Question 1

For which types of products should marketers consider using an undifferentiated targeting strategy?

Accepted Answer

An undifferentiated targeting

Question 2

With access to the Internet nearly universal in the United States,many potential market segments have become more:

Accepted Answer

A)  substantial. 
B)  perceptive. 
C)  identifiable. 
D)  reachable. 
E)  quantifiable. 
A)  substantial. 
B)  perceptive. 
C)  identifiable. 
D)  reachable. 
E)  quantifiable.

Question 3

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

Answers will vary.Professors might want

Question 4

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Accepted Answer

Answers will vary; the student

Question 5

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 6

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n)__________ strategy.

Accepted Answer

A)  concentrated targeting 
B)  micromarketing 
C)  benefit targeting 
D)  differentiated targeting 
E)  undifferentiated targeting 
A)  concentrated targeting 
B)  micromarketing 
C)  benefit targeting 
D)  differentiated targeting 
E)  undifferentiated targeting

Question 7

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Accepted Answer

A)  benefit 
B)  self-actualization 
C)  psychographic 
D)  loyalty 
E)  geodemographic 
A)  benefit 
B)  self-actualization 
C)  psychographic 
D)  loyalty 
E)  geodemographic

Question 8

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Accepted Answer

Psychographics are not as objective as d

Question 9

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Accepted Answer

A)  Tapping directly into needs and ideas of a target audience by inviting broad-based input 
B)  Identifying trends by observing a large group of people in a public place 
C)  Conducting focus group research 
D)  Conducting a test market 
E)  Estimating wide-scale sales from a test with a small crowd 
A)  Tapping directly into needs and ideas of a target audience by inviting broad-based input 
B)  Identifying trends by observing a large group of people in a public place 
C)  Conducting focus group research 
D)  Conducting a test market 
E)  Estimating wide-scale sales from a test with a small crowd

Question 10

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would focus on:

Accepted Answer

A)  providing classes at convenient times and offering online courses. 
B)  discount pricing for students taking more than twelve credit hours. 
C)  the higher average salaries earned by college graduates. 
D)  the great variety of classes offered. 
E)  the number of Nobel Prize winners on the faculty. 
A)  providing classes at convenient times and offering online courses. 
B)  discount pricing for students taking more than twelve credit hours. 
C)  the higher average salaries earned by college graduates. 
D)  the great variety of classes offered. 
E)  the number of Nobel Prize winners on the faculty.

Question 11

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Accepted Answer

A) True 
 B)False

Question 12

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

Accepted Answer

A)  Internet marketers 
B)  wholesalers 
C)  retailers 
D)  consumer goods manufacturers 
E)  cable TV networks 
A)  Internet marketers 
B)  wholesalers 
C)  retailers 
D)  consumer goods manufacturers 
E)  cable TV networks

Question 13

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Accepted Answer

A) True 
 B)False

Question 14

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Accepted Answer

A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic 
A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic

Question 15

The first step in the STP process is to:

Accepted Answer

A)  identify the segmentation methods to be used. 
B)  produce a list of strengths and weaknesses of the firm's past marketing strategies. 
C)  clearly articulate the firm's vision or marketing strategy objectives. 
D)  select target markets. 
E)  develop a marketing mix,so that an appropriate segment can later be identified. 
A)  identify the segmentation methods to be used. 
B)  produce a list of strengths and weaknesses of the firm's past marketing strategies. 
C)  clearly articulate the firm's vision or marketing strategy objectives. 
D)  select target markets. 
E)  develop a marketing mix,so that an appropriate segment can later be identified.

Question 16

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Accepted Answer

A)  benefit 
B)  geodemographic 
C)  psychographic 
D)  loyalty 
E)  demographic 
A)  benefit 
B)  geodemographic 
C)  psychographic 
D)  loyalty 
E)  demographic

Question 17

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Accepted Answer

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

Question 18

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Accepted Answer

A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is often expensive. 
E)  is ineffective without multiple brand names. 
A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is often expensive. 
E)  is ineffective without multiple brand names.

Question 19

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Accepted Answer

A)  geographic 
B)  self-concept 
C)  psychographic 
D)  benefit 
E)  behavioral 
A)  geographic 
B)  self-concept 
C)  psychographic 
D)  benefit 
E)  behavioral

Question 20

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Accepted Answer

A)  categorize each market segment by consumer demographics. 
B)  establish her overall objectives. 
C)  decide on a targeting strategy. 
D)  develop a positioning strategy. 
E)  evaluate the attractiveness of each segment. 
A)  categorize each market segment by consumer demographics. 
B)  establish her overall objectives. 
C)  decide on a targeting strategy. 
D)  develop a positioning strategy. 
E)  evaluate the attractiveness of each segment.

For which types of products should marketers consider using an undifferentiated targeting strategy?

With access to the Internet nearly universal in the United States,many potential market segments have become more:

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n)__________ strategy.

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would focus on:

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

The first step in the STP process is to:

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

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

For which types of products should marketers consider using an undifferentiated targeting strategy?

With access to the Internet nearly universal in the United States,many potential market segments have become more:

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n)__________ strategy.

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would focus on:

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

The first step in the STP process is to:

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

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