front 1 1) Which of the following statements about market segmentation is true? A) It involves changing the identity of a product, relative to the
identity of competing products, in the collective minds of the target
market. | back 1 D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants. |
front 2 2) Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________. A) market research | back 2 B) market positioning |
front 3 3) The process of selecting one or more market segments to enter is
called ________. | back 3 A) market targeting |
front 4 4) A ________ consists of a group of customers who share a similar
set of needs and wants. | back 4 D) market segment |
front 5 5) Hilton Hotels customizes rooms and lobbies according to location.
Northeastern hotels are sleeker and more cosmopolitan. Southwestern
hotels are more rustic. This is an example of ________
segmentation. | back 5 D) geographic |
front 6 6) When Nike attempts to get close to its customers at the local
level by sponsoring local school teams and providing shoes, equipment,
and clothing to many of them, Nike is using which of the following
marketing formats? | back 6 E) grassroots marketing |
front 7 7) Regardless of the type of segmentation scheme used, the key is
adjusting the marketing program to recognize ________. | back 7 B) customer differences |
front 8 8) If a marketer decides to segment a market based on neighborhoods,
the marketer will have chosen the ________ method of
segmentation. | back 8 C) geographic |
front 9 9) If a marketing manager segments the market into culture-oriented,
sports-oriented, or outdoor-oriented groups, he or she is segmenting
on the basis of ________. | back 9 D) psychographic lifestyle |
front 10 10) Robert is the owner of an automobile manufacturing company. He
calls for a board meeting and tells his directors that he wants to
build a car that lets the users experience power and exhilaration. He
tells them that the car must allow his users to soar from 0-60 mph in
about 4 seconds. He also adds in that the price of the car must be
affordable enough for anybody making a good salary. In accordance with
the given scenario, Robert is trying to segment the market on the
basis of ________. | back 10 C) benefits |
front 11 11) If a marketing researcher uses such names (categories) as Blue
Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and
Pickups, when doing segmentation research, the marketing researcher is
using ________ clusters. | back 11 A) PRIZM |
front 12 12) Pampers divides its market demographically on the basis of
________ into prenatal, new baby, baby, toddler, and
preschooler. | back 12 C) age |
front 13 13) According to PRIZM, the ________ cluster is characterized as
being in their late forties and fifties, college-educated,
upper-middle-class homeowners that married late, and are still raising
children in comfortable suburban subdivisions and pursuing
kid-centered lifestyles. | back 13 B) beltway boomers |
front 14 14) According to PRIZM, the ________ cluster is characterized by
educated, midscale, and multiethnic, urbane couples in America's
fast-growing cities. Concentrated in a handful of metros such as
Las | back 14 C) cosmopolitan |
front 15 15) According to PRIZM, the ________ cluster is characterized as the
nation's tech-savvy singles and couples, living in areas typically
filled with trendy apartments and condos, fitness clubs and clothing
boutiques, casual restaurants, and all types of bars-from juice to
coffee to microbrew. | back 15 C) young digerati |
front 16 16) According to PRIZM, the ________ cluster is characterized by
retired singles and couples, living on downscaled incomes in pre-1960
homes and apartments, who enjoy gardening, sewing, socializing at
veterans clubs, and eating out at casual restaurants. | back 16 A) old milltowns |
front 17 17) Those who favor localized marketing see national advertising as
wasteful because ________. | back 17 D) it fails to address local needs |
front 18 18) Newlyweds in the United States buy more in the first six months
than an established household does in five years. Newlyweds are an
example of a(n) ________ segment. | back 18 A) life stage |
front 19 19) Jose and Erika have just divorced. Which of the following
demographic segmentation subsegment formats might be used by marketers
to reach Jose or Erika? | back 19 A) life stage |
front 20 20) ________ are products such as Kiehl's skin care and
Kendall-Jackson wines that are priced between average middle-market
and superpremium old luxury brands and are also based on
emotions. | back 20 E) Masstige goods |
front 21 21) ________ are products such as the Mercedes Benz C-class and the
American Express Blue card, that | back 21 C) Old Luxury brand extensions |
front 22 22) Which of the following statements about Gen Yers is true? | back 22 A) They are selective, confident, and impatient. |
front 23 23) Rock band Foo Fighters created a digital street team that sends
targeted e-mail messages to members who receive exclusive news,
previews, and opportunities to win prizes. The Foo Fighters are using
________ to reach Generation Y. | back 23 E) online buzz |
front 24 24) If a marketing manager employs such marketing techniques as
online buzz, student ambassadors, cool events, and street teams to
reach target markets, the manager is most likely appealing to the
________ market. | back 24 C) Generation Y |
front 25 25) As part of an antismoking crusade, the American Legacy Foundation
hires teens as the "Truth Squad" to hand out T-shirts,
bandanas, and dog tags at teen-targeted events. The American Legacy
Foundation is using ________ to reach Generation Y. | back 25 B) street teams |
front 26 26) Which of the following statements about Gen Xers is true? | back 26 C) Gen Xers are highly socially conscious and concerned about environmental issues. |
front 27 27) Which of the following statements accurately describes what
demographers are calling the "boom-boom effect"? | back 27 D) products that appeal to 21-year-olds also appeal to baby boomers |
front 28 28) ________ is the science of using psychology and demographics to
better understand consumers. | back 28 A) Psychographics |
front 29 29) According to the VALS segmentation system, ________ are
successful, sophisticated, active, "take-charge" people with
high self-esteem. Their purchases often reflect cultivated tastes for
relatively upscale, niche-oriented products and services. | back 29 A) innovators |
front 30 30) According to the VALS segmentation system, ________ are
successful, goal-oriented people who focus on career and family. They
favor premium products that demonstrate success to their
peers. | back 30 C) achievers |
front 31 31) According to the VALS segmentation framework, consumers primarily
motivated by ideals are guided by ________. | back 31 A) knowledge |
front 32 32) Kim is a young professional who enjoys snowboarding and going to
rock concerts with her friends. According to the VALS eight-part
typology segmentation system, Kim is best described as a(n)
________. | back 32 C) experiencer |
front 33 33) Mature and reflective people who seek durability, functionality,
and value in products are most likely to be categorized as ________ in
the VALS system. | back 33 B) thinkers |
front 34 34) A hardware store is interested in reaching people who are
characterized by the VALS system as being practical, down-to-earth,
and self-sufficient, who like to work with their hands, or the
________ category. | back 34 E) makers |
front 35 35) According to the VALS segmentation system, ________ are
considered to be elderly, passive people who are concerned about
change and are loyal to their favorite brands. | back 35 D) survivors |
front 36 36) According to the VALS segmentation system, ________ are
considered to be trendy and fun-loving people who are
resource-constrained. They favor stylish products that emulate the
purchases of those with greater material wealth. | back 36 B) survivors |
front 37 37) According to the VALS segmentation system, ________ are
conservative, conventional, and traditional people with concrete
beliefs. They prefer familiar, U.S.-made products and are loyal to
established brands. | back 37 C) believers |
front 38 38) Dennis requests his father to buy him a PlayStation® for his
birthday. With respect to consumer decision roles, which role is
Dennis currently playing? | back 38 A) initiator |
front 39 39) The key to attracting potential users, or even possibly nonusers,
is ________. | back 39 A) understanding the reasons they are not using |
front 40 40) The sale of turkeys in the United States is highest in mid-to
late November, as people buy turkeys to serve at Thanksgiving. Grocery
stores who specifically advertise turkeys at this time of year are
segmenting on the basis of ________. | back 40 E) occasion |
front 41 41) Linda was buying all her groceries from Home Needs supermarket
for the past 5 years. She recently | back 41 C) a shifting loyal |
front 42 42) When Amy goes shopping for clothes, she goes into every store in
the mall looking for the best deal. She | back 42 A) a switchcer |
front 43 43) Mothers-to-be are potential users who will turn into heavy users
of infant products and services. By targeting mothers-to-be as future
heavy users, producers of these products and services are segmenting
consumers on the basis of ________. | back 43 D) user status |
front 44 44) If a buyer is loyal to two or three different brands of soap,
this buyer's loyalty status can be described as being among the
________. | back 44 C) split loyals |
front 45 45) Pete always buys Purina dog food for his dog because he believes
that it is the best value for the nutritional content. Pete's loyalty
status is best described as ________. | back 45 D) hard-core loyal |
front 46 46) A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which brands
are most competitive with its own. | back 46 B) split loyals |
front 47 47) A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can | back 47 E) hard-core loyals |
front 48 48) If a marketer is seeking to segment a business market, which of
the following variables is generally felt to be the most
important? | back 48 B) demographic variables |
front 49 49) In segmenting its markets, an aluminum company first looked at
which end-use market to serve: automobile, residential, or beverage
containers. This is an example of ________. | back 49 A) macrosegmentation |
front 50 50) A marketer is interested in segmenting a business market on
________ if the marketer intends to segment the market based on
industries and geographical areas to serve. | back 50 A) demographic variables |
front 51 51) A marketer is interested in segmenting a business market based on
urgency of delivery and the size of the order. Which of the following
major segmentation variables would the marketer most likely use to
assist with the task? | back 51 B) situational factors |
front 52 52) A marketer is interested in segmenting a business market based on
technology and customer capabilities. Which of the following major
segmentation variables would the marketer most likely use to assist
with the task? | back 52 E) operating variables |
front 53 53) A marketer is interested in segmenting a business market on
________ if the marketer intends to eventually segment the market
based on loyalty and attitudes toward risk. | back 53 C) personal characteristics |
front 54 54) A marketer interested in segmenting a business market based on
________ intends to eventually segment the market based on power
structure and nature of existing relationship. | back 54 B) purchasing approaches |
front 55 55) A company can be said to have used ________ if the company
distinguished among customers buying on the basis of price, service,
and quality. | back 55 B) microsegmentation |
front 56 56) During which step of the segmentation process would the marketer
group customers into segments based on similar needs and benefits
sought by the customer in solving a particular consumption
problem? | back 56 D) Step 1—needs-based segmentation |
front 57 57) If an organization's marketing department wished to create
"segment storyboards" to test the attractiveness of each
segment's positioning strategy, this action would most likely occur in
the ________ step of the segmentation process. | back 57 D) segment "acid test" |
front 58 58) In the ________ step of the market segmentation process, the
marketer evaluates the segment using criteria such as market growth
and market access. | back 58 C) segment attractiveness |
front 59 59) In the ________ step of the market segmentation process, the
marketer determines which demographics, lifestyles, and usage
behaviors make each needs-based segment distinct and
identifiable. | back 59 E) segment identification |
front 60 60) A ________ consists of two parts: a naked solution and
discretionary options. | back 60 B) flexible market offering |
front 61 61) According to the ________ criterion for useful market segments, a
segment should be the largest possible homogenous group worth going
after with a tailored marketing program. | back 61 B) substantial |
front 62 62) Anderson and Mervin have urged marketers to present flexible
market offerings to all members of a segment. A flexible market
offering consists of two parts. Which part contains the product and
service elements that all segment members value? | back 62 A) naked solution |
front 63 63) If your assignment was to create a value proposition and
product-price positioning strategy for each segment, based on the
segment's unique customer needs and characteristics, you would be in
which of the following steps of the segmentation process? | back 63 D) segment positioning |
front 64 64) In evaluating different market segments, the firm must look at
two factors: the segment's overall attractiveness and
________. | back 64 A) the company's objectives and resources |
front 65 65) To meet the ________ criterion of useful market segments, it must
be possible to formulate effective programs for attracting and serving
the segments. | back 65 E) actionable |
front 66 66) If married and unmarried women respond similarly to a sale on
perfume, these hypothetical segments fail the ________ criterion for
useful market segments. | back 66 D) differentiable |
front 67 67) Which of the following statements is true about the five forces
identified by Michael Porter, that | back 67 B) A segment is unattractive if buyers possess strong or growing bargaining power. |
front 68 68) In ________ marketing, the firm ignores segment differences and
goes after the whole market with one offer. | back 68 B) mass |
front 69 69) If a marketing manager observes that his or her market shows no
natural segments and consumers seem to have roughly the same
preferences, the marketing manager will most likely be faced with a
________ preferences pattern. | back 69 A) homogeneous |
front 70 70) In ________ marketing, the firm operates in several market
segments and designs different products for each segment. | back 70 C) differentiated |
front 71 71) General Motors, a leading American multinational automaker, sells
cars for every purpose, purse, and personality. This is an example of
________ marketing. | back 71 B) differentiated |
front 72 72) Coca Cola's original marketing strategy that offered a single
drink Coca Cola Classic in a single sized bottle with the advertising
theme "Coke is it," is an example of ________
marketing. | back 72 E) undifferentiated |
front 73 73) Marketers usually identify niches by ________. | back 73 A) dividing a segment into subsegments |
front 74 74) ________ combines operationally driven mass customization with
customized marketing in a way that empowers consumers to design the
product service offering of their choice. | back 74 E) Customerization |
front 75 75) Volkswagen concentrates on the small-car market and Porsche on
the sports car market. These would be examples of what is called
________. | back 75 A) single-segment concentration |
front 76 76) All of the following are benefits of following the ________
approach to target market selection: a strong knowledge of the
segment's needs, a strong market presence, operating economies through
specializing in production, distribution, and promotion. | back 76 A) single-segment concentration |
front 77 77) When a symphony orchestra targets people who have broad cultural
interests, rather than only those who regularly attend concerts, the
orchestra is targeting ________. | back 77 C) supersegments |
front 78 78) Which of the following best represents the chief advantage of
pursuing a selective specialization multisegment strategy? | back 78 B) It diversifies the firm's risk. |
front 79 79) The chief disadvantage to a firm that decides to follow a product
specialization strategy in selecting target markets is that
________. | back 79 C) the product may be supplanted by an entirely new technology |
front 80 80) With ________ as a target market strategy, the firm concentrates
on serving many needs of a particular customer group. | back 80 D) market specialization |