Question 1

For products like pencils and paper clips,which provide the same benefit for all consumers,marketers should probably use a(n)

Accepted Answer

A)  concentrated targeting strategy. 
B)  lifestyle segmentation strategy. 
C)  benefit segmentation strategy. 
D)  undifferentiated targeting strategy. 
E)  differentiated segmentation strategy. 
A)  concentrated targeting strategy. 
B)  lifestyle segmentation strategy. 
C)  benefit segmentation strategy. 
D)  undifferentiated targeting strategy. 
E)  differentiated segmentation strategy.

Question 2

Airlines were among the first retailers to embrace loyalty segmentation when they created

Accepted Answer

A)  business-class seating. 
B)  30-day advance pricing. 
C)  fuel surcharges. 
D)  in-flight movies. 
E)  frequent flyer programs. 
A)  business-class seating. 
B)  30-day advance pricing. 
C)  fuel surcharges. 
D)  in-flight movies. 
E)  frequent flyer programs.

Question 3

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

Accepted Answer

A)  geographic choices 
B)  self-concepts 
C)  loyalty references 
D)  benefit perceptions 
E)  demographics 
A)  geographic choices 
B)  self-concepts 
C)  loyalty references 
D)  benefit perceptions 
E)  demographics

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

When Ron complained to his bank about the unprofessional behavior of one teller,the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests.The branch management included Ron in its __________ segmentation.

Accepted Answer

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

Question 6

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 7

Abigail wants to sell a local advertising calendar.She knows there are 2,000 households in her community,and estimates 30 percent will buy a calendar.The printing company will charge a $400 setup fee and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $2,000 total profit? Show your calculations.

Accepted Answer

Segment profitability = (Segment Size ×

Question 8

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Accepted Answer

A)  mass marketing distribution potential and logistical support. 
B)  the current size of the market and the expected growth rate. 
C)  ease of pricing control and number of promotional outlets. 
D)  the number of competitors,entry barriers,and product substitutes. 
E)  profitability and customer buying behavior. 
A)  mass marketing distribution potential and logistical support. 
B)  the current size of the market and the expected growth rate. 
C)  ease of pricing control and number of promotional outlets. 
D)  the number of competitors,entry barriers,and product substitutes. 
E)  profitability and customer buying behavior.

Question 9

Alexis has selected target markets for her fashion accessories store in a suburban strip mall.She is now deciding how to position the accessories.She could consider positioning based on

Accepted Answer

A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  all of these 
A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  all of these

Question 10

__________ involves defining the firm's marketing mix variables so that target customers have a clear,distinctive,and desirable understanding of the firm's offerings relative to competitors' offerings.

Accepted Answer

A)  Processing 
B)  Perceptualizing 
C)  Positioning 
D)  Proportioning 
E)  Prospecting 
A)  Processing 
B)  Perceptualizing 
C)  Positioning 
D)  Proportioning 
E)  Prospecting

Question 11

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In the process,the company

Accepted Answer

A)  differentiated its product. 
B)  avoided the SARS virus. 
C)  created a new class of micromarketing. 
D)  raised consumers' self-concepts. 
E)  redefined mass customization. 
A)  differentiated its product. 
B)  avoided the SARS virus. 
C)  created a new class of micromarketing. 
D)  raised consumers' self-concepts. 
E)  redefined mass customization.

Question 12

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of

Accepted Answer

A)  occasion segmentation. 
B)  loyalty segmentation. 
C)  geographic segmentation. 
D)  psychographic segmentation. 
E)  demographic segmentation. 
A)  occasion segmentation. 
B)  loyalty segmentation. 
C)  geographic segmentation. 
D)  psychographic segmentation. 
E)  demographic segmentation.

Question 13

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to

Accepted Answer

A)  emphasize the benefits these consumers are looking for in a college education. 
B)  lower the price for this market segment. 
C)  offer alternative courses based on geographic location. 
D)  employ loyalty marketing strategies. 
E)  utilize micromarketing strategies. 
A)  emphasize the benefits these consumers are looking for in a college education. 
B)  lower the price for this market segment. 
C)  offer alternative courses based on geographic location. 
D)  employ loyalty marketing strategies. 
E)  utilize micromarketing strategies.

Question 14

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider

Accepted Answer

A)  ease of accessing or developing distribution channels and brand familiarity. 
B)  the current size of the market and the expected growth rate. 
C)  ease of pricing control and number of promotional outlets. 
D)  the number of competitors,entry barriers,and product substitutes. 
E)  profitability and customer buying behavior. 
A)  ease of accessing or developing distribution channels and brand familiarity. 
B)  the current size of the market and the expected growth rate. 
C)  ease of pricing control and number of promotional outlets. 
D)  the number of competitors,entry barriers,and product substitutes. 
E)  profitability and customer buying behavior.

Question 15

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

Accepted Answer

Perceptual maps help marketers

Question 16

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.

Accepted Answer

A)  concentrated 
B)  micromarketing 
C)  benefit-driven 
D)  differentiated 
E)  undifferentiated 
A)  concentrated 
B)  micromarketing 
C)  benefit-driven 
D)  differentiated 
E)  undifferentiated

Question 17

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to

Accepted Answer

A)  engage in micromarketing for hard-to-fit shoe customers. 
B)  obtain a bigger share of the shoe market. 
C)  use mass marketing techniques. 
D)  utilize geographic segmentation. 
E)  generate economies of scale in advertising expenditures. 
A)  engage in micromarketing for hard-to-fit shoe customers. 
B)  obtain a bigger share of the shoe market. 
C)  use mass marketing techniques. 
D)  utilize geographic segmentation. 
E)  generate economies of scale in advertising expenditures.

Question 18

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Accepted Answer

His ability to pursue each target segmen

Question 19

The STP process is made up of strategy,targeting,and promotion.

Accepted Answer

A) True 
 B)False

Question 20

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is NOT a valid reason?

Accepted Answer

A)  "It's a quick way for senior managers to see not only our product but each of our competitors,all at once." 
B)  "It's a way to demonstrate the dimensions that our customers think are important." 
C)  "It shows where we aren't-and where our competitors aren't-in our customers' and prospects' minds." 
D)  "It's a way to show the position of the company in ten years." 
E)  "We can easily show where we are positioned and how large the market is." 
A)  "It's a quick way for senior managers to see not only our product but each of our competitors,all at once." 
B)  "It's a way to demonstrate the dimensions that our customers think are important." 
C)  "It shows where we aren't-and where our competitors aren't-in our customers' and prospects' minds." 
D)  "It's a way to show the position of the company in ten years." 
E)  "We can easily show where we are positioned and how large the market is."

For products like pencils and paper clips,which provide the same benefit for all consumers,marketers should probably use a(n)

Airlines were among the first retailers to embrace loyalty segmentation when they created

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

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

When Ron complained to his bank about the unprofessional behavior of one teller,the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests.The branch management included Ron in its __________ segmentation.

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.

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Alexis has selected target markets for her fashion accessories store in a suburban strip mall.She is now deciding how to position the accessories.She could consider positioning based on

__________ involves defining the firm's marketing mix variables so that target customers have a clear,distinctive,and desirable understanding of the firm's offerings relative to competitors' offerings.

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In the process,the company

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider

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

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

The STP process is made up of strategy,targeting,and promotion.

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is NOT a valid reason?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

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

Strategic Pricing Methods

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 9: Segmentation,Targeting,and Positioning

For products like pencils and paper clips,which provide the same benefit for all consumers,marketers should probably use a(n)

Airlines were among the first retailers to embrace loyalty segmentation when they created

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

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

When Ron complained to his bank about the unprofessional behavior of one teller,the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests.The branch management included Ron in its __________ segmentation.

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.

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Alexis has selected target markets for her fashion accessories store in a suburban strip mall.She is now deciding how to position the accessories.She could consider positioning based on

__________ involves defining the firm's marketing mix variables so that target customers have a clear,distinctive,and desirable understanding of the firm's offerings relative to competitors' offerings.

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In the process,the company

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider

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

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

The STP process is made up of strategy,targeting,and promotion.

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is NOT a valid reason?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

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

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters