Question 1

Which of the following statements about the teen market is TRUE?

Accepted Answer

A) Teens represent half of all spending in the United States. 
B) Teens are technologically savvy and are very social consumers. 
C) Teens typically have very little influence over major family purchase decisions. 
D) Teens spend a considerable amount of money on health-related purchases. 
E) All of the above are true.

Question 2

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 3

Ad campaigns for Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

Accepted Answer

A) product class 
B) competitor 
C) product user 
D) product merits 
E) price and quality

Question 4

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with POWERade.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar and thus cannot be consumed by diabetics.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.The manufacturer of Champion Lyte has used _____ segmentation to identify its market.

Accepted Answer

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

Question 5

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 6

Sure Fit,Inc.has begun a rebranding strategy to let customers know it no longer only produces slipcovers but now also carries a line of rugs,window treatments,and bedding.Its _____ is described as women with average annual household income of $60,000 or more.

Accepted Answer

A) market audience 
B) market differentiation 
C) perceived market 
D) target market 
E) aggregated market

Question 7

What is a market segment? Define market segmentation and discuss why market segmentation is important to the well-being of most companies.

Accepted Answer

The answer of What is a market segment? Define market...

Question 8

A group of middle school students stop by a bicycle store.The store has just received a new shipment of high-end racing bicycles.The bicycles range in price from $1,200 to $3,000.All of the students want one of these new bikes,but none has the means to buy one.Is this group of consumers a potential market for the expensive bikes?

Accepted Answer

A) Yes,they are a potential market since they are all about the same age. 
B) No,they do not have the ability to purchase at this time. 
C) No,to qualify as a market,they must need the product. 
D) Yes,they are a market because this product could satisfy their consumer wants and desires. 
E) Yes,they are a market because this group shares relatively similar product needs and purchasing characteristics.

Question 9

Which of the following statements best describes the reason marketers find geodemographic segmentation so effective?

Accepted Answer

A) "A bird in the hand is worth two in the bush." 
B) "Every action has an opposite and equal reaction." 
C) "A rifle is more exact than a shotgun." 
D) "Don't put all of your eggs in one basket." 
E) "Birds of a feather flock together."

Question 10

A health club has a new fitness program for expectant mothers.After flyers 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 11

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

Accepted Answer

A) the growing number of customers who do not have time to spend shopping. 
B) the fact that consumers do not want to be treated like the masses. 
C) technology that allows the collection of detailed information on customers. 
D) consumers are loyal to companies and brands that have earned their loyalty and reinforce it at every purchase occasion. 
E) mass marketing is no longer appropriate,especially for consumer packaged-goods products.

Question 12

A research firm has conducted marketing research on the market for metal roofing for homes.The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighborhoods,and most subscribe to lifestyle magazines.If you were interpreting these results,you might suggest that the research firm:

Accepted Answer

A) conduct additional research because it has no idea about the measurability of its segments. 
B) examine the research report again to see if it can determine segment accessibility. 
C) conduct a follow-up analysis to determine if the segments it might choose would respond differently than other segments to its marketing strategy. 
D) not segment the concrete siding market because the only market for siding is contractors who build the homes. 
E) segment the concrete siding market based on the information provided and concentrate its efforts on suburban homeowners between ages 25 and 54 years who read lifestyle magazines.

Question 13

Marketers use a variety of terms to refer to different age groups.Name several examples and describe some characteristics of each.

Accepted Answer

The answer of Marketers use a variety of terms to...

Question 14

Home Cookin' Catering would like to improve customer satisfaction and increase repeat business.When you ask the owners to describe a typical customer,they say it is impossible and explain that with corporate functions,family affairs,and fund-raisers,they do not have a typical customer.You suggest it is time for market segmentation because:

Accepted Answer

A) it will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment 
B) the company needs to reduce the size of the market it serves 
C) the company needs to learn how to group these markets together into one market to serve all of them adequately 
D) it will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market 
E) this will position the company in the minds of its consumers as compared to its competitors

Question 15

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 16

_____ is the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general and is related to the place a product occupies in consumers' minds relative to competing offerings.

Accepted Answer

A) Market differentiation 
B) Diversification 
C) Combination marketing 
D) Positioning 
E) Market aggregation

Question 17

Deal$ stores sell a wide variety of low-priced merchandise: party supplies,cleaning products,toys,food,housewares,and health and beauty products for both men and women.Many items in the store are priced no higher than one dollar.Which type of demographic segmentation is Deal$ using?

Accepted Answer

A) Ethnic 
B) Usage rate 
C) Income 
D) Gender 
E) Age

Question 18

Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

Accepted Answer