Question 1

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

Accepted Answer

true

Question 2

For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.

Accepted Answer

true

Question 3

When deciding how to promote his new medical oncology center, Dr. Jones decided that he did not need to throw a large grand opening reception. Instead, he promoted the center to the internal medicine doctors in the area, who were the doctors most likely to refer patients to the center. Dr. Jones was engaged in a concentrated targeting strategy.

Accepted Answer

true

Question 4

It would be logical for bathing suit marketers to use geographic segmentation.

Accepted Answer

true

Question 5

Giant Food Stores in suburban Washington, D.C., adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation.

Accepted Answer

true

Question 6

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors\' products.

Accepted Answer

true

Question 7

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

true

Question 8

. The first step in the STP process is to establish an overall strategy.

Accepted Answer

true

Question 9

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

Accepted Answer

true

Question 10

Which of the following is NOT true about this effort?

Accepted Answer

Segmentation and targeting were of little use compared to developing special advertising.

Question 11

. Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to

Accepted Answer

identify and evaluate opportunities by conducting segmentation, targeting and positioning analysis.

Question 12

Segmentation, targeting, and positioning

Accepted Answer

are part of a firm\'s marketing strategy.

Question 13

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts.

Accepted Answer

market segments

Question 14

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting their marketing mix variables in order to give customers

Accepted Answer

a clear, distinctive, and desirable understanding of their products relative to competing products.

Question 15

The first step in the STP process is to

Accepted Answer

clearly articulate the firm\'s vision or marketing strategy objectives.

Question 16

. For products like pencils and paper clips, which provide the same benefit for all consumers, marketers should probably use a(n)

Accepted Answer

undifferentiated targeting strategy.

Question 17

In a classic example of segmentation strategy, years ago Swift

Accepted Answer

differentiated its product

Question 18

Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a(n) __________ strategy.

Accepted Answer

differentiated targeting

Question 19

Adidas Group owns Reebok, Rockport, and Greg Norman brands. Having a variety of brands allows Adidas to

Accepted Answer

obtain a bigger share of the shoe market.

Question 20

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Accepted Answer

lower overall risk

Question 21

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market, this strategy

Accepted Answer

is often expensive

Question 22

Firms use a differentiated targeting strategy because

Accepted Answer

it helps to obtain a bigger share of the market

Question 23

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.

Accepted Answer

concentrated

Question 24

. __________ is an extreme form of a targeting strategy.

Accepted Answer

micromarketing

Question 25

\"Corporate pilot fish\" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a __________ targeting strategy.

Accepted Answer

micromarketing

Question 26

. 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

Accepted Answer

micromarketing

Question 27

. Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies.

Accepted Answer

concentrated

Question 28

. When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Accepted Answer

misguided geographic segmentation

Question 29

Differences in weather and climate create opportunities for

Accepted Answer

geographic segmentation

Question 30

. NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.

Accepted Answer

demographic

Question 31

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Accepted Answer

demographic

Question 32

Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.

Accepted Answer

demographic

Question 33

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.

Accepted Answer

demographic

Question 34

. Demographic segmentation is segmentation based on all of the following EXCEPT

Accepted Answer

lifestyle

Question 35

. Marketers like Benetton want their ads to appeal to one\'s self-concept, suggesting to consumers

Accepted Answer

\"I\'m like them, so i should but their products\"

Question 36

Psychographics is the segmentation method that delves into how consumers

Accepted Answer

describe themselves

Question 37

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

Accepted Answer

it is based on underlying reasons why people make choices

Question 38

Education marketers have learned that the primary motivations of most nontraditional college students are self-respect and self-fulfillment. Understanding the values of this market segment allows marketers to

Accepted Answer

emphasize the benefits these consumers are looking for in a college education.

Question 39

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________

Accepted Answer

psychographic

Question 40

. Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers\' __________, suggesting \"be like me.\"

Accepted Answer

self-concepts

Question 41

If values provide goals, and self-concept is the way we see ourselves, lifestyles are

Accepted Answer

the way we live our lives to achieve our goals

Question 42

VALS is the most widely used __________ segmentation tool.

Accepted Answer

psychographic

Question 43

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Accepted Answer

psychographic, demographic

Question 44

Firms might use multiple segmentation methods to

Accepted Answer

all of these

Question 45

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation

Accepted Answer

is a more expensive method for identifying potential customers

Question 46

__________ segmentation is the segmentation method most directly related to value creation

Accepted Answer

benefit

Question 47

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

Accepted Answer

providing classes at convenient times and offering online courses.

Question 48

The Lite beer commercial with the slogan, \"less filling, tastes great,\" was based on __________ segmentation.

Accepted Answer

benefit

Question 49

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation.

Accepted Answer

benefit

Question 50

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65. Golden Years is using __________ segmentation.

Accepted Answer

geodemographic

Question 51

The phrase \"birds of a feather flock together\" captures the idea of __________ segmentation.

Accepted Answer

geodemographic

Question 52

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics. These market research tools are examples of __________ segmentation.

Accepted Answer

geodemographic

Question 53

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.

Accepted Answer

real estate values by subdivision

Question 54

. Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood.

Accepted Answer

retailers

Question 55

. Marketers often create a special marketing mix for loyalty segments because these segments are

Accepted Answer

usually quite profitable

Question 56

When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its __________

Accepted Answer

loyalty

Question 57

Airlines were among the first retailers to embrace loyalty segmentation when they created

Accepted Answer

frequent flyer programs

Question 58

. One of the reasons marketers use loyalty segmentation is

Accepted Answer

the high cost of finding new customers

Question 59

While demographic and geographic segmentation of retail customers is relatively easy, these characteristics do NOT help marketers determine

Accepted Answer

what their customers need

Question 60

Kim\'s Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used __________ segmentation and then used __________ segmentation.

Accepted Answer

geodemographic; lifestyle

Question 61

. 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.

Accepted Answer

geodemographic segmentation; lifestyle or benefit segmentation

Question 62

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

Accepted Answer

evaluate the attractiveness of each segment.

Question 63

. Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is all of the following EXCEPT

Accepted Answer

realistic

Question 64

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service. He will now compare the segments to see if they are different enough from each other. Carlos is evaluating whether or not each segment is

Accepted Answer

identifiable

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