Question 1

Which of the following is a segmentation technique that combines geography with demographics?

Accepted Answer

A) geocoding 
B) geodemography 
C) geodiversity 
D) geotargeting 
E) psychographics 
A) geocoding 
B) geodemography 
C) geodiversity 
D) geotargeting 
E) psychographics

Question 2

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Accepted Answer

A) to more efficiently focus on customer relationship management 
B) to remove the need for disintermediation 
C) to move a product to the next stage of its product life cycle 
D) to take advantage of economies of scale 
E) to reach the underserved "bottom-of-the-pyramid" consumers 
A) to more efficiently focus on customer relationship management 
B) to remove the need for disintermediation 
C) to move a product to the next stage of its product life cycle 
D) to take advantage of economies of scale 
E) to reach the underserved "bottom-of-the-pyramid" consumers

Question 3

Kids between the ages of 8 and 14 are part of the tweens market segment.

Accepted Answer

A) True 
 B)False

Question 4

The cosmetics giant L'Oreal offers several product lines at a variety of prices.It targets the luxury market with its brand Helena Rubinstein,while less expensive offerings such as Elseve are targeted to large department stores and discounters.Is this practice a differentiated targeting strategy or an undifferentiated targeting strategy? Explain your answer.

Accepted Answer

This company is implementing a

Question 5

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Accepted Answer

A product's position is the way the prod

Question 6

Why is it important for marketers to analyze the positions of both direct and indirect competitors? Give an example of direct and indirect competitors for a supermarket.

Accepted Answer

Marketers need to understand the positio

Question 7

Baby boomers ________.

Accepted Answer

A) were born between 1965 and 1978 
B) are currently in their 30s and 40s 
C) are important to marketers because of the size and wealth of the segment 
D) are 75 or older 
E) are the parents of Generation X,not Generation Y 
A) were born between 1965 and 1978 
B) are currently in their 30s and 40s 
C) are important to marketers because of the size and wealth of the segment 
D) are 75 or older 
E) are the parents of Generation X,not Generation Y

Question 8

Because children have little influence over family purchases beyond toys and games,marketers tend to not focus on consumers under the age of 12.

Accepted Answer

A) True 
 B)False

Question 9

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

Accepted Answer

A) undifferentiated targeting 
B) positioning 
C) customized marketing 
D) mass customization 
E) differentiated targeting 
A) undifferentiated targeting 
B) positioning 
C) customized marketing 
D) mass customization 
E) differentiated targeting

Question 10

If Sam describes Coca-Cola as an all-American,Pepsi-Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' ________.

Accepted Answer

A) VALS™ profiles 
B) target markets 
C) brand personalities 
D) NAICS classifications 
E) trade promotions 
A) VALS™ profiles 
B) target markets 
C) brand personalities 
D) NAICS classifications 
E) trade promotions

Question 11

When a firm offers one or more products to a single segment,it is using a ________ strategy.

Accepted Answer

A) fragmented 
B) homogeneous 
C) custom marketing 
D) mass customization 
E) concentrated targeting 
A) fragmented 
B) homogeneous 
C) custom marketing 
D) mass customization 
E) concentrated targeting

Question 12

When Apple marketed its iPod to teens,it used a personality segmentation variable.

Accepted Answer

A) True 
 B)False

Question 13

When many men in the baby boomer segment started getting gray hair,they were reluctant to use hair dyes made for women even though they were just as eager as women to fight the aging process.To address this reluctance,hair care product manufacturers introduced hair dying systems for men to use on their head and their facial hair.The hair care product manufacturers used ________ segmentation to define their target markets.

Accepted Answer

A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic 
A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic

Question 14

During tax season,you're likely to see more TurboTax ads on Google pages,even if you aren't searching for tax software.This is an example of ________ segmentation.

Accepted Answer

A) geodemographic 
B) psychographic 
C) usage occasion 
D) demographic 
E) geotargeting 
A) geodemographic 
B) psychographic 
C) usage occasion 
D) demographic 
E) geotargeting

Question 15

In developing a new shoe,Reebok targeted the youth market.It used ________ segmentation to define its target market.

Accepted Answer

A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic 
A) lifestyle 
B) behavioral 
C) socioeconomic 
D) demographic 
E) psychographic

Question 16

According to the 80/20 rule,which of the following is true?

Accepted Answer

A) 80 percent of a product's customers account for 20 percent of the product's marketing expenditures. 
B) 20 percent of a product's customers account for 80 percent of the product's marketing expenditures. 
C) 80 percent of a product's sales come from 20 percent of the product's purchasers. 
D) 80 percent of a product's marketing cost should be equal to 20 percent of the firm's total marketing budget. 
E) 80 percent of a product's market should be consumers who are 20 or older. 
A) 80 percent of a product's customers account for 20 percent of the product's marketing expenditures. 
B) 20 percent of a product's customers account for 80 percent of the product's marketing expenditures. 
C) 80 percent of a product's sales come from 20 percent of the product's purchasers. 
D) 80 percent of a product's marketing cost should be equal to 20 percent of the firm's total marketing budget. 
E) 80 percent of a product's market should be consumers who are 20 or older.

Question 17

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Accepted Answer

A) The market has many competitors. 
B) The product or service has wide appeal. 
C) Growth of the market has stabilized. 
D) The market is slowly shrinking. 
E) The market has a few strong competitors. 
A) The market has many competitors. 
B) The product or service has wide appeal. 
C) Growth of the market has stabilized. 
D) The market is slowly shrinking. 
E) The market has a few strong competitors.

Question 18

The group of American consumers born between 1965 and 1978 are called ________.

Accepted Answer

A) baby boomers 
B) the silent majority 
C) Generation X 
D) Generation Y 
E) Generation Z 
A) baby boomers 
B) the silent majority 
C) Generation X 
D) Generation Y 
E) Generation Z

Question 19

How has the education and income gap between husbands and wives changed?

Accepted Answer

A growing number of women earn more mone

Question 20

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Accepted Answer

A) Generation Y 
B) Generation X 
C) Baby boomers 
D) Millennial 
E) Generation Z 
A) Generation Y 
B) Generation X 
C) Baby boomers 
D) Millennial 
E) Generation Z

Which of the following is a segmentation technique that combines geography with demographics?

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Kids between the ages of 8 and 14 are part of the tweens market segment.

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Why is it important for marketers to analyze the positions of both direct and indirect competitors? Give an example of direct and indirect competitors for a supermarket.

Baby boomers ________.

Because children have little influence over family purchases beyond toys and games,marketers tend to not focus on consumers under the age of 12.

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

If Sam describes Coca-Cola as an all-American,Pepsi-Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' ________.

When a firm offers one or more products to a single segment,it is using a ________ strategy.

When Apple marketed its iPod to teens,it used a personality segmentation variable.

During tax season,you're likely to see more TurboTax ads on Google pages,even if you aren't searching for tax software.This is an example of ________ segmentation.

In developing a new shoe,Reebok targeted the youth market.It used ________ segmentation to define its target market.

According to the 80/20 rule,which of the following is true?

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

The group of American consumers born between 1965 and 1978 are called ________.

How has the education and income gap between husbands and wives changed?

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

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Exam 7: Segmentation,target Marketing,and Positioning

Which of the following is a segmentation technique that combines geography with demographics?

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Kids between the ages of 8 and 14 are part of the tweens market segment.

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Why is it important for marketers to analyze the positions of both direct and indirect competitors? Give an example of direct and indirect competitors for a supermarket.

Baby boomers ________.

Because children have little influence over family purchases beyond toys and games,marketers tend to not focus on consumers under the age of 12.

Using ________,a company modifies a basic good or service to meet the needs of a specific individual customer.

If Sam describes Coca-Cola as an all-American,Pepsi-Cola as a young daredevil,and Dr.Pepper as a nonconformist,he would be describing the sodas' ________.

When a firm offers one or more products to a single segment,it is using a ________ strategy.

When Apple marketed its iPod to teens,it used a personality segmentation variable.

During tax season,you're likely to see more TurboTax ads on Google pages,even if you aren't searching for tax software.This is an example of ________ segmentation.

In developing a new shoe,Reebok targeted the youth market.It used ________ segmentation to define its target market.

According to the 80/20 rule,which of the following is true?

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

The group of American consumers born between 1965 and 1978 are called ________.

How has the education and income gap between husbands and wives changed?

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters