Question 1

Niche marketing is a form of concentrated targeting.

Accepted Answer

A) True 
 B)False

Question 2

What is a segmentation base (or segmentation variable)? Name the common segmentation bases used by marketers to segment consumer markets.

Accepted Answer

A segmentation base (or variable)is a ch

Question 3

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

Accepted Answer

A)  the growing number of customers who do not have time to spend shopping 
B)  the fact consumers do not want to be treated like the masses 
C)  technology that allows the collection of detailed information on customers 
D)  consumers are loyal to companies and brands that have earned their loyalty and reinforce it at every purchase occasion 
E)  mass marketing is no longer appropriate, especially for consumer packaged-goods products 
A)  the growing number of customers who do not have time to spend shopping 
B)  the fact consumers do not want to be treated like the masses 
C)  technology that allows the collection of detailed information on customers 
D)  consumers are loyal to companies and brands that have earned their loyalty and reinforce it at every purchase occasion 
E)  mass marketing is no longer appropriate, especially for consumer packaged-goods products

Question 4

The _____ proposes that a minority of a firm's customers purchase a majority of the volume of the product.

Accepted Answer

A)  majority fallacy 
B)  equity fallacy 
C)  80/20 principle 
D)  cannibalization rule 
E)  optimizer principle 
A)  majority fallacy 
B)  equity fallacy 
C)  80/20 principle 
D)  cannibalization rule 
E)  optimizer principle

Question 5

Military Spouses is the only publication in the world that targets readers who "are married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n):

Accepted Answer

A)  market base 
B)  selector base 
C)  identifier 
D)  segmentation base 
E)  discriminator base 
A)  market base 
B)  selector base 
C)  identifier 
D)  segmentation base 
E)  discriminator base

Question 6

Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.

Accepted Answer

Markets can be segmented using a single

Question 7

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

Accepted Answer

A) True 
 B)False

Question 8

_____ segmentation is based on personality,motives,and lifestyle.

Accepted Answer

A)  Psychographic 
B)  Demographic 
C)  Benefit 
D)  Family life cycle 
E)  Character 
A)  Psychographic 
B)  Demographic 
C)  Benefit 
D)  Family life cycle 
E)  Character

Question 9

In Baton Rouge,Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  graphic 
C)  benefit 
D)  socioeconomic 
E)  income 
A)  geodemographic 
B)  graphic 
C)  benefit 
D)  socioeconomic 
E)  income

Question 10

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient.This is an example of:

Accepted Answer

A)  demarketing 
B)  cannibalization 
C)  undifferentiation 
D)  repositioning 
E)  perceptual confusion 
A)  demarketing 
B)  cannibalization 
C)  undifferentiation 
D)  repositioning 
E)  perceptual confusion

Question 11

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

Accepted Answer

A)  Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets. 
B)  A regional approach gives marketing managers control over the competitive environment. 
C)  Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. 
D)  Many packaged goods manufacturers are introducing new regional brands intended to appeal to local preferences. 
E)  A more regional approach allows companies to react more quickly to competition. 
A)  Many firms need to find new ways to generate sales because of sluggish and intensely competitive markets. 
B)  A regional approach gives marketing managers control over the competitive environment. 
C)  Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. 
D)  Many packaged goods manufacturers are introducing new regional brands intended to appeal to local preferences. 
E)  A more regional approach allows companies to react more quickly to competition.

Question 12

Redbook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-year-old women who must juggle family,husband,and job.According to a Redbook ad,"She's the product of the 'me generation,' the thirty-something woman who balances home,family,and career- more than any generation before her,she refuses to put her pleasures aside.She's old enough to know what she wants.And young enough to get it." This is an example of _____ segmentation.

Accepted Answer

A)  demographic and psychographic 
B)  benefit desired and usage rate 
C)  geodemographic and benefit desired 
D)  demographic and usage rate 
E)  benefit desired and demographic 
A)  demographic and psychographic 
B)  benefit desired and usage rate 
C)  geodemographic and benefit desired 
D)  demographic and usage rate 
E)  benefit desired and demographic

Question 13

ACT for kids,an anticavity fluoride rinse,comes in Bubble Gum Blow Out flavor.The age-based variable that distinguishes the market for this product is an example of a(n)_____ segmentation.

Accepted Answer

A)  geographic 
B)  demographic 
C)  psychographic 
D)  benefits 
E)  usage rate 
A)  geographic 
B)  demographic 
C)  psychographic 
D)  benefits 
E)  usage rate

Question 14

Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

Accepted Answer

A)  demographic 
B)  geographic 
C)  nomological 
D)  economic 
E)  generational 
A)  demographic 
B)  geographic 
C)  nomological 
D)  economic 
E)  generational

Question 15

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Accepted Answer

Benefit segmentation is the process of g

Question 16

Wrestling Merchandise
Market research has shown that 6- to 17-year-old males, 18- to 24-year-old females, and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match. Wrestling events are regularly broadcast in 120 different countries. Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation) can be purchased at JCPenney and Wal-Mart. Clothes for adults are used to reach markets that may not buy action figures, video games, and novelty candy, but who are still proud to sport World Wrestling Entertainment (WWE) trademarks.
-Refer to Wrestling Merchandise.Since the WWE must use different methods to reach its three largest target markets,it must use:

Accepted Answer

A)  undifferentiated targeting 
B)  concentrated or niche targeting 
C)  multisegment targeting 
D)  demarketing 
E)  repositioning 
A)  undifferentiated targeting 
B)  concentrated or niche targeting 
C)  multisegment targeting 
D)  demarketing 
E)  repositioning

Question 17

Procter & Gamble markets six different brands of laundry detergent,such as Tide,ERA,Gain,and Dreft,each targeting a different market segment. This is an example of concentrated targeting.

Accepted Answer

A) True 
 B)False

Question 18

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

Accepted Answer

UNDIFFERENTIATED TARGETING STRATEGY.This

Question 19

_____ is one of the potential disadvantages associated with a multisegment strategy.

Accepted Answer

A)  Inadequate demand 
B)  Demarketing 
C)  Lower profits 
D)  Cannibalization 
E)  Loss of synergy 
A)  Inadequate demand 
B)  Demarketing 
C)  Lower profits 
D)  Cannibalization 
E)  Loss of synergy

Question 20

June LaVista owns a health and fitness gym.After dividing her customers into four segments based on income range,age,level of fitness,and other selected segmentation descriptors,she wrote out a description of each segment's size,expected growth,frequency of exercise,and overall profit potential.Which step in segmenting a market is LaVista engaged in?

Accepted Answer

A)  profiling and analyzing her market segments 
B)  positioning her products to her market segments 
C)  targeting promotions to her market segments 
D)  differentiating her market segments 
E)  concentrating her marketing mix on the most profitable marketing segments 
A)  profiling and analyzing her market segments 
B)  positioning her products to her market segments 
C)  targeting promotions to her market segments 
D)  differentiating her market segments 
E)  concentrating her marketing mix on the most profitable marketing segments

Niche marketing is a form of concentrated targeting.

What is a segmentation base (or segmentation variable)? Name the common segmentation bases used by marketers to segment consumer markets.

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

The _____ proposes that a minority of a firm's customers purchase a majority of the volume of the product.

Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

_____ segmentation is based on personality,motives,and lifestyle.

In Baton Rouge,Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient.This is an example of:

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

ACT for kids,an anticavity fluoride rinse,comes in Bubble Gum Blow Out flavor.The age-based variable that distinguishes the market for this product is an example of a(n)_____ segmentation.

Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Procter & Gamble markets six different brands of laundry detergent,such as Tide,ERA,Gain,and Dreft,each targeting a different market segment. This is an example of concentrated targeting.

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

_____ is one of the potential disadvantages associated with a multisegment strategy.

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

Niche marketing is a form of concentrated targeting.

What is a segmentation base (or segmentation variable)? Name the common segmentation bases used by marketers to segment consumer markets.

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

The _____ proposes that a minority of a firm's customers purchase a majority of the volume of the product.

Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

_____ segmentation is based on personality,motives,and lifestyle.

In Baton Rouge,Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient.This is an example of:

All of the following statements are reasons why consumer goods companies take a regional approach to marketing rather than a national approach EXCEPT:

ACT for kids,an anticavity fluoride rinse,comes in Bubble Gum Blow Out flavor.The age-based variable that distinguishes the market for this product is an example of a(n)_____ segmentation.

Modern Maturity magazine is targeted toward adults age 50 and older. It has articles on health and fitness as well as the arts and finance. What segmenting base is Modern Maturity using?

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Procter & Gamble markets six different brands of laundry detergent,such as Tide,ERA,Gain,and Dreft,each targeting a different market segment. This is an example of concentrated targeting.

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

_____ is one of the potential disadvantages associated with a multisegment strategy.

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