Deck 4: Target Marketing

Question 1

Projections for 2030 indicate that ________ will have the highest population.

A)Texas
B)California
C)Illinois
D)New York
E)Pennsylvania

Answer 1

B

Question 2

Which marketing approach is the most appropriate in today's environment?

A)rifle
B)shotgun
C)mortar
D)switchblade
E)spoon

Answer 2

A

Question 3

Based on ancestry, the largest ancestral group in the United States claims to have ________ roots.

A)English
B)Irish
C)German
D)Latin American
E)Spanish

Answer 3

C

Question 4

Which of the following does NOT apply to the Hispanic population in the United States?

A)By 2010, Hispanics will be about 16 percent of the population.
B)They have various cultural differences based on their countries of origin.
C)About 50 percent of Hispanic people come from Central and South America.
D)By 2050, Hispanics will be about 30 percent of the total U.S. population.
E)Hispanics can be of any race.

Question 5

According to an official from the Bank of America, the Asian market is:

A)somewhat wealthy and affluent.
B)overextended and oversold.
C)somewhat poor and yet overly tapped.
D)relatively older, less well-educated than the non-Hispanic white population.
E)extremely wealthy and affluent but relatively untapped.

Question 6

Which of the following is NOT one of the top five cities where African Americans live?

A)Detroit
B)San Francisco
C)New York
D)Philadelphia
E)Houston

Question 7

If projections hold true, the population of the United States will climb to at least ________ million by 2030.

A)290
B)300
C)310
D)320
E)370

Question 8

Which of the following terms have been used to describe what is now the broader, more inclusive term, multicultural marketing?

A)social marketing
B)cultural marketing
C)minority marketing
D)life-style marketing
E)demographic marketing

Question 9

According to U.S. Census data projections, by the year 2030, 70 percent of the growth in the United States will occur in:

A)the South and West.
B)the South.
C)the Pacific Northwest.
D)the West.
E)the Mid-West and Mid-Atlantic.

Question 10

Which company below provides a demographic and lifestyle picture of neighborhoods?

A)Claris' PRIZM
B)TIGER
C)ESRI
D)Experian
E)MapInfo

Question 11

Which characteristic below does NOT pertain to the Hispanic population in the United States?

A)second largest minority segment
B)about 16 percent of the population
C)Purchasing power was $870 billion in 2008.
D)fastest-growing ethnic minority
E)largest minority segment

Question 12

Studies and statistics show that women:

A)earn a lower percentage of bachelor and master degrees than do men in the United States.
B)comprise less than half the population.
C)account for 51% of all management positions.
D)purchase or influence the purchase of 75% of all products.
E)account for 55 percent of the workforce.

Question 13

Which characteristic below does NOT pertain to the African American population?

A)second-largest minority segment
B)consumer buying power is $913 billion in 2008
C)about 46 percent are home owners
D)own 824,000 businesses
E)largest minority segment

Question 14

According to a Walt Disney executive, marketing to multicultural populations:

A)is a fad.
B)will become easier as populations converge.
C)is increasingly difficult as the population becomes even more diverse.
D)will simplify targeting.
E)is dangerous.

Question 15

Which characteristic below does NOT pertain to the Asian and Pacific Islander population in the United States?

A)44 percent of Asian women have a bachelor's degree.
B)51 percent of men have a bachelor's degree.
C)about 5 percent of total population
D)Population figure is about 14 million.
E)largest minority segment

Question 16

Which of the following aid in finding prime prospects?

A)advertising media
B)product value analysis
C)SWOT
D)census data
E)market share analysis

Question 17

Characteristics that apply to 18-to 34-year-old men include:

A)were in front of their television sets more than other groups.
B)have relatively high disposable incomes.
C)have relatively high discretionary income.
D)have been courted more aggressively by businesses than women.
E)have formed brand loyalties.

Question 18

According to findings from American Demographics, which is false about the average U.S. metropolitan household?

A)More money is spent on shelter than transportation.
B)Less money is spent on shelter than transportation.
C)The same amount is spent on apparel as for utilities.
D)Combined spending on entertainment and household operations is less than that spent on personal insurance.
E)Spending patterns can vary strongly based on age and income.

Question 19

When it comes to aging in the United States, it is apparent that:

A)by 2020, there will be fewer people 65 and older than there are today.
B)by 2050, there will be at least twice as many people 65 and older than there are today.
C)by 2030, only one in eight people will be 65 and older.
D)by 2003, one in twenty people were 65 an older.
E)by 2015, one in four persons will be over age 65.

Question 20

One of the most sophisticated geodemographic tools to help marketers pinpoint direct marketing prospects based on U.S. census data is:

A)DOT.
B)TIGER.
C)GEOBUY.
D)EPA.
E)Experian.

Question 21

At the heart of the new marketing concept is:

A)one size fits all.
B)sell what you can make cheaply.
C)find a need and fill it.
D)satisfy the dominant coalition.
E)"if you build it, they will buy."

Question 22

Characteristics of the consumer segment that comprise single-person households include:

A)about 78 percent are working-class women.
B)about 80 percent are working-class men.
C)about half are well-to-do men.
D)about 25 percent are made up of people 25 or younger.
E)most are either students or widowed.

Question 23

Which company failed to recognize the need to invest in either Gen X or Gen Y and paid dearly despite having one of America's great brands?

A)Nike
B)Toyota
C)Harley-Davidson
D)Levi Strauss & Co.
E)Abercrombie & Fitch

Question 24

Of the following, which would NOT pertain to a product?

A)a bundle of satisfactions
B)a bundle of ingredients combined to push for satisfaction
C)a bundle of satisfactions that are psychological
D)a bundle of satisfactions that are functional
E)a bundle of ingredients combined for sale to a consumer

Question 25

Under the old marketing concept, marketing people as well as top-level management were committed to:

A)having a customer orientation.
B)analyzing and using the best in market intelligence.
C)making the sale for the sale's sake.
D)delivering customer-defined quality.
E)building long-term relationships.

Question 26

The essential difference in strategic planning under the new marketing concept is:

A)market segmentation.
B)target marketing.
C)positioning.
D)customer value.
E)making the sale.

Question 27

A category of market segmentation that is the oldest form.

A)product-user
B)geographic
C)brand loyalty
D)lifestyle
E)attitude and benefits

Question 28

Recent research indicates that Gen Xers are more likely than their Boomer counterparts to:

A)want a home that is utilitarian.
B)live a fast-paced life.
C)multitask at a meal.
D)be more career-focused.
E)slowly but surely be parents.

Question 29

Which of the following aspects of a group of people is NOT included in the text's definition of a market?

A)could afford to buy a product
B)could be geographically separated
C)could use our product to their advantage
D)could be reached through some medium
E)could be identified by a common characteristic, interest, or problem

Question 30

Which of the following is NOT a step in the market-segmentation process?

A)communicate your positioning
B)target a segment
C)segment your market
D)SWOT analysis
E)position your product for that segment

Question 31

Which of the following epitomizes the old marketing concept?

A)It's nearly a sixty-year-old management philosophy.
B)The sale is not what it's all about.
C)Technology drives globalization.
D)Economic actors need long-term relationships, even partnerships.
E)a focus on value and consumer needs

Question 32

Gen Xers share which of the following characteristics?

A)born primarily in the 1980s
B)cautious about marrying
C)socially intolerant
D)against traditionalism
E)technologically inept

Question 33

Baby Boomers share which of the following characteristics?

A)value self-sacrifice
B)lack sophistication
C)are self-assured
D)are less educated than other generations
E)prefer not to change the world

Question 34

A type of geodemographical marketing technique that supermarkets or fast-food operations use.

A)micromarketing
B)ADI
C)VALS
D)PRIZM
E)MONITOR MindBase

Question 35

Type of market segmentation that looks at consumption patterns.

A)benefits and attitudes
B)micromarketing
C)product-user
D)geodemographic
E)values

Question 36

Called Gen Y, this group would typically:

A)be less likely to outspend all previous generations.
B)be easy to pigeonhole.
C)be hurting established Boomer brands by ignoring them.
D)be less racially diverse.
E)be born from 1976 to 1996.

Question 37

Which of the following does NOT pertain to a generation?

A)the number of people in any age group
B)people who share formative experiences
C)people who share attitudes
D)20 years and extends more than a decade
E)people with a common history

Question 38

Which of the following is NOT a component of a situation analysis?

A)SWOT analysis
B)assumptions regarding the future
C)objective setting
D)analysis of major issues
E)a description of the present situation

Question 39

Characteristics that so-called matures share include:

A)fighting for the concept of the old.
B)being self-absorbed.
C)disdaining teamwork.
D)conforming for the common good.
E)believing they know better than their elders.

Question 40

In planning advertising, which is a major variable to use in segmenting a market?

A)a situation analysis
B)position of your product in the market
C)lifestyle
D)the market-segmentation process
E)media habits

Question 41

Challenges in positioning that advertisers could face include:

A)sticking to appeals that are undervalued.
B)damaging a product image by changing the appeals.
C)expanding into a market well beyond the tipping point for the product.
D)knowing the competition so well that you take them for granted.
E)keeping the focus on a single position in all conditions.

Question 42

Which of the following would NOT be a characteristic of niche marketing?

A)It is a flanking strategy.
B)It is simply a buzzword for market segmentation.
C)It essentially is way to engage competitors at their points of weakness.
D)It can create a specific product through variations that help the product meet a specific niche's needs.
E)It focuses on narrow windows of opportunity within a broad product market or industry.

Question 43

Population is far more than just number of people, especially when we realize that it can indicate significant changes in a country.

Question 44

Steps in examining an overall market profile include all of the following EXCEPT:

A)determining overall usage of the product type.
B)determining the ad copy approach to reach the prime audience.
C)determining whether the product category is growing, stagnant, or declining.
D)determining our share of the market to that of our competitors.
E)determining the market share trends for the past several years.

Question 45

According to Saatchi & Saatchi, cities may be selected to test market a product for the following reason.

A)The city's demographics fall within 10% of the national average.
B)The city is not isolated.
C)Local media is relatively inexpensive.
D)Citizens usually are not loyal to any particular brand.
E)Supermarkets routinely give new products display space.

Question 46

The best approach to take when making media decisions is to:

A)go with what has worked in the past.
B)be sure to include interactive media.
C)be sure to include print advertising in the media mix.
D)remain media neutral.
E)rely primarily on ratings to select media.

Question 47

A type of segmentation that tries to determine whether people will switch preferences in purchasing products is:

A)product-user.
B)brand loyalty.
C)lifestyle.
D)benefits and attitudes.
E)geodemographic.

Question 48

The number one test market city that represents American consumers as a whole is:

A)Cincinnati, OH.
B)Albany, NY.
C)Baltimore, MD.
D)New York City.
E)Rochester, NY.

Question 49

In a discussion of heavy users, which of the following is false?

A)are actually more important than commonly thought
B)sometimes referred to as the 20/80 rule
C)sometimes referred to as the 80/20 rule
D)Exact percentages vary with the product and product category.
E)identified by who they are, when they buy, and where they are

Question 50

According to Jack Trout and Al Ries, for advertisers thinking about positioning, the key questions to ask include:

A)Can we associate an object with a product attribute?
B)Can we associate an object with a product characteristic?
C)Can we ignore what position we seek to own?
D)Which firms must we cooperate with to establish that position?
E)What position do we want to own?

Question 51

According to David Aaker, the most-used positioning strategy is:

A)to associate an object with a product attribute or characteristic.
B)to associate an object with a consumer or consumer group.
C)to stake out what position you seek to own.
D)to identify the competition who must be overcome.
E)to have the guts to occupy the position sought.

Question 52

According to Vickie Abrahamson, a tight-knit, alternative community that shares common values and passions is nesting.

Question 53

The primary purpose for target marketing is to avoid wasting time and money by targeting people who are unlikely to buy the product and to identify and communicate with groups of prime prospects.

Question 54

In a discussion of psychographics, which of the following is false?

A)is an attempt to explain the significance of differences in demographics
B)sharpens the search for prospects beyond demographic data
C)reveals only a skeleton and not a person
D)challenges good copywriters to appeal to the interests of a specific segment's lifestyle
E)reveals the soul of a person

Question 55

Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?

A)KFC
B)Bama Breeze
C)Taco Bell
D)Arby's
E)McDonald's

Question 56

Clarita's PRIZM is a geodemographic source that shows how this type of service has become more science than art.

Question 57

The population for the next 25 years will be smaller, younger and less diverse than ever before in the United States.

Question 58

Segmenting that grouped people who had similar demographics and lifestyles into neighborhood clusters:

A)began in the 1970s with PRIZM.
B)was first used by SRI through its VALS approach.
C)is a recent phenomenon.
D)was pioneered by Yankelovich Partners, Inc. in the past five years.
E)has been proven ineffective.

Question 59

Nyquil is an example of:

A)a test product that needed to be repositioned.
B)a product that appeals to Bobos.
C)a test product without a particular target in mind.
D)deceptive advertising.
E)a product development failure.

Question 60

In positioning, you must:

A)avoid segmentation.
B)fit the product into the lifestyle of the buyer.
C)minimize advertising.
D)never modify the product in order to keep niche clients loyal.
E)do pretesting and posttesting.

Question 61

Customer value is at the heart of the new marketing concept and must be central in all business strategy.

Question 62

Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.

Question 63

Niche marketing is another term for marketing segmentation.

Question 64

Ries and Trout suggest the first question advertisers should ask as they think about positioning is what position, if any, do we already own in the prospect's mind?

Question 65

Estimates for the 2010 census show that the percentage of people designated as Hispanic will fall below the percentage designated as African American in the United States.

Question 66

Ancestry, education and immigrant are categories data that a new U.S. Census Bureau program provides for a demographic snapshot of the population.

Question 67

Spending, household income, birthrate and aging are among the types of information available so advertisers can better target their messages.

Question 68

Today, "if it plays in Albany, NY, it will play anywhere" is better test marketing advice for marketers who used to say that about Peoria.

Question 69

There is not much difference between generations in terms of how members of those generations think, act, and spend.

Question 70

The 80/20 rule is the key principle to remember when you think of "heavy users" even though exact figures vary with each product and product category.

Question 71

By too narrowly defining a market with excessive segmenting marketers may become inefficient in their ability to buy media, create different advertising, or obtain distribution channels.

Question 72

The oldest form of segmentation is geographic.

Question 73

Market segmentation is an extension of the marketing concept.

Question 74

Researchers of brand loyalty have found there are six such segments.

Question 75

Positioning is finding ways to get inside the minds of consumers.

Question 76

Women account for nearly half the workforce and 51 percent of management positions in the United States.

Question 77

Psychographic research is valuable to advertisers because it can be used to determine people's media preferences.

Question 78

Today, approaching a market as media neutral is a good idea because of the rapidly changing media habits of customers.

Question 79

Demography is the study of vital economic and sociological statistics about people.

Question 80

The satisfactions customers derive from a product can be functional and psychological.