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)  more widely market basic commodities. 
A)  decrease advertising spending. 
B)  focus on a single market segment. 
C)  lower overall risk. 
D)  use undifferentiated strategies in micro markets. 
E)  more widely market basic commodities.

Question 2

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 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 3

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Accepted Answer

Micromarketing (or one-to-one marketing)

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. 
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. 
C)  accounting difficulties associated with identifying new customers. 
D)  rapid population increases. 
E)  the failure of micromarketing as a workable strategy.

Question 5

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Accepted Answer

Creating a perceptual map involves six s

Question 6

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Accepted Answer

A)  visual images of how we should live our lives. 
B)  our underlying motivations. 
C)  how 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)  our underlying motivations. 
C)  how we live our lives to achieve our goals. 
D)  motivations turned into perceptual maps. 
E)  determined by demographics.

Question 7

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 8

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Accepted Answer

Students' answers will depend on the cho

Question 9

"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 throughout the product's life cycle." 
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 throughout the product's life cycle." 
E)  "We can easily show where we are positioned and how large the market is."

Question 10

Psychographics is the segmentation method that delves into how consumers

Accepted Answer

A)  adjust to demographic changes. 
B)  allocate scarce incomes to a variety of goods and services. 
C)  describe themselves. 
D)  value their livelihoods. 
E)  believe other people see them. 
A)  adjust to demographic changes. 
B)  allocate scarce incomes to a variety of goods and services. 
C)  describe themselves. 
D)  value their livelihoods. 
E)  believe other people see them.

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

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

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

One of the reasons marketers use loyalty segmentation is

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

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

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

"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?

Psychographics is the segmentation method that delves into how consumers

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

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

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

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

One of the reasons marketers use loyalty segmentation is

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

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

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

"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?

Psychographics is the segmentation method that delves into how consumers

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