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Exam 5: Market Segmentation

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Question 41

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Consumer attitudes,preferences,and benefits sought,which are determined through marketing research:

A) are commonly used as operational concepts for segmentation purposes.
B) are directly translated into theoretical concepts about target markets.
C) need not always be aligned with the organization's overall strategic objectives.
D) are unaffected by factors like development of new technology or nature of the industry.

E) A) and C)
F) A) and D)

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Question 42

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The belief underlying the _____ segmentation approach is that the advantages people are seeking in consuming a given product are the basic reasons for the existence of true market segments.

A) psychographic
B) geographic
C) benefit
D) demographic

E) B) and C)
F) A) and D)

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Question 43

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The group or market segment that a company selects to market to is called a _____.

When embarking on a new or modified marketing program,a company should conduct a _____ first.

In the final stage of the market segmentation process,the _____ is developed in conjunction with target market selection.

Johnson & Coleman has created a new line of premium quality writing desks.The company marketed the product by highlighting its durability and functionality.According to the VALS™ framework,to which of the following psychographic groups would the writing desk appeal the most?

Which of the following segmentation bases of consumer markets includes income?

In the context of psychographic segmentation,what does "VALS" stand for?

Which of the following statements about market segmentation is true?

According to VALS™,_____ are the type of consumers who have few resources,are more concerned with safety and security,and do not show a very strong primary motivation.

HealthPro cereal ads show the cereal being used as a topping on yogurt,as a snack when topped with honey,and served hot as an alternative to oatmeal.In this case,HealthPro is using a positioning strategy based on:

Dawson & Peters' new line of leather boots is marketed as the hottest fashion trend of the season.The company puts up posters on billboards that features several celebrities wearing the boots.The concept of the television ads is how wearing the boots could make you the envy of all those around you.According to the VALS™ framework,which of the following psychographic groups is Dawson & Peters targeting?

Bob is a marketing manager at Natural Boissons Company.His company is planning to introduce a drink made of natural coconut water.Bob categorizes the market into children,adults,and senior citizens.He then conducts a research on these segments to determine the size of each segment and the acceptability of such a product in the market.Bob is most likely using a _____ approach to conduct research.

The Nielsen PRIZM system includes maps of different areas that:

The best-known psychographic segmentation called _____,which was originally developed in the 1970s,explains and predicts consumer behavior.

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers.

Why is it inadvisable for a follower to attempt to directly position its product against the industry leader?

Which of the following describes the function of geodemographic segmentation?

In the VALS™ framework,_____ can be viewed as the opposite of Innovators in terms of resources and innovations.

Identify the approach in which a marketing manager decides on the appropriate basis for segmentation in advance of conducting a research study on a market.