Question 1

Which type of segmentation is most related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Accepted Answer

A)  behavioral 
B)  psychographic 
C)  needs 
D)  impulse 
E)  values

Question 2

Like consumer markets, business markets can be segmented by demographics and loyalty.

Accepted Answer

A) True 
 B)False

Question 3

The initial method of segmenting a population is usually ________.

Accepted Answer

A)  lifestyle 
B)  needs 
C)  usage 
D)  loyalty 
E)  demographic

Question 4

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

Accepted Answer

A)  brand position statement 
B)  service differentiation 
C)  a perceptual map 
D)  brand optimization 
E)  niche marketing

Question 5

The division of buyers into groups based on their current and desired level of interaction with a particular market category is ________ segmentation.

Accepted Answer

A)  behavioral 
B)  psychographic 
C)  values 
D)  demographic 
E)  needs

Question 6

There are many exceptions to the assumption that consumers in nations close to one another will have many common behaviors and traits.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following best explains why a company might adopt an undifferentiated targeting strategy?

Accepted Answer

A)  to more efficiently focus on its CRM strategy 
B)  to remove the need for clear positioning 
C)  to more easily appeal to global markets 
D)  to reduce production and advertising costs 
E)  to successfully compete in a market with many competitors

Question 8

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for the company's Febreze line of products, they were executing which of the following?

Accepted Answer

A)  market segmenting 
B)  mass marketing 
C)  differentiation 
D)  targeting 
E)  positioning

Question 9

Examples of ________ segmentation variables include integrity, respect, and honesty.

Accepted Answer

A)  behavioral 
B)  psychographic 
C)  values 
D)  loyalty 
E)  needs

Question 10

What factors may impact segment attractiveness?

Accepted Answer

The answer of What factors may impact segment attractiveness?...

Question 11

Mass marketers such as Target and Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting?

Accepted Answer

A)  undifferentiated marketing 
B)  differentiated marketing 
C)  target marketing 
D)  concentrated marketing 
E)  niche marketing

Question 12

A magazine targeted to readers who love to in-line skate primarily uses ________ segmentation.

Accepted Answer

A)  demographic 
B)  ethnographic 
C)  values 
D)  needs 
E)  psychographic

Question 13

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

Accepted Answer

A)  segmentation 
B)  differentiation 
C)  targeting 
D)  market mixing 
E)  positioning

Question 14

Compare and contrast the three major segmenting strategies.

Accepted Answer

The answer of Compare and contrast the three major segmenting...

Question 15

Which type of positioning is based on characteristics of the brand that enhance the self-esteem of customers?

Accepted Answer

A)  unique 
B)  symbolic 
C)  functional 
D)  experiential 
E)  optimized

Question 16

Which group determines a product's position relative to competing products?

Accepted Answer

A)  manufacturers 
B)  wholesalers 
C)  retailers 
D)  consumers 
E)  suppliers

Question 17

Explain why correctly segmenting consumers will help a company target its marketing dollars more effectively.

Accepted Answer

The answer of Explain why correctly segmenting consumers will help...

Question 18

The business segmentation variable of ________ refers to customer desires such as service support, cutting-edge technology, or financing terms.

Accepted Answer

A)  demographics 
B)  purchasing approaches 
C)  customer operating characteristics 
D)  personal characteristics 
E)  benefits sought

Question 19

________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.

Accepted Answer

A)  Market targeting 
B)  Target marketing 
C)  Mass marketing 
D)  Positioning 
E)  Multisegment marketing

Question 20

Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." These statements indicate a firm's ________.

Accepted Answer

A)  product portfolio 
B)  target market 
C)  positioning 
D)  strategy 
E)  niche

Exam 10: Segmenting, Targeting, and Positioning