Question 1

All 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. D

Question 2

Building open and honest relationships with communication is an example of Zappos' __________.

Accepted Answer

A) profile for its target market 
B) core values being adapted from its new owner,Amazon.com 
C) ten core values for Zappos' culture 
D) qualities required of Zappos' suppliers 
E) qualities required of Zappos' retailers 
A) profile for its target market 
B) core values being adapted from its new owner,Amazon.com 
C) ten core values for Zappos' culture 
D) qualities required of Zappos' suppliers 
E) qualities required of Zappos' retailers C

Question 3

Product differentiation refers to

Accepted Answer

A) a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs. 
B) the unique combination of product benefits received by targeted buyers. 
C) those characteristics of a product that make it superior to competitive substitutes. 
D) a marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products. 
E) the legal requirement that requires a specified degree of distinction between products to ensure an organization's intellectual property rights. 
A) a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs. 
B) the unique combination of product benefits received by targeted buyers. 
C) those characteristics of a product that make it superior to competitive substitutes. 
D) a marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products. 
E) the legal requirement that requires a specified degree of distinction between products to ensure an organization's intellectual property rights. D

Question 4

Which marketing program 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 5

A key to positioning a product or brand effectively is discovering the perceptions of its potential customers.In determining its positioning in the minds of customers,companies take four steps: (1)identify the important attributes for the product or brand class; (2)__________; (3)discover where the company's product or brand is on these attributes in the minds of potential customers;and (4)reposition the company's product or brand in the minds of potential customers.

Accepted Answer

A) decide whether to keep or delete the market segment that your product offering targets 
B) identify the competitors' brands that make up the consideration set 
C) identify market niches that were not previously selected during the market segmentation process 
D) discover how target customers rate competing products or brands with respect to these attributes 
E) create a marketing plan based on customers' perceptions 
A) decide whether to keep or delete the market segment that your product offering targets 
B) identify the competitors' brands that make up the consideration set 
C) identify market niches that were not previously selected during the market segmentation process 
D) discover how target customers rate competing products or brands with respect to these attributes 
E) create a marketing plan based on customers' perceptions

Question 6

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Accepted Answer

A) The groupings increase the number of market-product combinations on the market-product grid,which makes it a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly,creating time utility. 
C) The products are grouped so people can relate to them in a more meaningful way when they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store. 
A) The groupings increase the number of market-product combinations on the market-product grid,which makes it a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly,creating time utility. 
C) The products are grouped so people can relate to them in a more meaningful way when they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store.

Question 7

The relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n)__________.

Accepted Answer

A) market segment 
B) target market 
C) customer base 
D) ultimate consumer 
E) preferred customer 
A) market segment 
B) target market 
C) customer base 
D) ultimate consumer 
E) preferred customer

Question 8

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Accepted Answer

A) rate of recurrence 
B) product utilization 
C) incidence 
D) frequency marketing 
E) consumption index 
A) rate of recurrence 
B) product utilization 
C) incidence 
D) frequency marketing 
E) consumption index

Question 9

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

Accepted Answer

A) product repositioning 
B) points of difference 
C) market differentiation 
D) product positioning 
E) product differentiation 
A) product repositioning 
B) points of difference 
C) market differentiation 
D) product positioning 
E) product differentiation

Question 10

Which of the following is a criterion used for selecting a target segment?

Accepted Answer

A) potential for increased profit 
B) similarity of needs of potential buyers within a segment 
C) cost of reaching the segment 
D) difference of needs of buyers among segments 
E) potential of a marketing action to reach a segment 
A) potential for increased profit 
B) similarity of needs of potential buyers within a segment 
C) cost of reaching the segment 
D) difference of needs of buyers among segments 
E) potential of a marketing action to reach a segment

Question 11

In the Apple market-product grid shown above for its personal computer line,the "medium/large business" professional segment seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to __________.

Accepted Answer

A) segment differentiation 
B) marketing synergies 
C) product synergies 
D) segment repositioning 
E) product differentiation 
A) segment differentiation 
B) marketing synergies 
C) product synergies 
D) segment repositioning 
E) product differentiation

Question 12

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 13

If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?

Accepted Answer

A) grouping by caloric intake 
B) grouping by price 
C) grouping by meal occasion 
D) grouping by usage rate 
E) grouping by level of uniqueness 
A) grouping by caloric intake 
B) grouping by price 
C) grouping by meal occasion 
D) grouping by usage rate 
E) grouping by level of uniqueness

Question 14

In Figure 9-1 above,"B" represents which stage of the market segmentation process?

Accepted Answer

A) link needs to actions 
B) identify market needs 
C) establish a marketing protocol 
D) execute marketing program actions 
E) segment and select the target markets 
A) link needs to actions 
B) identify market needs 
C) establish a marketing protocol 
D) execute marketing program actions 
E) segment and select the target markets

Question 15

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

Accepted Answer

A) increase sales and profitability. 
B) stand up to legal scrutiny. 
C) be socially responsible. 
D) create sustainable demand. 
E) produce product differentiation. 
A) increase sales and profitability. 
B) stand up to legal scrutiny. 
C) be socially responsible. 
D) create sustainable demand. 
E) produce product differentiation.

Question 16

A marketing manager must be able to put a market segmentation plan into effect.This means being able to form market segments and then __________ without encountering excessive costs.

Accepted Answer

A) eliminate potential non-buyers 
B) identify segmentation variables 
C) select the market segment(s)to target 
D) redirect their purchase behaviors 
E) ignore any and all similarities 
A) eliminate potential non-buyers 
B) identify segmentation variables 
C) select the market segment(s)to target 
D) redirect their purchase behaviors 
E) ignore any and all similarities

Question 17

A national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using __________ segmentation.

Accepted Answer

A) geographic 
B) demographic 
C) loyalty 
D) psychographic 
E) behavioral 
A) geographic 
B) demographic 
C) loyalty 
D) psychographic 
E) behavioral

Question 18

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Accepted Answer

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

Question 19

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Accepted Answer

A) how to implement the 80-20 rule. 
B) which products to group into meaningful categories. 
C) how to implement a harvesting strategy. 
D) which product groupings to offer. 
E) which products to reposition. 
A) how to implement the 80-20 rule. 
B) which products to group into meaningful categories. 
C) how to implement a harvesting strategy. 
D) which product groupings to offer. 
E) which products to reposition.

Question 20

Differentiation positioning requires a product to

Accepted Answer

A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive,smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position. 
A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive,smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position.

Exam 9: Market Segmentation, Targeting, and Positioning

All of the following are market segmentation strategies EXCEPT:

Building open and honest relationships with communication is an example of Zappos' __________.

Product differentiation refers to

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

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

The relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n)__________.

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

Which of the following is a criterion used for selecting a target segment?

In the Apple market-product grid shown above for its personal computer line,the "medium/large business" professional segment seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to __________.

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

If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?

In Figure 9-1 above,"B" represents which stage of the market segmentation process?

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

A marketing manager must be able to put a market segmentation plan into effect.This means being able to form market segments and then __________ without encountering excessive costs.

A national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using __________ segmentation.

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Differentiation positioning requires a product to

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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