Question 1

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Accepted Answer

A)   it is based on underlying reasons why people make choices.
B)   it is easier to use than demographics.
C)   the travel business doesn't respond well to other approaches to segmentation.
D)   psychographics is the preferred method for service businesses.
E)   psychographic segmentation is the least expensive method.

Question 2

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is __________ his business relative to his competition.

Accepted Answer

A)   segmenting
B)   packaging
C)   positioning
D)   pricing
E)   targeting

Question 3

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Accepted Answer

A)   mass customization consumers
B)   geographic segments
C)   market segments
D)   self-concept customers
E)   geodemographic segments

Question 4

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Accepted Answer

A)   geodemographic
B)   benefit
C)   psychographic
D)   loyalty
E)   geographic

Question 5

Firms use a differentiated targeting strategy because

Accepted Answer

A)   it is easier than mass marketing.
B)   it helps to obtain a bigger share of the market.
C)   it is better than focusing on individual or small groups of potential customers.
D)   most market segments are too small to be profitable.
E)   banks are more willing to extend credit to companies with this strategic approach.

Question 6

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Accepted Answer

A) True 
 B)False

Question 7

For which types of products should marketers consider using an undifferentiated targeting strategy?

Accepted Answer

An undifferentiated targeting ...

Question 8

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Accepted Answer

This question can be changed to address ...

Question 9

Firms might use multiple segmentation methods to

Accepted Answer

A)   tailor communications
B)   design products
C)   determine the substance of the marketing message
D)   all of these
E)   none of these

Question 10

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Accepted Answer

A)   benefit
B)   geodemographic
C)   psychographic
D)   loyalty
E)   demographic

Question 11

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Accepted Answer

A)   mass marketing analysis
B)   psychographic profile
C)   perceptual map
D)   loyalty timeline
E)   PRIZM analysis

Question 12

Demographic segmentation is segmentation based on all of the following EXCEPT

Accepted Answer

A)   age.
B)   gender.
C)   education.
D)   income.
E)   lifestyle.

Question 13

A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.

Accepted Answer

A) True 
 B)False

Question 14

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 15

A laptop manufacturer is considering designing and marketing a left-handed laptop,with the keyboard rearranged to better suit left-handed people.The CEO is left-handed,and has pointed out to senior management that over 10 percent of the population is left-handed.It will not be inexpensive to design this new model,so the laptop manufacturer wants to make sure that this is an attractive segment.For each of the five criteria of segment attractiveness,list a question the laptop manufacturer will want to consider to evaluate attractiveness of "left-handed laptop users" as a segment.

Accepted Answer

Answers can vary; however,here are some ...

Question 16

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Accepted Answer

A)   the firm's value proposition.
B)   competitors' value propositions.
C)   low-priority needs and wants that customers are willing to give up.
D)   unmet customer needs / wants.
E)   unknown customer needs / wants that the firm does not understand.

Question 17

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Accepted Answer

A)   segmenting,targeting,and positioning.
B)   offering everything to everyone.
C)   trying lots of options to find out which one works.
D)   continual test marketing.
E)   focusing exclusively on its Pink brand.

Question 18

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do NOT help marketers determine

Accepted Answer

A)   how old their customers are.
B)   what their customers need.
C)   where their customers live.
D)   which customers have young children.
E)   what income brackets their customers are in.

Question 19

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

Answers will vary.Professors might want ...

Question 20

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Accepted Answer

A)   Geographic
B)   Psychographic
C)   Behavioral
D)   Benefits
E)   Demographic

Exam 9: Segmentation,Targeting,and Positioning

Correct Answer
verified
Answers can vary; however,here are some ...
View Answer

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Correct Answer
verified
Answers will vary.Professors might want ...
View Answer

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Correct Answer
verified

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Correct Answer
verified

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Correct Answer
verified

Firms might use multiple segmentation methods to

Correct Answer
verified

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do NOT help marketers determine

Correct Answer
verified

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Correct Answer
verified
This question can be changed to address ...
View Answer

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Correct Answer
verified

A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.

Correct Answer
verified

For which types of products should marketers consider using an undifferentiated targeting strategy?

Correct Answer
verified
An undifferentiated targeting ...
View Answer

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Correct Answer
verified

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Correct Answer
verified

Firms use a differentiated targeting strategy because

Correct Answer
verified

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct Answer
verified

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is __________ his business relative to his competition.

Correct Answer
verified

Demographic segmentation is segmentation based on all of the following EXCEPT

Correct Answer
verified

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Correct Answer
verified

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Correct Answer
verified

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Correct Answer
verified

Exam 9: Segmentation,Targeting,and Positioning

Correct AnswerverifiedAnswers can vary; however,here are some ...View AnswerShow Answer

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Correct AnswerverifiedAnswers will vary.Professors might want ...View AnswerShow Answer

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Correct AnswerverifiedShow Answer

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Correct AnswerverifiedShow Answer

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Correct AnswerverifiedShow Answer

Firms might use multiple segmentation methods to

Correct AnswerverifiedShow Answer

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do NOT help marketers determine

Correct AnswerverifiedShow Answer

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Correct AnswerverifiedThis question can be changed to address ...View AnswerShow Answer

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Correct AnswerverifiedShow Answer

A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.

Correct AnswerverifiedShow Answer

For which types of products should marketers consider using an undifferentiated targeting strategy?

Correct AnswerverifiedAn undifferentiated targeting ...View AnswerShow Answer

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

Correct AnswerverifiedShow Answer

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Correct AnswerverifiedShow Answer

Firms use a differentiated targeting strategy because

Correct AnswerverifiedShow Answer

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct AnswerverifiedShow Answer

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is __________ his business relative to his competition.

Correct AnswerverifiedShow Answer

Demographic segmentation is segmentation based on all of the following EXCEPT

Correct AnswerverifiedShow Answer

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

Correct AnswerverifiedShow Answer

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Correct AnswerverifiedShow Answer

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Correct AnswerverifiedShow Answer

Correct Answer
verified
Answers can vary; however,here are some ...
View Answer

Correct Answer
verified
Answers will vary.Professors might want ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This question can be changed to address ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An undifferentiated targeting ...
View 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