Question 1

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 2

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

Accepted Answer

The answer of What is benefit segmentation? For toothpaste,list six...

Question 3

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

Accepted Answer

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

Question 4

_____ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

Accepted Answer

A)  Perceptual mapping 
B)  Positioning 
C)  Micromarketing 
D)  Market sampling 
E)  Market segmentation

Question 5

The marketing researcher for Bubastis Cat Treats has noticed a growing number of cat owners purchasing organic treats for their pets.The researcher thinks there is a market for organic cat treats,but she'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

Question 6

Explain what is meant by positioning.Describe the bases marketers use to position products and services.

Accepted Answer

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Question 7

A research firm has conducted marketing research on the market for metal roofing for homes.The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighborhoods,and most subscribe to lifestyle magazines.If you were interpreting these results,you might suggest that the research firm:

Accepted Answer

A)  conduct additional research because it has no idea about the measurability of its segments. 
B)  examine the research report again to see if it can determine segment accessibility. 
C)  conduct a follow-up analysis to determine if the segments it might choose would respond differently than other segments to its marketing strategy. 
D)  not segment the concrete siding market because the only market for siding is contractors who build the homes. 
E)  segment the concrete siding market based on the information provided and concentrate its efforts on suburban homeowners between ages 25 and 54 years who read lifestyle magazines.

Question 8

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?

Accepted Answer

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Question 9

List,in correct order,the steps in segmenting a market.

Accepted Answer

The answer of List,in correct order,the steps in segmenting a...

Question 10

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Accepted Answer

The answer of What is geographic segmentation? Name four reasons...

Question 11

Military Spouses is the only publication in the world that targets readers who are "married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n):

Accepted Answer

A)  market base. 
B)  selector base. 
C)  identifier. 
D)  segmentation base. 
E)  discriminator base.

Question 12

Almost all cell phones sold in the United States are black or gray.Almost all cell phones sold in Europe are colorful,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

Accepted Answer

A)  geographic 
B)  economic 
C)  demographic 
D)  benefit 
E)  multipositioning

Question 13

Market segmentation can assist marketers to do all of the following EXCEPT:

Accepted Answer

A)  develop more precise definitions of customer needs and wants 
B)  identify which variable base should be used for segmenting 
C)  more accurately define marketing objectives 
D)  improve resource allocation 
E)  evaluate performance

Question 14

Karry-Lite,the manufacturer of light-weight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  benefit 
C)  functional 
D)  usage-rate 
E)  feature-based

Question 15

U.S.paint manufacturers traditionally use different formulas for developing paint to be used in the humid Southeast,the frigid Midwest,and the hot and dry Southwest.This is an example of how demographic segmentation is used.

Accepted Answer

A) True 
 B)False

Question 16

Kraft Foods plans to tailor different ads for different neighborhoods in the same region.For example,viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood.Kraft's strategy best exemplifies _____ segmentation.

Accepted Answer

A)  sociocultural 
B)  lifestyle 
C)  cluster benefit 
D)  geodemographic 
E)  systematic geographic

Question 17

General Mills offers a deal where its cereal users can collect box tops and submit them to General Mills to earn money for their children's schools.This program,called the Box Tops for Education Program,is a means of changing light users into heavier users.In other words,it is a form of _____ segmentation.

Accepted Answer

A)  lifestyle 
B)  motive 
C)  usage-rate 
D)  demographic 
E)  personality

Question 18

A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT:

Accepted Answer

A)  substantiality 
B)  accessibility 
C)  identifiability and measurability 
D)  complexity 
E)  responsiveness

Question 19

Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient.This is an example of:

Accepted Answer

A)  demarketing 
B)  cannibalization 
C)  undifferentiation 
D)  repositioning 
E)  perceptual confusion

Question 20

To be useful,a segmentation scheme must produce segments that meet four basic criteria.The criteria are:

Accepted Answer

A)  segmentability, targetability, reliability and validity, and homogeneity 
B)  tangibility, inseparability, nonperishability, and uniqueness 
C)  substantiality, identifiability and measurability, accessibility, and responsiveness 
D)  reliability, flexibility, tangibility, and unbiased 
E)  complexity, compatability, relative advantage, trialability, and observability

Exam 15: Segmenting and Targeting Markets