Question 1

How might a marketer benefit most from using PRIZM?

Accepted Answer

People and locations can be se...

Question 2

Because family needs and expenditures change over time,marketers may segment consumers by ________.

Accepted Answer

A)  age
B)  generation
C)  family life cycle stage
D)  social class
E)  psychographics

Question 3

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews.Management also trains employees much better than competitors.Jaygo has gained a strong competitive advantage through which type of differentiation?

Accepted Answer

A)  image
B)  people
C)  services
D)  product features
E)  cost

Question 4

Which of the following is true of perceptual maps?

Accepted Answer

A)  They are only used during the new product development process.
B)  They are the most effective method for predicting product success.
C)  They identify consumer shopping preferences in terms of retail and nonretail locations.
D)  They are not useful in business-to-business marketing.
E)  They cannot be created without consumer research.

Question 5

________ segmentation variables classify consumers on the basis of how they act toward,feel about,or use a product.

Accepted Answer

A)  Demographic
B)  Behavioral
C)  Geodemographic
D)  Socioeconomic
E)  Psychographic

Question 6

Many people only entertain in their homes during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

Accepted Answer

A)  socioeconomic
B)  geodemographic
C)  geographic
D)  demographic
E)  usage occasion

Question 7

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Accepted Answer

A)  organizational psychographics
B)  organizational demographics
C)  organizational culture
D)  behavior variables
E)  usage variables

Question 8

Magazines targeted to people who love in-line skating,people who enjoy cooking,or people who prefer living more simply use ________ segmentation variables.

Accepted Answer

A)  demographic
B)  ethnographic
C)  geodemographic
D)  socioeconomic
E)  psychographic

Question 9

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Accepted Answer

A)  market aggregation
B)  market positioning
C)  economic aggregation
D)  differentiation
E)  market fragmentation

Question 10

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

Accepted Answer

A)  Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework.
B)  Due to the Great Recession,members of the upper class have become members of the middle class,and members of the middle class have become members of the lower class.
C)  Data related to social class are more complicated and difficult to obtain and analyze than they once were.
D)  Social class in the United States is more related to education and family history than to wealth.
E)  Members of the upper and middle classes are unlikely to be attracted to any products marketed toward members of the lower classes.

Question 11

The first step in developing a positioning strategy is to ________.

Accepted Answer

A)  set the marketing communications budget
B)  identify segmentation variables
C)  analyze the competitors' positions in the marketplace
D)  describe a product with a competitive advantage
E)  create target markets

Question 12

Which of the following statements about the steps in the target marketing process is true?

Accepted Answer

A)  The first step in the target marketing process is setting marketing objectives.
B)  There are four steps in the target marketing process.
C)  The second step in the target marketing process is the identification of all segmentation variables.
D)  The final step in the target marketing process is positioning.
E)  The target marketing process is not related to positioning.

Question 13

Gamification refers to market segmentation using video gaming as a lifestyle.

Accepted Answer

A) True 
 B)False

Question 14

Starting in February and ending sometime in late April,department stores promote the fact that they stock a wide range of formal attire for high school proms.The dresses and tuxedos are available year-round,but the heaviest promotion of these products occurs in spring,when most proms are held.This spring promotion to high school students is based primarily on ________.

Accepted Answer

A)  social class
B)  psychographics
C)  lifestyle
D)  usage occasion
E)  geodemography

Question 15

Which of the following is a consumer group identified by the VALS™ system?

Accepted Answer

A)  Young Digerati
B)  Tweens
C)  Kids & Cul-de-Sacs
D)  Shotguns & Pickups
E)  Experiencers

Question 16

The group of American consumers born after 1994 is often called ________.

Accepted Answer

A)  Millennials
B)  Generation Y
C)  Generation X
D)  baby busters
E)  Generation Z

Question 17

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Accepted Answer

Students' answers will vary.Th...

Question 18

Households making $100,000 or more represent only 20 percent of U.S.households but control more than half of all income earned in the United States.

Accepted Answer

A) True 
 B)False

Question 19

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Accepted Answer

A) True 
 B)False

Question 20

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

Accepted Answer

A)  undifferentiated targeting
B)  homogeneous
C)  customized marketing
D)  bottom-of-the-pyramid
E)  differentiated targeting

Exam 7: Segmentation,target Marketing,and Positioning

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Correct Answer
verified

Magazines targeted to people who love in-line skating,people who enjoy cooking,or people who prefer living more simply use ________ segmentation variables.

Correct Answer
verified

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews.Management also trains employees much better than competitors.Jaygo has gained a strong competitive advantage through which type of differentiation?

Correct Answer
verified

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Correct Answer
verified

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Correct Answer
verified

Gamification refers to market segmentation using video gaming as a lifestyle.

Correct Answer
verified

The first step in developing a positioning strategy is to ________.

Correct Answer
verified

________ segmentation variables classify consumers on the basis of how they act toward,feel about,or use a product.

Correct Answer
verified

Households making $100,000 or more represent only 20 percent of U.S.households but control more than half of all income earned in the United States.

Correct Answer
verified

Many people only entertain in their homes during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

Correct Answer
verified

How might a marketer benefit most from using PRIZM?

Correct Answer
verified
People and locations can be se...
View Answer

Correct Answer
verified

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

Correct Answer
verified

Which of the following is a consumer group identified by the VALS™ system?

Correct Answer
verified

The group of American consumers born after 1994 is often called ________.

Correct Answer
verified

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

Correct Answer
verified

Because family needs and expenditures change over time,marketers may segment consumers by ________.

Correct Answer
verified

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Correct Answer
verified
Students' answers will vary.Th...
View Answer

Which of the following statements about the steps in the target marketing process is true?

Correct Answer
verified

Which of the following is true of perceptual maps?

Correct Answer
verified

Exam 7: Segmentation,target Marketing,and Positioning

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Correct AnswerverifiedShow Answer

Magazines targeted to people who love in-line skating,people who enjoy cooking,or people who prefer living more simply use ________ segmentation variables.

Correct AnswerverifiedShow Answer

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews.Management also trains employees much better than competitors.Jaygo has gained a strong competitive advantage through which type of differentiation?

Correct AnswerverifiedShow Answer

A target market is not viable unless the segment is large enough to be profitable now and in the future.

Correct AnswerverifiedShow Answer

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants,a condition most accurately described as ________.

Correct AnswerverifiedShow Answer

Gamification refers to market segmentation using video gaming as a lifestyle.

Correct AnswerverifiedShow Answer

The first step in developing a positioning strategy is to ________.

Correct AnswerverifiedShow Answer

________ segmentation variables classify consumers on the basis of how they act toward,feel about,or use a product.

Correct AnswerverifiedShow Answer

Households making $100,000 or more represent only 20 percent of U.S.households but control more than half of all income earned in the United States.

Correct AnswerverifiedShow Answer

Many people only entertain in their homes during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

Correct AnswerverifiedShow Answer

How might a marketer benefit most from using PRIZM?

Correct AnswerverifiedPeople and locations can be se...View AnswerShow Answer

Correct AnswerverifiedShow Answer

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

Correct AnswerverifiedShow Answer

Which of the following is a consumer group identified by the VALS™ system?

Correct AnswerverifiedShow Answer

The group of American consumers born after 1994 is often called ________.

Correct AnswerverifiedShow Answer

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

Correct AnswerverifiedShow Answer

Because family needs and expenditures change over time,marketers may segment consumers by ________.

Correct AnswerverifiedShow Answer

You work for a travel agency.Business has been slow,and you want to suggest some promotions targeted to specific market segments.What three demographic segmentation variables would you recommend using?

Correct AnswerverifiedStudents' answers will vary.Th...View AnswerShow Answer

Which of the following statements about the steps in the target marketing process is true?

Correct AnswerverifiedShow Answer

Which of the following is true of perceptual maps?

Correct AnswerverifiedShow 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

Correct Answer
verified
People and locations can be se...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' answers will vary.Th...
View Answer

Correct Answer
verified

Correct Answer
verified