Question 1

Which of the following is a basic requirement for effective market segmentation?

Accepted Answer

A)  The firm must avoid focusing on consumer-dependent variable, such as discretionary income, while conducting market segmentation. 
B)  The market segment must present measurable purchasing power and size. 
C)  The company must expand beyond its marketing capabilities to capture those market segments that have reached the maturity stage in the product life cycle. 
D)  The company must target a large number of small market segments so that they can develop effective strategies to appeal to them. 
A)  The firm must avoid focusing on consumer-dependent variable, such as discretionary income, while conducting market segmentation. 
B)  The market segment must present measurable purchasing power and size. 
C)  The company must expand beyond its marketing capabilities to capture those market segments that have reached the maturity stage in the product life cycle. 
D)  The company must target a large number of small market segments so that they can develop effective strategies to appeal to them.

Question 2

Geographic information systems (GIS)simplify the job of analyzing marketing information by relating data to their locations.

Accepted Answer

A) True 
 B)False

Question 3

Compared to undifferentiated marketing,the firm that practices differentiated marketing may generally expect:

Accepted Answer

A)  less sales by segment. 
B)  lower total production costs. 
C)  greater promotional costs. 
D)  lower inventory costs. 
A)  less sales by segment. 
B)  lower total production costs. 
C)  greater promotional costs. 
D)  lower inventory costs.

Question 4

_____ is the largest metropolitan area in the world.

Accepted Answer

A)  New York 
B)  Tokyo 
C)  Mexico City 
D)  London 
A)  New York 
B)  Tokyo 
C)  Mexico City 
D)  London

Question 5

Before beginning the market segmentation process,a firm should:

Accepted Answer

A)  select target market segments. 
B)  forecast total market potential. 
C)  forecast market share. 
D)  identify bases for segmenting markets. 
A)  select target market segments. 
B)  forecast total market potential. 
C)  forecast market share. 
D)  identify bases for segmenting markets.

Question 6

Undifferentiated marketing is also called _____.

Accepted Answer

A)  societal marketing 
B)  micro marketing 
C)  concentrated marketing 
D)  mass marketing 
A)  societal marketing 
B)  micro marketing 
C)  concentrated marketing 
D)  mass marketing

Question 7

If a company markets a consumer product,such as toilet paper,in bulk quantities to the entire market,it is involved in micromarketing.

Accepted Answer

A) True 
 B)False

Question 8

Typically,magazines can be successfully marketed to consumers through mass marketing strategies.

Accepted Answer

A) True 
 B)False

Question 9

The marketing strategy that focuses on producing a single product and marketing it to all customers is called:

Accepted Answer

A)  concentrated marketing. 
B)  micromarketing. 
C)  mass marketing. 
D)  differentiated marketing. 
A)  concentrated marketing. 
B)  micromarketing. 
C)  mass marketing. 
D)  differentiated marketing.

Question 10

Geographic segmentation provides useful distinctions when regional preferences or needs exist.

Accepted Answer

A) True 
 B)False

Question 11

The concept of _____ refers to placing a product at a certain point or location within a market in the minds of prospective buyers.

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 12

Which of the following statements is true regarding micromarketing?

Accepted Answer

A)  Micromarketing techniques are mostly used by mass marketers. 
B)  Micromarketing is more narrowly focused than concentrated marketing. 
C)  Micromarketing is also called undifferentiated marketing. 
D)  Micromarketing involves producing a single product and marketing it in the same way to all potential customers. 
A)  Micromarketing techniques are mostly used by mass marketers. 
B)  Micromarketing is more narrowly focused than concentrated marketing. 
C)  Micromarketing is also called undifferentiated marketing. 
D)  Micromarketing involves producing a single product and marketing it in the same way to all potential customers.

Question 13

Psychographic segmentation helps marketers to gain a sharper insight into consumer purchasing behavior.

Accepted Answer

A) True 
 B)False

Question 14

A management-driven method for identifying market segments involves asking customers for the product attributes important to them.

Accepted Answer

A) True 
 B)False

Question 15

Micromarketing can target even individuals.

Accepted Answer

A) True 
 B)False

Question 16

The cohort effect describes:

Accepted Answer

A)  why members of the same psychographic group decide to vote the same way and have a lot of similarities in their choices. 
B)  how Generation X uses its financial power to influence product trends, and gets closely followed by the marketers. 
C)  the effect of demographic characteristics in analyzing purchase habits, product usage rates, and brand preference. 
D)  the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years. 
A)  why members of the same psychographic group decide to vote the same way and have a lot of similarities in their choices. 
B)  how Generation X uses its financial power to influence product trends, and gets closely followed by the marketers. 
C)  the effect of demographic characteristics in analyzing purchase habits, product usage rates, and brand preference. 
D)  the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.

Question 17

Primary metropolitan statistical areas (PMSAs)are identified within areas of 1-million-plus populations.

Accepted Answer

A) True 
 B)False

Question 18

As per the psychographic profiles identified by Roper,customers who value duty and tradition are called _____.

Accepted Answer

A)  intimates 
B)  altruists 
C)  devouts 
D)  fun seekers 
A)  intimates 
B)  altruists 
C)  devouts 
D)  fun seekers

Question 19

Married couples enter the "empty nest" stage once their children start living on their own.

Accepted Answer

A) True 
 B)False

Question 20

Marketers applying a positioning strategy want to:

Accepted Answer

A)  make their product look as much like the market leader as possible. 
B)  emphasize a product's unique advantages and differentiate it from competitors' options. 
C)  identify the different product attributes desired by different market segments. 
D)  target only the loyal users of the product. 
A)  make their product look as much like the market leader as possible. 
B)  emphasize a product's unique advantages and differentiate it from competitors' options. 
C)  identify the different product attributes desired by different market segments. 
D)  target only the loyal users of the product.

Exam 9: Market Segmentation, Targeting, and Positioning

Which of the following is a basic requirement for effective market segmentation?

Geographic information systems (GIS)simplify the job of analyzing marketing information by relating data to their locations.

Compared to undifferentiated marketing,the firm that practices differentiated marketing may generally expect:

_____ is the largest metropolitan area in the world.

Before beginning the market segmentation process,a firm should:

Undifferentiated marketing is also called _____.

If a company markets a consumer product,such as toilet paper,in bulk quantities to the entire market,it is involved in micromarketing.

Typically,magazines can be successfully marketed to consumers through mass marketing strategies.

The marketing strategy that focuses on producing a single product and marketing it to all customers is called:

Geographic segmentation provides useful distinctions when regional preferences or needs exist.

The concept of _____ refers to placing a product at a certain point or location within a market in the minds of prospective buyers.

Which of the following statements is true regarding micromarketing?

Psychographic segmentation helps marketers to gain a sharper insight into consumer purchasing behavior.

A management-driven method for identifying market segments involves asking customers for the product attributes important to them.

Micromarketing can target even individuals.

The cohort effect describes:

Primary metropolitan statistical areas (PMSAs)are identified within areas of 1-million-plus populations.

As per the psychographic profiles identified by Roper,customers who value duty and tradition are called _____.

Married couples enter the "empty nest" stage once their children start living on their own.

Marketers applying a positioning strategy want to:

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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