Question 1

A market segment is deemed to have substantiality if it contains a large number of potential customers.

Accepted Answer

A) True 
 B)False

Question 2

In Baton Rouge,Louisiana,everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Accepted Answer

A) geodemographic 
B) graphic 
C) benefit 
D) socioeconomic 
E) income

Question 3

Modern Maturity magazine is targeted toward adults aged 50 years and older.It has articles on health and fitness as well as the arts and finance.What segmenting base is Modern Maturity using?

Accepted Answer

A) Demographic 
B) Geographic 
C) Nomological 
D) Economic 
E) Generational

Question 4

According to the criterion of _____,a selected segment must be large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.

Accepted Answer

A) causality 
B) accountability 
C) responsiveness 
D) accessibility 
E) substantiality

Question 5

Increasing share of customer means:

Accepted Answer

A) selling more products to each customer 
B) increasing the number of customers 
C) winning market share from competitors 
D) the sales due to a customer relative to the costs of attaining and retaining that customer 
E) individual customer revenue minus costs to satisfy that customer

Question 6

Mercedes-Benz
Daimler AG,the maker of Mercedes-Benz automobiles,is planning to launch a new line of downsized luxury vehicles in the United States by 2012.Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles.With increasing fuel prices and stricter U.S.fuel-economy standards coming down the pipeline,Daimler doesn't want to be left behind.Daimler is behind its competition,though.Its German rivals,Audi and BMW,have been relatively successful in the United States.BMW's Mini Cooper,demanding as much as $34,000,has already driven away with some of Daimler's potential sales.While Daimler already offers the Smart car in the United States,the new offerings will not be going after the same consumers.
-Refer to Mercedes-Benz.Daimler plans to introduce the downsized luxury vehicles in major U.S.cities,such as Los Angeles,New York,Miami,Atlanta,Dallas,and Chicago because market research has shown that these metropolitan areas have the greatest potential with respect to the consumers able to purchase a $30,000+ smaller luxury vehicle.Which type of psychographic segmentation does this represent?

Accepted Answer

A) Geodemographic 
B) Personality 
C) Benefit 
D) Usage rate 
E) Demographic

Question 7

Markets are always segmented by at least two variables.

Accepted Answer

A) True 
 B)False

Question 8

All of the following are steps in the market segmenting process EXCEPT:

Accepted Answer

A) determining the objectives of the segmentation strategy 
B) profiling and analyzing segments 
C) designing,implementing,and maintaining appropriate marketing mixes 
D) selecting a market or product category for study 
E) choosing a basis or bases for segmenting the market

Question 9

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Accepted Answer

The answer of You are given the following limited information...

Question 10

A list of reasons why customers choose to drink Diet Coke Plus would be helpful for marketers using benefit segmentation.

Accepted Answer

A) True 
 B)False

Question 11

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 12

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 13

All of the following are typical bases for positioning EXCEPT:

Accepted Answer

A) attribute 
B) price and quality 
C) distribution 
D) emotion 
E) product user

Question 14

The Coca-Cola Company has over 450 brands in over 195 countries.According to their Web site,their products range from Samurai,an energy drink available in Asia to Vita,an African juice drink.It uses _____ segmentation in this marketing strategy.

Accepted Answer

A) geographic 
B) economic 
C) demographic 
D) usage-rate 
E) multipositioning

Question 15

U.S.paint manufacturers traditionally use different formulas 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 16

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it,and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

Accepted Answer

A) all parents 
B) expectant moms 
C) recently married couples 
D) parents of toddlers 
E) collectors of unusual art

Question 17

Scott owns Buffalo Mountain Coffee in Deer Park,Ohio..He understands the need to segment his market,and available marketing research indicates there is much demand in the community for unique coffee drinks.However,he has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest he employ?

Accepted Answer

A) Develop an undifferentiated strategy,because it is not a large community and he could create a single marketing mix that would serve the entire community 
B) Employ a macrosegmentation strategy,because the data needed for such a strategy are both easy to get and fit his needs exactly 
C) Use a single-variable strategy,because it offers an inexpensive alternative that would not require much experience to employ 
D) Use a multiple-variable segmentation strategy,because it is easier to use than single-variable segmentation 
E) Conduct a VALS investigation of his buying market

Question 18

An individualized marketing method that utilizes customer information to build long-term,personalized,and profitable relationships with each customer is referred to as:

Accepted Answer

A) 80/20 marketing 
B) interpersonal marketing 
C) zoned marketing 
D) one-to-one marketing 
E) individual marketing

Question 19

Until the 1990s,few firms practiced market segmentation.

Accepted Answer

A) True 
 B)False

Question 20

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

Accepted Answer

A) product class 
B) price and quality 
C) use or application 
D) attribute 
E) emotion

Exam 8: Segmenting and Targeting Markets

A market segment is deemed to have substantiality if it contains a large number of potential customers.

In Baton Rouge,Louisiana,everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

Modern Maturity magazine is targeted toward adults aged 50 years and older.It has articles on health and fitness as well as the arts and finance.What segmenting base is Modern Maturity using?

According to the criterion of _____,a selected segment must be large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.

Increasing share of customer means:

Markets are always segmented by at least two variables.

All of the following are steps in the market segmenting process EXCEPT:

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

A list of reasons why customers choose to drink Diet Coke Plus would be helpful for marketers using benefit segmentation.

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

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.

All of the following are typical bases for positioning EXCEPT:

The Coca-Cola Company has over 450 brands in over 195 countries.According to their Web site,their products range from Samurai,an energy drink available in Asia to Vita,an African juice drink.It uses _____ segmentation in this marketing strategy.

U.S.paint manufacturers traditionally use different formulas 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.

The Belly Cast kit by Proud Body helps an expectant mom to make a cast of her pregnant body,decorate it,and keep it for a lifetime.The primary market segment for the Belly Cast kit is:

An individualized marketing method that utilizes customer information to build long-term,personalized,and profitable relationships with each customer is referred to as:

Until the 1990s,few firms practiced market segmentation.

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.