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) sociocultural segmentation. 
A) behavioral segmentation. 
B) affective segmentation. 
C) socioeconomic segmentation. 
D) psychographic segmentation. 
E) sociocultural segmentation. D

Question 2

Which of the following statements best illustrates geographic segmentation?

Accepted Answer

A) GE builds a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) In China,KFC sells a spicier chicken the farther away its restaurants are from the coastal areas. 
D) A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. 
A) GE builds a downsized microwave oven to hang under kitchen cabinets. 
B) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners. 
C) In China,KFC sells a spicier chicken the farther away its restaurants are from the coastal areas. 
D) A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays. 
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area. C

Question 3

Figure 9-11
  
-The axes on a perceptual map are

Accepted Answer

A) sales and profitability. 
B) two important product attributes,ranging from high to low on that attribute. 
C) market share and market growth rate. 
D) product variety and profitability. 
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor. 
A) sales and profitability. 
B) two important product attributes,ranging from high to low on that attribute. 
C) market share and market growth rate. 
D) product variety and profitability. 
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor. B

Question 4

Alamo,a national car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using ________ segmentation.

Accepted Answer

A) geographic 
B) demographic 
C) loyalty 
D) psychographic 
E) behavioral 
A) geographic 
B) demographic 
C) loyalty 
D) psychographic 
E) behavioral

Question 5

Market segmentation refers to

Accepted Answer

A) the philosophy that to do a truly excellent job of marketing,a company should concentrate on only one customer segment at a time. 
B) sorting prospective buyers into groups that are willing to pay more than the cost of production for a good or service. 
C) disaggregating prospective buyers from groups into segments of one (individuals)and then creating specific products that will satisfy this person's unique needs. 
D) aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action. 
E) the belief that it is possible to satisfy every customer's needs if you can identify the correct segment within which they belong. 
A) the philosophy that to do a truly excellent job of marketing,a company should concentrate on only one customer segment at a time. 
B) sorting prospective buyers into groups that are willing to pay more than the cost of production for a good or service. 
C) disaggregating prospective buyers from groups into segments of one (individuals)and then creating specific products that will satisfy this person's unique needs. 
D) aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action. 
E) the belief that it is possible to satisfy every customer's needs if you can identify the correct segment within which they belong.

Question 6

Segmentation based on where prospective customers live or work is referred to as

Accepted Answer

A) zip code segmentation. 
B) geographic segmentation. 
C) trade area segmentation. 
D) district segmentation. 
E) NAICS code segmentation. 
A) zip code segmentation. 
B) geographic segmentation. 
C) trade area segmentation. 
D) district segmentation. 
E) NAICS code segmentation.

Question 7

Two key types of synergies are

Accepted Answer

A) supplier and distributor synergies. 
B) marketing and product synergies. 
C) industry-dominated and consumer-dominated. 
D) product and production synergies. 
E) consumer and market synergies. 
A) supplier and distributor synergies. 
B) marketing and product synergies. 
C) industry-dominated and consumer-dominated. 
D) product and production synergies. 
E) consumer and market synergies.

Question 8

Best Foods Co.is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments.This is an example of which criterion used to select target market segments?

Accepted Answer

A) Best Foods' competitive position in the segment 
B) Best Foods' product groupings 
C) expected growth of the market segment 
D) size of the market segment 
E) cost of reaching the segment 
A) Best Foods' competitive position in the segment 
B) Best Foods' product groupings 
C) expected growth of the market segment 
D) size of the market segment 
E) cost of reaching the segment

Question 9

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

Accepted Answer

A) Will our new products steal customers or sales from our older ones? 
B) Will the products compete head-to-head with those of a competitor? 
C) Can this action successfully draw customers away from competitors? 
D) Are there enough similarities within the market segment to warrant such high costs? 
E) Will this action eliminate the need for individualized advertising and promotion? 
A) Will our new products steal customers or sales from our older ones? 
B) Will the products compete head-to-head with those of a competitor? 
C) Can this action successfully draw customers away from competitors? 
D) Are there enough similarities within the market segment to warrant such high costs? 
E) Will this action eliminate the need for individualized advertising and promotion?

Question 10

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

Accepted Answer

Organizational (business)marke

Question 11

Apple's iPhone X has a feature known as Face ID that lets users securely unlock the phone,authenticate purchases,or sign in to apps with just a glance.This feature sets the smartphone apart from its competitors and is part of Apple's ________ strategy.

Accepted Answer

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

Question 12

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Accepted Answer

The five key steps in segmenting and tar

Question 13

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. 
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.

Question 14

New Balance has many offerings.It makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush,smooth,and stable ride." And its top of the line,990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability,a stability-enhancing ABZORB insole,and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of

Accepted Answer

A) mass customization. 
B) product definition. 
C) market segmentation. 
D) single chain marketing. 
E) market specific selection. 
A) mass customization. 
B) product definition. 
C) market segmentation. 
D) single chain marketing. 
E) market specific selection.

Question 15

Variables such as statistical area,the North American Industry Classification System (NAICS)code,and usage rate are all examples of ways to

Accepted Answer

A) differentiate products. 
B) forecast sales to a consumer market. 
C) segment an organizational market. 
D) promote NAFTA. 
E) segment a consumer market. 
A) differentiate products. 
B) forecast sales to a consumer market. 
C) segment an organizational market. 
D) promote NAFTA. 
E) segment a consumer market.

Question 16

If Wendy's customers are buying an eating experience,which of the following would make the most sense for grouping the products Wendy's sells?

Accepted Answer

A) grouping by caloric intake 
B) grouping by price 
C) grouping by meal occasion 
D) grouping by usage rate 
E) grouping by level of uniqueness 
A) grouping by caloric intake 
B) grouping by price 
C) grouping by meal occasion 
D) grouping by usage rate 
E) grouping by level of uniqueness

Question 17

Which of the following is a criterion used in forming market segments?

Accepted Answer

A) similarity of segments to competitors' segments 
B) differences between potential suppliers or distributors 
C) differences of needs of buyers within a segment 
D) market size of the segment 
E) potential of a marketing action to reach a segment 
A) similarity of segments to competitors' segments 
B) differences between potential suppliers or distributors 
C) differences of needs of buyers within a segment 
D) market size of the segment 
E) potential of a marketing action to reach a segment

Question 18

Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches may carry a price tag of several thousand dollars.In general,consumers view Timex watches as being dependable,relatively accurate,and inexpensive timepieces that can be purchased in drugstores,discount stores,and department stores.The Rolex brand is perceived as an expensive status symbol distributed in fine jewelry stores or specialty shops.By using distinctly different pricing and distribution strategies,the marketers of Rolex watches

Accepted Answer

A) compete for the same segment through different channels of distribution. 
B) develop similar products as Timex but under different names. 
C) use a differentiation positioning strategy. 
D) compete for the same customers through similar retail outlets. 
E) create cognitive dissonance in consumers who purchased Timex wristwatches. 
A) compete for the same segment through different channels of distribution. 
B) develop similar products as Timex but under different names. 
C) use a differentiation positioning strategy. 
D) compete for the same customers through similar retail outlets. 
E) create cognitive dissonance in consumers who purchased Timex wristwatches.

Question 19

Nike employs a ________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Accepted Answer

A) product sampling 
B) product clustering 
C) mass customization 
D) usage segmentation 
E) psychographic segmentation 
A) product sampling 
B) product clustering 
C) mass customization 
D) usage segmentation 
E) psychographic segmentation

Question 20

Marketing synergies often come at the expense of product synergies because

Accepted Answer

A) product synergies are more effective for penetrating a market rather than creating one. 
B) multiple market segments usually require multiple products. 
C) it is easier to change a product than to completely develop a new marketing plan. 
D) a single customer segment will likely require a variety of products,each of which must be designed and manufactured. 
E) no company can afford to do both at the same time. 
A) product synergies are more effective for penetrating a market rather than creating one. 
B) multiple market segments usually require multiple products. 
C) it is easier to change a product than to completely develop a new marketing plan. 
D) a single customer segment will likely require a variety of products,each of which must be designed and manufactured. 
E) no company can afford to do both at the same time.

Exam 9: Market Segmentation, targeting, and Positioning

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Which of the following statements best illustrates geographic segmentation?

Figure 9-11 -The axes on a perceptual map are

Alamo,a national car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using ________ segmentation.

Market segmentation refers to

Segmentation based on where prospective customers live or work is referred to as

Two key types of synergies are

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

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

Apple's iPhone X has a feature known as Face ID that lets users securely unlock the phone,authenticate purchases,or sign in to apps with just a glance.This feature sets the smartphone apart from its competitors and is part of Apple's ________ strategy.

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

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

Variables such as statistical area,the North American Industry Classification System (NAICS)code,and usage rate are all examples of ways to

If Wendy's customers are buying an eating experience,which of the following would make the most sense for grouping the products Wendy's sells?

Which of the following is a criterion used in forming market segments?

Nike employs a ________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Marketing synergies often come at the expense of product synergies because

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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