Question 1

The difference between one-to-one marketing and the traditional mass-marketing approach is difficult to articulate.

Accepted Answer

A) True 
 B)False

Question 2

In the context of purchasing profiles, what do we call business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one?

Accepted Answer

A) laggards 
B) innovators 
C) optimizers 
D) satisficers

Question 3

Women have been treated as second-class citizens by the sporting goods industry, but in 2002, sporting goods manufacturers and retailers began aggressively pursuing this market. Nike opened two women-only boutiques called Nike Goddess to test how receptive women were to its new merchandising concepts. Which type of demographic segmentation was the sporting goods industry using?

Accepted Answer

A) lifestyle 
B) usage rate 
C) benefit 
D) gender

Question 4

Mattel is trying several different strategies to sustain brand growth in slow markets. It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls. In another move, it announced Barbie would "spend some time apart" from Ken, her long-term male doll companion. What is Mattel doing to the Barbie brand in order to grow?

Accepted Answer

A) repositioning it 
B) demarketing it 
C) reverse engineering it 
D) showcasing it

Question 5

Why are many retail firms interested in customer loyalty cards and programs?

Accepted Answer

A) because roughly 80 percent of the profit comes from 20 percent of the sales 
B) because roughly 80 percent of a firm's customers are repeat business 
C) because roughly 50 percent of a firm's customers purchase 80 percent of the sales volume of the product 
D) because roughly 20 percent of a firm's customers purchase 80 percent of the sales volume of the product

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

What is geodemographic segmentation? What is the result of geodemographic segmentation? Give one specific example that illustrates this type of segmentation.

Accepted Answer

The answer of What is geodemographic segmentation? What is the...

Question 8

Promotion is one of the components that form a marketing mix.

Accepted Answer

A) True 
 B)False

Question 9

Name and briefly describe four bases firms typically use for positioning or repositioning their products/services.

Accepted Answer

The answer of Name and briefly describe four bases firms...

Question 10

Scenario 8-1
E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a different marketing mix to appeal to its ethnic customers.E&V studios are located in urban areas such as Toronto and Vancouver.
-Refer to the scenario. Which segmentation variable does the company rely on to identify its market?

Accepted Answer

A) geographic 
B) socio-cultural 
C) socioeconomic 
D) demographic

Question 11

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

Accepted Answer

A) demographic segmentation 
B) benefit segmentation 
C) aggregate segmentation 
D) usage-rate segmentation

Question 12

Budweiser beer was one of the official sponsors of the 2010 World Cup soccer championship held in South Africa. As such, Budweiser beer was the only beer available in the soccer stadium where the games were played. South Africans were outraged because they equate drinking Bud to drinking water. In this case, which type of segmentation should have been primarily used?

Accepted Answer

A) geographic 
B) economic 
C) social 
D) usage-rate

Question 13

Income, ethnic background, gender, and age are all examples of which type of segmentation bases?

Accepted Answer

A) geodemographic 
B) organizational 
C) demographic 
D) socioeconomic

Question 14

For years, chickens sold in grocery stores were perceived to be a rather generic product-one brand of chicken was much like another. Then Maple Leaf Foods began an advertising campaign to tell consumers its brand of chicken was tenderer and a better choice. What did Maple Leaf bring to the marketing of chickens?

Accepted Answer

A) perceptual mapping 
B) product differentiation 
C) psychographic targeting 
D) market innovation

Question 15

With the personal and targeted nature of customer relationship management, consumers spend more time making purchase decisions.

Accepted Answer

A) True 
 B)False

Question 16

Atomic Ranch is a new magazine that targets people who grew up in ranch-style houses, now own ranch-style houses, and appreciate articles about the history of the style and sensitive makeovers that keep the essential ranch style while allowing for modern conveniences. Which type of variables does this new publication rely on to identify its target market?

Accepted Answer

A) psychographic variables 
B) demographic variables 
C) usage rate variables 
D) family life cycle variables

Question 17

The Toronto Zoo has completed a thorough examination of its patrons, such as Chinese families and ethnic communities. It grouped the customers into three segments based on size, geographic region, and benefits sought. Would you recommend a new segmentation analysis this year?

Accepted Answer

A) No, once every 10 years is about average. 
B) Yes, I would recommend one be done regularly because of the rapidly changing nature of most markets. 
C) No, consumer markets are not rapidly changing or developing like business goods markets. 
D) Yes, a new analysis would be in order, but it should use different bases to get some variety.

Question 18

After the market segmentation process, the marketing manager's next task is to select one or more target markets. There are three general strategies for selecting target markets. Name and briefly define each of the three strategies. For each strategy, name one advantage and one disadvantage of using the strategy.

Accepted Answer

The answer of After the market segmentation process, the marketing...

Question 19

Products such as bleaches, painkillers, unleaded regular gasoline, and some soaps are distinguished by minor differences, such as brand names, packaging, colour, smell, or "secret" additives. With these products, marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands. What are these marketers using?

Accepted Answer

A) cannibalization 
B) product differentiation 
C) psychographic targeting 
D) integrated marketing

Exam 8: Segmenting, Targeting, and Positioning

The difference between one-to-one marketing and the traditional mass-marketing approach is difficult to articulate.

In the context of purchasing profiles, what do we call business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one?

Why are many retail firms interested in customer loyalty cards and programs?

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

What is geodemographic segmentation? What is the result of geodemographic segmentation? Give one specific example that illustrates this type of segmentation.

Promotion is one of the components that form a marketing mix.

Name and briefly describe four bases firms typically use for positioning or repositioning their products/services.

Income, ethnic background, gender, and age are all examples of which type of segmentation bases?

With the personal and targeted nature of customer relationship management, consumers spend more time making purchase decisions.

The Toronto Zoo has completed a thorough examination of its patrons, such as Chinese families and ethnic communities. It grouped the customers into three segments based on size, geographic region, and benefits sought. Would you recommend a new segmentation analysis this year?