Question 1

The ad for Pepperidge Farm products reads,"Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation".It would seem that the manufacturer of these products is using:

Accepted Answer

A) demographic segmentation. 
B) behavioristic segmentation. 
C) temporal segmentation. 
D) psychographic positioning. 
E) lifestyle segmentation.

Question 2

Maiden form Brands is a global intimate apparel company that designs,sources and markets intimate apparel products such as bras,panties and "shape wear" under the Maiden form,Flexes and Lilyette brand names.Maiden form is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers,distributors,dealers and competitors have and have had for a long time for the Maiden form,Flexes and Lilyette brands.In other words,Maiden form and its major brands have strong:

Accepted Answer

A) brand acceptance. 
B) market value. 
C) brand commitment. 
D) brand equity. 
E) market utility.

Question 3

What is marcom? What are the tools used in marketing communications?

Accepted Answer

The answer of What is marcom? What are the tools...

Question 4

Which of the following is the most likely potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE)to make Halloween costumes based on characters seen in WWE matches?

Accepted Answer

A) People who enjoy Olympic wrestling. 
B) Pre-teen males who wish to emulate one of the WWE wrestlers. 
C) People who believe the WWE promotes violence. 
D) Children of parents who are sports enthusiasts. 
E) Anyone who has attended a WWE match.

Question 5

For which of the following products is its manufacturer most likely to use intensive distribution?

Accepted Answer

A) Waterford crystal 
B) Harry Potter series 
C) Chewing gum 
D) Refrigerators 
E) Pepperidge Farm cherry turnovers

Question 6

Several new editions of the Bible have recently been published.One is called Refuel: The Complete New Testament for Guys.Revolve: The Complete New Testament is targeted to 17-year old girls.The Sports Devotional Bible is targeted to Christian sports fans.What type of segmentation strategies are Bible publishers using?

Accepted Answer

A) Psychodemographic 
B) Behavioristic 
C) Geodemographic 
D) Demo-clustering 
E) Psychographic and demographic

Question 7

Seagrams of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products.In this example,Seagrams is using:

Accepted Answer

A) penetration strategy. 
B) diversification strategy. 
C) divestiture strategy. 
D) a push strategy. 
E) a pull strategy.

Question 8

When compared to consumer markets,business markets:

Accepted Answer

A) contain many more buyers. 
B) have more systematic purchasing procedures. 
C) can be segmented using psychological variables. 
D) have more dispersed markets. 
E) cannot be segmented by end users.

Question 9

Hard apple cider is making a comeback.Cider consumption should hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider's drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable would you recommend Woodchuck draft cider use to define its market?

Accepted Answer

A) Usage rate 
B) Geographic 
C) Demographic 
D) Psychographic 
E) Purchase occasion

Question 10

Which of the following statements about the target marketing process is true?

Accepted Answer

A) The target marketing process will determine the content,look and feel of a company's advertising. 
B) The first step in the target marketing process is to develop primary demand in a target market. 
C) To perform the target marketing process correctly,an advertiser must select one and only one target market. 
D) From the view of a marketer,the target marketing process begins with the setting of the advertising budget. 
E) The first step in target marketing is to assess the viability of the markets identified by the market segmentation process.

Question 11

Brand equity is the totality of what consumers,distributors,deals and competitors feel and think about a brand over an extended period of time.

Accepted Answer

A) True 
 B)False

Question 12

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores and department stores.What kind of distribution is used for DVD players?

Accepted Answer

A) Exclusive 
B) Pioneering 
C) Selective 
D) Intensive 
E) Direct

Question 13

The _____ for Huggies disposable washcloths with extra gentle baby wash built right in is first-time parents who have a good supply of discretionary income and who value their time more highly than they value their environment.

Accepted Answer

A) product utility 
B) customer group 
C) target market 
D) market aggregate 
E) marketing mix

Question 14

The first step in market aggregation is to determine the primary demand trend within the targeted market.

Accepted Answer

A) True 
 B)False

Question 15

The sale of traditional brands of chocolate candy bars is declining.The manufacturers of candy have noticed that the demand for energy-boosters is up.As a result,they have introduced a new type of candy bar called "buzz bars." The new candy bars have 60 milligrams of caffeine,plus taurine and B vitamins.The candy industry had to create _____ for buzz bars.

Accepted Answer

A) primary demand 
B) par value 
C) secondary demand 
D) utilitarian worth 
E) market value

Question 16

The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded and packaged.

Accepted Answer

A) utility 
B) communication 
C) distribution 
D) product 
E) customer

Question 17

The difference between McCormick's brand of spices and Penzey's brand of spices is: Penzey's brand differentiates itself by providing cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes.This is an example of a:

Accepted Answer

A) perceptible difference. 
B) differentiation cue. 
C) imperceptible difference. 
D) sensory cue. 
E) perceptual filter.

Question 18

Gary Silva,senior vice president of sales,U.S.Auto Parts Group at Genuine Parts,says NAPA doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers",he explained.From this information,you know that NAPA targets both _____ markets.

Accepted Answer

A) domestic and international 
B) internal and external 
C) demographic and psychographic 
D) business and consumer 
E) non-controllable and controllable

Question 19

List the four variables used in behavioristic segmentation.

Accepted Answer

The answer of List the four variables used in behavioristic...

Question 20

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from this area of the state.The message in this headline indicates the city is using _____ to attract tourists.

Accepted Answer

A) psychographic positioning 
B) benefit segmentation 
C) demographic segmentation 
D) geodemographic segmentation 
E) volume segmentation

Exam 4: Segmentation,Targeting,and the Marketing Mix