Question 1

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

A) True 
 B)False  True

Question 2

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)  establish the overall strategy or 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)  establish the overall strategy or objectives. 
D)  select target markets. 
E)  develop a marketing mix, so that an appropriate segment can later be identified. C

Question 3

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Accepted Answer

A)  responsive 
B)  perceptive 
C)  identifiable 
D)  reachable 
E)  quantifiable 
A)  responsive 
B)  perceptive 
C)  identifiable 
D)  reachable 
E)  quantifiable A

Question 4

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

Accepted Answer

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

Question 5

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Accepted Answer

A)  is available only in limited geographic areas. 
B)  is rarely used and unproven. 
C)  offers only one-to-one marketing potential. 
D)  is a more expensive method for identifying potential customers. 
E)  is still an unproven area. 
A)  is available only in limited geographic areas. 
B)  is rarely used and unproven. 
C)  offers only one-to-one marketing potential. 
D)  is a more expensive method for identifying potential customers. 
E)  is still an unproven area.

Question 6

__________ is an extreme form of a targeting strategy.

Accepted Answer

A)  Macromarketing 
B)  Micromarketing 
C)  Benefit marketing 
D)  Differentiated targeting 
E)  Concentrated targeting 
A)  Macromarketing 
B)  Micromarketing 
C)  Benefit marketing 
D)  Differentiated targeting 
E)  Concentrated targeting

Question 7

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Accepted Answer

This assum

Question 8

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 9

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Accepted Answer

A)  concentrated segmentation. 
B)  geodemographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  misguided geographic segmentation. 
A)  concentrated segmentation. 
B)  geodemographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  misguided geographic segmentation.

Question 10

Marketers often create a special marketing mix for loyalty segments because these segments are

Accepted Answer

A)  too large to service with ordinary targeting. 
B)  difficult to identify. 
C)  costly to acquire. 
D)  generally profitable. 
E)  constantly changing. 
A)  too large to service with ordinary targeting. 
B)  difficult to identify. 
C)  costly to acquire. 
D)  generally profitable. 
E)  constantly changing.

Question 11

Write a value proposition for your favorite restaurant.

Accepted Answer

Answers will vary,but should identify a

Question 12

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women.This is an example of __________ segmentation.

Accepted Answer

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

Question 13

Create an example of geodemographic segmentation.

Accepted Answer

Answers will vary,bu

Question 14

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 résumés,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 15

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 16

Isabella is the marketing manager of a company that manufactures salt.How can Isabella use a differentiated targeting strategy?

Accepted Answer

Answers may vary.Although basic table sa

Question 17

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 18

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 19

Demographic segmentation is segmentation based on all of the following except

Accepted Answer

A)  age. 
B)  gender. 
C)  education. 
D)  income. 
E)  lifestyle. 
A)  age. 
B)  gender. 
C)  education. 
D)  income. 
E)  lifestyle.

Question 20

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.What type of segmentation method was used to segment this market?

Accepted Answer

A)  psychographics 
B)  demographics 
C)  geographics 
D)  geodemographics 
E)  behavior 
A)  psychographics 
B)  demographics 
C)  geographics 
D)  geodemographics 
E)  behavior

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

The first step in the STP process is to

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

__________ is an extreme form of a targeting strategy.

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

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?

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Marketers often create a special marketing mix for loyalty segments because these segments are

Write a value proposition for your favorite restaurant.

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women.This is an example of __________ segmentation.

Create an example of geodemographic segmentation.

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

Isabella is the marketing manager of a company that manufactures salt.How can Isabella use a differentiated targeting strategy?

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.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Demographic segmentation is segmentation based on all of the following except

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and 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

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

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

The first step in the STP process is to

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

__________ is an extreme form of a targeting strategy.

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

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?

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Marketers often create a special marketing mix for loyalty segments because these segments are

Write a value proposition for your favorite restaurant.

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women.This is an example of __________ segmentation.

Create an example of geodemographic segmentation.

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

Isabella is the marketing manager of a company that manufactures salt.How can Isabella use a differentiated targeting strategy?

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.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Demographic segmentation is segmentation based on all of the following except

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and 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

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters