Question 1

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Accepted Answer

Loyalty segmentation makes sense because

Question 2

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Accepted Answer

Answers will vary.Professors may want to

Question 3

Segmentation,targeting and positioning:

Accepted Answer

A)  are terms that can be used interchangeably in developing marketing plans. 
B)  are part of a firm's marketing strategy. 
C)  should be done simultaneously so synergies can help streamline the effort. 
D)  are part of the marketing plan but bear little direct relationship to the marketing mix. 
E)  all of these. 
A)  are terms that can be used interchangeably in developing marketing plans. 
B)  are part of a firm's marketing strategy. 
C)  should be done simultaneously so synergies can help streamline the effort. 
D)  are part of the marketing plan but bear little direct relationship to the marketing mix. 
E)  all of these.

Question 4

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Accepted Answer

A) True 
 B)False

Question 5

In order to develop psychographic segments,the marketer must understand consumers':

Accepted Answer

A)  age,income,and education. 
B)  gender,race,and religion. 
C)  disposable personal income,benefit perceptions,and alternative egos. 
D)  self-values,self-concept,and lifestyles. 
E)  all of these. 
A)  age,income,and education. 
B)  gender,race,and religion. 
C)  disposable personal income,benefit perceptions,and alternative egos. 
D)  self-values,self-concept,and lifestyles. 
E)  all of these.

Question 6

One of the reasons marketers use loyalty segmentation is:

Accepted Answer

A)  the high cost of finding new customers. 
B)  government tax incentives for loyalty. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy. 
A)  the high cost of finding new customers. 
B)  government tax incentives for loyalty. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy.

Question 7

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is:

Accepted Answer

A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  all of these. 
A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  all of these.

Question 8

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 9

In addition to calculating the potential profitability of a market segment,marketers will also consider:

Accepted Answer

A)  customer loyalty. 
B)  defection rates. 
C)  the cost of replacing customers. 
D)  likely future sales to customers. 
E)  all of these. 
A)  customer loyalty. 
B)  defection rates. 
C)  the cost of replacing customers. 
D)  likely future sales to customers. 
E)  all of these.

Question 10

Automobile manufacturers could build cars specially designed for very tall people,but it is likely that this segment is not substantial.

Accepted Answer

A) True 
 B)False

Question 11

List the steps in the segmentation,targeting,and positioning process.

Accepted Answer

Segmentation (Step 1 - Strategy or Objec

Question 12

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 13

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Accepted Answer

A)  better Medicaid and Medicare payments. 
B)  a perceptual map of the imaging landscape. 
C)  more product features than the competition offers. 
D)  lower prices than the competition offers. 
E)  a clear,distinctive,and desirable understanding of their products relative to competing products. 
A)  better Medicaid and Medicare payments. 
B)  a perceptual map of the imaging landscape. 
C)  more product features than the competition offers. 
D)  lower prices than the competition offers. 
E)  a clear,distinctive,and desirable understanding of their products relative to competing products.

Question 14

Which of the following is NOT one of the VALS segments?

Accepted Answer

A)  Innovators 
B)  Do-gooders 
C)  Thinkers 
D)  Achievers 
E)  Experimenters 
A)  Innovators 
B)  Do-gooders 
C)  Thinkers 
D)  Achievers 
E)  Experimenters

Question 15

Identify how a company that manufactures salt can use a differentiated targeting strategy.

Accepted Answer

Answers may vary.Although basic table sa

Question 16

How have airline companies implemented loyalty segmentation?

Accepted Answer

Airlines started with frequent

Question 17

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

Accepted Answer

A)  loyalty segmentation; demographics 
B)  undifferentiated targeting; differentiated targeting 
C)  loyalty segmentation; geodemographics 
D)  geodemographic segmentation; lifestyle or benefit segmentation 
E)  lifestyle segmentation; geographic segmentation 
A)  loyalty segmentation; demographics 
B)  undifferentiated targeting; differentiated targeting 
C)  loyalty segmentation; geodemographics 
D)  geodemographic segmentation; lifestyle or benefit segmentation 
E)  lifestyle segmentation; geographic segmentation

Question 18

Why do marketers often use perceptual maps when developing positioning strategies?

Accepted Answer

Perceptual maps help marketers

Question 19

A self-values map displays the position of products or brands in the consumer's mind.

Accepted Answer

A) True 
 B)False

Question 20

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

Accepted Answer

A)  how old their customers are. 
B)  what their customers need. 
C)  where their customers live. 
D)  which customers have young children. 
E)  what income brackets their customers are in. 
A)  how old their customers are. 
B)  what their customers need. 
C)  where their customers live. 
D)  which customers have young children. 
E)  what income brackets their customers are in.

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Segmentation,targeting and positioning:

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

In order to develop psychographic segments,the marketer must understand consumers':

One of the reasons marketers use loyalty segmentation is:

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is:

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.

In addition to calculating the potential profitability of a market segment,marketers will also consider:

Automobile manufacturers could build cars specially designed for very tall people,but it is likely that this segment is not substantial.

List the steps in the segmentation,targeting,and positioning process.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Which of the following is NOT one of the VALS segments?

Identify how a company that manufactures salt can use a differentiated targeting strategy.

How have airline companies implemented loyalty segmentation?

Marketers often employ a combination of segmentation methods,using to identify and target their customers,and to design products and messages to appeal to them.

Why do marketers often use perceptual maps when developing positioning strategies?

A self-values map displays the position of products or brands in the consumer's mind.

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 8: Segmentation, Targeting, and Positioning

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Segmentation,targeting and positioning:

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

In order to develop psychographic segments,the marketer must understand consumers':

One of the reasons marketers use loyalty segmentation is:

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is:

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.

In addition to calculating the potential profitability of a market segment,marketers will also consider:

Automobile manufacturers could build cars specially designed for very tall people,but it is likely that this segment is not substantial.

List the steps in the segmentation,targeting,and positioning process.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Which of the following is NOT one of the VALS segments?

Identify how a company that manufactures salt can use a differentiated targeting strategy.

How have airline companies implemented loyalty segmentation?

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

Why do marketers often use perceptual maps when developing positioning strategies?

A self-values map displays the position of products or brands in the consumer's mind.

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Marketers often employ a combination of segmentation methods,using to identify and target their customers,and to design products and messages to appeal to them.