Exam 9: Market Segmentation, targeting, and Positioning

A) Criteria for segmenting markets are the same whether the market is composed of consumers or organizations.
B) Both consumer markets and organizational markets use demographic,geographic,and behavioral bases to segment markets.
C) Psychographic criteria are just as important in segmenting organizational markets as they are in segmenting consumer markets.
D) Consumer markets use market segmentation criteria while organizational markets do not.
E) The greatest difference in market segmentation strategies between consumer and organizational markets is the number of employees employed in the segmentation process.

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There is one key difference between for-...

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

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A) psychographic segmentation
B) retail outlet segmentation
C) demographic segmentation
D) behavioral segmentation
E) geographic segmentation

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A market-product grid is a framework to ...

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A) Within a segment,the needs of potential buyers should be different;among segments,the needs of buyers should be similar.
B) Within a segment,the needs of potential buyers should be similar;among segments,the needs of buyers should be different.
C) The needs of buyers should be different,both between segments and within segments.
D) The needs of buyers should be the same,both between segments and within segments.
E) If there are any differences at all,you should forgo any segmentation.

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A) is a much more effective means of meeting consumers' individual needs.
B) creates greater savings in production costs.
C) is a more effective way of meeting organizational objectives.
D) has significantly higher distribution costs.
E) is more profitable since a firm can charge the new segments higher prices without changing the product.

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In determining a brand's position and th...

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A) lower prices
B) increased brand awareness
C) more products
D) improved distribution
E) improved quality of existing products

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A) breakfast.
B) lunch.
C) between-meal snack.
D) dinner.
E) after-dinner snack.

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Organizations may target different produ...

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

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A) segmentation synergies.
B) marketing synergies.
C) product synergies.
D) the 80/20 rule.
E) frequency marketing.

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A) College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the United States.
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) Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D) Betty Crocker carries one line of cake mixes for people with conventional ovens and another line of cake mixes for people with microwave ovens.
E) Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

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A) consumer differentiation.
B) psychographics.
C) market segmentation.
D) market delineation.
E) aggregation marketing.

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A) compatibility with the organization's objectives and resources
B) market size
C) simplicity and cost of assigning potential buyers to segments
D) competitive position
E) cost of reaching the segment

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A) the extra cost of developing and producing additional versions of the product.
B) creating a customer service gap.
C) indirect distribution and logistics problems.
D) restructuring the firm's strategic planning.
E) amortization costs of product enhancements.

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A) product differentiation.
B) product innovation.
C) market delineation.
D) market segmentation.
E) product groupings.

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