Question 1

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

Accepted Answer

A) measurable 
B) accessible 
C) substantial 
D) actionable 
E) observable 
A) measurable 
B) accessible 
C) substantial 
D) actionable 
E) observable

Question 2

Demographic segmentation focuses on different marketing approaches for different time periods of people's lives and different family situations.

Accepted Answer

A) True 
 B)False

Question 3

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

Accepted Answer

A) True 
 B)False

Question 4

What are the four steps, in order, to designing a customer-driven marketing strategy?

Accepted Answer

A) market segmentation, differentiation, positioning, and targeting 
B) positioning, market segmentation, mass marketing, and targeting 
C) market segmentation, targeting, differentiation, and positioning 
D) market alignment, market segmentation, differentiation, and market positioning 
E) market recognition, market preference, market targeting, and market insistence 
A) market segmentation, differentiation, positioning, and targeting 
B) positioning, market segmentation, mass marketing, and targeting 
C) market segmentation, targeting, differentiation, and positioning 
D) market alignment, market segmentation, differentiation, and market positioning 
E) market recognition, market preference, market targeting, and market insistence

Question 5

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________.

Accepted Answer

A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable 
A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable

Question 6

In general, a company should enter only segments in which it can ________ and ________.

Accepted Answer

A) offer lower prices; ship faster 
B) offer superior value; gain advantages over competitors 
C) offer superior value; ship faster 
D) gain advantages over competitors; offer new products 
E) identify behaviours; understand spending power 
A) offer lower prices; ship faster 
B) offer superior value; gain advantages over competitors 
C) offer superior value; ship faster 
D) gain advantages over competitors; offer new products 
E) identify behaviours; understand spending power

Question 7

Which of the following best describes market segmentation?

Accepted Answer

A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy 
A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy

Question 8

Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.

Accepted Answer

A) True 
 B)False

Question 9

When might be the best time for a marketer to use geographic segmentation?

Accepted Answer

Geographic segmentation may be

Question 10

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors. Jaygo has gained a strong competitive advantage through which type of differentiation?

Accepted Answer

A) image 
B) people 
C) services 
D) product 
E) channel 
A) image 
B) people 
C) services 
D) product 
E) channel

Question 11

Consumers position products in their minds in order to simplify the buying process.

Accepted Answer

A) True 
 B)False

Question 12

At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.

Accepted Answer

A) True 
 B)False

Question 13

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________.

Accepted Answer

A) the elderly 
B) white-collar workers 
C) children 
D) multiple international markets 
E) suburban adults 
A) the elderly 
B) white-collar workers 
C) children 
D) multiple international markets 
E) suburban adults

Question 14

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

Accepted Answer

A) user status 
B) usage rate 
C) benefit 
D) behaviour 
E) loyalty status 
A) user status 
B) usage rate 
C) benefit 
D) behaviour 
E) loyalty status

Question 15

List three variables that may be used to segment both consumer and business markets.

Accepted Answer

Variables that apply to both c

Question 16

Pendergraff Pet Supplies divides the pet market according to the owners' ethnicity, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

Accepted Answer

A) geographic 
B) behavioural 
C) lifestyle 
D) demographic 
E) psychographic 
A) geographic 
B) behavioural 
C) lifestyle 
D) demographic 
E) psychographic

Question 17

Wealth TV is a channel that segments its market based on the household income levels of television viewers. This firm segments on what basis?

Accepted Answer

A) geographic segmentation 
B) demographic segmentation 
C) psychographic segmentation 
D) behavioural segmentation 
E) situational factors 
A) geographic segmentation 
B) demographic segmentation 
C) psychographic segmentation 
D) behavioural segmentation 
E) situational factors

Question 18

Why do marketers segment the market?

Accepted Answer

Marketers divide heterogeneous markets i

Question 19

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following applies to this type of marketing?

Accepted Answer

A) many-to-one 
B) mass customization 
C) markets-of-many 
D) concentrated 
E) mass modernization 
A) many-to-one 
B) mass customization 
C) markets-of-many 
D) concentrated 
E) mass modernization

Question 20

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

Accepted Answer

A) positioning statement 
B) service differentiation 
C) concentrated segmentation 
D) competitive advantage 
E) responsible target marketing 
A) positioning statement 
B) service differentiation 
C) concentrated segmentation 
D) competitive advantage 
E) responsible target marketing

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

Demographic segmentation focuses on different marketing approaches for different time periods of people's lives and different family situations.

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

What are the four steps, in order, to designing a customer-driven marketing strategy?

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________.

In general, a company should enter only segments in which it can and .

Which of the following best describes market segmentation?

Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.

When might be the best time for a marketer to use geographic segmentation?

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors. Jaygo has gained a strong competitive advantage through which type of differentiation?

Consumers position products in their minds in order to simplify the buying process.

At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________.

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

List three variables that may be used to segment both consumer and business markets.

Pendergraff Pet Supplies divides the pet market according to the owners' ethnicity, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

Wealth TV is a channel that segments its market based on the household income levels of television viewers. This firm segments on what basis?

Why do marketers segment the market?

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following applies to this type of marketing?

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

Exam 7: Segmentation, Targeting, and Positioning

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

Demographic segmentation focuses on different marketing approaches for different time periods of people's lives and different family situations.

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

What are the four steps, in order, to designing a customer-driven marketing strategy?

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________.

In general, a company should enter only segments in which it can ________ and ________.

Which of the following best describes market segmentation?

Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors.

When might be the best time for a marketer to use geographic segmentation?

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors. Jaygo has gained a strong competitive advantage through which type of differentiation?

Consumers position products in their minds in order to simplify the buying process.

At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. This is a correct definition.

From cereal and toys to fast food and fashion marketers have generated much controversy in recent years by their attempts to target ________.

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

List three variables that may be used to segment both consumer and business markets.

Pendergraff Pet Supplies divides the pet market according to the owners' ethnicity, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

Wealth TV is a channel that segments its market based on the household income levels of television viewers. This firm segments on what basis?

Why do marketers segment the market?

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following applies to this type of marketing?

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

In general, a company should enter only segments in which it can and .