Question 1

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Accepted Answer

A)  decrease advertising spending. 
B)  focus on a single market segment. 
C)  lower overall risk. 
D)  use undifferentiated strategies in micro markets. 
E)  all of these 
A)  decrease advertising spending. 
B)  focus on a single market segment. 
C)  lower overall risk. 
D)  use undifferentiated strategies in micro markets. 
E)  all of these

Question 2

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Accepted Answer

A)  geographic 
B)  benefit-based 
C)  economic 
D)  global 
E)  concentrated 
A)  geographic 
B)  benefit-based 
C)  economic 
D)  global 
E)  concentrated

Question 3

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Accepted Answer

This addresses the q

Question 4

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 5

The first step in the STP process is to establish an overall strategy.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online resumés,and look for new jobs.What segmentation method is LinkedIn using?

Accepted Answer

A)  Loyalty segmentation. 
B)  Benefit segmentation. 
C)  Psychographic segmentation. 
D)  Geodemographic segmentation. 
E)  Demographic segmentation. 
A)  Loyalty segmentation. 
B)  Benefit segmentation. 
C)  Psychographic segmentation. 
D)  Geodemographic segmentation. 
E)  Demographic segmentation.

Question 8

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Accepted Answer

A)  The number of children needing day care in the immediate area. 
B)  The fixed costs of operating the center. 
C)  The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so. 
D)  The average number of school-age children in families sending a child to the day care center. 
E)  The price she would charge minus the variable cost of providing service to each child. 
A)  The number of children needing day care in the immediate area. 
B)  The fixed costs of operating the center. 
C)  The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so. 
D)  The average number of school-age children in families sending a child to the day care center. 
E)  The price she would charge minus the variable cost of providing service to each child.

Question 9

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 10

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)  buying patterns and behaviors. 
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)  buying patterns and behaviors.

Question 11

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 12

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 13

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Accepted Answer

A)  visual images of how we should live our lives. 
B)  marketing manipulation of consumers' fears. 
C)  the way we live our lives to achieve our goals. 
D)  motivations turned into perceptual maps. 
E)  determined by demographics. 
A)  visual images of how we should live our lives. 
B)  marketing manipulation of consumers' fears. 
C)  the way we live our lives to achieve our goals. 
D)  motivations turned into perceptual maps. 
E)  determined by demographics.

Question 14

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges)and high quality.He is positioning the institution based on

Accepted Answer

A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  profitability. 
A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  profitability.

Question 15

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Accepted Answer

A)  micromarketing. 
B)  concentrated targeting. 
C)  psychographic segmentation. 
D)  differentiated targeting. 
E)  undifferentiated targeting. 
A)  micromarketing. 
B)  concentrated targeting. 
C)  psychographic segmentation. 
D)  differentiated targeting. 
E)  undifferentiated targeting.

Question 16

Which of the following would NOT be used in calculating the profitability of a segment?

Accepted Answer

A)  segment perceptions 
B)  segment size 
C)  segment adoption percentage 
D)  profit margin percentage 
E)  fixed costs 
A)  segment perceptions 
B)  segment size 
C)  segment adoption percentage 
D)  profit margin percentage 
E)  fixed costs

Question 17

A value proposition compares the price of a product to its benefits.

Accepted Answer

A) True 
 B)False

Question 18

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 19

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 20

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

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

One of the reasons marketers use loyalty segmentation is

The first step in the STP process is to establish an overall strategy.

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

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

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.

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

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

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.

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges)and high quality.He is positioning the institution based on

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Which of the following would NOT be used in calculating the profitability of a segment?

A value proposition compares the price of a product to its benefits.

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.

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

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

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

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

One of the reasons marketers use loyalty segmentation is

The first step in the STP process is to establish an overall strategy.

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

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

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.

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

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

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.

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges)and high quality.He is positioning the institution based on

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Which of the following would NOT be used in calculating the profitability of a segment?

A value proposition compares the price of a product to its benefits.

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.

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

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

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

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.