Question 1

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 2

Segmentation, targeting, and positioning

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are part of a firm\'s marketing strategy

Question 3

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

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market segments

Question 4

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

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

Question 5

The first step in the STP process is to

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

Question 6

For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy

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undifferentiated targeting

Question 7

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into \"Butterball\" turkeys. In doing so, the company

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differentiated its product

Question 8

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

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differentiated targeting

Question 9

Adidas Group owns Reebok and Rockportâboth of which offer different types of shoes. Having a variety of brands allows adidas to use a differentiated targeting strategy to

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obtain a bigger share of the shoe market

Question 10

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

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lower overall risk

Question 11

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

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is likely more costly than an undifferentiated strategy.

Question 12

Firms use a differentiated targeting strategy because

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it helps obtain a bigger share of the market

Question 13

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

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concentrated

Question 14

__________ is an extreme form of a targeting strategy

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Micromarketing

Question 15

\"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(n) __________ targeting strategy

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micromarketing

Question 16

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

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micromarketing

Question 17

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

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concentrated

Question 18

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

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misguided geographic segmentation

Question 19

Differences in weather and climate create opportunities for

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geographic segmentation

Question 20

The National Hockey League redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female. This is an example of __________ segmentation

Accepted Answer

demographic

Question 21

__________ 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 22

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

Accepted Answer

demographic

Question 23

Television advertising has recently expanded to include \"mini-ads,\" which are short ads lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. Given this fact, this type of advertising will be more useful to marketers engaged in __________ segmentation

Accepted Answer

demographic

Question 24

Demographic segmentation is segmentation based on all of the following except

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lifestyle

Question 25

Psychographics is the segmentation method that delves into how consumers

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describe themselves

Question 26

To develop psychographic segments, the marketer must understand consumers\'

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self-values, self-concept and lifestyles

Question 27

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

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it is based on underlying reasons why people make choices

Question 28

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment, so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education. What type of segmentation method was used to segment this market?

Accepted Answer

psychographics

Question 29

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

Accepted Answer

psychographics

Question 30

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.\"

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self-concepts

Question 31

If values provide an end goal, and self-concept is the way one sees oneself in the context of that goal, lifestyles are

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how we live our lives to achieve our goals.

Question 32

VALS is the most widely used __________ segmentation tool.

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psychographic

Question 33

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

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psychographic; demographic

Question 34

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

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is a more expensive method for identifying potential customers

Question 35

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

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Benefit

Question 36

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

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providing classes at convenient times and offering online courses

Question 37

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

Accepted Answer

benefit

Question 38

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 39

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

Accepted Answer

geodemographic

Question 40

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

Accepted Answer

geodemographic

Question 41

PRIZM and Tapestry 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 42

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 20 miles of her store. 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 43

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

Accepted Answer

retailers

Question 44

Retail store chains often use __________ data to tailor each store\'s assortment to the preferences of the local community

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geodemographic

Question 45

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

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generally profitable

Question 46

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 __________ segmentation

Accepted Answer

loyalty

Question 47

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

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frequent-flyer programs

Question 48

One of the reasons marketers use loyalty segmentation is

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the high cost of finding new customers.

Question 49

the high cost of finding new customers.

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what their customers need

Question 50

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 51

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.

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demographics and geography; lifestyle or benefit segmentation

Question 52

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

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evaluate the attractiveness of each segment

Question 53

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 attractive relative to all of the following except

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realistic

Question 54

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

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identifiable

Question 55

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

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substantial

Question 56

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being

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reachable

Question 57

With access to the Internet nearly universal in the United States, many potential market segments have become more

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reachable

Question 58

Talbots, an upscale women\'s clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation

Accepted Answer

geodemographic

Question 59

When Talbots, an upscale women\'s clothing store, tries to portray an image of \"traditional, conservative, and with good taste,\" it is appealing to its target market\'s

Accepted Answer

lifestyle

Question 60

College students can be a less __________ market segment because students\' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment

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reachable

Question 61

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm\'s marketing mix. In other words, the market segment must be

Accepted Answer

responsive

Question 62

When Starbucks first opened, many critics suggested, \"No one will pay $4 for a cup of coffee.\" Starbucks\'s critics suggested consumers would not be __________ to the company\'s offerings

Accepted Answer

responsive

Question 63

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

Accepted Answer

responsive

Question 64

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

Accepted Answer

profitability

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