Question 1

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 2

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 3

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 4

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.

Question 5

Which of the following describes the function of geodemographic segmentation?

Accepted Answer

A)  It stresses the belief that the benefits people are seeking in consuming a given product are the basic reasons for the existence of true market segments 
B)  It identifies the specific households in a market, by focusing on local neighborhood geography and creates classifications of neighborhoods where people live and shop. 
C)  It determines the type of lifestyles that consumers have by asking them about their activities, interests and opinions. 
D)  It identifies the consumers' primary motivations and whether they are driven by ideals, achievement, and/or self-expression. 
A)  It stresses the belief that the benefits people are seeking in consuming a given product are the basic reasons for the existence of true market segments 
B)  It identifies the specific households in a market, by focusing on local neighborhood geography and creates classifications of neighborhoods where people live and shop. 
C)  It determines the type of lifestyles that consumers have by asking them about their activities, interests and opinions. 
D)  It identifies the consumers' primary motivations and whether they are driven by ideals, achievement, and/or self-expression.

Question 6

Danko,Inc.has manufactured a new line of wristwatches that can withstand extreme conditions,such as below freezing temperatures.The watches are also waterproof and heat-resistant.The company is marketing these watches specifically to adventurers and extreme sports enthusiasts,such as mountain climbers and scuba divers.Danko positioned their line of wristwatches:

Accepted Answer

A)  in terms of particular types of product users. 
B)  in terms of superiority to competing products. 
C)  relative to a particular product class. 
D)  directly against a particular competitor. 
A)  in terms of particular types of product users. 
B)  in terms of superiority to competing products. 
C)  relative to a particular product class. 
D)  directly against a particular competitor.

Question 7

MicroBionics manufactures digital hearing aids,which unlike analog hearing aids,can be programmed to mask out external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.Target market opportunities exist within the maturing baby boomer segment.One challenge that the company faces lies in the existence of a competing and well-established brand called BelTone.In terms of the market segmentation process,MicroBionics has completed which of the following steps?

Accepted Answer

A)  Development of the product positioning strategy 
B)  Delineation of the firm's current position 
C)  Division of the market on relevant segmentation variables 
D)  Design of the marketing mix strategy 
A)  Development of the product positioning strategy 
B)  Delineation of the firm's current position 
C)  Division of the market on relevant segmentation variables 
D)  Design of the marketing mix strategy

Question 8

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 9

An entrepreneur has developed a self-service soda-bottling machine.Customers can fill their own plastic soda bottles with 18 regular and diet flavors by placing empty bottles under a nozzle,depositing coin and punching a series of buttons.The machine dispenses the requested soda and a bar-coded dietary information sticker,which the customer places on the bottle.The entrepreneur must now determine where to locate the machines by studying the market and then grouping outlets on the basis of her research findings.This is an example of the _____ segmentation approach.

Accepted Answer

A)  psychographic segmentation 
B)  a priori segmentation 
C)  mass market segmentation 
D)  post hoc segmentation 
A)  psychographic segmentation 
B)  a priori segmentation 
C)  mass market segmentation 
D)  post hoc segmentation

Question 10

Which of the following statements is true about a firm's decision to "mass market" a product?

Accepted Answer

A)  This decision considers a market segmentation analysis to be an optional requirement. 
B)  This decision should be reached only after a market segmentation analysis has been conducted. 
C)  This decision requires that a company selects a target market first. 
D)  This decision can be reached only after the firm develops the marketing mix. 
A)  This decision considers a market segmentation analysis to be an optional requirement. 
B)  This decision should be reached only after a market segmentation analysis has been conducted. 
C)  This decision requires that a company selects a target market first. 
D)  This decision can be reached only after the firm develops the marketing mix.

Question 11

Which of the following constitutes a viable market segment?

Accepted Answer

A)  A particular group of consumers who have varying needs and wants from the offerings of the firm 
B)  A particular group of consumers of a single item who can be served profitably by a firm 
C)  A group of products and services that can be mass marketed profitably by a firm 
D)  A large geographic area where consumer of all the different social classes live and shop 
A)  A particular group of consumers who have varying needs and wants from the offerings of the firm 
B)  A particular group of consumers of a single item who can be served profitably by a firm 
C)  A group of products and services that can be mass marketed profitably by a firm 
D)  A large geographic area where consumer of all the different social classes live and shop

Question 12

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 13

Which of the following steps would a company undertake after it has determined the basic segments of the market that could potentially be satisfied with its product?

Accepted Answer

A)  Developing the product positioning plan 
B)  Deciding the segmentation strategy 
C)  Designing the marketing mix strategy 
D)  Determining the product mix 
A)  Developing the product positioning plan 
B)  Deciding the segmentation strategy 
C)  Designing the marketing mix strategy 
D)  Determining the product mix

Question 14

"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 15

A company is entering the deodorant market.Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers,light users,or heavy users of deodorants.Which of the following approaches to segmentation is the company using?

Accepted Answer

A)  A priori segmentation 
B)  Empirical segmentation 
C)  Post hoc segmentation 
D)  A posteriori segmentation 
A)  A priori segmentation 
B)  Empirical segmentation 
C)  Post hoc segmentation 
D)  A posteriori segmentation

Question 16

According to the VALS™ framework,the _____ are consumers who are change leaders and are most receptive to new ideas and technologies.

Accepted Answer

A)  innovators 
B)  survivors 
C)  thinkers 
D)  believers 
A)  innovators 
B)  survivors 
C)  thinkers 
D)  believers

Question 17

The best-known psychographic segmentation called _____,was originally developed in the 1970s.

Accepted Answer

A)  AIO 
B)  VALS 
C)  ZIP 
D)  PRIZM 
A)  AIO 
B)  VALS 
C)  ZIP 
D)  PRIZM

Question 18

Altron Herbals is trying to market a new sunscreen lotion.In order to find out which segment of the market they should target,they have prepared a questionnaire that asks potential consumers about lifestyles,especially their activities,interests,and opinions.Based on their answers,the consumers are grouped into separate categories.Which of the following market segmentation approaches has Altron used in this scenario?

Accepted Answer

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

Question 19

_____ 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 20

In which of the following stages does a firm decide not to enter the market after conducting a suitable analysis of the viability of the market?

Accepted Answer

A)  Developing product positioning 
B)  Dividing the market on relevant dimensions 
C)  Determining consumer needs and wants 
D)  Deciding the segmentation strategy 
A)  Developing product positioning 
B)  Dividing the market on relevant dimensions 
C)  Determining consumer needs and wants 
D)  Deciding the segmentation strategy

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

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?

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

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

Which of the following describes the function of geodemographic segmentation?

Which of the following statements is true about a firm's decision to "mass market" a product?

Which of the following constitutes a viable market segment?

Which of the following steps would a company undertake after it has determined the basic segments of the market that could potentially be satisfied with its product?

"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.

A company is entering the deodorant market.Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers,light users,or heavy users of deodorants.Which of the following approaches to segmentation is the company using?

According to the VALS™ framework,the _____ are consumers who are change leaders and are most receptive to new ideas and technologies.

The best-known psychographic segmentation called _____,was originally developed in the 1970s.

_____ 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.

In which of the following stages does a firm decide not to enter the market after conducting a suitable analysis of the viability of the market?

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

Portfolio Models

Filters

Exam 5: Market Segmentation

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

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?

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

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

Which of the following describes the function of geodemographic segmentation?

Which of the following statements is true about a firm's decision to "mass market" a product?

Which of the following constitutes a viable market segment?

Which of the following steps would a company undertake after it has determined the basic segments of the market that could potentially be satisfied with its product?

"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.

A company is entering the deodorant market.Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers,light users,or heavy users of deodorants.Which of the following approaches to segmentation is the company using?

According to the VALS™ framework,the _____ are consumers who are change leaders and are most receptive to new ideas and technologies.

The best-known psychographic segmentation called _____,was originally developed in the 1970s.

_____ 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.

In which of the following stages does a firm decide not to enter the market after conducting a suitable analysis of the viability of the market?

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

Portfolio Models

Filters