Question 1

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the

Accepted Answer

A)   Mac Pro and MacBook Pro.
B)   Mac Pro and iMac.
C)   Mac Pro and MacBook Air.
D)   Mac Pro and Mac Mini.
E)   iMac and Mac Mini.F) A) and E)
G) A) and B)

Question 2

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) A) and B)
G) None of the above

Question 3

In the athletic shoe market,Adidas AG and Nike,Inc.practice __________ positioning since both companies vie for the same customers with technologically advanced products.

Accepted Answer

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

Question 4

After establishing the market segments and product groupings on a market-product grid,the next step is to

Accepted Answer

A)   fill in the appropriate cells with precise statistical data from primary and/or secondary sources.
B)   estimate, with intelligent guesstimates as necessary, the market size for each cell.
C)   total the vertical columns to identify the greatest marketing synergies and efficiencies.
D)   total the horizontal rows to identify greatest operations/production synergies and efficiencies.
E)   identify a marketing action for every product-market combination in the grid.F) D) and E)
G) A) and E)

Question 5

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Accepted Answer

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

Question 6

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.

Accepted Answer

A)   product repositioning
B)   perceptual mapping
C)   product positioning
D)   product differentiation
E)   psychographicF) B) and D)
G) A) and C)

Question 7

Figure 8-2 
-Consider Figure 8 -2.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research shown in Figure 8-2,which market-product combination should My Pillow target?

Accepted Answer

A)   stomach sleeper-firm pillow
B)   back sleeper-medium pillow
C)   side sleeper-firm pillow
D)   stomach sleeper-soft pillow
E)   side sleeper-soft pillowF) A) and E)
G) All of the above

Question 8

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but is worthwhile if it

Accepted Answer

A)   conforms to all FDA guidelines.
B)   uses the same promotion and packaging for all segments.
C)   decreases the cost of the physical plant.
D)   stabilizes competition.
E)   better serves customers' needs.F) A) and B)
G) A) and C)

Question 9

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Synergy analysis seeks opportunities by ...

Question 10

Which of the following is not a reason to segment a market?

Accepted Answer

A)   The ability to assign buyers to a segment is simple and cost-effective.
B)   It would cause an increase in market share or profit.
C)   All the buyers in the entire market have similar wants and needs.
D)   There is a potential marketing action to reach it.
E)   There are different wants and needs of buyers in the entire market.F) A) and C)
G) A) and B)

Question 11

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) None of the above
G) A) and E)

Question 12

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...

Question 13

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Accepted Answer

A)   rate of recurrence
B)   product utilization
C)   incidence
D)   frequency marketing
E)   consumption indexF) B) and D)
G) A) and B)

Question 14

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A)   demographic cluster
B)   organizational buyer group
C)   market segment
D)   ultimate consumer group
E)   qualified prospect groupF) A) and D)
G) C) and D)

Question 15

Assume you are manager of the Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market and explain why each supports the appropriate market segmentation strategy.

Accepted Answer

Students should choose from the segmenta...

Question 16

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

Question 17

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3-D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Accepted Answer

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

Question 18

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 C)
G) All of the above

Question 19

The purpose of the five key steps in segmenting and targeting markets is to

Accepted Answer

A)   identify competitors that provide similar products that satisfy a firm's customers' needs.
B)   provide guidance to reposition a firm's products.
C)   generate new-product ideas for firms that are not growing in market share.
D)   link market needs of customers to the organization's marketing program.
E)   correlate directly to each of the five environmental forces.F) B) and D)
G) D) and E)

Question 20

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Accepted Answer

A)   self-regulatory industry standards
B)   government regulations
C)   top-level management
D)   buyers' or market needs
E)   controllable environmental factorsF) B) and C)
G) A) and B)

Exam 8: Market Segmentation, targeting, and Positioning

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct Answer
verified

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

Correct Answer
verified

Explain the difference between marketing synergies and product synergies.

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

In the athletic shoe market,Adidas AG and Nike,Inc.practice __________ positioning since both companies vie for the same customers with technologically advanced products.

Correct Answer
verified

Assume you are manager of the Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market and explain why each supports the appropriate market segmentation strategy.

Correct Answer
verified
Students should choose from the segmenta...
View Answer

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the

Correct Answer
verified

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.

Correct Answer
verified

Which of the following is not a reason to segment a market?

Correct Answer
verified

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but is worthwhile if it

Correct Answer
verified

Correct Answer
verified

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3-D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Correct Answer
verified

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Correct Answer
verified

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using __________ variables.

Correct Answer
verified

The best segmentation approach is the one that

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

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Correct Answer
verified

The purpose of the five key steps in segmenting and targeting markets is to

Correct Answer
verified

Organizational synergy is the increased customer value achieved through

Correct Answer
verified

After establishing the market segments and product groupings on a market-product grid,the next step is to

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

Exam 8: Market Segmentation, targeting, and Positioning

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain the difference between marketing synergies and product synergies.

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

In the athletic shoe market,Adidas AG and Nike,Inc.practice __________ positioning since both companies vie for the same customers with technologically advanced products.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedStudents should choose from the segmenta...View AnswerShow Answer

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the

Correct AnswerverifiedShow Answer

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.

Correct AnswerverifiedShow Answer

Which of the following is not a reason to segment a market?

Correct AnswerverifiedShow Answer

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but is worthwhile if it

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3-D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Correct AnswerverifiedShow Answer

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The best segmentation approach is the one that

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

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Correct AnswerverifiedShow Answer

The purpose of the five key steps in segmenting and targeting markets is to

Correct AnswerverifiedShow Answer

Organizational synergy is the increased customer value achieved through

Correct AnswerverifiedShow Answer

After establishing the market segments and product groupings on a market-product grid,the next step is to

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified
Students should choose from the segmenta...
View Answer

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
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
verified

Correct Answer
verified

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