Question 1

Which of the following defines a value proposition?

Accepted Answer

A)   the unique value that a product or service provides to customers
B)   a special discount offer dropping the price
C)   an advertisement that talks about value
D)   a display of the position of products or brands in the consumer's mind
E)   the one feature that will prompt a customer to buy the product

Question 2

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Accepted Answer

A)   responsive.
B)   identifiable.
C)   reachable.
D)   substantial.
E)   reactive.

Question 3

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Accepted Answer

A)   is the cheapest option.
B)   requires the use of advanced advertising techniques.
C)   rarely works.
D)   is likely more costly than an undifferentiated strategy.
E)   is ineffective without multiple brand names.

Question 4

What is the best situation in the Circles for a Successful Value Proposition framework?

Accepted Answer

A)   The firm's benefits overlap with both customer needs / wants and competitors' benefits.
B)   The firm's offering overlaps with customer needs / wants but not with competitors' offerings.
C)   The firm's offering overlaps with competitors' benefits but not with customer needs / wants.
D)   Customer needs / wants overlap with both the firm's benefits and competitors' benefits.
E)   None of the three circles overlaps.

Question 5

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Accepted Answer

A) True 
 B)False

Question 6

__________ is an extreme form of a targeting strategy.

Accepted Answer

A)   Macromarketing
B)   Micromarketing
C)   Benefit marketing
D)   Differentiated targeting
E)   Concentrated targeting

Question 7

When selecting a target market,firms will be most successful if they

Accepted Answer

A)   decide between demographic and geographic segmentation methods.
B)   seek out opportunities to customize products.
C)   develop a strong communication plan.
D)   match the firm's competencies with a market segment's attractiveness.
E)   reposition the brand.

Question 8

Which of the following would not be used in calculating the profitability of a segment?

Accepted Answer

A)   segment perceptions
B)   segment size
C)   segment adoption percentage
D)   profit margin percentage
E)   fixed costs

Question 9

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is attractive relative to all of the following except

Accepted Answer

A)   substantial.
B)   responsive.
C)   profitable.
D)   reachable.
E)   realistic.

Question 10

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

Accepted Answer

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

Question 11

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Accepted Answer

His ability to pursue each target segmen...

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

Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to

Accepted Answer

A)   develop an advertising plan to promote the upcoming sales.
B)   find marketing interns or hire new staff to help with implementation.
C)   create pro forma financial statements to complete the package.
D)   identify and evaluate opportunities by conducting segmentation,targeting,and positioning analysis.
E)   use the Internet,catalogs,and vendor information to draw up a list of new products.

Question 14

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Accepted Answer

A)   geographic
B)   self-concept
C)   psychographic
D)   benefit
E)   behavioral

Question 15

Let's Dish is a meal-preparation service operating in three states.Customers visit a Let's Dish store to select and partially prepare their meals,which are then packaged for the freezer.At home,the customer can pull a meal out of the freezer and warm it in the oven or microwave.If Let's Dish wanted to expand into new areas of the United States,what segmentation method would probably be most useful in choosing new locations?

Accepted Answer

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

Question 16

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 17

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Accepted Answer

Gender is ...

Question 18

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

Accepted Answer

Answers will vary by the type of institu...

Question 19

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.Which type of segmentation method was used to segment this market?

Accepted Answer

A)   psychographics
B)   demographics
C)   geographics
D)   geodemographics
E)   behavior

Question 20

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Accepted Answer

This addresses the q...

Exam 9: Segmentation, Targeting, and Positioning

Correct Answer
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Answers will vary by the type of institu...
View Answer

__________ is an extreme form of a targeting strategy.

Correct Answer
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Which of the following would not be used in calculating the profitability of a segment?

Correct Answer
verified

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Correct Answer
verified
Gender is ...
View Answer

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Correct Answer
verified

Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to

Correct Answer
verified

Which of the following defines a value proposition?

Correct Answer
verified

What is the best situation in the Circles for a Successful Value Proposition framework?

Correct Answer
verified

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

Demographic segmentation is segmentation based on all of the following except

Correct Answer
verified

Correct Answer
verified

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Correct Answer
verified
This addresses the q...
View Answer

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Correct Answer
verified

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Correct Answer
verified
His ability to pursue each target segmen...
View Answer

When selecting a target market,firms will be most successful if they

Correct Answer
verified

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

Correct Answer
verified

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct Answer
verified

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Correct Answer
verified

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is attractive relative to all of the following except

Correct Answer
verified

Exam 9: Segmentation, Targeting, and Positioning

Correct AnswerverifiedAnswers will vary by the type of institu...View AnswerShow Answer

__________ is an extreme form of a targeting strategy.

Correct AnswerverifiedShow Answer

Which of the following would not be used in calculating the profitability of a segment?

Correct AnswerverifiedShow Answer

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Correct AnswerverifiedGender is ...View AnswerShow Answer

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Correct AnswerverifiedShow Answer

Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to

Correct AnswerverifiedShow Answer

Which of the following defines a value proposition?

Correct AnswerverifiedShow Answer

What is the best situation in the Circles for a Successful Value Proposition framework?

Correct AnswerverifiedShow Answer

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

Demographic segmentation is segmentation based on all of the following except

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Correct AnswerverifiedThis addresses the q...View AnswerShow Answer

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Correct AnswerverifiedShow Answer

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Correct AnswerverifiedHis ability to pursue each target segmen...View AnswerShow Answer

When selecting a target market,firms will be most successful if they

Correct AnswerverifiedShow Answer

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

Correct AnswerverifiedShow Answer

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Correct AnswerverifiedShow Answer

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Correct AnswerverifiedShow Answer

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is attractive relative to all of the following except

Correct AnswerverifiedShow Answer

Correct Answer
verified
Answers will vary by the type of institu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Gender is ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This addresses the q...
View Answer

Correct Answer
verified

Correct Answer
verified
His ability to pursue each target segmen...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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