Question 1

The most attractive segment is one in which entry barriers are low and exit barriers are high.

Accepted Answer

A) True 
 B)False  False

Question 2

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

Accepted Answer

A)  attitude 
B)  buyer-readiness stage 
C)  loyalty status 
D)  user status 
E)  benefits 
A)  attitude 
B)  buyer-readiness stage 
C)  loyalty status 
D)  user status 
E)  benefits D

Question 3

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

Accepted Answer

A)  individual 
B)  undifferentiated 
C)  differentiated 
D)  concentrated 
E)  niche 
A)  individual 
B)  undifferentiated 
C)  differentiated 
D)  concentrated 
E)  niche C

Question 4

General Motors,a leading American multinational automaker,sells cars for every purpose,purse,and personality.This is an example of ________ marketing.

Accepted Answer

A)  undifferentiated 
B)  differentiated 
C)  concentrated 
D)  niche 
E)  micro 
A)  undifferentiated 
B)  differentiated 
C)  concentrated 
D)  niche 
E)  micro

Question 5

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

Accepted Answer

A) True 
 B)False

Question 6

All attempts to target marketing to children,minorities,or other special segments are discriminatory and unethical.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about market segmentation is true?

Accepted Answer

A)  It involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. 
B)  It is a process of evaluating each segment's attractiveness and selecting one or more to enter. 
C)  It is a process of creating an image or identity of the product in the minds of the target market. 
D)  It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants. 
E)  It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results. 
A)  It involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. 
B)  It is a process of evaluating each segment's attractiveness and selecting one or more to enter. 
C)  It is a process of creating an image or identity of the product in the minds of the target market. 
D)  It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants. 
E)  It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.

Question 8

Characterize psychographic segmentation.

Accepted Answer

In psychographic segmentation,

Question 9

Volkswagen concentrates on the small-car market and Porsche on the sports car market.These would be examples of what is called ________.

Accepted Answer

A)  single-segment concentration 
B)  selective specialization 
C)  product specialization 
D)  market specialization 
E)  full market coverage 
A)  single-segment concentration 
B)  selective specialization 
C)  product specialization 
D)  market specialization 
E)  full market coverage

Question 10

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.

Accepted Answer

A) True 
 B)False

Question 11

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

Accepted Answer

Marketers usually envision four groups b

Question 12

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can help identify the products' strengths.

Accepted Answer

A)  switchers 
B)  split loyals 
C)  antiloyals 
D)  shifting loyals 
E)  hard-core loyals 
A)  switchers 
B)  split loyals 
C)  antiloyals 
D)  shifting loyals 
E)  hard-core loyals

Question 13

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

Accepted Answer

A)  Step 2?segment identification 
B)  Step 3?segment attractiveness 
C)  Step 6?segment "acid test" 
D)  Step 1?needs-based segmentation 
E)  Step 7?marketing-mix strategy 
A)  Step 2?segment identification 
B)  Step 3?segment attractiveness 
C)  Step 6?segment "acid test" 
D)  Step 1?needs-based segmentation 
E)  Step 7?marketing-mix strategy

Question 14

Psychographics is the science of using psychology and demographics to better understand consumers.

Accepted Answer

A) True 
 B)False

Question 15

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

Accepted Answer

A) True 
 B)False

Question 16

In the ________ step of the market segmentation process,the marketer determines which demographics,lifestyles,and usage behaviors make each needs-based segment distinct and identifiable.

Accepted Answer

A)  segment "acid test" 
B)  segment attractiveness 
C)  segment profitability 
D)  need-based segmentation 
E)  segment identification 
A)  segment "acid test" 
B)  segment attractiveness 
C)  segment profitability 
D)  need-based segmentation 
E)  segment identification

Question 17

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Accepted Answer

A)  demographic variables 
B)  purchasing approaches 
C)  situational factors 
D)  personal characteristics 
E)  operating variables 
A)  demographic variables 
B)  purchasing approaches 
C)  situational factors 
D)  personal characteristics 
E)  operating variables

Question 18

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content.Pete's loyalty status is best described as ________.

Accepted Answer

A)  split loyal 
B)  shifting loyal 
C)  consistent loyal 
D)  hard-core loyal 
E)  switcher 
A)  split loyal 
B)  shifting loyal 
C)  consistent loyal 
D)  hard-core loyal 
E)  switcher

Question 19

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy,this action would most likely occur in the ________ step of the segmentation process.

Accepted Answer

A)  needs-based segmentation 
B)  segment identification 
C)  segment profitability 
D)  segment "acid test" 
E)  marketing-mix strategy 
A)  needs-based segmentation 
B)  segment identification 
C)  segment profitability 
D)  segment "acid test" 
E)  marketing-mix strategy

Question 20

Marketers usually identify niches by ________.

Accepted Answer

A)  dividing a segment into subsegments 
B)  conducting VALS tests 
C)  allowing consumers to gravitate toward product brands 
D)  examining the demographics section of the handbook of marketing 
E)  producing products that can be used in a variety of ways 
A)  dividing a segment into subsegments 
B)  conducting VALS tests 
C)  allowing consumers to gravitate toward product brands 
D)  examining the demographics section of the handbook of marketing 
E)  producing products that can be used in a variety of ways

The most attractive segment is one in which entry barriers are low and exit barriers are high.

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

General Motors,a leading American multinational automaker,sells cars for every purpose,purse,and personality.This is an example of ________ marketing.

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

All attempts to target marketing to children,minorities,or other special segments are discriminatory and unethical.

Which of the following statements about market segmentation is true?

Characterize psychographic segmentation.

Volkswagen concentrates on the small-car market and Porsche on the sports car market.These would be examples of what is called ________.

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can help identify the products' strengths.

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

Psychographics is the science of using psychology and demographics to better understand consumers.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

In the ________ step of the market segmentation process,the marketer determines which demographics,lifestyles,and usage behaviors make each needs-based segment distinct and identifiable.

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content.Pete's loyalty status is best described as ________.

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy,this action would most likely occur in the ________ step of the segmentation process.

Marketers usually identify niches by ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters

Exam 7: Identifying Market Segments and Targets

The most attractive segment is one in which entry barriers are low and exit barriers are high.

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

General Motors,a leading American multinational automaker,sells cars for every purpose,purse,and personality.This is an example of ________ marketing.

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

All attempts to target marketing to children,minorities,or other special segments are discriminatory and unethical.

Which of the following statements about market segmentation is true?

Characterize psychographic segmentation.

Volkswagen concentrates on the small-car market and Porsche on the sports car market.These would be examples of what is called ________.

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can help identify the products' strengths.

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

Psychographics is the science of using psychology and demographics to better understand consumers.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

In the ________ step of the market segmentation process,the marketer determines which demographics,lifestyles,and usage behaviors make each needs-based segment distinct and identifiable.

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content.Pete's loyalty status is best described as ________.

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy,this action would most likely occur in the ________ step of the segmentation process.

Marketers usually identify niches by ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters