in an efficient manner. 
B)  The characteristics and needs of each segment must be capable of being measured. 
C)  There must be consumer differences between segments. 
D)  There must be consumer differences within segments.

Question 3

A paint manufacturer produces paint in 1-gallon containers for the do-it-yourself market and in 5-gallon containers for professional painters. The firm practices

Accepted Answer

A)  differentiated marketing. 
B)  concentrated marketing. 
C)  undifferentiated marketing. 
D)  ultramarketing. 
A)  differentiated marketing. 
B)  concentrated marketing. 
C)  undifferentiated marketing. 
D)  ultramarketing.

Question 4

Firms using differentiated marketing can benefit from economies of scale due to mass promotion, mass manufacturing, and mass distribution.

Accepted Answer

A) True 
 B)False

Question 5

Which sales forecasting technique assumes that a firm's share of industry sales will be constant?

Accepted Answer

A)  Jury of executive opinion 
B)  Simple trend analysis 
C)  Market buildup method 
D)  Market share analysis 
A)  Jury of executive opinion 
B)  Simple trend analysis 
C)  Market buildup method 
D)  Market share analysis

Question 6

Which statement concerning the Social Styles model is NOT correct?

Accepted Answer

A)  According to the Social Styles model, amiables are high in both assertiveness and responsiveness. 
B)  According to the Social Styles model, analyticals are low in both assertiveness and responsiveness. 
C)  The Social Styles model is concerned with organizational consumer segments. 
D)  The Social Styles model divides consumers into four groups on the basis of their assertiveness and responsiveness. 
A)  According to the Social Styles model, amiables are high in both assertiveness and responsiveness. 
B)  According to the Social Styles model, analyticals are low in both assertiveness and responsiveness. 
C)  The Social Styles model is concerned with organizational consumer segments. 
D)  The Social Styles model divides consumers into four groups on the basis of their assertiveness and responsiveness.

Question 7

a.	Describe the relationship between the heavy-half usage segment, a concentrated marketing strategy, and the majority fallacy concept.
b. In avoiding the majority fallacy, what other risks may a marketer encounter? Explain your answer.

Accepted Answer

a. The heavy-half usage segment refers t

Question 8

With the heavy-half theory, market segments are described in terms of

Accepted Answer

A)  perceived risk. 
B)  usage experience. . 
C)  usage rate. 
D)  purchase attitudes 
A)  perceived risk. 
B)  usage experience. . 
C)  usage rate. 
D)  purchase attitudes

Question 9

Which of these best illustrates benefit segmentation?

Accepted Answer

A)  The purchase of a shampoo by teenagers due to a celebrity endorsement 
B)  The purchase of an antidandruff shampoo by a consumer with a perceived dandruff problem 
C)  The purchase of a shampoo based on brand loyalty 
D)  The purchase of a shampoo based on a $1 off coupon 
A)  The purchase of a shampoo by teenagers due to a celebrity endorsement 
B)  The purchase of an antidandruff shampoo by a consumer with a perceived dandruff problem 
C)  The purchase of a shampoo based on brand loyalty 
D)  The purchase of a shampoo based on a $1 off coupon

Question 10

The Following Questions are linked to this scenario: A fuel-oil retailer has researched the demand patterns for fuel oil in its market area.
-A preliminary study of demand revealed that the vast majority of consumers are service-oriented. Important services to all customer groups, in order of importance, are emergency repair, low-cost heating system warranties, credit, and an annual heating system check-up. What demand pattern for fuel oil exists?

Accepted Answer

A)  Diffused demand 
B)  Derived demand 
C)  Homogeneous demand 
D)  Clustered demand 
A)  Diffused demand 
B)  Derived demand 
C)  Homogeneous demand 
D)  Clustered demand

Question 11

Which target market strategy most closely resembles a niche strategy?

Accepted Answer

A)  Mass marketing 
B)  Differentiated marketing 
C)  Undifferentiated marketing 
D)  Concentrated marketing 
A)  Mass marketing 
B)  Differentiated marketing 
C)  Undifferentiated marketing 
D)  Concentrated marketing

Question 12

Which VALS 2 segment has the highest resources?

Accepted Answer

A)  Survivors 
B)  Experiencers 
C)  Makers 
D)  Innovators 
A)  Survivors 
B)  Experiencers 
C)  Makers 
D)  Innovators

Question 13

The majority fallacy warns marketers to consider the

Accepted Answer

A)  firm's limited resources. 
B)  size of the overall market and each segment. 
C)  need to specialize. 
D)  degree of competition. 
A)  firm's limited resources. 
B)  size of the overall market and each segment. 
C)  need to specialize. 
D)  degree of competition.

Question 14

Age distribution, gender, education level, and occupation are analyzed with which possible base of market segmentation?

Accepted Answer

A)  Urban demographics 
B)  Personal demographics 
C)  Socioeconomics 
D)  Consumer life-styles 
A)  Urban demographics 
B)  Personal demographics 
C)  Socioeconomics 
D)  Consumer life-styles

Question 15

An area's population, density, and climate are studied with

Accepted Answer

A)  geographic demographic segmentation. 
B)  economic segmentation. 
C)  socioeconomic segmentation. 
D)  personal demographic segmentation. 
A)  geographic demographic segmentation. 
B)  economic segmentation. 
C)  socioeconomic segmentation. 
D)  personal demographic segmentation.

Question 16

The VALS model is static in that it assumes that an individual's lifestyle classification does not change.

Accepted Answer

A) True 
 B)False

Question 17

When a firm segments the market on the basis of attributes such as age, gender, and education, it is using geographic demographics.

Accepted Answer

A) True 
 B)False

Question 18

A bookstore aims its efforts at Asian-American consumers. The store stocks books, records, and calendars aimed at this market segment. This illustrates

Accepted Answer

A)  personal demographic segmentation. 
B)  consumer lifestyle segmentation. 
C)  undifferentiated marketing. 
D)  differentiated marketing. 
A)  personal demographic segmentation. 
B)  consumer lifestyle segmentation. 
C)  undifferentiated marketing. 
D)  differentiated marketing.

Question 19

When a power tool maker produces three models of power drills that retail at $25 for the occasional user, $65 for the do-it-yourself enthusiast, and $135 for the professional contractor, it is seeking to satisfy diffused demand.

Accepted Answer

A) True 
 B)False

Question 20

The most difficult consumer demand pattern for a marketer to satisfy is

Accepted Answer

A)  derived demand. 
B)  homogeneous demand. 
C)  clustered demand. 
D)  diffused demand. 
A)  derived demand. 
B)  homogeneous demand. 
C)  clustered demand. 
D)  diffused demand.

Exam 10: Developing a Target Market Strategy

How can a marketer use the Social Styles model program in developing and implementing an organizational segmentation strategy?

Which of these is NOT a requirement for successful segmentation?

A paint manufacturer produces paint in 1-gallon containers for the do-it-yourself market and in 5-gallon containers for professional painters. The firm practices

Firms using differentiated marketing can benefit from economies of scale due to mass promotion, mass manufacturing, and mass distribution.

Which sales forecasting technique assumes that a firm's share of industry sales will be constant?

Which statement concerning the Social Styles model is NOT correct?

a. Describe the relationship between the heavy-half usage segment, a concentrated marketing strategy, and the majority fallacy concept. b. In avoiding the majority fallacy, what other risks may a marketer encounter? Explain your answer.

With the heavy-half theory, market segments are described in terms of

Which of these best illustrates benefit segmentation?

Which target market strategy most closely resembles a niche strategy?

Which VALS 2 segment has the highest resources?

The majority fallacy warns marketers to consider the

Age distribution, gender, education level, and occupation are analyzed with which possible base of market segmentation?

An area's population, density, and climate are studied with

The VALS model is static in that it assumes that an individual's lifestyle classification does not change.

When a firm segments the market on the basis of attributes such as age, gender, and education, it is using geographic demographics.

A bookstore aims its efforts at Asian-American consumers. The store stocks books, records, and calendars aimed at this market segment. This illustrates

When a power tool maker produces three models of power drills that retail at $25 for the occasional user, $65 for the do-it-yourself enthusiast, and $135 for the professional contractor, it is seeking to satisfy diffused demand.

The most difficult consumer demand pattern for a marketer to satisfy is

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