Question 1

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Accepted Answer

A)   it is based on underlying motivations of target customers.
B)   it is easier to use than demographics.
C)   the travel business doesn't respond well to other approaches to segmentation.
D)   psychographics is the preferred method for service businesses.
E)   psychographic segmentation is the least expensive method.

Question 2

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

Accepted Answer

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

Question 3

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Accepted Answer

A)   geographic
B)   benefit-based
C)   economic
D)   global
E)   concentrated

Question 4

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

Question 5

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Accepted Answer

Micromarketing (or one-to-one marketing)...

Question 6

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

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 7

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)   demographic

Question 8

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

Accepted Answer

A)   mass marketing of 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)   profitability and customer buying behavior.

Question 9

You are the marketing manager of a company that sells indoor lighting fixtures.When developing the company's positioning strategy,you choose to position the company's offerings against the offerings of your competitors.What would you expect your competitors to do?

Accepted Answer

Students should identify the dynamic nat...

Question 10

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider

Accepted Answer

A)   the features the engineers feel are most important.
B)   the ways the sales representatives have been positioning the firm's products.
C)   the characteristics that helped his firm win a statewide award for excellence in manufacturing.
D)   what the target market would consider the most important features.
E)   the safety record of the firm and its products.

Question 11

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company

Accepted Answer

A)   differentiated its product.
B)   streamlined its delivery process.
C)   created a new class of micromarketing.
D)   defined consumers' basic needs.
E)   redefined mass customization.

Question 12

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Accepted Answer

A)   micromarketing.
B)   concentrated targeting.
C)   psychographic segmentation.
D)   differentiated targeting.
E)   undifferentiated targeting.

Question 13

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.Given this fact,this type of advertising will be more useful to marketers engaged in __________ segmentation.

Accepted Answer

A)   demographic
B)   psychographic
C)   behavioral
D)   benefits
E)   geographic

Question 14

All of the following are one of the main components of a value proposition except

Accepted Answer

A)   the target market.
B)   the name of the product or brand being offered.
C)   the product/service category or concept being offered.
D)   the price of the product or service being offered.
E)   the unique point of difference or benefits offered.

Question 15

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)   buying patterns and behaviors.

Question 16

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.

Question 17

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 18

Imagine that you are a marketing executive at a toothpaste manufacturing company.How would you create and use a perceptual map? What positioning criteria might you use in creating it?

Accepted Answer

Creating a perceptual map involves six s...

Question 19

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 likely more costly than an undifferentiated strategy.
E)   is ineffective without multiple brand names.

Question 20

Your business is best described as an entrepreneurial start-up venture with limited resources.It sells basketball sneakers for women.Describe the marketing strategy that is most beneficial for your company.

Accepted Answer

Entrepreneurial start-up ventu...

Exam 9: Segmentation,targeting,and Positioning

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

You are the marketing manager of a company that sells indoor lighting fixtures.When developing the company's positioning strategy,you choose to position the company's offerings against the offerings of your competitors.What would you expect your competitors to do?

Correct Answer
verified
Students should identify the dynamic nat...
View Answer

Your business is best described as an entrepreneurial start-up venture with limited resources.It sells basketball sneakers for women.Describe the marketing strategy that is most beneficial for your company.

Correct Answer
verified
Entrepreneurial start-up ventu...
View Answer

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

Correct Answer
verified

To develop psychographic segments,the marketer must understand consumers'

Correct Answer
verified

Imagine that you are a marketing executive at a toothpaste manufacturing company.How would you create and use a perceptual map? What positioning criteria might you use in creating it?

Correct Answer
verified
Creating a perceptual map involves six s...
View Answer

All of the following are one of the main components of a value proposition except

Correct Answer
verified

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct Answer
verified

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

Correct Answer
verified

Differences in weather and climate create opportunities for

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct Answer
verified

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider

Correct Answer
verified

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 Answer
verified

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Correct Answer
verified
Micromarketing (or one-to-one marketing)...
View Answer

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company

Correct Answer
verified

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Correct Answer
verified

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Correct Answer
verified

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

Correct Answer
verified

Exam 9: Segmentation,targeting,and Positioning

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

You are the marketing manager of a company that sells indoor lighting fixtures.When developing the company's positioning strategy,you choose to position the company's offerings against the offerings of your competitors.What would you expect your competitors to do?

Correct AnswerverifiedStudents should identify the dynamic nat...View AnswerShow Answer

Your business is best described as an entrepreneurial start-up venture with limited resources.It sells basketball sneakers for women.Describe the marketing strategy that is most beneficial for your company.

Correct AnswerverifiedEntrepreneurial start-up ventu...View AnswerShow Answer

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

Correct AnswerverifiedShow Answer

To develop psychographic segments,the marketer must understand consumers'

Correct AnswerverifiedShow Answer

Imagine that you are a marketing executive at a toothpaste manufacturing company.How would you create and use a perceptual map? What positioning criteria might you use in creating it?

Correct AnswerverifiedCreating a perceptual map involves six s...View AnswerShow Answer

All of the following are one of the main components of a value proposition except

Correct AnswerverifiedShow Answer

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct AnswerverifiedShow Answer

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

Correct AnswerverifiedShow Answer

Differences in weather and climate create opportunities for

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct AnswerverifiedShow Answer

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should 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

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Correct AnswerverifiedMicromarketing (or one-to-one marketing)...View AnswerShow Answer

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company

Correct AnswerverifiedShow Answer

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Correct AnswerverifiedShow Answer

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Correct AnswerverifiedShow Answer

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Students should identify the dynamic nat...
View Answer

Correct Answer
verified
Entrepreneurial start-up ventu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Creating a perceptual map involves six s...
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

Correct Answer
verified

Correct Answer
verified
Micromarketing (or one-to-one marketing)...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified