Question 1

Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches may carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive timepieces that can be purchased in drugstores, discount stores, and department stores. The Rolex brand is perceived as an expensive status symbol distributed in fine jewelry stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Rolex watches

Accepted Answer

A)  compete for the same segment through different channels of distribution.
B)  develop similar products as Timex but under different names.
C)  use a differentiation positioning strategy.
D)  compete for the same customers through similar retail outlets.
E)  create cognitive dissonance in consumers who purchased Timex wristwatches.F) B) and C)
G) A) and E)

Question 2

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Accepted Answer

A)  head-to-head
B)  parallel market
C)  lateral
D)  repositioning
E)  differentiationF) B) and C)
G) A) and B)

Question 3

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Accepted Answer

A)  psychological
B)  perceptual
C)  differentiation
D)  head-to-head
E)  marketF) B) and E)
G) A) and D)

Question 4

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Accepted Answer

A)  situational segmentation.
B)  socioeconomic segmentation.
C)  geographic segmentation.
D)  psychographic segmentation.
E)  behavioral segmentation.F) C) and E)
G) All of the above

Question 5

What are the criteria used to select target markets?

Accepted Answer

There are two different kinds of criteri...

Question 6

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A)  perceptual map.
B)  perception matrix.
C)  growth-share matrix.
D)  market-product grid.
E)  product differentiation chart.F) B) and D)
G) B) and C)

Question 7

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

Accepted Answer

A)  usage rates
B)  usage patterns
C)  demographic characteristics
D)  behavior characteristics
E)  psychographic characteristicsF) C) and D)
G) A) and B)

Question 8

Behavioral segmentation may be based on

Accepted Answer

A)  lifestyles and demographics.
B)  retailer and wholesaler behaviors.
C)  geographic and demographic criteria.
D)  product features and retail store type.
E)  demand and supply.F) A) and B)
G) D) and E)

Question 9

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

Accepted Answer

A)  demographic segmentation.
B)  psychographic segmentation.
C)  geographic segmentation.
D)  behavioral segmentation.
E)  socioeconomic segmentation.F) A) and B)
G) C) and E)

Question 10

Market segmentation is only a means to an end. It leads to tangible marketing program actions that can

Accepted Answer

A)  clarify specific unmet needs.
B)  identify market needs.
C)  establish a marketing protocol.
D)  increase sales and profitability.
E)  segment and select the target markets.F) C) and D)
G) D) and E)

Question 11

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly. This marketing strategy is based on

Accepted Answer

A)  geographic segmentation.
B)  behavioral segmentation.
C)  psychographic segmentation.
D)  demographic segmentation.
E)  buying condition segmentation.F) C) and D)
G) A) and B)

Question 12

Describe the market segmentation process.

Accepted Answer

Market segmentation first stresses the i...

Question 13

The best segmentation approach is the one that

Accepted Answer

A)  makes it easiest to reach the segment.
B)  maximizes the opportunity for future profit and ROI.
C)  recognizes different needs of buyers among different segments.
D)  recognizes similarities of needs of potential buyers within a segment.
E)  is simplest and least costly in assigning potential buyers to segments.F) B) and D)
G) A) and D)

Question 14

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Accepted Answer

A)  segment differentiation.
B)  marketing synergies.
C)  product synergies.
D)  segment repositioning.
E)  product differentiation.F) B) and C)
G) D) and E)

Question 15

When a telemarketer calls to sell a consumer life insurance, the last questions asked is what category does the person's household income fall into (less than $50,000; $50,000 to $99,999; and $100,000 and over) . When the telemarketer asks about household income, this indicates the use of which type of consumer variable the firm is using to segment its market?

Accepted Answer

A)  usage
B)  behavior
C)  demographic
D)  buying situation
E)  psychographicF) D) and E)
G) C) and E)

Question 16

What is market segmentation and why is it important?

Accepted Answer

People have different needs and wants, e...

Question 17

During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

Accepted Answer

A)  selecting target market segments to reach.
B)  forming products to be sold into groups.
C)  developing a market-product grid and estimating size of markets.
D)  taking marketing actions to reach target markets.
E)  forming prospective buyers into segments.F) B) and D)
G) A) and E)

Question 18

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

Accepted Answer

A)  identifies a completely new market segment with a product to match it.
B)  finds a way of improving service to online customers.
C)  takes the customer loyalty training class and decides to quit anyway.
D)  finds a shoe-related product that Zappos does not already carry.
E)  creates a humorous theme for one of the monthly company meetings.F) C) and E)
G) A) and D)

Question 19

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed. Which segmentation base did these organizations use the most?

Accepted Answer

A)  behavioral
B)  psychographic
C)  geographic
D)  demographic
E)  productF) All of the above
G) A) and E)

Question 20

Differentiation positioning requires a product to

Accepted Answer

A)  emphasize unique product attributes to compete directly with competitors.
B)  compete directly with competitors on similar product attributes in the same target market.
C)  compete with competitors on similar product attributes but in a different market.
D)  seek a less-competitive, smaller market niche in which to locate a brand.
E)  develop marketing actions to move a product or brand to an ideal position.F) B) and D)
G) A) and C)

Exam 9: Market Segmentation Targeting and Positioning

Describe the market segmentation process.

Correct Answer
verified
Market segmentation first stresses the i...
View Answer

Correct Answer
verified

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Correct Answer
verified

What are the criteria used to select target markets?

Correct Answer
verified
There are two different kinds of criteri...
View Answer

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly. This marketing strategy is based on

Correct Answer
verified

Market segmentation is only a means to an end. It leads to tangible marketing program actions that can

Correct Answer
verified

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Correct Answer
verified

During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

Correct Answer
verified

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed. Which segmentation base did these organizations use the most?

Correct Answer
verified

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

Correct Answer
verified

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

Correct Answer
verified

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Correct Answer
verified

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Correct Answer
verified

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct Answer
verified

Correct Answer
verified

Behavioral segmentation may be based on

Correct Answer
verified

Differentiation positioning requires a product to

Correct Answer
verified

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

Correct Answer
verified

The best segmentation approach is the one that

Correct Answer
verified

What is market segmentation and why is it important?

Correct Answer
verified
People have different needs and wants, e...
View Answer

Exam 9: Market Segmentation Targeting and Positioning

Describe the market segmentation process.

Correct AnswerverifiedMarket segmentation first stresses the i...View AnswerShow Answer

Correct AnswerverifiedShow Answer

In the athletic shoe market, Reebok and Nike practice __________ positioning since both manufacturers vie for the same customers with technologically advanced products.

Correct AnswerverifiedShow Answer

What are the criteria used to select target markets?

Correct AnswerverifiedThere are two different kinds of criteri...View AnswerShow Answer

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly. This marketing strategy is based on

Correct AnswerverifiedShow Answer

Market segmentation is only a means to an end. It leads to tangible marketing program actions that can

Correct AnswerverifiedShow Answer

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Correct AnswerverifiedShow Answer

During its market segmentation process for the Nike LeBron X basketball shoe, which sells for more than $200 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

Correct AnswerverifiedShow Answer

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed. Which segmentation base did these organizations use the most?

Correct AnswerverifiedShow Answer

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using __________ as the basis to segment its market.

Correct AnswerverifiedShow Answer

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

Correct AnswerverifiedShow Answer

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Correct AnswerverifiedShow Answer

In the sneaker business, Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Correct AnswerverifiedShow Answer

A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Behavioral segmentation may be based on

Correct AnswerverifiedShow Answer

Differentiation positioning requires a product to

Correct AnswerverifiedShow Answer

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

Correct AnswerverifiedShow Answer

The best segmentation approach is the one that

Correct AnswerverifiedShow Answer

What is market segmentation and why is it important?

Correct AnswerverifiedPeople have different needs and wants, e...View AnswerShow Answer

Correct Answer
verified
Market segmentation first stresses the i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are two different kinds of criteri...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
People have different needs and wants, e...
View Answer