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Exam 6: Identifying Market Segments and Targets

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Question 31

Multiple Choice

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In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable.

A) segment "acid test"
B) segment attractiveness
C) segment profitability
D) need-based segmentation
E) segment identification

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Question 32

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General Motors, a leading American multinational automaker, sells cars for every purpose, budget, and personality. This is an example of ________ marketing.

A) undifferentiated
B) differentiated
C) concentrated
D) niche
E) micro

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Question 33

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With respect to business market offerings, if a marketer emphasizes a naked solution, he or she is emphasizing the product and service elements that all segment members value.

Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche.

The niche marketing strategy used by Tom's of Maine, which used concentrated marketing, is in line with an individual marketing strategy.

Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ________ segmentation.

To be useful, market segments must rate favorably on five key criteria. What are those criteria?

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

Briefly describe single-segment concentration with an example.

Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

Describe the PRIZM method of segmenting consumer markets.

Give an example of how a company might target products to children in an ethical way.

________ is the science of using psychology and demographics to better understand consumers.

Not everyone is in favor of local marketing. Identify two arguments made against local marketing.

Which of the following statements about Gen Xers is True?

Briefly describe the characteristics of the Millennials.

A marketer is interested in segmenting a business market based on technology and customer capabilities. These criteria illustrate which of the following major segmentation variables?

Marketers can assume that people who buy a given product want the same benefits from it.

A marketer is interested in segmenting a business market on ________ if the marketer's variables are loyalty and attitudes toward risk.