Question 1

Psychographics is the segmentation method that delves into how consumers:

Accepted Answer

A)  adjust to demographic changes.
B)  allocate scarce incomes to a variety of goods and services.
C)  describe themselves.
D)  value their livelihoods.
E)  all of these.

Question 2

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Accepted Answer

A)  Tapping directly into needs and ideas of a target audience by inviting broad-based input.
B)  Identifying trends by observing a large group of people in a public place.
C)  Conducting focus group research.
D)  Conducting a test market.
E)  Estimating wide-scale sales from a test with a small crowd.

Question 3

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________________ segmentation.

Accepted Answer

A)  geodemographic
B)  benefit
C)  psychographic
D)  loyalty
E)  geographic

Question 4

Overriding desires that drive how we live our lives are called:

Accepted Answer

A)  self-values.
B)  self-concept.
C)  self-esteem.
D)  self-confidence.
E)  self-control.

Question 5

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

Accepted Answer

A)  geodemographic
B)  benefit
C)  psychographic
D)  loyalty
E)  geographic

Question 6

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 7

Retail store chains often use _____________________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.

Accepted Answer

A)  geodemographic
B)  benefit
C)  psychographic
D)  loyalty
E)  geographic

Question 8

Identify two segmentation methods used in segmenting markets and give an example of a situation where each might be used.

Accepted Answer

Answers will vary; the student...

Question 9

The STP process is made up of strategy,targeting and promotion.

Accepted Answer

A) True 
 B)False

Question 10

A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:

Accepted Answer

A)  providing classes at convenient times and offering online courses.
B)  discount pricing for students taking more than twelve credit hours.
C)  the higher average salaries earned by college graduates.
D)  the great variety of classes offered.
E)  the number of Nobel Prize winners on the faculty.

Question 11

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Accepted Answer

A)  categorize each market segment by consumer demographics.
B)  establish her overall objectives.
C)  decide on a targeting strategy.
D)  develop a positioning strategy.
E)  evaluate the attractiveness of each segment.

Question 12

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Accepted Answer

A) True 
 B)False

Question 13

Innovators,Thinkers,Achievers,and Experiencers are VALS classifications based on:

Accepted Answer

A)  motivation.
B)  income.
C)  health.
D)  innovativeness.
E)  all of these.

Question 14

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Accepted Answer

A)  better Medicaid and Medicare payments.
B)  a perceptual map of the imaging landscape.
C)  more product features than the competition offers.
D)  lower prices than the competition offers.
E)  a clear,distinctive,and desirable understanding of their products relative to competing products.

Question 15

When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be _____________ to the company's offerings.

Accepted Answer

A)  responsive
B)  perceptive
C)  identifiable
D)  reachable
E)  quantifiable

Question 16

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Accepted Answer

Students' answers will depend on the cho...

Question 17

List the steps in the Segmentation,Targeting and Positioning Process.

Accepted Answer

Segmentation (Step 1 - Strategy or Objec...

Question 18

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to:

Accepted Answer

A)  emphasize the benefits these consumers are looking for in a college education.
B)  lower the price for this market segment.
C)  offer alternative courses based on geographic location.
D)  employ loyalty marketing strategies.
E)  utilize micromarketing strategies.

Question 19

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be:

Accepted Answer

A)  substantial.
B)  perceptive.
C)  identifiable.
D)  reachable.
E)  responsive.

Question 20

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of ______________ segmentation.

Accepted Answer

A)  geographic
B)  self-concept
C)  psychographic
D)  benefit
E)  behavioral

Exam 8: Segmentation, Targeting, and Positioning

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

Correct Answer
verified

Correct Answer
verified

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to:

Correct Answer
verified

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Correct Answer
verified

When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be _____________ to the company's offerings.

Correct Answer
verified

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Correct Answer
verified
Students' answers will depend on the cho...
View Answer

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Correct Answer
verified

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________________ segmentation.

Correct Answer
verified

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be:

Correct Answer
verified

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Correct Answer
verified

List the steps in the Segmentation,Targeting and Positioning Process.

Correct Answer
verified
Segmentation (Step 1 - Strategy or Objec...
View Answer

Overriding desires that drive how we live our lives are called:

Correct Answer
verified

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Correct Answer
verified

The STP process is made up of strategy,targeting and promotion.

Correct Answer
verified

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of ______________ segmentation.

Correct Answer
verified

Innovators,Thinkers,Achievers,and Experiencers are VALS classifications based on:

Correct Answer
verified

Psychographics is the segmentation method that delves into how consumers:

Correct Answer
verified

Retail store chains often use _____________________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.

Correct Answer
verified

Identify two segmentation methods used in segmenting markets and give an example of a situation where each might be used.

Correct Answer
verified
Answers will vary; the student...
View Answer

A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:

Correct Answer
verified

Exam 8: Segmentation, Targeting, and Positioning

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to:

Correct AnswerverifiedShow Answer

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Correct AnswerverifiedShow Answer

When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be _____________ to the company's offerings.

Correct AnswerverifiedShow Answer

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Correct AnswerverifiedStudents' answers will depend on the cho...View AnswerShow Answer

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Correct AnswerverifiedShow Answer

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________________ segmentation.

Correct AnswerverifiedShow Answer

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be:

Correct AnswerverifiedShow Answer

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Correct AnswerverifiedShow Answer

List the steps in the Segmentation,Targeting and Positioning Process.

Correct AnswerverifiedSegmentation (Step 1 - Strategy or Objec...View AnswerShow Answer

Overriding desires that drive how we live our lives are called:

Correct AnswerverifiedShow Answer

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Correct AnswerverifiedShow Answer

The STP process is made up of strategy,targeting and promotion.

Correct AnswerverifiedShow Answer

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of ______________ segmentation.

Correct AnswerverifiedShow Answer

Innovators,Thinkers,Achievers,and Experiencers are VALS classifications based on:

Correct AnswerverifiedShow Answer

Psychographics is the segmentation method that delves into how consumers:

Correct AnswerverifiedShow Answer

Retail store chains often use _____________________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.

Correct AnswerverifiedShow Answer

Identify two segmentation methods used in segmenting markets and give an example of a situation where each might be used.

Correct AnswerverifiedAnswers will vary; the student...View AnswerShow Answer

A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' answers will depend on the cho...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Segmentation (Step 1 - Strategy or Objec...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary; the student...
View Answer

Correct Answer
verified