Question 1

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Accepted Answer

A)  segment
B)  differentiate
C)  explain
D)  promote
E)  repositionF) None of the above
G) C) and D)

Question 2

The market segmentation strategy known as frequency marketing focuses on

Accepted Answer

A)  trial.
B)  the average number of times a person in the target audience is exposed to an advertisement.
C)  consumption preferences.
D)  turnover.
E)  usage rate.F) D) and E)
G) None of the above

Question 3

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A)  estimated expenses for products sold.
B)  products offered or potential marketing actions by an organization.
C)  total anticipated revenue.
D)  total anticipated profit.
E)  market share of the closest competitor.F) B) and D)
G) A) and D)

Question 4

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

Accepted Answer

A)  psychographic segmentation
B)  retail outlet segmentation
C)  demographic segmentation
D)  behavioral segmentation
E)  geographic segmentationF) A) and C)
G) A) and B)

Question 5

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Accepted Answer

A)  the extra cost of developing and producing additional versions of the product.
B)  creating a customer service gap.
C)  indirect distribution and logistics problems.
D)  restructuring the firm's strategic planning.
E)  amortization costs of product enhancements.F) B) and D)
G) D) and E)

Question 6

Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it adds to the manufacturer's sales revenues and profits, serves customers' needs better, and

Accepted Answer

A)  conforms to all FDA guidelines.
B)  creates economy of scale.
C)  doesn't reduce quality or increase price.
D)  decreases the cost of the physical plant.
E)  stabilizes the sales revenues and profits.F) A) and E)
G) D) and E)

Question 7

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

Accepted Answer

A)  psychographic
B)  behavioral
C)  demographic
D)  social
E)  geographicF) A) and C)
G) A) and B)

Question 8

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

Accepted Answer

A)  eliminate potential nonbuyers
B)  identify segmentation variables
C)  select the market segment(s)  to target
D)  redirect their purchase behaviors
E)  ignore any and all similaritiesF) All of the above
G) A) and C)

Question 9

What are the three types of data needed from consumers to develop a perceptual map?

Accepted Answer

In determining a brand's position and th...

Question 10

Which of the following is a criterion used in forming market segments?

Accepted Answer

A)  similarity of segments to competitors' segments
B)  differences between potential suppliers or distributors
C)  differences of needs of buyers within a segment
D)  market size of the segment
E)  simplicity and cost-effectiveness of assigning potential buyers to segmentsF) A) and D)
G) A) and B)

Question 11

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called

Accepted Answer

A)  product differentiation.
B)  product innovation.
C)  market delineation.
D)  market segmentation.
E)  product groupings.F) C) and D)
G) A) and B)

Question 12

Variables that are based on some objective physical (gender, ethnicity) , measurable (age, income) , or other classification attribute (occupation)  of prospective customers are used in which segmentation base?

Accepted Answer

A)  personality
B)  usage
C)  needs
D)  demographic
E)  behavioralF) A) and E)
G) C) and D)

Question 13

All of the following are psychographic segmentation variables except

Accepted Answer

A)  lifestyle.
B)  needs.
C)  birth era.
D)  PRIZM.
E)  personality.F) A) and B)
G) A) and E)

Question 14

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

Accepted Answer

A)  segmentation synergies.
B)  marketing synergies.
C)  product synergies.
D)  the 80/20 rule.
E)  frequency marketing.F) A) and B)
G) D) and E)

Question 15

Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carryout a full day's schedule. The segmentation strategy of British Airways is an example of

Accepted Answer

A)  life stage segmentation.
B)  lifestyle segmentation.
C)  social class segmentation.
D)  behavioral segmentation.
E)  psychographic segmentation.F) B) and E)
G) None of the above

Question 16

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Accepted Answer

A)  self-regulatory industry standards
B)  government regulations
C)  top-level management
D)  buyers' or market needs
E)  controllable environmental factorsF) A) and D)
G) B) and D)

Question 17

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Synergy analysis seeks opportunities by ...

Question 18

The third step in segmenting and targeting markets that links customer needs to marketing actions is to

Accepted Answer

A)  group potential buyers into segments.
B)  group products to be sold into categories.
C)  select target markets.
D)  develop a market-product grid and estimate size of markets.
E)  take marketing actions to reach target markets.F) B) and C)
G) C) and E)

Question 19

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A)  estimated expenses for products sold.
B)  products offered or potential marketing actions by an organization.
C)  total anticipated revenue.
D)  total anticipated profit.
E)  market share of the closest competitor.F) B) and E)
G) D) and E)

Question 20

Manufacturing a product only when there is an order from a customer is referred to as

Accepted Answer

A)  order customization.
B)  a one product, one market segment strategy.
C)  synergistic marketing.
D)  build-to-order.
E)  specialty customization.F) B) and D)
G) D) and E)

Exam 9: Market Segmentation Targeting and Positioning

A market-product grid is a framework to relate the market segments of potential buyers to

Correct Answer
verified

A market-product grid is a framework to relate the market segments of potential buyers to

Correct Answer
verified

All of the following are psychographic segmentation variables except

Correct Answer
verified

Explain the difference between marketing synergies and product synergies.

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

Correct Answer
verified

Which of the following is a criterion used in forming market segments?

Correct Answer
verified

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

Correct Answer
verified

Variables that are based on some objective physical (gender, ethnicity) , measurable (age, income) , or other classification attribute (occupation) of prospective customers are used in which segmentation base?

Correct Answer
verified

Correct Answer
verified

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

Correct Answer
verified

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called

Correct Answer
verified

The market segmentation strategy known as frequency marketing focuses on

Correct Answer
verified

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Correct Answer
verified

What are the three types of data needed from consumers to develop a perceptual map?

Correct Answer
verified
In determining a brand's position and th...
View Answer

The third step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct Answer
verified

Manufacturing a product only when there is an order from a customer is referred to as

Correct Answer
verified

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

Correct Answer
verified

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

Correct Answer
verified

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Correct Answer
verified

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Correct Answer
verified

Exam 9: Market Segmentation Targeting and Positioning

A market-product grid is a framework to relate the market segments of potential buyers to

Correct AnswerverifiedShow Answer

A market-product grid is a framework to relate the market segments of potential buyers to

Correct AnswerverifiedShow Answer

All of the following are psychographic segmentation variables except

Correct AnswerverifiedShow Answer

Explain the difference between marketing synergies and product synergies.

Correct AnswerverifiedSynergy analysis seeks opportunities by ...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a criterion used in forming market segments?

Correct AnswerverifiedShow Answer

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

Correct AnswerverifiedShow Answer

Variables that are based on some objective physical (gender, ethnicity) , measurable (age, income) , or other classification attribute (occupation) of prospective customers are used in which segmentation base?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 of the U.S. regions. What is the basis of its market segmentation strategy?

Correct AnswerverifiedShow Answer

By dividing its tennis racquet market into three categories, which it labels Performance, Recreational, and Junior tennis players, Prince Sports is using a marketing strategy called

Correct AnswerverifiedShow Answer

The market segmentation strategy known as frequency marketing focuses on

Correct AnswerverifiedShow Answer

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Correct AnswerverifiedShow Answer

What are the three types of data needed from consumers to develop a perceptual map?

Correct AnswerverifiedIn determining a brand's position and th...View AnswerShow Answer

The third step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct AnswerverifiedShow Answer

Manufacturing a product only when there is an order from a customer is referred to as

Correct AnswerverifiedShow Answer

In an Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

Correct AnswerverifiedShow Answer

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly to create loyal customers. Airlines are using __________ segmentation here.

Correct AnswerverifiedShow Answer

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Correct AnswerverifiedShow Answer

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Correct AnswerverifiedShow Answer

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Synergy analysis seeks opportunities by ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
In determining a brand's position and th...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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