Question 1

Marketing synergies often come at the expense of product synergies because

Accepted Answer

A)  product synergies are more effective for penetrating a market rather than creating one.
B)  multiple market segments usually require multiple products.
C)  it is easier to change a product than to completely develop a new marketing plan.
D)  a single customer segment will likely require a variety of products,each of which must be designed and manufactured.
E)  no company can afford to do both at the same time.F) A) and E)
G) A) and B)

Question 2

Segmentation based on where prospective customers live or work is referred to as

Accepted Answer

A)  zip code segmentation.
B)  geographic segmentation.
C)  trade area segmentation.
D)  district segmentation.
E)  NAICS code segmentation.F) A) and B)
G) A) and C)

Question 3

Nike employs a ________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Accepted Answer

A)  product sampling
B)  product clustering
C)  mass customization
D)  usage segmentation
E)  psychographic segmentationF) A) and B)
G) None of the above

Question 4

Which of the following is a criterion used in forming market segments?

Accepted Answer

A)  similarity of segments to competitors' segments
B)  differences between potential suppliers or distributors
C)  differences of needs of buyers within a segment
D)  market size of the segment
E)  potential of a marketing action to reach a segmentF) B) and C)
G) B) and E)

Question 5

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

Accepted Answer

A)  Will our new products steal customers or sales from our older ones?
B)  Will the products compete head-to-head with those of a competitor?
C)  Can this action successfully draw customers away from competitors?
D)  Are there enough similarities within the market segment to warrant such high costs?
E)  Will this action eliminate the need for individualized advertising and promotion?F) B) and C)
G) A) and E)

Question 6

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Accepted Answer

A)  behavioral segmentation.
B)  affective segmentation.
C)  socioeconomic segmentation.
D)  psychographic segmentation.
E)  sociocultural segmentation.F) C) and D)
G) B) and E) D

Question 7

What are the segmentation bases for U.S.organizational (business)markets?

Accepted Answer

Organizational (business)marke...

Question 8

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)  In China,KFC sells a spicier chicken the farther away its restaurants are from the coastal areas.
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) C) and D)
G) A) and B) C

Question 9

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) C) and D)

Question 10

Apple's iPhone X has a feature known as Face ID that lets users securely unlock the phone,authenticate purchases,or sign in to apps with just a glance.This feature sets the smartphone apart from its competitors and is part of Apple's ________ strategy.

Accepted Answer

A)  product segmentation
B)  market expansion
C)  product differentiation
D)  usage segmentation
E)  psychographic segmentationF) All of the above
G) B) and E)

Question 11

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Accepted Answer

The five key steps in segmenting and tar...

Question 12

Two key types of synergies are

Accepted Answer

A)  supplier and distributor synergies.
B)  marketing and product synergies.
C)  industry-dominated and consumer-dominated.
D)  product and production synergies.
E)  consumer and market synergies.F) A) and D)
G) A) and E)

Question 13

Market segmentation refers to

Accepted Answer

A)  the philosophy that to do a truly excellent job of marketing,a company should concentrate on only one customer segment at a time.
B)  sorting prospective buyers into groups that are willing to pay more than the cost of production for a good or service.
C)  disaggregating prospective buyers from groups into segments of one (individuals) and then creating specific products that will satisfy this person's unique needs.
D)  aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action.
E)  the belief that it is possible to satisfy every customer's needs if you can identify the correct segment within which they belong.F) C) and D)
G) A) and E)

Question 14

New Balance has many offerings.It makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush,smooth,and stable ride." And its top of the line,990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability,a stability-enhancing ABZORB insole,and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of

Accepted Answer

A)  mass customization.
B)  product definition.
C)  market segmentation.
D)  single chain marketing.
E)  market specific selection.F) A) and E)
G) B) and C)

Question 15

Which of the following is an example of a multiple products,multiple market segments strategy?

Accepted Answer

A)  College Football magazine selects different covers for essentially the same written content in order to appeal to different geographic markets in the United States.
B)  A new movie used several different movie trailers.One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C)  Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of cargo.
D)  Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and cat litter boxes.
E)  Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) A) and D)
G) A) and B)

Question 16

Variables such as statistical area,the North American Industry Classification System (NAICS) code,and usage rate 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) B) and D)
G) A) and D)

Question 17

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) C) and D)
G) All of the above

Question 18

Figure 9-11
 
-The axes on a perceptual map are

Accepted Answer

A)  sales and profitability.
B)  two important product attributes,ranging from high to low on that attribute.
C)  market share and market growth rate.
D)  product variety and profitability.
E)  customer perceptions of the firm's product versus the brand of the firm's principal competitor.F) All of the above
G) D) and E) B

Question 19

If Wendy's customers are buying an eating experience,which of the following would make the most sense for grouping the products Wendy's sells?

Accepted Answer

A)  grouping by caloric intake
B)  grouping by price
C)  grouping by meal occasion
D)  grouping by usage rate
E)  grouping by level of uniquenessF) B) and D)
G) B) and C)

Question 20

Alamo,a national car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using ________ segmentation.

Accepted Answer

A)  geographic
B)  demographic
C)  loyalty
D)  psychographic
E)  behavioralF) C) and D)
G) D) and E)

Exam 9: Market Segmentation, targeting, and Positioning

Marketing synergies often come at the expense of product synergies because

Correct Answer
verified

Segmentation based on where prospective customers live or work is referred to as

Correct Answer
verified

Nike employs a ________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Correct Answer
verified

Which of the following is a criterion used in forming market segments?

Correct Answer
verified

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

Correct Answer
verified

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Correct Answer
verified
D

What are the segmentation bases for U.S.organizational (business)markets?

Correct Answer
verified
Organizational (business)marke...
View Answer

Which of the following statements best illustrates geographic segmentation?

Correct Answer
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C

Correct Answer
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Apple's iPhone X has a feature known as Face ID that lets users securely unlock the phone,authenticate purchases,or sign in to apps with just a glance.This feature sets the smartphone apart from its competitors and is part of Apple's ________ strategy.

Correct Answer
verified

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Correct Answer
verified
The five key steps in segmenting and tar...
View Answer

Two key types of synergies are

Correct Answer
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Market segmentation refers to

Correct Answer
verified

Correct Answer
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Which of the following is an example of a multiple products,multiple market segments strategy?

Correct Answer
verified

Variables such as statistical area,the North American Industry Classification System (NAICS) code,and usage rate are all examples of ways to

Correct Answer
verified

Correct Answer
verified

Figure 9-11 -The axes on a perceptual map are

Correct Answer
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B

If Wendy's customers are buying an eating experience,which of the following would make the most sense for grouping the products Wendy's sells?

Correct Answer
verified

Alamo,a national car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using ________ segmentation.

Correct Answer
verified

Exam 9: Market Segmentation, targeting, and Positioning

Marketing synergies often come at the expense of product synergies because

Correct AnswerverifiedShow Answer

Segmentation based on where prospective customers live or work is referred to as

Correct AnswerverifiedShow Answer

Nike employs a ________ strategy at its website,nikeid.com,which allows customers to design a sneaker to their own personal specifications.

Correct AnswerverifiedShow Answer

Which of the following is a criterion used in forming market segments?

Correct AnswerverifiedShow Answer

Suppose marketers want to use product differentiation and market segmentation strategies.What question should they ask when considering the potential for cannibalization with these strategies?

Correct AnswerverifiedShow Answer

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

Correct AnswerverifiedD

What are the segmentation bases for U.S.organizational (business)markets?

Correct AnswerverifiedOrganizational (business)marke...View AnswerShow Answer

Which of the following statements best illustrates geographic segmentation?

Correct AnswerverifiedC

Correct AnswerverifiedShow Answer

Apple's iPhone X has a feature known as Face ID that lets users securely unlock the phone,authenticate purchases,or sign in to apps with just a glance.This feature sets the smartphone apart from its competitors and is part of Apple's ________ strategy.

Correct AnswerverifiedShow Answer

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Correct AnswerverifiedThe five key steps in segmenting and tar...View AnswerShow Answer

Two key types of synergies are

Correct AnswerverifiedShow Answer

Market segmentation refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an example of a multiple products,multiple market segments strategy?

Correct AnswerverifiedShow Answer

Variables such as statistical area,the North American Industry Classification System (NAICS) code,and usage rate are all examples of ways to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 9-11 -The axes on a perceptual map are

Correct AnswerverifiedB

If Wendy's customers are buying an eating experience,which of the following would make the most sense for grouping the products Wendy's sells?

Correct AnswerverifiedShow Answer

Alamo,a national car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.The company is using ________ segmentation.

Correct AnswerverifiedShow Answer

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D

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Organizational (business)marke...
View Answer

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C

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The five key steps in segmenting and tar...
View Answer

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B

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