Question 1

Newlyweds are an example of a(n) ________ segment.

Accepted Answer

A)  life stage 
B)  age 
C)  behavior 
D)  user status 
E)  income

Question 2

The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.

Accepted Answer

A)  no synergy exists 
B)  logistics can become a nightmare 
C)  the product may be supplanted by an entirely new technology 
D)  competitors can easily copy any new product introductions 
E)  e-commerce becomes difficult for the company

Question 3

Robert is the owner of an car manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________.

Accepted Answer

A)  occupation 
B)  family size 
C)  benefits 
D)  nationality 
E)  user status

Question 4

If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.

Accepted Answer

A)  loyalty status 
B)  behavioral occasions 
C)  user status 
D)  psychographic lifestyle 
E)  readiness stage

Question 5

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

Accepted Answer

A) True 
 B)False

Question 6

Give an example of how a company might target products to children in an ethical way.

Accepted Answer

The answer of Give an example of how a company...

Question 7

Explain geographic segmentation.

Accepted Answer

The answer of Explain geographic segmentation....

Question 8

Hard-core loyals can show the firm which brands are most competitive with its own.

Accepted Answer

A) True 
 B)False

Question 9

In a growing trend called grassroots marketing, such activities concentrate on getting as close and personally relevant to individual customers as possible.

Accepted Answer

A) True 
 B)False

Question 10

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

Accepted Answer

A)  Generation Z 
B)  Generation X 
C)  Generation Y 
D)  Silent generation 
E)  Baby boomers

Question 11

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.

Accepted Answer

A)  student ambassadors 
B)  unconventional sports 
C)  cool events 
D)  computer games 
E)  online buzz

Question 12

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

Accepted Answer

A)  personal characteristics 
B)  demographic variables 
C)  situational factors 
D)  operating variables 
E)  purchasing approaches

Question 13

If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

Accepted Answer

A)  measurable 
B)  substantial 
C)  accessible 
D)  differentiable 
E)  actionable

Question 14

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process.

Accepted Answer

A)  needs-based segmentation 
B)  segment identification 
C)  segment profitability 
D)  segment "acid test" 
E)  marketing-mix strategy

Question 15

What is geoclustering?

Accepted Answer

The answer of What is geoclustering?...

Question 16

The sale of turkeys in Singapore is highest in December, as people buy turkeys to serve at Christmas. Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Accepted Answer

A)  benefits 
B)  user status 
C)  buyer-readiness stage 
D)  demographics 
E)  occasion

Question 17

Briefly describe product specialization and market specialization.

Accepted Answer

The answer of Briefly describe product specialization and market specialization....

Question 18

Generation Y members are often turned off by overt branding practices and "hard sell." List the different approaches tried by the marketers to reach and persuade them.

Accepted Answer

The answer of Generation Y members are often turned off...

Question 19

Life stage defines a person's age.

Accepted Answer

A) True 
 B)False

Question 20

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.

Accepted Answer

A)  thinker 
B)  achiever 
C)  experiencer 
D)  striver 
E)  survivor

Exam 8: Identifying Market Segments and Targets

Newlyweds are an example of a(n) ________ segment.

The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.

If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

Give an example of how a company might target products to children in an ethical way.

Explain geographic segmentation.

Hard-core loyals can show the firm which brands are most competitive with its own.

In a growing trend called grassroots marketing, such activities concentrate on getting as close and personally relevant to individual customers as possible.

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

Rock band Foo Fighters created a digital street team that sends targeted email messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process.

What is geoclustering?

The sale of turkeys in Singapore is highest in December, as people buy turkeys to serve at Christmas. Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Briefly describe product specialization and market specialization.

Generation Y members are often turned off by overt branding practices and "hard sell." List the different approaches tried by the marketers to reach and persuade them.

Life stage defines a person's age.

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.