Question 1

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 2

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Accepted Answer

A)  substance 
B)  responsiveness 
C)  identification 
D)  reach 
E)  profitability

Question 3

Giant Food Stores in suburban Washington,DC,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Accepted Answer

A) True 
 B)False

Question 4

Regina wants to position her financial services company.Regina can position her services according to all of the following except

Accepted Answer

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

Question 5

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Accepted Answer

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

Question 6

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Accepted Answer

The answer of Choose a fast-food restaurant chain that does...

Question 7

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Accepted Answer

A)  mass customization consumers 
B)  geographic segments 
C)  market segments 
D)  self-concept customers 
E)  geodemographic segments

Question 8

Automobile manufacturers could build cars specially designed for very tall people (for example,over seven feet),but it is likely that this segment is not substantial.

Accepted Answer

A) True 
 B)False

Question 9

Demographic segmentation is segmentation based on all of the following except

Accepted Answer

A)  age. 
B)  gender. 
C)  education. 
D)  income. 
E)  lifestyle.

Question 10

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a(n)__________ targeting strategy.

Accepted Answer

A)  macromarketing 
B)  micromarketing 
C)  benefit-based 
D)  differentiated 
E)  undifferentiated

Question 11

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 12

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Accepted Answer

A)  concentrated segmentation. 
B)  geodemographic segmentation. 
C)  benefit segmentation. 
D)  psychographic segmentation. 
E)  misguided geographic segmentation.

Question 13

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Accepted Answer

A)  demographic; psychographic 
B)  geographic; geodemographic 
C)  psychographic; demographic 
D)  demographic; behavioral 
E)  demographic; benefit

Question 14

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over 20 years.Donald is __________ his business relative to his competition.

Accepted Answer

A)  segmenting 
B)  packaging 
C)  positioning 
D)  pricing 
E)  targeting

Question 15

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

Accepted Answer

A)  providing classes at convenient times and offering online courses. 
B)  discount pricing for students taking more than twelve credit hours. 
C)  the higher average salaries earned by college graduates. 
D)  the great variety of classes offered. 
E)  the number of Nobel Prize winners on the faculty.

Question 16

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Accepted Answer

A)  decrease advertising spending. 
B)  focus on a single market segment. 
C)  lower overall risk. 
D)  use undifferentiated strategies in micro markets. 
E)  more widely market basic commodities.

Question 17

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Accepted Answer

The answer of Identify two methods used in segmenting markets...

Question 18

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market

Accepted Answer

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

Question 19

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 20

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.What type of segmentation method was used to segment this market?

Accepted Answer

A)  psychographics 
B)  demographics 
C)  geographics 
D)  geodemographics 
E)  behavior

Exam 9: Segmentation, Targeting, and Positioning

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

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Giant Food Stores in suburban Washington,DC,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Regina wants to position her financial services company.Regina can position her services according to all of the following except

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Automobile manufacturers could build cars specially designed for very tall people (for example,over seven feet),but it is likely that this segment is not substantial.

Demographic segmentation is segmentation based on all of the following except

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a(n) __________ 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.

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over 20 years.Donald is __________ his business relative to his competition.

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market

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