Question 1

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

Accepted Answer

A)  Archives, intellect, and opinions. 
B)  Activities, interests, and opinions. 
C)  Archives, intellect, and orientation. 
D)  Activities, intellect, and orientation. 
E)  None of the above. 
A)  Archives, intellect, and opinions. 
B)  Activities, interests, and opinions. 
C)  Archives, intellect, and orientation. 
D)  Activities, intellect, and orientation. 
E)  None of the above.

Question 2

The minority population of the United States has grown significantly in the past decade.Minorities now represent _________.

Accepted Answer

A)  60 million people. 
B)  101 million people. 
C)  150 million people. 
D)  200 million people. 
E)  None of the above. 
A)  60 million people. 
B)  101 million people. 
C)  150 million people. 
D)  200 million people. 
E)  None of the above.

Question 3

Concentrated target marketing is often used by ________.

Accepted Answer

A)  Large companies to dominate a market. 
B)  Start-up firms to enter a market as a focus player. 
C)  All firms. 
D)  Virtual firms that use internet marketing. 
E)  Michael Porter in a consulting capacity. 
A)  Large companies to dominate a market. 
B)  Start-up firms to enter a market as a focus player. 
C)  All firms. 
D)  Virtual firms that use internet marketing. 
E)  Michael Porter in a consulting capacity.

Question 4

Jane is evaluating Central America as a possible new market for the OTC (over-the-counter)pharmaceutical line she manages.What are some of the barriers the company may face in reaching segments there?

Accepted Answer

Barriers to reaching a segment might inc

Question 5

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Accepted Answer

A)  One. 
B)  Two. 
C)  Three. 
D)  Four. 
E)  Five. 
A)  One. 
B)  Two. 
C)  Three. 
D)  Four. 
E)  Five.

Question 6

Every zip code in the United States falls into profiles provided by Claritas in its database called _________.

Accepted Answer

A)  GEO-FIX. 
B)  PRIZM. 
C)  AIO. 
D)  Nielsen ratings. 
E)  None of the above. 
A)  GEO-FIX. 
B)  PRIZM. 
C)  AIO. 
D)  Nielsen ratings. 
E)  None of the above.

Question 7

What is geodemographic segmentation and what are PRIZM clusters?

Accepted Answer

A hybrid form of segmentation that consi

Question 8

What research technique is often used by a firm in starting to determine its positioning strategy?

Accepted Answer

The answer of What research technique is often used by...

Question 9

Positioning strategy allows consumers to ______.

Accepted Answer

A)  Buy things they do not like. 
B)  Understand a company's ability to fulfill their needs and wants. 
C)  Compare competitors on a list of tangible evidence. 
D)  Think like the company thinks. 
E)  All of the above. 
A)  Buy things they do not like. 
B)  Understand a company's ability to fulfill their needs and wants. 
C)  Compare competitors on a list of tangible evidence. 
D)  Think like the company thinks. 
E)  All of the above.

Question 10

Define target marketing.Which segments should the firm select?

Accepted Answer

Once a segmentation approach is develope

Question 11

How does Gillette use gender segmentation?

Accepted Answer

Gillette learned some years ago that gen

Question 12

For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.

Accepted Answer

A) True 
 B)False

Question 13

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Accepted Answer

A) True 
 B)False

Question 14

Occupational segmentation recognizes _________.

Accepted Answer

A)  Jobs change people in terms of ideas. 
B)  What kind of job you have impacts your thinking. 
C)  Bureau of Census gives you good ideas on product segments. 
D)  There may be needs and wants demonstrated by consumers based on the job they have. 
E)  All of the above. 
A)  Jobs change people in terms of ideas. 
B)  What kind of job you have impacts your thinking. 
C)  Bureau of Census gives you good ideas on product segments. 
D)  There may be needs and wants demonstrated by consumers based on the job they have. 
E)  All of the above.

Question 15

What is a heterogeneous market? What is a homogeneous market? Give an example of each.

Accepted Answer

A heterogeneous market is one made of di

Question 16

The minority population with the youngest and the fastest growing population is the Asian community.

Accepted Answer

A) True 
 B)False

Question 17

The largest generation is the Millennial Generation.This group has been born after 1994 and is characterized by being heavily Hispanic, African American, and Asian.

Accepted Answer

A) True 
 B)False

Question 18

Firms that develop such close relationships with customers that they seem to deliver customized goods and services, are engaged in ____________ marketing.

Accepted Answer

A)  Concentrated target marketing. 
B)  One-to-one marketing. 
C)  Differentiated marketing. 
D)  Undifferentiated marketing. 
E)  Shotgun marketing. 
A)  Concentrated target marketing. 
B)  One-to-one marketing. 
C)  Differentiated marketing. 
D)  Undifferentiated marketing. 
E)  Shotgun marketing.

Question 19

Many people of the GI Generation and the Silent Generation now live in or are considering retirement communities, nursing homes or assisted living facilities.What do marketing managers need to understand about these groups?

Accepted Answer

GI (16 million born 1901-1924)
● Financi

Question 20

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

Accepted Answer

A)  Benefits Sought. 
B)  Lifestyle. 
C)  Psychographic. 
D)  Usage. 
E)  Geographic. 
A)  Benefits Sought. 
B)  Lifestyle. 
C)  Psychographic. 
D)  Usage. 
E)  Geographic.

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

The minority population of the United States has grown significantly in the past decade.Minorities now represent _________.

Concentrated target marketing is often used by ________.

Jane is evaluating Central America as a possible new market for the OTC (over-the-counter)pharmaceutical line she manages.What are some of the barriers the company may face in reaching segments there?

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Every zip code in the United States falls into profiles provided by Claritas in its database called _________.

What is geodemographic segmentation and what are PRIZM clusters?

What research technique is often used by a firm in starting to determine its positioning strategy?

Positioning strategy allows consumers to ______.

Define target marketing.Which segments should the firm select?

How does Gillette use gender segmentation?

For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Occupational segmentation recognizes _________.

What is a heterogeneous market? What is a homogeneous market? Give an example of each.

The minority population with the youngest and the fastest growing population is the Asian community.

The largest generation is the Millennial Generation.This group has been born after 1994 and is characterized by being heavily Hispanic, African American, and Asian.

Firms that develop such close relationships with customers that they seem to deliver customized goods and services, are engaged in ____________ marketing.

Many people of the GI Generation and the Silent Generation now live in or are considering retirement communities, nursing homes or assisted living facilities.What do marketing managers need to understand about these groups?

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

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

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

The minority population of the United States has grown significantly in the past decade.Minorities now represent _________.

Concentrated target marketing is often used by ________.

Jane is evaluating Central America as a possible new market for the OTC (over-the-counter)pharmaceutical line she manages.What are some of the barriers the company may face in reaching segments there?

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

Every zip code in the United States falls into profiles provided by Claritas in its database called _________.

What is geodemographic segmentation and what are PRIZM clusters?

What research technique is often used by a firm in starting to determine its positioning strategy?

Positioning strategy allows consumers to ______.

Define target marketing.Which segments should the firm select?

How does Gillette use gender segmentation?

For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Occupational segmentation recognizes _________.

What is a heterogeneous market? What is a homogeneous market? Give an example of each.

The minority population with the youngest and the fastest growing population is the Asian community.

The largest generation is the Millennial Generation.This group has been born after 1994 and is characterized by being heavily Hispanic, African American, and Asian.

Firms that develop such close relationships with customers that they seem to deliver customized goods and services, are engaged in ____________ marketing.

Many people of the GI Generation and the Silent Generation now live in or are considering retirement communities, nursing homes or assisted living facilities.What do marketing managers need to understand about these groups?

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

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