Question 1

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."C" describes the __________ base of segmentation.

Accepted Answer

A) behavioral 
B) geographic 
C) demographic 
D) psychographic 
E) product

Question 2

Product features and usage rate are both variables used to employ __________ segmentation.

Accepted Answer

A) geographic 
B) demographic 
C) loyalty 
D) psychographic 
E) behavioral

Question 3

As Figure 9-4 above shows,there are four general categories used to segment consumer markets in the U.S. ,each having its own variables and typical breakdowns that can be used to segment them."B" describes the __________ base of segmentation.

Accepted Answer

A) behavioral 
B) demographic 
C) geographic 
D) psychographic 
E) product

Question 4

The greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

Accepted Answer

A) improved service 
B) increased number of choices 
C) higher product quality and consumer value 
D) lower retail prices because of lower marketing costs 
E) lower retail prices because of lower production costs

Question 5

The primary focus of Zappos' market segmentation strategy is to sell

Accepted Answer

A) a wide selection of shoes,clothes,accessories,and housewares to people who will buy them online. 
B) a wide selection of leather shoes and boots to retailers. 
C) all types of shoes,accessories,and clothing to department stores. 
D) Spanish novelties and accessories to organizations. 
E) shoes in its own retail stores.

Question 6

Variables that are based on some objective physical (gender,ethnicity),measurable (age,income),or other classification attribute (occupation)of prospective customers are used in which segmentation base?

Accepted Answer

A) personality 
B) usage 
C) needs 
D) demographic 
E) behavioral

Question 7

A key to effectively positioning a product or brand is discovering its perception in the minds of potential customers.To do this,companies take four steps: (1)__________; (2)discover how target customers rate competing products or brands with respect to these attributes; (3)discover where the company's product or brand is on these attributes in the minds of potential customers;and (4)reposition the company's product or brand in the minds of potential customers.

Accepted Answer

A) decide whether to keep or delete the market segment that your product offering targets 
B) identify the competitors' brands that make up the consideration set 
C) identify the important attributes for the product or brand class 
D) create a marketing plan based on customers' perceptions 
E) identify market niches that were not previously selected during the market segmentation process

Question 8

The 80/20 rule is most closely related to which basis of segmentation?

Accepted Answer

A) geographic 
B) psychographic 
C) opportunistic 
D) demographic 
E) behavioral

Question 9

A market-product grid relates the market segments to the products offered or potential marketing actions.With respect to pillows,the most effective way to segment the pillow market would be based on __________.

Accepted Answer

A) the age of the sleeper: less than 18 years of age;18 to 44 years of age;or 45 years and older 
B) the sleeper's annual income: less than $25,000;$25,000 to $49,999;or $50,000 and over 
C) the sleeper's gender: male or female 
D) whether the sleeper has sleeping problems: yes or no 
E) how the sleeper sleeps: side;back;or stomach

Question 10

Consider Figure 9-2 above.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Its market research reveals the size of each sleeper segment,as shown by both the percentages and circles.Which market-product combination should My Pillow target?

Accepted Answer

A) stomach sleeper-firm pillow 
B) back sleeper-medium pillow 
C) side sleeper-firm pillow 
D) stomach sleeper-soft pillow 
E) side sleeper-soft pillow

Question 11

The Zappos segmentation strategy is based on

Accepted Answer

A) offering the best selection of shoes and the best service to online shoppers. 
B) designing shoes for every type of occasion. 
C) dividing all their customers into two distinct segments: people shopping for low price and people shopping for style. 
D) offering the best selection of shoes through multiple channels of distribution. 
E) maintaining the simplest method of price points to make the purchase process as simple as possible for its customers.

Question 12

As Figure 9-4 above shows,there are four general categories used to segment consumer markets in the U.S. ,each having its own variables and typical breakdowns that can be used to segment them."D" describes the __________ base of segmentation.

Accepted Answer

A) behavioral 
B) demographic 
C) geographic 
D) psychographic 
E) product

Question 13

What are the criteria used to select target markets?

Accepted Answer

The answer of What are the criteria used to select...

Question 14

Which of the following is a criterion used for selecting a target segment?

Accepted Answer

A) potential for increased profit 
B) competitive position 
C) similarity of needs of potential buyers within a segment 
D) difference of needs of buyers among segments 
E) potential of a marketing action to reach a segment

Question 15

Which of the following statements regarding market segmentation is MOST ACCURATE?

Accepted Answer

A) Even if a firm finds only one potential market segment,it should take advantage of the opportunity,no matter what. 
B) Market segmentation only works for large corporations because small businesses don't have the resources to engage in the process nor implement the resulting marketing actions. 
C) Governments should not attempt market segmentation because there is no need for them to do so. 
D) If a business firm goes to the trouble and expense of segmenting its markets,it expects to increase its sales,profits,and return on investment. 
E) Market segmentation strategies work less than 25% of the time.However,for those instances that it does work,the benefits more than compensate for previous failures.

Question 16

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Accepted Answer

A) situational segmentation. 
B) socioeconomic segmentation. 
C) geographic segmentation. 
D) psychographic segmentation. 
E) behavioral segmentation.

Question 17

Market segmentation involves aggregating prospective buyers into groups that (1)will respond similarly to a marketing action and (2)

Accepted Answer

A) respond similarly to marketing messages. 
B) have similar shopping styles. 
C) will become loyal customers. 
D) will become stakeholders of the organization. 
E) have common needs.

Question 18

Nielsen PRIZM segmentation classifies every household into one of 66 demographically and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area,such as zip code.

Accepted Answer

A) financially 
B) behaviorally 
C) ethnically 
D) socially 
E) ethnographically

Question 19

Which of the following in NOT a criterion to use in forming market segments?

Accepted Answer

A) The ability to assign buyers to a segment is cost-effective and simple. 
B) The result of segmenting will cause an increase in market share or profit. 
C) There are significant similarities among buyers in the market segment. 
D) There is a potential marketing action to reach the segment. 
E) The cost to reach the segment exceeds its profitability.

Question 20

It is common to hold potluck meals during holidays or special events.Participants bring casseroles,vegetables,breads,beverages,and desserts to share.It is easy to forget to take the bowl that you brought to the dinner home with you.Reynolds responded to this problem by creating PotLux cookware,attractive and inexpensive disposable dishes for transporting food.Reynolds has recognized how to use __________ segmentation to segment its market.

Accepted Answer

A) psychographic 
B) behavioral 
C) demographic 
D) social 
E) geographic

Exam 9: Market Segmentation, Targeting, and Positioning