Question 1

What are the two commonly used approaches for segmenting markets?

Accepted Answer

A)  Benefit segmentation and psychographic segmentation 
B)  Advertising segmentation and financial segmentation 
C)  Nonprofit segmentation and profit segmentation 
D)  Mass marketing segmentation and geodemographic segmentation 
A)  Benefit segmentation and psychographic segmentation 
B)  Advertising segmentation and financial segmentation 
C)  Nonprofit segmentation and profit segmentation 
D)  Mass marketing segmentation and geodemographic segmentation

Question 2

The Hector & Gable Corporation conducted a research study that found that vacuum brick-packs of coffee sell much better in the urban uptown than coffee that is canned.As a result,Hector & Gable repackaged their Danver brand of coffee for the urban uptown and developed an advertising campaign to market them to the region.Sales of Danver coffee in this region were found to have increased by 32 percent.In this example,Hector & Gable used _____ segmentation to market its coffee.

Accepted Answer

A)  mass marketing 
B)  psychographic 
C)  person/situation 
D)  geodemographic 
A)  mass marketing 
B)  psychographic 
C)  person/situation 
D)  geodemographic

Question 3

A new variant of tea that is higher in antioxidant content is being targeted at consumers who are health conscious and seek organic food products by retailing them in stores that sell organic food products only.This is an example of the _____ segmentation approach.

Accepted Answer

A)  a priori 
B)  a posteriori 
C)  post hoc 
D)  de facto 
A)  a priori 
B)  a posteriori 
C)  post hoc 
D)  de facto

Question 4

What assumption is the Nielsen PRIZM system based on?

Accepted Answer

A)  Consumer lifestyles remain constant throughout different geodemographic segments of consumers, making geodemographic segmentation less effective. 
B)  Consumers in particular neighborhoods are similar in many respects and the best prospects are those who actually use a product or other consumers like them. 
C)  Implementation and control of the marketing plan requires segmentation based on psychographic lines. 
D)  Achievement-oriented targets need to be made in order to increase sales of an organization. 
A)  Consumer lifestyles remain constant throughout different geodemographic segments of consumers, making geodemographic segmentation less effective. 
B)  Consumers in particular neighborhoods are similar in many respects and the best prospects are those who actually use a product or other consumers like them. 
C)  Implementation and control of the marketing plan requires segmentation based on psychographic lines. 
D)  Achievement-oriented targets need to be made in order to increase sales of an organization.

Question 5

For a segment to be measurable,the firm must be able to measure its:

Accepted Answer

A)  homogeneous preferences. 
B)  size and characteristics. 
C)  postpurchase satisfaction. 
D)  potential for test marketing. 
A)  homogeneous preferences. 
B)  size and characteristics. 
C)  postpurchase satisfaction. 
D)  potential for test marketing.

Question 6

When embarking on a new or modified marketing program,a company should conduct a(n)_____ first.

Accepted Answer

A)  a priori segmentation analysis 
B)  mixed contingency analysis 
C)  complete situational analysis 
D)  vendor analysis 
A)  a priori segmentation analysis 
B)  mixed contingency analysis 
C)  complete situational analysis 
D)  vendor analysis

Question 7

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

Accepted Answer

A)  mass market 
B)  post hoc 
C)  psychographic 
D)  geodemographic 
A)  mass market 
B)  post hoc 
C)  psychographic 
D)  geodemographic

Question 8

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers.

Accepted Answer

A)  marketers and sales people 
B)  marketing communication 
C)  integrated marketing systems 
D)  a single product item 
A)  marketers and sales people 
B)  marketing communication 
C)  integrated marketing systems 
D)  a single product item

Question 9

In which of the following stages of the market segmentation process would a firm need to decide whether to use a post hoc or a priori approach to segmenting a market?

Accepted Answer

A)  Determining customer needs and wants 
B)  Delineating the firm's current situation 
C)  Dividing markets on relevant dimensions 
D)  Deciding a segmentation strategy 
A)  Determining customer needs and wants 
B)  Delineating the firm's current situation 
C)  Dividing markets on relevant dimensions 
D)  Deciding a segmentation strategy

Question 10

_____ refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then,the size of each of these groups and demographic and psychographic profiles are determined.

Accepted Answer

A)  Post hoc segmentation 
B)  Empirical segmentation 
C)  Benefit segmentation 
D)  Psychographic segmentation 
A)  Post hoc segmentation 
B)  Empirical segmentation 
C)  Benefit segmentation 
D)  Psychographic segmentation

Question 11

What is the function of the Nielsen PRIZM?

Accepted Answer

A)  It is a system that provides studies enabling clients to understand and improve the position of their technology, brands, products, media, or channels. 
B)  It is a form of psychographic segmentation that classifies consumers according to their lifestyles and predicted behavior. 
C)  It is a form of geodemographic segmentation that classifies every U.S. neighborhood into one of 14 groups. 
D)  It is a type of mass marketing strategy based on the benefits that consumers want from the products they purchase. 
A)  It is a system that provides studies enabling clients to understand and improve the position of their technology, brands, products, media, or channels. 
B)  It is a form of psychographic segmentation that classifies consumers according to their lifestyles and predicted behavior. 
C)  It is a form of geodemographic segmentation that classifies every U.S. neighborhood into one of 14 groups. 
D)  It is a type of mass marketing strategy based on the benefits that consumers want from the products they purchase.

Question 12

Which of the following observations about geodemographic segmentation is true?

Accepted Answer

A)  It identifies specific individuals or households within a market. 
B)  It creates classifications of actual, addressable, mappable neighborhoods where consumers live and shop. 
C)  It is primarily based on the assumption that consumers in a particular neighborhood vary in many respects and lack similar consumption patterns. 
D)  It identifies consumer needs and wants in new markets and for new products as existing markets are saturated. 
A)  It identifies specific individuals or households within a market. 
B)  It creates classifications of actual, addressable, mappable neighborhoods where consumers live and shop. 
C)  It is primarily based on the assumption that consumers in a particular neighborhood vary in many respects and lack similar consumption patterns. 
D)  It identifies consumer needs and wants in new markets and for new products as existing markets are saturated.

Question 13

What does the horizontal dimension of the VALS™ framework represent?

Accepted Answer

A)  Secondary needs 
B)  Resources 
C)  Consumer needs 
D)  Primary motivation 
A)  Secondary needs 
B)  Resources 
C)  Consumer needs 
D)  Primary motivation

Question 14

According to VALS™,_____ are the type of consumers that have few resources,are more concerned with safety and security,and do not show a very strong primary motivation.

Accepted Answer

A)  achievers 
B)  strivers 
C)  makers 
D)  survivors 
A)  achievers 
B)  strivers 
C)  makers 
D)  survivors

Question 15

Which of the following is the last stage of the market segmentation process?

Accepted Answer

A)  Delineating the firm's current situation 
B)  Deciding the marketing mix strategy 
C)  Dividing markets on relevant dimensions 
D)  Developing product positioning 
A)  Delineating the firm's current situation 
B)  Deciding the marketing mix strategy 
C)  Dividing markets on relevant dimensions 
D)  Developing product positioning

Question 16

Which of the following statements about psychographic segmentation is true?

Accepted Answer

A)  Psychographic segmentation is a form of benefit segmentation. 
B)  Psychographic segmentation typically follows the a priori model of segmentation. 
C)  Psychographic segmentation focuses exclusively on the benefits sought by the consumer. 
D)  Psychographic segmentation focuses on consumer lifestyles, activities, and interests. 
A)  Psychographic segmentation is a form of benefit segmentation. 
B)  Psychographic segmentation typically follows the a priori model of segmentation. 
C)  Psychographic segmentation focuses exclusively on the benefits sought by the consumer. 
D)  Psychographic segmentation focuses on consumer lifestyles, activities, and interests.

Question 17

In the market segmentation step involving the study of consumer needs and wants,it is advisable for a company to _____.

Accepted Answer

A)  forego undiscovered needs even if it possesses adequate venture capital to uncover them 
B)  transcend the barriers that the industry places upon its range of need satisfaction activities 
C)  use this step for generation for theoretical strategies, rather than operational concepts 
D)  modify or enhance offerings with relevant changes in technology for practical benefit 
A)  forego undiscovered needs even if it possesses adequate venture capital to uncover them 
B)  transcend the barriers that the industry places upon its range of need satisfaction activities 
C)  use this step for generation for theoretical strategies, rather than operational concepts 
D)  modify or enhance offerings with relevant changes in technology for practical benefit

Question 18

Which of the following statements about market segmentation is true?

Accepted Answer

A)  Market segmentation is the process of dividing an organization's products into different product classes according to their features for sale through a mass marketing mechanism. 
B)  The decision to mass market a product does not require any market segmentation analysis. 
C)  The first step in market segmentation is to develop an appropriate product positioning strategy. 
D)  During market segmentation, consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market. 
A)  Market segmentation is the process of dividing an organization's products into different product classes according to their features for sale through a mass marketing mechanism. 
B)  The decision to mass market a product does not require any market segmentation analysis. 
C)  The first step in market segmentation is to develop an appropriate product positioning strategy. 
D)  During market segmentation, consumers are grouped on the basis of one or more similarities and treated as a homogeneous segment of a heterogeneous total market.

Question 19

Three important criteria on which to base a segmentation strategy decision are that a viable segment must be:

Accepted Answer

A)  continual, presentable, and restricted. 
B)  measurable, meaningful, and marketable. 
C)  political, cultural, and assured. 
D)  prestigious, non-deceptive, and demographic. 
A)  continual, presentable, and restricted. 
B)  measurable, meaningful, and marketable. 
C)  political, cultural, and assured. 
D)  prestigious, non-deceptive, and demographic.

Question 20

Consumer attitudes,preferences,and benefits sought that are determined through marketing research:

Accepted Answer

A)  are commonly used as operational concepts for segmentation purposes. 
B)  are directly translated into theoretical concepts about target market markets. 
C)  need not always be aligned with the organization's overall strategic objectives. 
D)  are unaffected by external factors like development of new technology or nature of the industry. 
A)  are commonly used as operational concepts for segmentation purposes. 
B)  are directly translated into theoretical concepts about target market markets. 
C)  need not always be aligned with the organization's overall strategic objectives. 
D)  are unaffected by external factors like development of new technology or nature of the industry.

What are the two commonly used approaches for segmenting markets?

A new variant of tea that is higher in antioxidant content is being targeted at consumers who are health conscious and seek organic food products by retailing them in stores that sell organic food products only.This is an example of the _____ segmentation approach.

What assumption is the Nielsen PRIZM system based on?

For a segment to be measurable,the firm must be able to measure its:

When embarking on a new or modified marketing program,a company should conduct a(n)_____ first.

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers.

In which of the following stages of the market segmentation process would a firm need to decide whether to use a post hoc or a priori approach to segmenting a market?

_____ refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then,the size of each of these groups and demographic and psychographic profiles are determined.

What is the function of the Nielsen PRIZM?

Which of the following observations about geodemographic segmentation is true?

What does the horizontal dimension of the VALS™ framework represent?

According to VALS™,_____ are the type of consumers that have few resources,are more concerned with safety and security,and do not show a very strong primary motivation.

Which of the following is the last stage of the market segmentation process?

Which of the following statements about psychographic segmentation is true?

In the market segmentation step involving the study of consumer needs and wants,it is advisable for a company to _____.

Which of the following statements about market segmentation is true?

Three important criteria on which to base a segmentation strategy decision are that a viable segment must be:

Consumer attitudes,preferences,and benefits sought that are determined through marketing research:

Strategic Planning and the Marketing Management Process

Marketing Research: Process and Systems for Decision Making

Consumer Behavior

Business, government, and Institutional Buying

Product and Brand Strategy

New Product Planning and Development

Integrated Marketing Communications

Personal Selling, relationship Building, and Sales Management

Distribution Strategy

Pricing Strategy

The Marketing of Services

Global Marketing

Appendix: Portfolio Models

Filters

Exam 5: Market Segmentation

What are the two commonly used approaches for segmenting markets?

A new variant of tea that is higher in antioxidant content is being targeted at consumers who are health conscious and seek organic food products by retailing them in stores that sell organic food products only.This is an example of the _____ segmentation approach.

What assumption is the Nielsen PRIZM system based on?

For a segment to be measurable,the firm must be able to measure its:

When embarking on a new or modified marketing program,a company should conduct a(n)_____ first.

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers.

In which of the following stages of the market segmentation process would a firm need to decide whether to use a post hoc or a priori approach to segmenting a market?

_____ refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then,the size of each of these groups and demographic and psychographic profiles are determined.

What is the function of the Nielsen PRIZM?

Which of the following observations about geodemographic segmentation is true?

What does the horizontal dimension of the VALS™ framework represent?

According to VALS™,_____ are the type of consumers that have few resources,are more concerned with safety and security,and do not show a very strong primary motivation.

Which of the following is the last stage of the market segmentation process?

Which of the following statements about psychographic segmentation is true?

In the market segmentation step involving the study of consumer needs and wants,it is advisable for a company to _____.

Which of the following statements about market segmentation is true?

Three important criteria on which to base a segmentation strategy decision are that a viable segment must be:

Consumer attitudes,preferences,and benefits sought that are determined through marketing research:

Strategic Planning and the Marketing Management Process

Marketing Research: Process and Systems for Decision Making

Consumer Behavior

Business, government, and Institutional Buying

Product and Brand Strategy

New Product Planning and Development

Integrated Marketing Communications

Personal Selling, relationship Building, and Sales Management

Distribution Strategy

Pricing Strategy

The Marketing of Services

Global Marketing

Appendix: Portfolio Models

Filters