Question 1

All of the following are market segmentation strategies EXCEPT:

Accepted Answer

A)  build-to-order.
B)  multiple products,multiple market segments.
C)  one product,multiple market segments.
D)  multiple products,one segment.
E)  mass customization.F) A) and B)
G) C) and D) D

Question 2

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 E)
G) A) and E)

Question 3

In the Apple market-product grid shown above for its personal computer line,the "medium/large business" professional segment seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to __________.

Accepted Answer

A)  segment differentiation
B)  marketing synergies
C)  product synergies
D)  segment repositioning
E)  product differentiationF) A) and B)
G) A) and C)

Question 4

The relatively homogenous group of prospective buyers that results 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) None of the above
G) All of the above

Question 5

Which marketing program strategy does a firm use to sell a single product or service to multiple market segments?

Accepted Answer

A)  developing and producing another version of the product
B)  manufacturing different products that appeal to different markets
C)  developing separate promotional campaigns for each market
D)  acquiring another firm that has additional products that would appeal to multiple markets
E)  issuing stock to fund additional research and development for new productsF) A) and B)
G) None of the above

Question 6

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)  cost of reaching the segment
D)  difference of needs of buyers among segments
E)  potential of a marketing action to reach a segmentF) A) and B)
G) B) and D)

Question 7

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

Question 8

A marketing manager must be able to put a market segmentation plan into effect.This means being able to form market segments and then __________ without encountering excessive costs.

Accepted Answer

A)  eliminate potential non-buyers
B)  identify segmentation variables
C)  select the market segment(s) to target
D)  redirect their purchase behaviors
E)  ignore any and all similaritiesF) B) and D)
G) A) and E)

Question 9

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) C) and D)
G) A) and B)

Question 10

A 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) __________; (3) discover where the company's product or brand is on these attributes in the minds of potential customers;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)  identify market niches that were not previously selected during the market segmentation process
D)  discover how target customers rate competing products or brands with respect to these attributes
E)  create a marketing plan based on customers' perceptionsF) All of the above
G) C) and D)

Question 11

Product differentiation refers to

Accepted Answer

A)  a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs.
B)  the unique combination of product benefits received by targeted buyers.
C)  those characteristics of a product that make it superior to competitive substitutes.
D)  a marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products.
E)  the legal requirement that requires a specified degree of distinction between products to ensure an organization's intellectual property rights.F) A) and C)
G) D) and E) D

Question 12

Small athletic shoe manufacturers such as Vans have targeted niche markets and make shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

Accepted Answer

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

Question 13

Building open and honest relationships with communication is an example of Zappos' __________.

Accepted Answer

A)  profile for its target market
B)  core values being adapted from its new owner,Amazon.com
C)  ten core values for Zappos' culture
D)  qualities required of Zappos' suppliers
E)  qualities required of Zappos' retailersF) B) and C)
G) C) and D) C

Question 14

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3D 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) A) and E)
G) All of the above

Question 15

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

Accepted Answer

A)  product repositioning
B)  points of difference
C)  market differentiation
D)  product positioning
E)  product differentiationF) C) and D)
G) A) and E)

Question 16

In Figure 9-1 above,"B" 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 D)

Question 17

A 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)  produce product differentiation.F) None of the above
G) D) and E)

Question 18

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Accepted Answer

A)  The groupings increase the number of market-product combinations on the market-product grid,which makes it a more manageable framework for subsequent analysis.
B)  This form of product groupings makes it easier for customers to get in and out of the store more quickly,creating time utility.
C)  The products are grouped so people can relate to them in a more meaningful way when they shop.
D)  Product groupings can be generated quantitatively to show which adhere to the 80/20 rule.
E)  Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store.F) C) and D)
G) B) and E)

Question 19

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Accepted Answer

A)  how to implement the 80-20 rule.
B)  which products to group into meaningful categories.
C)  how to implement a harvesting strategy.
D)  which product groupings to offer.
E)  which products to reposition.F) A) and B)
G) B) and D)

Question 20

If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group 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) A) and B)
G) All of the above

Exam 9: Market Segmentation, Targeting, and Positioning

All of the following are market segmentation strategies EXCEPT:

Correct Answer
verified
D

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

Correct Answer
verified

In the Apple market-product grid shown above for its personal computer line,the "medium/large business" professional segment seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to __________.

Correct Answer
verified

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

Correct Answer
verified

Which marketing program strategy does a firm use to sell a single product or service to multiple market segments?

Correct Answer
verified

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

Correct Answer
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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

A marketing manager must be able to put a market segmentation plan into effect.This means being able to form market segments and then __________ without encountering excessive costs.

Correct Answer
verified

Differentiation positioning requires a product to

Correct Answer
verified

Correct Answer
verified

Product differentiation refers to

Correct Answer
verified
D

Small athletic shoe manufacturers such as Vans have targeted niche markets and make shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

Correct Answer
verified

Building open and honest relationships with communication is an example of Zappos' __________.

Correct Answer
verified
C

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

Correct Answer
verified

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Correct Answer
verified

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Correct Answer
verified

If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

All of the following are market segmentation strategies EXCEPT:

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

In the Apple market-product grid shown above for its personal computer line,the "medium/large business" professional segment seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which marketing program strategy does a firm use to sell a single product or service to multiple market segments?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

A marketing manager must be able to put a market segmentation plan into effect.This means being able to form market segments and then __________ without encountering excessive costs.

Correct AnswerverifiedShow Answer

Differentiation positioning requires a product to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Product differentiation refers to

Correct AnswerverifiedD

Small athletic shoe manufacturers such as Vans have targeted niche markets and make shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

Correct AnswerverifiedShow Answer

Building open and honest relationships with communication is an example of Zappos' __________.

Correct AnswerverifiedC

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

Correct AnswerverifiedShow Answer

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display and sell product groupings in this manner?

Correct AnswerverifiedShow Answer

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

Correct AnswerverifiedShow Answer

If Wendy's customers are buying an eating experience,which of the following rationales would make the most sense if you were to group the products Wendy's sells?

Correct AnswerverifiedShow Answer

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D

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D

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C

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