Question 1

Market segments refer to

Accepted Answer

A)  the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. 
B)  the relatively homogenous groups of prospective buyers that result from the market segmentation process. 
C)  the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D)  all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future. 
E)  all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so. 
A)  the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. 
B)  the relatively homogenous groups of prospective buyers that result from the market segmentation process. 
C)  the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D)  all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future. 
E)  all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

Question 2

positioning approach that involves seeking a less competitive,smaller market niche in which to locate a brand is referred to as __________.

Accepted Answer

A)  competitive repositioning 
B)  head-to-head positioning 
C)  differentiation positioning 
D)  downsize positioning 
E)  product repositioning 
A)  competitive repositioning 
B)  head-to-head positioning 
C)  differentiation positioning 
D)  downsize positioning 
E)  product repositioning

Question 3

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 4

are the three types of data needed from consumers to develop a perceptual map?

Accepted Answer

In determining a brand's position and th

Question 5

Sporting News Baseball Yearbook Covers
-Street & Smith publishes its Sporting News Baseball Yearbook with exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is its market segmentation strategy?

Accepted Answer

A)  psychographic segmentation 
B)  retail outlet segmentation 
C)  demographic segmentation 
D)  behavioral segmentation 
E)  geographic segmentation 
A)  psychographic segmentation 
B)  retail outlet segmentation 
C)  demographic segmentation 
D)  behavioral segmentation 
E)  geographic segmentation

Question 6

Figure 9-5
-According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

Accepted Answer

A)  leads. 
B)  prospects. 
C)  potential users. 
D)  ultimate consumers. 
E)  undefined prospects. 
A)  leads. 
B)  prospects. 
C)  potential users. 
D)  ultimate consumers. 
E)  undefined prospects.

Question 7

College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late night snack.However,their dorm rooms are often woefully short of space.MicroFridge understands this and markets a combination microwave,refrigerator,and freezer targeted to these students.MicroFridge is using which basis of segmentation?

Accepted Answer

A)  demographic segmentation 
B)  psychographic segmentation 
C)  geographic segmentation 
D)  behavioral segmentation 
E)  socioeconomic segmentation 
A)  demographic segmentation 
B)  psychographic segmentation 
C)  geographic segmentation 
D)  behavioral segmentation 
E)  socioeconomic segmentation

Question 8

families today hold potluck meals during holidays or special events.Participants bring casseroles,vegetables,breads,and desserts to share.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 PotLux 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 9

Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before."Think of Model E as the Dell of the auto industry.We design just a few products that consumers truly want,leveraging best-in-class components and micro-factory approaches for rapid design,launch,and direct delivery," said William Santana Li,president and CEO of Model E.Model E manufactures a car only when there is an order from a customer.Model E relies on

Accepted Answer

A)  order customization. 
B)  a one product one market segment strategy. 
C)  build-to-order. 
D)  mass customization. 
E)  specialty customization. 
A)  order customization. 
B)  a one product one market segment strategy. 
C)  build-to-order. 
D)  mass customization. 
E)  specialty customization.

Question 10

State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Accepted Answer

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

Question 11

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This technique is based on

Accepted Answer

A)  geographic segmentation. 
B)  behavioral segmentation. 
C)  psychographic segmentation. 
D)  demographic segmentation. 
E)  buying condition segmentation. 
A)  geographic segmentation. 
B)  behavioral segmentation. 
C)  psychographic segmentation. 
D)  demographic segmentation. 
E)  buying condition segmentation.

Question 12

_________ often come at the expense of _________ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Accepted Answer

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

Question 13

ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Accepted Answer

A)  costs decrease 
B)  market share increases 
C)  product deficiencies decrease 
D)  customers should be better off 
E)  production benefits from economies of efficiency 
A)  costs decrease 
B)  market share increases 
C)  product deficiencies decrease 
D)  customers should be better off 
E)  production benefits from economies of efficiency

Question 14

be identified as a market segment,its members must

Accepted Answer

A)  represent a large share of the entire market and have buying power. 
B)  have common needs and respond similarly to a marketing action. 
C)  have different needs and have potential for future growth. 
D)  have different needs and respond similarly to market actions. 
E)  have the potential for future growth and increased profit or ROI. 
A)  represent a large share of the entire market and have buying power. 
B)  have common needs and respond similarly to a marketing action. 
C)  have different needs and have potential for future growth. 
D)  have different needs and respond similarly to market actions. 
E)  have the potential for future growth and increased profit or ROI.

Question 15

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

Accepted Answer

A)  perception matrix. 
B)  growth-share matrix. 
C)  market-product grid. 
D)  perceptual map. 
E)  product differentiation chart. 
A)  perception matrix. 
B)  growth-share matrix. 
C)  market-product grid. 
D)  perceptual map. 
E)  product differentiation chart.

Question 16

Small athletic shoe manufacturers such as Vans have targeted niche markets and make 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

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Accepted Answer

A)  family branding. 
B)  mass customization. 
C)  "Tiffany/Walmart" marketing. 
D)  market melding. 
E)  specialty customization. 
A)  family branding. 
B)  mass customization. 
C)  "Tiffany/Walmart" marketing. 
D)  market melding. 
E)  specialty customization.

Question 18

are the criteria used to select target markets?

Accepted Answer

There are two different kinds of criteri

Question 19

Figure 9-9
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy most likely to exploit marketing synergies and efficiencies would be to target

Accepted Answer

A)  lunch customers. 
B)  between-meal snack customers. 
C)  dinner customers. 
D)  after-dinner snack customers. 
E)  dormitory customers. 
A)  lunch customers. 
B)  between-meal snack customers. 
C)  dinner customers. 
D)  after-dinner snack customers. 
E)  dormitory customers.

Question 20

of the following would be a logical way to group the products Wendy's sells at its restaurants EXCEPT:

Accepted Answer

A)  dinner 
B)  burgers 
C)  breakfast 
D)  between-meal snacks 
E)  lunch 
A)  dinner 
B)  burgers 
C)  breakfast 
D)  between-meal snacks 
E)  lunch

Market segments refer to

positioning approach that involves seeking a less competitive,smaller market niche in which to locate a brand is referred to as __________.

are the three types of data needed from consumers to develop a perceptual map?

Sporting News Baseball Yearbook Covers -Street & Smith publishes its Sporting News Baseball Yearbook with exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is its market segmentation strategy?

Figure 9-5 -According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This technique is based on

_ often come at the expense of _ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

be identified as a market segment,its members must

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

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

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

are the criteria used to select target markets?

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy most likely to exploit marketing synergies and efficiencies would be to target

of the following would be a logical way to group the products Wendy's sells at its restaurants EXCEPT:

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

Market segments refer to

positioning approach that involves seeking a less competitive,smaller market niche in which to locate a brand is referred to as __________.

are the three types of data needed from consumers to develop a perceptual map?

Sporting News Baseball Yearbook Covers -Street & Smith publishes its Sporting News Baseball Yearbook with exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.What is its market segmentation strategy?

Figure 9-5 -According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.This technique is based on

_________ often come at the expense of _________ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

be identified as a market segment,its members must

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

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

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

are the criteria used to select target markets?

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy most likely to exploit marketing synergies and efficiencies would be to target

of the following would be a logical way to group the products Wendy's sells at its restaurants EXCEPT:

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

_ often come at the expense of _ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.