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Exam 9: Marketing Segmentation, Targeting, and Positioning

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Question 31

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Match each item to the statement or sentence listed below. a.target market b.market segmentation c.cohort effect d.census metropolitan area (CMA) e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.80/20 principle o.psychographic segmentation p.geographic information system (GIS) q.positioning r.geographic segmentation s.business product t.mass marketing -The idea that a small number of loyal consumers will generate the majority of a firm's revenue is called the _____.

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Question 32

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What type of segmentation is a firm practising when it divides its customers into homogeneous groups based on their locations?

A) psychographic
B) product-based
C) geographic
D) demographic

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Question 33

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Generation X is family oriented, educated, and less likely to define themselves by their careers alone than previous generations.

With a 30-year span, baby boomers are too large a population with too many varying life stages to be useful to marketers.

Gourmet products are more likely to be successful when a concentrated marketing strategy is employed.

Business products are defined as contributing directly to the production of other goods.

A hotel purchases towels for use in its rooms. These towels are considered business products.

The Canadian population is distributed uniformly across the country.

A marketer of a new brand of outdoor furniture wants to know more about the personalities and lifestyles of the intended consumer market in order to help match its product offerings with this segment's needs. What would be wise to use as a means of achieving this goal?

Baby boomers are people born between 1947 and 1965.

What type of products would a young single person setting up an apartment for the first time most likely to be a good prospect for?

Demographic segmentation is also sometimes called psychographic segmentation.

The question that determines whether a product will be a consumer or business product is "Who will ultimately consume this product?"

United Way would not benefit from implementing market segmentation techniques because such techniques are inappropriate for not-for-profits.

Chinese Canadian consumers have been described as value and brand conscious.

Compared to women, men have greater influence and purchasing power when it comes to product categories like electronics and home improvements.

What is the division of the total market into smaller, homogenous groups called?

The marketing strategy that targets potential customers based on specific occupation or lifestyle is called micromarketing.

When Chevy advertises that its Suburban truck is "Like a Rock," Chevy is positioning the Suburban according to a product class strategy.

In terms of numbers, which age group is the largest?