Question 1

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches),it was using:

Accepted Answer

A) PRIZM segmentation 
B) geodemographic segmentation 
C) niche marketing strategy execution 
D) product differentiation 
E) a target market chart

Question 2

A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT:

Accepted Answer

A) substantiality 
B) accessibility 
C) identifiability and measurability 
D) complexity 
E) responsiveness

Question 3

What is the family life cycle (FLC)? Briefly describe the lifestyle and purchasing needs of consumers in the following FLC stages: (1)young single,(2)young married without children,(3)young married with children,(4)middle-aged married without children,and (5)older unmarried.

Accepted Answer

The answer of What is the family life cycle (FLC)?...

Question 4

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 5

A market is people or organizations that have:

Accepted Answer

A) the ability,willingness,and power to buy. 
B) a medium of exchange and products they desire. 
C) needs and wants and an ability and willingness to buy. 
D) unmet needs or wants and products or services that satisfy those unmet needs or wants. 
E) communication,financial,and capital resources.

Question 6

Elaine perceives Cadillac automobiles to be for older men,not for young professional women such as herself.Elaine's perception represents Cadillac's _____ in her mind.

Accepted Answer

A) status 
B) frame 
C) position 
D) role 
E) equity

Question 7

Miller Lite's long-running "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th-best advertising campaign in history.Miller Lite was using _____ segmentation in this ad campaign.

Accepted Answer

A) geographic 
B) demographics 
C) psychographics 
D) benefit 
E) usage rate

Question 8

Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father: Facts,Tips,and Advice for Dads-to-Be.It is an advice book for men whose partners are expecting a baby..What demographic variables have been used to define the market for this book?

Accepted Answer

A) Benefit desired and lifestyle 
B) Gender and family life cycle stage 
C) Age,gender,and personality 
D) Benefit desired and gender 
E) Usage-rate and lifestyle

Question 9

What is geodemographic segmentation? What is the result of geodemographic segmentation? Give one specific example that illustrates this type of segmentation.

Accepted Answer

The answer of What is geodemographic segmentation? What is the...

Question 10

Pocket-knife collector Sam Penley decided to open The Knife Depot,a store that sells pocket knives and related paraphernalia.After 18 months in business,Sam has noticed that most of his sales are to the same small group of customers (about 40 people)even though he has records to show there are over 200 active pocket-knife collectors within a 50-mile radius of his store.Sam's retailing experience is supportive of the:

Accepted Answer

A) optimizer principle 
B) min-max rule 
C) majority fallacy 
D) rule of demand 
E) 80/20 principle

Question 11

Discuss the four trends that will lead to the continuing growth of one-to-one marketing.

Accepted Answer

The answer of Discuss the four trends that will lead...

Question 12

Military Spouses is the only publication in the world that targets readers who are "married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n):

Accepted Answer

A) market base. 
B) selector base. 
C) identifier. 
D) segmentation base. 
E) discriminator base.

Question 13

The debate over gay marriages is causing a great deal of furor,but it has done little to deplete the importance of the affluent gay market to businesses.Georgia Pacific and Mitchell Gold,a furniture manufacturer,are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays.To these companies and others,lesbians and gays are a desirable:

Accepted Answer

A) market sample. 
B) target market. 
C) perceived market. 
D) functional market. 
E) market base.

Question 14

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 15

All of the following are criteria for successful market segmentation EXCEPT:

Accepted Answer

A) substantiality 
B) identifiability and measurability 
C) accountability 
D) accessibility 
E) responsiveness

Question 16

Colgate manufactures a fruit-flavored SpongeBob Squarepants toothpaste for kids.The age-based variable that distinguishes the market for this product is an example of _____ segmentation.

Accepted Answer

A) geographic 
B) demographic 
C) psychographic 
D) benefits 
E) usage rate

Question 17

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service.The resort is practicing:

Accepted Answer

A) firewall marketing 
B) one-to-one marketing 
C) an application of the 80/20 rule 
D) transactional marketing 
E) marketing through technology

Question 18

H&M plans to open a new store in Saudi Arabia.It will be staffed completely by women.Saudi Arabia has strict laws about women interacting with men other than their husbands,so only women will be permitted to shop there.Which type of demographic segmentation is H&M using?

Accepted Answer

A) Lifestyle 
B) Usage rate 
C) Benefit 
D) Age 
E) Gender

Question 19

Karry-Lite,the manufacturer of light-weight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." This slogan illustrates the use of _____ segmentation.

Accepted Answer

A) geodemographic 
B) benefit 
C) functional 
D) usage-rate 
E) feature-based

Question 20

Pharmaceutical firms have introduced new over-the-counter antacids that block the production of stomach acids while still marketing traditional antacids.Traditional antacids treat heartburn by neutralizing stomach acid.If sales of the new acid blockers reduce sales of the traditional antacids,then _____ has occurred.

Accepted Answer

A) demarketing 
B) cannibalization 
C) undifferentiation 
D) repositioning 
E) perceptual confusion

Exam 8: Segmenting and Targeting Markets

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches) ,it was using: