Question 1

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Accepted Answer

A)  Looking for similarities rather than basic differences in needs. 
B)  Naming a broad product-market of interest to the firm. 
C)  Clustering people with similar needs into a "market segment." 
D)  Determining an appropriate number of segments. 
E)  Aggregating individual customers into market segments. 
A)  Looking for similarities rather than basic differences in needs. 
B)  Naming a broad product-market of interest to the firm. 
C)  Clustering people with similar needs into a "market segment." 
D)  Determining an appropriate number of segments. 
E)  Aggregating individual customers into market segments.

Question 2

A ____ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

Accepted Answer

A)  segment 
B)  market 
C)  product 
D)  consumer forum 
E)  generic industry 
A)  segment 
B)  market 
C)  product 
D)  consumer forum 
E)  generic industry

Question 3

Combiners (as opposed to segmenters):

Accepted Answer

A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers--they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments. 
A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers--they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments.

Question 4

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)  The adult "personal expression" market 
B)  The roller blade market 
C)  The female exercise shoes market 
D)  The sports drink market 
E)  The sporting goods market 
A)  The adult "personal expression" market 
B)  The roller blade market 
C)  The female exercise shoes market 
D)  The sports drink market 
E)  The sporting goods market

Question 5

When segmenting broad product-markets, cost considerations tend

Accepted Answer

A)  to encourage managers to disregard the criterion that a product-market segment should be substantial. 
B)  to lead to more aggregating. 
C)  to be unimportant as long as the segmenting dimensions are operational. 
D)  to lead to a large number of small, but very homogeneous, product-market segments. 
E)  All of these are true. 
A)  to encourage managers to disregard the criterion that a product-market segment should be substantial. 
B)  to lead to more aggregating. 
C)  to be unimportant as long as the segmenting dimensions are operational. 
D)  to lead to a large number of small, but very homogeneous, product-market segments. 
E)  All of these are true.

Question 6

A generic market description should NOT include any:

Accepted Answer

A)  customer needs. 
B)  geographic area. 
C)  product type. 
D)  customer types. 
E)  all of these should be included in a generic market description. 
A)  customer needs. 
B)  geographic area. 
C)  product type. 
D)  customer types. 
E)  all of these should be included in a generic market description.

Question 7

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

Accepted Answer

A) True 
 B)False

Question 8

Which is the first step in market segmentation?

Accepted Answer

A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of these alternatives is the first step in market segmentation. 
A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of these alternatives is the first step in market segmentation.

Question 9

Segmenting dimensions

Accepted Answer

A)  are useful for segmenting consumer markets, but not business markets. 
B)  help guide marketing mix planning. 
C)  are always demographic or geographic. 
D)  fall into two general categories: qualifying and purchasing. 
E)  may be called qualifying or non-qualifying. 
A)  are useful for segmenting consumer markets, but not business markets. 
B)  help guide marketing mix planning. 
C)  are always demographic or geographic. 
D)  fall into two general categories: qualifying and purchasing. 
E)  may be called qualifying or non-qualifying.

Question 10

Clustering techniques can be used in segmenting to help find similar patterns within sets of data--to identify homogeneous groups of people.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT true of a product-market?

Accepted Answer

A)  Competing suppliers offer close substitutes to satisfy needs. 
B)  Customers in a product-market have very similar needs. 
C)  Very different types of products may compete for consumer dollars. 
D)  Naming product-markets includes consideration of where the customers are. 
E)  None of these alternatives is true. 
A)  Competing suppliers offer close substitutes to satisfy needs. 
B)  Customers in a product-market have very similar needs. 
C)  Very different types of products may compete for consumer dollars. 
D)  Naming product-markets includes consideration of where the customers are. 
E)  None of these alternatives is true.

Question 12

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

Accepted Answer

A)  Combiners 
B)  Segmenters 
C)  Segment aggregators 
D)  Segment combiners 
E)  Multipliers 
A)  Combiners 
B)  Segmenters 
C)  Segment aggregators 
D)  Segment combiners 
E)  Multipliers

Question 13

A transistor radio, an MP3 player, and a portable CD player might compete in the same

Accepted Answer

A)  single target market. 
B)  multiple target market. 
C)  product-market. 
D)  combined target market. 
E)  generic market. 
A)  single target market. 
B)  multiple target market. 
C)  product-market. 
D)  combined target market. 
E)  generic market.

Question 14

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Accepted Answer

A)  customer relationship management 
B)  qualifying dimensions 
C)  a positioning matrix 
D)  geographic targeting 
E)  clustering 
A)  customer relationship management 
B)  qualifying dimensions 
C)  a positioning matrix 
D)  geographic targeting 
E)  clustering

Question 15

Firms that operate on the Internet are at a disadvantage when it comes to using approaches like CRM.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Accepted Answer

A)  The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of these criteria would be useful. 
A)  The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of these criteria would be useful.

Question 17

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?

Accepted Answer

A)  Rate of use 
B)  Age 
C)  Family size 
D)  Income 
E)  Education 
A)  Rate of use 
B)  Age 
C)  Family size 
D)  Income 
E)  Education

Question 18

"Qualifying dimensions," in contrast to "determining dimensions,"

Accepted Answer

A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of these alternatives is correct. 
A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of these alternatives is correct.

Question 19

A generic market

Accepted Answer

A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct. 
A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct.

Question 20

Product type determining dimensions

Accepted Answer

A)  are generally relevant to purchasing behavior. 
B)  affect the customer's purchase of a specific product brand. 
C)  affect the customer's choice of a specific kind of product. 
D)  are relevant to including a customer type in the product-market. 
E)  are less specific than qualifying dimensions. 
A)  are generally relevant to purchasing behavior. 
B)  affect the customer's purchase of a specific product brand. 
C)  affect the customer's choice of a specific kind of product. 
D)  are relevant to including a customer type in the product-market. 
E)  are less specific than qualifying dimensions.

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

A ____ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

Combiners (as opposed to segmenters):

Which of the following is the BEST example of a "generic market?"

When segmenting broad product-markets, cost considerations tend

A generic market description should NOT include any:

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

Which is the first step in market segmentation?

Segmenting dimensions

Clustering techniques can be used in segmenting to help find similar patterns within sets of data--to identify homogeneous groups of people.

Which of the following is NOT true of a product-market?

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

A transistor radio, an MP3 player, and a portable CD player might compete in the same

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Firms that operate on the Internet are at a disadvantage when it comes to using approaches like CRM.

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?

"Qualifying dimensions," in contrast to "determining dimensions,"

A generic market

Product type determining dimensions

Marketing39s Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

A ____ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

Combiners (as opposed to segmenters):

Which of the following is the BEST example of a "generic market?"

When segmenting broad product-markets, cost considerations tend

A generic market description should NOT include any:

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

Which is the first step in market segmentation?

Segmenting dimensions

Clustering techniques can be used in segmenting to help find similar patterns within sets of data--to identify homogeneous groups of people.

Which of the following is NOT true of a product-market?

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

A transistor radio, an MP3 player, and a portable CD player might compete in the same

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Firms that operate on the Internet are at a disadvantage when it comes to using approaches like CRM.

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?

"Qualifying dimensions," in contrast to "determining dimensions,"

A generic market

Product type determining dimensions

Marketing39s Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters