Question 1

Behavioral segmentation encompasses

Accepted Answer

A)   lifestyles and demographics.
B)   retailer and wholesaler behaviors.
C)   geographic and demographic criteria.
D)   product features and user status.
E)   demand and supply.F) A) and E)
G) A) and B)

Question 2

basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

Accepted Answer

A)   increase sales and profitability.
B)   stand up to legal scrutiny.
C)   be socially responsible.
D)   create sustainable demand.
E)   create innovation.F) B) and E)
G) A) and D)

Question 3

advantage of a market-product grid is that it can be used to

Accepted Answer

A)   make cost-cutting decisions under conditions of uncertainty.
B)   screen many new product ideas in order to select the one with the best long-run market potential.
C)   determine which target market segments to select and which product groupings to offer.
D)   select representative samples of consumers for marketing research studies.
E)   relate the product life cycle to consumer demand.F) A) and B)
G) A) and C)

Question 4

Reebok makes shoes with DMX Shear and Foam cushioning.The Premier Control shoe is made for runners whose feet tend to turn out.The Premier Road is made with extra cushioning for pavement runners.This strategy is an example of

Accepted Answer

A)   mass customization.
B)   customized manufacturing.
C)   market segmentation.
D)   single chain marketing.
E)   market specific selection.F) None of the above
G) A) and C)

Question 5

Figure 9-5
-According to Figure 9-5 above,people who most likely will never use a firm's product or service are referred to as

Accepted Answer

A)   nonqualified prospects.
B)   dead leads.
C)   potential prospects.
D)   nonprospects.
E)   laggards.F) A) and B)
G) All of the above

Question 6

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question

Accepted Answer

A)   "Is this product useful on a global scale?"
B)   "Would segmentation be worth doing and is it possible?"
C)   "Is it possible to reposition this product?"
D)   "Is there too much competition for this product?"
E)   "Is the market loyal to the product?"F) C) and D)
G) B) and E) B

Question 7

Procter & Gamble introduced Crest toothpaste,the first fluoride toothpaste,it was intended for use by children and was therefore given a child-appealing bubblegum flavor.Sometime later,the same basic formula was given a fresh,minty flavor to appeal to adults.What marketing strategy did P&G use in this example?

Accepted Answer

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

Question 8

Explain what is meant by the concept of the "80/20 rule."

Accepted Answer

Usage rate is sometimes referred to in t...

Question 9

Procter & Gamble (P&G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market consists of men aged 18 to 34 years old (Generation Y) who don't remember the Old Spice brand sold to their grandfathers (pre baby boomer) many years ago.P&G is using which type of segmentation variable?

Accepted Answer

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

Question 10

According to Toney Hsieh,CEO of Zappos,the greatest amount of time is spent

Accepted Answer

A)   seeking out new and unusual styles of shoes from all over the world.
B)   improving the website to make it faster, more interesting, and fun.
C)   seeking out new markets that will go beyond the Internet.
D)   finding the fastest and least expensive modes of delivery for its products.
E)   finding ways to improve customer-service levels.F) B) and C)
G) A) and C) E

Question 11

Product positioning refers to

Accepted Answer

A)   an outdated concept that assigns product value by association with social class.
B)   the place a product offering occupies in consumers' minds on important attributes.
C)   the competitive advantage of one product over another.
D)   changing the place a product occupies in a consumer's mind relative to competitive products.
E)   using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.F) D) and E)
G) A) and E)

Question 12

than half of all U.S.households are composed of only one or two persons,so Aunt Jemima packages meals with only one serving-such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using __________ as the basis to segment its market.

Accepted Answer

A)   usage rates
B)   usage patterns
C)   behavior characteristics
D)   demographic characteristics
E)   psychographic characteristicsF) B) and E)
G) D) 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 only one customer segment at a time.
B)   aggregating prospective buyers into groups that have common needs but who respond differently to a marketing action.
C)   aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action.
D)   disaggregating prospective buyers from groups into segments of one (individuals)  and creating or designing specific products that will satisfy each individual's unique needs.
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) A) and B)
G) B) and D)

Question 14

key to positioning a product or brand effectively is discovering the perceptions of its potential customers.In determining its positioning in the minds of customers,companies take four steps: (1) identify the important attributes for the product or brand class; (2) discover how target customers rate competing products or brands with respect to these attributes; (3) ___________; and (4) reposition the company's product or brand in the minds of potential customers.

Accepted Answer

A)   decide whether to keep or delete the market segment that your product offering targets
B)   identify the competitors' brands that make up the consideration set
C)   create a marketing plan based on customers' perceptions
D)   identify market niches that were not previously selected during the market segmentation process
E)   discover where the company's product or brand is on these attributes in the minds of potential customersF) D) and E)
G) C) and D)

Question 15

O3 technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports has implemented a __________ strategy with its O3 innovative tennis racquet technology.

Accepted Answer

A)   competitive segmentation
B)   head-to-head
C)   product differentiation
D)   usage segmentation
E)   market segmentationF) A) and D)
G) A) and C)

Question 16

Segmentation that is based on some objective physical (gender,ethnicity) ,measurable (age,income) ,or other classification attribute (occupation) of prospective customers is referred to as

Accepted Answer

A)   personality segmentation.
B)   demographic segmentation.
C)   usage segmentation.
D)   needs segmentation.
E)   behavioral segmentation.F) A) and C)
G) C) and D)

Question 17

third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Accepted Answer

A)   group potential buyers into segments
B)   group products to be sold into categories
C)   select target markets
D)   develop a market-product grid and estimate size of markets
E)   take marketing actions to reach target marketsF) C) and D)
G) B) and C)

Question 18

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Accepted Answer

A)   Within a segment, the needs of potential buyers should be different; among segments, the needs of buyers should be similar.
B)   Within a segment, the needs of potential buyers should be similar; among segments, the needs of buyers should be different.
C)   The needs of buyers should be different, both between segments and within segments.
D)   The needs of buyers should be the same, both between segments and within segments.
E)   If there are any differences at all, you should segment your market.F) C) and D)
G) B) and E) B

Question 19

of the following are geographic segmentation variables EXCEPT:

Accepted Answer

A)   density
B)   city size
C)   region
D)   VALS
E)   statistical areaF) C) and E)
G) None of the above

Question 20

business firm goes to the trouble and expense of segmenting its markets when

Accepted Answer

A)   it changes its advertising campaign.
B)   competitors enter the marketplace.
C)   the environment becomes uncertain.
D)   it expects that this will increase its sales, profit, and return on investment.
E)   there is a recessionary economic environment.F) B) and C)
G) C) and D)

Exam 9: Market Segmentation,Targeting,and Positioning

Behavioral segmentation encompasses

Correct Answer
verified

basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

Correct Answer
verified

advantage of a market-product grid is that it can be used to

Correct Answer
verified

Reebok makes shoes with DMX Shear and Foam cushioning.The Premier Control shoe is made for runners whose feet tend to turn out.The Premier Road is made with extra cushioning for pavement runners.This strategy is an example of

Correct Answer
verified

Figure 9-5 -According to Figure 9-5 above,people who most likely will never use a firm's product or service are referred to as

Correct Answer
verified

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question

Correct Answer
verified
B

Correct Answer
verified

Explain what is meant by the concept of the "80/20 rule."

Correct Answer
verified
Usage rate is sometimes referred to in t...
View Answer

Correct Answer
verified

According to Toney Hsieh,CEO of Zappos,the greatest amount of time is spent

Correct Answer
verified
E

Product positioning refers to

Correct Answer
verified

than half of all U.S.households are composed of only one or two persons,so Aunt Jemima packages meals with only one serving-such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using __________ as the basis to segment its market.

Correct Answer
verified

Market segmentation refers to

Correct Answer
verified

Correct Answer
verified

O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports has implemented a __________ strategy with its O³innovative tennis racquet technology.

Correct Answer
verified

Segmentation that is based on some objective physical (gender,ethnicity) ,measurable (age,income) ,or other classification attribute (occupation) of prospective customers is referred to as

Correct Answer
verified

third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Correct Answer
verified

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Correct Answer
verified
B

of the following are geographic segmentation variables EXCEPT:

Correct Answer
verified

business firm goes to the trouble and expense of segmenting its markets when

Correct Answer
verified

Exam 9: Market Segmentation,Targeting,and Positioning

Behavioral segmentation encompasses

Correct AnswerverifiedShow Answer

basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

Correct AnswerverifiedShow Answer

advantage of a market-product grid is that it can be used to

Correct AnswerverifiedShow Answer

Reebok makes shoes with DMX Shear and Foam cushioning.The Premier Control shoe is made for runners whose feet tend to turn out.The Premier Road is made with extra cushioning for pavement runners.This strategy is an example of

Correct AnswerverifiedShow Answer

Figure 9-5 -According to Figure 9-5 above,people who most likely will never use a firm's product or service are referred to as

Correct AnswerverifiedShow Answer

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question

Correct AnswerverifiedB

Correct AnswerverifiedShow Answer

Explain what is meant by the concept of the "80/20 rule."

Correct AnswerverifiedUsage rate is sometimes referred to in t...View AnswerShow Answer

Correct AnswerverifiedShow Answer

According to Toney Hsieh,CEO of Zappos,the greatest amount of time is spent

Correct AnswerverifiedE

Product positioning refers to

Correct AnswerverifiedShow Answer

than half of all U.S.households are composed of only one or two persons,so Aunt Jemima packages meals with only one serving-such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using __________ as the basis to segment its market.

Correct AnswerverifiedShow Answer

Market segmentation refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

O3 technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports has implemented a __________ strategy with its O3 innovative tennis racquet technology.

Correct AnswerverifiedShow Answer

Segmentation that is based on some objective physical (gender,ethnicity) ,measurable (age,income) ,or other classification attribute (occupation) of prospective customers is referred to as

Correct AnswerverifiedShow Answer

third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Correct AnswerverifiedShow Answer

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Correct AnswerverifiedB

of the following are geographic segmentation variables EXCEPT:

Correct AnswerverifiedShow Answer

business firm goes to the trouble and expense of segmenting its markets when

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified
Usage rate is sometimes referred to in t...
View Answer

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports has implemented a __________ strategy with its O³innovative tennis racquet technology.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified