Question 1

the United States,the Harry Potter series of books were often at the top of The New York Times fiction bestseller list.These books have been marketed to preteen,teen,and adult readers around the world.Scholastic Press,the publisher of the Harry Potter books in the U.S.,is using which of the following segmentation strategies?

Accepted Answer

A)   multiple products with one segment
B)   one product with one channel of distribution
C)   one product with multiple market segments
D)   one product with changes based on customer behavior
E)   multiple products with multiple segmentsF) None of the above
G) D) and E)

Question 2

first step in segmenting and targeting markets that link customer needs to marketing actions is to

Accepted Answer

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

Question 3

Cannibalization would most likely occur if

Accepted Answer

A)   Dell adds high-end speaker systems to its line.
B)   General Mills launches Chocolate Cheerios.
C)   General Motors markets a sport coupe similar to the BMW Z4.
D)   Pillsbury adds boxed sugar to its product line.
E)   Procter & Gamble adds a new line of baby clothing to its product mix.F) A) and B)
G) B) and C)

Question 4

recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.Which segmentation base did these organizations use most?

Accepted Answer

A)   behavioral
B)   psychographic
C)   geographic
D)   demographic
E)   productF) A) and D)
G) A) and B)

Question 5

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Accepted Answer

A)   a low-priced product to a high-income or high net worth segment.
B)   a high-priced product to a low-income or low net worth segment.
C)   different variations of the same basic offering to high-end and low-end segments.
D)   a high-priced and a low-priced offering to a single market segment.
E)   different offerings to high-end and low-end segments.F) A) and E)
G) B) and D)

Question 6

Samsung sells its target markets many different types of TVs.The larger TVs can be outfitted with surround sound at a higher price than the smaller ones.Samsung is using which type of segmentation variable in this example?

Accepted Answer

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

Question 7

is market segmentation and why is it important?

Accepted Answer

Market segmentation involves aggregating...

Question 8

a telemarketer calls to sell a consumer life insurance,the last questions asked is what category does the person's household income fall into (less than $50,000; $50,000 to $99,999; and $100,000 and over) .When the telemarketer asks about household income,this indicates the use of which type of consumer segmentation variable?

Accepted Answer

A)   usage
B)   behavior
C)   demographic
D)   buying situation
E)   psychographicF) None of the above
G) A) and D)

Question 9

place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Accepted Answer

A)   product repositioning.
B)   relative positioning.
C)   competitive positioning.
D)   product positioning.
E)   selective perception.F) A) and B)
G) B) and E)

Question 10

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Accepted Answer

A)   Mac Pro and MacBook Pro.
B)   Mac Pro and iMac.
C)   Mac Pro and MacBook Air.
D)   Mac Pro and Mac Mini.
E)   iMac and Mac Mini.F) B) and D)
G) D) and E)

Question 11

Figure 9-5
-According to Figure 9-5 above,people who ate at fast-food restaurants about twice a week would most likely be considered a

Accepted Answer

A)   light user.
B)   medium user.
C)   heavy user.
D)   uncommitted user.
E)   potential prospect.F) A) and E)
G) A) and B)

Question 12

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

Accepted Answer

A)   it was easier to forecast future sales since there were fewer market-product combinations.
B)   customers could buy in quantity and take advantage of quantity discounts.
C)   their suppliers provided free displays and shelving to highlight Hallmark's products.
D)   it helped buyers relate to the products and make decisions in a more meaningful way.
E)   it allowed customers to compare price and quality with competitors who displayed their products in a similar manner.F) All of the above
G) None of the above

Question 13

Which of the following is an example of a multiple products and multiple markets strategy?

Accepted Answer

A)   College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B)   A new movie used several different movie trailers. One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C)   Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens.
D)   Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
E)   Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) B) and C)
G) All of the above

Question 14

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Accepted Answer

The five key steps in segmenting and tar...

Question 15

80/20 rule is most closely related to which consumer segmentation variable?

Accepted Answer

A)   geographic.
B)   psychographic
C)   benefits sought
D)   geographic
E)   usage rateF) C) and D)
G) B) and C)

Question 16

primary focus of Zappos' market segmentation strategy is to sell

Accepted Answer

A)   a wide selection of shoes, clothes, accessories, and housewares to people who will buy them online.
B)   a wide selection of leather shoes and boots to retailers.
C)   all types of shoes, accessories, and clothing to department stores.
D)   Spanish novelties and accessories to organizations.
E)   shoes in its own retailer stores.F) A) and B)
G) C) and D)

Question 17

Building open and honest relationships with communication is an example of Zappos' __________.

Accepted Answer

A)   profile of its target market
B)   core values with its new owner-Amazon.com
C)   ten core values for Zappos' employees
D)   qualities required of Zappos' suppliers
E)   qualities required of Zappos' retailersF) All of the above
G) A) and E)

Question 18

business firm segments its markets when this strategy increases its sales revenue,profit,and ROI.When expenses are greater than the potential increased sales from segmentation,the firm should

Accepted Answer

A)   not consider market segmentation at this time.
B)   combine departments within the company to make the process more streamlined.
C)   reduce production costs or increase prices to facilitate the segmentation process.
D)   seek alternate channels of distribution, including Internet sales.
E)   discontinue manufacturing any products that are not in the mature stage of their product life cycle.F) A) and B)
G) A) and C)

Question 19

marketing manager must be able to put a market segmentation plan into effect.This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs.

Accepted Answer

A)   eliminating potential non-buyers
B)   identifying segmentation variables
C)   assigning them to a segment
D)   redirecting their purchase behaviors
E)   ignoring any and all similaritiesF) A) and D)
G) A) and B)

Question 20

perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" perceptions of __________ and where it fits in relationship to competitors' products.

Accepted Answer

A)   stakeholders
B)   competitors
C)   consumers
D)   the CEO of the firm
E)   independent rating organizations such as Consumer ReportsF) B) and D)
G) A) and D)

Exam 9: Market Segmentation,Targeting,and Positioning

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Correct Answer
verified
The five key steps in segmenting and tar...
View Answer

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

Correct Answer
verified

business firm segments its markets when this strategy increases its sales revenue,profit,and ROI.When expenses are greater than the potential increased sales from segmentation,the firm should

Correct Answer
verified

Correct Answer
verified

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Correct Answer
verified

Which of the following is an example of a multiple products and multiple markets strategy?

Correct Answer
verified

primary focus of Zappos' market segmentation strategy is to sell

Correct Answer
verified

80/20 rule is most closely related to which consumer segmentation variable?

Correct Answer
verified

first step in segmenting and targeting markets that link customer needs to marketing actions is to

Correct Answer
verified

recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.Which segmentation base did these organizations use most?

Correct Answer
verified

is market segmentation and why is it important?

Correct Answer
verified
Market segmentation involves aggregating...
View Answer

marketing manager must be able to put a market segmentation plan into effect.This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs.

Correct Answer
verified

Cannibalization would most likely occur if

Correct Answer
verified

Figure 9-5 -According to Figure 9-5 above,people who ate at fast-food restaurants about twice a week would most likely be considered a

Correct Answer
verified

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Correct Answer
verified

place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct Answer
verified

Building open and honest relationships with communication is an example of Zappos' __________.

Correct Answer
verified

Samsung sells its target markets many different types of TVs.The larger TVs can be outfitted with surround sound at a higher price than the smaller ones.Samsung is using which type of segmentation variable in this example?

Correct Answer
verified

perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" perceptions of __________ and where it fits in relationship to competitors' products.

Correct Answer
verified

Correct Answer
verified

Exam 9: Market Segmentation,Targeting,and Positioning

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Correct AnswerverifiedThe five key steps in segmenting and tar...View AnswerShow Answer

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

Correct AnswerverifiedShow Answer

business firm segments its markets when this strategy increases its sales revenue,profit,and ROI.When expenses are greater than the potential increased sales from segmentation,the firm should

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Correct AnswerverifiedShow Answer

Which of the following is an example of a multiple products and multiple markets strategy?

Correct AnswerverifiedShow Answer

primary focus of Zappos' market segmentation strategy is to sell

Correct AnswerverifiedShow Answer

80/20 rule is most closely related to which consumer segmentation variable?

Correct AnswerverifiedShow Answer

first step in segmenting and targeting markets that link customer needs to marketing actions is to

Correct AnswerverifiedShow Answer

recent study by the Aberdeen Group analyzed which segmentation bases were used by the top 20 percent of 220 organizations surveyed.Which segmentation base did these organizations use most?

Correct AnswerverifiedShow Answer

is market segmentation and why is it important?

Correct AnswerverifiedMarket segmentation involves aggregating...View AnswerShow Answer

marketing manager must be able to put a market segmentation plan into effect.This means being able to recognize the characteristics of potential buyers and __________ without encountering excessive costs.

Correct AnswerverifiedShow Answer

Cannibalization would most likely occur if

Correct AnswerverifiedShow Answer

Figure 9-5 -According to Figure 9-5 above,people who ate at fast-food restaurants about twice a week would most likely be considered a

Correct AnswerverifiedShow Answer

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Correct AnswerverifiedShow Answer

place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct AnswerverifiedShow Answer

Building open and honest relationships with communication is an example of Zappos' __________.

Correct AnswerverifiedShow Answer

Samsung sells its target markets many different types of TVs.The larger TVs can be outfitted with surround sound at a higher price than the smaller ones.Samsung is using which type of segmentation variable in this example?

Correct AnswerverifiedShow Answer

perceptual map can be used to identify a firm's product in terms of how closely it fits the "ideal" perceptions of __________ and where it fits in relationship to competitors' products.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified
The five key steps in segmenting and tar...
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
Market segmentation involves aggregating...
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
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