Question 1

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 2

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Accepted Answer

The answer of Which of the segmentation attractiveness criteria is...

Question 3

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 primarily on

Accepted Answer

A)  the value proposition. 
B)  product attributes. 
C)  symbols. 
D)  competitive comparisons. 
E)  profitability.

Question 4

For products like pencils and paper clips,marketers should probably use an undifferentiated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 5

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Accepted Answer

A)  benefit 
B)  geodemographic 
C)  psychographic 
D)  loyalty 
E)  demographic

Question 6

Overriding desires that drive how we live our lives are called

Accepted Answer

A)  self-values. 
B)  self-concept. 
C)  self-esteem. 
D)  self-confidence. 
E)  self-control.

Question 7

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets.She knows she can tailor her service and marketing message to the schedules and interests of this audience.How will Kim evaluate the attractiveness of this segment?

Accepted Answer

The answer of Kim's Kayak Tours identified active retirees living...

Question 8

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 9

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 10

For which types of products should marketers consider using an undifferentiated targeting strategy?

Accepted Answer

The answer of For which types of products should marketers...

Question 11

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)  profitability and customer buying behavior.

Question 12

Create an example of geodemographic segmentation.

Accepted Answer

The answer of Create an example of geodemographic segmentation....

Question 13

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being

Accepted Answer

A)  substantial. 
B)  perceptive. 
C)  identifiable. 
D)  reachable. 
E)  quantifiable.

Question 14

The first step in the STP process is to

Accepted Answer

A)  identify the segmentation methods to be used. 
B)  produce a list of strengths and weaknesses of the firm's past marketing strategies. 
C)  clearly articulate the firm's vision or marketing strategy objectives. 
D)  select target markets. 
E)  develop a marketing mix,so that an appropriate segment can later be identified.

Question 15

Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.

Accepted Answer

A) True 
 B)False

Question 16

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Accepted Answer

A)  responsive 
B)  perceptive 
C)  identifiable 
D)  reachable 
E)  quantifiable

Question 17

Coca-Cola launched Coke Zero to attract new customers in a segment it might not get with Diet Coke.

Accepted Answer

A) True 
 B)False

Question 18

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy 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 19

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Accepted Answer

A)  categorize each market segment by consumer demographics. 
B)  establish her overall objectives. 
C)  decide on a targeting strategy. 
D)  develop a positioning strategy. 
E)  evaluate the attractiveness of each segment.

Question 20

Gloria is opening an upscale women's clothing store in a growing suburban residential area.Gloria knows her target market is upper-income women living within 20 miles of her store.She can't afford to purchase a PRIZM or Tapestry analysis,so she will most likely use __________ as a basis for targeting her market.

Accepted Answer

A)  voter registration lists 
B)  the city phone book 
C)  real estate values by subdivision 
D)  public school enrollment data 
E)  new construction data

Exam 9: Segmentation, Targeting, and Positioning

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?

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

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 primarily on

For products like pencils and paper clips,marketers should probably use an undifferentiated targeting strategy.

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Overriding desires that drive how we live our lives are called

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets.She knows she can tailor her service and marketing message to the schedules and interests of this audience.How will Kim evaluate the attractiveness of this segment?

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

For which types of products should marketers consider using an undifferentiated targeting strategy?

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

Create an example of geodemographic segmentation.

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being

The first step in the STP process is to

Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Coca-Cola launched Coke Zero to attract new customers in a segment it might not get with Diet Coke.

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to