Question 1

In addition to population and geography, a researcher might combine other indicators to segment markets geographically.Of the indicators listed, what would marketers be LEAST likely to use?

Accepted Answer

A)  income and job growth 
B)  migration patterns 
C)  average size of the households 
D)  product-usage patterns

Question 2

What is another name for socioeconomic market segmentation?

Accepted Answer

A)  product-related segmentation 
B)  demographic segmentation 
C)  psychographic segmentation 
D)  geographic segmentation

Question 3

Goods and services generally purchased by manufacturers are classified as business products.

Accepted Answer

A) True 
 B)False

Question 4

Historically, Nivea skin care products were marketed and sold exclusively to women.A new product line called Nivea for Men has been recently introduced and is targeted to men and is considered differentiated marketing.

Accepted Answer

A) True 
 B)False

Question 5

Demographic segmentation was, at one time, the most common type of market segmentation method.However, technological advances have made it less common today than other forms of market segmentation.

Accepted Answer

A) True 
 B)False

Question 6

Firms define core regions as the locations where they obtain between 40 and 80 percent of their sales.

Accepted Answer

A) True 
 B)False

Question 7

When can product-usage segmentation be an important tool for marketers?

Accepted Answer

A)  as they attempt to eliminate competition 
B)  as they attempt to identify heavy users 
C)  as they attempt to reduce costs from 80 percent to 20 percent 
D)  as they attempt to increase profitability

Question 8

Compared to women, men have greater influence and purchasing power when it comes to product categories like electronics and home improvements.

Accepted Answer

A) True 
 B)False

Question 9

Give examples of how each product listed can be classified as either a consumer and/or business product.
A)	shampoo
B)	steel bars for concrete reinforcement
C)	lawn mower
D)	computer
E)	automobile

Accepted Answer

The answer of Give examples of how each product listed...

Question 10

The fact that food industry manufacturers are downsizing products and offering more single-serve foods is due to the increase in the number of same-sex couples.

Accepted Answer

A) True 
 B)False

Question 11

According to Ernst Engel's laws, the percentage of income spent on food rises with increased income.

Accepted Answer

A) True 
 B)False

Question 12

What would be the best choice of product to market using an undifferentiated marketing strategy?

Accepted Answer

A)  luxury automobiles 
B)  snack foods 
C)  table salt 
D)  imported wine

Question 13

One of Engel's laws says the percentage spent on housing, household operations, and clothing remains constant.In recent years, however, this has been challenged.In fact, the percentage of income spent on these items has increased over the years.

Accepted Answer

A) True 
 B)False

Question 14

Concentrated marketing disperses the firm's marketing effort among several segments and an upturn in demand in one segment can negatively affect sales in another.

Accepted Answer

A) True 
 B)False

Question 15

In terms of numbers, which age group is the largest?

Accepted Answer

A)  baby boomers 
B)  Generation X 
C)  9/11 Generation 
D)  World War II Generation

Question 16

Compared to a century ago, the average woman gives birth to fewer children and waits until she is older to have them.

Accepted Answer

A) True 
 B)False

Question 17

What is psychographic segmentation based on?

Accepted Answer

A)  the quantitative side of the consumer demographic analysis 
B)  the quantitative side of the consumer geographic analysis 
C)  the individual's residential patterns and life cycle preferences 
D)  the group's psychological characteristics, values, and lifestyles

Question 18

What does a positioning map demonstrate?

Accepted Answer

A)  which companies utilize undifferentiated marketing strategies 
B)  what will remain constant through the entire product life cycle 
C)  how consumers view a product relative to competitive products 
D)  how to introduce a new product to the marketplace

Question 19

Why is segmentation by benefits used?

Accepted Answer

A)  to determine the marketer's effectiveness in satisfying the consumer 
B)  to measure brand loyalty 
C)  to evaluate post-consumption 
D)  to focus on the attributes that people seek in a product

Question 20

What marketing strategy does Burt's Bees skin-care products, manufactured with all natural ingredients, use?

Accepted Answer

A)  undifferentiated marketing 
B)  differentiated marketing 
C)  micromarketing 
D)  concentrated marketing

Exam 8: Market Segmentation, Targeting, and Positioning

In addition to population and geography, a researcher might combine other indicators to segment markets geographically.Of the indicators listed, what would marketers be LEAST likely to use?

What is another name for socioeconomic market segmentation?

Goods and services generally purchased by manufacturers are classified as business products.

Historically, Nivea skin care products were marketed and sold exclusively to women.A new product line called Nivea for Men has been recently introduced and is targeted to men and is considered differentiated marketing.

Demographic segmentation was, at one time, the most common type of market segmentation method.However, technological advances have made it less common today than other forms of market segmentation.

Firms define core regions as the locations where they obtain between 40 and 80 percent of their sales.

When can product-usage segmentation be an important tool for marketers?

Compared to women, men have greater influence and purchasing power when it comes to product categories like electronics and home improvements.

Give examples of how each product listed can be classified as either a consumer and/or business product. A) shampoo B) steel bars for concrete reinforcement C) lawn mower D) computer E) automobile

The fact that food industry manufacturers are downsizing products and offering more single-serve foods is due to the increase in the number of same-sex couples.

According to Ernst Engel's laws, the percentage of income spent on food rises with increased income.

What would be the best choice of product to market using an undifferentiated marketing strategy?

One of Engel's laws says the percentage spent on housing, household operations, and clothing remains constant.In recent years, however, this has been challenged.In fact, the percentage of income spent on these items has increased over the years.

Concentrated marketing disperses the firm's marketing effort among several segments and an upturn in demand in one segment can negatively affect sales in another.

In terms of numbers, which age group is the largest?

Compared to a century ago, the average woman gives birth to fewer children and waits until she is older to have them.

What is psychographic segmentation based on?

What does a positioning map demonstrate?

Why is segmentation by benefits used?

What marketing strategy does Burt's Bees skin-care products, manufactured with all natural ingredients, use?