Question 1

national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Its market is likely segmented by

Accepted Answer

A)   usage.
B)   benefits offered.
C)   demographics.
D)   geography.
E)   lifestyle.F) B) and C)
G) A) and E)

Question 2

ChoiceShirts is an online company that makes made-to-order T-shirts.Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch.This is an example of

Accepted Answer

A)   family branding.
B)   mass customization.
C)   multiple products and multiple market segments.
D)   one product and multiple market segments.
E)   specialty customization.F) B) and E)
G) A) and C)

Question 3

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) All of the above
G) A) and E)

Question 4

Figure 9-9
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different product groupings.

Accepted Answer

A)   horizontally across the rows
B)   vertically down the column
C)   between full meals and snacks
D)   diagonally from top-left to bottom-right of a market-product grid
E)   both horizontally and vertically depending upon the marketing action developedF) A) and B)
G) A) and E)

Question 5

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 theme for "Weirdo Wednesday" when company meetings are held.F) D) and E)
G) A) and B)

Question 6

Frequency marketing is a strategy that focuses on usage rate.In market segmentation studies,

Accepted Answer

A)   usage should be the last factor that is considered as a criterion for segmentation, since the entire point of segmentation is to attract consumers who are not yet using your product.
B)   some measure of usage by, or sales obtained from, various segments is central to the analysis.
C)   usage rate should always be considered in tandem with geographic segmentation factors to understand the "why" consumers behave as they do.
D)   usage rate has far more value in consumer market segmentation than in organizational market segmentation.
E)   usage rate has far more value in organizational market segmentation than in consumer market segmentation.F) A) and C)
G) A) and E)

Question 7

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

Accepted Answer

A)   order customization.
B)   a one product one market segment strategy.
C)   synergistic marketing.
D)   build-to-order.
E)   specialty customization.F) None of the above
G) B) and E)

Question 8

Which of the following is a criterion used for selecting a target segment?

Accepted Answer

A)   potential for increased profit
B)   similarity of needs of potential buyers within a segment
C)   difference of needs of buyers among segments
D)   potential of a marketing action to reach a segment
E)   compatibility with the organization's objectives and resourcesF) A) and B)
G) A) and C)

Question 9

Which of the following is a consumer demographic segmentation variable?

Accepted Answer

A)   personality
B)   gender
C)   usage rate
D)   needs
E)   metropolitan statistical areaF) A) and B)
G) A) and E)

Question 10

Figure 9-6
-an owner of a Wendy's fast-food restaurant,the information in Figure 9-6 above suggests

Accepted Answer

A)   new menu items or promotional strategies may succeed in converting the prospects into users.
B)   most of the respondents think of Wendy's as their primary fast food restaurant.
C)   McDonald's has fewer "exclusively loyal" customers than does Wendy's.
D)   Burger King is closing in on your market share.
E)   a need to devise a marketing program to change the minds of nonprospects.F) A) and D)
G) All of the above

Question 11

is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?

Accepted Answer

Product differentiation is a strategy th...

Question 12

Figure 9-1
-Figure 9-1 above,"A" represents which stage of the market segmentation process?

Accepted Answer

A)   link needs to actions
B)   identify market needs
C)   establish a marketing protocol
D)   execute marketing program actions
E)   segment and select the target marketsF) A) and D)
G) B) and E)

Question 13

Head-to-head positioning requires a product to

Accepted Answer

A)   compete with competitors using completely different 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 from the same company.F) A) and C)
G) A) and E)

Question 14

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

Accepted Answer

A)   segment
B)   differentiate
C)   reposition
D)   explain
E)   promoteF) B) and E)
G) A) and E)

Question 15

marketing action that can be taken to sell a single product or service to multiple market segments is to

Accepted Answer

A)   develop and produce another version of the product.
B)   manufacture products that appeal to different markets.
C)   develop separate promotional campaigns.
D)   purchase another firm that has additional products that would appeal to multiple markets.
E)   issue stock to fund additional research and development for new products.F) A) and C)
G) C) and E)

Question 16

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

Accepted Answer

A)   against large market segments in a market-product grid.
B)   against small market segments in a market-product grid.
C)   in the minds of consumers.
D)   in the mind of a single consumer.
E)   against the revenues generated by other products or brands within the company.F) B) and D)
G) A) and B)

Question 17

Segmentation based on what product features are important to different customers is known as

Accepted Answer

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

Question 18

the sneaker market,Reebok and Nike practice __________ positioning since both manufacturers compete in the same target market with similar product attributes.

Accepted Answer

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

Question 19

Which of the following statements demonstrate the formation of a segment based on household size?

Accepted Answer

A)   Campbell's makes a spicier nacho cheese sauce for its distributors in Texas than it does in Maine.
B)   GE built a downsized microwave oven to hang under kitchen cabinets.
C)   Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
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) A) and B)
G) B) and E)

Question 20

approach to positioning a new product in a market is __________ positioning,which involves competing directly with competitors on similar product attributes in the same target market.

Accepted Answer

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

Exam 9: Market Segmentation,Targeting,and Positioning

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

Correct AnswerverifiedShow Answer

Which of the following is a consumer demographic segmentation variable?

Correct AnswerverifiedShow Answer

Head-to-head positioning requires a product to

Correct AnswerverifiedShow Answer

Differentiation positioning requires a product to

Correct AnswerverifiedShow Answer

is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?

Correct AnswerverifiedProduct differentiation is a strategy th...View AnswerShow Answer

marketing action that can be taken to sell a single product or service to multiple market segments is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different product groupings.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 9-1 -Figure 9-1 above,"A" represents which stage of the market segmentation process?

Correct AnswerverifiedShow Answer

Which of the following is a criterion used for selecting a target segment?

Correct AnswerverifiedShow Answer

the sneaker market,Reebok and Nike practice __________ positioning since both manufacturers compete in the same target market with similar product attributes.

Correct AnswerverifiedShow Answer

Figure 9-6 -an owner of a Wendy's fast-food restaurant,the information in Figure 9-6 above suggests

Correct AnswerverifiedShow Answer

Segmentation based on what product features are important to different customers is known as

Correct AnswerverifiedShow Answer

ChoiceShirts is an online company that makes made-to-order T-shirts.Its online customers can order their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch.This is an example of

Correct AnswerverifiedShow Answer

approach to positioning a new product in a market is __________ positioning,which involves competing directly with competitors on similar product attributes in the same target market.

Correct AnswerverifiedShow Answer

Which of the following statements demonstrate the formation of a segment based on household size?

Correct AnswerverifiedShow Answer

Frequency marketing is a strategy that focuses on usage rate.In market segmentation studies,

Correct AnswerverifiedShow Answer

national car rental firm targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Its market is likely segmented by

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Product differentiation is a strategy th...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified