Question 1

To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.

Accepted Answer

The answer of To be useful,a segmentation scheme must produce...

Question 2

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentation.

Accepted Answer

A)  Geodemographic segmentation 
B)  Microsegmentation 
C)  Sociocultural clustering 
D)  Acculturation 
E)  Lifestyle segmentation

Question 3

Many people find it difficult to peel hard-boiled eggs.Eggies is a kitchen gadget designed to help make cooking hard boiled eggs quicker and easier.The product allows customers to hard-boil eggs without the shell.Consumers simply crack an egg,pour it into the plastic "Eggie," boil,then twist to enjoy hard-boiled eggs without the messy peeling of the eggshell after they're done.Eggies is using _____ segmentation.

Accepted Answer

A)  usage-rate 
B)  demographic 
C)  geodemographic 
D)  competitive 
E)  benefit

Question 4

Fisher-Price developed a line of toys for infants in China.Babies make up the market for these products.

Accepted Answer

A) True 
 B)False

Question 5

A health club has a new fitness program for expectant mothers.After fliers were placed at the offices of area obstetricians,classes filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

Accepted Answer

A)  Substantiality 
B)  Identifiability 
C)  Measurability 
D)  Causality 
E)  Responsiveness

Question 6

Mercedes-Benz
Daimler AG,the maker of Mercedes-Benz automobiles,is planning to launch a new line of downsized luxury vehicles in the United States by 2012.Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles.With increasing fuel prices and stricter U.S.fuel-economy standards coming down the pipeline,Daimler doesn't want to be left behind.Daimler is behind its competition,though.Its German rivals,Audi and BMW,have been relatively successful in the U.S.BMW's Mini Cooper,demanding as much as $34,000,has already driven away with some of Daimler's potential sales.While Daimler already offers the Smart car in the U.S. ,the new offerings will not be going after the same consumer
-Refer to Mercedes-Benz.Which positioning base will Daimler be using if the company emphasizes the type of people who buy Mercedes-Benz automobiles in its promotional efforts?

Accepted Answer

A)  Product user 
B)  Emotion 
C)  Price and quality 
D)  Attribute 
E)  Use or application

Question 7

The business market consists of four broad segments: producers,resellers,governments,and regions.

Accepted Answer

A) True 
 B)False

Question 8

Explain what is meant by positioning and describe the bases marketers use to position products and services.

Accepted Answer

The answer of Explain what is meant by positioning and...

Question 9

U.S.paint manufacturers traditionally use different formulae for developing paint to be used in the humid Southeast,the frigid Midwest,and the hot and dry Southwest.This is an example of how demographic segmentation is used.

Accepted Answer

A) True 
 B)False

Question 10

Marketers at Queen City Awning are deciding how much to charge for the company's new line of custom-made awnings.In which stage of the market segmentation process is Queen City Awning?

Accepted Answer

A)  select a market or product category for study 
B)  select target markets 
C)  design,implement,and maintain appropriate marketing mixes 
D)  choose a basis for segmenting the market 
E)  profile and analyze segments

Question 11

Ford Motor Company produces passenger cars,commercial trucks and specialty vehicles,performance vehicles,and race cars.Ford uses a procedure called _____ to divide its large market.

Accepted Answer

A)  micromarketing 
B)  positioning 
C)  market segmentation 
D)  cannibalization 
E)  perceptual mapping

Question 12

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?

Accepted Answer

The answer of What is usage-rate segmentation? What is the...

Question 13

When a firm uses a concentrated targeting strategy,it can:

Accepted Answer

A)  view the total market as receptive to its product 
B)  offer a highly specialized marketing mix 
C)  reach customers in two or more segments that might otherwise be missed 
D)  avoid the danger of putting all resources in one micromarket 
E)  concentrate on one generalized product to fit the mass market,maximizing sales volume

Question 14

While it is important to understand potential business customers' buying processes,this is not a helpful segmentation basis.

Accepted Answer

A) True 
 B)False

Question 15

The basic goal of one-to-one marketing is to:

Accepted Answer

A)  increase the market for the product category to new and current customers 
B)  eliminate the use of mass media for promotion and locate a direct communications channel 
C)  increase operating costs and locate new customers 
D)  reduce the number of company employees and increase overall sales 
E)  reduce costs through customer retention and increase revenue through customer loyalty

Question 16

The marketing researcher for Bubastis Cat Treats has noticed an growing number of cat owners purchasing organic treats for their pets.The researcher thinks there is a market for organic cat treats,but she's not sure if the segment is substantial.In this case,substantiality means the segment:

Accepted Answer

A)  has enough special stores,magazines,and other outlets that it will be possible to direct advertisements at this group 
B)  is large enough to permit a profitable market effort toward its members 
C)  exhibits a response rate to marketing variables different from the rates of other segments 
D)  is too large and needs to be reduced to a more easily identifiable and measurable size 
E)  will be difficult to develop a product to match this group of buyers

Exam 8: Segmenting and Targeting Markets

To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.

_____ is a method that clusters potential customers into neighborhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentation.

Fisher-Price developed a line of toys for infants in China.Babies make up the market for these products.

A health club has a new fitness program for expectant mothers.After fliers were placed at the offices of area obstetricians,classes filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

The business market consists of four broad segments: producers,resellers,governments,and regions.

Explain what is meant by positioning and describe the bases marketers use to position products and services.

U.S.paint manufacturers traditionally use different formulae for developing paint to be used in the humid Southeast,the frigid Midwest,and the hot and dry Southwest.This is an example of how demographic segmentation is used.

Marketers at Queen City Awning are deciding how much to charge for the company's new line of custom-made awnings.In which stage of the market segmentation process is Queen City Awning?

Ford Motor Company produces passenger cars,commercial trucks and specialty vehicles,performance vehicles,and race cars.Ford uses a procedure called _____ to divide its large market.

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?

When a firm uses a concentrated targeting strategy,it can:

While it is important to understand potential business customers' buying processes,this is not a helpful segmentation basis.

The basic goal of one-to-one marketing is to:

The marketing researcher for Bubastis Cat Treats has noticed an growing number of cat owners purchasing organic treats for their pets.The researcher thinks there is a market for organic cat treats,but she's not sure if the segment is substantial.In this case,substantiality means the segment: