Question 1

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Accepted Answer

A)   mass marketing of distribution potential and logistical support.
B)   the current size of the market and the expected growth rate.
C)   ease of pricing control and number of promotional outlets.
D)   the number of competitors,entry barriers,and product substitutes.
E)   profitability and customer buying behavior.

Question 2

Firms use a differentiated targeting strategy because

Accepted Answer

A)   it is easier than mass marketing.
B)   it helps obtain a bigger share of the market.
C)   it is better than focusing on individual or small groups of potential customers.
D)   most market segments are too small to be profitable.
E)   banks are more willing to extend credit to companies with this strategic approach.

Question 3

Why do marketers often use perceptual maps when developing positioning strategies?

Accepted Answer

Perceptual maps help marketers...

Question 4

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)   demographics and geography; lifestyle or benefit segmentation
E)   lifestyle segmentation; geographic segmentation

Question 5

Regina wants to position her financial services company.Regina can position her services according to all of the following except

Accepted Answer

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

Question 6

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Accepted Answer

A)   is available only in limited geographic areas.
B)   is rarely used and unproven.
C)   offers only one-to-one marketing potential.
D)   is a more expensive method for identifying potential customers.
E)   is still an unproven area.

Question 7

Micromarketing is also referred to as

Accepted Answer

A)   loyalty marketing.
B)   one-to-one marketing.
C)   undifferentiated marketing.
D)   concentrated marketing.
E)   differentiated marketing.

Question 8

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)   concentrated

Question 9

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Accepted Answer

This addresses the q...

Question 10

Television advertising has recently expanded to include "mini-ads," which are short ads lasting 5 to 10 seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.Given this fact,this type of advertising will be more useful to marketers engaged in __________ segmentation.

Accepted Answer

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

Question 11

In the Circles for a Successful Value Proposition framework,the value proposition is represented by

Accepted Answer

A)   the intersection between customer needs / wants and competitors' benefits.
B)   the intersection between the firm's benefits and competitors' benefits.
C)   the intersection between customer needs / wants and the firm's product's benefits.
D)   the intersection between all three of the circles.
E)   the part of the firm's benefits that doesn't overlap with anything.

Question 12

It would be logical for bathing suit marketers to use geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 13

With access to the Internet nearly universal in the United States,many potential market segments have become more

Accepted Answer

A)   substantial.
B)   perceptive.
C)   identifiable.
D)   reachable.
E)   quantifiable.

Question 14

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over 20 years.Donald is __________ his business relative to his competition.

Accepted Answer

A)   segmenting
B)   packaging
C)   positioning
D)   pricing
E)   targeting

Question 15

How have airline companies implemented loyalty segmentation?

Accepted Answer

Airlines started with frequent...

Question 16

Write a value proposition for your favorite restaurant.

Accepted Answer

Answers will vary,but should identify a ...

Question 17

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Accepted Answer

A)   substance
B)   responsiveness
C)   identification
D)   reach
E)   profitability

Question 18

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Accepted Answer

A)   Geographic
B)   Demographic
C)   Psychographic
D)   Benefit
E)   Geodeomographic

Question 19

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Accepted Answer

A)   substantial.
B)   perceptive.
C)   identifiable.
D)   reachable.
E)   responsive.

Question 20

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Accepted Answer

A)   geodemographic
B)   benefit
C)   psychographic
D)   loyalty
E)   geographic

Exam 9: Segmentation, Targeting, and Positioning

Firms use a differentiated targeting strategy because

Correct Answer
verified

With access to the Internet nearly universal in the United States,many potential market segments have become more

Correct Answer
verified

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

Correct Answer
verified

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Correct Answer
verified

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over 20 years.Donald is __________ his business relative to his competition.

Correct Answer
verified

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Correct Answer
verified

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Correct Answer
verified

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

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

In the Circles for a Successful Value Proposition framework,the value proposition is represented by

Correct Answer
verified

Correct Answer
verified

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Correct Answer
verified

How have airline companies implemented loyalty segmentation?

Correct Answer
verified
Airlines started with frequent...
View 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 Answer
verified

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Correct Answer
verified

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Correct Answer
verified

Why do marketers often use perceptual maps when developing positioning strategies?

Correct Answer
verified
Perceptual maps help marketers...
View Answer

Regina wants to position her financial services company.Regina can position her services according to all of the following except

Correct Answer
verified

Micromarketing is also referred to as

Correct Answer
verified

It would be logical for bathing suit marketers to use geographic segmentation.

Correct Answer
verified

Write a value proposition for your favorite restaurant.

Correct Answer
verified
Answers will vary,but should identify a ...
View Answer

Exam 9: Segmentation, Targeting, and Positioning

Firms use a differentiated targeting strategy because

Correct AnswerverifiedShow Answer

With access to the Internet nearly universal in the United States,many potential market segments have become more

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Correct AnswerverifiedShow Answer

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over 20 years.Donald is __________ his business relative to his competition.

Correct AnswerverifiedShow Answer

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Correct AnswerverifiedShow Answer

After assessing the market growth potential for his company's baby products in Mexico,Harmon wanted to evaluate market competitiveness.To do this,Harmon would consider

Correct AnswerverifiedShow Answer

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Correct AnswerverifiedThis addresses the q...View AnswerShow Answer

In the Circles for a Successful Value Proposition framework,the value proposition is represented by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Correct AnswerverifiedShow Answer

How have airline companies implemented loyalty segmentation?

Correct AnswerverifiedAirlines started with frequent...View AnswerShow 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

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Correct AnswerverifiedShow Answer

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Correct AnswerverifiedShow Answer

Why do marketers often use perceptual maps when developing positioning strategies?

Correct AnswerverifiedPerceptual maps help marketers...View AnswerShow Answer

Regina wants to position her financial services company.Regina can position her services according to all of the following except

Correct AnswerverifiedShow Answer

Micromarketing is also referred to as

Correct AnswerverifiedShow Answer

It would be logical for bathing suit marketers to use geographic segmentation.

Correct AnswerverifiedShow Answer

Write a value proposition for your favorite restaurant.

Correct AnswerverifiedAnswers will vary,but should identify a ...View AnswerShow 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
verified
This addresses the q...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Airlines started with frequent...
View 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 Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Perceptual maps help marketers...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary,but should identify a ...
View Answer