Question 1

Of the various methods for segmenting consumers,which of the following is the one that delves into how consumers describe themselves?

Accepted Answer

A)  Geographic segmentation 
B)  Benefit segmentation 
C)  Demographic segmentation 
D)  Loyalty segmentation 
E)  Psychographic segmentation 
A)  Geographic segmentation 
B)  Benefit segmentation 
C)  Demographic segmentation 
D)  Loyalty segmentation 
E)  Psychographic segmentation

Question 2

The concept of being responsive as a prerequisite for market segmentation refers to the fact that:

Accepted Answer

A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers should be high enough to generate substantial profits. 
E)  market segments should overlap to a great extent to facilitate marketing mix activities. 
A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers should be high enough to generate substantial profits. 
E)  market segments should overlap to a great extent to facilitate marketing mix activities.

Question 3

Competition-based positioning emphasizes the psychological meaning of a brand to consumers.

Accepted Answer

A) True 
 B)False

Question 4

Firms can choose a differentiation strategy by going after a less competitive,smaller market niche.

Accepted Answer

A) True 
 B)False

Question 5

A sports goods manufacturing company has started creating marketing campaigns to specifically target the female market.In this case,the segmentation approach used by the company is:

Accepted Answer

A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation. 
A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation.

Question 6

Jimmy's Own Inc.introduces different kinds of snacks for the Asian and European market.In the context of segmentation bases,this is an example of:

Accepted Answer

A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation. 
A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation.

Question 7

Benefit segmentation refers to the segmentation of consumers based on:

Accepted Answer

A)  the worth they get from products or services. 
B)  where they live. 
C)  how they describe themselves. 
D)  their lifestyle preferences. 
E)  easily measured,objective characteristics such as age,gender,income,and education. 
A)  the worth they get from products or services. 
B)  where they live. 
C)  how they describe themselves. 
D)  their lifestyle preferences. 
E)  easily measured,objective characteristics such as age,gender,income,and education.

Question 8

The entry of other players in the market persuaded Tinfol to divide its customer base into a variety of segments.The products offered to each of the segments varied.This is an example of a(n):

Accepted Answer

A)  differentiated targeting strategy. 
B)  ideal positioning strategy. 
C)  geodemographic targeting strategy. 
D)  mass customization strategy. 
E)  undifferentiated customization strategy. 
A)  differentiated targeting strategy. 
B)  ideal positioning strategy. 
C)  geodemographic targeting strategy. 
D)  mass customization strategy. 
E)  undifferentiated customization strategy.

Question 9

Demographic variables are often used for segmenting markets because it is relatively easy to gather demographic information.

Accepted Answer

A) True 
 B)False

Question 10

John is well educated and smart,and he has been promoted twice this year.He believes that success is defined by the amount of money you make and is proud to own a luxury car,live in a sprawling home on a six-acre estate,and wear expensive suits.John prefers to remain single as his career comes first.Within the VALS™ framework,John would best be classified as a(n):

Accepted Answer

A)  maker. 
B)  believer. 
C)  thinker. 
D)  striver. 
E)  achiever. 
A)  maker. 
B)  believer. 
C)  thinker. 
D)  striver. 
E)  achiever.

Question 11

Psychographic segmentation refers to the segmentation of consumers based on:

Accepted Answer

A)  the worth that consumers get from products or services. 
B)  where the consumers live. 
C)  how consumers describe themselves. 
D)  the consumers' educational qualification. 
E)  the consumers' objective characteristics such as age and gender. 
A)  the worth that consumers get from products or services. 
B)  where the consumers live. 
C)  how consumers describe themselves. 
D)  the consumers' educational qualification. 
E)  the consumers' objective characteristics such as age and gender.

Question 12

Which of the following is true of a perceptual map?

Accepted Answer

A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services. 
A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 13

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:

Accepted Answer

A)  mass customization. 
B)  brand repositioning. 
C)  perceptual mapping. 
D)  ideal positioning. 
E)  brand extension. 
A)  mass customization. 
B)  brand repositioning. 
C)  perceptual mapping. 
D)  ideal positioning. 
E)  brand extension.

Question 14

The image a person has of himself or herself is called:

Accepted Answer

A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  lifestyle. 
E)  self-moral. 
A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  lifestyle. 
E)  self-moral.

Question 15

Explain loyalty segmentation.

Accepted Answer

Firms have long known that it pays to re

Question 16

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:

Accepted Answer

A)  brand repositioning. 
B)  positioning. 
C)  perceptual mapping. 
D)  mass marketing. 
E)  micromarketing. 
A)  brand repositioning. 
B)  positioning. 
C)  perceptual mapping. 
D)  mass marketing. 
E)  micromarketing.

Question 17

Consumers buy many products and services because of their primary motivations-that is,how they see themselves in the world and how that self-image governs their activities.

Accepted Answer

A) True 
 B)False

Question 18

Explain the concept of positioning.

Accepted Answer

Positioning is the mental picture or per

Question 19

Ace Inc.is a company that sells clothes.It has two brand names,Ace 1 and Ace Kid.Each of these brands caters to the needs of two dissimilar market segments.There are varied strategies and products for the dissimilar groups.In this case,which targeting strategy is the company using?

Accepted Answer

A)  Differentiated 
B)  Specialized 
C)  Homogenous 
D)  Undifferentiated 
E)  Generalized 
A)  Differentiated 
B)  Specialized 
C)  Homogenous 
D)  Undifferentiated 
E)  Generalized

Question 20

A toothpaste manufacturer segments its target population based on the four characteristics of toothpaste that it believes a customer requires: economic worth,medicinal value,cosmetic value,and taste.In this case,the segmentation approach used by the manufacturer is:

Accepted Answer

A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  occasion segmentation. 
A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  occasion segmentation.

Of the various methods for segmenting consumers,which of the following is the one that delves into how consumers describe themselves?

The concept of being responsive as a prerequisite for market segmentation refers to the fact that:

Competition-based positioning emphasizes the psychological meaning of a brand to consumers.

Firms can choose a differentiation strategy by going after a less competitive,smaller market niche.

A sports goods manufacturing company has started creating marketing campaigns to specifically target the female market.In this case,the segmentation approach used by the company is:

Jimmy's Own Inc.introduces different kinds of snacks for the Asian and European market.In the context of segmentation bases,this is an example of:

Benefit segmentation refers to the segmentation of consumers based on:

The entry of other players in the market persuaded Tinfol to divide its customer base into a variety of segments.The products offered to each of the segments varied.This is an example of a(n):

Demographic variables are often used for segmenting markets because it is relatively easy to gather demographic information.

Psychographic segmentation refers to the segmentation of consumers based on:

Which of the following is true of a perceptual map?

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:

The image a person has of himself or herself is called:

Explain loyalty segmentation.

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:

Consumers buy many products and services because of their primary motivations-that is,how they see themselves in the world and how that self-image governs their activities.

Explain the concept of positioning.

Ace Inc.is a company that sells clothes.It has two brand names,Ace 1 and Ace Kid.Each of these brands caters to the needs of two dissimilar market segments.There are varied strategies and products for the dissimilar groups.In this case,which targeting strategy is the company using?

A toothpaste manufacturer segments its target population based on the four characteristics of toothpaste that it believes a customer requires: economic worth,medicinal value,cosmetic value,and taste.In this case,the segmentation approach used by the manufacturer is:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters

Exam 6: Business-To-Business Marketing

Of the various methods for segmenting consumers,which of the following is the one that delves into how consumers describe themselves?

The concept of being responsive as a prerequisite for market segmentation refers to the fact that:

Competition-based positioning emphasizes the psychological meaning of a brand to consumers.

Firms can choose a differentiation strategy by going after a less competitive,smaller market niche.

A sports goods manufacturing company has started creating marketing campaigns to specifically target the female market.In this case,the segmentation approach used by the company is:

Jimmy's Own Inc.introduces different kinds of snacks for the Asian and European market.In the context of segmentation bases,this is an example of:

Benefit segmentation refers to the segmentation of consumers based on:

The entry of other players in the market persuaded Tinfol to divide its customer base into a variety of segments.The products offered to each of the segments varied.This is an example of a(n):

Demographic variables are often used for segmenting markets because it is relatively easy to gather demographic information.

Psychographic segmentation refers to the segmentation of consumers based on:

Which of the following is true of a perceptual map?

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:

The image a person has of himself or herself is called:

Explain loyalty segmentation.

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:

Consumers buy many products and services because of their primary motivations-that is,how they see themselves in the world and how that self-image governs their activities.

Explain the concept of positioning.

Ace Inc.is a company that sells clothes.It has two brand names,Ace 1 and Ace Kid.Each of these brands caters to the needs of two dissimilar market segments.There are varied strategies and products for the dissimilar groups.In this case,which targeting strategy is the company using?

A toothpaste manufacturer segments its target population based on the four characteristics of toothpaste that it believes a customer requires: economic worth,medicinal value,cosmetic value,and taste.In this case,the segmentation approach used by the manufacturer is:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters