Question 1

Market segments refer to

Accepted Answer

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) All of the above
G) A) and E)

Question 2

Figure 9-A above is a depiction of a __________ for beverages in the minds of adults.

Accepted Answer

A)  hierarchy of needs
B)  perceptual map
C)  marketing matrix
D)  growth-share matrix
E)  perception matrixF) B) and D)
G) All of the above

Question 3

At a Hallmark store you can find several different product lines of greeting cards,likely including Fresh Ink,Nature's Sketchbook,Shoebox,Maxine,Mahogany,and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets.The Mahogany line is designed to appeal to African-Americans.This is an example of __________ segmentation.

Accepted Answer

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

Question 4

According to Figure 9-5 above,people who MOST LIKELY will never use a firm's product or service are referred to as

Accepted Answer

A)  nonqualified prospects.
B)  dead leads.
C)  potential prospects.
D)  nonprospects.
E)  laggards.F) A) and B)
G) B) and E)

Question 5

All of the following are criterion used for selecting target market segments EXCEPT:

Accepted Answer

A)  compatibility with the organization's objectives and resources.
B)  market size.
C)  simplicity and cost of assigning potential buyers to segments.
D)  competitive position.
E)  cost of reaching the segment.F) A) and B)
G) B) and E)

Question 6

Which of the following is an example of a multiple products and 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 U.S.
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) A) and B)
G) B) and E)

Question 7

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Accepted Answer

A)  behavioral segmentation.
B)  affective segmentation.
C)  socioeconomic segmentation.
D)  psychographic segmentation.
E)  psychosocial segmentation.F) B) and C)
G) A) and B)

Question 8

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

Accepted Answer

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

Question 9

The perceptual map in Figure 9-A above shows how various drinks are seen in the minds of adult consumers.Suppose this map describes accurately how adults see the drinks shown.As one of these adults,you are a heavy consumer of mineral water.Moreover,you are very concerned about nutrition and tend not to consume children's drinks.From this perceptual map,you conclude that mineral water is

Accepted Answer

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) A) and B)
G) D) and E)

Question 10

To create a market-product grid for bed pillows,the most effective way to segment the market would be using

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)  the time of sleep: day or night.
E)  how the sleeper sleeps: side,back,or stomach.F) B) and E)
G) A) and B)

Question 11

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

Accepted Answer

A)  potential for increased profit
B)  similarity of needs of potential buyers within a segment
C)  difference of needs of buyers among segments
D)  potential of a marketing action to reach a segment
E)  compatibility with the organization's objectives and resourcesF) None of the above
G) B) and E)

Question 12

By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called

Accepted Answer

A)  product differentiation.
B)  product innovation.
C)  market delineation.
D)  market segmentation.
E)  product groupings.F) B) and E)
G) A) and C)

Question 13

Two key types of synergies are __________.

Accepted Answer

A)  supplier and distributor synergies
B)  market and product synergies
C)  industry-dominated and consumer-dominated
D)  product and production synergies
E)  consumer and market synergiesF) All of the above
G) None of the above

Question 14

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

Accepted Answer

A)  demographic segmentation.
B)  psychographic segmentation.
C)  geographic segmentation.
D)  behavioral segmentation.
E)  socioeconomic segmentation.F) All of the above
G) C) and D)

Question 15

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions.This is an example of what classic concept?

Accepted Answer

A)  the two quarter gap
B)  the 80/20 rule
C)  the law of usage
D)  the 75/25 rule
E)  Parkinson's LawF) C) and E)
G) B) and D)

Question 16

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

Accepted Answer

A)  consumer differentiation.
B)  psychographics.
C)  market segmentation.
D)  market delineation.
E)  aggregation marketing.F) C) and D)
G) B) and D)

Question 17

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Accepted Answer

A)  to receive quick delivery of their merchandise.
B)  to buy sustainable shoes,accessories,and clothing.
C)  to shop online in the convenience of their own homes.
D)  to allow for free returns of goods if dissatisfied.
E)  to have a wide selection of shoes.F) B) and E)
G) All of the above

Question 18

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,of the agency is using __________ segmentation.

Accepted Answer

A)  entertainment
B)  psychographic
C)  geographic
D)  usage rate
E)  behavioralF) A) and D)
G) A) and E)

Question 19

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

Accepted Answer

A)  zip code segmentation.
B)  geographic segmentation.
C)  regional segmentation.
D)  MSA segmentation.
E)  NAICS code segmentation.F) B) and D)
G) D) and E)

Question 20

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Accepted Answer

A)  create product groupings
B)  identify market needs
C)  take marketing actions to reach target markets
D)  develop a market-product grid and estimate size of markets
E)  form prospective buyers into market segmentsF) C) and D)
G) None of the above

Exam 9: Market Segmentation, Targeting, and Positioning

Two key types of synergies are __________.

Correct Answer
verified

By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called

Correct Answer
verified

To create a market-product grid for bed pillows,the most effective way to segment the market would be using

Correct Answer
verified

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Correct Answer
verified

All of the following are criterion used for selecting target market segments EXCEPT:

Correct Answer
verified

Market segments refer to

Correct Answer
verified

According to Figure 9-5 above,people who MOST LIKELY will never use a firm's product or service are referred to as

Correct Answer
verified

Figure 9-A above is a depiction of a __________ for beverages in the minds of adults.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

Correct Answer
verified

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions.This is an example of what classic concept?

Correct Answer
verified

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Correct Answer
verified

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

Two key types of synergies are __________.

Correct AnswerverifiedShow Answer

By dividing its tennis racquet market into three categories,which it labels Performance,Recreational,and Junior tennis players,Prince Sports is using a marketing strategy called

Correct AnswerverifiedShow Answer

To create a market-product grid for bed pillows,the most effective way to segment the market would be using

Correct AnswerverifiedShow Answer

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Correct AnswerverifiedShow Answer

All of the following are criterion used for selecting target market segments EXCEPT:

Correct AnswerverifiedShow Answer

Market segments refer to

Correct AnswerverifiedShow Answer

According to Figure 9-5 above,people who MOST LIKELY will never use a firm's product or service are referred to as

Correct AnswerverifiedShow Answer

Figure 9-A above is a depiction of a __________ for beverages in the minds of adults.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

Correct AnswerverifiedShow Answer

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions.This is an example of what classic concept?

Correct AnswerverifiedShow Answer

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Correct AnswerverifiedShow Answer

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