Question 1

Generation X is very family-oriented, well educated, and optimistic.

Accepted Answer

A) True 
 B)False

Question 2

Which change is seen as a result of a rise in households with only one person?

Accepted Answer

A)  increase in apartment building developments 
B)  decrease in the average size of new cars 
C)  decrease in the marketing of vacations 
D)  increase in single-serve food products 
A)  increase in apartment building developments 
B)  decrease in the average size of new cars 
C)  decrease in the marketing of vacations 
D)  increase in single-serve food products

Question 3

A marketer that develops a profile of the typical customer that includes information about lifestyle patterns and product-use habits is in the stage of the market segmentation process in which market potential is forecasted.

Accepted Answer

A) True 
 B)False

Question 4

Another name for concentrated marketing is niche marketing.

Accepted Answer

A) True 
 B)False

Question 5

Which statement does NOT accurately describe concentrated marketing?

Accepted Answer

A)  It is very effective for large corporate competitors that have marketplace clout. 
B)  Firms that wish to focus on multiple segments use it. 
C)  It is an effective strategy for specialty or unique products. 
D)  It is more impacted by shifts in consumer buying habits and other external factors. 
A)  It is very effective for large corporate competitors that have marketplace clout. 
B)  Firms that wish to focus on multiple segments use it. 
C)  It is an effective strategy for specialty or unique products. 
D)  It is more impacted by shifts in consumer buying habits and other external factors.

Question 6

Which statement does NOT accurately describe socioeconomic market segmentation?

Accepted Answer

A)  It is easy in foreign markets where income and life-cycle stage are not measured. 
B)  It is the most common type of market segmentation. 
C)  It is defined by variables that include age, gender, income, occupation, and education. 
D)  It is most often compiled through data taken from Statistics Canada. 
A)  It is easy in foreign markets where income and life-cycle stage are not measured. 
B)  It is the most common type of market segmentation. 
C)  It is defined by variables that include age, gender, income, occupation, and education. 
D)  It is most often compiled through data taken from Statistics Canada.

Question 7

Micromarketers run the risk that they may spend too much time, effort, and money to reach a market that is too small and specialized to be profitable.

Accepted Answer

A) True 
 B)False

Question 8

List and provide an example of each of the six positioning strategies.

Accepted Answer

A product may be positioned on the basis

Question 9

What type of segmentation divides a population into groups with similar psychological characteristics, values, and lifestyles?

Accepted Answer

A)  demographic 
B)  polymorphic 
C)  psychographic 
D)  parallelgraphic 
A)  demographic 
B)  polymorphic 
C)  psychographic 
D)  parallelgraphic

Question 10

A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. What approach is this an example of?

Accepted Answer

A)  segmentation by benefits sought 
B)  geographic segmentation 
C)  segmentation by usage rates 
D)  distributive segmentation 
A)  segmentation by benefits sought 
B)  geographic segmentation 
C)  segmentation by usage rates 
D)  distributive segmentation

Question 11

What is one of the basic determinants of a market-specific segmentation strategy?

Accepted Answer

A)  product demand 
B)  competitors' strategies 
C)  environmental constraints 
D)  organizational efficiencies 
A)  product demand 
B)  competitors' strategies 
C)  environmental constraints 
D)  organizational efficiencies

Question 12

Why would a marketer be interested in understanding a person's family life cycle stage? Give an example.

Accepted Answer

The underlying theme of family life cycl

Question 13

Compared to a century ago, the average woman gives birth to fewer children and waits until she is older to have them.

Accepted Answer

A) True 
 B)False

Question 14

One family-life-cycle trend noted by researchers in the past decade is an increase in "boomerang" children.

Accepted Answer

A) True 
 B)False

Question 15

Division of the total market into smaller, relatively homogeneous groups is known as market optimization.

Accepted Answer

A) True 
 B)False

Question 16

Kyle plans to buy new tires for a converted bus his family uses for camping trips. The tires are the same type used on General Motors commercial trucks and can be purchased from Industrial Tire Company. How are the tires that Kyle will buy for this bus classified?

Accepted Answer

A)  business products 
B)  service products 
C)  commercial products 
D)  consumer products 
A)  business products 
B)  service products 
C)  commercial products 
D)  consumer products

Question 17

In the VALS system, how can action-motivated consumers be described?

Accepted Answer

A)  They have a set of ideas and morals or principles they live by. 
B)  They are influenced by symbols of success. 
C)  They seek physical activity, variety, and adventure. 
D)  They have high energy level and are eager to buy products. 
A)  They have a set of ideas and morals or principles they live by. 
B)  They are influenced by symbols of success. 
C)  They seek physical activity, variety, and adventure. 
D)  They have high energy level and are eager to buy products.

Question 18

Identify the six psychographic consumer segments worldwide, as defined in the VALs framework.

Accepted Answer

Strivers: Value professional and materia

Question 19

Which factor falls under the resource dimension of the VALS system?

Accepted Answer

A)  social attitudes 
B)  primary motivation 
C)  eagerness to buy 
D)  political views 
A)  social attitudes 
B)  primary motivation 
C)  eagerness to buy 
D)  political views

Question 20

How would a geographic area surrounding an urban core with a population of at least 100 000 be classified?

Accepted Answer

A)  as a census metropolitan area (CM
A)  
B)  as a primary metropolitan region (PMR) 
C)  as a metropolitan statistical area (MS
A)  
D)  as a census agglomeration (C
A)  
A)  as a census metropolitan area (CM
A)  
B)  as a primary metropolitan region (PMR) 
C)  as a metropolitan statistical area (MS
A)  
D)  as a census agglomeration (C
A)

Generation X is very family-oriented, well educated, and optimistic.

Which change is seen as a result of a rise in households with only one person?

A marketer that develops a profile of the typical customer that includes information about lifestyle patterns and product-use habits is in the stage of the market segmentation process in which market potential is forecasted.

Another name for concentrated marketing is niche marketing.

Which statement does NOT accurately describe concentrated marketing?

Which statement does NOT accurately describe socioeconomic market segmentation?

Micromarketers run the risk that they may spend too much time, effort, and money to reach a market that is too small and specialized to be profitable.

List and provide an example of each of the six positioning strategies.

What type of segmentation divides a population into groups with similar psychological characteristics, values, and lifestyles?

A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. What approach is this an example of?

What is one of the basic determinants of a market-specific segmentation strategy?

Why would a marketer be interested in understanding a person's family life cycle stage? Give an example.

Compared to a century ago, the average woman gives birth to fewer children and waits until she is older to have them.

One family-life-cycle trend noted by researchers in the past decade is an increase in "boomerang" children.

Division of the total market into smaller, relatively homogeneous groups is known as market optimization.

Kyle plans to buy new tires for a converted bus his family uses for camping trips. The tires are the same type used on General Motors commercial trucks and can be purchased from Industrial Tire Company. How are the tires that Kyle will buy for this bus classified?

In the VALS system, how can action-motivated consumers be described?

Identify the six psychographic consumer segments worldwide, as defined in the VALs framework.

Which factor falls under the resource dimension of the VALS system?

How would a geographic area surrounding an urban core with a population of at least 100 000 be classified?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters

Exam 9: Marketing Segmentation, Targeting, and Positioning

Generation X is very family-oriented, well educated, and optimistic.

Which change is seen as a result of a rise in households with only one person?

A marketer that develops a profile of the typical customer that includes information about lifestyle patterns and product-use habits is in the stage of the market segmentation process in which market potential is forecasted.

Another name for concentrated marketing is niche marketing.

Which statement does NOT accurately describe concentrated marketing?

Which statement does NOT accurately describe socioeconomic market segmentation?

Micromarketers run the risk that they may spend too much time, effort, and money to reach a market that is too small and specialized to be profitable.

List and provide an example of each of the six positioning strategies.

What type of segmentation divides a population into groups with similar psychological characteristics, values, and lifestyles?

A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. What approach is this an example of?

What is one of the basic determinants of a market-specific segmentation strategy?

Why would a marketer be interested in understanding a person's family life cycle stage? Give an example.

Compared to a century ago, the average woman gives birth to fewer children and waits until she is older to have them.

One family-life-cycle trend noted by researchers in the past decade is an increase in "boomerang" children.

Division of the total market into smaller, relatively homogeneous groups is known as market optimization.

Kyle plans to buy new tires for a converted bus his family uses for camping trips. The tires are the same type used on General Motors commercial trucks and can be purchased from Industrial Tire Company. How are the tires that Kyle will buy for this bus classified?

In the VALS system, how can action-motivated consumers be described?

Identify the six psychographic consumer segments worldwide, as defined in the VALs framework.

Which factor falls under the resource dimension of the VALS system?

How would a geographic area surrounding an urban core with a population of at least 100 000 be classified?

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Digital Marketing and Social Media: Living in the Connected World

Consumer Behaviour

Business-To-Business B2b Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

Relationship Marketing and Customer Relationship Management CRM

Filters