Question 1

_____ is the segmenting of markets based on the region of the country or the world,market size,market density (number of people within a certain unit of land),or climate.

Accepted Answer

A)  Community segmentation 
B)  Geographic segmentation 
C)  Geodemographic segmentation 
D)  PRIZM segmentation 
E)  Demonstratable regionalization

Question 2

Wrestling Merchandise
Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at JCPenney and Wal-Mart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.Since the WWE must use different methods to reach its three largest target markets,it must use:

Accepted Answer

A)  undifferentiated targeting 
B)  concentrated or niche targeting 
C)  multisegment targeting 
D)  demarketing 
E)  repositioning

Question 3

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.What demographic variables have been used to define the market for this book?

Accepted Answer

A)  benefit desired and lifestyle 
B)  gender and family life-cycle stage 
C)  age,gender,and personality 
D)  benefit desired and gender 
E)  usage-rate and lifestyle

Question 4

Fisher-Price developed a rugged,waterproof camera for children.This product uses _____ segmentation.

Accepted Answer

A)  ethnicity 
B)  income 
C)  age 
D)  gender 
E)  occupation

Question 5

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  usage rate 
C)  demographic 
D)  psychographic 
E)  benefit

Question 6

The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never utilized mass transit,(2)people who utilized mass transit in the past but not now,(3)people who utilized mass transit occasionally,and (4)people who utilized mass transit regularly.These groups have significantly different perceptions about transportation alternatives.This is an example of _____ segmentation.

Accepted Answer

A)  demographic 
B)  benefit 
C)  aggregate 
D)  economic 
E)  usage-rate

Question 7

Karry-Lite,the manufacturer of lightweight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  benefit 
C)  functional 
D)  usage-rate 
E)  feature-based

Question 8

Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.

Accepted Answer

The answer of Discuss the advantages and disadvantages of single-variable...

Question 9

With respect to stage in the family life cycle,research has found that the overriding factor in describing subsegments is the presence of children in the house.

Accepted Answer

A) True 
 B)False

Question 10

Compare and contrast traditional mass marketing and one-to-one marketing.What is the primary goal for companies that adopt the one-to-one marketing approach?

Accepted Answer

The answer of Compare and contrast traditional mass marketing and...

Question 11

All of the following are advantages of using a concentrated targeting strategy EXCEPT:

Accepted Answer

A)  concentration of resources 
B)  can better meet the needs of a narrowly defined segment 
C)  allows some small firms to better compete with larger firms 
D)  strong positioning 
E)  high cannibalization

Question 12

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments.If this process is carried to its extreme,then one could say that:

Accepted Answer

A)  this is the reason segmentation cannot be used by small firms 
B)  all individuals have the same needs in spite of cultural differences 
C)  everyone belongs to the same segment 
D)  segmentation controls the demand for products 
E)  every individual in the world is a market segment

Question 13

Piper Corporation makes aircrafts.It produces several different planes for three categories of customer: Professional,Personal,and Trainer.What type of targeting strategy is Piper using?

Accepted Answer

A)  demand positioning 
B)  concentrated targeting 
C)  undifferentiated targeting 
D)  multisegment targeting 
E)  market differentiation

Question 14

U.S.paint manufacturers traditionally use different formulae for developing paint to be used in the humid Southeast,the frigid Midwest,and the hot and dry Southwest.This is an example of how demographic segmentation is used.

Accepted Answer

A) True 
 B)False

Question 15

Altria Group Inc.'s Phillip Morris failed at another attempt to target Americans looking for a potentially safer cigarette.This market exhibits a lack of _____.

Accepted Answer

A)  substantiality 
B)  identifiability and measurability 
C)  responsiveness 
D)  reliability 
E)  accessibility

Question 16

Heavenly Ham is a ham and sandwich store that stresses in its advertisements that customers should choose them "when taste matters." Heavenly Ham uses _____ segmentation.

Accepted Answer

A)  geographic 
B)  demographic 
C)  psychographic 
D)  benefit 
E)  usage rate

Question 17

A group of middle school students stop by a bicycle store.The store has just received a new shipment of high-end racing bicycles.The bicycles range in price from $1,200 to $3,000.All of the students want one of these new bikes,but none has the means to buy one.Is this group of consumers a potential market for the expensive bikes?

Accepted Answer

A)  Yes,they are a potential market since they are all about the same age. 
B)  No,they do not have the ability to purchase at this time. 
C)  No,to qualify as a market,they must need the product. 
D)  Yes,they are a market because this product could satisfy their consumer wants and desires. 
E)  Yes,they are a market because this group shares relatively similar product needs and purchasing characteristics.

Question 18

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools.This program,called the Box Tops for Education Program,is a means of changing light users into heavier users.In other words,it is a form of _____ segmentation.

Accepted Answer

A)  lifestyle 
B)  motive 
C)  usage-rate 
D)  demographic 
E)  personality

Question 19

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Accepted Answer

The answer of What is benefit segmentation? For toothpaste,list six...

Question 20

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with Powerade also.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be drunk by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

Accepted Answer

A)  geodemographic 
B)  usage-rate 
C)  demographic 
D)  psychographic 
E)  benefit

Exam 8: Segmenting and Targeting Markets

_____ is the segmenting of markets based on the region of the country or the world,market size,market density (number of people within a certain unit of land) ,or climate.