Question 1

FIGURE 9-4 
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume the large market (shown by a "3")  is 3 times the size of the small market (shown by a "1") .Similarly, assume the medium market (shown by a "2")  is twice the size of the small market.The meal occasion (product grouping)  that comprises the largest market is

Accepted Answer

A)  breakfast.
B)  lunch.
C)  between-meal snack.
D)  dinner.
E)  after-dinner snack.F) A) and D)
G) D) and E)

Question 2

To avoid cannibalization within company product lines, firms often use

Accepted Answer

A)  head-to-head positioning.
B)  lateral positioning.
C)  differentiation positioning.
D)  market repositioning.
E)  cognitive positioning.F) C) and D)
G) B) and C)

Question 3

Best Foods Company 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 new equipment must be bought to serve each new segment.This is an example of which criterion used to select target market segments?

Accepted Answer

A)  Best Food's competitive position in the segment
B)  Best Food's created product groupings
C)  expected growth of the market segment
D)  size of the market segment
E)  compatibility with Best Food's objectives and resourcesF) A) and B)
G) C) and E)

Question 4

Lands' End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com.This is an example of

Accepted Answer

A)  family branding.
B)  mass customization.
C)  synergistic marketing.
D)  market melding.
E)  specialty customization.F) C) and D)
G) A) and E)

Question 5

In developing a marketing strategy for the recently released Nike Air Jordan XVII with a price tag of $200, 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) A) and C)
G) A) and E)

Question 6

What are the five essential criteria that segments should have to ensure the success of segmentation?

Accepted Answer

Five essential criteria that segments sh...

Question 7

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one but seems worthwhile if it adds to the manufacturer's sales revenues and profits, serves customers' needs better, and

Accepted Answer

A)  conforms to all FDA guidelines.
B)  creates economy of scale.
C)  decreases the cost of the physical plant.
D)  stabilizes the sales revenues and profits.
E)  doesn't reduce quality or increase price.F) All of the above
G) C) and D)

Question 8

Positioning that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as __________.

Accepted Answer

A)  competitive repositioning
B)  position downsizing
C)  differentiation positioning
D)  extending competitive space
E)  product distinction positioningF) A) and C)
G) A) and E)

Question 9

Head-to-head positioning requires a product to

Accepted Answer

A)  compete with competitors using unique attributes.
B)  compete with competitors on similar product attributes in the same market.
C)  compete with competitors on similar product attributes but in a different market.
D)  seek out its own market niche.
E)  compete against other products of the same company.F) D) and E)
G) All of the above

Question 10

Why would an organization produce a single good or service and then attempt to sell it to two or more market segments?

Accepted Answer

An organization would produce a single g...

Question 11

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

Accepted Answer

A)  The ability to assign buyers to a group is simple and low cost.
B)  All the buyers in the market have similar wants and needs.
C)  It would cause an increase in market share or profit.
D)  There is a potential marketing action to reach it.
E)  There are different wants and needs of buyers within the market.F) C) and D)
G) None of the above

Question 12

The relatively homogenous group of prospective buyers that result from the market segmentation process is referred to as a(n)  __________.

Accepted Answer

A)  market segment
B)  target market
C)  customer base
D)  ultimate consumer
E)  preferred customerF) A) and B)
G) B) and C)

Question 13

Which of the following statements about Zappos is most accurate?

Accepted Answer

A)  Zappos limits its inventory to an extensive selection of high end fashion footwear.
B)  Zappos carries more than 1,000 different brands of shoes with over 3 million products.
C)  Zappos can guarantee over-night shipping to all its customers because the customers know ahead of time they will be charged for express service.
D)  Zappos is so successful because it has chosen a single mission "sell shoes and nothing else."
E)  Zappos offers a 30/60/90 day return policy whereby refunds are based on how long you've had the shoes.F) B) and D)
G) D) and E)

Question 14

Which of the following statements regarding segmentation bases is most accurate?

Accepted Answer

A)  The identification of demographic variables is more objective than the identification of psychographic variables which is more subjective.
B)  The identification of psychographic variables is more objective than the identification of demographic variables which is more subjective.
C)  Marketers should always consider segmentation bases in the order of behavioral, demographic, psychographic, and geographic in order to reduce potential costs.
D)  Behavioral segmentation is based primarily on usage rate.
E)  Psychographic segmentation is based primarily on product features.F) A) and D)
G) C) and E)

Question 15

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

Accepted Answer

A)  mass customization.
B)  organizational synergy.
C)  target marketing.
D)  how the 80/20 rule is implemented.
E)  repositioning.F) A) and B)
G) A) and C)

Question 16

Which of the following statements regarding market segmentation is most accurate?

Accepted Answer

A)  The bases for segmenting markets and the bases of selecting the segments from the alternatives are basically the same.
B)  If a new segment is identified as having high growth potential, it is important to alter the company's organizational objectives.
C)  It is important not to select too many segments even if individually they all have potential for increased sales or profits.
D)  Expected growth is entirely dependent upon the marketing actions a firm is willing to take.
E)  There are three criteria used for selecting a target segment-potential profits-relative market share-and consensus amongst the firm's decision makers.F) A) and E)
G) A) and B)

Question 17

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A)  selective aggregation.
B)  a one-product-one-market-segment strategy.
C)  synergistic marketing.
D)  build-to-order (BTO) .
E)  specialty customization.F) A) and C)
G) A) and E)

Question 18

FIGURE 9-4 
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy to increase revenues that would be most likely to exploit marketing synergies and efficiencies is trying to reach

Accepted Answer

A)  lunch customers.
B)  between-meal snack customers.
C)  dinner customers.
D)  after-dinner snack customers.
E)  dormitory customers.F) A) and E)
G) None of the above

Question 19

What are the criteria used to select target markets?

Accepted Answer

There are two different kinds of criteri...

Question 20

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.From highest to lowest the segmentation bases were:

Accepted Answer

A)  behavioral, demographic, geographic, and psychographic
B)  psychographic, geographic, behavioral, and demographic
C)  geographic, behavioral, demographic, and psychographic
D)  demographics, geographic, behavioral, and psychographic
E)  geographic, psychographic, behavioral, and demographicF) B) and D)
G) B) and E)

Exam 9: Market Segmentation, Targeting, and Positioning

Correct Answer
verified

Which of the following statements regarding segmentation bases is most accurate?

Correct Answer
verified

To avoid cannibalization within company product lines, firms often use

Correct Answer
verified

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.From highest to lowest the segmentation bases were:

Correct Answer
verified

Which of the following statements about Zappos is most accurate?

Correct Answer
verified

Correct Answer
verified

What are the criteria used to select target markets?

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

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

Correct Answer
verified

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy to increase revenues that would be most likely to exploit marketing synergies and efficiencies is trying to reach

Correct Answer
verified

In developing a marketing strategy for the recently released Nike Air Jordan XVII with a price tag of $200, Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

Correct Answer
verified

Head-to-head positioning requires a product to

Correct Answer
verified

What are the five essential criteria that segments should have to ensure the success of segmentation?

Correct Answer
verified
Five essential criteria that segments sh...
View Answer

Correct Answer
verified

Manufacturing a product only when there is an order from a customer is referred to as

Correct Answer
verified

Positioning that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as __________.

Correct Answer
verified

Why would an organization produce a single good or service and then attempt to sell it to two or more market segments?

Correct Answer
verified
An organization would produce a single g...
View Answer

Lands' End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com.This is an example of

Correct Answer
verified

The relatively homogenous group of prospective buyers that result from the market segmentation process is referred to as a(n) __________.

Correct Answer
verified

Which of the following statements regarding market segmentation is most accurate?

Correct Answer
verified

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

Correct AnswerverifiedShow Answer

Which of the following statements regarding segmentation bases is most accurate?

Correct AnswerverifiedShow Answer

To avoid cannibalization within company product lines, firms often use

Correct AnswerverifiedShow Answer

A recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.From highest to lowest the segmentation bases were:

Correct AnswerverifiedShow Answer

Which of the following statements about Zappos is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the criteria used to select target markets?

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

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

Correct AnswerverifiedShow Answer

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The strategy to increase revenues that would be most likely to exploit marketing synergies and efficiencies is trying to reach

Correct AnswerverifiedShow Answer

In developing a marketing strategy for the recently released Nike Air Jordan XVII with a price tag of $200, Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

Correct AnswerverifiedShow Answer

Head-to-head positioning requires a product to

Correct AnswerverifiedShow Answer

What are the five essential criteria that segments should have to ensure the success of segmentation?

Correct AnswerverifiedFive essential criteria that segments sh...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Manufacturing a product only when there is an order from a customer is referred to as

Correct AnswerverifiedShow Answer

Positioning that involves seeking a less competitive, smaller market niche in which to locate a brand is referred to as __________.

Correct AnswerverifiedShow Answer

Why would an organization produce a single good or service and then attempt to sell it to two or more market segments?

Correct AnswerverifiedAn organization would produce a single g...View AnswerShow Answer

Lands' End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com.This is an example of

Correct AnswerverifiedShow Answer

The relatively homogenous group of prospective buyers that result from the market segmentation process is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding market segmentation is most accurate?

Correct AnswerverifiedShow Answer

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Five essential criteria that segments sh...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An organization would produce a single g...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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