Question 1

Overriding desires that drive how we live our lives are called

Accepted Answer

A)  self-values. 
B)  self-concept. 
C)  self-esteem. 
D)  self-confidence. 
E)  self-control. 
A)  self-values. 
B)  self-concept. 
C)  self-esteem. 
D)  self-confidence. 
E)  self-control.

Question 2

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 3

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

Accepted Answer

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

Question 4

Healthcare Options markets health-care aids such as walkers,crutches,and portable oxygen tanks.It is located in a large city with branches in neighboring suburbs.It needed to determine if one of its stores was profitable or if it should close it.What is the formula for determining profitability?

Accepted Answer

Segment profitability = (Segme

Question 5

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 6

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

Question 7

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 8

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 9

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy 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 10

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 11

After assessing the market growth potential and market competitiveness in Mexico for his company's baby products,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 12

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Accepted Answer

A) True 
 B)False

Question 13

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

Accepted Answer

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

Question 14

The loyalty program My Starbucks Rewards,which allows members to pay via their mobile device and earn points toward discounts and free offers,enables Starbucks to gather the purchase behavior data,appropriately segment that customer,and offer customers deals within a week.

Accepted Answer

A) True 
 B)False

Question 15

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)  demographics and geography; lifestyle or benefit segmentation 
E)  lifestyle segmentation; geographic segmentation 
A)  loyalty segmentation; demographics 
B)  undifferentiated targeting; differentiated targeting 
C)  loyalty segmentation; geodemographics 
D)  demographics and geography; lifestyle or benefit segmentation 
E)  lifestyle segmentation; geographic segmentation

Question 16

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.

Question 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 20

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 as not to 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 as not to 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.

Overriding desires that drive how we live our lives are called

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?

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

Healthcare Options markets health-care aids such as walkers,crutches,and portable oxygen tanks.It is located in a large city with branches in neighboring suburbs.It needed to determine if one of its stores was profitable or if it should close it.What is the formula for determining profitability?

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

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

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 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 and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to

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?

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

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

The loyalty program My Starbucks Rewards,which allows members to pay via their mobile device and earn points toward discounts and free offers,enables Starbucks to gather the purchase behavior data,appropriately segment that customer,and offer customers deals within a week.

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.

Psychographics is the segmentation method that delves into how consumers

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

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

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

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

Overriding desires that drive how we live our lives are called

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?

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

Healthcare Options markets health-care aids such as walkers,crutches,and portable oxygen tanks.It is located in a large city with branches in neighboring suburbs.It needed to determine if one of its stores was profitable or if it should close it.What is the formula for determining profitability?

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

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

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 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 and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to

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?

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

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

The loyalty program My Starbucks Rewards,which allows members to pay via their mobile device and earn points toward discounts and free offers,enables Starbucks to gather the purchase behavior data,appropriately segment that customer,and offer customers deals within a week.

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.

Psychographics is the segmentation method that delves into how consumers

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

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

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

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

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.