Question 1

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Accepted Answer

There are five possible ways to segment

Question 2

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:

Accepted Answer

A)  concentrated segmenting 
B)  segment differentiation 
C)  multisegment targeting 
D)  integrated targeting 
E)  multiple-use product marketing 
A)  concentrated segmenting 
B)  segment differentiation 
C)  multisegment targeting 
D)  integrated targeting 
E)  multiple-use product marketing

Question 3

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches),it was using:

Accepted Answer

A)  PRIZM segmentation 
B)  geodemographic segmentation 
C)  niche marketing strategy execution 
D)  product differentiation 
E)  a target market chart 
A)  PRIZM segmentation 
B)  geodemographic segmentation 
C)  niche marketing strategy execution 
D)  product differentiation 
E)  a target market chart

Question 4

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on _____ variables.

Accepted Answer

A)  geodemographic 
B)  geographic 
C)  family life-cycle 
D)  lifestyle 
E)  psychographic 
A)  geodemographic 
B)  geographic 
C)  family life-cycle 
D)  lifestyle 
E)  psychographic

Question 5

The purpose of market segmentation is to:

Accepted Answer

A)  reduce the market down to a specific size that the firm can handle 
B)  divide the market into equal size and profit regions for sales territories 
C)  group a large number of markets together enabling a company to serve them simultaneously 
D)  develop a generalized definition of the market as a whole 
E)  enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups 
A)  reduce the market down to a specific size that the firm can handle 
B)  divide the market into equal size and profit regions for sales territories 
C)  group a large number of markets together enabling a company to serve them simultaneously 
D)  develop a generalized definition of the market as a whole 
E)  enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

Question 6

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

Accepted Answer

A)  predictive modeling 
B)  perceptual map 
C)  product positioning 
D)  trend analysis 
E)  internal marketing audit 
A)  predictive modeling 
B)  perceptual map 
C)  product positioning 
D)  trend analysis 
E)  internal marketing audit

Question 7

Increasing share of customer means:

Accepted Answer

A)  selling more products to each customer 
B)  increasing the number of customers 
C)  winning market share from competitors 
D)  the sales due to a customer relative to the costs of attaining and retaining that customer 
E)  individual customer revenue minus costs to satisfy that customer 
A)  selling more products to each customer 
B)  increasing the number of customers 
C)  winning market share from competitors 
D)  the sales due to a customer relative to the costs of attaining and retaining that customer 
E)  individual customer revenue minus costs to satisfy that customer

Question 8

Mercedes-Benz
Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles. With increasing fuel prices and stricter U.S. fuel-economy standards coming down the pipeline, Daimler doesn't want to be left behind. Daimler is behind its competition, though. Its German rivals, Audi and BMW, have been relatively successful in the U.S. BMW"s Mini Cooper, demanding as much as $34,000, has already driven away with some of Daimler's potential sales. While Daimler already offers the Smart car in the U.S., the new offerings will not be going after the same consumers.
-Refer to Mercedes-Benz. Which positioning base will Daimler be using if the company emphasizes the type of people who buy Mercedes-Benz automobiles in its promotional efforts?

Accepted Answer

A)  product user 
B)  emotion 
C)  price and quality 
D)  attribute 
E)  use or application 
A)  product user 
B)  emotion 
C)  price and quality 
D)  attribute 
E)  use or application

Question 9

Changing consumers' perceptions of a brand in relation to competing brands is known as:

Accepted Answer

A)  positioning 
B)  repositioning 
C)  reintermediation 
D)  demarketing 
E)  reengineering 
A)  positioning 
B)  repositioning 
C)  reintermediation 
D)  demarketing 
E)  reengineering

Question 10

What is the first step in segmenting a market?

Accepted Answer

A)  set the segmentation goals 
B)  choose a basis or bases for segmenting the market 
C)  select a market or product category for study 
D)  profile and analyze segments 
E)  select target markets 
A)  set the segmentation goals 
B)  choose a basis or bases for segmenting the market 
C)  select a market or product category for study 
D)  profile and analyze segments 
E)  select target markets

Question 11

What does the 80/20 principle propose?

Accepted Answer

A)  Roughly 80 percent of the profit comes from 20 percent of the sales. 
B)  Roughly 80 percent of a firm's customers are repeat business. 
C)  Roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
D)  Roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
E)  Sales are equally divided among heavy, medium, and light users, but they all need slightly different products. 
A)  Roughly 80 percent of the profit comes from 20 percent of the sales. 
B)  Roughly 80 percent of a firm's customers are repeat business. 
C)  Roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
D)  Roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product. 
E)  Sales are equally divided among heavy, medium, and light users, but they all need slightly different products.

Question 12

Market segmentation can assist marketers to do all of the following EXCEPT:

Accepted Answer

A)  develop more precise definitions of customer needs and wants 
B)  identify which variable base should be used for segmenting 
C)  more accurately define marketing objectives 
D)  improve resource allocation 
E)  evaluate performance 
A)  develop more precise definitions of customer needs and wants 
B)  identify which variable base should be used for segmenting 
C)  more accurately define marketing objectives 
D)  improve resource allocation 
E)  evaluate performance

Question 13

Johnson Publishing Company,the world's largest African American-owned publishing company and home of Ebony magazine,has forged an alliance with Dan River,Inc.,to create luxury bed and bath products for the newly developed Ebony Home brand.This brand will use the strong relationship the publisher has with the African American market to sell the brand.What form of demographic segmentation will be used to market the Ebony Home brand?

Accepted Answer

A)  geographic 
B)  income 
C)  ethnic 
D)  benefit 
E)  lifestyle 
A)  geographic 
B)  income 
C)  ethnic 
D)  benefit 
E)  lifestyle

Question 14

Increasing share of customer means getting more customers.

Accepted Answer

A) True 
 B)False

Question 15

Jane graduated from high school in 1978,is married,and has two teenaged children. Most of Jane's friends from high school have children who have already graduated from college,gotten married,and some with grandchildren. Jane and her former classmates are at difference stages of the:

Accepted Answer

A)  internalization phase 
B)  segmentation process 
C)  family life cycle 
D)  psychographic cycle 
E)  maturation process 
A)  internalization phase 
B)  segmentation process 
C)  family life cycle 
D)  psychographic cycle 
E)  maturation process

Question 16

Wine Spectator is a magazine that targets people who appreciate good wine and food. However,the discriminating reader of this magazine is also interested in travel and health,so the magazine features travel and health-related stories. This publication relies on _____ variables to identify its target market.

Accepted Answer

A)  psychographic 
B)  demographic 
C)  usage rate 
D)  geodemographic 
E)  family life cycle 
A)  psychographic 
B)  demographic 
C)  usage rate 
D)  geodemographic 
E)  family life cycle

Question 17

List,in correct order,the steps in segmenting a market.

Accepted Answer

The four segmentation steps are:
1.Selec

Question 18

Compare and contrast traditional mass marketing and one-to-one marketing. What is the primary goal for companies that adopt the one-to-one marketing approach?

Accepted Answer

One-to-one marketing is an individualize

Question 19

In Miami,several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida.The radio stations are using _____ segmentation.

Accepted Answer

A)  usage rate 
B)  ethnic 
C)  socioeconomic 
D)  geographic 
E)  gender 
A)  usage rate 
B)  ethnic 
C)  socioeconomic 
D)  geographic 
E)  gender

Question 20

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warmth can work at night while you sleep to restore your body.The manufacturer of ThermaCare heat wraps is using _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  functional 
C)  benefit 
D)  socioeconomic 
E)  feature-based 
A)  geodemographic 
B)  functional 
C)  benefit 
D)  socioeconomic 
E)  feature-based

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches),it was using:

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on _____ variables.

The purpose of market segmentation is to:

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

Increasing share of customer means:

Changing consumers' perceptions of a brand in relation to competing brands is known as:

What is the first step in segmenting a market?

What does the 80/20 principle propose?

Market segmentation can assist marketers to do all of the following EXCEPT:

Increasing share of customer means getting more customers.

Jane graduated from high school in 1978,is married,and has two teenaged children. Most of Jane's friends from high school have children who have already graduated from college,gotten married,and some with grandchildren. Jane and her former classmates are at difference stages of the:

List,in correct order,the steps in segmenting a market.

Compare and contrast traditional mass marketing and one-to-one marketing. What is the primary goal for companies that adopt the one-to-one marketing approach?

In Miami,several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida.The radio stations are using _____ segmentation.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 8: Segmenting and Targeting Markets

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches),it was using:

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on _____ variables.

The purpose of market segmentation is to:

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

Increasing share of customer means:

Changing consumers' perceptions of a brand in relation to competing brands is known as:

What is the first step in segmenting a market?

What does the 80/20 principle propose?

Market segmentation can assist marketers to do all of the following EXCEPT:

Increasing share of customer means getting more customers.

Jane graduated from high school in 1978,is married,and has two teenaged children. Most of Jane's friends from high school have children who have already graduated from college,gotten married,and some with grandchildren. Jane and her former classmates are at difference stages of the:

List,in correct order,the steps in segmenting a market.

Compare and contrast traditional mass marketing and one-to-one marketing. What is the primary goal for companies that adopt the one-to-one marketing approach?

In Miami,several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida.The radio stations are using _____ segmentation.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters