Question 1

The primary focus of Zappos' market segmentation strategy is to sell

Accepted Answer

A) a wide selection of shoes, clothes, accessories, beauty aids, and housewares to people who will buy them online. 
B) a wide selection of leather shoes and boots to retailers. 
C) all types of shoes, accessories, and clothing to department stores. 
D) Spanish novelties and accessories to organizations. 
E) shoes in its own retail stores. 
A) a wide selection of shoes, clothes, accessories, beauty aids, and housewares to people who will buy them online. 
B) a wide selection of leather shoes and boots to retailers. 
C) all types of shoes, accessories, and clothing to department stores. 
D) Spanish novelties and accessories to organizations. 
E) shoes in its own retail stores.

Question 2

The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Accepted Answer

A) costs decrease 
B) market share increases 
C) product deficiencies decrease 
D) customers should be better off 
E) new products flourish 
A) costs decrease 
B) market share increases 
C) product deficiencies decrease 
D) customers should be better off 
E) new products flourish

Question 3

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Accepted Answer

Organizations may target different produ

Question 4

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Accepted Answer

A) product repositioning. 
B) relative positioning. 
C) competitive positioning. 
D) product positioning. 
E) selective perception. 
A) product repositioning. 
B) relative positioning. 
C) competitive positioning. 
D) product positioning. 
E) selective perception.

Question 5

Organizational synergy is the increased customer value achieved through

Accepted Answer

A) performing organizational functions more efficiently. 
B) more discounts or larger rebates at the point of sale. 
C) involvement of the ultimate consumer in product design. 
D) an increase in the knowledge of competitors. 
E) shared ownership of the organization through publicly traded stock. 
A) performing organizational functions more efficiently. 
B) more discounts or larger rebates at the point of sale. 
C) involvement of the ultimate consumer in product design. 
D) an increase in the knowledge of competitors. 
E) shared ownership of the organization through publicly traded stock.

Question 6

To be identified as a market segment, members of the group must

Accepted Answer

A) be similar in terms of their consumption behavior. 
B) represent a large share of the entire market and have buying power. 
C) have diverse needs and have potential for future growth. 
D) have diverse needs and be willing and able to purchase the product. 
E) have the potential for future growth and increased profit or ROI. 
A) be similar in terms of their consumption behavior. 
B) represent a large share of the entire market and have buying power. 
C) have diverse needs and have potential for future growth. 
D) have diverse needs and be willing and able to purchase the product. 
E) have the potential for future growth and increased profit or ROI.

Question 7

It is not recommended that a firm select a target segment that

Accepted Answer

A) would require entry in a global marketplace. 
B) requires more than one marketing action. 
C) has few competitors that target this same segment. 
D) is incompatible with its company's goals or objectives. 
E) has a growth potential that would require increasing the current workforce. 
A) would require entry in a global marketplace. 
B) requires more than one marketing action. 
C) has few competitors that target this same segment. 
D) is incompatible with its company's goals or objectives. 
E) has a growth potential that would require increasing the current workforce.

Question 8

The 80/20 rule is most closely related to which basis of segmentation?

Accepted Answer

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

Question 9

Which of the following is an example of a Tiffany/Walmart strategy?

Accepted Answer

A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States. 
B) A new movie used several different movie trailers; one showed the action scenes in order to attract one audience and the other showed romantic scenes to attract another audience. 
C) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. 
A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States. 
B) A new movie used several different movie trailers; one showed the action scenes in order to attract one audience and the other showed romantic scenes to attract another audience. 
C) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 10

At a Hallmark store you can find several lines of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets. The Mahogany line is designed to appeal to African Americans. This is an example of __________ segmentation.

Accepted Answer

A) regional 
B) lifestyle 
C) demographic 
D) geographic 
E) psychographic 
A) regional 
B) lifestyle 
C) demographic 
D) geographic 
E) psychographic

Question 11

When expenses are greater than the potential increased sales from market segmentation, a firm should

Accepted Answer

A) not consider market segmentation at this time. 
B) combine departments within the company to make the process more streamlined. 
C) reduce production costs or increase prices to facilitate the segmentation process. 
D) seek alternate channels of distribution, including Internet sales. 
E) discontinue manufacturing any products that are not in the mature stage of their product life cycle. 
A) not consider market segmentation at this time. 
B) combine departments within the company to make the process more streamlined. 
C) reduce production costs or increase prices to facilitate the segmentation process. 
D) seek alternate channels of distribution, including Internet sales. 
E) discontinue manufacturing any products that are not in the mature stage of their product life cycle.

Question 12

Which of these is collected from consumers to develop a product's perceptual map?

Accepted Answer

A) consumer judgments about the important attributes for a product or brand class 
B) a listing of all prospective brands and products 
C) managerial judgments about how consumers perceive products 
D) rank order of the ratings of an existing brand's preference relative to its competitors 
E) detailed explanations of why consumers make the choices they do 
A) consumer judgments about the important attributes for a product or brand class 
B) a listing of all prospective brands and products 
C) managerial judgments about how consumers perceive products 
D) rank order of the ratings of an existing brand's preference relative to its competitors 
E) detailed explanations of why consumers make the choices they do

Question 13

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Accepted Answer

A) market segments of potential buyers 
B) marketing objectives of potential products 
C) total anticipated revenue 
D) total anticipated profit 
E) market share of the closest competitor 
A) market segments of potential buyers 
B) marketing objectives of potential products 
C) total anticipated revenue 
D) total anticipated profit 
E) market share of the closest competitor

Question 14

Best Foods Co. is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments. This is an example of which criterion used to select target market segments?

Accepted Answer

A) Best Foods' competitive position in the segment 
B) Best Foods' product groupings 
C) expected growth of the market segment 
D) size of the market segment 
E) cost of reaching the segment 
A) Best Foods' competitive position in the segment 
B) Best Foods' product groupings 
C) expected growth of the market segment 
D) size of the market segment 
E) cost of reaching the segment

Question 15

Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to

Accepted Answer

A) differentiate products. 
B) forecast sales to a consumer market. 
C) segment an organizational market. 
D) promote NAFTA. 
E) segment a consumer market. 
A) differentiate products. 
B) forecast sales to a consumer market. 
C) segment an organizational market. 
D) promote NAFTA. 
E) segment a consumer market.

Question 16

Which of the following is a basis used to segment U.S. organizational markets?

Accepted Answer

A) geographic 
B) psychographic 
C) income 
D) prospects 
E) education 
A) geographic 
B) psychographic 
C) income 
D) prospects 
E) education

Question 17

Each cell of the complete market-product grid shows the

Accepted Answer

A) relative market share. 
B) estimated market size. 
C) investment required to reach the market. 
D) market growth rate. 
E) estimated profit. 
A) relative market share. 
B) estimated market size. 
C) investment required to reach the market. 
D) market growth rate. 
E) estimated profit.

Question 18

Which of the following statements best illustrates geographic segmentation?

Accepted Answer

A) GE builds a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) Campbell's plants in Texas and California produce a hotter nacho cheese sauce to serve those regions better. 
D) A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. 
A) GE builds a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) Campbell's plants in Texas and California produce a hotter nacho cheese sauce to serve those regions better. 
D) A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.

Question 19

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

Accepted Answer

A) Burger King 
B) In-N-Out Burger 
C) McDonald's 
D) Five Guys 
E) Smashburger 
A) Burger King 
B) In-N-Out Burger 
C) McDonald's 
D) Five Guys 
E) Smashburger

Question 20

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

Accepted Answer

A) every employee was encouraged to do his or her own thing. 
B) it was concentrating on laptops while everyone else was concentrating on personal computers. 
C) all the employees were so young, so they often played more than they worked. 
D) there were no coherent product lines targeted at identifiable market segments. 
E) its personal computers were running amok with viruses, spyware, and other problems. 
A) every employee was encouraged to do his or her own thing. 
B) it was concentrating on laptops while everyone else was concentrating on personal computers. 
C) all the employees were so young, so they often played more than they worked. 
D) there were no coherent product lines targeted at identifiable market segments. 
E) its personal computers were running amok with viruses, spyware, and other problems.

Exam 9: Market Segmentation Targeting and Positioning

The primary focus of Zappos' market segmentation strategy is to sell

The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Organizational synergy is the increased customer value achieved through

To be identified as a market segment, members of the group must

It is not recommended that a firm select a target segment that

The 80/20 rule is most closely related to which basis of segmentation?

Which of the following is an example of a Tiffany/Walmart strategy?

When expenses are greater than the potential increased sales from market segmentation, a firm should

Which of these is collected from consumers to develop a product's perceptual map?

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to

Which of the following is a basis used to segment U.S. organizational markets?

Each cell of the complete market-product grid shows the

Which of the following statements best illustrates geographic segmentation?

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

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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