Question 1

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as

Accepted Answer

A) behavioral segmentation. 
B) situational segmentation. 
C) socioeconomic segmentation. 
D) psychographic segmentation. 
E) psycho-social segmentation. 
A) behavioral segmentation. 
B) situational segmentation. 
C) socioeconomic segmentation. 
D) psychographic segmentation. 
E) psycho-social segmentation.

Question 2

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the paper product aisle.Why would Safeway display product groupings in this manner?

Accepted Answer

A) The groupings increase the number of market-product combinations on the market-product grid into a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly creating time utility. 
C) The products are grouped so people can relate to these product groupings in a more meaningful way as they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store. 
A) The groupings increase the number of market-product combinations on the market-product grid into a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly creating time utility. 
C) The products are grouped so people can relate to these product groupings in a more meaningful way as they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store.

Question 3

In the early 1980s Apple Computer Company was often called "Camp Runamok" because

Accepted Answer

A) every employee was encouraged to do his or her "own thing." 
B) it was concentrating on laptops while everyone else was concentrating on PCs. 
C) all the employees were so young, they occasionally played more than they worked. 
D) there were no coherent product lines targeted to identifiable market segments. 
E) they had made their personal computers too "personal" so they lost their economies of scale. 
A) every employee was encouraged to do his or her "own thing." 
B) it was concentrating on laptops while everyone else was concentrating on PCs. 
C) all the employees were so young, they occasionally played more than they worked. 
D) there were no coherent product lines targeted to identifiable market segments. 
E) they had made their personal computers too "personal" so they lost their economies of scale.

Question 4

Which of the following statements demonstrates the formation of a segment based on region?

Accepted Answer

A) GE built a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) In China KFC sells a much spicier chicken the farther away its restaurants are from the coastal areas. 
D) A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. 
A) GE built a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) In China KFC sells a much spicier chicken the farther away its restaurants are from the coastal areas. 
D) A fast food hamburger restaurant is open for breakfast on Sunday mornings but not on weekdays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.

Question 5

FIGURE 9-4  
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume students who live in dormitories or apartments on or near the campus cannot use student parking lots.Placing flyers under windshield wipers of cars parked in student parking lots on weekdays between 7:00 AM and 4:00 PM that offer a $2 off coupon on any meal during spring term would be especially targeted at potential

Accepted Answer

A) faculty customers. 
B) staff customers. 
C) day commuter customers. 
D) night commuter customers. 
E) dinner customers. 
A) faculty customers. 
B) staff customers. 
C) day commuter customers. 
D) night commuter customers. 
E) dinner customers.

Question 6

E-Bay has many different groups on its Web site.Groups range from Collectors Clubs to the e-Bay Community Cookbook group.E-bay uses a __________ strategy to reach several different market segments.

Accepted Answer

A) product sampling 
B) product extrapolation 
C) product differentiation 
D) usage segmentation 
E) behavioral segmentation 
A) product sampling 
B) product extrapolation 
C) product differentiation 
D) usage segmentation 
E) behavioral segmentation

Question 7

Which of the following is not a criterion to use in forming market segments?

Accepted Answer

A) The ability to assign buyers to a segment is cost-effective and simple. 
B) The result of segmenting will cause an increase in market share or profit. 
C) There are significant similarities among buyers in the market segment. 
D) There is a potential marketing action to reach the segment. 
E) Buyers throughout the market have very similar wants and needs. 
A) The ability to assign buyers to a segment is cost-effective and simple. 
B) The result of segmenting will cause an increase in market share or profit. 
C) There are significant similarities among buyers in the market segment. 
D) There is a potential marketing action to reach the segment. 
E) Buyers throughout the market have very similar wants and needs.

Question 8

Tailoring goods or services to the tastes of individual customers on a high-volume scale is referred to as

Accepted Answer

A) family branding. 
B) mass customization. 
C) synergistic marketing. 
D) market melding. 
E) specialty customization. 
A) family branding. 
B) mass customization. 
C) synergistic marketing. 
D) market melding. 
E) specialty customization.

Question 9

Cannibalization would most likely occur if

Accepted Answer

A) Dell adds high-end speaker systems to its line. 
B) General Mills markets a new version of sweetened Cheerios that tastes like mango. 
C) General Motors markets a sport coupe similar to the BMW Z4. 
D) Pillsbury adds boxed sugar to its product line. 
E) Procter & Gamble adds a new line of baby clothing to its product mix. 
A) Dell adds high-end speaker systems to its line. 
B) General Mills markets a new version of sweetened Cheerios that tastes like mango. 
C) General Motors markets a sport coupe similar to the BMW Z4. 
D) Pillsbury adds boxed sugar to its product line. 
E) Procter & Gamble adds a new line of baby clothing to its product mix.

Question 10

Which of the following statements about market segmentation is most accurate?

Accepted Answer

A) Criteria for segmenting markets are the same whether the market is composed of consumers or organizations. 
B) Both consumer markets and organizational markets use demographic, geographic, and behavioral criteria to aid in segmentation. 
C) Psychographic criteria are as important in segmenting organizational markets as they are in segmenting consumer markets. 
D) Organizational markets use completely different selection criteria from consumer markets since organizational markets include non-profit organizations. 
E) The greatest difference in market segmentation strategies between consumer and organizational markets is the degree of profit. 
A) Criteria for segmenting markets are the same whether the market is composed of consumers or organizations. 
B) Both consumer markets and organizational markets use demographic, geographic, and behavioral criteria to aid in segmentation. 
C) Psychographic criteria are as important in segmenting organizational markets as they are in segmenting consumer markets. 
D) Organizational markets use completely different selection criteria from consumer markets since organizational markets include non-profit organizations. 
E) The greatest difference in market segmentation strategies between consumer and organizational markets is the degree of profit.

Question 11

The best segmentation approach is the one that

Accepted Answer

A) makes it easiest to reach the segment. 
B) recognizes different needs of buyers among different segments. 
C) recognizes similarities of needs of potential buyers within a segment. 
D) is simplest and least costly in assigning potential buyers to segments. 
E) maximizes the opportunity for future profit and return on investment. 
A) makes it easiest to reach the segment. 
B) recognizes different needs of buyers among different segments. 
C) recognizes similarities of needs of potential buyers within a segment. 
D) is simplest and least costly in assigning potential buyers to segments. 
E) maximizes the opportunity for future profit and return on investment.

Question 12

As an owner of a Wendy's fast food restaurant, the information in Figure 9-3 above suggests

Accepted Answer

A) new menu items or promotional strategies may succeed in converting the prospects into users. 
B) most of the respondents think of Wendy's as their primary fast food restaurant. 
C) McDonald's has fewer "exclusively loyal" customers than Wendy's does. 
D) Burger King is closing in on your market share. 
E) a need to devise a marketing program to win customers from McDonald's instead of Burger King. 
A) new menu items or promotional strategies may succeed in converting the prospects into users. 
B) most of the respondents think of Wendy's as their primary fast food restaurant. 
C) McDonald's has fewer "exclusively loyal" customers than Wendy's does. 
D) Burger King is closing in on your market share. 
E) a need to devise a marketing program to win customers from McDonald's instead of Burger King.

Question 13

The 80/20 rule is a concept that suggests

Accepted Answer

A) eighty percent of a firm's inventory should be readily available, and twenty percent should be reserved for emergency demand. 
B) eighty percent of a firm's first time users will become brand loyal and twenty percent of the firm's first time users will use the product only once. 
C) eighty percent of a firm's sales are obtained from twenty percent of its customers. 
D) eighty percent of a firm's expenditures are tax deductible and twenty percent are not. 
E) eighty percent of a firm's products will ultimately be sold at the original markup price, and twenty percent will not. 
A) eighty percent of a firm's inventory should be readily available, and twenty percent should be reserved for emergency demand. 
B) eighty percent of a firm's first time users will become brand loyal and twenty percent of the firm's first time users will use the product only once. 
C) eighty percent of a firm's sales are obtained from twenty percent of its customers. 
D) eighty percent of a firm's expenditures are tax deductible and twenty percent are not. 
E) eighty percent of a firm's products will ultimately be sold at the original markup price, and twenty percent will not.

Question 14

Which of the following is an example of a "Tiffany/Wal-Mart" 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) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22. 
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) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 15

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Accepted Answer

A) Within a segment the needs of potential buyers should be different; among segments, the needs of buyers should be similar. 
B) Within a segment the needs of potential buyers should be similar; among segments, the needs of buyers should be different. 
C) The needs of buyers should be different, both between segments and within segments. 
D) The needs of buyers should be the same, both between segments and within segments. 
E) If there are any differences at all, you should segment your market. 
A) Within a segment the needs of potential buyers should be different; among segments, the needs of buyers should be similar. 
B) Within a segment the needs of potential buyers should be similar; among segments, the needs of buyers should be different. 
C) The needs of buyers should be different, both between segments and within segments. 
D) The needs of buyers should be the same, both between segments and within segments. 
E) If there are any differences at all, you should segment your market.

Question 16

Which of the following is a criterion used for selecting a target segment?

Accepted Answer

A) potential for increased profit 
B) similarity of needs of potential buyers within a segment 
C) cost of reaching the segment 
D) difference of needs of buyers among segments 
E) potential of a marketing action to reach a segment 
A) potential for increased profit 
B) similarity of needs of potential buyers within a segment 
C) cost of reaching the segment 
D) difference of needs of buyers among segments 
E) potential of a marketing action to reach a segment

Question 17

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

Accepted Answer

A) demographic clusters. 
B) organizational buyers. 
C) ultimate consumers. 
D) market segments. 
E) qualified prospects. 
A) demographic clusters. 
B) organizational buyers. 
C) ultimate consumers. 
D) market segments. 
E) qualified prospects.

Question 18

More than half of all U.S.households are made up of only one or two persons, so Campbell's packages meals with only one or two servings-from Great Starts breakfasts to L'Orient dinners.Campbell's is using __________ to segment its market.

Accepted Answer

A) usage rates 
B) usage patterns 
C) buyer situations 
D) demographic characteristics 
E) psychographic characteristics 
A) usage rates 
B) usage patterns 
C) buyer situations 
D) demographic characteristics 
E) psychographic characteristics

Question 19

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

Accepted Answer

A) against high producing market segments. 
B) against low producing market segments. 
C) in the minds of consumers. 
D) within distribution channels. 
E) against the revenues generated by other products or brands within the company. 
A) against high producing market segments. 
B) against low producing market segments. 
C) in the minds of consumers. 
D) within distribution channels. 
E) against the revenues generated by other products or brands within the company.

Question 20

FIGURE 9-5  
-According to Figure 9-5 above, Apple would most likely get the least market synergies from

Accepted Answer

A) students, creative professionals. 
B) individuals and small home office users. 
C) medium large businesses and college faculty. 
D) students, teachers, and college staff. 
E) creative professionals. 
A) students, creative professionals. 
B) individuals and small home office users. 
C) medium large businesses and college faculty. 
D) students, teachers, and college staff. 
E) creative professionals.

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the paper product aisle.Why would Safeway display product groupings in this manner?

In the early 1980s Apple Computer Company was often called "Camp Runamok" because

Which of the following statements demonstrates the formation of a segment based on region?

E-Bay has many different groups on its Web site.Groups range from Collectors Clubs to the e-Bay Community Cookbook group.E-bay uses a __________ strategy to reach several different market segments.

Which of the following is not a criterion to use in forming market segments?

Tailoring goods or services to the tastes of individual customers on a high-volume scale is referred to as

Cannibalization would most likely occur if

Which of the following statements about market segmentation is most accurate?

The best segmentation approach is the one that

As an owner of a Wendy's fast food restaurant, the information in Figure 9-3 above suggests

The 80/20 rule is a concept that suggests

Which of the following is an example of a "Tiffany/Wal-Mart" strategy?

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Which of the following is a criterion used for selecting a target segment?

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

More than half of all U.S.households are made up of only one or two persons, so Campbell's packages meals with only one or two servings-from Great Starts breakfasts to L'Orient dinners.Campbell's is using __________ to segment its market.

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

FIGURE 9-5 -According to Figure 9-5 above, Apple would most likely get the least market synergies from

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

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the paper product aisle.Why would Safeway display product groupings in this manner?

In the early 1980s Apple Computer Company was often called "Camp Runamok" because

Which of the following statements demonstrates the formation of a segment based on region?

E-Bay has many different groups on its Web site.Groups range from Collectors Clubs to the e-Bay Community Cookbook group.E-bay uses a __________ strategy to reach several different market segments.

Which of the following is not a criterion to use in forming market segments?

Tailoring goods or services to the tastes of individual customers on a high-volume scale is referred to as

Cannibalization would most likely occur if

Which of the following statements about market segmentation is most accurate?

The best segmentation approach is the one that

As an owner of a Wendy's fast food restaurant, the information in Figure 9-3 above suggests

The 80/20 rule is a concept that suggests

Which of the following is an example of a "Tiffany/Wal-Mart" strategy?

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Which of the following is a criterion used for selecting a target segment?

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

More than half of all U.S.households are made up of only one or two persons, so Campbell's packages meals with only one or two servings-from Great Starts breakfasts to L'Orient dinners.Campbell's is using __________ to segment its market.

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

FIGURE 9-5 -According to Figure 9-5 above, Apple would most likely get the least market synergies from

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