Question 1

Which of the following is a criterion used for selecting a target market?

Accepted Answer

A)   similarity of needs of potential buyers within a segment
B)   difference of needs of buyers between segments
C)   expected growth of a segment
D)   feasibility of a marketing action to reach a segment
E)   simplicity and cost of assigning potential buyers to segmentsF) B) and E)
G) B) and D)

Question 2

Figure 9-9
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Accepted Answer

A)   the first potential growth opportunity would be the breakfast market.
B)   there are multiple markets and actions that can be simultaneously addressed.
C)   a single kind of marketing action can reach customers that buy different product groupings.
D)   the product offerings are virtually the same and the marketing action can be as simple as offering current customers coupons.
E)   the columns correspond to sales synergies and efficiencies.F) A) and B)
G) B) and D)

Question 3

Frequency marketing is a market segmentation strategy that focuses on

Accepted Answer

A)   trial.
B)   the average number of times a person in the target audience is exposed to an advertisement.
C)   usage rate.
D)   consumption incidence.
E)   turnover.F) C) and D)
G) A) and B)

Question 4

Market segmentation stresses __________ and relating them to specific marketing actions.

Accepted Answer

A)   grouping people randomly within a market
B)   grouping people according to similar needs
C)   splitting people randomly within a market
D)   dividing people into the smallest groups possible
E)   identifying potential new buyers who are not yet familiar with a new productF) B) and C)
G) A) and D)

Question 5

relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) __________.

Accepted Answer

A)   market segment
B)   target market
C)   customer base
D)   ultimate consumer
E)   preferred customerF) A) and B)
G) C) and E)

Question 6

Timex wristwatches can be purchased for less than $30 while some Rolex wristwatches carry a price tag of several thousand dollars.In general,consumers view Timex watches as being dependable,relatively accurate,and inexpensive.The Rolex brand tends to be perceived as an expensive status symbol.Timex watches can be purchased in drug stores,discount stores,and department stores in all sizes of communities.Rolex watches are distributed more selectively,and are often available only in fine jewelry stores or specialty shops in major cities.By using distinctly different pricing and distribution strategies,the marketers of Rolex watches

Accepted Answer

A)   compete for the same segment through different channels of distribution.
B)   develop similar products as Timex but under different names.
C)   use a differentiation positioning strategy.
D)   compete for the same customers through similar retail outlets.
E)   create cognitive dissonance in consumers who purchased Timex wristwatches.F) A) and D)
G) B) and E)

Question 7

Usage rate refers to

Accepted Answer

A)   the percentage of total possible users divided by the total number of consumers who actually use a product or service.
B)   the average number of times a customer uses a product or service.
C)   quantity consumed or patronage (store visits)  during a specific period.
D)   the maximum number of times a customer uses a product or service.
E)   the profits a firm earns from customers who consume a particular product or service.F) A) and D)
G) B) and D)

Question 8

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Accepted Answer

A)   rate of recurrence
B)   product utilization
C)   incidence
D)   frequency marketing
E)   consumption indexF) A) and D)
G) B) and E)

Question 9

best segmentation approach is the one that

Accepted Answer

A)   makes it easiest to reach the segment.
B)   maximizes the opportunity for future profit and ROI.
C)   recognizes different needs of buyers among different segments.
D)   recognizes similarities of needs of potential buyers within a segment.
E)   is simplest and least costly in assigning potential buyers to segments.F) B) and C)
G) None of the above

Question 10

segmentation strategy used by Prince Sports today is

Accepted Answer

A)   geographic.
B)   behavioral.
C)   psychographic.
D)   socioeconomic.
E)   resource-based.F) A) and B)
G) B) and D)

Question 11

marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Accepted Answer

A)   product repositioning
B)   points of difference
C)   market differentiation
D)   product positioning
E)   product differentiationF) A) and B)
G) C) and E)

Question 12

the sneaker business,Heelys initially was practicing __________ positioning with sneakers that were similar in consumers' minds,so it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel.

Accepted Answer

A)   head-to-head
B)   parallel market
C)   lateral
D)   repositioning
E)   differentiationF) C) and E)
G) A) and B)

Question 13

Which of the following is NOT a reason to segment a market?

Accepted Answer

A)   The ability to assign buyers to a segment is simple and cost-effective.
B)   All the buyers in the entire market have similar wants and needs.
C)   It would cause an increase in market share or profit.
D)   There is a potential marketing action to reach it.
E)   There are different wants and needs of buyers in the entire market.F) A) and C)
G) A) and E)

Question 14

are the segmentation bases for U.S.organizational (business)markets?

Accepted Answer

Organizational (business)marke...

Question 15

Criteria for forming segments involve both similarities and differences.The similarities must be ____________ a segment,and the differences must be __________ segments.

Accepted Answer

A)   between; among
B)   throughout; absent in
C)   within; among
D)   absent in; throughout
E)   among; acrossF) A) and D)
G) A) and E)

Question 16

Australia-based Renewable Energy Ltd.sells a $10 million device that converts manure into energy.One of these devices is capable of generating energy equal to $2 million of natural gas per year.The company believes its target market consists of businesses that use a lot of energy like its first customer,a fertilizer manufacturer that was located in a rural area.If the firm decides to expand to the U.S.,it most likely will use which of the following strategies to segment its market?

Accepted Answer

A)   behavioral and geographic
B)   number of employees and behavioral
C)   purchase location and purchase type
D)   NAICS code and geographic
E)   behavioral and NAICS codeF) A) and B)
G) None of the above

Question 17

minimize the cannibalization of a brand's sales within its product line,firms often use

Accepted Answer

A)   head-to-head positioning.
B)   lateral positioning.
C)   differentiation positioning.
D)   market repositioning.
E)   the 80/20 rule.F) B) and C)
G) A) and D)

Question 18

Grape-Nuts cereal has been marketed since the early 20th century.Its market share has been steadily declining as consumers began associating it with something their grandfathers ate.Post recently launched a campaign to increase consumption of the cereal by inviting consumers to sprinkle the crunchy cereal on yogurt,salad,or soup as a delicious addition.Post wanted to convince people either who had never tried the cereal or who were familiar with the product to use it in a variety of different ways.In this example,Post is using which segmentation variable?

Accepted Answer

A)   needs
B)   lifestyle
C)   behavioral
D)   psychographic
E)   demographicF) B) and E)
G) All of the above

Question 19

Figure 9-10
-Figure 9-10 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus after you've chosen the market segments to target and the product groupings to offer based on the market size estimates.The next step is to develop a simple marketing action to reach a target market.Sending out coupons for "10 percent off all purchases between 2:00 PM and 4:30 PM" during the winter quarter would target potential

Accepted Answer

A)   dormitory customers.
B)   night commuter customers.
C)   between-meal snack customers.
D)   after-dinner snack customers.
E)   apartment customers.F) A) and B)
G) A) and E)

Question 20

Figure 9-1
-Figure 9-1 above,"C" represents which stage of the market segmentation process?

Accepted Answer

A)   link needs to actions
B)   identify market needs
C)   establish a marketing protocol
D)   execute marketing program actions
E)   segment and select the target marketsF) D) and E)
G) A) and E)

Exam 9: Market Segmentation,Targeting,and Positioning

Frequency marketing is a market segmentation strategy that focuses on

Correct Answer
verified

Criteria for forming segments involve both similarities and differences.The similarities must be __ a segment,and the differences must be segments.

Correct Answer
verified

the sneaker business,Heelys initially was practicing __________ positioning with sneakers that were similar in consumers' minds,so it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel.

Correct Answer
verified

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Correct Answer
verified

Correct Answer
verified

Market segmentation stresses __________ and relating them to specific marketing actions.

Correct Answer
verified

Correct Answer
verified

Usage rate refers to

Correct Answer
verified

Correct Answer
verified

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Correct Answer
verified

Which of the following is NOT a reason to segment a market?

Correct Answer
verified

minimize the cannibalization of a brand's sales within its product line,firms often use

Correct Answer
verified

best segmentation approach is the one that

Correct Answer
verified

relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) __________.

Correct Answer
verified

segmentation strategy used by Prince Sports today is

Correct Answer
verified

marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct Answer
verified

Figure 9-1 -Figure 9-1 above,"C" represents which stage of the market segmentation process?

Correct Answer
verified

Which of the following is a criterion used for selecting a target market?

Correct Answer
verified

Correct Answer
verified

are the segmentation bases for U.S.organizational (business)markets?

Correct Answer
verified
Organizational (business)marke...
View Answer

Exam 9: Market Segmentation,Targeting,and Positioning

Frequency marketing is a market segmentation strategy that focuses on

Correct AnswerverifiedShow Answer

Criteria for forming segments involve both similarities and differences.The similarities must be ____________ a segment,and the differences must be __________ segments.

Correct AnswerverifiedShow Answer

the sneaker business,Heelys initially was practicing __________ positioning with sneakers that were similar in consumers' minds,so it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel.

Correct AnswerverifiedShow Answer

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Market segmentation stresses __________ and relating them to specific marketing actions.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Usage rate refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Correct AnswerverifiedShow Answer

Which of the following is NOT a reason to segment a market?

Correct AnswerverifiedShow Answer

minimize the cannibalization of a brand's sales within its product line,firms often use

Correct AnswerverifiedShow Answer

best segmentation approach is the one that

Correct AnswerverifiedShow Answer

relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

segmentation strategy used by Prince Sports today is

Correct AnswerverifiedShow Answer

marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct AnswerverifiedShow Answer

Figure 9-1 -Figure 9-1 above,"C" represents which stage of the market segmentation process?

Correct AnswerverifiedShow Answer

Which of the following is a criterion used for selecting a target market?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

are the segmentation bases for U.S.organizational (business)markets?

Correct AnswerverifiedOrganizational (business)marke...View AnswerShow Answer

Correct Answer
verified

Criteria for forming segments involve both similarities and differences.The similarities must be __ a segment,and the differences must be segments.

Correct Answer
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Organizational (business)marke...
View Answer