Question 1

Which of the following changes in the family lifecycle behavior is noted by researchers in the past decade?

Accepted Answer

A)  Young unmarried people buying new homes and expensive furnishings 
B)  Newly married people cooking almost every meal at home instead of dining out 
C)  "Boomerang" children returning home, sometimes with their own families 
D)  Parents with a second or subsequent child buying new sets of cribs, changing tables, and so forth 
A)  Young unmarried people buying new homes and expensive furnishings 
B)  Newly married people cooking almost every meal at home instead of dining out 
C)  "Boomerang" children returning home, sometimes with their own families 
D)  Parents with a second or subsequent child buying new sets of cribs, changing tables, and so forth C

Question 2

The division of the total market into smaller,homogenous groups is called _____.

Accepted Answer

A)  customer aggregation 
B)  market capitalization 
C)  market segmentation 
D)  brand segmentation 
A)  customer aggregation 
B)  market capitalization 
C)  market segmentation 
D)  brand segmentation C

Question 3

Members of the video game generation gravitate to activities that provide constant entertainment and immediate gratification.

Accepted Answer

A) True 
 B)False  True

Question 4

"For the same dollars that you spend on a no-frills ticket to Los Angeles,fly Business Class with us!" is the advertising statement issued by FlyHigh Airlines.It represents an attempt by FlyHigh Airlines to position itself with respect to its competitors.

Accepted Answer

A) True 
 B)False

Question 5

Placing a product at a certain point or location within a market in the minds of prospective buyers is known as _____.

Accepted Answer

A)  positioning 
B)  social referencing 
C)  value engineering 
D)  optimizing 
A)  positioning 
B)  social referencing 
C)  value engineering 
D)  optimizing

Question 6

Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.

Accepted Answer

A) True 
 B)False

Question 7

A _____ is an urbanized county or set of counties with social and economic ties to nearby areas.

Accepted Answer

A)  consolidated micropolitan statistical area 
B)  primary metropolitan statistical area 
C)  core based statistical area 
D)  consolidated metropolitan statistical area 
A)  consolidated micropolitan statistical area 
B)  primary metropolitan statistical area 
C)  core based statistical area 
D)  consolidated metropolitan statistical area

Question 8

Market segmentation attempts to isolate traits that distinguish a certain group of consumers from the overall market.

Accepted Answer

A) True 
 B)False

Question 9

Which of the psychographic consumer segments identified by Roper,emphasizes social issues and societal well-being?

Accepted Answer

A)  Devouts 
B)  Altruists 
C)  Intimates 
D)  Creatives 
A)  Devouts 
B)  Altruists 
C)  Intimates 
D)  Creatives

Question 10

A young single person setting up an apartment for the first time is most likely to be a good prospect for:

Accepted Answer

A)  expensive furnishings. 
B)  luxury cars, personalized gifts and power tools. 
C)  small home appliances such as coffee makers and toasters. 
D)  health care products and insurance policies. 
A)  expensive furnishings. 
B)  luxury cars, personalized gifts and power tools. 
C)  small home appliances such as coffee makers and toasters. 
D)  health care products and insurance policies.

Question 11

Places where more than half the population is a single racial or ethnic group other than non-Hispanic white are called as _____.

Accepted Answer

A)  minority counties 
B)  majority-minority counties 
C)  majority counties 
D)  native-majority counties 
A)  minority counties 
B)  majority-minority counties 
C)  majority counties 
D)  native-majority counties

Question 12

The most common method of market segmentation is:

Accepted Answer

A)  product based segmentation. 
B)  demographic segmentation. 
C)  economic segmentation. 
D)  psychographic segmentation. 
A)  product based segmentation. 
B)  demographic segmentation. 
C)  economic segmentation. 
D)  psychographic segmentation.

Question 13

Explain how each product listed below can be classified as either a consumer and/or business product.
1.Shampoo
2.Steel bars for concrete reinforcement
3.Lawn mower
4.Computer
5.Automobile

Accepted Answer

Shampoo is normally a consumer product u

Question 14

Iron ore and raw cotton are examples of:

Accepted Answer

A)  personal products. 
B)  shopping products. 
C)  impulse products. 
D)  business products. 
A)  personal products. 
B)  shopping products. 
C)  impulse products. 
D)  business products.

Question 15

Detergent packets purchased by a leading laundry service are considered business products.

Accepted Answer

A) True 
 B)False

Question 16

Home Depot introduced a new line of riding lawn mowers.The company decided to focus more on people living in the suburbs than those in the city because a survey showed the former category to be more inclined toward gardening.This is an example of a demographic segmentation by Home Depot.

Accepted Answer

A) True 
 B)False

Question 17

Geographic information systems help marketers map out most efficient delivery routes.

Accepted Answer

A) True 
 B)False

Question 18

_____ is a targeting strategy that targets potential customers at a very basic level,such as by zip code,specific occupation,or lifestyle.

Accepted Answer

A) target market 
B) market segmentation 
C) cohort effect 
D) primary metropolitan statistical area 
E) differentiated marketing
F)concentrated marketing
G)micromarketing
H)positioning map
I)VALS
J)AIO statement
K)core region
L)consumer product
M)demographic segmentation
N)Praedo's law
O)psychographic segmentation
P)geographic information systems
Q)positioning
R)geographic segmentation
S)business product
T)mass marketing 
A) target market 
B) market segmentation 
C) cohort effect 
D) primary metropolitan statistical area 
E) differentiated marketing
F)concentrated marketing
G)micromarketing
H)positioning map
I)VALS
J)AIO statement
K)core region
L)consumer product
M)demographic segmentation
N)Praedo's law
O)psychographic segmentation
P)geographic information systems
Q)positioning
R)geographic segmentation
S)business product
T)mass marketing

Question 19

What are the basic requirements or criteria necessary for effective market segmentation?

Accepted Answer

The criteria necessary for effective mar

Question 20

The group born between 1968 and 1979,now generally in their early 30s to early 40s,often are referred to as _____.

Accepted Answer

A)  Baby boomers 
B)  teenagers 
C)  seniors 
D)  Generation X 
A)  Baby boomers 
B)  teenagers 
C)  seniors 
D)  Generation X

Exam 9: Market Segmentation, Targeting, and Positioning

Which of the following changes in the family lifecycle behavior is noted by researchers in the past decade?

The division of the total market into smaller,homogenous groups is called _____.

Members of the video game generation gravitate to activities that provide constant entertainment and immediate gratification.

"For the same dollars that you spend on a no-frills ticket to Los Angeles,fly Business Class with us!" is the advertising statement issued by FlyHigh Airlines.It represents an attempt by FlyHigh Airlines to position itself with respect to its competitors.

Placing a product at a certain point or location within a market in the minds of prospective buyers is known as _____.

Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.

A _____ is an urbanized county or set of counties with social and economic ties to nearby areas.

Market segmentation attempts to isolate traits that distinguish a certain group of consumers from the overall market.

Which of the psychographic consumer segments identified by Roper,emphasizes social issues and societal well-being?

A young single person setting up an apartment for the first time is most likely to be a good prospect for:

Places where more than half the population is a single racial or ethnic group other than non-Hispanic white are called as _____.

The most common method of market segmentation is:

Explain how each product listed below can be classified as either a consumer and/or business product. 1.Shampoo 2.Steel bars for concrete reinforcement 3.Lawn mower 4.Computer 5.Automobile

Iron ore and raw cotton are examples of:

Detergent packets purchased by a leading laundry service are considered business products.

Home Depot introduced a new line of riding lawn mowers.The company decided to focus more on people living in the suburbs than those in the city because a survey showed the former category to be more inclined toward gardening.This is an example of a demographic segmentation by Home Depot.

Geographic information systems help marketers map out most efficient delivery routes.

_____ is a targeting strategy that targets potential customers at a very basic level,such as by zip code,specific occupation,or lifestyle.

What are the basic requirements or criteria necessary for effective market segmentation?

The group born between 1968 and 1979,now generally in their early 30s to early 40s,often are referred to as _____.

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