Question 1

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.
-Refer to Clearing Skies.What is the book positioned on the basis of?

Accepted Answer

A)  product class 
B)  family-life cycle 
C)  use or application 
D)  product user

Question 2

Products such as bleaches,aspirin,unleaded regular gasoline,and some soaps are distinguished by minor differences,such as brand names,packaging,colour,smell,or "secret" additives.With these products,marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands.What are these marketers using?

Accepted Answer

A)  product differentiation 
B)  cannibalization 
C)  perceptual mapping 
D)  psychographic targeting

Question 3

Segmentation by customer relationship occurs when business marketers segment their markets by income,occupation,and educational variables.

Accepted Answer

A) True 
 B)False

Question 4

Reality-based television shows are targeted to people who like to believe that they could become a part of such a show and find their way to fame and fortune.This is an example of psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 5

What are the four criteria that are necessary to define a market?

Accepted Answer

The answer of What are the four criteria that are...

Question 6

You are the president of a new,capital-rich firm and you must decide on your firm's targeting approach.Three large subgroups exist in your market that have never had their unique needs served.If you don't act now,others will seize the opportunity.What should you use?

Accepted Answer

A)  a concentrated or niche targeting strategy 
B)  a multisegment strategy 
C)  a single product with a concentrated strategy 
D)  an undifferentiated strategy

Question 7

What environmental forces influence one-to-one marketing? Briefly explain the impact of each of these forces on one-to-one marketing.

Accepted Answer

The answer of What environmental forces influence one-to-one marketing? Briefly...

Question 8

For many years,if car owners wanted to make sure that they would not be stranded if their car were to break down,they became members of the Canadian Automobile Association (CAA).Its members also received discounts at CAA-affiliated motels as well as access to maps and a trip planning service.Recently,a new company offering the same services as CAA has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warning.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (ones that utilize energy efficient practices).
-Refer to Better World Travellers Club.BWTC's appeal to those who want to help preserve the environment indicates that the company was using which type of base?

Accepted Answer

A)  socioeconomic 
B)  benefit segmentation 
C)  geodemographic 
D)  demographic

Question 9

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve you would need to take six aspirin or Tylenol and four Advil.What position base are these promotions using?

Accepted Answer

A)  product class 
B)  competitor 
C)  product merits 
D)  product user

Question 10

An 18-year-old student might be a "party animal" living in a dorm.Another 18-year-old student might be a husband with a small child and a full-time job.If you were in charge of a marketing program aimed at these men,what segmentation technique would be the easiest to employ that might help you to distinguish between them?

Accepted Answer

A)  age cohort analysis 
B)  gender 
C)  benefit 
D)  concentration

Question 11

Market researchers estimate thousands of Canadians have high blood pressure and do not know it because they do not have annual medical exams.A pharmaceutical company that has developed a medicine to reduce blood pressure should not count on this group to be a good target market because the group lacks which of the following?

Accepted Answer

A)  substantiality,identifiability,and measurability 
B)  both accessibility and substantiality 
C)  both reliability and responsiveness 
D)  both accessibility and responsiveness

Question 12

Abercrombie & Fitch opens a new store 20 km away from your house.You really like their clothes so you're happy to drive 20 km to shop there.Then another new Abercrombie & Fitch opens up right by your house so you don't have to drive as far to shop there.The A&F that was 20 km away has essentially lost a repeat customer-you-and likely others in your neighbourhood.What is the first A&F store likely experiencing?

Accepted Answer

A)  inadequate demand 
B)  demarketing 
C)  loss of synergy 
D)  cannibalization

Question 13

Hotels that cater to frequent business travellers are using what type of segmentation?

Accepted Answer

A)  psychographic 
B)  benefit 
C)  geographic 
D)  usage rate

Question 14

A mobile home manufacturer has decided to add concession food trailers to its product line.If all the current competitors in that market use a Differentiated product market strategy,which strategy would make the LEAST sense for the manufacturer to implement?

Accepted Answer

A)  multisegment targeting strategy 
B)  concentrated targeting strategy 
C)  undifferentiated targeting strategy 
D)  product Differentiation strategy

Question 15

An HGTV television show called Designing for the Sexes obviously relies on psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 16

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.This is an example of the use of demographic segmentation variables.

Accepted Answer

A) True 
 B)False

Question 17

One reason marketers use market segmentation as a tool is that,once completed,the process need not be repeated.

Accepted Answer

A) True 
 B)False

Question 18

Terri LaVoile operates a plumbing and electrical supply store.He has categorized its business customers by their purchasing strategy.LaVoile has found it much easier to serve and satisfy one group who usually recontact familiar suppliers and place an order immediately if product and delivery requirements are acceptable.What is this group?

Accepted Answer

A)  adaptors 
B)  adopters 
C)  satisficers 
D)  innovators

Question 19

Which of the following is one of the four criteria identified in the text for successful market segmentation?

Accepted Answer

A)  substantiality 
B)  unmeasurability 
C)  accountability 
D)  inaccessibility

Question 20

The public transportation system in a major city conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never used mass transit, (2)people who used mass transit in the past but not now, (3)people who used mass transit occasionally,and (4)people who used mass transit regularly.These groups have significantly different perceptions about transportation alternatives.What type of segmentation is this?

Accepted Answer

A)  benefit 
B)  demographic 
C)  usage-rate 
D)  economic

Exam 6: Segmenting and Targeting Markets

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers. -Refer to Clearing Skies.What is the book positioned on the basis of?

Segmentation by customer relationship occurs when business marketers segment their markets by income,occupation,and educational variables.

Reality-based television shows are targeted to people who like to believe that they could become a part of such a show and find their way to fame and fortune.This is an example of psychographic segmentation.

What are the four criteria that are necessary to define a market?

You are the president of a new,capital-rich firm and you must decide on your firm's targeting approach.Three large subgroups exist in your market that have never had their unique needs served.If you don't act now,others will seize the opportunity.What should you use?

What environmental forces influence one-to-one marketing? Briefly explain the impact of each of these forces on one-to-one marketing.

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve you would need to take six aspirin or Tylenol and four Advil.What position base are these promotions using?

Hotels that cater to frequent business travellers are using what type of segmentation?

A mobile home manufacturer has decided to add concession food trailers to its product line.If all the current competitors in that market use a Differentiated product market strategy,which strategy would make the LEAST sense for the manufacturer to implement?

An HGTV television show called Designing for the Sexes obviously relies on psychographic segmentation.

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.This is an example of the use of demographic segmentation variables.

One reason marketers use market segmentation as a tool is that,once completed,the process need not be repeated.

Which of the following is one of the four criteria identified in the text for successful market segmentation?