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-Assume that the perceptual map in Figure 8-A is an accurate representation for adult consumers. A heavy consumer of mineral water is likely to think that mineral water is A) more nutritious than tea. B) more nutritious and a more adult-oriented beverage than milk shakes. C) a more adult-oriented beverage than nutritionally designed diet drinks. D) less nutritious and a more adult-oriented beverage than fruit-flavored drinks. E) a more adult-oriented beverage than sports drinks. -Assume that the perceptual map in Figure 8-A is an accurate representation for adult consumers. A heavy consumer of mineral water is likely to think that mineral water is


A) more nutritious than tea.
B) more nutritious and a more adult-oriented beverage than milk shakes.
C) a more adult-oriented beverage than nutritionally designed diet drinks.
D) less nutritious and a more adult-oriented beverage than fruit-flavored drinks.
E) a more adult-oriented beverage than sports drinks.

F) D) and E)
G) B) and C)

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-According to the Apple market-product grid above, Apple would most likely get the LEAST market synergies from A) teachers and college staff. B) individuals and small home office users. C) medium/large businesses and college faculty. D) students, teachers, and college faculty. E) creative professionals. -According to the Apple market-product grid above, Apple would most likely get the LEAST market synergies from


A) teachers and college staff.
B) individuals and small home office users.
C) medium/large businesses and college faculty.
D) students, teachers, and college faculty.
E) creative professionals.

F) A) and B)
G) C) and E)

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Five general criteria are often used to select target segments. They include: (1) the size of the market; (2) expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of reaching the segment; and __________.


A) compatibility with the organization's objectives and resources
B) potential of a marketing action to reach a segment
C) similarity of needs of potential buyers within a segment
D) difference of needs of buyers among segments
E) potential for increased profit

F) A) and B)
G) A) and C)

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Tony Hsieh, CEO of Zappos, offers one month's salary to anyone who


A) identifies a completely new market segment with a product to match it.
B) finds a way of improving service to online customers.
C) takes the customer loyalty training class and decides to quit anyway.
D) finds a shoe-related product that Zappos does not already carry.
E) creates a humorous theme for one of the monthly company meetings.

F) A) and C)
G) B) and E)

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-Figure 8-A above is a depiction of a __________ for beverages in the minds of adults. A) hierarchy of needs B) perceptual map C) marketing matrix D) growth-share matrix E) perception matrix -Figure 8-A above is a depiction of a __________ for beverages in the minds of adults.


A) hierarchy of needs
B) perceptual map
C) marketing matrix
D) growth-share matrix
E) perception matrix

F) B) and D)
G) A) and C)

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The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.


A) aggregation
B) organizational synergy
C) segmentation
D) amalgamation
E) valuation

F) A) and C)
G) B) and E)

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Market segments refer to


A) the relatively heterogeneous groups of prospective buyers that result from the market segmentation process.
B) all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future.
C) the smallest number of buyers that have similar needs but do not react similarly in a buying situation.
D) the relatively homogenous groups of prospective buyers that result from the market segmentation process.
E) all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

F) A) and C)
G) A) and E)

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In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.


A) psychological
B) perceptual
C) differentiation
D) head-to-head
E) market

F) B) and C)
G) B) and D)

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


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) C) and E)
G) A) and B)

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Alamo, a car rental firm, targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year. Alamo likely segments its market by


A) usage rate.
B) benefits offered.
C) demographics.
D) geography.
E) lifestyle

F) None of the above
G) B) and D)

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Which of these is collected from consumers to develop a product's perceptual map?


A) consumer judgments about the important attributes for a product or brand class
B) a listing of all prospective brands and products
C) managerial judgments about how consumers perceive products
D) rank order of the ratings of an existing brand's preference relative to its competitors
E) detailed explanations of why consumers make the choices they do

F) C) and D)
G) B) and C)

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

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The four general bases of segmentation a...

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-To the owner of a Wendy's fast-food restaurant, the information in Figure 8-4 above suggests A) new menu items or promotional strategies may be needed to convert prospects into users. B) most of the respondents think of Wendy's as their primary fast food restaurant. C) McDonald's has fewer exclusively loyal customers than does Wendy's. D) Burger King is closing in on your market share. E) a need to devise a marketing program to change the minds of nonprospects. -To the owner of a Wendy's fast-food restaurant, the information in Figure 8-4 above suggests


A) new menu items or promotional strategies may be needed to convert prospects into users.
B) most of the respondents think of Wendy's as their primary fast food restaurant.
C) McDonald's has fewer "exclusively loyal" customers than does Wendy's.
D) Burger King is closing in on your market share.
E) a need to devise a marketing program to change the minds of nonprospects.

F) None of the above
G) B) and E)

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-The perceptual map in Figure 8-A above shows adult perceptions for beverages. Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults. It will probably be most useful to promote the drink as similar to what? A) tea B) fruit-flavored drinks C) sugared soft drinks D) regular milk E) coffee -The perceptual map in Figure 8-A above shows adult perceptions for beverages. Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults. It will probably be most useful to promote the drink as similar to what?


A) tea
B) fruit-flavored drinks
C) sugared soft drinks
D) regular milk
E) coffee

F) C) and E)
G) A) and E)

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-Consider Figure 8-2 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! Based on the market research above, which market-product combination should My Pillow target? 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 -Consider Figure 8-2 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!" Based on the market research above, which market-product combination should My Pillow target?


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

F) A) and D)
G) C) and E)

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College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late night snack. However, their dorm rooms are often woefully short of space. MicroFridge marketers understand this and offer a combination microwave, refrigerator, and freezer targeted to these students. MicroFridge is most likely using which basis of segmentation?


A) sociocultural segmentation
B) psychographic segmentation
C) geographic segmentation
D) behavioral segmentation
E) socioeconomic segmentation

F) B) and D)
G) A) and B)

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Usage rate refers to


A) the percentage of total possible users divided by the total number of consumers who actually use a product or service.
B) the number of times a customer uses or recommends a product or service annually.
C) quantity consumed or patronage (store visits) during a specific period.
D) the maximum number of times a customer has used a product or service historically.
E) the profits a firm earns from customers who consume a particular product or service

F) All of the above
G) None of the above

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Campbell's Soup Company found that its canned nacho cheese sauce, which could be heated and poured directly onto nacho chips, was too spicy for Americans in the East and not spicy enough for those in the West and Southwest. Today, Campbell's plants in Texas and California produce a spicier nacho cheese sauce than what is produced in the other plants. Campbell's is using __________ segmentation.


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

F) A) and C)
G) B) and D)

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Doris Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' BBQ Sauce. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just


A) formed a market segment using critical product features.
B) formed products to be sold into groups.
C) developed a market-product grid and estimating size of markets.
D) taken a marketing action to reach a target market segment.
E) formed prospective buyers into segments.

F) B) and E)
G) B) and D)

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The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Imagine that the agency decided the singer would not perform at venues located in small town communities that have less than 100,000 people. Thus, the agency is using __________ segmentation.


A) entertainment
B) psychographic
C) geographic
D) usage rate
E) behavioral

F) A) and B)
G) A) and C)

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