Question 1

_______ links market needs to an organization's marketing program.

Accepted Answer

A) Market segmentation 
B) Product design 
C) Marketing protocol 
D) Marketing mix development 
E) Product selection 
A) Market segmentation 
B) Product design 
C) Marketing protocol 
D) Marketing mix development 
E) Product selection

Question 2

Building open and honest relationships with communication is an example of one of Zappos's

Accepted Answer

A) target markets. 
B) best practices being adapted from its new owner,Amazon.com. 
C) ten core values. 
D) supplier requirements. 
E) long-term goals. 
A) target markets. 
B) best practices being adapted from its new owner,Amazon.com. 
C) ten core values. 
D) supplier requirements. 
E) long-term goals.

Question 3

Segmentation based on what product features are important to different customers is a form of

Accepted Answer

A) demographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) geographic segmentation. 
E) socioeconomic segmentation. 
A) demographic segmentation. 
B) behavioral segmentation. 
C) psychographic segmentation. 
D) geographic segmentation. 
E) socioeconomic segmentation.

Question 4

The primary focus of Zappos's market segmentation strategy is to sell

Accepted Answer

A) shoes and other products to people who will buy them online and like to use mobile technology. 
B) a wide selection of leather shoes and boots to high-end retailers. 
C) all types of shoes,accessories,and clothing to department and fashion discount stores for reasonable prices. 
D) Spanish novelties and accessories to organizations that typically resell them. 
E) shoes in its own retail stores to those who prefer face-to-face interaction. 
A) shoes and other products to people who will buy them online and like to use mobile technology. 
B) a wide selection of leather shoes and boots to high-end retailers. 
C) all types of shoes,accessories,and clothing to department and fashion discount stores for reasonable prices. 
D) Spanish novelties and accessories to organizations that typically resell them. 
E) shoes in its own retail stores to those who prefer face-to-face interaction.

Question 5

Small athletic shoe manufacturers such as Vans target niche markets like street culture or action sports enthusiasts,making shoes designed to satisfy the needs of these different specific groups of customers.This strategy is an example of

Accepted Answer

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

Question 6

Region and city size are both variables used to employ ________ segmentation.

Accepted Answer

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

Question 7

Product positioning refers to

Accepted Answer

A) an outdated concept that assigns product value by association with social class. 
B) the place a product offering occupies in consumers' minds on important attributes. 
C) the competitive advantage of one product over another. 
D) changing the place a product occupies in a consumer's mind relative to competitive products. 
E) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets. 
A) an outdated concept that assigns product value by association with social class. 
B) the place a product offering occupies in consumers' minds on important attributes. 
C) the competitive advantage of one product over another. 
D) changing the place a product occupies in a consumer's mind relative to competitive products. 
E) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.

Question 8

Changing the place an offering occupies in a consumer's mind relative to competitive products is referred to as

Accepted Answer

A) product placement. 
B) perceptual mapping. 
C) product positioning. 
D) product repositioning. 
E) product differentiation. 
A) product placement. 
B) perceptual mapping. 
C) product positioning. 
D) product repositioning. 
E) product differentiation.

Question 9

Describe the four general bases that are used to segment consumer markets.

Accepted Answer

The four general bases of segmentation a

Question 10

The ultimate criterion for an organization's marketing success is that ________ as a result of increased synergies.

Accepted Answer

A) costs decrease 
B) market share increases 
C) product deficiencies decrease 
D) customers should be better off 
E) new products flourish 
A) costs decrease 
B) market share increases 
C) product deficiencies decrease 
D) customers should be better off 
E) new products flourish

Question 11

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A) order customization. 
B) a one product,one market segment strategy. 
C) synergistic marketing. 
D) build-to-order. 
E) specialty customization. 
A) order customization. 
B) a one product,one market segment strategy. 
C) synergistic marketing. 
D) build-to-order. 
E) specialty customization.

Question 12

Which of the following is a basis used to segment U.S.organizational markets?

Accepted Answer

A) geographic 
B) psychographic 
C) income 
D) prospects 
E) education 
A) geographic 
B) psychographic 
C) income 
D) prospects 
E) education

Question 13

Explain the difference between mass customization and build-to-order.

Accepted Answer

Mass customization involves tailoring go

Question 14

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Accepted Answer

A) The groupings increase the number of market-product combinations on the market-product grid,which makes it a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly,creating time utility. 
C) The products are grouped so people can relate to them in a more meaningful way when they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Suppliers get preferential treatment based upon the number of different UPCs they provide. 
A) The groupings increase the number of market-product combinations on the market-product grid,which makes it a more manageable framework for subsequent analysis. 
B) This form of product groupings makes it easier for customers to get in and out of the store more quickly,creating time utility. 
C) The products are grouped so people can relate to them in a more meaningful way when they shop. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
E) Suppliers get preferential treatment based upon the number of different UPCs they provide.

Question 15

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Accepted Answer

A) pay attention to marketing messages. 
B) respond similarly to a marketing action. 
C) be responsive to marketing research. 
D) use the same payment methods. 
E) comply with the organization's core values. 
A) pay attention to marketing messages. 
B) respond similarly to a marketing action. 
C) be responsive to marketing research. 
D) use the same payment methods. 
E) comply with the organization's core values.

Question 16

Which of the following statements regarding when and how to segment markets is most accurate?

Accepted Answer

A) Even if a firm finds uniform needs across all users,it should take advantage of the method to avoid falling behind its competitors. 
B) Market segmentation is only feasible for large corporations;small businesses don't have the resources to engage in the process. 
C) Governments should not attempt market segmentation because the strategy is only applicable for consumer and organizational markets. 
D) If a business firm goes to the trouble and expense of segmenting its markets,it expects to increase its sales,profits,and return on investment. 
E) Market segmentation strategies work less than 10 percent of the time. 
A) Even if a firm finds uniform needs across all users,it should take advantage of the method to avoid falling behind its competitors. 
B) Market segmentation is only feasible for large corporations;small businesses don't have the resources to engage in the process. 
C) Governments should not attempt market segmentation because the strategy is only applicable for consumer and organizational markets. 
D) If a business firm goes to the trouble and expense of segmenting its markets,it expects to increase its sales,profits,and return on investment. 
E) Market segmentation strategies work less than 10 percent of the time.

Question 17

Which of the following statements about Zappos is most accurate?

Accepted Answer

A) Zappos limits its inventory to a selection of high-end fashion footwear. 
B) Zappos makes recommendations for purchases based on past ones and even the device being used to shop. 
C) Zappos can guarantee overnight shipping to all its customers because they know ahead of time what they will be charged for express service. 
D) Zappos is so successful because it has chosen a single mission to "sell shoes and only shoes." 
E) Zappos offers a 30/60/90 return policy whereby refunds are based on how long you have had the shoes. 
A) Zappos limits its inventory to a selection of high-end fashion footwear. 
B) Zappos makes recommendations for purchases based on past ones and even the device being used to shop. 
C) Zappos can guarantee overnight shipping to all its customers because they know ahead of time what they will be charged for express service. 
D) Zappos is so successful because it has chosen a single mission to "sell shoes and only shoes." 
E) Zappos offers a 30/60/90 return policy whereby refunds are based on how long you have had the shoes.

Question 18

Figure 9-11
  
-Which of these is collected from consumers to develop a product's perceptual map?

Accepted Answer

A) consumer judgments about the important attributes for a product or brand class 
B) a listing of all prospective brands and products 
C) managerial judgments about how consumers perceive products 
D) rank order of the ratings of an existing brand's preference relative to its competitors 
E) detailed explanations of why consumers make the choices they do 
A) consumer judgments about the important attributes for a product or brand class 
B) a listing of all prospective brands and products 
C) managerial judgments about how consumers perceive products 
D) rank order of the ratings of an existing brand's preference relative to its competitors 
E) detailed explanations of why consumers make the choices they do

Question 19

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent)of its clients generated more than three-quarters (or 75 percent)of its fees and commissions.This is an example of what classic concept?

Accepted Answer

A) the two quarter gap 
B) the 80/20 rule 
C) the law of usage 
D) the 75/25 exchange 
E) Paget's Law 
A) the two quarter gap 
B) the 80/20 rule 
C) the law of usage 
D) the 75/25 exchange 
E) Paget's Law

Question 20

Explain the 80/20 rule.

Accepted Answer

Usage rate is sometimes referred to in t

Exam 9: Market Segmentation, targeting, and Positioning

_______ links market needs to an organization's marketing program.

Building open and honest relationships with communication is an example of one of Zappos's

Segmentation based on what product features are important to different customers is a form of

The primary focus of Zappos's market segmentation strategy is to sell

Small athletic shoe manufacturers such as Vans target niche markets like street culture or action sports enthusiasts,making shoes designed to satisfy the needs of these different specific groups of customers.This strategy is an example of

Region and city size are both variables used to employ ________ segmentation.

Product positioning refers to

Changing the place an offering occupies in a consumer's mind relative to competitive products is referred to as

Describe the four general bases that are used to segment consumer markets.

The ultimate criterion for an organization's marketing success is that ________ as a result of increased synergies.

Manufacturing a product only when there is an order from a customer is referred to as

Which of the following is a basis used to segment U.S.organizational markets?

Explain the difference between mass customization and build-to-order.

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Which of the following statements regarding when and how to segment markets is most accurate?

Which of the following statements about Zappos is most accurate?

Figure 9-11 -Which of these is collected from consumers to develop a product's perceptual map?

Todd Harris and Associates,a New York sales promotion agency,discovered from an analysis of its files that one-quarter (or 25 percent)of its clients generated more than three-quarters (or 75 percent)of its fees and commissions.This is an example of what classic concept?

Explain the 80/20 rule.

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

Filters