Question 1

Identify the four major categories of segmentation of variables for consumer products,and give three examples of each.

Accepted Answer

The answer of Identify the four major categories of segmentation...

Question 2

When marketing research shows that a group of people does not desire a particular product,the people in that group

Accepted Answer

A)  are a market. 
B)  do not have the ability to purchase the product. 
C)  do not have the authority to purchase the product. 
D)  are not a market for the product. 
E)  are a market but will not purchase the product. 
A)  are a market. 
B)  do not have the ability to purchase the product. 
C)  do not have the authority to purchase the product. 
D)  are not a market for the product. 
E)  are a market but will not purchase the product.

Question 3

If PepsiCo and Coca-Cola use celebrities to challenge the taste of the other firm's cola,this is referred to as ____ positioning.

Accepted Answer

A)  direct 
B)  focused 
C)  head-to-head 
D)  avoidance 
E)  parallel 
A)  direct 
B)  focused 
C)  head-to-head 
D)  avoidance 
E)  parallel

Question 4

Individuals,groups,or organizations with one or more similar characteristics that cause them to have similar product needs are classified as

Accepted Answer

A)  market segments. 
B)  heterogeneous markets. 
C)  concentrated markets. 
D)  demographic segments. 
E)  strategic segments. 
A)  market segments. 
B)  heterogeneous markets. 
C)  concentrated markets. 
D)  demographic segments. 
E)  strategic segments.

Question 5

Sales forecasts are always long-range in nature.

Accepted Answer

A) True 
 B)False

Question 6

Any group of people who,as individuals or as organizations,have needs for products in a product class and who have the ability,willingness,and authority to buy such products is a(n)

Accepted Answer

A)  business market. 
B)  market. 
C)  undifferentiated market 
D)  segmented market 
E)  market variable 
A)  business market. 
B)  market. 
C)  undifferentiated market 
D)  segmented market 
E)  market variable

Question 7

A marketer that targets customers based on marital status and the presence and age of children is using

Accepted Answer

A)  behavioristic segmentation. 
B)  lifestyle variables. 
C)  psychographic variables. 
D)  family life cycle. 
E)  phase of life segmentation. 
A)  behavioristic segmentation. 
B)  lifestyle variables. 
C)  psychographic variables. 
D)  family life cycle. 
E)  phase of life segmentation.

Question 8

Consideration of the firm's overall objectives usually does not influence the final selection of a target market segment.

Accepted Answer

A) True 
 B)False

Question 9

Use the following to answer the questions.
Lil' Angels Kids Spa offers various treatments designed to appeal to the younger customer.Treatment options include manicures,pedicures,facials,tea parties,and dress up photos.Parents can even purchase a birthday party package.Lil' Angels offers its services only to girls under the age of 14.Originally begun in Delaware,Lil' Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17.The company realizes that some changes may be needed.For example,management wants to find out if the older girls will be interested in their birthday party and tea party services.
-Refer to Scenario 5.1.Which of the following bases is Lil' Angels using to segment its market?

Accepted Answer

A)  behavioristic 
B)  frequency of use 
C)  age 
D)  income 
E)  family life cycle 
A)  behavioristic 
B)  frequency of use 
C)  age 
D)  income 
E)  family life cycle

Question 10

The division of a market according to what benefits consumers want from the product is called ____ segmentation.

Accepted Answer

A)  behavioristic 
B)  product usage 
C)  benefit 
D)  end-purpose 
E)  advantage 
A)  behavioristic 
B)  product usage 
C)  benefit 
D)  end-purpose 
E)  advantage

Question 11

The types of surveys used to forecast sales are customer,executive,and competitor surveys.

Accepted Answer

A) True 
 B)False

Question 12

In a customer survey,a marketer would question customers about the types and quantities of products they intend to buy during a specific time period.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an example of a behavioristic segmentation variable?

Accepted Answer

A)  Family size 
B)  Climate 
C)  Age 
D)  Usage rate 
E)  Personality characteristics 
A)  Family size 
B)  Climate 
C)  Age 
D)  Usage rate 
E)  Personality characteristics

Question 14

Subaru is producing a new crossover van with all-wheel drive.Which of the following would be a likely variable for segmenting the market for this new model?

Accepted Answer

A)  Religion 
B)  Geographic location 
C)  Income 
D)  Political views 
E)  Ethnicity 
A)  Religion 
B)  Geographic location 
C)  Income 
D)  Political views 
E)  Ethnicity

Question 15

When a firm designs a single marketing mix and directs it at an entire market for a particular product,the company is using a(n)____ strategy.

Accepted Answer

A)  concentrated targeting 
B)  differentiated 
C)  heterogeneous market 
D)  undifferentiated 
E)  single mix 
A)  concentrated targeting 
B)  differentiated 
C)  heterogeneous market 
D)  undifferentiated 
E)  single mix

Question 16

One limitation of the sales force survey technique is that salespeople often believe that their sales goals are determined by their sales estimates.

Accepted Answer

A) True 
 B)False

Question 17

When evaluating market segments,which three major issues should be considered?

Accepted Answer

When evaluating market segments, busines

Question 18

Using the breakdown approach to sales potential,estimates are made

Accepted Answer

A)  by referring to specific geographic factors. 
B)  by establishing levels of marketing effort that will be required to achieve specific levels of sales. 
C)  without reference to industry marketing efforts. 
D)  without reference to general economic conditions. 
E)  by starting with general economic conditions. 
A)  by referring to specific geographic factors. 
B)  by establishing levels of marketing effort that will be required to achieve specific levels of sales. 
C)  without reference to industry marketing efforts. 
D)  without reference to general economic conditions. 
E)  by starting with general economic conditions.

Question 19

A marketer can use regression analysis techniques to predict the sales of new products.

Accepted Answer

A) True 
 B)False

Question 20

The Sara Lee Company is attempting to forecast sales for a new ice cream cake.To come up with an accurate forecast,Sara Lee places the product in Atlanta supermarkets for a period of four months.In this instance,Sara Lee is using which forecasting method?

Accepted Answer

A)  Time series analysis 
B)  Market test 
C)  Executive judgment 
D)  Regression analysis 
E)  Survey 
A)  Time series analysis 
B)  Market test 
C)  Executive judgment 
D)  Regression analysis 
E)  Survey

Exam 5: Selecting Target Markets

Identify the four major categories of segmentation of variables for consumer products,and give three examples of each.

When marketing research shows that a group of people does not desire a particular product,the people in that group

If PepsiCo and Coca-Cola use celebrities to challenge the taste of the other firm's cola,this is referred to as ____ positioning.

Individuals,groups,or organizations with one or more similar characteristics that cause them to have similar product needs are classified as

Sales forecasts are always long-range in nature.

Any group of people who,as individuals or as organizations,have needs for products in a product class and who have the ability,willingness,and authority to buy such products is a(n)

A marketer that targets customers based on marital status and the presence and age of children is using

Consideration of the firm's overall objectives usually does not influence the final selection of a target market segment.

The division of a market according to what benefits consumers want from the product is called ____ segmentation.

The types of surveys used to forecast sales are customer,executive,and competitor surveys.

In a customer survey,a marketer would question customers about the types and quantities of products they intend to buy during a specific time period.

Which of the following is an example of a behavioristic segmentation variable?

Subaru is producing a new crossover van with all-wheel drive.Which of the following would be a likely variable for segmenting the market for this new model?

When a firm designs a single marketing mix and directs it at an entire market for a particular product,the company is using a(n)____ strategy.

One limitation of the sales force survey technique is that salespeople often believe that their sales goals are determined by their sales estimates.

When evaluating market segments,which three major issues should be considered?

Using the breakdown approach to sales potential,estimates are made

A marketer can use regression analysis techniques to predict the sales of new products.

The Sara Lee Company is attempting to forecast sales for a new ice cream cake.To come up with an accurate forecast,Sara Lee places the product in Atlanta supermarkets for a period of four months.In this instance,Sara Lee is using which forecasting method?

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters