Question 1

Psychographics is the segmentation method that delves into how consumers

Accepted Answer

A)   adjust to demographic changes.
B)   allocate scarce incomes to a variety of goods and services.
C)   describe themselves.
D)   value their livelihoods.
E)   believe other people see them.F) C) and D)
G) A) and B)

Question 2

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.

Accepted Answer

A)   benefit
B)   self-actualization
C)   psychographic
D)   loyalty
E)   geodemographicF) B) and D)
G) B) and C)

Question 3

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Accepted Answer

A)   decrease advertising spending.
B)   focus on a single market segment.
C)   lower overall risk.
D)   use undifferentiated strategies in micro markets.
E)   more widely market basic commodities.F) None of the above
G) B) and C)

Question 4

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Accepted Answer

Micromarketing (or one-to-one marketing)...

Question 5

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Accepted Answer

Creating a perceptual map involves six s...

Question 6

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Accepted Answer

A)   visual images of how we should live our lives.
B)   our underlying motivations.
C)   how we live our lives to achieve our goals.
D)   motivations turned into perceptual maps.
E)   determined by demographics.F) C) and E)
G) A) and E)

Question 7

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Accepted Answer

Answers will vary; the student...

Question 8

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)   the high cost of finding new customers.
B)   government tax incentives.
C)   accounting difficulties associated with identifying new customers.
D)   rapid population increases.
E)   the failure of micromarketing as a workable strategy.F) A) and B)
G) D) and E)

Question 9

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Accepted Answer

Students' answers will depend on the cho...

Question 10

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is not a valid reason?

Accepted Answer

A)   "It's a quick way for senior managers to see not only our product but each of our competitors,all at once."
B)   "It's a way to demonstrate the dimensions that our customers think are important."
C)   "It shows where we aren't-and where our competitors aren't-in our customers' and prospects' minds."
D)   "It's a way to show the position of the company throughout the product's life cycle."
E)   "We can easily show where we are positioned and how large the market is."F) None of the above
G) A) and E)

Exam 9: Segmentation, Targeting, and Positioning

Psychographics is the segmentation method that delves into how consumers

Correct Answer
verified

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.

Correct Answer
verified

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is not a valid reason?

Correct Answer
verified

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Correct Answer
verified
Micromarketing (or one-to-one marketing)...
View Answer

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Correct Answer
verified
Students' answers will depend on the cho...
View Answer

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Correct Answer
verified

One of the reasons marketers use loyalty segmentation is

Correct Answer
verified

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Correct Answer
verified
Creating a perceptual map involves six s...
View Answer

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Correct Answer
verified

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Correct Answer
verified
Answers will vary; the student...
View Answer

Exam 9: Segmentation, Targeting, and Positioning

Psychographics is the segmentation method that delves into how consumers

Correct AnswerverifiedShow Answer

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.

Correct AnswerverifiedShow Answer

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is not a valid reason?

Correct AnswerverifiedShow Answer

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Correct AnswerverifiedMicromarketing (or one-to-one marketing)...View AnswerShow Answer

Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Correct AnswerverifiedStudents' answers will depend on the cho...View AnswerShow Answer

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Correct AnswerverifiedShow Answer

One of the reasons marketers use loyalty segmentation is

Correct AnswerverifiedShow Answer

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Correct AnswerverifiedCreating a perceptual map involves six s...View AnswerShow Answer

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Correct AnswerverifiedShow Answer

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Correct AnswerverifiedAnswers will vary; the student...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Micromarketing (or one-to-one marketing)...
View Answer

Correct Answer
verified
Students' answers will depend on the cho...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Creating a perceptual map involves six s...
View Answer

Correct Answer
verified

Correct Answer
verified
Answers will vary; the student...
View Answer