Question 1

FIGURE 9-1  
-Cell "C" in Figure 9-1 represents which stage of the market segmentation process?

Accepted Answer

A) link needs to actions 
B) identify market needs 
C) establish a marketing protocol 
D) execute marketing program actions 
E) segment and select the target markets 
A) link needs to actions 
B) identify market needs 
C) establish a marketing protocol 
D) execute marketing program actions 
E) segment and select the target markets

Question 2

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs).

Accepted Answer

A) strategic objectives 
B) the strength of its suppliers 
C) government regulations 
D) self-regulatory industry standards 
E) the organization's marketing program 
A) strategic objectives 
B) the strength of its suppliers 
C) government regulations 
D) self-regulatory industry standards 
E) the organization's marketing program

Question 3

The ultimate criterion for an organization's marketing success in customer relationship management is that __________ as a result of increased synergies.

Accepted Answer

A) costs decrease and profits increase 
B) market share increases 
C) company value increases 
D) customers should be better off 
E) production benefits from economies of scale 
A) costs decrease and profits increase 
B) market share increases 
C) company value increases 
D) customers should be better off 
E) production benefits from economies of scale

Question 4

When a telemarketer calls to sell a consumer life insurance, the first question the telemarketer asks is whether the person answering the phone has a family.Whether the prospect has a family indicates the use of which type of consumer segmentation variable by the telemarketer?

Accepted Answer

A) usage 
B) behavior 
C) demographic 
D) buying situation 
E) psychographic 
A) usage 
B) behavior 
C) demographic 
D) buying situation 
E) psychographic

Question 5

Time magazine publishes 200 different U.S.editions each targeted at unique geographic and demographic segments using a special mix of advertisements.Time is using which of the following segmentation strategies?

Accepted Answer

A) one product with multiple market segments 
B) multiple products with multiple market segments 
C) one product with multiple channels of distribution 
D) one product with changes based on customer behavior 
E) multiple products with multiple segments 
A) one product with multiple market segments 
B) multiple products with multiple market segments 
C) one product with multiple channels of distribution 
D) one product with changes based on customer behavior 
E) multiple products with multiple segments

Question 6

An approach to positioning a new product in the market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Accepted Answer

A) perceptual 
B) psychological 
C) differentiation 
D) head-to-head 
E) confrontational 
A) perceptual 
B) psychological 
C) differentiation 
D) head-to-head 
E) confrontational

Question 7

FIGURE 9-6  
-The perceptual map in Figure 9-6 above shows how various drinks are seen in the minds of adult consumers.Suppose this map describes accurately how I see the drinks shown.As an adult, I am a heavy consumer of mineral water.Also, I am very concerned about nutrition and don't want to look like a kid.A likely reason I drink mineral water according to this perceptual map is that I see it as

Accepted Answer

A) more nutritious than tea. 
B) more adult than a skinny latte. 
C) more nutritious and more adult than a milk shake. 
D) more adult than nutritionally-designed diet drinks. 
E) more nutritious and more adult than a fruit-flavored drink. 
A) more nutritious than tea. 
B) more adult than a skinny latte. 
C) more nutritious and more adult than a milk shake. 
D) more adult than nutritionally-designed diet drinks. 
E) more nutritious and more adult than a fruit-flavored drink.

Question 8

Custom Foot runs six retail locations.At first glance none looks any different from your basic old-fashioned shoe store, but the only boots on hand are display models.There's no inventory for sale, and customers go home empty-handed-at least initially.Customers browse the store, mixing and matching design components such as style, color, and leather type.About 100 display boots provide style guidelines.Once you choose a boot style, you select materials, colors, and textures.Custom Foot guarantees your boots will be ready within three weeks.This is an example of

Accepted Answer

A) mass customization. 
B) specialty customization. 
C) virtual merchandising. 
D) one product and multiple market segments. 
E) multiple market and multiple market segments. 
A) mass customization. 
B) specialty customization. 
C) virtual merchandising. 
D) one product and multiple market segments. 
E) multiple market and multiple market segments.

Question 9

A business firm goes to the trouble and expense of segmenting its markets when

Accepted Answer

A) it changes its advertising campaign. 
B) competitors enter the marketplace. 
C) the environment becomes uncertain. 
D) it expects that this will increase its sales, profit, and return on investment. 
E) there is a recessionary economic environment. 
A) it changes its advertising campaign. 
B) competitors enter the marketplace. 
C) the environment becomes uncertain. 
D) it expects that this will increase its sales, profit, and return on investment. 
E) there is a recessionary economic environment.

Question 10

Which of the following is an example of a multiple products and multiple markets strategy?

Accepted Answer

A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S. 
B) A new movie used several different advertisements.One set of previews showed the action scenes in order to attract one audience, and the other set showed romantic scenes to attract another audience. 
C) Betty Crocker carries one line of cake mixes for people with conventional ovens, and another line of cake mixes for people with microwave ovens. 
D) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. 
A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S. 
B) A new movie used several different advertisements.One set of previews showed the action scenes in order to attract one audience, and the other set showed romantic scenes to attract another audience. 
C) Betty Crocker carries one line of cake mixes for people with conventional ovens, and another line of cake mixes for people with microwave ovens. 
D) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 11

Segmentation which is based on some objective physical, measurable, or other classification attribute of prospective customers is referred to as

Accepted Answer

A) personality segmentation. 
B) demographic segmentation. 
C) usage segmentation. 
D) needs segmentation. 
E) behavioral segmentation. 
A) personality segmentation. 
B) demographic segmentation. 
C) usage segmentation. 
D) needs segmentation. 
E) behavioral segmentation.

Question 12

Segmentation based on what features are important to different customers is known as

Accepted Answer

A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation. 
A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation.

Question 13

Procter & Gamble Co.(P & G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market is men aged 18 to 34, who don't remember the Old Spice brand sold to their grandfathers many years ago.P & G is using which type of segmentation variable?

Accepted Answer

A) regional 
B) demographic 
C) lifestyle 
D) geographic 
E) psychographic 
A) regional 
B) demographic 
C) lifestyle 
D) geographic 
E) psychographic

Question 14

Which of the following is a criterion for selecting a target market?

Accepted Answer

A) similarity of needs of potential buyers within a segment 
B) difference of needs of buyers between segments 
C) expected growth of segment 
D) feasibility of a marketing action to reach a segment 
E) simplicity and cost of assigning potential buyers to segments 
A) similarity of needs of potential buyers within a segment 
B) difference of needs of buyers between segments 
C) expected growth of segment 
D) feasibility of a marketing action to reach a segment 
E) simplicity and cost of assigning potential buyers to segments

Question 15

Market segmentation stresses __________ and relating needs and benefits to specific marketing actions.

Accepted Answer

A) grouping people randomly in a market 
B) grouping people according to similar needs 
C) splitting people randomly between markets 
D) dividing people into the smallest groups possible 
E) identifying potential new buyers who are not yet familiar with their product 
A) grouping people randomly in a market 
B) grouping people according to similar needs 
C) splitting people randomly between markets 
D) dividing people into the smallest groups possible 
E) identifying potential new buyers who are not yet familiar with their product

Question 16

People who do not use a firm's product or service, and most likely never will, are referred to as

Accepted Answer

A) nonqualified prospects. 
B) dead leads. 
C) undefined prospects. 
D) nonprospects. 
E) disenfranchised prospects. 
A) nonqualified prospects. 
B) dead leads. 
C) undefined prospects. 
D) nonprospects. 
E) disenfranchised prospects.

Question 17

The company name Zappos was chosen because

Accepted Answer

A) it was the founder's family name. 
B) it conveyed in Spanish the type of product sold. 
C) it inferred how quickly you could access the product. 
D) it contained letters from the names of the three founders. 
E) it reflected the brand name of the first line of shoes they sold. 
A) it was the founder's family name. 
B) it conveyed in Spanish the type of product sold. 
C) it inferred how quickly you could access the product. 
D) it contained letters from the names of the three founders. 
E) it reflected the brand name of the first line of shoes they sold.

Question 18

Market segmentation refers to

Accepted Answer

A) the philosophy that to do a truly excellent job of marketing a company should concentrate only on one segment of customers at a time. 
B) aggregating prospective buyers into groups that have common needs but who respond differently to a marketing action. 
C) aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action. 
D) aggregating prospective buyers into groups and creating or designing specific products that will satisfy their unique needs. 
E) the belief that it is possible to satisfy every customer's needs if you can identify the correct segment in which they belong. 
A) the philosophy that to do a truly excellent job of marketing a company should concentrate only on one segment of customers at a time. 
B) aggregating prospective buyers into groups that have common needs but who respond differently to a marketing action. 
C) aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action. 
D) aggregating prospective buyers into groups and creating or designing specific products that will satisfy their unique needs. 
E) the belief that it is possible to satisfy every customer's needs if you can identify the correct segment in which they belong.

Question 19

Heelys sneakers come with an imbedded, detachable wheel in the shoe's heel.In the sneaker business, Heelys is practicing __________ positioning.

Accepted Answer

A) head-to-head 
B) parallel market 
C) distinction 
D) repositioning 
E) differentiation 
A) head-to-head 
B) parallel market 
C) distinction 
D) repositioning 
E) differentiation

Question 20

Product differentiation refers to

Accepted Answer

A) a marketing strategy whereby a firm selects to sell a product for which there is no direct competition and current substitutes. 
B) a marketing strategy whereby a firm offers a service associated with a product rather than the product itself. 
C) the term used to describe seemingly disparate products that can act as substitutes for one another creating indirect rather than direct competition. 
D) the legal requirement that requires a specified degree of distinction between products to ensure that trademarks, brand names, and/or intellectual property are not being stolen or abused. 
E) a marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products. 
A) a marketing strategy whereby a firm selects to sell a product for which there is no direct competition and current substitutes. 
B) a marketing strategy whereby a firm offers a service associated with a product rather than the product itself. 
C) the term used to describe seemingly disparate products that can act as substitutes for one another creating indirect rather than direct competition. 
D) the legal requirement that requires a specified degree of distinction between products to ensure that trademarks, brand names, and/or intellectual property are not being stolen or abused. 
E) a marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products.

FIGURE 9-1 -Cell "C" in Figure 9-1 represents which stage of the market segmentation process?

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs).

The ultimate criterion for an organization's marketing success in customer relationship management is that __________ as a result of increased synergies.

When a telemarketer calls to sell a consumer life insurance, the first question the telemarketer asks is whether the person answering the phone has a family.Whether the prospect has a family indicates the use of which type of consumer segmentation variable by the telemarketer?

Time magazine publishes 200 different U.S.editions each targeted at unique geographic and demographic segments using a special mix of advertisements.Time is using which of the following segmentation strategies?

An approach to positioning a new product in the market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

A business firm goes to the trouble and expense of segmenting its markets when

Which of the following is an example of a multiple products and multiple markets strategy?

Segmentation which is based on some objective physical, measurable, or other classification attribute of prospective customers is referred to as

Segmentation based on what features are important to different customers is known as

Procter & Gamble Co.(P & G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market is men aged 18 to 34, who don't remember the Old Spice brand sold to their grandfathers many years ago.P & G is using which type of segmentation variable?

Which of the following is a criterion for selecting a target market?

Market segmentation stresses __________ and relating needs and benefits to specific marketing actions.

People who do not use a firm's product or service, and most likely never will, are referred to as

The company name Zappos was chosen because

Market segmentation refers to

Heelys sneakers come with an imbedded, detachable wheel in the shoe's heel.In the sneaker business, Heelys is practicing __________ positioning.

Product differentiation refers to

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 9: Market Segmentation, Targeting, and Positioning

FIGURE 9-1 -Cell "C" in Figure 9-1 represents which stage of the market segmentation process?

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs).

The ultimate criterion for an organization's marketing success in customer relationship management is that __________ as a result of increased synergies.

When a telemarketer calls to sell a consumer life insurance, the first question the telemarketer asks is whether the person answering the phone has a family.Whether the prospect has a family indicates the use of which type of consumer segmentation variable by the telemarketer?

Time magazine publishes 200 different U.S.editions each targeted at unique geographic and demographic segments using a special mix of advertisements.Time is using which of the following segmentation strategies?

An approach to positioning a new product in the market is __________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

A business firm goes to the trouble and expense of segmenting its markets when

Which of the following is an example of a multiple products and multiple markets strategy?

Segmentation which is based on some objective physical, measurable, or other classification attribute of prospective customers is referred to as

Segmentation based on what features are important to different customers is known as

Procter & Gamble Co.(P & G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market is men aged 18 to 34, who don't remember the Old Spice brand sold to their grandfathers many years ago.P & G is using which type of segmentation variable?

Which of the following is a criterion for selecting a target market?

Market segmentation stresses __________ and relating needs and benefits to specific marketing actions.

People who do not use a firm's product or service, and most likely never will, are referred to as

The company name Zappos was chosen because

Market segmentation refers to

Heelys sneakers come with an imbedded, detachable wheel in the shoe's heel.In the sneaker business, Heelys is practicing __________ positioning.

Product differentiation refers to

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters