Question 1

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Accepted Answer

The answer of XYZ Computers, Inc., a business with limited...

Question 2

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

Accepted Answer

The answer of You work for a travel agency. Business...

Question 3

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Accepted Answer

A)  fragmented 
B)  homogeneous 
C)  custom marketing 
D)  mass customization 
E)  concentrated targeting

Question 4

The 80/20 rule is most directly related to ________ segmentation.

Accepted Answer

A)  demographic 
B)  behavioral 
C)  geodemographic 
D)  socioeconomic 
E)  psychographic

Question 5

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 6

________ are the largest ethnic group in the United States.

Accepted Answer

A)  African Americans 
B)  Asian Americans 
C)  Pacific Islanders 
D)  Hispanic Americans 
E)  American Indians

Question 7

Explain how a marketer determines whether an identified market segment is viable.

Accepted Answer

The answer of Explain how a marketer determines whether an...

Question 8

Which of the following statements about the steps in the target marketing process is true?

Accepted Answer

A)  The first step in the target marketing process is setting marketing objectives. 
B)  There are four steps in the target marketing process. 
C)  The second step in the target marketing process is the identification of all segmentation variables. 
D)  The final step in the target marketing process is positioning. 
E)  The target marketing process is not related to positioning.

Question 9

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 10

Identify three forms of competitive advantage a product could offer.

Accepted Answer

The answer of Identify three forms of competitive advantage a...

Question 11

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

Accepted Answer

A)  image 
B)  people 
C)  services 
D)  product features 
E)  cost

Question 12

Once a brand's position is established, marketers rarely attempt to change it.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a true statement about trends related to gender segmentation?

Accepted Answer

A)  The education and income gap between men and women closed in the latest recession. 
B)  In the recent recession, women held about three in four of the jobs that were lost. 
C)  Men are now increasingly likely to marry women with more education and income than they have. 
D)  In recent decades, the economic gains of marriage have been greater for women than for men. 
E)  Women are now increasingly likely to marry men with more education and income than they have.

Question 14

Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole wheat cereal while others want rice cereal. There are some who like hot cereal and others who like to eat their cereal right out of the box. The diversity of consumers for cereal is an example of ________.

Accepted Answer

A)  geodemography 
B)  target marketing 
C)  cultural diversity 
D)  psychographics 
E)  market fragmentation

Question 15

Explain why the Hispanic American population is particularly important to marketers.

Accepted Answer

The answer of Explain why the Hispanic American population is...

Question 16

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Accepted Answer

The answer of Why might a marketer of laundry detergent...

Question 17

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Accepted Answer

A) True 
 B)False

Question 18

Companies can customize online advertising by ________ so that people who log on in different places will see content for local businesses.

Accepted Answer

A)  geotargeting 
B)  geodemography 
C)  geodiversity 
D)  psychographics 
E)  profiling

Question 19

According to the long tail approach to selling, ________.

Accepted Answer

A)  the Internet provides reduced opportunities for segmenting markets 
B)  companies can make the most money by focusing on the "bottom-of-pyramid" market 
C)  companies should focus on the 20 percent of customers who purchase the greatest volume of their product 
D)  companies should focus on the 80 percent of customers who purchase the greatest volume of their product 
E)  companies can make money by selling small amounts of items that only a few people want

Question 20

The last step in developing a positioning strategy is to ________.

Accepted Answer

A)  evaluate responses and modify as needed 
B)  identify segmentation variables 
C)  analyze the competitors' positions in the marketplace 
D)  describe a product with a competitive advantage 
E)  finalize the marketing mix

Exam 7: Segmentation, Target Marketing, and Positioning

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

When a firm offers one or more products to a single segment, it is using a ________ strategy.

The 80/20 rule is most directly related to ________ segmentation.

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.

________ are the largest ethnic group in the United States.

Explain how a marketer determines whether an identified market segment is viable.

Which of the following statements about the steps in the target marketing process is true?

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.

Identify three forms of competitive advantage a product could offer.

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

Once a brand's position is established, marketers rarely attempt to change it.

Which of the following is a true statement about trends related to gender segmentation?

Explain why the Hispanic American population is particularly important to marketers.

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Companies can customize online advertising by ________ so that people who log on in different places will see content for local businesses.

According to the long tail approach to selling, ________.

The last step in developing a positioning strategy is to ________.