Question 1

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Accepted Answer

A)   micromarketing.
B)   concentrated targeting.
C)   psychographic segmentation.
D)   differentiated targeting.
E)   undifferentiated targeting.F) B) and C)
G) All of the above

Question 2

In order to develop psychographic segments,the marketer must understand consumers'

Accepted Answer

A)   age,income,and education.
B)   gender,race,and religion.
C)   disposable personal income,benefit perceptions,and alternative egos.
D)   self-values,self-concept,and lifestyles.
E)   buying patterns and behaviors.F) C) and D)
G) A) and C)

Question 3

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Accepted Answer

A)   The number of children needing day care in the immediate area.
B)   The fixed costs of operating the center.
C)   The percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so.
D)   The average number of school-age children in families sending a child to the day care center.
E)   The price she would charge minus the variable cost of providing service to each child.F) A) and B)
G) A) and E)

Question 4

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Accepted Answer

A)   decrease advertising spending.
B)   focus on a single market segment.
C)   lower overall risk.
D)   use undifferentiated strategies in micro markets.
E)   all of theseF) B) and C)
G) B) and D)

Question 5

In addition to calculating the potential profitability of a market segment,marketers will also consider

Accepted Answer

A)   customer loyalty.
B)   defection rates.
C)   the cost of replacing customers.
D)   likely future sales to customers.
E)   all of theseF) A) and D)
G) A) and C)

Question 6

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...

Question 7

A value proposition compares the price of a product to its benefits.

Accepted Answer

A) True 
 B)False

Question 8

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Accepted Answer

A) True 
 B)False

Question 9

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 costsF) C) and D)
G) A) and D)

Question 10

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)   the high cost of finding new customers.
B)   government tax incentives for loyalty.
C)   accounting difficulties associated with identifying new customers.
D)   rapid population increases.
E)   the failure of micromarketing as a workable strategy.F) D) and E)
G) B) and E)

Question 11

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Accepted Answer

Answers will vary.Professors may want to...

Question 12

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

Accepted Answer

A)   providing classes at convenient times and offering online courses.
B)   discount pricing for students taking more than twelve credit hours.
C)   the higher average salaries earned by college graduates.
D)   the great variety of classes offered.
E)   the number of Nobel Prize winners on the faculty.F) All of the above
G) A) and B)

Question 13

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

Accepted Answer

A)   loyalty segmentation; demographics
B)   undifferentiated targeting; differentiated targeting
C)   loyalty segmentation; geodemographics
D)   geodemographic segmentation; lifestyle or benefit segmentation
E)   lifestyle segmentation; geographic segmentationF) A) and D)
G) A) and B)

Question 14

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges) and high quality.He is positioning the institution based on

Accepted Answer

A)   the value proposition.
B)   product attributes.
C)   symbols.
D)   competitive comparisons.
E)   profitability.F) A) and E)
G) B) and D)

Question 15

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Accepted Answer

Loyalty segmentation makes sense because...

Question 16

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online resumés,and look for new jobs.What segmentation method is LinkedIn using?

Accepted Answer

A)   Loyalty segmentation.
B)   Benefit segmentation.
C)   Psychographic segmentation.
D)   Geodemographic segmentation.
E)   Demographic segmentation.F) None of the above
G) A) and B)

Question 17

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Accepted Answer

A)   geographic
B)   benefit-based
C)   economic
D)   global
E)   concentratedF) A) and C)
G) C) and D)

Question 18

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Accepted Answer

A)   benefit
B)   self-actualization
C)   psychographic
D)   loyalty
E)   geodemographicF) A) and E)
G) A) and B)

Question 19

The first step in the STP process is to establish an overall strategy.

Accepted Answer

A) True 
 B)False

Question 20

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Accepted Answer

A)   visual images of how we should live our lives.
B)   marketing manipulation of consumers' fears.
C)   the way we live our lives to achieve our goals.
D)   motivations turned into perceptual maps.
E)   determined by demographics.F) D) and E)
G) B) and E)

Exam 9: Segmentation,Targeting,and Positioning

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

Correct Answer
verified

The first step in the STP process is to establish an overall strategy.

Correct Answer
verified

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Correct Answer
verified

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Correct Answer
verified
Answers will vary.Professors may want to...
View 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 Answer
verified
This addresses the q...
View Answer

In addition to calculating the potential profitability of a market segment,marketers will also consider

Correct Answer
verified

In order to develop psychographic segments,the marketer must understand consumers'

Correct Answer
verified

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges) and high quality.He is positioning the institution based on

Correct Answer
verified

Correct Answer
verified

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

Correct Answer
verified

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Correct Answer
verified

Marketers often employ a combination of segmentation methods,using to identify and target their customers,and to design products and messages to appeal to them.

Correct Answer
verified

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Correct Answer
verified

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Correct Answer
verified

One of the reasons marketers use loyalty segmentation is

Correct Answer
verified

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Correct Answer
verified

A value proposition compares the price of a product to its benefits.

Correct Answer
verified

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Correct Answer
verified

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Correct Answer
verified

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Correct Answer
verified
Loyalty segmentation makes sense because...
View Answer

Exam 9: Segmentation,Targeting,and Positioning

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

Correct AnswerverifiedShow Answer

The first step in the STP process is to establish an overall strategy.

Correct AnswerverifiedShow Answer

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using __________ segmentation.

Correct AnswerverifiedShow Answer

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Correct AnswerverifiedAnswers will vary.Professors may want to...View AnswerShow 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

In addition to calculating the potential profitability of a market segment,marketers will also consider

Correct AnswerverifiedShow Answer

In order to develop psychographic segments,the marketer must understand consumers'

Correct AnswerverifiedShow Answer

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges) and high quality.He is positioning the institution based on

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

Correct AnswerverifiedShow Answer

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

Correct AnswerverifiedShow Answer

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

Correct AnswerverifiedShow Answer

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Correct AnswerverifiedShow Answer

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Correct AnswerverifiedShow Answer

One of the reasons marketers use loyalty segmentation is

Correct AnswerverifiedShow Answer

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Correct AnswerverifiedShow Answer

A value proposition compares the price of a product to its benefits.

Correct AnswerverifiedShow Answer

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

Correct AnswerverifiedShow Answer

If values provide goals,and self-concept is the way we see ourselves,lifestyles are

Correct AnswerverifiedShow Answer

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Correct AnswerverifiedLoyalty segmentation makes sense because...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary.Professors may want to...
View Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Marketers often employ a combination of segmentation methods,using to identify and target their customers,and to design products and messages to appeal to them.

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
Loyalty segmentation makes sense because...
View Answer