Question 1

Jim wants to position his firm against his competitors.In doing so he should

Accepted Answer

A)  never select a competitor in the same neighborhood. 
B)  avoid making the competitor's product look undesirable. 
C)  avoid looking too much like the competitor so that he'd confuse the target segment. 
D)  avoid discussing the strengths of his product so that competitors won't be aware of his product quality. 
E)  avoid discussing the weaknesses of his competitors so they won't retaliate. 
A)  never select a competitor in the same neighborhood. 
B)  avoid making the competitor's product look undesirable. 
C)  avoid looking too much like the competitor so that he'd confuse the target segment. 
D)  avoid discussing the strengths of his product so that competitors won't be aware of his product quality. 
E)  avoid discussing the weaknesses of his competitors so they won't retaliate.

Question 2

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

Accepted Answer

A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  substantial. 
A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  substantial.

Question 3

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 4

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

Accepted Answer

A)  occasion segmentation 
B)  geographic segmentation 
C)  lifestyle segmentation 
D)  benefit segmentation 
E)  loyalty segmentation 
A)  occasion segmentation 
B)  geographic segmentation 
C)  lifestyle segmentation 
D)  benefit segmentation 
E)  loyalty segmentation

Question 5

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Accepted Answer

This question can be changed to address

Question 6

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Accepted Answer

A)  Geographic 
B)  Psychographic 
C)  Behavioral 
D)  Benefits 
E)  Demographic 
A)  Geographic 
B)  Psychographic 
C)  Behavioral 
D)  Benefits 
E)  Demographic

Question 7

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Accepted Answer

Segmentation,targeting,and positioning b

Question 8

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 9

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market

Accepted Answer

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

Question 10

Segmentation,targeting,and positioning involve a number of processes,many decisions,and many different options.With all that effort,why are marketers so concerned with STP?

Accepted Answer

Students should demonstrate an overall u

Question 11

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Accepted Answer

A)  the firm's value proposition. 
B)  competitors' value propositions. 
C)  low-priority needs and wants that customers are willing to give up. 
D)  unmet customer needs / wants. 
E)  unknown customer needs / wants that the firm does not understand. 
A)  the firm's value proposition. 
B)  competitors' value propositions. 
C)  low-priority needs and wants that customers are willing to give up. 
D)  unmet customer needs / wants. 
E)  unknown customer needs / wants that the firm does not understand.

Question 12

Differences in weather and climate create opportunities for

Accepted Answer

A)  concentrated targeting. 
B)  geographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  demographic segmentation. 
A)  concentrated targeting. 
B)  geographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  demographic segmentation.

Question 13

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic

Question 14

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using

Accepted Answer

A)  the value proposition. 
B)  salient attributes. 
C)  symbols. 
D)  the competition. 
E)  perceptual maps. 
A)  the value proposition. 
B)  salient attributes. 
C)  symbols. 
D)  the competition. 
E)  perceptual maps.

Question 15

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Accepted Answer

A)  using segmentation,targeting,and positioning. 
B)  offering everything to everyone. 
C)  trying lots of options to find out which one works. 
D)  doing continual test marketing. 
E)  focusing exclusively on its Pink brand. 
A)  using segmentation,targeting,and positioning. 
B)  offering everything to everyone. 
C)  trying lots of options to find out which one works. 
D)  doing continual test marketing. 
E)  focusing exclusively on its Pink brand.

Question 16

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Accepted Answer

A company would choose to use a micromar

Question 17

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Accepted Answer

A)  demographic; psychographic 
B)  geographic; geodemographic 
C)  psychographic; demographic 
D)  demographic; behavioral 
E)  demographic; benefit 
A)  demographic; psychographic 
B)  geographic; geodemographic 
C)  psychographic; demographic 
D)  demographic; behavioral 
E)  demographic; benefit

Question 18

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 19

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Accepted Answer

A)  mass customization consumers 
B)  geographic segments 
C)  market segments 
D)  self-concept customers 
E)  geodemographic segments 
A)  mass customization consumers 
B)  geographic segments 
C)  market segments 
D)  self-concept customers 
E)  geodemographic segments

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

Jim wants to position his firm against his competitors.In doing so he should

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

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

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market

Segmentation,targeting,and positioning involve a number of processes,many decisions,and many different options.With all that effort,why are marketers so concerned with STP?

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Differences in weather and climate create opportunities for

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

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

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

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

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 9: Segmentation, Targeting, and Positioning

Jim wants to position his firm against his competitors.In doing so he should

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

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

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market

Segmentation,targeting,and positioning involve a number of processes,many decisions,and many different options.With all that effort,why are marketers so concerned with STP?

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Differences in weather and climate create opportunities for

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

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

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

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

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.