Question 1

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 2

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

Accepted Answer

A)   Internet marketers
B)   wholesalers
C)   retailers
D)   consumer goods manufacturers
E)   cable TV networksF) A) and B)
G) A) and C)

Question 3

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

Answers will vary.Professors might want ...

Question 4

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Accepted Answer

A)   benefit
B)   geodemographic
C)   psychographic
D)   loyalty
E)   demographicF) A) and D)
G) None of the above

Question 5

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Accepted Answer

A)   is the cheapest option.
B)   requires the use of advanced advertising techniques.
C)   rarely works.
D)   is often expensive.
E)   is ineffective without multiple brand names.F) A) and E)
G) All of the above

Question 6

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Accepted Answer

Psychographics are not as objective as d...

Question 7

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

Accepted Answer

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

Question 8

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Accepted Answer

A)   categorize each market segment by consumer demographics.
B)   establish her overall objectives.
C)   decide on a targeting strategy.
D)   develop a positioning strategy.
E)   evaluate the attractiveness of each segment.F) A) and D)
G) C) and D)

Question 9

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Accepted Answer

A) True 
 B)False

Question 10

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Accepted Answer

A)   geodemographic
B)   benefit
C)   psychographic
D)   loyalty
E)   geographicF) A) and B)
G) A) and C)

Question 11

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Accepted Answer

A)   geographic
B)   self-concept
C)   psychographic
D)   benefit
E)   behavioralF) B) and D)
G) All of the above

Question 12

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Accepted Answer

A)   Tapping directly into needs and ideas of a target audience by inviting broad-based input
B)   Identifying trends by observing a large group of people in a public place
C)   Conducting focus group research
D)   Conducting a test market
E)   Estimating wide-scale sales from a test with a small crowdF) B) and C)
G) C) and D)

Question 13

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Accepted Answer

A)   substantial.
B)   responsive.
C)   profitable.
D)   reachable.
E)   all of these.F) A) and D)
G) A) and E)

Question 14

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 15

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Accepted Answer

A) True 
 B)False

Question 16

For which types of products should marketers consider using an undifferentiated targeting strategy?

Accepted Answer

An undifferentiated targeting ...

Question 17

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would focus on:

Accepted Answer

A)   providing classes at convenient times and offering online courses.
B)   discount pricing for students taking more than twelve credit hours.
C)   the higher average salaries earned by college graduates.
D)   the great variety of classes offered.
E)   the number of Nobel Prize winners on the faculty.F) B) and E)
G) A) and B)

Question 18

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.F) A) and D)
G) C) and D)

Question 19

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) C) and D)
G) A) and D)

Question 20

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 C)
G) All of the above

Exam 8: Segmentation, Targeting, and Positioning

The first step in the STP process is to:

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

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is:

Correct AnswerverifiedShow Answer

For which types of products should marketers consider using an undifferentiated targeting strategy?

Correct AnswerverifiedAn undifferentiated targeting ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Correct AnswerverifiedShow Answer

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would focus on:

Correct AnswerverifiedShow Answer

Giant Food Stores in suburban Washington,D.C.,adjusts its ethnic food aisle offerings based on the ethnic groups living near each store.Giant Foods is using geodemographic segmentation.

Correct AnswerverifiedShow Answer

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

Correct AnswerverifiedShow Answer

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Correct AnswerverifiedShow Answer

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

Correct AnswerverifiedShow Answer

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Correct AnswerverifiedAnswers will vary.Professors might want ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy:

Correct AnswerverifiedShow Answer

Geodemographic segmentation can be particularly useful for __________,because customers typically patronize stores close to their neighborhood.

Correct AnswerverifiedShow Answer

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Correct AnswerverifiedShow Answer

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Correct AnswerverifiedPsychographics are not as objective as d...View AnswerShow Answer

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Correct AnswerverifiedShow Answer

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

Correct AnswerverifiedShow Answer

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Answers will vary; the student...
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Correct Answer
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Correct Answer
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An undifferentiated targeting ...
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Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary.Professors might want ...
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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
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Psychographics are not as objective as d...
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Correct Answer
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