Question 1

Variables such as location, the North American Industry Classification System (NAICS)  code, and number of employees are all examples of ways to

Accepted Answer

A)  differentiate products.
B)  forecast sales to a consumer market.
C)  segment an organizational market.
D)  promote NAFTA.
E)  segment a consumer market.F) A) and E)
G) A) and D)

Question 2

Which of the following statements best illustrates geographic segmentation?

Accepted Answer

A)  GE builds a downsized microwave oven to hang under kitchen cabinets.
B)  Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
C)  Campbell's plants in Texas and California produce a hotter nacho cheese sauce to serve those regions better.
D)  A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays.
E)  A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.F) All of the above
G) A) and C)

Question 3

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

Accepted Answer

A)  every employee was encouraged to do his or her own thing.
B)  it was concentrating on laptops while everyone else was concentrating on personal computers.
C)  all the employees were so young, so they often played more than they worked.
D)  there were no coherent product lines targeted at identifiable market segments.
E)  its personal computers were running amok with viruses, spyware, and other problems.F) B) and E)
G) A) and D)

Question 4

When expenses are greater than the potential increased sales from market segmentation, a firm should

Accepted Answer

A)  not consider market segmentation at this time.
B)  combine departments within the company to make the process more streamlined.
C)  reduce production costs or increase prices to facilitate the segmentation process.
D)  seek alternate channels of distribution, including Internet sales.
E)  discontinue manufacturing any products that are not in the mature stage of their product life cycle.F) C) and E)
G) A) and B)

Question 5

The 80/20 rule is most closely related to which basis of segmentation?

Accepted Answer

A)  geographic
B)  psychographic
C)  opportunistic
D)  demographic
E)  behavioralF) All of the above
G) A) and B)

Question 6

To be identified as a market segment, members of the group must

Accepted Answer

A)  be similar in terms of their consumption behavior.
B)  represent a large share of the entire market and have buying power.
C)  have diverse needs and have potential for future growth.
D)  have diverse needs and be willing and able to purchase the product.
E)  have the potential for future growth and increased profit or ROI.F) A) and B)
G) C) and D)

Question 7

Which of these is collected from consumers to develop a product's perceptual map?

Accepted Answer

A)  consumer judgments about the important attributes for a product or brand class
B)  a listing of all prospective brands and products
C)  managerial judgments about how consumers perceive products
D)  rank order of the ratings of an existing brand's preference relative to its competitors
E)  detailed explanations of why consumers make the choices they doF) A) and B)
G) A) and C)

Question 8

Best Foods Co. is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments. This is an example of which criterion used to select target market segments?

Accepted Answer

A)  Best Foods' competitive position in the segment
B)  Best Foods' product groupings
C)  expected growth of the market segment
D)  size of the market segment
E)  cost of reaching the segmentF) A) and B)
G) All of the above

Question 9

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) D) and E)
G) A) and B)

Question 10

At a Hallmark store you can find several lines of greeting cards, including Fresh Ink, Nature's Sketchbook, Shoebox, Maxine, Mahogany, and Tree of Life cards-all made by Hallmark for sale in its stores and intended to appeal to different target markets. The Mahogany line is designed to appeal to African Americans. This is an example of __________ segmentation.

Accepted Answer

A)  regional
B)  lifestyle
C)  demographic
D)  geographic
E)  psychographicF) D) and E)
G) A) and B)

Question 11

Which of the following is an example of a Tiffany/Walmart strategy?

Accepted Answer

A)  College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States.
B)  A new movie used several different movie trailers; one showed the action scenes in order to attract one audience and the other showed romantic scenes to attract another audience.
C)  Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D)  Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22.
E)  Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) B) and E)
G) A) and D)

Question 12

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Accepted Answer

A)  market segments of potential buyers
B)  marketing objectives of potential products
C)  total anticipated revenue
D)  total anticipated profit
E)  market share of the closest competitorF) C) and E)
G) A) and E)

Question 13

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Accepted Answer

A)  product repositioning.
B)  relative positioning.
C)  competitive positioning.
D)  product positioning.
E)  selective perception.F) B) and C)
G) B) and D)

Question 14

It is not recommended that a firm select a target segment that

Accepted Answer

A)  would require entry in a global marketplace.
B)  requires more than one marketing action.
C)  has few competitors that target this same segment.
D)  is incompatible with its company's goals or objectives.
E)  has a growth potential that would require increasing the current workforce.F) None of the above
G) All of the above

Question 15

Which of the following is a basis used to segment U.S. organizational markets?

Accepted Answer

A)  geographic
B)  psychographic
C)  income
D)  prospects
E)  educationF) D) and E)
G) A) and C)

Question 16

Which of the following competitors mentioned in the textbook 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) C) and D)
G) B) and C)

Question 17

The primary focus of Zappos' market segmentation strategy is to sell

Accepted Answer

A)  a wide selection of shoes, clothes, accessories, beauty aids, and housewares to people who will buy them online.
B)  a wide selection of leather shoes and boots to retailers.
C)  all types of shoes, accessories, and clothing to department stores.
D)  Spanish novelties and accessories to organizations.
E)  shoes in its own retail stores.F) A) and D)
G) C) and D)

Question 18

The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Accepted Answer

A)  costs decrease
B)  market share increases
C)  product deficiencies decrease
D)  customers should be better off
E)  new products flourishF) A) and E)
G) None of the above

Question 19

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) C) and D)
G) A) and D)

Question 20

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Accepted Answer

Organizations may target different produ...

Exam 9: Market Segmentation Targeting and Positioning

The primary focus of Zappos' market segmentation strategy is to sell

Correct Answer
verified

It is not recommended that a firm select a target segment that

Correct Answer
verified

Which of the following statements best illustrates geographic segmentation?

Correct Answer
verified

Organizational synergy is the increased customer value achieved through

Correct Answer
verified

Which of these is collected from consumers to develop a product's perceptual map?

Correct Answer
verified

Correct Answer
verified

Each cell of the complete market-product grid shows the

Correct Answer
verified

To be identified as a market segment, members of the group must

Correct Answer
verified

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct Answer
verified

Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to

Correct Answer
verified

The 80/20 rule is most closely related to which basis of segmentation?

Correct Answer
verified

Correct Answer
verified

Which of the following is a basis used to segment U.S. organizational markets?

Correct Answer
verified

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

Correct Answer
verified

Which of the following is an example of a Tiffany/Walmart strategy?

Correct Answer
verified

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct Answer
verified

When expenses are greater than the potential increased sales from market segmentation, a firm should

Correct Answer
verified

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct Answer
verified
Organizations may target different produ...
View Answer

The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Correct Answer
verified

Which of the following competitors mentioned in the textbook 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

Exam 9: Market Segmentation Targeting and Positioning

The primary focus of Zappos' market segmentation strategy is to sell

Correct AnswerverifiedShow Answer

It is not recommended that a firm select a target segment that

Correct AnswerverifiedShow Answer

Which of the following statements best illustrates geographic segmentation?

Correct AnswerverifiedShow Answer

Organizational synergy is the increased customer value achieved through

Correct AnswerverifiedShow Answer

Which of these is collected from consumers to develop a product's perceptual map?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Each cell of the complete market-product grid shows the

Correct AnswerverifiedShow Answer

To be identified as a market segment, members of the group must

Correct AnswerverifiedShow Answer

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct AnswerverifiedShow Answer

Variables such as location, the North American Industry Classification System (NAICS) code, and number of employees are all examples of ways to

Correct AnswerverifiedShow Answer

The 80/20 rule is most closely related to which basis of segmentation?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a basis used to segment U.S. organizational markets?

Correct AnswerverifiedShow Answer

In the early 1980s, Apple, Inc., was often called "Camp Runamok" because

Correct AnswerverifiedShow Answer

Which of the following is an example of a Tiffany/Walmart strategy?

Correct AnswerverifiedShow Answer

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct AnswerverifiedShow Answer

When expenses are greater than the potential increased sales from market segmentation, a firm should

Correct AnswerverifiedShow Answer

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct AnswerverifiedOrganizations may target different produ...View AnswerShow Answer

The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.

Correct AnswerverifiedShow Answer

Which of the following competitors mentioned in the textbook 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

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Organizations may target different produ...
View Answer

Correct Answer
verified

Correct Answer
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