Question 1

When Apple marketed its iPod to teens, it used a personality segmentation variable.

Accepted Answer

A) True 
 B)False

Question 2

Using a ________ targeting strategy, a company develops one or more products for each of several customer groups with different product needs.

Accepted Answer

A)  fragmented 
B)  homogeneous 
C)  custom 
D)  differentiated 
E)  mass customization

Question 3

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting?

Accepted Answer

A)  undifferentiated targeting 
B)  differentiated targeting 
C)  target marketing 
D)  concentrated targeting 
E)  mass customization

Question 4

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

Accepted Answer

The answer of Explain why correctly segmenting and then targeting...

Question 5

Demographic variables are so frequently used in market segmentation because they ________.

Accepted Answer

A)  create smaller segments than other methods do 
B)  create more easily reached segments than other methods do 
C)  do not involve stereotypes 
D)  are easy to measure in comparison to many other methods 
E)  involve fewer attributes to consider than other methods do

Question 6

Which of the following is the best example of the long tail approach to selling?

Accepted Answer

A)  Nearly 20 percent of the videos delivered by Netflix are older or obscure titles from its vast collection of videos. 
B)  Kraft Foods focuses on the 20 percent of U.S. households that purchase 80 percent of the Miracle Whip the company markets. 
C)  Barnes & Noble stocks the most popular books and magazines in its retail stores. 
D)  Google lets advertisers target certain ads to certain segments of search engine users. 
E)  Staples segments its business-to-business markets based on sales volume.

Question 7

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets.

Accepted Answer

A)  value analysis 
B)  social class 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic

Question 8

The 20 percent of U.S. households that have the highest incomes have more discretionary spending than other market segments.

Accepted Answer

A) True 
 B)False

Question 9

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Accepted Answer

A)  The market has many competitors. 
B)  The product or service has wide appeal. 
C)  Growth of the market has stabilized. 
D)  The market is slowly shrinking. 
E)  The market has a few strong competitors.

Question 10

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Accepted Answer

A)  to more efficiently focus on customer relationship management 
B)  to remove the need for positioning 
C)  to move a product to the next stage of its product life cycle 
D)  to take advantage of economies of scale 
E)  to reach the underserved "bottom-of-the-pyramid" consumers

Question 11

A perceptual map is used to ________.

Accepted Answer

A)  compare and contrast consumer psychographic segments 
B)  create consumer cross-tabulations for marketing research 
C)  locate consumers within a geographic information system 
D)  determine how consumers position products in relation to one another 
E)  identify the critical stage of the targeting process for the marketer

Question 12

Explain the major steps in the target marketing process.

Accepted Answer

The answer of Explain the major steps in the target...

Question 13

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners.

Accepted Answer

A)  geodemography 
B)  cultural diversity 
C)  ethnic segmentation 
D)  psychography 
E)  social networking

Question 14

Used as a measure of a customer's bond and loyalty to a product, ________ identifies and cultivates relationships with customers who are likely to buy a product repeatedly and recommend it to others.

Accepted Answer

A)  geodemographic segmentation 
B)  the 80/20 rule 
C)  the long tail 
D)  customer stickiness 
E)  geotargeting

Question 15

Which of the following is the narrowest strategy?

Accepted Answer

A)  undifferentiated targeting 
B)  customized marketing 
C)  differentiated targeting 
D)  concentrated targeting 
E)  mass marketing

Question 16

Loyalty programs such as Marriott Rewards and American Airlines Advantage are examples of segmentation by ________.

Accepted Answer

A)  usage rate 
B)  occasion 
C)  geodemography 
D)  psychographics 
E)  geotargeting

Question 17

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Accepted Answer

A)  Generation Y 
B)  Generation X 
C)  Baby boomers 
D)  Millennials 
E)  Generation Z

Question 18

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

Accepted Answer

A)  undifferentiated targeting 
B)  homogeneous 
C)  customized marketing 
D)  bottom-of-the-pyramid 
E)  differentiated targeting

Question 19

Hispanic Americans are the fastest-growing minority group in the United States.

Accepted Answer

A) True 
 B)False

Question 20

People's diverse interests and backgrounds in modern society divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.

Accepted Answer

A)  market aggregation 
B)  market positioning 
C)  economic aggregation 
D)  differentiation 
E)  market fragmentation

Exam 7: Segmentation, Target Marketing, and Positioning

When Apple marketed its iPod to teens, it used a personality segmentation variable.

Using a ________ targeting strategy, a company develops one or more products for each of several customer groups with different product needs.

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting?

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

Demographic variables are so frequently used in market segmentation because they ________.

Which of the following is the best example of the long tail approach to selling?

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets.

The 20 percent of U.S. households that have the highest incomes have more discretionary spending than other market segments.

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios?

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

A perceptual map is used to ________.

Explain the major steps in the target marketing process.

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners.

Used as a measure of a customer's bond and loyalty to a product, ________ identifies and cultivates relationships with customers who are likely to buy a product repeatedly and recommend it to others.

Which of the following is the narrowest strategy?

Loyalty programs such as Marriott Rewards and American Airlines Advantage are examples of segmentation by ________.

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

Hispanic Americans are the fastest-growing minority group in the United States.

People's diverse interests and backgrounds in modern society divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.