Question 1

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

Accepted Answer

A) True 
 B)False

Question 2

The MOST USEFUL dimensions for segmenting markets are:

Accepted Answer

A)   geographic and demographic dimensions.
B)   brand familiarity and consumption patterns.
C)   social class.
D)   benefits sought.
E)   it depends on what product-market one is segmenting.

Question 3

Customer relationship management (CRM) helps consumer marketers: ______.

Accepted Answer

A)   limit their personalization efforts.
B)   treat all submarkets as a single huge market.
C)   reduce their focus on local customers.
D)   deliver different marketing mix to different customer segments.
E)   ignore the differences in the needs and preferences of target customers

Question 4

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Accepted Answer

A) True 
 B)False

Question 5

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Accepted Answer

A) True 
 B)False

Question 6

A complete product-market definition includes a four-part description comprising all of the following except

Accepted Answer

A)   geographic area.
B)   customer needs.
C)   customer types.
D)   product type.
E)   marketing mix.

Question 7

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)   the meat market.
B)   the minivan market.
C)   the e-commerce market.
D)   the beer market.
E)   the "singles" entertaining market.

Question 8

When segmenting markets,cost considerations typically encourage a company to ______ and ______.

Accepted Answer

A)   disaggregate; combine segments
B)   aggregate; use different segments
C)   disaggregate; use different segments
D)   aggregate; combine segments
E)   disaggregate; use one segment

Question 9

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.

Accepted Answer

A) True 
 B)False

Question 10

Qualifying dimensions

Accepted Answer

A)   need to be very specific.
B)   help identify the "core benefits."
C)   work in isolation in marketing strategy planning.
D)   affect the customer's purchase of a particular product.
E)   affect the customer's brand choice.

Question 11

Ideally,segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Accepted Answer

A) True 
 B)False

Question 12

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is LEAST LIKELY to compete in the same generic market as the others?

Accepted Answer

A)   Ice cream.
B)   Apple pie.
C)   Fruit salad.
D)   Chocolate chip cookie.
E)   Pretzel.

Question 14

A basic difference between a "generic market" and a "product-market" is:

Accepted Answer

A)   whether or not sellers in the market rely on e-commerce.
B)   how similar the competing sellers' products are.
C)   whether customer needs are similar or different.
D)   whether the market includes only buyers-or both buyers and sellers.
E)   There is NO DIFFERENCE-the terms mean the same thing.

Question 15

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Accepted Answer

A) True 
 B)False

Question 16

Customer type

Accepted Answer

A)   should be defined by identifying the buyer instead of the user.
B)   should be assigned a nickname that describes all potential types of customers.
C)   must always consider intermediaries even if they are not final users.
D)   refers to the final consumer or user of a product type.
E)   none of these alternatives is correct.

Question 17

Combiners

Accepted Answer

A)   look at various submarkets for differences rather than similarities.
B)   try to increase the size of their target markets by merging two or more segments.
C)   aim at one or more market segments and offer each different marketing mixes.
D)   have decided to sacrifice profits for sales volume.
E)   aim at one submarket with a specialized marketing mix.

Question 18

Sanders Beverages,Inc.is targeting non-juice drinkers with a new line of healthy fruit juices.Identify the segmenting dimension most likely being used by Sanders Beverages.

Accepted Answer

A)   Geographic
B)   Behavioral
C)   Geodemographic
D)   Demographic
E)   Urgency to get need satisfied

Question 19

When evaluating international markets,the marketing manager should:

Accepted Answer

A)   focus primarily on consumer markets because foreign business markets are in general too risky.
B)   not worry very much about segmenting because marketing concepts are not very well developed in most other economies.
C)   consider the whole "foreign market" as a segment.
D)   use broad criteria, such as geographic region or stage of economic development, to define submarkets before further segmenting.
E)   treat each foreign market as a separate segment.

Question 20

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Accepted Answer

A)   The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables.
B)   The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
C)   The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
D)   All of these criteria would be useful.

Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

Ideally,segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Correct AnswerverifiedShow Answer

When evaluating international markets,the marketing manager should:

Correct AnswerverifiedShow Answer

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Correct AnswerverifiedShow Answer

A basic difference between a "generic market" and a "product-market" is:

Correct AnswerverifiedShow Answer

When segmenting markets,cost considerations typically encourage a company to ______ and ______.

Correct AnswerverifiedShow Answer

The MOST USEFUL dimensions for segmenting markets are:

Correct AnswerverifiedShow Answer

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Correct AnswerverifiedShow Answer

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

Correct AnswerverifiedShow Answer

Customer relationship management (CRM) helps consumer marketers: ______.

Correct AnswerverifiedShow Answer

Which of the following is the BEST example of a "generic market?"

Correct AnswerverifiedShow Answer

A complete product-market definition includes a four-part description comprising all of the following except

Correct AnswerverifiedShow Answer

Qualifying dimensions

Correct AnswerverifiedShow Answer

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.

Correct AnswerverifiedShow Answer

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Correct AnswerverifiedShow Answer

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Correct AnswerverifiedShow Answer

Which of the following is LEAST LIKELY to compete in the same generic market as the others?

Correct AnswerverifiedShow Answer

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Correct AnswerverifiedShow Answer

Combiners

Correct AnswerverifiedShow Answer

Customer type

Correct AnswerverifiedShow Answer

Sanders Beverages,Inc.is targeting non-juice drinkers with a new line of healthy fruit juices.Identify the segmenting dimension most likely being used by Sanders Beverages.

Correct AnswerverifiedShow Answer

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When segmenting markets,cost considerations typically encourage a company to and .

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