Question 1

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

Accepted Answer

A) consumer differentiation. 
B) psychographics. 
C) market segmentation. 
D) market delineation. 
E) aggregation marketing. 
A) consumer differentiation. 
B) psychographics. 
C) market segmentation. 
D) market delineation. 
E) aggregation marketing.

Question 2

In the sneaker market,Reebok and Nike practice __________ positioning since both manufacturers vie for the athletic shoe market with technologically advanced products.

Accepted Answer

A) psychological 
B) perceptual 
C) differentiation 
D) head-to-head 
E) market 
A) psychological 
B) perceptual 
C) differentiation 
D) head-to-head 
E) market

Question 3

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 4

According to Figure 9-5 above,people who MOST LIKELY will never use a firm's product or service are referred to as

Accepted Answer

A) nonqualified prospects. 
B) dead leads. 
C) potential prospects. 
D) nonprospects. 
E) laggards. 
A) nonqualified prospects. 
B) dead leads. 
C) potential prospects. 
D) nonprospects. 
E) laggards.

Question 5

By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called

Accepted Answer

A) product differentiation. 
B) product innovation. 
C) market delineation. 
D) market segmentation. 
E) product groupings. 
A) product differentiation. 
B) product innovation. 
C) market delineation. 
D) market segmentation. 
E) product groupings.

Question 6

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Accepted Answer

A) to receive quick delivery of their merchandise. 
B) to buy sustainable shoes,accessories,and clothing. 
C) to shop online in the convenience of their own homes. 
D) to allow for free returns of goods if dissatisfied. 
E) to have a wide selection of shoes. 
A) to receive quick delivery of their merchandise. 
B) to buy sustainable shoes,accessories,and clothing. 
C) to shop online in the convenience of their own homes. 
D) to allow for free returns of goods if dissatisfied. 
E) to have a wide selection of shoes.

Question 7

Figure 9-A above is a depiction of a __________ for beverages in the minds of adults.

Accepted Answer

A) hierarchy of needs 
B) perceptual map 
C) marketing matrix 
D) growth-share matrix 
E) perception matrix 
A) hierarchy of needs 
B) perceptual map 
C) marketing matrix 
D) growth-share matrix 
E) perception matrix

Question 8

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in small town communities that have less than 100,000 people.Thus,of the agency is using __________ segmentation.

Accepted Answer

A) entertainment 
B) psychographic 
C) geographic 
D) usage rate 
E) behavioral 
A) entertainment 
B) psychographic 
C) geographic 
D) usage rate 
E) behavioral

Question 9

To create a market-product grid for bed pillows,the most effective way to segment the market would be using

Accepted Answer

A) the age of the sleeper: less than 18 years of age,18 to 44 years of age,or 45 years and older. 
B) the sleeper's annual income: less than $25,000,$25,000 to $49,999,or $50,000 and over. 
C) the sleeper's gender: male or female. 
D) the time of sleep: day or night. 
E) how the sleeper sleeps: side,back,or stomach. 
A) the age of the sleeper: less than 18 years of age,18 to 44 years of age,or 45 years and older. 
B) the sleeper's annual income: less than $25,000,$25,000 to $49,999,or $50,000 and over. 
C) the sleeper's gender: male or female. 
D) the time of sleep: day or night. 
E) how the sleeper sleeps: side,back,or stomach.

Question 10

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent)of its clients generated more than three-quarters (or 75 percent)of its fees and commissions.This is an example of what classic concept?

Accepted Answer

A) the two quarter gap 
B) the 80/20 rule 
C) the law of usage 
D) the 75/25 rule 
E) Parkinson's Law 
A) the two quarter gap 
B) the 80/20 rule 
C) the law of usage 
D) the 75/25 rule 
E) Parkinson's Law

Question 11

Market segments refer to

Accepted Answer

A) the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. 
B) 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. 
C) the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D) the relatively homogenous groups of prospective buyers that result from the market segmentation process. 
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) 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. 
C) the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D) the relatively homogenous groups of prospective buyers that result from the market segmentation process. 
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 12

Segmentation based on where prospective customers live or work is referred to as

Accepted Answer

A) zip code segmentation. 
B) geographic segmentation. 
C) regional segmentation. 
D) MSA segmentation. 
E) NAICS code segmentation. 
A) zip code segmentation. 
B) geographic segmentation. 
C) regional segmentation. 
D) MSA segmentation. 
E) NAICS code segmentation.

Question 13

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

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 14

All of the following are criterion used for selecting target market segments EXCEPT:

Accepted Answer

A) compatibility with the organization's objectives and resources. 
B) market size. 
C) simplicity and cost of assigning potential buyers to segments. 
D) competitive position. 
E) cost of reaching the segment. 
A) compatibility with the organization's objectives and resources. 
B) market size. 
C) simplicity and cost of assigning potential buyers to segments. 
D) competitive position. 
E) cost of reaching the segment.

Question 15

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Accepted Answer

A) create product groupings 
B) identify market needs 
C) take marketing actions to reach target markets 
D) develop a market-product grid and estimate size of markets 
E) form prospective buyers into market segments 
A) create product groupings 
B) identify market needs 
C) take marketing actions to reach target markets 
D) develop a market-product grid and estimate size of markets 
E) form prospective buyers into market segments

Question 16

At 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) lifestyle 
C) demographic 
D) geographic 
E) psychographic 
A) regional 
B) lifestyle 
C) demographic 
D) geographic 
E) psychographic

Question 17

Two key types of synergies are __________.

Accepted Answer

A) supplier and distributor synergies 
B) market and product synergies 
C) industry-dominated and consumer-dominated 
D) product and production synergies 
E) consumer and market synergies 
A) supplier and distributor synergies 
B) market and product synergies 
C) industry-dominated and consumer-dominated 
D) product and production synergies 
E) consumer and market synergies

Question 18

Which of the following is an example of a multiple products and multiple market segments strategy?

Accepted Answer

A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S. 
B) A new movie used several different movie trailers.One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience. 
C) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women. 
A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S. 
B) A new movie used several different movie trailers.One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience. 
C) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes. 
D) Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens. 
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 19

The perceptual map in Figure 9-A 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) more nutritious and a more adult-oriented beverage than milk shakes. 
C) a more adult-oriented beverage than nutritionally designed diet drinks. 
D) less nutritious and a more adult-oriented beverage than fruit-flavored drinks. 
E) a more adult-oriented beverage than sports drinks. 
A) more nutritious than tea. 
B) more nutritious and a more adult-oriented beverage than milk shakes. 
C) a more adult-oriented beverage than nutritionally designed diet drinks. 
D) less nutritious and a more adult-oriented beverage than fruit-flavored drinks. 
E) a more adult-oriented beverage than sports drinks.

Question 20

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) difference of needs of buyers among segments 
D) potential of a marketing action to reach a segment 
E) compatibility with the organization's objectives and resources 
A) potential for increased profit 
B) similarity of needs of potential buyers within a segment 
C) difference of needs of buyers among segments 
D) potential of a marketing action to reach a segment 
E) compatibility with the organization's objectives and resources

Exam 9: Market Segmentation, Targeting, and Positioning

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

In the sneaker market,Reebok and Nike practice __________ positioning since both manufacturers vie for the athletic shoe market with technologically advanced products.

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

According to Figure 9-5 above,people who MOST LIKELY will never use a firm's product or service are referred to as

By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Figure 9-A above is a depiction of a __________ for beverages in the minds of adults.

To create a market-product grid for bed pillows,the most effective way to segment the market would be using

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent)of its clients generated more than three-quarters (or 75 percent)of its fees and commissions.This is an example of what classic concept?

Market segments refer to

Segmentation based on where prospective customers live or work is referred to as

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

All of the following are criterion used for selecting target market segments EXCEPT:

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Two key types of synergies are __________.

Which of the following is an example of a multiple products and multiple market segments strategy?

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

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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