Question 1

After selecting a market for study,and choosing a basis for segmenting that market,the next step is to:

Accepted Answer

A)  select segmentation descriptors 
B)  implement and maintain a marketing mix 
C)  design a marketing mix 
D)  profile and analyze segments 
E)  select target markets

Question 2

United Social Service Agency wants to identify segments by their readiness to participate in a drug and alcohol program or in prenatal care.The agency will need to gauge whether there are enough people to justify setting up the service.The FIRST segmentation criterion problem that would greet this proposal is:

Accepted Answer

A)  responsiveness 
B)  identifiability and measurability 
C)  accessibility 
D)  substantiality 
E)  responsibility

Question 3

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

Accepted Answer

A)  geodemographic 
B)  organizational 
C)  demographic 
D)  socioeconomic 
E)  psychographic

Question 4

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 5

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

Accepted Answer

A)  Differentiation guides 
B)  Segmentation bases 
C)  Perceptual maps 
D)  Responsiveness quotients 
E)  Accessibility quotients

Question 6

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.What kind of strategy does Neil Cost use to select his target market?

Accepted Answer

A)  concentrated targeting 
B)  multisegment 
C)  mass marketing 
D)  undifferentiated 
E)  repositioned

Question 7

The purpose of market segmentation is to:

Accepted Answer

A)  reduce the market down to a specific size that the firm can handle 
B)  divide the market into equal size and profit regions for sales territories 
C)  group a large number of markets together enabling a company to serve them simultaneously 
D)  develop a generalized definition of the market as a whole 
E)  enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups

Question 8

Ol' Roy (the Wal-Mart store brand)dry dog food is sold at minimal cost with no promotion.Kal-Kan Foods markets Pedigree dry dog food and spends time and money to develop ads to show the relationships between dogs and their owners.The two companies' products provide the same level of nutrients to dogs.These products are not differentiated.

Accepted Answer

A) True 
 B)False

Question 9

Ayres Corp.makes airplanes.It sells about 50 planes a year to be used as crop dusters.It sells another 75 a year to delivery companies.In addition,it manufactures another dozen or so that are used for fire fighting,and it sells about six a year for military transport purposes.What type of targeting strategy is Ayers using?

Accepted Answer

A)  demand positioning 
B)  concentrated targeting 
C)  undifferentiated targeting 
D)  multisegment targeting 
E)  market differentiation

Question 10

John Sichner,editor and publisher of Beverage Digest,a trade journal for beverage producers,wrote,"In this day and age,one product can't be the answer for all consumers." In other words,Sichner was opposing the use of:

Accepted Answer

A)  repositioning 
B)  reengineering 
C)  one-to-one marketing 
D)  undifferentiated targeting 
E)  niche marketing

Question 11

Marketers use demographic information to segment markets because it is widely available and often related to consumers' purchasing and consumption behavior.List four common bases used by marketers for demographic segmentation.For each base listed,give an example of a product specifically targeted to the needs and wants of the segment identified within the base.

Accepted Answer

The answer of Marketers use demographic information to segment markets...

Question 12

Hudson's Bay Company has Canada's largest reward program-HBC Rewards.This program enables members to earn points at the Hudson's Bay family of stores,including The Bay,Zellers,Home Outfitters and hbc.com.Consumers can redeem points for over 600 rewards in the HBC Rewards catalogue,including travel,leisure and entertainment items,Air Miles reward miles or Bay and Zellers gift certificates.Which of the following provides the most likely reason why Hudson's Bay Company implemented this reward program?

Accepted Answer

A)  to make sure the 80/20 rule is not influencing its activities 
B)  to reduce problems associated with cultural diversity 
C)  to retain loyal customers 
D)  to create cognitive dissonance 
E)  to lessen the importance of customer service

Question 13

A(n)_____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs.

Accepted Answer

A)  market universe 
B)  market segment 
C)  aggregated market 
D)  segmentation base 
E)  population sample

Question 14

Reader's Digest magazine sent millions of subscribers with different medical conditions,such as high blood pressure or high cholesterol,a booklet filled with articles and prescription-drug ads,all about the very condition each person has.Reader's Digest's segmentation plan used benefit segmentation variables.

Accepted Answer

A) True 
 B)False

Question 15

The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumer perception of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping that the programming will lead to:

Accepted Answer

A)  repositioning 
B)  reengineering 
C)  demarketing 
D)  undifferentiated targeting 
E)  one-to-one marketing

Question 16

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories,has the ability to purchase these products,and is willing to exchange resources for the products.

Accepted Answer

A)  firm 
B)  buyer 
C)  market 
D)  consumer 
E)  target

Question 17

Alexa Ling,the new owner of a stationary shop,understands the need to segment her market.Available marketing research indicates there is much demand in the community for personalized gifts.Ling has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest she employ?

Accepted Answer

A)  develop an undifferentiated strategy,because it is not a large community and she could create a single marketing mix which would serve the entire community 
B)  employ a macrosegmentation strategy because the data needed for such a strategy is both easy to get and fits her needs exactly 
C)  use a single-variable strategy because it offers an inexpensive alternative that would not require much experience to employ 
D)  use a multiple-variable segmentation strategy because it is easier to use than single-variable segmentation 
E)  conduct a VALS investigation of her buying market

Question 18

Markets can be segmented using a single variable (such as gender),or by several variables in combination (such as gender,age group,and education).While multiple-variable segmentation is more descriptive and precise than single-variable segmentation,it has several disadvantages.Name three disadvantages of multiple-variable segmentation.

Accepted Answer

The answer of Markets can be segmented using a single...

Question 19

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off of sandwiches),it was using:

Accepted Answer

A)  PRIZM segmentation 
B)  geodemographic segmentation 
C)  niche marketing strategy execution 
D)  product differentiation 
E)  a target market chart

Question 20

The Grief Store sells keepsake urns,cremation urns,funeral jewelry,and books on how to cope with the grief caused by a loved one dying.Demographically,the Grief Sore is probably using _____ segmentation.

Accepted Answer

A)  benefit 
B)  lifestyle 
C)  motive 
D)  gender 
E)  family life-style

Exam 7: Segmenting and Targeting Markets

After selecting a market for study,and choosing a basis for segmenting that market,the next step is to:

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

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.

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

The purpose of market segmentation is to:

John Sichner,editor and publisher of Beverage Digest,a trade journal for beverage producers,wrote,"In this day and age,one product can't be the answer for all consumers." In other words,Sichner was opposing the use of:

A(n) _____ is a subgroup of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs.

A _____ is a group of people or organizations that has wants and needs that can be satisfied by particular product categories,has the ability to purchase these products,and is willing to exchange resources for the products.

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off of sandwiches) ,it was using:

The Grief Store sells keepsake urns,cremation urns,funeral jewelry,and books on how to cope with the grief caused by a loved one dying.Demographically,the Grief Sore is probably using _____ segmentation.