Question 1

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)   the high cost of finding new customers.
B)   government tax incentives.
C)   accounting difficulties associated with identifying new customers.
D)   rapid population increases.
E)   the failure of micromarketing as a workable strategy.F) A) and C)
G) A) and D)

Question 2

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Accepted Answer

Again, answers will vary, but creative s...

Question 3

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

Accepted Answer

A)   differentiated its product.
B)   streamlined its delivery process.
C)   created a new class of micromarketing.
D)   defined consumers' basic needs.
E)   redefined mass customization.F) C) and D)
G) B) and D)

Question 4

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Accepted Answer

A)   segmenting
B)   packaging
C)   positioning
D)   pricing
E)   targetingF) A) and D)
G) A) and E)

Question 5

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Accepted Answer

A)   responsive
B)   perceptive
C)   identifiable
D)   reachable
E)   quantifiableF) B) and C)
G) A) and E)

Question 6

Segmentation, targeting, and positioning

Accepted Answer

A)   are terms that can be used interchangeably in developing marketing plans.
B)   are part of a firm's marketing strategy.
C)   should be done simultaneously so synergies can help streamline the effort.
D)   are part of the marketing plan but bear little direct relationship to the marketing mix.
E)   are optional elements of a marketing plan.F) A) and B)
G) A) and C)

Question 7

Television advertising has recently expanded to include mini-ads, which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.

Accepted Answer

A)   demographic
B)   psychographic
C)   behavioral
D)   benefits
E)   geographicF) C) and D)
G) D) and E)

Question 8

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Accepted Answer

Students should demonstrate an overall u...

Question 9

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

Accepted Answer

A)   The number of children needing day care in the immediate area.
B)   The fixed costs of operating the center.
C)   The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so.
D)   The average number of school-age children in families sending a child to the day care center.
E)   The price she would charge minus the variable cost of providing service to each child.F) C) and D)
G) A) and D)

Question 10

Create an example of geodemographic segmentation.

Accepted Answer

Answers will vary bu...

Question 11

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Accepted Answer

A)   Geographic
B)   Demographic
C)   Psychographic
D)   Benefit
E)   GeodeomographicF) C) and D)
G) B) and D)

Question 12

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 13

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Accepted Answer

A)   is the cheapest option.
B)   requires the use of advanced advertising techniques.
C)   rarely works.
D)   is likely more costly than an undifferentiated strategy.
E)   is ineffective without multiple brand names.F) A) and B)
G) A) and C)

Question 14

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

Accepted Answer

A)   the value proposition.
B)   product attributes.
C)   symbols.
D)   competitive comparisons.
E)   profitability.F) B) and C)
G) A) and C)

Question 15

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Accepted Answer

A)   how old their customers are.
B)   what their customers need.
C)   where their customers live.
D)   which customers have young children.
E)   what income brackets their customers are in.F) B) and E)
G) A) and C)

Question 16

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

Accepted Answer

A)   a more flexible supply chain strategy.
B)   a perceptual map of the imaging landscape.
C)   more product features than the competition offers.
D)   lower prices than the competition offers.
E)   a clear, distinctive, and desirable understanding of its products relative to competing products.F) B) and C)
G) B) and E)

Question 17

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

A) True 
 B)False

Question 18

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Accepted Answer

A)   concentrated segmentation.
B)   geodemographic segmentation.
C)   benefit segmentation.
D)   psychographic segmentation.
E)   misguided geographic segmentation.F) C) and D)
G) A) and E)

Question 19

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

Accepted Answer

A)   demographic
B)   psychographic
C)   behavioral
D)   benefits
E)   geographicF) A) and B)
G) A) and C)

Question 20

To develop psychographic segments, the marketer must understand consumers'

Accepted Answer

A)   age, income, and education.
B)   gender, race, and religion.
C)   disposable personal income, benefit perceptions, and alternative egos.
D)   self-values, self-concept, and lifestyles.
E)   buying patterns and behaviors.F) All of the above
G) None of the above

Exam 9: Segmentation, Targeting, and Positioning

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Correct Answer
verified

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct Answer
verified

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Correct Answer
verified

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Correct Answer
verified

To develop psychographic segments, the marketer must understand consumers'

Correct Answer
verified

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

Correct Answer
verified

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Correct Answer
verified

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Correct Answer
verified

Create an example of geodemographic segmentation.

Correct Answer
verified
Answers will vary bu...
View Answer

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Correct Answer
verified
Students should demonstrate an overall u...
View Answer

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

Correct Answer
verified

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Correct Answer
verified
Again, answers will vary, but creative s...
View Answer

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

Correct Answer
verified

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Correct Answer
verified

One of the reasons marketers use loyalty segmentation is

Correct Answer
verified

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Correct Answer
verified

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

Correct Answer
verified

Correct Answer
verified

Segmentation, targeting, and positioning

Correct Answer
verified

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

Correct Answer
verified

Exam 9: Segmentation, Targeting, and Positioning

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Correct AnswerverifiedShow Answer

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct AnswerverifiedShow Answer

While demographic and geographic segmentation of retail customers are relatively easy, these characteristics do NOT help marketers determine

Correct AnswerverifiedShow Answer

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

Correct AnswerverifiedShow Answer

To develop psychographic segments, the marketer must understand consumers'

Correct AnswerverifiedShow Answer

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

Correct AnswerverifiedShow Answer

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Correct AnswerverifiedShow Answer

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Correct AnswerverifiedShow Answer

Create an example of geodemographic segmentation.

Correct AnswerverifiedAnswers will vary bu...View AnswerShow Answer

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many options. With all that effort, why are marketers so concerned with STP?

Correct AnswerverifiedStudents should demonstrate an overall u...View AnswerShow Answer

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.

Correct AnswerverifiedShow Answer

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Correct AnswerverifiedAgain, answers will vary, but creative s...View AnswerShow Answer

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company

Correct AnswerverifiedShow Answer

When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

Correct AnswerverifiedShow Answer

One of the reasons marketers use loyalty segmentation is

Correct AnswerverifiedShow Answer

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

Correct AnswerverifiedShow Answer

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables to give customers

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Segmentation, targeting, and positioning

Correct AnswerverifiedShow Answer

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will NOT specifically help her in this analysis?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary bu...
View Answer

Correct Answer
verified
Students should demonstrate an overall u...
View Answer

Correct Answer
verified

Correct Answer
verified
Again, answers will vary, but creative s...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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