Question 1

All of the following are geographic segmentation variables EXCEPT:

Accepted Answer

A)  density.
B)  city size.
C)  region.
D)  VALS.
E)  statistical area.F) None of the above
G) A) and B)

Question 2

Campbell's Soup Company found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too hot (spicy) for Americans in the East and not hot enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a hotter nacho cheese sauce than what is produced in the other plants.Campbell's is using __________ segmentation.

Accepted Answer

A)  demographic
B)  behavioral
C)  economic
D)  geographic
E)  psychographicF) A) and B)
G) D) and E)

Question 3

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Synergy analysis seeks opportunities by ...

Question 4

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."A" describes the __________ base of segmentation.

Accepted Answer

A)  demographic
B)  geographic
C)  behavioral
D)  psychographic
E)  productF) A) and B)
G) None of the above

Question 5

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Accepted Answer

A)  family branding.
B)  mass customization.
C)  "Tiffany/Walmart" marketing.
D)  market melding.
E)  specialty customization.F) B) and C)
G) A) and C)

Question 6

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A)  estimated expenses for products sold.
B)  products offered or potential marketing actions by an organization.
C)  total anticipated revenue.
D)  total anticipated profit.
E)  market share of the closest competitor.F) A) and C)
G) A) and E)

Question 7

Nike employs a __________ strategy at its website,nikeid.com,which allows customers design a sneaker to their own personal specifications.

Accepted Answer

A)  product sampling
B)  product clustering
C)  mass customization
D)  usage segmentation
E)  psychographic segmentationF) A) and D)
G) A) and C)

Question 8

According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Accepted Answer

A)  there are fewer numbers of them than any other segment.
B)  they represent the largest percentage of nonprospects.
C)  the usage index per person is highest for that segment.
D)  from a cost basis,they are the most easily identified user segment.
E)  they have the smallest consumption percentage.F) D) and E)
G) C) and D)

Question 9

Head-to-head positioning requires a product to

Accepted Answer

A)  compete with products from competitors of the same size.
B)  compete with competitors on similar product attributes but in a different market.
C)  compete with competitors on similar product attributes in the same market.
D)  compete against very similar products from the same company (its own) .
E)  compete against a single competitor with an identical offering.F) A) and D)
G) A) and C)

Question 10

Describe the market segmentation process.

Accepted Answer

The process of segmenting a market and s...

Question 11

What are the segmentation bases for U.S.organizational (business)markets?

Accepted Answer

Organizational (business)markets can be ...

Question 12

Five general criteria are often used to select target segments.They include: (1) the size of the market; (2) expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of reaching the segment;and __________.

Accepted Answer

A)  compatibility with the organization's objectives and resources
B)  potential of a marketing action to reach a segment
C)  similarity of needs of potential buyers within a segment
D)  difference of needs of buyers among segments
E)  potential for increased profitF) A) and B)
G) A) and E)

Question 13

Universal Concerts wants to bring a series of country music concerts to Canada next year.In general,Western Canadians prefer country music while Eastern Canadians prefer rock.Thus,a country music event in eastern Canada is very likely to have lots of empty seats even though it is more popular than the western part of the country.If it can book only one venue,Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold out concert.

Accepted Answer

A)  geographic characteristics
B)  demographic characteristics
C)  music format characteristics
D)  behavioral characteristics
E)  psychographic characteristicsF) A) and E)
G) A) and D)

Question 14

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Accepted Answer

A)  Mac Pro and MacBook Pro.
B)  Mac Pro and iMac.
C)  Mac Pro and MacBook Air.
D)  Mac Pro and Mac Mini.
E)  iMac and Mac Mini.F) B) and D)
G) A) and B)

Question 15

Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs.If increased revenues don't offset extra costs of this action,a marketer should __________.

Accepted Answer

A)  increase the advertising budget
B)  prune the product offerings
C)  family brand their products
D)  combine segments
E)  group products into categoriesF) B) and D)
G) A) and B)

Question 16

A perceptual map refers to

Accepted Answer

A)  a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B)  a framework used to demonstrate the growth or decline of specific market segments within an industry.
C)  a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands,as well as its own product or brand.
D)  a framework to relate the market segments of potential buyers to the products offered or potential marketing actions by an organization.
E)  the place a product occupies in a single consumer's mind on unimportant attributes relative to competitive products.F) A) and E)
G) C) and D)

Question 17

Which of the following is a criterion used in forming market segments?

Accepted Answer

A)  similarity of segments to competitors' segments
B)  differences between potential suppliers or distributors
C)  differences of needs of buyers within a segment
D)  market size of the segment
E)  simplicity and cost-effectiveness of assigning potential buyers to segmentsF) None of the above
G) A) and B)

Question 18

Frequency marketing is a strategy that focuses on

Accepted Answer

A)  demographics.
B)  benefits offered.
C)  usage rate.
D)  geography.
E)  lifestyle.F) A) and C)
G) A) and E)

Question 19

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Accepted Answer

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

Question 20

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Accepted Answer

A)  the first potential growth opportunity would be the breakfast market.
B)  there are multiple markets and actions that can be simultaneously addressed.
C)  a single kind of marketing action can reach customers that buy different product groupings.
D)  the product offerings are virtually the same and the marketing action can be as simple as offering current customers coupons.
E)  the columns correspond to sales synergies and efficiencies.F) All of the above
G) B) and E)

Exam 9: Market Segmentation, Targeting, and Positioning

What are the segmentation bases for U.S.organizational (business)markets?

Correct Answer
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Organizational (business)markets can be ...
View Answer

A market-product grid is a framework to relate the market segments of potential buyers to

Correct Answer
verified

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Correct Answer
verified

Correct Answer
verified

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Correct Answer
verified

Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs.If increased revenues don't offset extra costs of this action,a marketer should __________.

Correct Answer
verified

Describe the market segmentation process.

Correct Answer
verified
The process of segmenting a market and s...
View Answer

According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Correct Answer
verified

Correct Answer
verified

Frequency marketing is a strategy that focuses on

Correct Answer
verified

Nike employs a __________ strategy at its website,nikeid.com,which allows customers design a sneaker to their own personal specifications.

Correct Answer
verified

Explain the difference between marketing synergies and product synergies.

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

Five general criteria are often used to select target segments.They include: (1) the size of the market; (2) expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of reaching the segment;and __________.

Correct Answer
verified

All of the following are geographic segmentation variables EXCEPT:

Correct Answer
verified

Which of the following is a criterion used in forming market segments?

Correct Answer
verified

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Correct Answer
verified

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."A" describes the __________ base of segmentation.

Correct Answer
verified

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct Answer
verified

A perceptual map refers to

Correct Answer
verified

Head-to-head positioning requires a product to

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

What are the segmentation bases for U.S.organizational (business)markets?

Correct AnswerverifiedOrganizational (business)markets can be ...View AnswerShow Answer

A market-product grid is a framework to relate the market segments of potential buyers to

Correct AnswerverifiedShow Answer

According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Correct AnswerverifiedShow Answer

Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs.If increased revenues don't offset extra costs of this action,a marketer should __________.

Correct AnswerverifiedShow Answer

Describe the market segmentation process.

Correct AnswerverifiedThe process of segmenting a market and s...View AnswerShow Answer

According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Frequency marketing is a strategy that focuses on

Correct AnswerverifiedShow Answer

Nike employs a __________ strategy at its website,nikeid.com,which allows customers design a sneaker to their own personal specifications.

Correct AnswerverifiedShow Answer

Explain the difference between marketing synergies and product synergies.

Correct AnswerverifiedSynergy analysis seeks opportunities by ...View AnswerShow Answer

Five general criteria are often used to select target segments.They include: (1) the size of the market; (2) expected growth of the market; (3) competitive position of the firm with respect to the market; (4) cost of reaching the segment;and __________.

Correct AnswerverifiedShow Answer

All of the following are geographic segmentation variables EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following is a criterion used in forming market segments?

Correct AnswerverifiedShow Answer

Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run horizontally because

Correct AnswerverifiedShow Answer

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."A" describes the __________ base of segmentation.

Correct AnswerverifiedShow Answer

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Correct AnswerverifiedShow Answer

A perceptual map refers to

Correct AnswerverifiedShow Answer

Head-to-head positioning requires a product to

Correct AnswerverifiedShow Answer

Correct Answer
verified
Organizational (business)markets can be ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The process of segmenting a market and s...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Synergy analysis seeks opportunities by ...
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
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