Question 1

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

Question 2

Market segmentation stresses __________ and relating them to specific marketing actions.

Accepted Answer

A)  aligning tasks to match competitor tactics
B)  grouping people according to similar needs
C)  dividing people within a market randomly into equally sized groups
D)  dividing people into the smallest groups possible
E)  identifying potential new buyers who are not yet familiar with a new productF) None of the above
G) A) and E)

Question 3

Hallmark placed its scrapbook supplies, photo albums, and related supplies into one product group because

Accepted Answer

A)  it was easier to forecast future sales since there were fewer market-product combinations.
B)  customers could buy in quantity and take advantage of quantity discounts.
C)  their suppliers provided free displays and shelving to highlight Hallmark's products.
D)  it helped buyers relate to the products and make decisions in a more meaningful way.
E)  it allowed customers to compare price and quality with competitors who displayed their products in a similar manner.F) A) and B)
G) All of the above

Question 4

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

Accepted Answer

Product positioning refers to the place ...

Question 5

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

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) None of the above

Question 7

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) C) and D)
G) All of the above

Question 8

Universal Concerts wants to bring a series of music concerts to Canada next year. In general, western Canadians prefer country music while eastern Canadians prefer rock. In fact, a country music event in eastern Canada is very likely to have lots of empty seats. To maximize revenue, Universal Concerts should segment its Canadian market according to

Accepted Answer

A)  geographic characteristics.
B)  demographic characteristics.
C)  music format characteristics.
D)  behavioral characteristics.
E)  psychographic characteristics.F) B) and C)
G) A) and B)

Question 9

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

Accepted Answer

The four general bases of segmentation a...

Question 10

What are the segmentation bases for U.S. organizational (business) markets?

Accepted Answer

Organizational (business) mark...

Question 11

The fourth step in segmenting and targeting markets that links customer needs to marketing actions is to

Accepted Answer

A)  group potential buyers into segments.
B)  select target markets.
C)  group products to be sold into categories.
D)  develop a market-product grid and estimate size of the overall market.
E)  take marketing actions to reach target markets.F) B) and E)
G) A) and C)

Question 12

Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that claims to replenish and polish tooth enamel, the hard outer layer of the tooth that provides a protective barrier to inner layers. This new formula helps to separate the Colgate product from its top competitors, such as Crest. What marketing strategy did Colgate-Palmolive use here?

Accepted Answer

A)  product differentiation
B)  product segmentation
C)  market expansion
D)  usage segmentation
E)  psychographic segmentationF) B) and D)
G) B) and C)

Question 13

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Accepted Answer

An organization would produce a single p...

Question 14

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) A) and E)
G) None of the above

Question 15

ChoiceShirts is an online company that makes made-to-order T-shirts. Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch. This is an example of

Accepted Answer

A)  family branding.
B)  mass customization.
C)  multiple products and multiple market segments.
D)  one product and multiple market segments.
E)  specialty customization.F) None of the above
G) B) and D)

Question 16

Banana Republic, the clothing retailer, focuses a large proportion of its promotional activities toward its Banana Republic Luxe credit card holders. These Luxe cardholders must reach a specific spending threshold in each year of patronage. The company is using __________ segmentation.

Accepted Answer

A)  geographic
B)  demographic
C)  loyalty
D)  psychographic
E)  behavioralF) B) and D)
G) A) and B)

Question 17

A depiction of a __________ for beverages in the minds of adults is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.

Accepted Answer

A)  hierarchy of needs
B)  perceptual map
C)  marketing matrix
D)  growth-share matrix
E)  perception matrixF) None of the above
G) B) and E)

Question 18

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 (pre baby boomer)  many years ago. P&G is using which type of segmentation variable?

Accepted Answer

A)  behavioral
B)  demographic
C)  lifestyle
D)  geographic
E)  psychographicF) B) and E)
G) None of the above

Question 19

Market segmentation first stresses the importance of grouping people or organizations, according to the similarity of their needs and the benefits they are looking for in making a purchase, as represented by which stage of the market segmentation process?

Accepted Answer

A)  Link needs to actions.
B)  Identify market needs.
C)  Establish a marketing protocol.
D)  Execute marketing program actions.
E)  Segment and select the target markets.F) A) and B)
G) C) and D)

Question 20

To effectively position a product or brand, companies take four steps: (1)  __________; (2)  discover how target customers rate competing products or brands with respect to critical attributes; (3)  discover where the company's product or brand is on these attributes in the minds of potential customers; and (4)  reposition the company's product or brand in the minds of potential customers.

Accepted Answer

A)  decide whether to keep or delete the market segment that your product offering targets
B)  identify the competitors' brands that make up the consideration set
C)  identify the important attributes for the product or brand class
D)  create a marketing plan based on customers' perceptions
E)  identify market niches that were not selected during the market segmentation processF) A) and C)
G) C) and E)

Exam 9: Market Segmentation Targeting and Positioning

Market segmentation first stresses the importance of grouping people or organizations, according to the similarity of their needs and the benefits they are looking for in making a purchase, as represented by which stage of the market segmentation process?

Correct Answer
verified

Banana Republic, the clothing retailer, focuses a large proportion of its promotional activities toward its Banana Republic Luxe credit card holders. These Luxe cardholders must reach a specific spending threshold in each year of patronage. The company is using __________ segmentation.

Correct Answer
verified

ChoiceShirts is an online company that makes made-to-order T-shirts. Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch. This is an example of

Correct Answer
verified

Correct Answer
verified

Hallmark placed its scrapbook supplies, photo albums, and related supplies into one product group because

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

The fourth step in segmenting and targeting markets that links customer needs to marketing actions is to

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

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

Correct Answer
verified

Correct Answer
verified

A depiction of a __________ for beverages in the minds of adults is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.

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

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Correct Answer
verified
An organization would produce a single p...
View Answer

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

Market segmentation stresses __________ and relating them to specific marketing actions.

Correct Answer
verified

Correct Answer
verified

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

Correct Answer
verified
Product positioning refers to the place ...
View Answer

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

Correct Answer
verified

What are the segmentation bases for U.S. organizational (business) markets?

Correct Answer
verified
Organizational (business) mark...
View Answer

Exam 9: Market Segmentation Targeting and Positioning

Market segmentation first stresses the importance of grouping people or organizations, according to the similarity of their needs and the benefits they are looking for in making a purchase, as represented by which stage of the market segmentation process?

Correct AnswerverifiedShow Answer

Banana Republic, the clothing retailer, focuses a large proportion of its promotional activities toward its Banana Republic Luxe credit card holders. These Luxe cardholders must reach a specific spending threshold in each year of patronage. The company is using __________ segmentation.

Correct AnswerverifiedShow Answer

ChoiceShirts is an online company that makes made-to-order T-shirts. Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch. This is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Hallmark placed its scrapbook supplies, photo albums, and related supplies into one product group because

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

The fourth step in segmenting and targeting markets that links customer needs to marketing actions is to

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

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A depiction of a __________ for beverages in the minds of adults is a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers.

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

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Correct AnswerverifiedAn organization would produce a single p...View AnswerShow Answer

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

Market segmentation stresses __________ and relating them to specific marketing actions.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

Correct AnswerverifiedProduct positioning refers to the place ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What are the segmentation bases for U.S. organizational (business) markets?

Correct AnswerverifiedOrganizational (business) mark...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An organization would produce a single p...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Product positioning refers to the place ...
View Answer

Correct Answer
verified

Correct Answer
verified
Organizational (business) mark...
View Answer