Question 1

Hallmark placed its scrapbook supplies, photo albums and related supplies into one product group because

Accepted Answer

A) it was easier to forecast future sales since there were fewer market-product combinations. 
B) customers could buy in quantity and take advantage of quantity discounts. 
C) their suppliers provided free displays and shelving to highlight the supplier's products. 
D) it helped buyers relate to the products in a meaningful way. 
E) it allowed customers to compare price and quality with competitors who displayed their products in a similar manner. 
A) it was easier to forecast future sales since there were fewer market-product combinations. 
B) customers could buy in quantity and take advantage of quantity discounts. 
C) their suppliers provided free displays and shelving to highlight the supplier's products. 
D) it helped buyers relate to the products in a meaningful way. 
E) it allowed customers to compare price and quality with competitors who displayed their products in a similar manner.

Question 2

Explain the difference between mass customization and build-to-order.

Accepted Answer

Mass customization involves the tailorin

Question 3

Chip-N-Dough Cookie Co.in Santa Ana, CA sells organic cookies to corporate customers in tins with the customer's corporate logo printed on it.The largest order has been for 15,000 tins or 360,000 cookies.This is an example of

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 4

The quantity consumed or patronage (store visits) during a specific period is referred to as

Accepted Answer

A) usage rate. 
B) purchase pace. 
C) trial magnitude. 
D) consumption rate. 
E) extent of involvement. 
A) usage rate. 
B) purchase pace. 
C) trial magnitude. 
D) consumption rate. 
E) extent of involvement.

Question 5

Behavioral segmentation encompasses both

Accepted Answer

A) life styles and psychographics. 
B) consumer and supplier behaviors. 
C) geographic and demographic criteria. 
D) one time and repeat customers identification. 
E) price and benefits. 
A) life styles and psychographics. 
B) consumer and supplier behaviors. 
C) geographic and demographic criteria. 
D) one time and repeat customers identification. 
E) price and benefits.

Question 6

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50, or you can buy a card that's not quite as nice but just as sentimental from the store's new $.99 line of greeting cards.This is an example of

Accepted Answer

A) mass customization. 
B) organizational synergy. 
C) one product and multiple market segments. 
D) price discrimination. 
E) a "Tiffany/Wal-Mart" strategy. 
A) mass customization. 
B) organizational synergy. 
C) one product and multiple market segments. 
D) price discrimination. 
E) a "Tiffany/Wal-Mart" strategy.

Question 7

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

Accepted Answer

A) you have an advantage over both McDonald's and Burger King as being the most preferred "second choice" restaurant. 
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 and Burger King. 
A) you have an advantage over both McDonald's and Burger King as being the most preferred "second choice" restaurant. 
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 and Burger King.

Question 8

If a firm cannot afford to do both, it will often favor _________ over __________ because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.

Accepted Answer

A) product synergies; market synergies 
B) market synergies; product synergies 
C) supplier synergies; consumer synergies 
D) distributor synergies; supplier synergies 
E) manufacturing synergies; marketing synergies 
A) product synergies; market synergies 
B) market synergies; product synergies 
C) supplier synergies; consumer synergies 
D) distributor synergies; supplier synergies 
E) manufacturing synergies; marketing synergies

Question 9

The primary focus of Zappos' market segmentation strategy is

Accepted Answer

A) sell a huge selection of shoes to people who will buy them online. 
B) sell a wide selection of leather shoes and boots to retailers. 
C) sell all types of shoes, accessories, and clothing to department stores. 
D) use organizational segmentation to sell accessories to consumers. 
E) sell children's shoes to online retailers. 
A) sell a huge selection of shoes to people who will buy them online. 
B) sell a wide selection of leather shoes and boots to retailers. 
C) sell all types of shoes, accessories, and clothing to department stores. 
D) use organizational segmentation to sell accessories to consumers. 
E) sell children's shoes to online retailers.

Question 10

Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm, dry air where the operation is located serves as a cheap and effective airplane preservative.Which organizational segmentation variable might Evergreen use to segment the market?

Accepted Answer

A) NAICS sector 
B) number of locations 
C) area density 
D) statistical area 
E) number of employees 
A) NAICS sector 
B) number of locations 
C) area density 
D) statistical area 
E) number of employees

Question 11

FIGURE 9-4  
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different "products."

Accepted Answer

A) horizontally across the rows 
B) vertically from top to bottom 
C) between full meals and snacks 
D) between permanent and nonpermanent residents 
E) both horizontally and vertically depending upon the marketing action 
A) horizontally across the rows 
B) vertically from top to bottom 
C) between full meals and snacks 
D) between permanent and nonpermanent residents 
E) both horizontally and vertically depending upon the marketing action

Question 12

The fourth step in segmenting and targeting markets is to __________.

Accepted Answer

A) group potential buyers into segments 
B) select target markets 
C) group product to be sold into categories 
D) develop a market-product grid and estimate size of the overall market 
E) take marketing actions to reach markets 
A) group potential buyers into segments 
B) select target markets 
C) group product to be sold into categories 
D) develop a market-product grid and estimate size of the overall market 
E) take marketing actions to reach markets

Question 13

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

Accepted Answer

A) Campbell's makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. 
B) GE built a downsized microwave oven to hang under kitchen cabinets. 
C) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
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) Campbell's makes spicier nacho cheese sauce for its distributors in Texas than it does in Maine. 
B) GE built a downsized microwave oven to hang under kitchen cabinets. 
C) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
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 14

Neilsen Claritas' lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Accepted Answer

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

Question 15

The segmentation strategy used by Price Sports today is

Accepted Answer

A) geographic. 
B) behavioral. 
C) psychographic. 
D) socioeconomic. 
E) resource based. 
A) geographic. 
B) behavioral. 
C) psychographic. 
D) socioeconomic. 
E) resource based.

Question 16

Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

Accepted Answer

A) market segmentation. 
B) mass customization. 
C) customized manufacturing. 
D) single chain marketing. 
E) market specific selection. 
A) market segmentation. 
B) mass customization. 
C) customized manufacturing. 
D) single chain marketing. 
E) market specific selection.

Question 17

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) Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of products. 
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) Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of products. 
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 18

A choice to take advantage of marketing synergies can often come at the expense of production ones because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.The company saves money on __________ but spends more on __________.

Accepted Answer

A) competition; marketing 
B) production; marketing 
C) marketing research; marketing 
D) marketing; production 
E) marketing; competition 
A) competition; marketing 
B) production; marketing 
C) marketing research; marketing 
D) marketing; production 
E) marketing; competition

Question 19

Segmentation based on where prospective customers live or work is referred to as

Accepted Answer

A) zip code segmentation. 
B) geographic segmentation. 
C) regional segmentation. 
D) MSA segmentation. 
E) NAICS code segmentation. 
A) zip code segmentation. 
B) geographic segmentation. 
C) regional segmentation. 
D) MSA segmentation. 
E) NAICS code segmentation.

Question 20

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as __________.

Accepted Answer

A) payoff table 
B) cross-tabulation 
C) market-product grid 
D) growth-share matrix 
E) product differentiation table 
A) payoff table 
B) cross-tabulation 
C) market-product grid 
D) growth-share matrix 
E) product differentiation table

Hallmark placed its scrapbook supplies, photo albums and related supplies into one product group because

Explain the difference between mass customization and build-to-order.

Chip-N-Dough Cookie Co.in Santa Ana, CA sells organic cookies to corporate customers in tins with the customer's corporate logo printed on it.The largest order has been for 15,000 tins or 360,000 cookies.This is an example of

The quantity consumed or patronage (store visits) during a specific period is referred to as

Behavioral segmentation encompasses both

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50, or you can buy a card that's not quite as nice but just as sentimental from the store's new $.99 line of greeting cards.This is an example of

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

If a firm cannot afford to do both, it will often favor _ over __ because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.

The primary focus of Zappos' market segmentation strategy is

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different "products."

The fourth step in segmenting and targeting markets is to __________.

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

Neilsen Claritas' lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

The segmentation strategy used by Price Sports today is

Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

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

A choice to take advantage of marketing synergies can often come at the expense of production ones because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.The company saves money on but spends more on .

Segmentation based on where prospective customers live or work is referred to as

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as __________.

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

Hallmark placed its scrapbook supplies, photo albums and related supplies into one product group because

Explain the difference between mass customization and build-to-order.

Chip-N-Dough Cookie Co.in Santa Ana, CA sells organic cookies to corporate customers in tins with the customer's corporate logo printed on it.The largest order has been for 15,000 tins or 360,000 cookies.This is an example of

The quantity consumed or patronage (store visits) during a specific period is referred to as

Behavioral segmentation encompasses both

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50, or you can buy a card that's not quite as nice but just as sentimental from the store's new $.99 line of greeting cards.This is an example of

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

If a firm cannot afford to do both, it will often favor _________ over __________ because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.

The primary focus of Zappos' market segmentation strategy is

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different "products."

The fourth step in segmenting and targeting markets is to __________.

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

Neilsen Claritas' lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

The segmentation strategy used by Price Sports today is

Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

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

Segmentation based on where prospective customers live or work is referred to as

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as __________.

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

If a firm cannot afford to do both, it will often favor _ over __ because a single customer segment will likely require a variety of products, each of which will have to be designed and manufactured.