Question 1

The first step in the STP process is to

Accepted Answer

A) identify the segmentation methods to be used. 
B) produce a list of strengths and weaknesses of the firm's past marketing strategies. 
C) establish the overall strategy or objectives. 
D) select target markets. 
E) develop a marketing mix, so that an appropriate segment can later be identified. 
A) identify the segmentation methods to be used. 
B) produce a list of strengths and weaknesses of the firm's past marketing strategies. 
C) establish the overall strategy or objectives. 
D) select target markets. 
E) develop a marketing mix, so that an appropriate segment can later be identified.

Question 2

Overriding desires that drive how we live our lives are called

Accepted Answer

A) self-values. 
B) self-concept. 
C) self-esteem. 
D) self-confidence. 
E) self-control. 
A) self-values. 
B) self-concept. 
C) self-esteem. 
D) self-confidence. 
E) self-control.

Question 3

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words, the market segment must be

Accepted Answer

A) substantial. 
B) perceptive. 
C) identifiable. 
D) reachable. 
E) responsive. 
A) substantial. 
B) perceptive. 
C) identifiable. 
D) reachable. 
E) responsive.

Question 4

Psychographic segmentation has been found to be more useful for marketers than demographics alone as a way to predict consumer behavior, especially for

Accepted Answer

A) products that have reached the maturity stage in the product life cycle. 
B) imported goods and services. 
C) products and services that don't exist yet. 
D) products that appeal to children. 
E) durable goods. 
A) products that have reached the maturity stage in the product life cycle. 
B) imported goods and services. 
C) products and services that don't exist yet. 
D) products that appeal to children. 
E) durable goods.

Question 5

Jeremiah was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

Accepted Answer

A) the features the engineers feel are most important. 
B) the ways the sales representatives have been positioning the firm's products. 
C) the characteristics that helped his firm win a statewide award for excellence in manufacturing. 
D) what the target market would consider the most important features. 
E) the safety record of the firm and its products. 
A) the features the engineers feel are most important. 
B) the ways the sales representatives have been positioning the firm's products. 
C) the characteristics that helped his firm win a statewide award for excellence in manufacturing. 
D) what the target market would consider the most important features. 
E) the safety record of the firm and its products.

Question 6

It would be logical for bathing suit marketers to use geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 7

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

Answers will vary. Professors might want

Question 8

Claire is assessing the percentage of customers who have not returned to the Coffee-of-the-Month Club to estimate how many might leave on a yearly basis. What process is Claire working on?

Accepted Answer

A) evaluating the profitability of a segment over a lifetime 
B) selecting a target market 
C) estimating fixed costs 
D) assessing a marketing strategy 
E) understanding profit margin percentage 
A) evaluating the profitability of a segment over a lifetime 
B) selecting a target market 
C) estimating fixed costs 
D) assessing a marketing strategy 
E) understanding profit margin percentage

Question 9

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

Accepted Answer

An undifferentiated targeting

Question 10

For products like blankets, which provide the same benefit for all consumers, marketers should probably use a(n)________ strategy.

Accepted Answer

A) concentrated targeting 
B) lifestyle segmentation 
C) benefit segmentation 
D) undifferentiated targeting 
E) differentiated segmentation 
A) concentrated targeting 
B) lifestyle segmentation 
C) benefit segmentation 
D) undifferentiated targeting 
E) differentiated segmentation

Question 11

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Accepted Answer

A) Geographic 
B) Psychographic 
C) Behavioral 
D) Benefits 
E) Demographic 
A) Geographic 
B) Psychographic 
C) Behavioral 
D) Benefits 
E) Demographic

Question 12

With access to the Internet nearly universal in the United States, many potential market segments have become more

Accepted Answer

A) substantial. 
B) perceptive. 
C) identifiable. 
D) reachable. 
E) quantifiable. 
A) substantial. 
B) perceptive. 
C) identifiable. 
D) reachable. 
E) quantifiable.

Question 13

For each target market, Nu-Vu Photo Corporation, a manufacturer of photographic equipment, will engage in positioning, adjusting its marketing mix variables in order 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 that indicate a better value than the competition offers. 
E) a clear and distinctive understanding of their products relative to competing products. 
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 that indicate a better value than the competition offers. 
E) a clear and distinctive understanding of their products relative to competing products.

Question 14

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

Accepted Answer

A) True 
 B)False

Question 15

Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and they will come"?

Accepted Answer

This assum

Question 16

VALS is the most widely used ________ segmentation tool.

Accepted Answer

A) geographic 
B) behavioral 
C) psychographic 
D) benefits 
E) geodemographic 
A) geographic 
B) behavioral 
C) psychographic 
D) benefits 
E) geodemographic

Question 17

We often see advertisements claiming a product is 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. 
A) the value proposition. 
B) product attributes. 
C) symbols. 
D) competitive comparisons. 
E) profitability.

Question 18

Renata is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following factors is least relevant to her 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 able and willing to use day care center services 
D) the average number of school-age siblings of children attending day care 
E) the charge price minus the variable cost of providing service to each child 
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 able and willing to use day care center services 
D) the average number of school-age siblings of children attending day care 
E) the charge price minus the variable cost of providing service to each child

Question 19

The Tapestry™ Segmentation system divides and sorts small neighborhoods into categories using 60 or more characteristics such as income, home value, occupation, and education, as well as activity interests, such as sports, dancing, the arts, and so forth. This market research tool is an example of ________ segmentation.

Accepted Answer

A) geodemographic 
B) benefit 
C) psychographic 
D) loyalty 
E) geographic 
A) geodemographic 
B) benefit 
C) psychographic 
D) loyalty 
E) geographic

Question 20

Maribeth has been assigned the task of identifying her company's competitor positions in the snack chip market and she also needs to determine consumer preferences for low-carb snack chips. What tool should Maribeth use to accomplish this task?

Accepted Answer

A) VALS framework 
B) mass marketing 
C) salient attributes 
D) perceptual map 
E) micromarketing 
A) VALS framework 
B) mass marketing 
C) salient attributes 
D) perceptual map 
E) micromarketing

The first step in the STP process is to

Overriding desires that drive how we live our lives are called

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words, the market segment must be

Psychographic segmentation has been found to be more useful for marketers than demographics alone as a way to predict consumer behavior, especially for

Jeremiah was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

It would be logical for bathing suit marketers to use geographic segmentation.

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Claire is assessing the percentage of customers who have not returned to the Coffee-of-the-Month Club to estimate how many might leave on a yearly basis. What process is Claire working on?

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

For products like blankets, which provide the same benefit for all consumers, marketers should probably use a(n)________ strategy.

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

With access to the Internet nearly universal in the United States, many potential market segments have become more

For each target market, Nu-Vu Photo Corporation, a manufacturer of photographic equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and they will come"?

VALS is the most widely used ________ segmentation tool.

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

Renata is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following factors is least relevant to her analysis?

Maribeth has been assigned the task of identifying her company's competitor positions in the snack chip market and she also needs to determine consumer preferences for low-carb snack chips. What tool should Maribeth use to accomplish this task?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 9: Segmentation, Targeting, and Positioning

The first step in the STP process is to

Overriding desires that drive how we live our lives are called

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words, the market segment must be

Psychographic segmentation has been found to be more useful for marketers than demographics alone as a way to predict consumer behavior, especially for

Jeremiah was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

It would be logical for bathing suit marketers to use geographic segmentation.

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Claire is assessing the percentage of customers who have not returned to the Coffee-of-the-Month Club to estimate how many might leave on a yearly basis. What process is Claire working on?

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

For products like blankets, which provide the same benefit for all consumers, marketers should probably use a(n)________ strategy.

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

With access to the Internet nearly universal in the United States, many potential market segments have become more

For each target market, Nu-Vu Photo Corporation, a manufacturer of photographic equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and they will come"?

VALS is the most widely used ________ segmentation tool.

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

Renata is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following factors is least relevant to her analysis?

Maribeth has been assigned the task of identifying her company's competitor positions in the snack chip market and she also needs to determine consumer preferences for low-carb snack chips. What tool should Maribeth use to accomplish this task?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters