Question 1

The Zappos segmentation strategy is based on

Accepted Answer

A)  offering the best selection of shoes and the best service to online shoppers.
B)  designing shoes for every type of occasion.
C)  dividing all their customers into two distinct segments: people shopping for low price and people shopping for style.
D)  offering the best access to fashionable shoes through multiple channels of distribution.
E)  maintaining the simplest method of price points to make the purchase process easy.F) C) and D)
G) A) and D)

Question 2

The market segmentation strategy known as frequency marketing focuses on

Accepted Answer

A)  trial.
B)  the average number of times a person in the target audience is exposed to an advertisement.
C)  consumption preferences.
D)  turnover.
E)  usage rate.F) B) and D)
G) C) and D)

Question 3

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Accepted Answer

A)  group potential buyers into segments.
B)  develop a market-product grid and estimate size of the overall market.
C)  select target markets.
D)  group products to be sold into categories.
E)  take marketing actions to reach target markets.F) None of the above
G) C) and D)

Question 4

A perceptual map is

Accepted Answer

A)  a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B)  a framework used to demonstrate the growth or decline of specific market segments within an industry.
C)  a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands,as well as its own product or brand.
D)  a framework to relate the market segments of potential buyers to the products offered or potential marketing actions by an organization.
E)  the place a product occupies in a single consumer's mind on unimportant attributes relative to competitive products.F) C) and D)
G) C) and E)

Question 5

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

Accepted Answer

A)  Burger King
B)  In-N-Out Burger
C)  McDonald's
D)  Five Guys
E)  SmashburgerF) D) and E)
G) A) and E)

Question 6

A marketing manager goes through several steps to put a market segmentation plan into effect.This includes being able to form market segments and then ________ without encountering excessive costs.

Accepted Answer

A)  eliminate potential nonbuyers
B)  identify segmentation variables
C)  select the market segments to target
D)  redirect their purchase behaviors
E)  ignore any and all similaritiesF) A) and C)
G) A) and E)

Question 7

Universal Concerts wants to bring a series of music concerts to Canada next year.In general,western Canadians prefer country music while eastern Canadians prefer rock.In fact,a country music event in eastern Canada is very likely to have lots of empty seats.To maximize revenue,Universal Concerts should segment its Canadian market according to

Accepted Answer

A)  geographic characteristics.
B)  demographic characteristics.
C)  music format characteristics.
D)  behavioral characteristics.
E)  psychographic characteristics.F) C) and D)
G) A) and E)

Question 8

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to ________ chocolate milk in the minds of adult consumers.

Accepted Answer

A)  segment
B)  differentiate
C)  explain
D)  promote
E)  repositionF) A) and C)
G) A) and B)

Question 9

Campbell Soup Co.found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too spicy for Americans in the East and not spicy enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a spicier nacho cheese sauce than what is produced in the other plants.Campbell's is using ________ segmentation.

Accepted Answer

A)  demographic
B)  behavioral
C)  economic
D)  geographic
E)  psychographicF) C) and D)
G) A) and C)

Question 10

Figure 9-9
 
-Each cell of the complete market-product grid shows the

Accepted Answer

A)  relative market share.
B)  estimated market size.
C)  investment required to reach the market.
D)  market growth rate.
E)  estimated profit.F) B) and D)
G) A) and D)

Question 11

Figure 9-11
 
-Figure 9-11 above is a depiction of a ________ for beverages in the minds of adults.

Accepted Answer

A)  hierarchy of needs
B)  perceptual map
C)  marketing matrix
D)  growth-share matrix
E)  acuity matrixF) A) and B)
G) B) and D)

Question 12

Market segments are

Accepted Answer

A)  the relatively heterogeneous groups of prospective buyers that result from the market segmentation process.
B)  all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future.
C)  the smallest number of buyers that have similar needs but do not react similarly in a buying situation.
D)  the relatively homogenous groups of prospective buyers that result from the market segmentation process.
E)  all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.F) B) and E)
G) All of the above

Question 13

According to Tony Hsieh,CEO of Zappos,the company devotes the greatest amount of time to

Accepted Answer

A)  seeking new and unusual styles of shoes from all over the world.
B)  improving the website to make it faster,more interesting,and fun.
C)  seeking new markets that will go beyond the Internet.
D)  finding the fastest and least expensive modes of delivery for its products.
E)  finding ways to improve customer service levels.F) A) and E)
G) A) and D)

Question 14

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Synergy analysis seeks opportunities by ...

Question 15

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if not implemented well?

Accepted Answer

A)  higher sales but lower profits
B)  reduced quality and higher prices
C)  meeting customer needs but at the expense of higher prices
D)  lower prices but with higher production costs
E)  higher quality but lower pricesF) B) and D)
G) A) and C)

Question 16

Organizational synergy is the increased customer value achieved through

Accepted Answer

A)  performing organizational functions more efficiently.
B)  more discounts or larger rebates at the point of sale.
C)  involvement of the ultimate consumer in product design.
D)  an increase in the knowledge of competitors.
E)  shared ownership of the organization through publicly traded stock.F) C) and D)
G) A) and B)

Question 17

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Accepted Answer

A)  maintain market share.
B)  increase sales and profits.
C)  assume social responsibility.
D)  use the firm's resources most efficiently.
E)  provide the best quality products on the market.F) A) and D)
G) None of the above

Question 18

About 3 percent of the population has some degree of allergic reaction,usually mild,to preservatives used in salad bars.Restaurants might consider people with these allergies as a separate segment.To implement this segmentation strategy,restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment.This multiple product,multiple markets segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

Accepted Answer

A)  different needs of buyers among different segments
B)  similarity of needs of potential buyers within a segment
C)  simplicity and cost-effectiveness of assigning potential buyers to segments
D)  potential for increased profit and ROI
E)  potential of a marketing action to reach a segmentF) B) and D)
G) C) and E)

Question 19

All of the following are criteria used for forming market segments except which?

Accepted Answer

A)  difference of needs of buyers among segments
B)  potential for increased profit
C)  cost of reaching the segment
D)  potential of a marketing action to reach a segment
E)  simplicity and cost-effectiveness of assigning potential buyers to segmentsF) C) and D)
G) B) and E)

Question 20

Zappos's original target market customers consisted of people who wanted all of the following except which?

Accepted Answer

A)  to receive quick delivery of their merchandise
B)  to buy sustainable shoes,accessories,and clothing
C)  to shop online in the convenience of their own homes
D)  to return goods for free if dissatisfied
E)  to choose from a wide selection of shoesF) C) and D)
G) B) and C)

Exam 9: Market Segmentation, targeting, and Positioning

Figure 9-11 -Figure 9-11 above is a depiction of a ________ for beverages in the minds of adults.

Correct Answer
verified

Correct Answer
verified

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to ________ chocolate milk in the minds of adult consumers.

Correct Answer
verified

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Correct Answer
verified

Zappos's original target market customers consisted of people who wanted all of the following except which?

Correct Answer
verified

Explain the difference between marketing synergies and product synergies.

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

A marketing manager goes through several steps to put a market segmentation plan into effect.This includes being able to form market segments and then ________ without encountering excessive costs.

Correct Answer
verified

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

Correct Answer
verified

Figure 9-9 -Each cell of the complete market-product grid shows the

Correct Answer
verified

The Zappos segmentation strategy is based on

Correct Answer
verified

According to Tony Hsieh,CEO of Zappos,the company devotes the greatest amount of time to

Correct Answer
verified

A perceptual map is

Correct Answer
verified

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if not implemented well?

Correct Answer
verified

Organizational synergy is the increased customer value achieved through

Correct Answer
verified

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct Answer
verified

Correct Answer
verified

Market segments are

Correct Answer
verified

The market segmentation strategy known as frequency marketing focuses on

Correct Answer
verified

All of the following are criteria used for forming market segments except which?

Correct Answer
verified

Correct Answer
verified

Exam 9: Market Segmentation, targeting, and Positioning

Figure 9-11 -Figure 9-11 above is a depiction of a ________ for beverages in the minds of adults.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to ________ chocolate milk in the minds of adult consumers.

Correct AnswerverifiedShow Answer

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Correct AnswerverifiedShow Answer

Zappos's original target market customers consisted of people who wanted all of the following except which?

Correct AnswerverifiedShow Answer

Explain the difference between marketing synergies and product synergies.

Correct AnswerverifiedSynergy analysis seeks opportunities by ...View AnswerShow Answer

A marketing manager goes through several steps to put a market segmentation plan into effect.This includes being able to form market segments and then ________ without encountering excessive costs.

Correct AnswerverifiedShow Answer

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

Correct AnswerverifiedShow Answer

Figure 9-9 -Each cell of the complete market-product grid shows the

Correct AnswerverifiedShow Answer

The Zappos segmentation strategy is based on

Correct AnswerverifiedShow Answer

According to Tony Hsieh,CEO of Zappos,the company devotes the greatest amount of time to

Correct AnswerverifiedShow Answer

A perceptual map is

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of employing a multiple products,multiple market segments strategy if not implemented well?

Correct AnswerverifiedShow Answer

Organizational synergy is the increased customer value achieved through

Correct AnswerverifiedShow Answer

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Market segments are

Correct AnswerverifiedShow Answer

The market segmentation strategy known as frequency marketing focuses on

Correct AnswerverifiedShow Answer

All of the following are criteria used for forming market segments except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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