Question 1

Which of the following is the most market-oriented approach to segmentation?

Accepted Answer

A)  Segmentation based on social class 
B)  Segmentation based on different customer lifestyles and purchasing habits 
C)  Segmentation based on geographic area 
D)  Segmentation based on the benefits that potential customers are seeking 
A)  Segmentation based on social class 
B)  Segmentation based on different customer lifestyles and purchasing habits 
C)  Segmentation based on geographic area 
D)  Segmentation based on the benefits that potential customers are seeking

Question 2

The group or market segment that a company selects to focus on is called the _____.

Accepted Answer

A)  differentiated market 
B)  customer profile 
C)  target market 
D)  business group 
A)  differentiated market 
B)  customer profile 
C)  target market 
D)  business group

Question 3

Dawson & Peters' new line of leather boots are marketed as the hottest fashion trend of the season.The company put up posters on billboards that featured several celebrities wearing the boots.The concept of the television ads was how wearing the boots could make you the envy of all those around you.According to the VALS™ framework,which of the following psychographic groups was Dawson & Peters targeting?

Accepted Answer

A)  Survivors 
B)  Strivers 
C)  Thinkers 
D)  Makers 
A)  Survivors 
B)  Strivers 
C)  Thinkers 
D)  Makers

Question 4

The ad for Concordia kitchen cabinets states,"For an exceptional look in cabinetry that you won't find anywhere else,buy Concordia cabinets." This is an example of positioning:

Accepted Answer

A)  based on superiority to competitive products. 
B)  in terms of superior product users. 
C)  based on being a cost-leader in the market. 
D)  relative to a product class. 
A)  based on superiority to competitive products. 
B)  in terms of superior product users. 
C)  based on being a cost-leader in the market. 
D)  relative to a product class.

Question 5

Thinkers,according to the VALS™ model,are motivated primarily by _____.

Accepted Answer

A)  self-expression 
B)  ideals 
C)  achievement 
D)  image 
A)  self-expression 
B)  ideals 
C)  achievement 
D)  image

Question 6

Vet Meds is the pharmaceutical branch of a large medical research centre for animals.Vet Meds often conducts surveys at veterinary hospitals and private clinics for animals to identify potential areas for improvisation and growth.The company noted that many domestic pet-owners reported finding it extremely difficult to give their dogs oral medications owing to the bitter taste of the medicines,which remained even when the medicines were mixed with food.In response to this finding,Vet Meds released oral medicines for dogs which came in various meat flavors.Vet Meds used which of the following segmentation approaches to satisfy consumer needs?

Accepted Answer

A)  Benefit segmentation 
B)  Psychographic segmentation 
C)  A priori segmentation 
D)  Social segmentation 
A)  Benefit segmentation 
B)  Psychographic segmentation 
C)  A priori segmentation 
D)  Social segmentation

Question 7

Chewies has been a favorite candy for many Southerners for years.The caramel,peanut,marshmallow and chocolate confectionaries are distributed through retail outlets in the South-Eastern regions of America.Its manufacturers recently started selling the candy through certain mail-order catalogs.Through previous research and experience,the marketing managers were able to use the _____ segmentation approach to gather information that would help determine the appropriate target groups for the mail-order catalogs for Chewies.

Accepted Answer

A)  a priori 
B)  a posteriori 
C)  post hoc 
D)  mass market 
A)  a priori 
B)  a posteriori 
C)  post hoc 
D)  mass market

Question 8

The 2002 promotional campaign for a line of cruises by Celebration emphasized the various activities,such as hang gliding,mountaineering,hiking,and scuba diving that people taking any of the Celebration cruises could participate in.The cruise line was trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.Which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal to the most?

Accepted Answer

A)  Survivors 
B)  Believers 
C)  Experiencers 
D)  Thinkers 
A)  Survivors 
B)  Believers 
C)  Experiencers 
D)  Thinkers

Question 9

While churches are still places for traditional religious ceremonies and training,some churches are trying to reach new segments of the population by offering music-based services,youth-led services,and televised services.Churches are using positioning:

Accepted Answer

A)  based on superiority to competitive products. 
B)  in terms of superior product users. 
C)  relative to the position of their competitors. 
D)  by use or application. 
A)  based on superiority to competitive products. 
B)  in terms of superior product users. 
C)  relative to the position of their competitors. 
D)  by use or application.

Question 10

A positioning map is:

Accepted Answer

A)  constructed by surveying customers about various product attributes and developing dimensions and a graph indicating the relative position of competitors. 
B)  used solely with benefit segmentation and includes an assessment of lifestyle choices based on activities, interests, and opinions. 
C)  implemented when marketers want to differentiate between the Young Digerati, Cosmopolitans, and American dreams. 
D)  an indication of the number of experiencers and strivers within a geographic area based on PRIZM analysis. 
A)  constructed by surveying customers about various product attributes and developing dimensions and a graph indicating the relative position of competitors. 
B)  used solely with benefit segmentation and includes an assessment of lifestyle choices based on activities, interests, and opinions. 
C)  implemented when marketers want to differentiate between the Young Digerati, Cosmopolitans, and American dreams. 
D)  an indication of the number of experiencers and strivers within a geographic area based on PRIZM analysis.

Question 11

Gable Brothers,Inc.is trying to find viable market for its new brand fountain pen.After conducting a psychographic segmentation,it found that the segment of potential consumers is so small that the volume in sales would not be profitable for the company.Therefore,top management has decided to not release the product into the market.Which of the following stages of the market segmentation process is the company currently in?

Accepted Answer

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

Question 12

Clear Spring is a brand of bottled that is marketed as a much better product than Cool Blue,which is a competing brand of bottled water.The Clear Spring brand of bottled water is positioned:

Accepted Answer

A)  by use or application. 
B)  in terms of particular types of product users. 
C)  relative to a product class. 
D)  directly against a particular competitor. 
A)  by use or application. 
B)  in terms of particular types of product users. 
C)  relative to a product class. 
D)  directly against a particular competitor.

Question 13

Which of the approaches to market segmentation is highly consistent with the approach to marketing suggested by the marketing concept?

Accepted Answer

A)  Geodemographic segmentation 
B)  Psychographic segmentation 
C)  Benefit segmentation 
D)  Social segmentation 
A)  Geodemographic segmentation 
B)  Psychographic segmentation 
C)  Benefit segmentation 
D)  Social segmentation

Question 14

The second step in the market segmentation process involves determining the_____.

Accepted Answer

A)  relevant dimensions for market segmentation 
B)  product positioning strategy to be used 
C)  consumer needs and wants 
D)  marketing mix strategy 
A)  relevant dimensions for market segmentation 
B)  product positioning strategy to be used 
C)  consumer needs and wants 
D)  marketing mix strategy

Question 15

Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of conducting a research study on a market.

Accepted Answer

A)  A priori segmentation approach 
B)  Post hoc segmentation approach 
C)  Empirical approach 
D)  Psychographic approach 
A)  A priori segmentation approach 
B)  Post hoc segmentation approach 
C)  Empirical approach 
D)  Psychographic approach

Question 16

According to the VALS™ framework,which of the following psychographic groups may be motivated by any of the three motivations of achievement,self-expression,and ideals?

Accepted Answer

A)  Innovators 
B)  Survivor 
C)  Achiever 
D)  Striver 
A)  Innovators 
B)  Survivor 
C)  Achiever 
D)  Striver

Question 17

The _____ of the VALS™ framework segments people based on the degree to which they are innovative and have requisite resources.

Accepted Answer

A)  horizontal dimension 
B)  social groups 
C)  vertical dimension 
D)  primary motivation dimension 
A)  horizontal dimension 
B)  social groups 
C)  vertical dimension 
D)  primary motivation dimension

Question 18

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)for the firm to serve is called _____.

Accepted Answer

A)  test marketing 
B)  mass marketing 
C)  market segmentation 
D)  marketing communication 
A)  test marketing 
B)  mass marketing 
C)  market segmentation 
D)  marketing communication

Question 19

According to the VALS™ framework,consumers categorized as experiences and makers are motivated primarily by _____.

Accepted Answer

A)  ideals 
B)  achievement 
C)  role models 
D)  self-expression 
A)  ideals 
B)  achievement 
C)  role models 
D)  self-expression

Question 20

A meaningful segment is one that:

Accepted Answer

A)  is large enough to offer long-run profits for the firm. 
B)  has a well-defined geodemographic profile. 
C)  can be reached and served by direct marketers in an efficient manner. 
D)  is driven by the desire for instant gratification. 
A)  is large enough to offer long-run profits for the firm. 
B)  has a well-defined geodemographic profile. 
C)  can be reached and served by direct marketers in an efficient manner. 
D)  is driven by the desire for instant gratification.

Which of the following is the most market-oriented approach to segmentation?

The group or market segment that a company selects to focus on is called the _____.

The ad for Concordia kitchen cabinets states,"For an exceptional look in cabinetry that you won't find anywhere else,buy Concordia cabinets." This is an example of positioning:

Thinkers,according to the VALS™ model,are motivated primarily by _____.

While churches are still places for traditional religious ceremonies and training,some churches are trying to reach new segments of the population by offering music-based services,youth-led services,and televised services.Churches are using positioning:

A positioning map is:

Clear Spring is a brand of bottled that is marketed as a much better product than Cool Blue,which is a competing brand of bottled water.The Clear Spring brand of bottled water is positioned:

Which of the approaches to market segmentation is highly consistent with the approach to marketing suggested by the marketing concept?

The second step in the market segmentation process involves determining the_____.

Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of conducting a research study on a market.

According to the VALS™ framework,which of the following psychographic groups may be motivated by any of the three motivations of achievement,self-expression,and ideals?

The _____ of the VALS™ framework segments people based on the degree to which they are innovative and have requisite resources.

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)for the firm to serve is called _____.

According to the VALS™ framework,consumers categorized as experiences and makers are motivated primarily by _____.

A meaningful segment is one that:

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

Which of the following is the most market-oriented approach to segmentation?

The group or market segment that a company selects to focus on is called the _____.

The ad for Concordia kitchen cabinets states,"For an exceptional look in cabinetry that you won't find anywhere else,buy Concordia cabinets." This is an example of positioning:

Thinkers,according to the VALS™ model,are motivated primarily by _____.

While churches are still places for traditional religious ceremonies and training,some churches are trying to reach new segments of the population by offering music-based services,youth-led services,and televised services.Churches are using positioning:

A positioning map is:

Clear Spring is a brand of bottled that is marketed as a much better product than Cool Blue,which is a competing brand of bottled water.The Clear Spring brand of bottled water is positioned:

Which of the approaches to market segmentation is highly consistent with the approach to marketing suggested by the marketing concept?

The second step in the market segmentation process involves determining the_____.

Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of conducting a research study on a market.

According to the VALS™ framework,which of the following psychographic groups may be motivated by any of the three motivations of achievement,self-expression,and ideals?

The _____ of the VALS™ framework segments people based on the degree to which they are innovative and have requisite resources.

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)for the firm to serve is called _____.

According to the VALS™ framework,consumers categorized as experiences and makers are motivated primarily by _____.

A meaningful segment is one that:

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