Question 1

Superior image,unique product features,and better service are all examples of ________.

Accepted Answer

A)  brand personalities
B)  brand positions
C)  perceptual maps
D)  competitive advantages
E)  customer touchpointsF) A) and E)
G) D) and E)

Question 2

The group of American consumers born between 1979 and 1994 is often called ________.

Accepted Answer

A)  baby busters
B)  the silent majority
C)  Generation Y
D)  tweens
E)  Generation XF) A) and B)
G) A) and C)

Question 3

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

Accepted Answer

A)  Concentrated targeting
B)  Positioning
C)  Benefit segmentation
D)  Mass customization
E)  CustomizationF) D) and E)
G) B) and C)

Question 4

After segmentation,the customer group selected by a firm is referred to as the target market.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

Accepted Answer

A)  segmentation
B)  differentiation
C)  targeting
D)  market mixing
E)  positioningF) A) and B)
G) A) and C)

Question 6

To evaluate the different target segments your company is considering,you would look at all of the following factors EXCEPT which one of the following?

Accepted Answer

A)  segment size
B)  segment growth
C)  segment reachability
D)  company culture
E)  company resourcesF) All of the above
G) D) and E)

Question 7

Explain why the Hispanic American population is particularly important to marketers.

Accepted Answer

The Hispanic American population is the ...

Question 8

Which of the following is NOT an example of a demographic segmentation variable?

Accepted Answer

A)  lifestyle
B)  income
C)  ethnic group
D)  gender
E)  ageF) B) and E)
G) A) and D)

Question 9

Which of the listed choices is NOT a positioning task?

Accepted Answer

A)  identifying a set of possible competitive advantages
B)  surveying frequent uses of the product
C)  analyzing competitors' positions
D)  finalizing the marketing mix
E)  evaluating responses to the marketing mixF) A) and B)
G) A) and D)

Question 10

Once a ________ is defined,the next step in positioning is for marketers to finalize the marketing mix.

Accepted Answer

A)  segmentation variable
B)  competitive advantage
C)  demographic strategy
D)  customer relationship management system
E)  concentrated targetF) C) and D)
G) A) and B)

Question 11

Competitive advantage can be created by offering a lower price for a product that is similar to the competition's product.

Accepted Answer

A) True 
 B)False

Question 12

Jolene Enterprises mass produces an all-purpose floor cleaner,mass distributes it,and mass promotes it.This firm uses a(n) ________.

Accepted Answer

A)  segmented strategy
B)  undifferentiated targeting strategy
C)  focused targeting strategy
D)  differentiated targeting strategy
E)  concentrated targeting strategyF) A) and E)
G) A) and B) B

Question 13

Age and gender are examples of demographic segmentation variables.

Accepted Answer

A) True 
 B)False

Question 14

Before selecting a targeting strategy,marketers should ________.

Accepted Answer

A)  select media for an advertising campaign
B)  develop segment profiles
C)  compare target markets
D)  implement a positioning strategy
E)  finalize the marketing mixF) A) and D)
G) All of the above

Question 15

Using a ________ targeting strategy,a company develops one or more products for each of several customer groups with different product needs.

Accepted Answer

A)  fragmented
B)  homogeneous
C)  custom
D)  differentiated
E)  mass customizationF) C) and D)
G) A) and B)

Question 16

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

Accepted Answer

A)  acculturation
B)  segmentation
C)  market fragmentation
D)  targeting
E)  positioningF) A) and B)
G) C) and E)

Question 17

When marketers at P&G selected Generation Y,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which of the following?

Accepted Answer

A)  market segmenting
B)  undifferentiated targeting
C)  differentiation
D)  targeting
E)  positioningF) B) and C)
G) A) and C)

Question 18

Which of the following best describes the market segment referred to as the bottom of the pyramid (BOP) ?

Accepted Answer

A)  a national segment of lower income consumers
B)  a national segment of non-native language speakers
C)  a national segment of individuals with a high-school only education
D)  a global segment of consumers who earn less than $2 per day
E)  a global segment of children in lower income familiesF) A) and B)
G) C) and D)

Question 19

A(n) ________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

Accepted Answer

A)  geocode
B)  NAICS classification
C)  segment profile
D)  internal market audit
E)  customer guideF) A) and E)
G) C) and E) C

Question 20

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three psychographic segmentation variables would you recommend using?

Accepted Answer

Students' answers will vary.Many students will list shared opinions,interests,and attitudes.Better students will include segments such as people who enjoy fishing,people who like to look at wildlife,vegetarians,people who are interested in adventure,and so forth.

Exam 7: Segmentation,target Marketing,and Positioning

Superior image,unique product features,and better service are all examples of ________.

Correct AnswerverifiedShow Answer

The group of American consumers born between 1979 and 1994 is often called ________.

Correct AnswerverifiedShow Answer

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

Correct AnswerverifiedShow Answer

After segmentation,the customer group selected by a firm is referred to as the target market.

Correct AnswerverifiedShow Answer

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

Correct AnswerverifiedShow Answer

To evaluate the different target segments your company is considering,you would look at all of the following factors EXCEPT which one of the following?

Correct AnswerverifiedShow Answer

Explain why the Hispanic American population is particularly important to marketers.

Correct AnswerverifiedThe Hispanic American population is the ...View AnswerShow Answer

Which of the following is NOT an example of a demographic segmentation variable?

Correct AnswerverifiedShow Answer

Which of the listed choices is NOT a positioning task?

Correct AnswerverifiedShow Answer

Once a ________ is defined,the next step in positioning is for marketers to finalize the marketing mix.

Correct AnswerverifiedShow Answer

Competitive advantage can be created by offering a lower price for a product that is similar to the competition's product.

Correct AnswerverifiedShow Answer

Jolene Enterprises mass produces an all-purpose floor cleaner,mass distributes it,and mass promotes it.This firm uses a(n) ________.

Correct AnswerverifiedB

Age and gender are examples of demographic segmentation variables.

Correct AnswerverifiedShow Answer

Before selecting a targeting strategy,marketers should ________.

Correct AnswerverifiedShow Answer

Using a ________ targeting strategy,a company develops one or more products for each of several customer groups with different product needs.

Correct AnswerverifiedShow Answer

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

Correct AnswerverifiedShow Answer

When marketers at P&G selected Generation Y,a demographic that includes college students,as an untapped group of potential customers for their Febreze line of products,they were executing which of the following?

Correct AnswerverifiedShow Answer

Which of the following best describes the market segment referred to as the bottom of the pyramid (BOP) ?

Correct AnswerverifiedShow Answer

A(n) ________ would probably include customer demographics,location,lifestyle information,and a description of how frequently the customer buys the product.

Correct AnswerverifiedC

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three psychographic segmentation variables would you recommend using?

Correct AnswerverifiedStudents' answers will vary.Many students will list shared opinions,interests,and attitudes.Better students will include segments such as people who enjoy fishing,people who like to look at wildlife,vegetarians,people who are interested in adventure,and so forth.

Correct Answer
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The Hispanic American population is the ...
View Answer

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B

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C

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Students' answers will vary.Many students will list shared opinions,interests,and attitudes.Better students will include segments such as people who enjoy fishing,people who like to look at wildlife,vegetarians,people who are interested in adventure,and so forth.