Question 1

Which of the following is a demographic segmentation variable?

Accepted Answer

A)  gender
B)  market size
C)  population shifts
D)  motivation
E)  lifestyle A

Question 2

A company that sells beef sandwiches across the country makes the sandwich with green chilies and jalapenos in the Southwestern states,but makes it with green peppers in the Northeastern states.This is an example of a(n)_______ targeting strategy.

Accepted Answer

differentiated

Question 3

Market segmentation produces relatively homogenous groups of consumers called

Accepted Answer

A)  consumer segments.
B)  market segments.
C)  consumer clusters.
D)  market sectors.
E)  consumer targets. B

Question 4

In a B2B market,_______ segmentation might be the most beneficial because it allows marketers to segment based on purchasing patterns,supplier requirements,and technological orientation.

Accepted Answer

The answer of In a B2B market,_______ segmentation might be...

Question 5

An expensive boutique hotel in your city offers valet parking,an extensive wine list,a Culinary Institute of America-trained chef and hotel rooms starting at $400 (average hotel rate in your city is $145)per night.A salesperson from a local marketing firm that offers a coupon (discount)book filled with two-for-one dinner deals from many local businesses has contacted the manager of this hotel to see if she is interested in being promoted through this coupon book.Should the manager purchase space in this book?

Accepted Answer

The answer of An expensive boutique hotel in your city...

Question 6

What type of targeting strategy works with uniform products for which the firm can develop a single marketing mix that satisfies the needs of all customers?

Accepted Answer

A)  a concentrated marketing strategy
B)  a geographic targeting strategy
C)  a niche marketing strategy
D)  a differentiated targeting strategy
E)  an undifferentiated targeting strategy

Question 7

Marketers particularly target older Americans because

Accepted Answer

A)  they tend to pay more attention to advertisements than other consumers.
B)  they tend to be more educated than other consumers.
C)  they purchase products not only for themselves,but also for their family members.
D)  they tend to have more time and money than younger consumers.
E)  there are more products available to that age group.

Question 8

In an undifferentiated targeting strategy,a firm can approach all consumers with the same product offering and marketing mix.

Accepted Answer

A) True 
 B)False

Question 9

Dividing a larger market into smaller groups based on meaningful shared characteristics is a process referred to as ______ ______.

Accepted Answer

The answer of Dividing a larger market into smaller groups...

Question 10

According to the 2010 U.S.Census,which is the only southern state that lost seats in the House of Representatives due to population shifts out of the state?

Accepted Answer

A)  Texas
B)  Louisiana
C)  Arizona
D)  Florida
E)  South Carolina

Question 11

_______ occurs when marketers evaluate each market segment and determine which segment or segments present the most attractive opportunity to maximize sales.

Accepted Answer

The answer of _______ occurs when marketers evaluate each market...

Question 12

A targeting strategy that involves pursuing a large share of a small market segment is referred to as

Accepted Answer

A)  lifestyle marketing.
B)  geographic targeting.
C)  undifferentiated targeting.
D)  differentiated targeting.
E)  niche marketing.

Question 13

What are the two most commonly used demographic variables used by marketers?

Accepted Answer

A)  age and income
B)  education and family size
C)  family size and age
D)  age and gender
E)  gender and income

Question 14

Marketers particularly target younger consumers because compared to the rest of the population,they typically have more time and money.

Accepted Answer

A) True 
 B)False

Question 15

The 2010 Census showed that the only southern state that lost seats in the House of Representatives was Louisiana.

Accepted Answer

A) True 
 B)False

Question 16

When companies divide markets using characteristics such as age,gender,income,education,and family size,they are segmenting the market by _______.

Accepted Answer

The answer of When companies divide markets using characteristics such...

Question 17

A psychographic segmentation variable that divides people into groups based on their opinion and the interests and activities they pursue is called

Accepted Answer

A)  psychological segmentation.
B)  lifestyle segmentation.
C)  socioeconomic segmentation.
D)  behavioral segmentation.
E)  social segmentation.

Question 18

When marketers segment based on psychographics,the market is divided into groups according to

Accepted Answer

A)  a consumer's income and interest in the product.
B)  family size and marital status.
C)  how convenient the product is for the consumer.
D)  the reason why the consumer made the purchase.
E)  how consumers act toward products.

Question 19

The process of dividing a larger market into smaller groups based on meaningfully shared characteristics is referred to as

Accepted Answer

A)  mass marketing.
B)  concept testing.
C)  market segmentation.
D)  positioning.
E)  market fragmentation.

Question 20

Which of the following is a behavioral segmentation variable?

Accepted Answer

A)  family size
B)  usage rate
C)  population shifts
D)  customer convenience
E)  lifestyle

Exam 7: Segmentation, Targeting, and Positioning

Which of the following is a demographic segmentation variable?

A company that sells beef sandwiches across the country makes the sandwich with green chilies and jalapenos in the Southwestern states,but makes it with green peppers in the Northeastern states.This is an example of a(n)_______ targeting strategy.

Market segmentation produces relatively homogenous groups of consumers called

In a B2B market,_______ segmentation might be the most beneficial because it allows marketers to segment based on purchasing patterns,supplier requirements,and technological orientation.

What type of targeting strategy works with uniform products for which the firm can develop a single marketing mix that satisfies the needs of all customers?

Marketers particularly target older Americans because

In an undifferentiated targeting strategy,a firm can approach all consumers with the same product offering and marketing mix.

Dividing a larger market into smaller groups based on meaningful shared characteristics is a process referred to as .

According to the 2010 U.S.Census,which is the only southern state that lost seats in the House of Representatives due to population shifts out of the state?

_______ occurs when marketers evaluate each market segment and determine which segment or segments present the most attractive opportunity to maximize sales.

A targeting strategy that involves pursuing a large share of a small market segment is referred to as

What are the two most commonly used demographic variables used by marketers?

Marketers particularly target younger consumers because compared to the rest of the population,they typically have more time and money.

The 2010 Census showed that the only southern state that lost seats in the House of Representatives was Louisiana.

When companies divide markets using characteristics such as age,gender,income,education,and family size,they are segmenting the market by _______.

A psychographic segmentation variable that divides people into groups based on their opinion and the interests and activities they pursue is called

When marketers segment based on psychographics,the market is divided into groups according to

The process of dividing a larger market into smaller groups based on meaningfully shared characteristics is referred to as

Which of the following is a behavioral segmentation variable?