Question 1

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is Select one: a. reachable. b. substantial. c. responsive. d. identifiable. e. profitable.

Accepted Answer

b. substantial.

Question 2

Let\'s Dish is a meal-preparation service operating in three states. Customers visit a Let\'s Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let\'s Dish wanted to expand into new areas of the U.S., what segmentation method would probably be most useful in choosing new locations? Select one: a. benefit segmentation. b. psychographic segmentation. c. loyalty segmentation. d. demographic segmentation. e. geodemographic segmentation.

Accepted Answer

e. geodemographic segmentation.

Question 3

Carlos has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see whether they are distinct from each other. Carlos is evaluating whether each segment is Select one: a. profitable. b. responsive. c. substantial. d. reachable. e. identifiable.

Accepted Answer

e. identifiable.

Question 4

Which of the following would NOT be used in calculating the profitability of a segment? Select one: a. segment perceptions b. segment size c. profit margin percentage d. segment adoption percentage e. fixed costs

Accepted Answer

a. segment perceptions

Question 5

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies. Select one: a. economic b. benefit-based c. concentrated d. geographic e. global

Accepted Answer

c. concentrated

Question 6

Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing the __________ of each potential market segment. Select one: a. substance b. responsiveness c. profitability d. identification e. reach

Accepted Answer

c. profitability

Question 7

Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood. Select one: a. cable TV networks b. retailers c. Internet marketers d. consumer goods manufacturers e. wholesalers

Accepted Answer

b. retailers

Question 8

Marketers often employ a combination of segmentation methods, using __________ to identify and target their customers, and __________ to design products and messages to appeal to them. Select one: a. lifestyle segmentation; geographic segmentation b. geodemographic segmentation; lifestyle or benefit segmentation c. undifferentiated targeting; differentiated targeting d. loyalty segmentation; demographics e. loyalty segmentation; geodemographics

Accepted Answer

b. geodemographic segmentation; lifestyle or benefit segmentation

Question 9

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters\' minds using Select one: a. perceptual maps. b. salient attributes. c. the value proposition. d. the competition. e. symbols.

Accepted Answer

e. symbols.

Question 10

The phrase \"birds of a feather flock together\" captures the idea of __________ segmentation. Select one: a. geodemographic b. benefit c. geographic d. loyalty e. psychographic

Accepted Answer

a. geodemographic

Question 11

Overriding desires that drive how we live our lives are called Select one: a. self-esteem. b. self-values. c. self-confidence. d. self-concept. e. self-control.

Accepted Answer

b. self-values.

Question 12

Demographic segmentation is segmentation based on all of the following EXCEPT Select one: a. gender. b. age. c. income. d. lifestyle. e. education.

Accepted Answer

d. lifestyle.

Question 13

College students can be a less __________ market segment because students\' media habits are quite diverse. Select one: a. quantifiable b. substantial c. reachable d. identifiable e. perceptive

Accepted Answer

c. reachable

Question 14

Television advertising has recently expanded to include mini-ads, which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation. Select one: a. demographic b. psychographic c. behavioral d. geographic e. benefits

Accepted Answer

a. demographic

Question 15

With access to the Internet nearly universal in the United States, many potential market segments have become more Select one: a. quantifiable. b. substantial. c. identifiable. d. perceptive. e. reachable.

Accepted Answer

e. reachable.

Question 16

__________ segmentation is the segmentation method most directly related to value creation for consumers. Select one: a. Benefit b. Geodeomographic c. Demographic d. Geographic e. Psychographic

Accepted Answer

a. Benefit

Question 17

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one happy hour special but few members showed up. The manager did not have a grasp of what would make his target market Select one: a. identifiable. b. reachable. c. responsive. d. substantial. e. quantifiable.

Accepted Answer

c. responsive.

Question 18

When selecting a target market, firms will be most successful if they Select one: a. seek out opportunities to customize products. b. decide between demographic and geographic segmentation methods. c. reposition the brand. d. match the firm\'s competencies with a market segment\'s attractiveness. e. develop a strong communication plan.

Accepted Answer

d. match the firm\'s competencies with a market segment\'s attractiveness.

Question 19

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of Select one: a. concentrated targeting. b. psychographic segmentation. c. micromarketing. d. undifferentiated targeting. e. differentiated targeting.

Accepted Answer

c. micromarketing.

Question 20

Retail store chains often use __________ data to identify other locations with similar characteristics and purchasing behavior where it might make sense to open additional stores. Select one: a. geographic b. psychographic c. loyalty d. benefit e. geodemographic

Accepted Answer

e. geodemographic

Question 21

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on Select one: a. competitive comparisons. b. the value proposition. c. symbols. d. product attributes. e. profitability.

Accepted Answer

d. product attributes.

Question 22

Marco was assigned to help create a positioning strategy for his employer\'s products based on product attributes. He should consider Select one: a. the ways the sales representatives have been positioning the firm\'s products. b. what the target market would consider the most important features. c. the features the engineers feel are most important. d. the characteristics that helped his firm win a statewide award for excellence in manufacturing. e. the safety record of the firm and its products.

Accepted Answer

b. what the target market would consider the most important features.

Question 23

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation. Select one: a. demographic; psychographic b. demographic; behavioral c. demographic; benefit d. psychographic; demographic e. geographic; geodemographic

Accepted Answer

d. psychographic; demographic

Question 24

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into Butterball turkeys. In the process, the company Select one: a. differentiated its product. b. defined consumers\' basic needs. c. created a new class of micromarketing. d. redefined mass customization. e. streamlined its delivery process.

Accepted Answer

a. differentiated its product.

Question 25

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation. Select one: a. demographic b. psychographic c. geographic d. benefits e. behavioral

Accepted Answer

a. demographic

Question 26

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether each segment is attractive relative to all of the following EXCEPT Select one: a. profitable. b. substantial. c. realistic. d. reachable. e. responsive.

Accepted Answer

c. realistic.

Question 27

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue aNo __________ strategy. Select one: a. micromarketing b. concentrated targeting c. undifferentiated targeting d. differentiated targeting e. benefit targeting

Accepted Answer

d. differentiated targeting

Question 28

Gloria is opening an upscale women\'s clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can\'t afford to purchase a PRIZM or Tapestry analysis, so she will most likely use __________ as a basis for targeting her market. Select one: a. the city phone book b. public school enrollment data c. new construction data d. real estate values by subdivision e. voter registration lists

Accepted Answer

d. real estate values by subdivision

Question 29

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because Select one: a. it is based on underlying reasons people make choices. b. psychographic segmentation is the least expensive method. c. psychographics is the preferred method for service businesses. d. the travel business doesn\'t respond well to other approaches to segmentation. e. it is easier to use than demographics.

Accepted Answer

a. it is based on underlying reasons people make choices.

Question 30

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition. Select one: a. pricing b. targeting c. segmenting d. positioning e. packaging

Accepted Answer

d. positioning

Question 31

After assessing the market growth potential for his company\'s baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider Select one: a. ease of pricing control and number of promotional outlets. b. mass marketing distribution potential and logistical support. c. profitability and customer buying behavior. d. the current size of the market and the expected growth rate. e. the number of competitors, entry barriers, and product substitutes.

Accepted Answer

e. the number of competitors, entry barriers, and product substitutes.

Question 32

Marketers often create a special marketing mix for loyalty segments because these segments are Select one: a. generally profitable. b. constantly changing. c. too large to service with ordinary targeting. d. difficult to identify. e. costly to acquire.

Accepted Answer

a. generally profitable.

Question 33

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using aNo __________ targeting strategy. Select one: a. undifferentiated b. concentrated c. benefit-driven d. differentiated e. micromarketing

Accepted Answer

b. concentrated

Question 34

Which of the following defines a value proposition? Select one: a. the one feature that will prompt a customer to buy the product b. a special discount offer dropping the price c. a display of the position of products or brands in the consumer\'s mind d. the unique value that a product or service provides to customers e. an advertisement that talks about value

Accepted Answer

d. the unique value that a product or service provides to customers

Question 35

Which of the following segmentation methods is being used when M&M\'s offers special wedding-themed packaging for customized M&M\'s (imprinted with the names of the bride and groom)? Select one: a. benefit segmentation b. geographic segmentation c. occasion segmentation d. lifestyle segmentation e. loyalty segmentation

Accepted Answer

c. occasion segmentation

Question 36

Which of these is NOT one of the main components of a value proposition? Select one: a. The unique point of difference or benefits offered. b. The target market. c. The name of the product or brand being offered. d. The product/service category or concept being offered. e. The price of the product or service being offered.

Accepted Answer

e. The price of the product or service being offered.

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