Question 1

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

Accepted Answer

A)   Occasion segmentation
B)   Geographic segmentation
C)   Lifestyle segmentation
D)   Benefit segmentation
E)   Loyalty segmentation A

Question 2

__________ is an extreme form of a targeting strategy.

Accepted Answer

A)   Macromarketing
B)   Micromarketing
C)   Benefit marketing
D)   Differentiated targeting
E)   Concentrated targeting B

Question 3

Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

Accepted Answer

Students should demonstrate an overall understanding of STP,and they should reflect on the importance of leveraging resources,working with customers' needs,establishing value,and creating the kinds of competitive advantages based on building relationships with customers.

Question 4

Airlines were among the first retailers to embrace loyalty segmentation when they created:

Accepted Answer

A)   business-class seating.
B)   30-day advance pricing.
C)   fuel surcharges.
D)   in-flight movies.
E)   frequent flyer programs.

Question 5

Marketers often create a special marketing mix for loyalty segments because these segments are:

Accepted Answer

A)   too large to service with ordinary targeting.
B)   difficult to identify.
C)   costly to acquire.
D)   usually quite profitable.
E)   all of these.

Question 6

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Accepted Answer

The answer of UPS,FedEx,DHL,and the United States Postal Service are...

Question 7

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

Accepted Answer

A)   point of parity
B)   strategic target
C)   PRIZM cluster
D)   ideal point
E)   benefit centroid

Question 8

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider:

Accepted Answer

A)   ease of accessing or developing distribution channels and brand familiarity.
B)   the current size of the market and the expected growth rate.
C)   ease of pricing control and number of promotional outlets.
D)   the number of competitors,entry barriers,and product substitutes.
E)   all of these.

Question 9

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Accepted Answer

The answer of A firm must evaluate segments based on...

Question 10

Beer marketers know that high school educated,working class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.

Accepted Answer

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

Question 11

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Accepted Answer

A)   The number of children needing day care in the immediate area.
B)   The fixed costs of operating the center.
C)   The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so.
D)   The average number of school-age children in families sending a child to the day care center.
E)   The price she would charge minus the variable cost of providing service to each child.

Question 12

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Accepted Answer

The answer of Develop a lifestyle segmentation scheme for students...

Question 13

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider:

Accepted Answer

A)   the features the engineers feel are most important.
B)   the ways the sales representatives have been positioning the firm's products.
C)   the characteristics that helped his firm win a statewide award for excellence in manufacturing.
D)   what the target market would consider the most important features.
E)   the safety record of the firm and its products.

Question 14

Regina wants to position her financial services company.Regina can position her services according to:

Accepted Answer

A)   value.
B)   product attributes.
C)   symbols.
D)   competitive comparisons.
E)   all of these.

Question 15

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Accepted Answer

A)   engage in micromarketing for hard-to-fit shoe customers.
B)   obtain a bigger share of the shoe market.
C)   use mass marketing techniques.
D)   utilize geographic segmentation.
E)   generate economies of scale in advertising expenditures.

Question 16

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

A) True 
 B)False

Question 17

The STP process is made up of strategy,targeting,and promotion.

Accepted Answer

A) True 
 B)False

Question 18

In a perceptual map of two dimensions,how are these dimensions determined?

Accepted Answer

The answer of In a perceptual map of two dimensions,how...

Question 19

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on:

Accepted Answer