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)  affective segmentation. 
C)  socioeconomic segmentation. 
D)  psychographic segmentation. 
E)  psychosocial segmentation. 
A)  behavioral segmentation. 
B)  affective segmentation. 
C)  socioeconomic segmentation. 
D)  psychographic segmentation. 
E)  psychosocial segmentation.

Question 2

Which of the following is a basis used to segment U.S.organizational markets?

Accepted Answer

A)  geographic 
B)  psychographic 
C)  income 
D)  needs 
E)  education 
A)  geographic 
B)  psychographic 
C)  income 
D)  needs 
E)  education

Question 3

of the following are market segmentation strategies EXCEPT:

Accepted Answer

A)  build-to-order 
B)  multiple products, multiple market segments 
C)  one product, multiple market segments 
D)  multiple products, one segment 
E)  mass customization 
A)  build-to-order 
B)  multiple products, multiple market segments 
C)  one product, multiple market segments 
D)  multiple products, one segment 
E)  mass customization

Question 4

Figure 9-11
-perceptual map in Figure 9-11 above shows how various drinks are seen in the minds of adult consumers.Suppose this map describes accurately how adults see the drinks shown.As one of these adults,you are a heavy consumer of mineral water.Moreover,you are very concerned about nutrition and tend not to consume children's drinks.From this perceptual map,you conclude that mineral water is

Accepted Answer

A)  more nutritious than tea. 
B)  a more adult-oriented beverage than sports drinks. 
C)  more nutritious and a more adult-oriented beverage than milk shakes. 
D)  a more adult-oriented beverage than nutritionally designed diet drinks. 
E)  less nutritious and a more adult-oriented beverage than fruit-flavored drinks. 
A)  more nutritious than tea. 
B)  a more adult-oriented beverage than sports drinks. 
C)  more nutritious and a more adult-oriented beverage than milk shakes. 
D)  a more adult-oriented beverage than nutritionally designed diet drinks. 
E)  less nutritious and a more adult-oriented beverage than fruit-flavored drinks.

Question 5

greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

Accepted Answer

A)  improved service 
B)  increased number of choices 
C)  higher product quality and consumer value 
D)  lower retail prices because of lower marketing costs 
E)  lower retail prices because of lower production costs 
A)  improved service 
B)  increased number of choices 
C)  higher product quality and consumer value 
D)  lower retail prices because of lower marketing costs 
E)  lower retail prices because of lower production costs

Question 6

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Accepted Answer

A)  pay attention to marketing messages. 
B)  respond similarly to a marketing action. 
C)  be responsive to marketing research. 
D)  use the same payment methods. 
E)  comply with the organization's core values. 
A)  pay attention to marketing messages. 
B)  respond similarly to a marketing action. 
C)  be responsive to marketing research. 
D)  use the same payment methods. 
E)  comply with the organization's core values.

Question 7

Apple Market-Product Grid
-the Apple market-product grid shown above for its computer line,the "individuals" consumer segment seems willing to purchase each item in Apple's product line.This allows Apple to enjoy __________.

Accepted Answer

A)  segmentation synergies 
B)  marketing synergies 
C)  product synergies 
D)  80/20 rule 
E)  usage rates 
A)  segmentation synergies 
B)  marketing synergies 
C)  product synergies 
D)  80/20 rule 
E)  usage rates

Question 8

key question to ask before using the product differentiation and market segmentation strategies is

Accepted Answer

A)  "Will our new products steal customers or sales from our older ones?" 
B)  "Will the products compete head-to-head with those of a competitor?" 
C)  "Can this action successfully draw customers away from competitors?" 
D)  "Are there enough similarities within the market segment to warrant such high costs?" 
E)  "Will this action eliminate the need for individualized advertising and promotion?" 
A)  "Will our new products steal customers or sales from our older ones?" 
B)  "Will the products compete head-to-head with those of a competitor?" 
C)  "Can this action successfully draw customers away from competitors?" 
D)  "Are there enough similarities within the market segment to warrant such high costs?" 
E)  "Will this action eliminate the need for individualized advertising and promotion?"

Question 9

increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Accepted Answer

A)  aggregation 
B)  organizational synergy 
C)  segmentation 
D)  amalgamation 
E)  valuation 
A)  aggregation 
B)  organizational synergy 
C)  segmentation 
D)  amalgamation 
E)  valuation

Question 10

Figure 9-9
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a "3")is three times the size of a small market (shown by a "1").Similarly,assume a medium market (shown by a "2")is twice the size of a small market.The largest potential market segment consists of

Accepted Answer

A)  students that live in a dormitory. 
B)  students that live in an apartment. 
C)  students that are day commuters. 
D)  students that are night commuters. 
E)  faculty or staff members. 
A)  students that live in a dormitory. 
B)  students that live in an apartment. 
C)  students that are day commuters. 
D)  students that are night commuters. 
E)  faculty or staff members.

Question 11

Sporting News Baseball Yearbook Covers
-Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

Accepted Answer

A)  sporting interest-based segmentation. 
B)  segmenting organizational markets. 
C)  one product and multiple market segments. 
D)  multiple products and multiple market segments. 
E)  segments of one or mass customization. 
A)  sporting interest-based segmentation. 
B)  segmenting organizational markets. 
C)  one product and multiple market segments. 
D)  multiple products and multiple market segments. 
E)  segments of one or mass customization.

Question 12

rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market would

Accepted Answer

A)  have no expected growth. 
B)  not be compatible with the company's current resources. 
C)  not be worth doing since its market size is very small. 
D)  not be readily accessible to the firm's marketing programs. 
E)  be relatively difficult to access. 
A)  have no expected growth. 
B)  not be compatible with the company's current resources. 
C)  not be worth doing since its market size is very small. 
D)  not be readily accessible to the firm's marketing programs. 
E)  be relatively difficult to access.

Question 13

Which marketing strategy does a firm use to sell a single product or service to multiple market segments?

Accepted Answer

A)  developing and producing another version of the product 
B)  manufacturing different products that appeal to different markets 
C)  developing separate promotional campaigns for each market 
D)  acquiring another firm that has additional products that would appeal to multiple markets 
E)  issuing stock to fund additional research and development for new products 
A)  developing and producing another version of the product 
B)  manufacturing different products that appeal to different markets 
C)  developing separate promotional campaigns for each market 
D)  acquiring another firm that has additional products that would appeal to multiple markets 
E)  issuing stock to fund additional research and development for new products

Question 14

are the four general bases that are used to segment consumer markets?

Accepted Answer

The four general bases of segmentation a

Question 15

Figure 9-5
-According to Figure 9-5 above,what percentage of nonusers could still be considered potential customers?

Accepted Answer

A)  1.5 percent 
B)  8.9 percent 
C)  14.1 percent 
D)  15.6 percent 
E)  45.4 percent 
A)  1.5 percent 
B)  8.9 percent 
C)  14.1 percent 
D)  15.6 percent 
E)  45.4 percent

Question 16

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

Accepted Answer

A)  higher sales but lower profits 
B)  reduced quality and higher prices 
C)  meeting customer needs but at the expense of higher prices 
D)  lower prices but with higher production costs 
E)  higher quality but lower prices 
A)  higher sales but lower profits 
B)  reduced quality and higher prices 
C)  meeting customer needs but at the expense of higher prices 
D)  lower prices but with higher production costs 
E)  higher quality but lower prices

Question 17

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

Accepted Answer

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

Question 18

80/20 rule suggests that

Accepted Answer

A)  80 percent of a firm's inventory should be readily available and 20 percent should be reserved for emergency demand. 
B)  80 percent of a firm's first-time users will become brand loyal and 20 percent will use the product only once and then abandon it. 
C)  80 percent of a firm's sales are obtained from 20 percent of its customers. 
D)  80 percent of a firm's marketing program expenses are tax deductible and 20 percent are not. 
E)  80 percent of a firm's products will be sold to ultimate consumers and 20 percent to organizational buyers. 
A)  80 percent of a firm's inventory should be readily available and 20 percent should be reserved for emergency demand. 
B)  80 percent of a firm's first-time users will become brand loyal and 20 percent will use the product only once and then abandon it. 
C)  80 percent of a firm's sales are obtained from 20 percent of its customers. 
D)  80 percent of a firm's marketing program expenses are tax deductible and 20 percent are not. 
E)  80 percent of a firm's products will be sold to ultimate consumers and 20 percent to organizational buyers.

Question 19

marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A)  market segment 
B)  demographic cluster 
C)  organizational buyer group 
D)  ultimate consumer group 
E)  qualified prospect group 
A)  market segment 
B)  demographic cluster 
C)  organizational buyer group 
D)  ultimate consumer group 
E)  qualified prospect group

Question 20

MyTwinn makes dolls that look like young girls.For $119,the firm will make a doll that looks just like a photograph.So,if you send in the money and a photo of your young niece,she could have a doll that is her twin! This is an example of

Accepted Answer

A)  family branding. 
B)  "Tiffany" marketing. 
C)  multiple products and multiple market segments. 
D)  mass customization. 
E)  specialty customization. 
A)  family branding. 
B)  "Tiffany" marketing. 
C)  multiple products and multiple market segments. 
D)  mass customization. 
E)  specialty customization.

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

Which of the following is a basis used to segment U.S.organizational markets?

of the following are market segmentation strategies EXCEPT:

greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Apple Market-Product Grid -the Apple market-product grid shown above for its computer line,the "individuals" consumer segment seems willing to purchase each item in Apple's product line.This allows Apple to enjoy __________.

key question to ask before using the product differentiation and market segmentation strategies is

increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Sporting News Baseball Yearbook Covers -Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market would

Which marketing strategy does a firm use to sell a single product or service to multiple market segments?

are the four general bases that are used to segment consumer markets?

Figure 9-5 -According to Figure 9-5 above,what percentage of nonusers could still be considered potential customers?

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

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

80/20 rule suggests that

marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

MyTwinn makes dolls that look like young girls.For $119,the firm will make a doll that looks just like a photograph.So,if you send in the money and a photo of your young niece,she could have a doll that is her twin! This is an example of

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable 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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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

Which of the following is a basis used to segment U.S.organizational markets?

of the following are market segmentation strategies EXCEPT:

greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Apple Market-Product Grid -the Apple market-product grid shown above for its computer line,the "individuals" consumer segment seems willing to purchase each item in Apple's product line.This allows Apple to enjoy __________.

key question to ask before using the product differentiation and market segmentation strategies is

increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Sporting News Baseball Yearbook Covers -Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market would

Which marketing strategy does a firm use to sell a single product or service to multiple market segments?

are the four general bases that are used to segment consumer markets?

Figure 9-5 -According to Figure 9-5 above,what percentage of nonusers could still be considered potential customers?

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if NOT implemented well?

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

80/20 rule suggests that

marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

MyTwinn makes dolls that look like young girls.For $119,the firm will make a doll that looks just like a photograph.So,if you send in the money and a photo of your young niece,she could have a doll that is her twin! This is an example of

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable 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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters