Question 1

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Accepted Answer

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

Question 2

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."C" describes the __________ base of segmentation.

Accepted Answer

A)  behavioral
B)  demographic
C)  geographic
D)  psychographic
E)  productF) B) and E)
G) B) and C)

Question 3

According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

Accepted Answer

A)  leads.
B)  potential users.
C)  ultimate consumers.
D)  undefined prospects.
E)  prospects.F) A) and D)
G) None of the above

Question 4

New Balance makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush,smooth,and stable ride." And its Made in America,top of the line,990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability,a stability-enhancing ABZORB® midsole,and ENCAP to promote a healthy gait." This strategy is an example of

Accepted Answer

A)  mass customization.
B)  product segmentation.
C)  market segmentation.
D)  single chain marketing.
E)  market specific selection.F) None of the above
G) A) and E)

Question 5

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A)  perceptual map.
B)  perception matrix.
C)  growth-share matrix.
D)  market-product grid.
E)  product differentiation chart.F) All of the above
G) B) and C)

Question 6

Which of the following is an example of a "Tiffany/Walmart" 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)  Gap's Banana Republic chain sells blue jeans for $58,whereas its Old Navy stores sell a slightly different version for $22.
E)  Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) C) and D)
G) A) and D)

Question 7

Segmentation based on what product features are important to different customers is known as

Accepted Answer

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

Question 8

Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market consists of businesses similar to its first customer,a fertilizer manufacturer that was located in a rural area.If the firm decides to expand to the U.S. ,it most likely will use which of the following strategies to segment its market?

Accepted Answer

A)  behavioral and geographic
B)  number of employees and behavioral
C)  purchase location and purchase type
D)  NAICS code and geographic
E)  behavioral and NAICS codeF) C) and E)
G) A) and D)

Question 9

When compared to a multiple products,multiple market segments strategy,a one product,multiple market segment strategy

Accepted Answer

A)  is a much more effective means of meeting consumers' individual needs.
B)  creates greater savings in production costs.
C)  is a more effective way of meeting organizational objectives.
D)  has significantly higher distribution costs.
E)  is more profitable since a firm can charge the new segments higher prices without changing the product.F) B) and D)
G) A) and C)

Question 10

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 the farther away its restaurants are 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 E)
G) None of the above

Question 11

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A)  order customization.
B)  a one product one market segment strategy.
C)  synergistic marketing.
D)  build-to-order.
E)  specialty customization.F) B) and E)
G) A) and E)

Question 12

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A)  demographic cluster
B)  organizational buyer group
C)  market segment
D)  ultimate consumer group
E)  qualified prospect groupF) None of the above
G) A) and E)

Question 13

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a "3") is three times the size of a small market (shown by a "1") .Similarly,assume a medium market (shown by a "2") is twice the size of a small market.The meal occasion (product grouping) that comprises the LARGEST product grouping is

Accepted Answer

A)  breakfast.
B)  lunch.
C)  between-meal snack.
D)  dinner.
E)  after-dinner snack.F) A) and C)
G) A) and E)

Question 14

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a "3") is three times the size of a small market (shown by a "1") .Similarly,assume a medium market (shown by a "2") is twice the size of a small market.The LARGEST potential market segment consists of

Accepted Answer

A)  students that live in a dormitory.
B)  students that live in an apartment.
C)  students that are day commuters.
D)  students that are night commuters.
E)  faculty or staff members.F) C) and E)
G) A) and D)

Question 15

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 __________.

Accepted Answer

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

Question 16

The annual Sporting News Baseball Yearbook used 17 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

Accepted Answer

A)  sporting interest-based segmentation.
B)  segmenting organizational markets.
C)  one product and multiple market segments.
D)  multiple products and multiple market segments.
E)  segments of one or mass customization.F) C) and D)
G) A) and B)

Question 17

What are the three types of data needed from consumers to develop a perceptual map?

Accepted Answer

In determining a brand's position and th...

Question 18

All of the following are examples of increased customer value from organizational synergy EXCEPT:

Accepted Answer

A)  lower prices
B)  increased market share
C)  more products
D)  improved distribution
E)  improved quality of existing productsF) B) and E)
G) D) and E)

Question 19

The purpose of the five key steps in segmenting and targeting markets is to

Accepted Answer

A)  identify competitors that provide similar products that satisfy a firm's customers' needs.
B)  provide guidance to reposition a firm's products.
C)  generate new products ideas for firms that are not growing in market share.
D)  link market needs of customers to the organization's marketing program.
E)  correlate directly to each of the five environmental forces.F) C) and D)
G) All of the above

Question 20

Region and city size are both variables used to employ __________ segmentation.

Accepted Answer

A)  geographic
B)  behavioral
C)  district
D)  psychographic
E)  demographicF) A) and B)
G) None of the above

Exam 9: Market Segmentation, Targeting, and Positioning

Correct Answer
verified

All of the following are examples of increased customer value from organizational synergy EXCEPT:

Correct Answer
verified

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."C" describes the __________ base of segmentation.

Correct Answer
verified

Region and city size are both variables used to employ __________ segmentation.

Correct Answer
verified

Which of the following is an example of a "Tiffany/Walmart" strategy?

Correct Answer
verified

The purpose of the five key steps in segmenting and targeting markets is to

Correct Answer
verified

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Correct Answer
verified

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct Answer
verified

When compared to a multiple products,multiple market segments strategy,a one product,multiple market segment strategy

Correct Answer
verified

According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

Correct Answer
verified

Segmentation based on what product features are important to different customers is known as

Correct Answer
verified

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 __________.

Correct Answer
verified

Which of the following statements BEST ILLUSTRATES geographic segmentation?

Correct Answer
verified

Correct Answer
verified

Manufacturing a product only when there is an order from a customer is referred to as

Correct Answer
verified

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct Answer
verified

The annual Sporting News Baseball Yearbook used 17 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

What are the three types of data needed from consumers to develop a perceptual map?

Correct Answer
verified
In determining a brand's position and th...
View Answer

Exam 9: Market Segmentation, Targeting, and Positioning

Correct AnswerverifiedShow Answer

All of the following are examples of increased customer value from organizational synergy EXCEPT:

Correct AnswerverifiedShow Answer

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."C" describes the __________ base of segmentation.

Correct AnswerverifiedShow Answer

Region and city size are both variables used to employ __________ segmentation.

Correct AnswerverifiedShow Answer

Which of the following is an example of a "Tiffany/Walmart" strategy?

Correct AnswerverifiedShow Answer

The purpose of the five key steps in segmenting and targeting markets is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct AnswerverifiedShow Answer

When compared to a multiple products,multiple market segments strategy,a one product,multiple market segment strategy

Correct AnswerverifiedShow Answer

According to Figure 9-5 above,people who currently do not use a firm's product or service but who might become users in the future are referred to as

Correct AnswerverifiedShow Answer

Segmentation based on what product features are important to different customers is known as

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

Which of the following statements BEST ILLUSTRATES geographic segmentation?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Manufacturing a product only when there is an order from a customer is referred to as

Correct AnswerverifiedShow Answer

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct AnswerverifiedShow Answer

The annual Sporting News Baseball Yearbook used 17 different covers featuring a baseball star from each of its regions in the United States.Four covers are shown above.This is an example of a(n)

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the three types of data needed from consumers to develop a perceptual map?

Correct AnswerverifiedIn determining a brand's position and th...View AnswerShow Answer

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In determining a brand's position and th...
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