Question 1

Which of the following is an example of a multiple products, multiple market segments strategy?

Accepted Answer

A)   College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States.
B)   A new movie used several different movie trailers. One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C)   Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D)   Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens.
E)   Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) None of the above
G) A) and D)

Question 2

In its early years, Apple was often called "Camp Runamok" because

Accepted Answer

A)   every employee was encouraged to do his or her own thing.
B)   it was concentrating on laptops while everyone else was concentrating on personal computers.
C)   all the employees were so young, so they often played more than they worked.
D)   there were no coherent product lines targeted at identifiable market segments.
E)   its personal computers were running amok with viruses, spyware, and other problems.F) A) and E)
G) A) and D)

Question 3

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50. Or you can buy a Hallmark card from its new $0.99 line of greeting cards, made with lesser-quality materials but just as sentimental, sold at Barnes & Noble bookstores. This is an example of

Accepted Answer

A)   mass customization.
B)   organizational synergy.
C)   one product and multiple market segments.
D)   price discrimination.
E)   a Tiffany/Walmart strategy.F) A) and E)
G) A) and D)

Question 4

Which of the following statements best illustrates geographic segmentation?

Accepted Answer

A)   GE builds a downsized microwave oven to hang under kitchen cabinets.
B)   Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
C)   In China, KFC sells a spicier chicken at restaurants farther from the coastal areas.
D)   A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays.
E)   A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.F) A) and B)
G) B) and D)

Question 5

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings such as the pet food aisle or the soft drink aisle. Why would Safeway display and sell product groupings in this manner?

Accepted Answer

A)   The groupings increase the number of market-product combinations on the market-product grid, which makes it a more manageable framework for subsequent analysis.
B)   This form of product groupings makes it easier for customers to get in and out of the store more quickly, creating time utility.
C)   The products are grouped so people can relate to them in a more meaningful way when they shop.
D)   Product groupings can be generated quantitatively to show which adhere to the 80/20 rule.
E)   Suppliers get preferential treatment based upon the number of different UPCs they provide.F) B) and D)
G) B) and C)

Question 6

Which of the following is an example of a multiple products, multiple market segments strategy?

Accepted Answer

A)   College Football magazine selects different covers for essentially the same written content in order to appeal to different geographic markets in the United States.
B)   A new movie used several different movie trailers. One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C)   Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of cargo.
D)   Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and cat litter boxes.
E)   Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) A) and E)
G) A) and D)

Question 7

Tailoring products or services to the tastes of individual customers on a high-volume scale is

Accepted Answer

A)   family branding.
B)   mass customization.
C)   product differentiation.
D)   economies of scale marketing.
E)   build-to-order.F) A) and B)
G) B) and C)

Question 8

Many companies have cut travel budgets so that fewer businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent flyers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule. The segmentation strategy of British Airways is an example of

Accepted Answer

A)   life stage segmentation.
B)   geographic segmentation.
C)   social class segmentation.
D)   behavioral segmentation.
E)   psychographic segmentation.F) B) and E)
G) All of the above

Question 9

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is a

Accepted Answer

A)   needs table.
B)   cross-tabulation.
C)   market-product grid.
D)   growth-share matrix.
E)   product differentiation table.F) C) and E)
G) A) and B)

Question 10

Which of the following is not a reason to segment a market?

Accepted Answer

A)   The ability to assign buyers to a segment is simple and cost-effective.
B)   It would cause an increase in market share or profit.
C)   All the buyers in the entire market have similar wants and needs.
D)   There is a potential marketing action to reach it.
E)   There are different wants and needs of buyers in the entire market.F) A) and B)
G) None of the above

Question 11

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as

Accepted Answer

A)   market penetration.
B)   points of difference.
C)   market differentiation.
D)   product positioning.
E)   product differentiation.F) B) and E)
G) A) and D)

Question 12

Segmentation based on where prospective customers live or work is referred to as

Accepted Answer

A)   zip code segmentation.
B)   geographic segmentation.
C)   trade area segmentation.
D)   district segmentation.
E)   NAICS code segmentation.F) D) and E)
G) None of the above

Question 13

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Accepted Answer

A)   how to implement the 80-20 rule.
B)   which products to group into meaningful categories.
C)   how to implement a harvesting strategy.
D)   which product groupings to offer.
E)   which products to reposition.F) A) and E)
G) All of the above

Question 14

Procter & Gamble (P&G)  decided to skip a generation of consumers when it began to market Old Spice deodorant. The target market consists of men aged 18 to 34 years old (Generation Y)  who don't remember the Old Spice brand sold to their grandfathers many years ago. P&G is using which type of segmentation variable?

Accepted Answer

A)   behavioral
B)   demographic
C)   lifestyle
D)   geographic
E)   psychographicF) C) and D)
G) A) and E)

Question 15

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Accepted Answer

A)   perceptual
B)   head-to-head
C)   psychological
D)   differentiation
E)   marketF) B) and E)
G) B) and D)

Question 16

The best segmentation approach for business firms is the one that

Accepted Answer

A)   makes it easiest to reach the segment.
B)   maximizes the opportunity for future profit and ROI.
C)   that differs from the most common approach within the industry.
D)   creates awareness among potential buyers within a segment.
E)   is simplest and least costly in assigning potential buyers to segments.F) B) and C)
G) D) and E)

Question 17

Which of the following is a basis used to segment U.S. organizational markets?

Accepted Answer

A)   behavioral
B)   psychographic
C)   income
D)   prospects
E)   educationF) A) and D)
G) A) and E)

Question 18

About 3 percent of the population has some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these allergies as a separate segment. To implement this segmentation strategy, restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment. This multiple product, multiple markets segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

Accepted Answer

A)   different needs of buyers among different segments
B)   similarity of needs of potential buyers within a segment
C)   simplicity and cost-effectiveness of assigning potential buyers to segments
D)   potential for increased profit and ROI
E)   potential of a marketing action to reach a segmentF) A) and E)
G) A) and B)

Question 19

Describe the four general bases that are used to segment consumer markets.

Accepted Answer

The four general bases of segmentation a...

Question 20

Which of the following is a consumer market demographic segmentation variable?

Accepted Answer

A)   personality
B)   age
C)   usage rate
D)   needs
E)   regionF) A) and E)
G) B) and E)

Exam 9: Market Segmentation, Targeting, and Positioning

Correct Answer
verified

Which of the following is an example of a multiple products, multiple market segments strategy?

Correct Answer
verified

Segmentation based on where prospective customers live or work is referred to as

Correct Answer
verified

Which of the following is a consumer market demographic segmentation variable?

Correct Answer
verified

The best segmentation approach for business firms is the one that

Correct Answer
verified

Tailoring products or services to the tastes of individual customers on a high-volume scale is

Correct Answer
verified

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Correct Answer
verified

Which of the following is an example of a multiple products, multiple market segments strategy?

Correct Answer
verified

Correct Answer
verified

Which of the following statements best illustrates geographic segmentation?

Correct Answer
verified

Which of the following is not a reason to segment a market?

Correct Answer
verified

Describe the four general bases that are used to segment consumer markets.

Correct Answer
verified
The four general bases of segmentation a...
View Answer

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50. Or you can buy a Hallmark card from its new $0.99 line of greeting cards, made with lesser-quality materials but just as sentimental, sold at Barnes & Noble bookstores. This is an example of

Correct Answer
verified

Which of the following is a basis used to segment U.S. organizational markets?

Correct Answer
verified

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings such as the pet food aisle or the soft drink aisle. Why would Safeway display and sell product groupings in this manner?

Correct Answer
verified

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Correct Answer
verified

In its early years, Apple was often called "Camp Runamok" because

Correct Answer
verified

Correct Answer
verified

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is a

Correct Answer
verified

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

Correct AnswerverifiedShow Answer

Which of the following is an example of a multiple products, multiple market segments strategy?

Correct AnswerverifiedShow Answer

Segmentation based on where prospective customers live or work is referred to as

Correct AnswerverifiedShow Answer

Which of the following is a consumer market demographic segmentation variable?

Correct AnswerverifiedShow Answer

The best segmentation approach for business firms is the one that

Correct AnswerverifiedShow Answer

Tailoring products or services to the tastes of individual customers on a high-volume scale is

Correct AnswerverifiedShow Answer

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Correct AnswerverifiedShow Answer

Which of the following is an example of a multiple products, multiple market segments strategy?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements best illustrates geographic segmentation?

Correct AnswerverifiedShow Answer

Which of the following is not a reason to segment a market?

Correct AnswerverifiedShow Answer

Describe the four general bases that are used to segment consumer markets.

Correct AnswerverifiedThe four general bases of segmentation a...View AnswerShow Answer

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50. Or you can buy a Hallmark card from its new $0.99 line of greeting cards, made with lesser-quality materials but just as sentimental, sold at Barnes & Noble bookstores. This is an example of

Correct AnswerverifiedShow Answer

Which of the following is a basis used to segment U.S. organizational markets?

Correct AnswerverifiedShow Answer

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings such as the pet food aisle or the soft drink aisle. Why would Safeway display and sell product groupings in this manner?

Correct AnswerverifiedShow Answer

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Correct AnswerverifiedShow Answer

In its early years, Apple was often called "Camp Runamok" because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is a

Correct AnswerverifiedShow Answer

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
The four general bases of segmentation a...
View Answer

Correct Answer
verified

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