Exam 3: Market Segmentation and Strategic Targeting

In reference to consumer characteristics, can be determined from direct questioning and categorized by a simple objective measure,whereas are abstract and can be determined only through more complex questioning.

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(Multiple Choice)

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Question 1

Correct Answer:

Verified

Describe the VALS typology.How does it segment the population?

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(Essay)

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Question 2

Correct Answer:

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The VALS typology classifies the population into 8 distinctive segments based on consumer responses to attitudinal and demographic questions.The system identifies three primary motivations: the ideals motivated,the achievement motivated,and the self-expression motivated.Each of these three major self-motivations represents distinct attitudes,lifestyles,and decision-making styles.

A recent study found that individuals who purchase their magazines at newsstands are more active consumers and are more receptive to advertising than consumers who subscribe to the same magazines.Advertisers that segment consumers based on where they purchase their magazines are practicing usage situation segmentation.

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(True/False)

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Question 3

Correct Answer:

Verified

True

Psychographic studies generally use ________ to gauge respondents' level of agreement or disagreement with statements selected from a psychographic inventory.

(Multiple Choice)

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Question 4

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation. -In the CRUISE MINI CASE,Sunshine has developed a new cruise offering and is targeting a single,specific segment with a single marketing message.This is an example of ________.

(Multiple Choice)

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Question 5

________ represent unfilled consumer needs and can be used to develop a positioning approach.

(Multiple Choice)

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Question 6

One advantage of segmented marketing is that it costs less in terms of advertising campaign costs and production costs of a standardized product.

(True/False)

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Question 7

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.When shopping and evaluating prices and discounts,switchers are more likely to respond to ________ than other segments.

(Multiple Choice)

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Question 8

When trying to sell the same product to every prospective customer with a single advertising campaign,the marketer must portray its product as a means for satisfying a common or generic need and,therefore,often ends up appealing to nearly no one.

(True/False)

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Question 9

The traditional family life cycle will go through the following stages: bachelorhood,honeymooners,parenthood,post-parenthood and dissolution.

(True/False)

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Question 10

The market for toothpaste is a classic case of successful ________ segmentation.If consumers are socially active,they want a toothpaste that can deliver white teeth and fresh breath; if they smoke,they want one that fights stains; if they want to prevent disease,they want one that will fight germs.

(Multiple Choice)

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Question 11

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear. -In the RENTAL CAR MINI CASE,Rosetta exercises ________ when it stocks large numbers of bigger cars in Colorado.

(Multiple Choice)

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Question 12

Culturally distinct segments are rarely prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

(True/False)

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Question 13

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide.It specifically targets vacationers and advertises in travel magazines and through travel web sites with a campaign that emphasizes its quality customer service and well-maintained cars.Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake.For example, Rosetta stocks more convertible cars in its warm California lots than in New York.Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear. -In the RENTAL CAR MINI CASE,Rosetta focuses on vacation travelers,as opposed to business travelers.Dividing the market in this way is known as ________.

(Multiple Choice)

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Question 14

As a base for market segmentation,________ is/are commonly computed as a weighted index of education,occupation,and income.

(Multiple Choice)

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Question 15

Advertising for Hefty One Zip Bags emphasize "peace of mind." Eclipse gum stresses "fresh breath." They are two companies trying to attract customers on the basis of ________ segmentation.

(Multiple Choice)

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Question 16

Geographic characteristics serve as the core of almost all segmentations.

(True/False)

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Question 17

Marriott operates 13 lodging brands,such as Fairfield Inn,Residence Inn,and Marriott Resorts.This is an example of Marriott adopting a mass marketing strategy.

(True/False)

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Question 18

The practice of transmitting individualized messages using e-mail,mobile devices,and even door-to-door presentations to deliver personalized messages to individuals is known as ________.

(Multiple Choice)

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Question 19

Psychographic research is commonly referred to as lifestyle analysis.

(True/False)

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Question 20

Showing 1 - 20 of 108

In reference to consumer characteristics, can be determined from direct questioning and categorized by a simple objective measure,whereas are abstract and can be determined only through more complex questioning.

Describe the VALS typology.How does it segment the population?

Psychographic studies generally use ________ to gauge respondents' level of agreement or disagreement with statements selected from a psychographic inventory.

________ represent unfilled consumer needs and can be used to develop a positioning approach.

One advantage of segmented marketing is that it costs less in terms of advertising campaign costs and production costs of a standardized product.

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.When shopping and evaluating prices and discounts,switchers are more likely to respond to ________ than other segments.

When trying to sell the same product to every prospective customer with a single advertising campaign,the marketer must portray its product as a means for satisfying a common or generic need and,therefore,often ends up appealing to nearly no one.

The traditional family life cycle will go through the following stages: bachelorhood,honeymooners,parenthood,post-parenthood and dissolution.

The market for toothpaste is a classic case of successful ________ segmentation.If consumers are socially active,they want a toothpaste that can deliver white teeth and fresh breath; if they smoke,they want one that fights stains; if they want to prevent disease,they want one that will fight germs.

Culturally distinct segments are rarely prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

As a base for market segmentation,________ is/are commonly computed as a weighted index of education,occupation,and income.

Advertising for Hefty One Zip Bags emphasize "peace of mind." Eclipse gum stresses "fresh breath." They are two companies trying to attract customers on the basis of ________ segmentation.

Geographic characteristics serve as the core of almost all segmentations.

Marriott operates 13 lodging brands,such as Fairfield Inn,Residence Inn,and Marriott Resorts.This is an example of Marriott adopting a mass marketing strategy.

The practice of transmitting individualized messages using e-mail,mobile devices,and even door-to-door presentations to deliver personalized messages to individuals is known as ________.

Psychographic research is commonly referred to as lifestyle analysis.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Exam 3: Market Segmentation and Strategic Targeting

In reference to consumer characteristics,________ can be determined from direct questioning and categorized by a simple objective measure,whereas ________ are abstract and can be determined only through more complex questioning.

Describe the VALS typology.How does it segment the population?

Psychographic studies generally use ________ to gauge respondents' level of agreement or disagreement with statements selected from a psychographic inventory.

________ represent unfilled consumer needs and can be used to develop a positioning approach.

One advantage of segmented marketing is that it costs less in terms of advertising campaign costs and production costs of a standardized product.

Some marketers target consumers who show no brand loyalty in the belief that they represent greater market potential than consumers who are brand loyal.When shopping and evaluating prices and discounts,switchers are more likely to respond to ________ than other segments.

When trying to sell the same product to every prospective customer with a single advertising campaign,the marketer must portray its product as a means for satisfying a common or generic need and,therefore,often ends up appealing to nearly no one.

The traditional family life cycle will go through the following stages: bachelorhood,honeymooners,parenthood,post-parenthood and dissolution.

The market for toothpaste is a classic case of successful ________ segmentation.If consumers are socially active,they want a toothpaste that can deliver white teeth and fresh breath; if they smoke,they want one that fights stains; if they want to prevent disease,they want one that will fight germs.

Culturally distinct segments are rarely prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

As a base for market segmentation,________ is/are commonly computed as a weighted index of education,occupation,and income.

Advertising for Hefty One Zip Bags emphasize "peace of mind." Eclipse gum stresses "fresh breath." They are two companies trying to attract customers on the basis of ________ segmentation.

Geographic characteristics serve as the core of almost all segmentations.

Marriott operates 13 lodging brands,such as Fairfield Inn,Residence Inn,and Marriott Resorts.This is an example of Marriott adopting a mass marketing strategy.

The practice of transmitting individualized messages using e-mail,mobile devices,and even door-to-door presentations to deliver personalized messages to individuals is known as ________.

Psychographic research is commonly referred to as lifestyle analysis.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

In reference to consumer characteristics, can be determined from direct questioning and categorized by a simple objective measure,whereas are abstract and can be determined only through more complex questioning.