Question 1

Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carryout a full day's schedule. The segmentation strategy of British Airways is an example of

Accepted Answer

A) life stage segmentation. 
B) lifestyle segmentation. 
C) social class segmentation. 
D) behavioral segmentation. 
E) psychographic segmentation.

Question 2

Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it adds to the manufacturer's sales revenues and profits, serves customers' needs better, and

Accepted Answer

A) conforms to all FDA guidelines. 
B) creates economy of scale. 
C) doesn't reduce quality or increase price. 
D) decreases the cost of the physical plant. 
E) stabilizes the sales revenues and profits.

Question 3

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

Accepted Answer

A) psychographic 
B) behavioral 
C) demographic 
D) social 
E) geographic

Question 4

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

Accepted Answer

A) segmentation synergies. 
B) marketing synergies. 
C) product synergies. 
D) the 80/20 rule. 
E) frequency marketing.

Question 5

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A) estimated expenses for products sold. 
B) products offered or potential marketing actions by an organization. 
C) total anticipated revenue. 
D) total anticipated profit. 
E) market share of the closest competitor.

Question 6

Variables that are based on some objective physical (gender, ethnicity), measurable (age, income), or other classification attribute (occupation) of prospective customers are used in which segmentation base?

Accepted Answer

A) personality 
B) usage 
C) needs 
D) demographic 
E) behavioral

Question 7

What are the three types of data needed from consumers to develop a perceptual map?

Accepted Answer

The answer of What are the three types of data...

Question 8

Explain the difference between marketing synergies and product synergies.

Accepted Answer

The answer of Explain the difference between marketing synergies and...

Question 9

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Accepted Answer

A) segment 
B) differentiate 
C) explain 
D) promote 
E) reposition

Question 10

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Accepted Answer

A) self-regulatory industry standards 
B) government regulations 
C) top-level management 
D) buyers' or market needs 
E) controllable environmental factors

Question 11

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A) estimated expenses for products sold. 
B) products offered or potential marketing actions by an organization. 
C) total anticipated revenue. 
D) total anticipated profit. 
E) market share of the closest competitor.

Question 12

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A) order customization. 
B) a one product, one market segment strategy. 
C) synergistic marketing. 
D) build-to-order. 
E) specialty customization.

Question 13

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Accepted Answer

A) the extra cost of developing and producing additional versions of the product. 
B) creating a customer service gap. 
C) indirect distribution and logistics problems. 
D) restructuring the firm's strategic planning. 
E) amortization costs of product enhancements.

Question 14

Which of the following is a criterion used in forming market segments?

Accepted Answer

A) similarity of segments to competitors' segments 
B) differences between potential suppliers or distributors 
C) differences of needs of buyers within a segment 
D) market size of the segment 
E) simplicity and cost-effectiveness of assigning potential buyers to segments

Question 15

All of the following are psychographic segmentation variables except

Accepted Answer

A) lifestyle. 
B) needs. 
C) birth era. 
D) PRIZM. 
E) personality.

Question 16

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

Accepted Answer

A) eliminate potential nonbuyers 
B) identify segmentation variables 
C) select the market segment(s) to target 
D) redirect their purchase behaviors 
E) ignore any and all similarities

Question 17

The market segmentation strategy known as frequency marketing focuses on

Accepted Answer

A) trial. 
B) the average number of times a person in the target audience is exposed to an advertisement. 
C) consumption preferences. 
D) turnover. 
E) usage rate.

Question 18

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

Accepted Answer

A) psychographic segmentation 
B) retail outlet segmentation 
C) demographic segmentation 
D) behavioral segmentation 
E) geographic segmentation

Question 19

The third step in segmenting and targeting markets that links customer needs to marketing actions is to

Accepted Answer

A) group potential buyers into segments. 
B) group products to be sold into categories. 
C) select target markets. 
D) develop a market-product grid and estimate size of markets. 
E) take marketing actions to reach target markets.

Question 20

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called

Accepted Answer

A) product differentiation. 
B) product innovation. 
C) market delineation. 
D) market segmentation. 
E) product groupings.

Exam 9: Market Segmentation Targeting and Positioning

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

A market-product grid is a framework to relate the market segments of potential buyers to

Variables that are based on some objective physical (gender, ethnicity) , measurable (age, income) , or other classification attribute (occupation) of prospective customers are used in which segmentation base?

What are the three types of data needed from consumers to develop a perceptual map?

Explain the difference between marketing synergies and product synergies.

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

A market-product grid is a framework to relate the market segments of potential buyers to

Manufacturing a product only when there is an order from a customer is referred to as

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Which of the following is a criterion used in forming market segments?

All of the following are psychographic segmentation variables except

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

The market segmentation strategy known as frequency marketing focuses on

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

The third step in segmenting and targeting markets that links customer needs to marketing actions is to

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called