Question 1

Clustering techniques try to find similar patterns within sets of data.

Accepted Answer

A) True 
 B)False

Question 2

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on

Accepted Answer

A) income. 
B) education. 
C) rate of use. 
D) ethnicity. 
E) age. 
A) income. 
B) education. 
C) rate of use. 
D) ethnicity. 
E) age.

Question 3

A food processing company considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters,the health faddists,and the nutrition-conscious parents.It developed a marketing mix around a line of good-tasting,nutritious children's snacks.The firm is apparently

Accepted Answer

A) relying on cluster analysis techniques. 
B) using a multiple target market approach. 
C) using a single target market approach. 
D) using a combined target market approach. 
E) ignoring the criteria that good market segments should be operational. 
A) relying on cluster analysis techniques. 
B) using a multiple target market approach. 
C) using a single target market approach. 
D) using a combined target market approach. 
E) ignoring the criteria that good market segments should be operational.

Question 4

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Accepted Answer

A) True 
 B)False

Question 5

When a firm develops a marketing mix for teenage boys that is different from its marketing mix for teenage girls,which target market approach is it using?

Accepted Answer

A) single 
B) generic 
C) combined 
D) clustering 
E) multiple 
A) single 
B) generic 
C) combined 
D) clustering 
E) multiple

Question 6

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called

Accepted Answer

A) market penetration. 
B) market segmentation. 
C) market development. 
D) market research. 
E) market pioneering. 
A) market penetration. 
B) market segmentation. 
C) market development. 
D) market research. 
E) market pioneering.

Question 7

In segmenting the cell phone user product-market,cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files.The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments.For this product-market,Super Cellular operated as a

Accepted Answer

A) combiner. 
B) value operator. 
C) market leader. 
D) segmenter. 
E) multi-segmenter. 
A) combiner. 
B) value operator. 
C) market leader. 
D) segmenter. 
E) multi-segmenter.

Question 8

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet,what segmenting dimension is the company using?

Accepted Answer

A) kind of relationship 
B) demographics 
C) type of customer 
D) how customer will use product 
E) purchasing methods 
A) kind of relationship 
B) demographics 
C) type of customer 
D) how customer will use product 
E) purchasing methods

Question 9

A generic market description looks at markets broadly and from a customer's viewpoint.

Accepted Answer

A) True 
 B)False

Question 10

In the context of segmenting international markets,which of the following statements is true?

Accepted Answer

A) Segmenting based on demographic,cultural,and other characteristics helps find regional or national submarkets that are similar. 
B) Qualifying and determining dimensions of segmenting work independent of each other in marketing strategy planning. 
C) It is not possible for each different submarket within a broad product-market to be motivated by a different set of segmenting dimensions. 
D) Segmenting dimensions become less specific when the target market segment seeks to purchase a particular brand of a product. 
E) Critical data is easily available and highly dependable as firms move into international markets. 
A) Segmenting based on demographic,cultural,and other characteristics helps find regional or national submarkets that are similar. 
B) Qualifying and determining dimensions of segmenting work independent of each other in marketing strategy planning. 
C) It is not possible for each different submarket within a broad product-market to be motivated by a different set of segmenting dimensions. 
D) Segmenting dimensions become less specific when the target market segment seeks to purchase a particular brand of a product. 
E) Critical data is easily available and highly dependable as firms move into international markets.

Question 11

The ultimate in personalization occurs when

Accepted Answer

A) merging multiple submarkets. 
B) targeting a segment of one. 
C) identifying generic markets. 
D) creating opportunities in niche markets. 
E) offering extended warranties. 
A) merging multiple submarkets. 
B) targeting a segment of one. 
C) identifying generic markets. 
D) creating opportunities in niche markets. 
E) offering extended warranties.

Question 12

A digital camera,a computer video camera,and a computer scanner might compete in the same

Accepted Answer

A) single target market. 
B) generic market. 
C) multiple target market. 
D) combined target market. 
E) product-market. 
A) single target market. 
B) generic market. 
C) multiple target market. 
D) combined target market. 
E) product-market.

Question 13

Target marketers create marketing mixes for

Accepted Answer

A) all customer needs. 
B) some generic market. 
C) multiple generic markets. 
D) one broad product market. 
E) homogeneous product-market segments. 
A) all customer needs. 
B) some generic market. 
C) multiple generic markets. 
D) one broad product market. 
E) homogeneous product-market segments.

Question 14

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Accepted Answer

A) True 
 B)False

Question 15

A generic market description includes customer needs and product-type terms.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following would best aid a marketing manager to better identify segmenting dimensions?

Accepted Answer

A) answering why,what,and who questions about customers 
B) understanding the when and how of customer purchases 
C) disregarding all behavioral dimensions of the consumer market 
D) focusing only on one dimension of a broad product market 
E) honing in on customers' determining dimensions 
A) answering why,what,and who questions about customers 
B) understanding the when and how of customer purchases 
C) disregarding all behavioral dimensions of the consumer market 
D) focusing only on one dimension of a broad product market 
E) honing in on customers' determining dimensions

Question 17

When you are "in the market" for a new car and are considering different brands to purchase,what type of market is involved?

Accepted Answer

A) product-market 
B) qualifying market 
C) generic market 
D) determining market 
A) product-market 
B) qualifying market 
C) generic market 
D) determining market

Question 18

Tom and Sally Jones are preparing to purchase a new car.Tom currently has a Toyota Camry and Sally has a Honda Accord.They now have two children under age 5,so they plan to trade in Sally's car to purchase a minivan.Sally and Tom decide on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable.In this purchase situation,Tom and Sally's family life cycle stage is a ________ segmenting dimension,and the benefit Sally seeks (reliability)is a ________ segmenting dimension.

Accepted Answer

A) geographic; demographic 
B) demographic; behavioral 
C) geographic; behavioral 
D) demographic; geographic 
E) behavioral; demographic 
A) geographic; demographic 
B) demographic; behavioral 
C) geographic; behavioral 
D) demographic; geographic 
E) behavioral; demographic

Question 19

With regard to segmenting dimensions,which of the following statements is accurate?

Accepted Answer

A) Why,what,and who questions can help a marketing manager identify segmenting dimensions. 
B) Segmenting dimensions are ancillary to marketing mix planning. 
C) Only one segmenting dimension should be considered at a time. 
D) Segmenting dimensions remain constant across submarkets within broad product-markets. 
E) All these answers are correct. 
A) Why,what,and who questions can help a marketing manager identify segmenting dimensions. 
B) Segmenting dimensions are ancillary to marketing mix planning. 
C) Only one segmenting dimension should be considered at a time. 
D) Segmenting dimensions remain constant across submarkets within broad product-markets. 
E) All these answers are correct.

Question 20

Customer relationship management (CRM)helps consumer marketers

Accepted Answer

A) limit their personalization efforts. 
B) treat all submarkets as a single huge market. 
C) reduce their focus on local customers. 
D) deliver the same marketing mix to all customer segments. 
E) treat customers individually as segments of one. 
A) limit their personalization efforts. 
B) treat all submarkets as a single huge market. 
C) reduce their focus on local customers. 
D) deliver the same marketing mix to all customer segments. 
E) treat customers individually as segments of one.

Clustering techniques try to find similar patterns within sets of data.

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

When a firm develops a marketing mix for teenage boys that is different from its marketing mix for teenage girls,which target market approach is it using?

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet,what segmenting dimension is the company using?

A generic market description looks at markets broadly and from a customer's viewpoint.

In the context of segmenting international markets,which of the following statements is true?

The ultimate in personalization occurs when

A digital camera,a computer video camera,and a computer scanner might compete in the same

Target marketers create marketing mixes for

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

A generic market description includes customer needs and product-type terms.

Which of the following would best aid a marketing manager to better identify segmenting dimensions?

When you are "in the market" for a new car and are considering different brands to purchase,what type of market is involved?

With regard to segmenting dimensions,which of the following statements is accurate?

Customer relationship management (CRM)helps consumer marketers

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Clustering techniques try to find similar patterns within sets of data.

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

When a firm develops a marketing mix for teenage boys that is different from its marketing mix for teenage girls,which target market approach is it using?

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet,what segmenting dimension is the company using?

A generic market description looks at markets broadly and from a customer's viewpoint.

In the context of segmenting international markets,which of the following statements is true?

The ultimate in personalization occurs when

A digital camera,a computer video camera,and a computer scanner might compete in the same

Target marketers create marketing mixes for

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

A generic market description includes customer needs and product-type terms.

Which of the following would best aid a marketing manager to better identify segmenting dimensions?

When you are "in the market" for a new car and are considering different brands to purchase,what type of market is involved?

With regard to segmenting dimensions,which of the following statements is accurate?

Customer relationship management (CRM)helps consumer marketers

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters