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Exam 5: Market Segmentation

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Question 31

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 "The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario. 

A)  mass market
B)  post hoc
C)  psychographic
D)  geodemographic

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Question 32

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A company is entering the deodorant market.Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers,light users,or heavy users of deodorants.Which of the following approaches to segmentation is the company using? 

A)  A priori segmentation
B)  Empirical segmentation
C)  Post hoc segmentation
D)  A posteriori segmentation

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Question 33

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MicroBionics manufactures digital hearing aids,which unlike analog hearing aids,can be programmed to mask out external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.Target market opportunities exist within the maturing baby boomer segment.One challenge that the company faces lies in the existence of a competing and well-established brand called BelTone.In terms of the market segmentation process,MicroBionics has completed which of the following steps? 

Consumer attitudes,preferences,and benefits sought that are determined through marketing research: 

 According to the VALS™ framework,consumers categorized as experiences and makers are motivated primarily by _____.

According to the VALS™ framework,which of the following psychographic groups may be motivated by any of the three motivations of achievement,self-expression,and ideals?

 According to the VALS™ framework,the _____ are consumers who are change leaders and are most receptive to new ideas and technologies.

 The best-known psychographic segmentation called _____,was originally developed in the 1970s. 

_____ refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then,the size of each of these groups and demographic and psychographic profiles are determined.

Which of the following constitutes a viable market segment?

 Chewies has been a favorite candy for many Southerners for years.The caramel,peanut,marshmallow and chocolate confectionaries are distributed through retail outlets in the South-Eastern regions of America.Its manufacturers recently started selling the candy through certain mail-order catalogs.Through previous research and experience,the marketing managers were able to use the _____ segmentation approach to gather information that would help determine the appropriate target groups for the mail-order catalogs for Chewies. 

In which of the following stages does a firm decide not to enter the market after conducting a suitable analysis of the viability of the market?

Danko,Inc.has manufactured a new line of wristwatches that can withstand extreme conditions,such as below freezing temperatures.The watches are also waterproof and heat-resistant.The company is marketing these watches specifically to adventurers and extreme sports enthusiasts,such as mountain climbers and scuba divers.Danko positioned their line of wristwatches:

Gable Brothers,Inc.is trying to find viable market for its new brand fountain pen.After conducting a psychographic segmentation,it found that the segment of potential consumers is so small that the volume in sales would not be profitable for the company.Therefore,top management has decided to not release the product into the market.Which of the following stages of the market segmentation process is the company currently in?

An entrepreneur has developed a self-service soda-bottling machine.Customers can fill their own plastic soda bottles with 18 regular and diet flavors by placing empty bottles under a nozzle,depositing coin and punching a series of buttons.The machine dispenses the requested soda and a bar-coded dietary information sticker,which the customer places on the bottle.The entrepreneur must now determine where to locate the machines by studying the market and then grouping outlets on the basis of her research findings.This is an example of the _____ segmentation approach. 

Altron Herbals is trying to market a new sunscreen lotion.In order to find out which segment of the market they should target,they have prepared a questionnaire that asks potential consumers about lifestyles,especially their activities,interests,and opinions.Based on their answers,the consumers are grouped into separate categories.Which of the following market segmentation approaches has Altron used in this scenario?

Which of the following describes the function of geodemographic segmentation?

 For a segment to be measurable,the firm must be able to measure its: 

 Which of the following statements is true about a firm's decision to "mass market" a product? 

Which of the following steps would a company undertake after it has determined the basic segments of the market that could potentially be satisfied with its product?