Question 1

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Accepted Answer

This assum...

Question 2

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom) ?

Accepted Answer

A)  Occasion segmentation
B)  Geographic segmentation
C)  Lifestyle segmentation
D)  Benefit segmentation
E)  Loyalty segmentationF) D) and E)
G) A) and C)

Question 3

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a ________________ targeting strategy.

Accepted Answer

A)  macromarketing
B)  micromarketing
C)  benefit-based
D)  differentiated
E)  undifferentiatedF) D) and E)
G) A) and E)

Question 4

__________________ is an extreme form of a targeting strategy.

Accepted Answer

A)  Macromarketing
B)  Micromarketing
C)  Benefit marketing
D)  Differentiated targeting
E)  Concentrated targetingF) All of the above
G) A) and E)

Question 5

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Accepted Answer

A company would choose to use a micromar...

Question 6

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

Accepted Answer

A)  substance
B)  responsiveness
C)  identification
D)  reach
E)  profitabilityF) B) and C)
G) A) and B)

Question 7

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n) ________________________ strategy.

Accepted Answer

A)  concentrated targeting
B)  micromarketing
C)  benefit targeting
D)  differentiated targeting
E)  undifferentiated targetingF) B) and C)
G) D) and E)

Question 8

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Accepted Answer

A)  engage in micromarketing for hard-to-fit shoe customers.
B)  obtain a bigger share of the shoe market.
C)  use mass marketing techniques.
D)  utilize geographic segmentation.
E)  generate economies of scale in advertising expenditures.F) None of the above
G) C) and D)

Question 9

The first step in the STP process is to establish a strategy.

Accepted Answer

A) True 
 B)False

Question 10

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers'_______________,suggesting "be like me."

Accepted Answer

A)  geographic choices
B)  self-concepts
C)  loyalty references
D)  benefit perceptions
E)  demographicsF) All of the above
G) A) and C)

Question 11

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

Accepted Answer

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

Question 12

(p.255,Chapter case study)Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

Accepted Answer

A) True 
 B)False

Question 13

The first step in the STP process is to:

Accepted Answer

A)  identify the segmentation methods to be used.
B)  produce a list of strengths and weaknesses of the firm's past marketing strategies.
C)  clearly articulate the firm's vision or marketing strategy objectives.
D)  select target markets.
E)  develop a marketing mix,so that an appropriate segment can later be identified.F) A) and B)
G) D) and E)

Question 14

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers:

Accepted Answer

A)  "Trendy products for the masses."
B)  "I'm like them,so I should buy their products."
C)  "I will never be rich,but I can dress like I am."
D)  "Be Peace."
E)  "All is fair in love,marketing,and war."F) A) and E)
G) D) and E)

Question 15

Assume you are the marketing consultant for your university.Your university wants to focus their marketing effort on retention of current students.You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis.What is the difference between the two? Which would you recommend,and why?

Accepted Answer

Answers will vary by the type of institu...

Question 16

Segmentation,targeting and positioning:

Accepted Answer

A)  are terms that can be used interchangeably in developing marketing plans.
B)  are part of a firm's marketing strategy.
C)  should be done simultaneously so synergies can help streamline the effort.
D)  are part of the marketing plan but bear little direct relationship to the marketing mix.
E)  All of these.F) D) and E)
G) A) and B)

Question 17

The Lite beer commercial with the slogan,"less filling,tastes great," was based on ______________ segmentation.

Accepted Answer

A)  geographic
B)  geodemographic
C)  psychographic
D)  benefit
E)  loyaltyF) C) and D)
G) A) and B)

Question 18

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Accepted Answer

This addresses the q...

Question 19

Regina wants to position her financial services company.Regina can position her services according to:

Accepted Answer

A)  value.
B)  salient attributes.
C)  symbols.
D)  competitive comparisons.
E)  all of these.F) C) and D)
G) B) and E)

Question 20

VALS is the most widely used __________________ segmentation tool.

Accepted Answer

A)  geographic
B)  behavioral
C)  psychographic
D)  benefits
E)  geodemographicF) A) and E)
G) A) and C)

Exam 8: Segmentation, Targeting, and Positioning

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers:

Correct Answer
verified

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom) ?

Correct Answer
verified

VALS is the most widely used __________________ segmentation tool.

Correct Answer
verified

Regina wants to position her financial services company.Regina can position her services according to:

Correct Answer
verified

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Correct Answer
verified
A company would choose to use a micromar...
View Answer

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers'_______________,suggesting "be like me."

Correct Answer
verified

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

Correct Answer
verified

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a ________________ targeting strategy.

Correct Answer
verified

__________________ is an extreme form of a targeting strategy.

Correct Answer
verified

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Correct Answer
verified
This assum...
View Answer

The first step in the STP process is to establish a strategy.

Correct Answer
verified

Segmentation,targeting and positioning:

Correct Answer
verified

Correct Answer
verified
Answers will vary by the type of institu...
View Answer

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

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

(p.255,Chapter case study)Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

Correct Answer
verified

The Lite beer commercial with the slogan,"less filling,tastes great," was based on ______________ segmentation.

Correct Answer
verified

The first step in the STP process is to:

Correct Answer
verified

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Correct Answer
verified

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n) ________________________ strategy.

Correct Answer
verified

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

Correct Answer
verified

Exam 8: Segmentation, Targeting, and Positioning

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers:

Correct AnswerverifiedShow Answer

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom) ?

Correct AnswerverifiedShow Answer

VALS is the most widely used __________________ segmentation tool.

Correct AnswerverifiedShow Answer

Regina wants to position her financial services company.Regina can position her services according to:

Correct AnswerverifiedShow Answer

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Correct AnswerverifiedA company would choose to use a micromar...View AnswerShow Answer

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers'_______________,suggesting "be like me."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a ________________ targeting strategy.

Correct AnswerverifiedShow Answer

__________________ is an extreme form of a targeting strategy.

Correct AnswerverifiedShow Answer

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Correct AnswerverifiedThis assum...View AnswerShow Answer

The first step in the STP process is to establish a strategy.

Correct AnswerverifiedShow Answer

Segmentation,targeting and positioning:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary by the type of institu...View AnswerShow Answer

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Correct AnswerverifiedThis addresses the q...View AnswerShow Answer

(p.255,Chapter case study)Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

Correct AnswerverifiedShow Answer

The Lite beer commercial with the slogan,"less filling,tastes great," was based on ______________ segmentation.

Correct AnswerverifiedShow Answer

The first step in the STP process is to:

Correct AnswerverifiedShow Answer

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Correct AnswerverifiedShow Answer

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n) ________________________ strategy.

Correct AnswerverifiedShow Answer

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

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
verified
A company would choose to use a micromar...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This assum...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary by the type of institu...
View Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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