Question 1

An individualized marketing method that utilizes customer information to build long-term,personalized,and profitable relationships with each customer is referred to as:

Accepted Answer

A)  80/20 marketing 
B)  interpersonal marketing 
C)  zoned marketing 
D)  one-to-one marketing 
E)  individual marketing

Question 2

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

Accepted Answer

A)  undifferentiated 
B)  concentrated 
C)  niche 
D)  uniform 
E)  multisegmented

Question 3

Elaine perceives Cadillac automobiles to be for older men,not for young professional women such as herself. Elaine's perception represents Cadillac's _____ in her mind.

Accepted Answer

A)  status 
B)  frame 
C)  position 
D)  role 
E)  equity

Question 4

When a firm uses a concentrated targeting strategy,it can:

Accepted Answer

A)  view the total market as receptive to its product 
B)  offer a highly specialized marketing mix 
C)  reach customers in two or more segments that might otherwise be missed 
D)  avoid the danger of putting all resources in one micromarket 
E)  concentrate on one generalized product to fit the mass market, maximizing sales volume

Question 5

The closer together two brands are on a perceptual map the:

Accepted Answer

A)  less perceptually alike they are 
B)  closer their prices are 
C)  more objectively alike they are 
D)  more likely an undifferentiated marketing strategy is in effect 
E)  more similarly perceived by consumers they are

Question 6

_____ divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics.

Accepted Answer

A)  Life-cycle segmentation 
B)  Temporal segmentation 
C)  Lifestyle segmentation 
D)  Microsegmentation 
E)  Macrosegmentation

Question 7

Turkey Hunting Equipment
Around the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird on the North American continent. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.What kind of strategy does Neil Cost use to select his target market?

Accepted Answer

A)  concentrated targeting 
B)  multisegment 
C)  mass marketing 
D)  undifferentiated 
E)  repositioned

Question 8

A series of stages determined by a combination of age,marital status,and the presence or absence of children is known as the:

Accepted Answer

A)  generation gap 
B)  family life cycle 
C)  maturation process 
D)  segmentation cycle 
E)  psychographic process

Question 9

Heavenly Ham is a ham and sandwich store that stresses in its advertisements that customers should choose them "when taste matters." Heavenly Ham uses _____ segmentation.

Accepted Answer

A)  geographic 
B)  demographics 
C)  psychographics 
D)  benefits 
E)  usage rate

Question 10

Define multisegment targeting and discuss the advantages and disadvantages of this targeting strategy.

Accepted Answer

The answer of Define multisegment targeting and discuss the advantages...

Question 11

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice.Block has great brand recognition,but consumers only care about it four months out of the year.H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round.

Accepted Answer

A)  reposition 
B)  reengineer 
C)  demarket 
D)  undifferentiate 
E)  niche

Question 12

E&V Bridal Studios,a wedding consulting business,only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies.What type of segmentation strategy does the wedding consultant use?

Accepted Answer

A)  market aggregation 
B)  undifferentiated targeting 
C)  multisegment marketing 
D)  concentrated targeting 
E)  limited demand

Question 13

When Henry Ford first made the model T,he said consumers "can have any color they want as long as it is black." This was a case of _____.

Accepted Answer

A)  repositioning 
B)  reengineering 
C)  one-to-one marketing 
D)  undifferentiated targeting 
E)  niche marketing

Question 14

Magazines like Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on _____ segmentation.

Accepted Answer

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

Question 15

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with Powerade also.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be drunk by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

Accepted Answer

A)  geodemographic 
B)  usage-rate 
C)  demographic 
D)  psychographic 
E)  benefit

Question 16

Which of the following businesses would be most likely to use family life-cycle segmentation?

Accepted Answer

A)  businesses that produce and market computer software and hardware 
B)  the snack industry 
C)  fast-food restaurants 
D)  business-to-business marketers 
E)  wedding planners, couples-only resorts, and day-care centers

Question 17

With multisegment targeting,a company could benefit from all of the following EXCEPT:

Accepted Answer

A)  greater sales volume 
B)  greater product design and management cost 
C)  higher profits 
D)  larger market share 
E)  economies of scale in manufacturing

Question 18

After selecting a market for study and choosing bases for segmenting that market,the next step is to:

Accepted Answer

A)  choose a basis or bases for segmenting the market 
B)  implement and maintain a marketing mix 
C)  design a marketing mix 
D)  profile and analyze segments 
E)  select target markets

Question 19

Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

Accepted Answer

A) True 
 B)False

Question 20

The marketing researcher for Pooch Party,a manufacturer of toys for dogs,has noticed an increased trend in pet owners dressing their dogs in clothing. The researcher thinks there is a market for designer clothing for small and medium-sized dogs,but he's not sure if the segment is substantial. In this case,substantiality means the segment:

Accepted Answer

A)  has enough special stores, magazines, and other outlets that it will be possible to direct advertisements at this group 
B)  is large enough to permit a profitable market effort toward its members 
C)  exhibits a response rate to marketing variables different from the rates of other segments 
D)  is too large and needs to be reduced to a more easily identifiable and measurable size 
E)  will be difficult to develop a product to match this group of buyers

Exam 8: Segmenting and Targeting Markets