Question 1

When JC Penney orders winter coats, it sends them to stores at different times of the year.This is an example of _______.

Accepted Answer

A)  Demographic segmentation. 
B)  Climate segmentation. 
C)  Geographic biases. 
D)  Lack of winter in the south. 
E)  Climate change. 
A)  Demographic segmentation. 
B)  Climate segmentation. 
C)  Geographic biases. 
D)  Lack of winter in the south. 
E)  Climate change.

Question 2

When P & G bought Gillette it thought that there was a strategic fit between the companies.This was a good fit because they had _______________.

Accepted Answer

A)  The same ad agency. 
B)  Sophisticated supply chain systems including international markets. 
C)  Similar price structures. 
D)  Great brand awareness. 
E)  None of the above. 
A)  The same ad agency. 
B)  Sophisticated supply chain systems including international markets. 
C)  Similar price structures. 
D)  Great brand awareness. 
E)  None of the above.

Question 3

When P & G purchased Gillette, it saw a market (men's toiletries market)that was large and had a good growth rate.This combination made it hard not to buy the company even at a price of $57 billion.

Accepted Answer

A) True 
 B)False

Question 4

A marketing manager using VALS is interested in ____________ segmentation.

Accepted Answer

A)  Geographic. 
B)  Psychographic. 
C)  Geodemographic. 
D)  Occasion. 
E)  Benefits Sought. 
A)  Geographic. 
B)  Psychographic. 
C)  Geodemographic. 
D)  Occasion. 
E)  Benefits Sought.

Question 5

Why is the Benefits Sought method of segmentation a good place to start the segmentation process?

Accepted Answer

For many marketing managers, segmentatio

Question 6

When positioning a firm against competition, segmenting companies often use __________.

Accepted Answer

A)  Two dimensional maps of the consumer's mind. 
B)  Generic price-quality perceptual maps. 
C)  Three dimensional mind maps. 
D)  Two consumer variables taken together. 
E)  None of the above. 
A)  Two dimensional maps of the consumer's mind. 
B)  Generic price-quality perceptual maps. 
C)  Three dimensional mind maps. 
D)  Two consumer variables taken together. 
E)  None of the above.

Question 7

Usage segmentation focuses on how much of the product different groups consume.It can also be described as _______.

Accepted Answer

A)  80/20 rule. 
B)  Heavy users. 
C)  Light users. 
D)  Medium users. 
E)  All of the above. 
A)  80/20 rule. 
B)  Heavy users. 
C)  Light users. 
D)  Medium users. 
E)  All of the above.

Question 8

Identify and describe the four types of positioning errors.

Accepted Answer

Underpositioning: when consumers have on

Question 9

The fastest growing minority group in the United States is ______.

Accepted Answer

A)  Asians. 
B)  African Americans. 
C)  Hispanics. 
D)  American Indians. 
E)  None of the above. 
A)  Asians. 
B)  African Americans. 
C)  Hispanics. 
D)  American Indians. 
E)  None of the above.

Question 10

Generation "X" is often referred to as the ________.

Accepted Answer

A)  Spoiled generation. 
B)  Non-consumption generation. 
C)  Millennial generation. 
D)  Baby bust generation. 
E)  None of the above. 
A)  Spoiled generation. 
B)  Non-consumption generation. 
C)  Millennial generation. 
D)  Baby bust generation. 
E)  None of the above.

Question 11

BMW is a good example of a company that employs symbols, atmosphere, and creative media to compete with a positioning strategy of Image Leadership.

Accepted Answer

A) True 
 B)False

Question 12

A personnel leadership position implies that a company ________.

Accepted Answer

A)  Has employees who are more talented than the competition. 
B)  Has the lowest cost employees. 
C)  Has the highest cost benefit package. 
D)  Has the intent to hire employees already trained. 
E)  Has systems to monitor employee benefits. 
A)  Has employees who are more talented than the competition. 
B)  Has the lowest cost employees. 
C)  Has the highest cost benefit package. 
D)  Has the intent to hire employees already trained. 
E)  Has systems to monitor employee benefits.

Question 13

There are popular approaches to segment the market geographically.Of the techniques below the one that is not used is _________.

Accepted Answer

A)  Region. 
B)  Density of population. 
C)  Size of population. 
D)  Sensitivity of population. 
E)  All of the above are used. 
A)  Region. 
B)  Density of population. 
C)  Size of population. 
D)  Sensitivity of population. 
E)  All of the above are used.

Question 14

The ____________ race and ethnicity market segment is not growing at a fast rate.

Accepted Answer

A)  African-American. 
B)  Hispanic. 
C)  Asian-American. 
D)  Caucasian. 
E)  Catholic. 
A)  African-American. 
B)  Hispanic. 
C)  Asian-American. 
D)  Caucasian. 
E)  Catholic.

Question 15

Target marketing is the process by which __________.

Accepted Answer

A)  The market is divided up into cohesive groups. 
B)  The company evaluates segments and decides which ones have the most potential for development. 
C)  The company decides on which words can be used to attack each segment. 
D)  Groups are evaluated on the basis of high or low churn to see which is the most profitable. 
E)  None of the above. 
A)  The market is divided up into cohesive groups. 
B)  The company evaluates segments and decides which ones have the most potential for development. 
C)  The company decides on which words can be used to attack each segment. 
D)  Groups are evaluated on the basis of high or low churn to see which is the most profitable. 
E)  None of the above.

Question 16

Define perceptual maps.

Accepted Answer

The data generated from the above analys

Question 17

Demographics are used as a segmentation variable in both the consumer and business markets.The variables are different for the two markets but the concept is the same for both markets.

Accepted Answer

A) True 
 B)False

Question 18

Ron's grandfather was born in 1934.What generation does he belong to and what are its characteristics?

Accepted Answer

Silent (35 million born 1925-1

Question 19

What is the size of the minority population in the U.S.and which is the largest minority group?

Accepted Answer

100.7 million people are in mi

Question 20

In the B2B market, how do you segment by operating variables?

Accepted Answer

Look at technology,

When JC Penney orders winter coats, it sends them to stores at different times of the year.This is an example of _______.

When P & G bought Gillette it thought that there was a strategic fit between the companies.This was a good fit because they had _______________.

When P & G purchased Gillette, it saw a market (men's toiletries market)that was large and had a good growth rate.This combination made it hard not to buy the company even at a price of $57 billion.

A marketing manager using VALS is interested in ____________ segmentation.

Why is the Benefits Sought method of segmentation a good place to start the segmentation process?

When positioning a firm against competition, segmenting companies often use __________.

Usage segmentation focuses on how much of the product different groups consume.It can also be described as _______.

Identify and describe the four types of positioning errors.

The fastest growing minority group in the United States is ______.

Generation "X" is often referred to as the ________.

BMW is a good example of a company that employs symbols, atmosphere, and creative media to compete with a positioning strategy of Image Leadership.

A personnel leadership position implies that a company ________.

There are popular approaches to segment the market geographically.Of the techniques below the one that is not used is _________.

The ____________ race and ethnicity market segment is not growing at a fast rate.

Target marketing is the process by which __________.

Define perceptual maps.

Demographics are used as a segmentation variable in both the consumer and business markets.The variables are different for the two markets but the concept is the same for both markets.

Ron's grandfather was born in 1934.What generation does he belong to and what are its characteristics?

What is the size of the minority population in the U.S.and which is the largest minority group?

In the B2B market, how do you segment by operating variables?

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

Exam 9: Segmentation, Target Marketing, and Positioning

When JC Penney orders winter coats, it sends them to stores at different times of the year.This is an example of _______.

When P & G bought Gillette it thought that there was a strategic fit between the companies.This was a good fit because they had _______________.

When P & G purchased Gillette, it saw a market (men's toiletries market)that was large and had a good growth rate.This combination made it hard not to buy the company even at a price of $57 billion.

A marketing manager using VALS is interested in ____________ segmentation.

Why is the Benefits Sought method of segmentation a good place to start the segmentation process?

When positioning a firm against competition, segmenting companies often use __________.

Usage segmentation focuses on how much of the product different groups consume.It can also be described as _______.

Identify and describe the four types of positioning errors.

The fastest growing minority group in the United States is ______.

Generation "X" is often referred to as the ________.

BMW is a good example of a company that employs symbols, atmosphere, and creative media to compete with a positioning strategy of Image Leadership.

A personnel leadership position implies that a company ________.

There are popular approaches to segment the market geographically.Of the techniques below the one that is not used is _________.

The ____________ race and ethnicity market segment is not growing at a fast rate.

Target marketing is the process by which __________.

Define perceptual maps.

Demographics are used as a segmentation variable in both the consumer and business markets.The variables are different for the two markets but the concept is the same for both markets.

Ron's grandfather was born in 1934.What generation does he belong to and what are its characteristics?

What is the size of the minority population in the U.S.and which is the largest minority group?

In the B2B market, how do you segment by operating variables?

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters