Question 1

Within a perceptual map,a(n) _________________ represents where a particular market segment's desired product would lie.

Accepted Answer

A)  point of parity
B)  strategic target
C)  PRIZM cluster
D)  ideal point
E)  benefit centroidF) A) and B)
G) All of the above

Question 2

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is _______________ his business relative to his competition.

Accepted Answer

A)  segmenting
B)  packaging
C)  positioning
D)  pricing
E)  targetingF) All of the above
G) B) and E)

Question 3

Firms use a differentiated targeting strategy because:

Accepted Answer

A)  it is easier than mass marketing.
B)  it helps to obtain a bigger share of the market.
C)  it is better than focusing on individual or small groups of potential customers.
D)  most market segments are too small to be profitable.
E)  banks are more willing to extend credit to companies with this strategic approach.F) A) and D)
G) C) and D)

Question 4

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

Accepted Answer

A)  how old their customers are.
B)  what their customers need.
C)  where their customers live.
D)  which customers have young children.
E)  what income brackets their customers are in.F) C) and D)
G) B) and E)

Question 5

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using ________________ segmentation.

Accepted Answer

A)  benefit
B)  geodemographic
C)  psychographic
D)  loyalty
E)  demographicF) None of the above
G) B) and C)

Question 6

How have airline companies implemented loyalty segmentation?

Accepted Answer

Airlines started with frequent...

Question 7

In order to develop psychographic segments,the marketer must understand consumers':

Accepted Answer

A)  age,income,and education.
B)  gender,race,and religion.
C)  disposable personal income,benefit perceptions,and alternative egos.
D)  self-values,self-concept,and lifestyles.
E)  all of these.F) B) and D)
G) C) and E)

Question 8

Create an example of geodemographic segmentation.

Accepted Answer

Answers will vary bu...

Question 9

NASCAR re-directed its marketing efforts when a survey indicated that almost fifty percent of their race fans were female.What type of segmentation was used based on the survey results?

Accepted Answer

This is an...

Question 10

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of:

Accepted Answer

A)  occasion segmentation
B)  loyalty segmentation
C)  geographic segmentation
D)  psychographic segmentation
E)  demographic segmentationF) A) and B)
G) B) and D)

Question 11

Differences in weather and climate create opportunities for:

Accepted Answer

A)  concentrated targeting.
B)  geographic segmentation.
C)  benefit segmentation.
D)  psychographic segmentation.
E)  demographic segmentation.F) A) and E)
G) A) and B)

Question 12

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Accepted Answer

A)  substantial.
B)  responsive.
C)  profitable.
D)  reachable.
E)  all of these.F) A) and E)
G) A) and B)

Question 13

One of the reasons marketers use loyalty segmentation is:

Accepted Answer

A)  the high cost of finding new customers.
B)  government tax incentives for loyalty.
C)  accounting difficulties associated with identifying new customers.
D)  rapid population increases.
E)  the failure of micromarketing as a workable strategy.F) A) and D)
G) A) and C)

Question 14

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Accepted Answer

Again,answers will vary but creative stu...

Question 15

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider:

Accepted Answer

A)  mass marketing distribution potential and logistical support.
B)  the current size of the market and the expected growth rate.
C)  ease of pricing control and number of promotional outlets.
D)  the number of competitors,entry barriers,and product substitutes.
E)  all of these.F) A) and D)
G) C) and D)

Question 16

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Accepted Answer

A)  is the cheapest option.
B)  requires the use of advanced advertising techniques.
C)  rarely works.
D)  is often expensive.
E)  is ineffective without multiple brand names.F) A) and D)
G) B) and E)

Question 17

By designing subcompact cars specifically for Chinese consumers,American and Japanese auto makers are engaging in:

Accepted Answer

A)  geographic segmentation
B)  psychographic segmentation
C)  geodemographic segmentation
D)  demographic segmentation
E)  behavioral segmentationF) A) and B)
G) A) and D)

Question 18

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

Answers will vary.Professors might want ...

Question 19

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Accepted Answer

A) True 
 B)False

Question 20

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Accepted Answer

IDENTIFIABLE: A firm must be able to ide...

Exam 8: Segmentation, Targeting, and Positioning

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Correct AnswerverifiedAnswers will vary.Professors might want ...View AnswerShow Answer

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of:

Correct AnswerverifiedShow Answer

Within a perceptual map,a(n) _________________ represents where a particular market segment's desired product would lie.

Correct AnswerverifiedShow Answer

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider:

Correct AnswerverifiedShow Answer

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using ________________ segmentation.

Correct AnswerverifiedShow Answer

By designing subcompact cars specifically for Chinese consumers,American and Japanese auto makers are engaging in:

Correct AnswerverifiedShow Answer

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Correct AnswerverifiedShow Answer

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is _______________ his business relative to his competition.

Correct AnswerverifiedShow Answer

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Correct AnswerverifiedAgain,answers will vary but creative stu...View AnswerShow Answer

NASCAR re-directed its marketing efforts when a survey indicated that almost fifty percent of their race fans were female.What type of segmentation was used based on the survey results?

Correct AnswerverifiedThis is an...View AnswerShow Answer

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Correct AnswerverifiedShow Answer

Create an example of geodemographic segmentation.

Correct AnswerverifiedAnswers will vary bu...View AnswerShow Answer

In order to develop psychographic segments,the marketer must understand consumers':

Correct AnswerverifiedShow Answer

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Correct AnswerverifiedIDENTIFIABLE: A firm must be able to ide...View AnswerShow Answer

How have airline companies implemented loyalty segmentation?

Correct AnswerverifiedAirlines started with frequent...View AnswerShow Answer

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

Correct AnswerverifiedShow Answer

Differences in weather and climate create opportunities for:

Correct AnswerverifiedShow Answer

One of the reasons marketers use loyalty segmentation is:

Correct AnswerverifiedShow Answer

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Correct AnswerverifiedShow Answer

Firms use a differentiated targeting strategy because:

Correct AnswerverifiedShow Answer

Correct Answer
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Answers will vary.Professors might want ...
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Again,answers will vary but creative stu...
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Correct Answer
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This is an...
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Correct Answer
verified

Correct Answer
verified
Answers will vary bu...
View Answer

Correct Answer
verified

Correct Answer
verified
IDENTIFIABLE: A firm must be able to ide...
View Answer

Correct Answer
verified
Airlines started with frequent...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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