Question 1

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in forming market segments.

Accepted Answer

The five criteria are: (1)simplicity and...

Question 2

A positioning approach that involves seeking a less-competitive,smaller market niche in which to locate a brand is referred to as

Accepted Answer

A)  competitive repositioning.
B)  head-to-head positioning.
C)  differentiation positioning.
D)  downsize positioning.
E)  product repositioning.

Question 3

Massage Envy offers massage services on a subscription basis,so it targets consumers that desire to get multiple treatments per month.Massage Envy likely segments its market by

Accepted Answer

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

Question 4

Figure 9-9
 
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume a large market (shown by a 3) is three times the size of a small market (shown by a 1) and a medium market (shown by a 2) is twice the size of a small market.The largest potential market segment consists of

Accepted Answer

A)  students that live in a dormitory.
B)  students that live in an apartment.
C)  students that are day commuters.
D)  students that are night commuters.
E)  faculty or staff members.

Question 5

Figure 9-2
-In the segmentation process,pairing slide sleepers with firm pillows,back sleepers with medium pillows,and stomach sleepers with soft pillows would be done with a

Accepted Answer

A)  needs table.
B)  cross-tabulation.
C)  market-product grid.
D)  growth-share matrix.
E)  product differentiation table.

Question 6

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but seems worthwhile if it adds to the manufacturer's profits and

Accepted Answer

A)  meets standards for new product testing.
B)  uses the same promotion and packaging for all segments.
C)  cannibalizes the earlier products.
D)  stabilizes competition.
E)  better serves customers' needs.

Question 7

Assume you are manager of Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market,and explain why each supports the appropriate market segmentation strategy.

Accepted Answer

Students should choose from the segmenta...

Question 8

Figure 9-9
 
-A market-product grid is a framework to relate

Accepted Answer

A)  total estimated expenses for each product sold to each market segment.
B)  total anticipated revenue for each product-market segment combination.
C)  total anticipated profit for each product sold to each market segment.
D)  the market segments of current buyers to relative market share compared to the largest competitor.
E)  the market segments of potential buyers to meaningful product groupings.

Question 9

Define product positioning.What are two approaches to product positioning? Give an example of each approach.

Accepted Answer

Product positioning refers to the place ...

Question 10

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.Here,ExxonMobil is using which segmentation variable?

Accepted Answer

A)  needs
B)  lifestyle
C)  behavioral
D)  psychographic
E)  demographic

Question 11

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using ________ variables.

Accepted Answer

A)  demographic
B)  regional
C)  socioeconomic
D)  geographic
E)  psychographic

Question 12

Figure 9-9
 
-After establishing the market segments and product groupings on a market-product grid,the next step is to

Accepted Answer

A)  fill in the appropriate cells with precise statistical data from primary and/or secondary sources.
B)  estimate,with intelligent guesstimates as necessary,the market size for each cell.
C)  total the vertical columns to identify the greatest marketing synergies and efficiencies.
D)  total the horizontal rows to identify greatest operations/production synergies and efficiencies.
E)  identify a marketing action for every product-market combination in the grid.

Question 13

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Accepted Answer

A)  Create product groupings.
B)  Identify market needs.
C)  Take marketing actions to reach target markets.
D)  Develop a market-product grid and estimate size of markets.
E)  Form prospective buyers into market segments.

Question 14

Jordan Lewis owns a company that makes Triangle BBQ Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

Accepted Answer

A)  formed a market segment using critical product features.
B)  formed products to be sold into groups.
C)  developed a market-product grid and estimating size of markets.
D)  taken a marketing action to reach a target market segment.
E)  formed prospective buyers into segments.

Question 15

The quantity consumed or patronage (store visits) during a specific period is referred to as

Accepted Answer

A)  usage rate.
B)  purchase metric.
C)  consumption index.
D)  consumption rate.
E)  demand amount.

Question 16

Figure 9-9
 
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is

Accepted Answer

A)  the level of discretionary income the student has.
B)  whether the student lives near the campus or far away.
C)  whether the student has the disposable income to eat at Wendy's.
D)  combining where the student lives,if on campus,or what time the student commutes.
E)  the meals eaten at the Wendy's restaurant.

Question 17

Apple Market-Product Grid
 
-In an Apple market-product grid for its personal computer line,the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to

Accepted Answer

A)  segment differentiation.
B)  marketing synergies.
C)  product synergies.
D)  segment repositioning.
E)  product differentiation.

Question 18

Which of the following is not a reason to segment a market?

Accepted Answer

A)  The ability to assign buyers to a segment is simple and cost-effective.
B)  It would cause an increase in market share or profit.
C)  All the buyers in the entire market have similar wants and needs.
D)  There is a potential marketing action to reach it.
E)  There are different wants and needs of buyers in the entire market.

Question 19

A study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed.Which segmentation base did these organizations use the most?

Accepted Answer

A)  behavioral
B)  psychographic
C)  geographic
D)  demographic
E)  product

Question 20

Figure 9-2
-Consider Figure 9-2 above.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research above,which market-product combination should My Pillow target?

Accepted Answer

A)  stomach sleeper-firm pillow
B)  back sleeper-medium pillow
C)  side sleeper-firm pillow
D)  stomach sleeper-soft pillow
E)  side sleeper-soft pillow

Exam 9: Market Segmentation, targeting, and Positioning

Correct Answer
verified

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.Here,ExxonMobil is using which segmentation variable?

Correct Answer
verified

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but seems worthwhile if it adds to the manufacturer's profits and

Correct Answer
verified

Figure 9-2 -In the segmentation process,pairing slide sleepers with firm pillows,back sleepers with medium pillows,and stomach sleepers with soft pillows would be done with a

Correct Answer
verified

Figure 9-9 -A market-product grid is a framework to relate

Correct Answer
verified

A study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed.Which segmentation base did these organizations use the most?

Correct Answer
verified

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is

Correct Answer
verified

Assume you are manager of Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market,and explain why each supports the appropriate market segmentation strategy.

Correct Answer
verified
Students should choose from the segmenta...
View Answer

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using ________ variables.

Correct Answer
verified

Apple Market-Product Grid -In an Apple market-product grid for its personal computer line,the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to

Correct Answer
verified

Which of the following is not a reason to segment a market?

Correct Answer
verified

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Correct Answer
verified

Correct Answer
verified

Massage Envy offers massage services on a subscription basis,so it targets consumers that desire to get multiple treatments per month.Massage Envy likely segments its market by

Correct Answer
verified

Figure 9-9 -After establishing the market segments and product groupings on a market-product grid,the next step is to

Correct Answer
verified

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in forming market segments.

Correct Answer
verified
The five criteria are: (1)simplicity and...
View Answer

Correct Answer
verified

Define product positioning.What are two approaches to product positioning? Give an example of each approach.

Correct Answer
verified
Product positioning refers to the place ...
View Answer

The quantity consumed or patronage (store visits) during a specific period is referred to as

Correct Answer
verified

A positioning approach that involves seeking a less-competitive,smaller market niche in which to locate a brand is referred to as

Correct Answer
verified

Exam 9: Market Segmentation, targeting, and Positioning

Correct AnswerverifiedShow Answer

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.Here,ExxonMobil is using which segmentation variable?

Correct AnswerverifiedShow Answer

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing only one but seems worthwhile if it adds to the manufacturer's profits and

Correct AnswerverifiedShow Answer

Figure 9-2 -In the segmentation process,pairing slide sleepers with firm pillows,back sleepers with medium pillows,and stomach sleepers with soft pillows would be done with a

Correct AnswerverifiedShow Answer

Figure 9-9 -A market-product grid is a framework to relate

Correct AnswerverifiedShow Answer

A study by the Aberdeen Group analyzed which segmentation bases were used by the 20 percent most profitable organizations of the 220 surveyed.Which segmentation base did these organizations use the most?

Correct AnswerverifiedShow Answer

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is

Correct AnswerverifiedShow Answer

Assume you are manager of Outback Steakhouse,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment its market,and explain why each supports the appropriate market segmentation strategy.

Correct AnswerverifiedStudents should choose from the segmenta...View AnswerShow Answer

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is the traditional family,it appears that the State of Alabama Board of Tourism has segmented the market using ________ variables.

Correct AnswerverifiedShow Answer

Apple Market-Product Grid -In an Apple market-product grid for its personal computer line,the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line.This allows Apple to enjoy cost savings due to

Correct AnswerverifiedShow Answer

Which of the following is not a reason to segment a market?

Correct AnswerverifiedShow Answer

There are five steps involved in segmenting and targeting markets.What should a marketer do after he or she has grouped products to be sold into categories?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Massage Envy offers massage services on a subscription basis,so it targets consumers that desire to get multiple treatments per month.Massage Envy likely segments its market by

Correct AnswerverifiedShow Answer

Figure 9-9 -After establishing the market segments and product groupings on a market-product grid,the next step is to

Correct AnswerverifiedShow Answer

A marketing manager should develop segments for a market that meet five principal criteria.List these important factors in forming market segments.

Correct AnswerverifiedThe five criteria are: (1)simplicity and...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Define product positioning.What are two approaches to product positioning? Give an example of each approach.

Correct AnswerverifiedProduct positioning refers to the place ...View AnswerShow Answer

The quantity consumed or patronage (store visits) during a specific period is referred to as

Correct AnswerverifiedShow Answer

A positioning approach that involves seeking a less-competitive,smaller market niche in which to locate a brand is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Students should choose from the segmenta...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The five criteria are: (1)simplicity and...
View Answer

Correct Answer
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Correct Answer
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Product positioning refers to the place ...
View Answer

Correct Answer
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Correct Answer
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