Question 1

It is not recommended that a firm select a target segment that

Accepted Answer

A) is incompatible with its company's goals or objectives. 
B) requires more than one marketing action. 
C) is identical in structure to a competitor's target segment. 
D) would require entry in a global marketplace. 
E) has a growth potential that would require increasing the current workforce. 
A) is incompatible with its company's goals or objectives. 
B) requires more than one marketing action. 
C) is identical in structure to a competitor's target segment. 
D) would require entry in a global marketplace. 
E) has a growth potential that would require increasing the current workforce.

Question 2

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 sellers between segments 
C) feasibility of a marketing action to reach a segment 
D) competitive position, or amount of competition in the 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 sellers between segments 
C) feasibility of a marketing action to reach a segment 
D) competitive position, or amount of competition in the segment 
E) simplicity and cost of assigning potential buyers to segments

Question 3

A means of displaying or graphing in two dimensions, the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as __________.

Accepted Answer

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

Question 4

A different market segment usually requires a different marketing action that, in turn means greater costs.If increased revenues don't offset extra costs of this action, a marketer should __________ to reduce the number of marketing actions.

Accepted Answer

A) increase the advertising budget 
B) limit the product offerings 
C) family brand their products 
D) combine segments 
E) discontinue offering the good or service 
A) increase the advertising budget 
B) limit the product offerings 
C) family brand their products 
D) combine segments 
E) discontinue offering the good or service

Question 5

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubblegum flavor.Sometime later the same basic formula was given a fresh, minty flavor to appeal to adults.What is this marketing strategy called?

Accepted Answer

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

Question 6

Neilsen Claritas' PRIZM is used to classify every household into one of 66 demographical and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area, such as zip code.

Accepted Answer

A) psychographic 
B) behaviorally 
C) situational 
D) socioeconomic 
E) ethnographical 
A) psychographic 
B) behaviorally 
C) situational 
D) socioeconomic 
E) ethnographical

Question 7

One marketing action that can be taken to sell a single product or service to multiple market segments is

Accepted Answer

A) develop and produce another version of the product. 
B) manufacture products that appeal to different markets. 
C) develop separate promotional campaigns. 
D) purchase another firm that has additional products that would appeal to multiple markets. 
E) issue stock used for additional research and development for improved products. 
A) develop and produce another version of the product. 
B) manufacture products that appeal to different markets. 
C) develop separate promotional campaigns. 
D) purchase another firm that has additional products that would appeal to multiple markets. 
E) issue stock used for additional research and development for improved products.

Question 8

Humility, humor, and honesty in relationships are all examples of Zappos' __________.

Accepted Answer

A) profile of the target market for teachers 
B) profile of the target market for nurses 
C) ten core values for Zappos employees 
D) qualities required from Zappos suppliers 
E) qualities required from Zappos retailers 
A) profile of the target market for teachers 
B) profile of the target market for nurses 
C) ten core values for Zappos employees 
D) qualities required from Zappos suppliers 
E) qualities required from Zappos retailers

Question 9

Determining the size of specific markets using a market-product grid is helpful in determining which target market segments to select and

Accepted Answer

A) how to implement the 80-20 rule. 
B) which products to be sold into groups. 
C) how to implement a harvesting strategy. 
D) which product groupings to offer. 
E) which products to reposition. 
A) how to implement the 80-20 rule. 
B) which products to be sold into groups. 
C) how to implement a harvesting strategy. 
D) which product groupings to offer. 
E) which products to reposition.

Question 10

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Marketing synergies run horizontally acr

Question 11

Many families today hold potluck meals during holidays or special events.Participants bring casseroles, vegetables, breads, and desserts and all share the food.It is easy to forget to take the bowl that you brought to the dinner home with you.Reynolds responded to this problem by creating Pot Lux cookware, attractive and inexpensive disposable dishes for transporting food.Reynolds has recognized how to use _________ variables to segment its market.

Accepted Answer

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

Question 12

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it serves customers' needs better, doesn't reduce quality or increase price, and

Accepted Answer

A) conforms to all FDA guidelines. 
B) creates economy of scale. 
C) decreases the cost of the physical plant. 
D) stabilizes the sales revenues and profits. 
E) adds to the manufacturer's sales revenues and profits. 
A) conforms to all FDA guidelines. 
B) creates economy of scale. 
C) decreases the cost of the physical plant. 
D) stabilizes the sales revenues and profits. 
E) adds to the manufacturer's sales revenues and profits.

Question 13

At a Hallmark store you can find several different product lines of greeting cards, likely including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African-Americans.This is an example of __________ segmentation.

Accepted Answer

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

Question 14

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A) payoff table. 
B) growth matrix. 
C) market-product grid. 
D) perceptual map. 
E) consumer preference matrix. 
A) payoff table. 
B) growth matrix. 
C) market-product grid. 
D) perceptual map. 
E) consumer preference matrix.

Question 15

FIGURE 9-4  
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Sending out coupons for "10 percent off all purchases between 2:00 PM and 4:30 PM" during fall term would be especially targeted at potential

Accepted Answer

A) dormitory customers. 
B) night commuter customers. 
C) between-meal snack customers. 
D) after-dinner snack customers. 
E) apartment customers. 
A) dormitory customers. 
B) night commuter customers. 
C) between-meal snack customers. 
D) after-dinner snack customers. 
E) apartment customers.

Question 16

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' needs and

Accepted Answer

A) self-regulatory industry standards. 
B) government regulations. 
C) top-level management. 
D) controllable environmental factors. 
E) the organization's marketing program. 
A) self-regulatory industry standards. 
B) government regulations. 
C) top-level management. 
D) controllable environmental factors. 
E) the organization's marketing program.

Question 17

Each cell of the market-product grid shows __________.

Accepted Answer

A) total market share 
B) estimated market size 
C) investment required to reach the market 
D) potential risks over potential profits 
E) estimated profit margin 
A) total market share 
B) estimated market size 
C) investment required to reach the market 
D) potential risks over potential profits 
E) estimated profit margin

Question 18

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs-such as the original line-drawn figures on fine china sold at Nordstrom and a cartoon-like Pooh on polyester bed sheets sold at Wal-Mart.This is an example of

Accepted Answer

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

Question 19

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids __________, which often results in extremely high research, engineering, and manufacturing expenses.

Accepted Answer

A) the extra cost of developing and producing additional versions of the product 
B) creating a customer service gap 
C) indirect distribution and logistics problems 
D) restructuring the firm's strategic planning 
E) amortization costs of product enhancements 
A) the extra cost of developing and producing additional versions of the product 
B) creating a customer service gap 
C) indirect distribution and logistics problems 
D) restructuring the firm's strategic planning 
E) amortization costs of product enhancements

Question 20

According to Tony Hsieh, CEO of Zappos, the greatest amount of time is spent

Accepted Answer

A) seeking out new and unusual styles of shoes from all over the world. 
B) improving the Web site to make it faster, more interesting, and fun. 
C) seeking out new markets that will go beyond the Internet. 
D) finding the fastest and least expensive modes of delivery for their product. 
E) finding new and improved ways to improve customer-service levels. 
A) seeking out new and unusual styles of shoes from all over the world. 
B) improving the Web site to make it faster, more interesting, and fun. 
C) seeking out new markets that will go beyond the Internet. 
D) finding the fastest and least expensive modes of delivery for their product. 
E) finding new and improved ways to improve customer-service levels.

It is not recommended that a firm select a target segment that

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

A means of displaying or graphing in two dimensions, the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as __________.

A different market segment usually requires a different marketing action that, in turn means greater costs.If increased revenues don't offset extra costs of this action, a marketer should __________ to reduce the number of marketing actions.

Neilsen Claritas' PRIZM is used to classify every household into one of 66 demographical and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area, such as zip code.

One marketing action that can be taken to sell a single product or service to multiple market segments is

Humility, humor, and honesty in relationships are all examples of Zappos' __________.

Determining the size of specific markets using a market-product grid is helpful in determining which target market segments to select and

Explain the difference between marketing synergies and product synergies.

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Sending out coupons for "10 percent off all purchases between 2:00 PM and 4:30 PM" during fall term would be especially targeted at potential

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' needs and

Each cell of the market-product grid shows __________.

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs-such as the original line-drawn figures on fine china sold at Nordstrom and a cartoon-like Pooh on polyester bed sheets sold at Wal-Mart.This is an example of

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids __________, which often results in extremely high research, engineering, and manufacturing expenses.

According to Tony Hsieh, CEO of Zappos, the greatest amount of time is spent

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

It is not recommended that a firm select a target segment that

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

A means of displaying or graphing in two dimensions, the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as __________.

A different market segment usually requires a different marketing action that, in turn means greater costs.If increased revenues don't offset extra costs of this action, a marketer should __________ to reduce the number of marketing actions.

Neilsen Claritas' PRIZM is used to classify every household into one of 66 demographical and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area, such as zip code.

One marketing action that can be taken to sell a single product or service to multiple market segments is

Humility, humor, and honesty in relationships are all examples of Zappos' __________.

Determining the size of specific markets using a market-product grid is helpful in determining which target market segments to select and

Explain the difference between marketing synergies and product synergies.

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Sending out coupons for "10 percent off all purchases between 2:00 PM and 4:30 PM" during fall term would be especially targeted at potential

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' needs and

Each cell of the market-product grid shows __________.

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs-such as the original line-drawn figures on fine china sold at Nordstrom and a cartoon-like Pooh on polyester bed sheets sold at Wal-Mart.This is an example of

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids __________, which often results in extremely high research, engineering, and manufacturing expenses.

According to Tony Hsieh, CEO of Zappos, the greatest amount of time is spent

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