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The razor is an example of a product that appeals to both men and women, but companies figured out that ________.


A) the same product class cannot be used to attack different gender markets
B) grooming equipment may be needed by men but certainly not by women
C) there are different needs and wants for the same product category among different genders
D) markets should not be segmented based on gender
E) all products are clearly marketed for the primary consumption of both men and women

F) B) and E)
G) A) and B)

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Strategic fit means there is a good match of a target market to the firm's culture and resource capabilities.

A) True
B) False

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TRUE

Everything else being equal, ________ segmentation might lead a firm to offer its products based on some anticipated future payoff from the consumer.


A) income
B) occupational
C) educational
D) lifestyle
E) gender

F) All of the above
G) B) and D)

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One of the most straightforward and popular methods of segmentation is demographic.

A) True
B) False

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TRUE

Demographic segmentation is one of the most popular segmentation approaches because ________.


A) it takes into account the climate of different regions.
B) the needs and wants of customers remain constant based on demographic differences
C) it uses easily identifiable characteristics of human populations such as lifestyle
D) it is relatively easy to measure the variables used in this approach to segmentation
E) the demand for all kinds of products is determined by where a person lives

F) D) and E)
G) A) and C)

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D

Define the terms market segmentation, target marketing, and positioning.

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blured image is dividing a market into meaningful sm...

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Which of the following statements is TRUE of geographic segmentation?


A) It divides consumer groups based on a variety of readily measurable descriptive factors about the group.
B) In most instances, it is an insufficient criterion in and of itself.
C) It does not consider climate while segmenting markets.
D) It does not consider the size of population while segmenting markets.
E) It is useful because the demand for all kinds of products is determined by where a person lives.

F) None of the above
G) A) and D)

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Cateleya was born in 2001. She is a member of ________.


A) the baby boomer generation
B) the millennial generation
C) Generation Y
D) Generation X
E) Generation Z

F) A) and E)
G) None of the above

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Age is a commonly used method of segmentation. Age alone, however, may be dangerous because ________.


A) grouping older customers into one group is an approach that fails to consider the vast differences in other important variables
B) chronological age and psychological age are the same
C) older consumers exhibit very little differences from person to person on things such as income, mobility, and work status
D) this approach ignores chronological age
E) this approach presumes irregularity of consumer needs and wants by age

F) A) and E)
G) C) and D)

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Sociologists look for defining events such as major economic upheaval, wars, and ________ as triggers for generational change.


A) political stability
B) marketing opportunities
C) sociocultural revolution
D) foreign policy changes
E) population growth

F) A) and B)
G) None of the above

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An approach to segmenting consumer markets is ________ segmentation, which relies on consumer variables such as personality and AIOs (activities, interests, and opinions) to segment a market.


A) occupational
B) psychographic
C) geographic
D) educational
E) gender

F) A) and C)
G) C) and E)

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The largest generation is the Silent Generation.

A) True
B) False

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Describe the VALS framework.

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The VALS framework is a tool used to mea...

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Organizations communicate one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs and wants and what the product has to offer. Execution of this approach is referred to as a firm's ________ strategy.


A) segmentation
B) positioning
C) production
D) sales
E) distribution

F) A) and B)
G) A) and C)

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Concentrated target marketing is often used by ________.


A) large companies to dominate a market
B) start-up firms to enter a market as a focus player
C) multinational companies to enter a new market
D) software consulting firms that use Internet marketing
E) large e-commerce businesses to attract new customers

F) All of the above
G) A) and E)

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The local sandwich shop has always sold calorie-laden sandwiches and recently introduced six new sandwiches featuring vegetables and lower-calorie meats and cheeses to appeal to health-conscious customers. What strategy is the sandwich shop pursuing?


A) repositioning
B) one-to-one marketing
C) concentration
D) tertiary target marketing
E) 80/20 rule

F) A) and D)
G) A) and E)

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When a company tries to constantly develop the "next new thing," it is trying to establish ________ leadership as a source of differentiation.


A) service
B) image
C) price
D) personnel
E) innovative

F) A) and D)
G) C) and E)

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Catalina was born in 1940. She is a member of ________.


A) the baby boomer generation
B) the silent generation
C) Generation Y
D) Generation X
E) the Millennial generation

F) A) and C)
G) A) and B)

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One of the basic principles behind segmentation is that subgroups of customers can be identified on some basis of similarity.

A) True
B) False

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________ segmentation recognizes that there may be a number of consistent needs and wants demonstrated by consumers based on what type of job they have.


A) Occupational
B) Social
C) Age
D) Gender
E) Educational

F) A) and E)
G) A) and B)

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