Question 1

Market segmentation is only a means to an end. It leads to tangible marketing program actions that can

Accepted Answer

A) clarify specific unmet needs. 
B) identify market needs. 
C) establish a marketing protocol. 
D) increase sales and profitability. 
E) segment and select the target markets. 
A) clarify specific unmet needs. 
B) identify market needs. 
C) establish a marketing protocol. 
D) increase sales and profitability. 
E) segment and select the target markets.

Question 2

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly. This marketing strategy is based on

Accepted Answer

A) geographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) demographic segmentation. 
E) buying condition segmentation. 
A) geographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) demographic segmentation. 
E) buying condition segmentation.

Question 3

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

Accepted Answer

A) identifies a completely new market segment with a product to match it. 
B) finds a way of improving service to online customers. 
C) takes the customer loyalty training class and decides to quit anyway. 
D) finds a shoe-related product that Zappos does not already carry. 
E) creates a humorous theme for one of the monthly company meetings. 
A) identifies a completely new market segment with a product to match it. 
B) finds a way of improving service to online customers. 
C) takes the customer loyalty training class and decides to quit anyway. 
D) finds a shoe-related product that Zappos does not already carry. 
E) creates a humorous theme for one of the monthly company meetings.

Question 4

What are the criteria used to select target markets?

Accepted Answer

There are two different kinds of criteri

Question 5

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Accepted Answer

A) head-to-head 
B) parallel market 
C) lateral 
D) repositioning 
E) differentiation 
A) head-to-head 
B) parallel market 
C) lateral 
D) repositioning 
E) differentiation

Question 6

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed. Which segmentation base did these organizations use the most?

Accepted Answer

A) behavioral 
B) psychographic 
C) geographic 
D) demographic 
E) product 
A) behavioral 
B) psychographic 
C) geographic 
D) demographic 
E) product

Question 7

When a telemarketer calls to sell a consumer life insurance, the last questions asked is what category does the person's household income fall into (less than $50,000; $50,000 to $99,999; and $100,000 and over). When the telemarketer asks about household income, this indicates the use of which type of consumer variable the firm is using to segment its market?

Accepted Answer

A) usage 
B) behavior 
C) demographic 
D) buying situation 
E) psychographic 
A) usage 
B) behavior 
C) demographic 
D) buying situation 
E) psychographic

Question 8

Differentiation positioning requires a product to

Accepted Answer

A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive, smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position. 
A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive, smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position.

Question 9

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

Accepted Answer

A) usage rates 
B) usage patterns 
C) demographic characteristics 
D) behavior characteristics 
E) psychographic characteristics 
A) usage rates 
B) usage patterns 
C) demographic characteristics 
D) behavior characteristics 
E) psychographic characteristics

Question 10

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Accepted Answer

A) segment differentiation. 
B) marketing synergies. 
C) product synergies. 
D) segment repositioning. 
E) product differentiation. 
A) segment differentiation. 
B) marketing synergies. 
C) product synergies. 
D) segment repositioning. 
E) product differentiation.

Question 11

What is market segmentation and why is it important?

Accepted Answer

People have different needs and wants, e

Question 12

The best segmentation approach is the one that

Accepted Answer

A) makes it easiest to reach the segment. 
B) maximizes the opportunity for future profit and ROI. 
C) recognizes different needs of buyers among different segments. 
D) recognizes similarities of needs of potential buyers within a segment. 
E) is simplest and least costly in assigning potential buyers to segments. 
A) makes it easiest to reach the segment. 
B) maximizes the opportunity for future profit and ROI. 
C) recognizes different needs of buyers among different segments. 
D) recognizes similarities of needs of potential buyers within a segment. 
E) is simplest and least costly in assigning potential buyers to segments.

Question 13

Describe the market segmentation process.

Accepted Answer

Market segmentation first stresses the i

Question 14

Behavioral segmentation may be based on

Accepted Answer

A) lifestyles and demographics. 
B) retailer and wholesaler behaviors. 
C) geographic and demographic criteria. 
D) product features and retail store type. 
E) demand and supply. 
A) lifestyles and demographics. 
B) retailer and wholesaler behaviors. 
C) geographic and demographic criteria. 
D) product features and retail store type. 
E) demand and supply.

Question 15

During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

Accepted Answer

A) selecting target market segments to reach. 
B) forming products to be sold into groups. 
C) developing a market-product grid and estimating size of markets. 
D) taking marketing actions to reach target markets. 
E) forming prospective buyers into segments. 
A) selecting target market segments to reach. 
B) forming products to be sold into groups. 
C) developing a market-product grid and estimating size of markets. 
D) taking marketing actions to reach target markets. 
E) forming prospective buyers into segments.

Question 16

Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches may carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive timepieces that can be purchased in drugstores, discount stores, and department stores. The Rolex brand is perceived as an expensive status symbol distributed in fine jewelry stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Rolex watches

Accepted Answer

A) compete for the same segment through different channels of distribution. 
B) develop similar products as Timex but under different names. 
C) use a differentiation positioning strategy. 
D) compete for the same customers through similar retail outlets. 
E) create cognitive dissonance in consumers who purchased Timex wristwatches. 
A) compete for the same segment through different channels of distribution. 
B) develop similar products as Timex but under different names. 
C) use a differentiation positioning strategy. 
D) compete for the same customers through similar retail outlets. 
E) create cognitive dissonance in consumers who purchased Timex wristwatches.

Question 17

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Accepted Answer

A) situational segmentation. 
B) socioeconomic segmentation. 
C) geographic segmentation. 
D) psychographic segmentation. 
E) behavioral segmentation. 
A) situational segmentation. 
B) socioeconomic segmentation. 
C) geographic segmentation. 
D) psychographic segmentation. 
E) behavioral segmentation.

Question 18

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

Accepted Answer

A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation. 
A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation.

Question 19

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A) perceptual map. 
B) perception matrix. 
C) growth-share matrix. 
D) market-product grid. 
E) product differentiation chart. 
A) perceptual map. 
B) perception matrix. 
C) growth-share matrix. 
D) market-product grid. 
E) product differentiation chart.

Question 20

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Accepted Answer

A) psychological 
B) perceptual 
C) differentiation 
D) head-to-head 
E) market 
A) psychological 
B) perceptual 
C) differentiation 
D) head-to-head 
E) market

Exam 9: Market Segmentation Targeting and Positioning

Market segmentation is only a means to an end. It leads to tangible marketing program actions that can

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly. This marketing strategy is based on

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

What are the criteria used to select target markets?

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed. Which segmentation base did these organizations use the most?

Differentiation positioning requires a product to

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

What is market segmentation and why is it important?

The best segmentation approach is the one that

Describe the market segmentation process.

Behavioral segmentation may be based on

During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products Services and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising Sales Promotion and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Aspects of Marketing

Building an Effective Marketing Plan

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