Question 1

Characteristics of the consumer segment that comprise single-person households include:

Accepted Answer

A)  about 78 percent are working-class women.
B)  about 80 percent are working-class men.
C)  about half are well-to-do men.
D)  about 25 percent are made up of people 25 or younger.
E)  most are either students or widowed.

Question 2

Market segmentation is an extension of the marketing concept.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?

Accepted Answer

A)  KFC
B)  Bama Breeze
C)  Taco Bell
D)  Arby's
E)  McDonald's

Question 4

Compare Generation Xers to Baby Boomers, especially regarding their approach to homes, lifestyle, and families.

Accepted Answer

Generation Xers and Baby Boomers have di...

Question 5

Briefly compare and contrast the old marketing concept and the new marketing concept.

Accepted Answer

The old marketing concept focused on mas...

Question 6

For target marketing purposes, provide a meaningful snapshot of the Asian and Pacific Islander population indicated mainly by recent U.S. Census Bureau information.

Accepted Answer

The Asian and Pacific Islander populatio...

Question 7

According to an official from the Bank of America, the Asian market is:

Accepted Answer

A)  somewhat wealthy and affluent.
B)  overextended and oversold.
C)  somewhat poor and yet overly tapped.
D)  relatively older, less well-educated than the non-Hispanic white population.
E)  extremely wealthy and affluent but relatively untapped.

Question 8

Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.

Accepted Answer

A) True 
 B)False

Question 9

________ income is the amount of money consumers have to spend after paying taxes and buying necessities such as housing and food.

Accepted Answer

The answer of ________ income is the amount of money...

Question 10

Which of the following would NOT be a characteristic of niche marketing?

Accepted Answer

A)  It is a flanking strategy.
B)  It is simply a buzzword for market segmentation.
C)  It essentially is way to engage competitors at their points of weakness.
D)  It can create a specific product through variations that help the product meet a specific niche's needs.
E)  It focuses on narrow windows of opportunity within a broad product market or industry.

Question 11

In planning advertising, which is a major variable to use in segmenting a market?

Accepted Answer

A)  a situation analysis
B)  position of your product in the market
C)  lifestyle
D)  the market-segmentation process
E)  media habits

Question 12

Steps in examining an overall market profile include all of the following EXCEPT:

Accepted Answer

A)  determining overall usage of the product type.
B)  determining the ad copy approach to reach the prime audience.
C)  determining whether the product category is growing, stagnant, or declining.
D)  determining our share of the market to that of our competitors.
E)  determining the market share trends for the past several years.

Question 13

Positioning is finding ways to get inside the minds of consumers.

Accepted Answer

A) True 
 B)False

Question 14

Researchers of brand loyalty have found there are six such segments.

Accepted Answer

A) True 
 B)False

Question 15

Explain what a market profile is and what comprises it.

Accepted Answer

A market profile is a tool used by trade...

Question 16

Ries and Trout suggest the first question advertisers should ask as they think about positioning is what position, if any, do we already own in the prospect's mind?

Accepted Answer

A) True 
 B)False

Question 17

Challenges in positioning that advertisers could face include:

Accepted Answer

A)  sticking to appeals that are undervalued.
B)  damaging a product image by changing the appeals.
C)  expanding into a market well beyond the tipping point for the product.
D)  knowing the competition so well that you take them for granted.
E)  keeping the focus on a single position in all conditions.

Question 18

According to Jack Trout and Al Ries, for advertisers thinking about positioning, the key questions to ask include:

Accepted Answer

A)  Can we associate an object with a product attribute?
B)  Can we associate an object with a product characteristic?
C)  Can we ignore what position we seek to own?
D)  Which firms must we cooperate with to establish that position?
E)  What position do we want to own?

Question 19

Customer value is at the heart of the new marketing concept and must be central in all business strategy.

Accepted Answer

A) True 
 B)False

Question 20

Known by the acronym ________, this sophisticated tool provides data for computer maps, pinpointing every street, road and subdivision in the United States.

Accepted Answer

The answer of Known by the acronym ________, this sophisticated...

Exam 4: Target Marketing

Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?

Correct AnswerverifiedShow Answer

Steps in examining an overall market profile include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Explain what a market profile is and what comprises it.

Correct AnswerAnswered by ExamLex AIA market profile is a tool used by trade...View AnswerShow Answer

Characteristics of the consumer segment that comprise single-person households include:

Correct AnswerverifiedShow Answer

Customer value is at the heart of the new marketing concept and must be central in all business strategy.

Correct AnswerverifiedShow Answer

For target marketing purposes, provide a meaningful snapshot of the Asian and Pacific Islander population indicated mainly by recent U.S. Census Bureau information.

Correct AnswerAnswered by ExamLex AIThe Asian and Pacific Islander populatio...View AnswerShow Answer

According to Jack Trout and Al Ries, for advertisers thinking about positioning, the key questions to ask include:

Correct AnswerverifiedShow Answer

________ income is the amount of money consumers have to spend after paying taxes and buying necessities such as housing and food.

Correct AnswerverifiedShow Answer

According to an official from the Bank of America, the Asian market is:

Correct AnswerverifiedShow Answer

Which of the following would NOT be a characteristic of niche marketing?

Correct AnswerverifiedShow Answer

Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.

Correct AnswerverifiedShow Answer

Known by the acronym ________, this sophisticated tool provides data for computer maps, pinpointing every street, road and subdivision in the United States.

Correct AnswerverifiedShow Answer

Challenges in positioning that advertisers could face include:

Correct AnswerverifiedShow Answer

Compare Generation Xers to Baby Boomers, especially regarding their approach to homes, lifestyle, and families.

Correct AnswerAnswered by ExamLex AIGeneration Xers and Baby Boomers have di...View AnswerShow Answer

Briefly compare and contrast the old marketing concept and the new marketing concept.

Correct AnswerAnswered by ExamLex AIThe old marketing concept focused on mas...View AnswerShow Answer

Ries and Trout suggest the first question advertisers should ask as they think about positioning is what position, if any, do we already own in the prospect's mind?

Correct AnswerverifiedShow Answer

Positioning is finding ways to get inside the minds of consumers.

Correct AnswerverifiedShow Answer

In planning advertising, which is a major variable to use in segmenting a market?

Correct AnswerverifiedShow Answer

Market segmentation is an extension of the marketing concept.

Correct AnswerverifiedShow Answer

Researchers of brand loyalty have found there are six such segments.

Correct AnswerverifiedShow Answer

Correct Answer
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Answered by ExamLex AI
A market profile is a tool used by trade...
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Answered by ExamLex AI
The Asian and Pacific Islander populatio...
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Answered by ExamLex AI
Generation Xers and Baby Boomers have di...
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Correct Answer
Answered by ExamLex AI
The old marketing concept focused on mas...
View Answer

Correct Answer
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