Question 1

Clarita's PRIZM is a geodemographic source that shows how this type of service has become more science than art.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following does NOT pertain to a generation?

Accepted Answer

A) the number of people in any age group 
B) people who share formative experiences 
C) people who share attitudes 
D) 20 years and extends more than a decade 
E) people with a common history 
A) the number of people in any age group 
B) people who share formative experiences 
C) people who share attitudes 
D) 20 years and extends more than a decade 
E) people with a common history

Question 3

According to Saatchi & Saatchi, cities may be selected to test market a product for the following reason.

Accepted Answer

A) The city's demographics fall within 10% of the national average. 
B) The city is not isolated. 
C) Local media is relatively inexpensive. 
D) Citizens usually are not loyal to any particular brand. 
E) Supermarkets routinely give new products display space. 
A) The city's demographics fall within 10% of the national average. 
B) The city is not isolated. 
C) Local media is relatively inexpensive. 
D) Citizens usually are not loyal to any particular brand. 
E) Supermarkets routinely give new products display space.

Question 4

Which of the following does NOT apply to the Hispanic population in the United States?

Accepted Answer

A) By 2010, Hispanics will be about 16 percent of the population. 
B) They have various cultural differences based on their countries of origin. 
C) About 50 percent of Hispanic people come from Central and South America. 
D) By 2050, Hispanics will be about 30 percent of the total U.S. population. 
E) Hispanics can be of any race. 
A) By 2010, Hispanics will be about 16 percent of the population. 
B) They have various cultural differences based on their countries of origin. 
C) About 50 percent of Hispanic people come from Central and South America. 
D) By 2050, Hispanics will be about 30 percent of the total U.S. population. 
E) Hispanics can be of any race.

Question 5

Discuss generational marketing, being sure to highlight what determines distinct generational groups.

Accepted Answer

Generational marketing is the practice o

Question 6

In positioning, you must:

Accepted Answer

A) avoid segmentation. 
B) fit the product into the lifestyle of the buyer. 
C) minimize advertising. 
D) never modify the product in order to keep niche clients loyal. 
E) do pretesting and posttesting. 
A) avoid segmentation. 
B) fit the product into the lifestyle of the buyer. 
C) minimize advertising. 
D) never modify the product in order to keep niche clients loyal. 
E) do pretesting and posttesting.

Question 7

For target marketing purposes, provide a meaningful snapshot of the African-American population as indicated mainly by recent U.S. Census Bureau information.

Accepted Answer

The African-American population in the U

Question 8

Which of the following is NOT a component of a situation analysis?

Accepted Answer

A) SWOT analysis 
B) assumptions regarding the future 
C) objective setting 
D) analysis of major issues 
E) a description of the present situation 
A) SWOT analysis 
B) assumptions regarding the future 
C) objective setting 
D) analysis of major issues 
E) a description of the present situation

Question 9

For target marketing purposes, provide a meaningful snapshot of the Hispanic population as indicated mainly by recent U.S. Census Bureau information.

Accepted Answer

The Hispanic population in the United St

Question 10

The oldest form of segmentation is geographic.

Accepted Answer

A) True 
 B)False

Question 11

The 80/20 rule is the key principle to remember when you think of "heavy users" even though exact figures vary with each product and product category.

Accepted Answer

A) True 
 B)False

Question 12

Which characteristic below does NOT pertain to the Asian and Pacific Islander population in the United States?

Accepted Answer

A) 44 percent of Asian women have a bachelor's degree. 
B) 51 percent of men have a bachelor's degree. 
C) about 5 percent of total population 
D) Population figure is about 14 million. 
E) largest minority segment 
A) 44 percent of Asian women have a bachelor's degree. 
B) 51 percent of men have a bachelor's degree. 
C) about 5 percent of total population 
D) Population figure is about 14 million. 
E) largest minority segment

Question 13

A ________ is a group of individuals who have a demographic statistic in common, making it easier to package them into a way that's easier to measure.

Accepted Answer

The answer of A ________ is a group of individuals...

Question 14

The number one test market city that represents American consumers as a whole is:

Accepted Answer

A) Cincinnati, OH. 
B) Albany, NY. 
C) Baltimore, MD. 
D) New York City. 
E) Rochester, NY. 
A) Cincinnati, OH. 
B) Albany, NY. 
C) Baltimore, MD. 
D) New York City. 
E) Rochester, NY.

Question 15

Which of the following terms have been used to describe what is now the broader, more inclusive term, multicultural marketing?

Accepted Answer

A) social marketing 
B) cultural marketing 
C) minority marketing 
D) life-style marketing 
E) demographic marketing 
A) social marketing 
B) cultural marketing 
C) minority marketing 
D) life-style marketing 
E) demographic marketing

Question 16

Psychographic research is valuable to advertisers because it can be used to determine people's media preferences.

Accepted Answer

A) True 
 B)False

Question 17

Called ________, this is the recent trend of increasingly cohesive alternative communities sharing common values and passions.

Accepted Answer

The answer of Called ________, this is the recent trend...

Question 18

The satisfactions customers derive from a product can be functional and psychological.

Accepted Answer

A) True 
 B)False

Question 19

A category of market segmentation that is the oldest form.

Accepted Answer

A) product-user 
B) geographic 
C) brand loyalty 
D) lifestyle 
E) attitude and benefits 
A) product-user 
B) geographic 
C) brand loyalty 
D) lifestyle 
E) attitude and benefits

Question 20

Which characteristic below does NOT pertain to the African American population?

Accepted Answer

A) second-largest minority segment 
B) consumer buying power is $913 billion in 2008 
C) about 46 percent are home owners 
D) own 824,000 businesses 
E) largest minority segment 
A) second-largest minority segment 
B) consumer buying power is $913 billion in 2008 
C) about 46 percent are home owners 
D) own 824,000 businesses 
E) largest minority segment

Exam 4: Target Marketing

Clarita's PRIZM is a geodemographic source that shows how this type of service has become more science than art.

Which of the following does NOT pertain to a generation?

According to Saatchi & Saatchi, cities may be selected to test market a product for the following reason.

Which of the following does NOT apply to the Hispanic population in the United States?

Discuss generational marketing, being sure to highlight what determines distinct generational groups.

In positioning, you must:

For target marketing purposes, provide a meaningful snapshot of the African-American population as indicated mainly by recent U.S. Census Bureau information.

Which of the following is NOT a component of a situation analysis?

For target marketing purposes, provide a meaningful snapshot of the Hispanic population as indicated mainly by recent U.S. Census Bureau information.

The oldest form of segmentation is geographic.

The 80/20 rule is the key principle to remember when you think of "heavy users" even though exact figures vary with each product and product category.

Which characteristic below does NOT pertain to the Asian and Pacific Islander population in the United States?

A ________ is a group of individuals who have a demographic statistic in common, making it easier to package them into a way that's easier to measure.

The number one test market city that represents American consumers as a whole is:

Which of the following terms have been used to describe what is now the broader, more inclusive term, multicultural marketing?

Psychographic research is valuable to advertisers because it can be used to determine people's media preferences.

Called ________, this is the recent trend of increasingly cohesive alternative communities sharing common values and passions.

The satisfactions customers derive from a product can be functional and psychological.

A category of market segmentation that is the oldest form.

Which characteristic below does NOT pertain to the African American population?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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