Question 1

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)  Sex 
B)  Age 
C)  Occupation 
D)  Education 
E)  All of these are examples of a consumer market demographic dimension 
A)  Sex 
B)  Age 
C)  Occupation 
D)  Education 
E)  All of these are examples of a consumer market demographic dimension E

Question 2

Which of the following possible segmenting dimensions is a "demographic" dimension?

Accepted Answer

A)  Benefits sought 
B)  Social class 
C)  Purchase relationship 
D)  Brand familiarity 
E)  Rate of use 
A)  Benefits sought 
B)  Social class 
C)  Purchase relationship 
D)  Brand familiarity 
E)  Rate of use B

Question 3

Qualifying dimensions

Accepted Answer

A)  need to be very specific. 
B)  help identify the "core benefits." 
C)  work in isolation in marketing strategy planning. 
D)  affect the customer's purchase of a particular product. 
E)  affect the customer's brand choice. 
A)  need to be very specific. 
B)  help identify the "core benefits." 
C)  work in isolation in marketing strategy planning. 
D)  affect the customer's purchase of a particular product. 
E)  affect the customer's brand choice. B

Question 4

Marketers segment broad markets into smaller target segments based on a variety of ____.

Accepted Answer

A)  marketing grids 
B)  positioning maps 
C)  dimensions 
D)  qualifiers 
E)  data 
A)  marketing grids 
B)  positioning maps 
C)  dimensions 
D)  qualifiers 
E)  data

Question 5

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Accepted Answer

A) True 
 B)False

Question 6

Electro Technologies, Inc. (ETI) has limited capital and wants to reduce the risk of competitors taking customers if it invests in a new product-market. Its broad product-market consists of three reasonably distinct submarkets. To identify a target market, ETI should probably focus on using the __________ approach.

Accepted Answer

A)  combined target market 
B)  mass marketing 
C)  multiple target market 
D)  single target market 
E)  none of these is a good choice for Electro Technologies. 
A)  combined target market 
B)  mass marketing 
C)  multiple target market 
D)  single target market 
E)  none of these is a good choice for Electro Technologies.

Question 7

Business-to-business markets, with very large customers, have typically:

Accepted Answer

A)  treated customers individually as segments of one. 
B)  mass marketed the same products to all customer segments. 
C)  delivered the same marketing mix to all customer segments. 
D)  reduced their personalization efforts to the lowest levels possible. 
E)  avoided applying the principles behind customer relationship management. 
A)  treated customers individually as segments of one. 
B)  mass marketed the same products to all customer segments. 
C)  delivered the same marketing mix to all customer segments. 
D)  reduced their personalization efforts to the lowest levels possible. 
E)  avoided applying the principles behind customer relationship management.

Question 8

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:

Accepted Answer

A)  the broad market approach. 
B)  the single target market approach. 
C)  the multiple target market approach. 
D)  the combined target market approach. 
E)  the generic market approach. 
A)  the broad market approach. 
B)  the single target market approach. 
C)  the multiple target market approach. 
D)  the combined target market approach. 
E)  the generic market approach.

Question 9

The first step in segmenting international markets is to:

Accepted Answer

A)  develop a marketing mix. 
B)  treat all the countries in the "foreign market" as one segment. 
C)  segment by country or region-looking at demographic, cultural, and other characteristics. 
D)  list the suppliers who serve the market. 
E)  consider the number, size, kind, and location of business and organizational customers. 
A)  develop a marketing mix. 
B)  treat all the countries in the "foreign market" as one segment. 
C)  segment by country or region-looking at demographic, cultural, and other characteristics. 
D)  list the suppliers who serve the market. 
E)  consider the number, size, kind, and location of business and organizational customers.

Question 10

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is a DEMOGRAPHIC segmenting dimension?

Accepted Answer

A)  Rate of use 
B)  Brand familiarity 
C)  Type of problem solving 
D)  Benefits sought 
E)  Family life cycle 
A)  Rate of use 
B)  Brand familiarity 
C)  Type of problem solving 
D)  Benefits sought 
E)  Family life cycle

Question 12

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Accepted Answer

A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related 
A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Accepted Answer

A) True 
 B)False

Question 15

The first step in market segmentation should be:

Accepted Answer

A)  deciding what new product you could develop. 
B)  evaluating what segment(s) you currently serve. 
C)  finding a demographic group likely to use your products. 
D)  listing features of your current products. 
E)  defining some broad product-markets where you may be able to operate profitably. 
A)  deciding what new product you could develop. 
B)  evaluating what segment(s) you currently serve. 
C)  finding a demographic group likely to use your products. 
D)  listing features of your current products. 
E)  defining some broad product-markets where you may be able to operate profitably.

Question 16

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)  the meat market. 
B)  the minivan market. 
C)  the e-commerce market. 
D)  the beer market. 
E)  the "singles" entertaining market. 
A)  the meat market. 
B)  the minivan market. 
C)  the e-commerce market. 
D)  the beer market. 
E)  the "singles" entertaining market.

Question 18

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

Accepted Answer

A)  Geographic location 
B)  Urgency to get need satisfied 
C)  Behavioral needs and attitudes of consumers 
D)  Demographic characteristics of potential customers 
E)  Geodemographic characteristics of potential customers 
A)  Geographic location 
B)  Urgency to get need satisfied 
C)  Behavioral needs and attitudes of consumers 
D)  Demographic characteristics of potential customers 
E)  Geodemographic characteristics of potential customers

Question 19

"Good" market segments should be heterogeneous within and homogeneous between.

Accepted Answer

A) True 
 B)False

Question 20

Clustering techniques

Accepted Answer

A)  help sellers fine-tune the marketing effort with information from a detailed customer database. 
B)  establish how customers think about proposed or present brands in a market. 
C)  try to find similar patterns within sets of data. 
D)  group customers into heterogeneous segments. 
E)  use intuition and judgment to do what previously was done by computers. 
A)  help sellers fine-tune the marketing effort with information from a detailed customer database. 
B)  establish how customers think about proposed or present brands in a market. 
C)  try to find similar patterns within sets of data. 
D)  group customers into heterogeneous segments. 
E)  use intuition and judgment to do what previously was done by computers.

Which of the following is a consumer market demographic dimension?

Which of the following possible segmenting dimensions is a "demographic" dimension?

Qualifying dimensions

Marketers segment broad markets into smaller target segments based on a variety of ____.

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Business-to-business markets, with very large customers, have typically:

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:

The first step in segmenting international markets is to:

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Which of the following is a DEMOGRAPHIC segmenting dimension?

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

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

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

The first step in market segmentation should be:

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Which of the following is the BEST example of a "generic market?"

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

"Good" market segments should be heterogeneous within and homogeneous between.

Clustering techniques

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Which of the following is a consumer market demographic dimension?

Which of the following possible segmenting dimensions is a "demographic" dimension?

Qualifying dimensions

Marketers segment broad markets into smaller target segments based on a variety of ____.

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Business-to-business markets, with very large customers, have typically:

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:

The first step in segmenting international markets is to:

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Which of the following is a DEMOGRAPHIC segmenting dimension?

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

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

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

The first step in market segmentation should be:

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Which of the following is the BEST example of a "generic market?"

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

"Good" market segments should be heterogeneous within and homogeneous between.

Clustering techniques

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters