Question 1

The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral.

Accepted Answer

A) True 
 B)False

Question 2

Jim wants to position his firm against his competitors. In doing so he should

Accepted Answer

A)   never select a competitor in the same neighborhood.
B)   avoid making the competitor's product look undesirable.
C)   avoid looking too much like the competitor so as not to confuse the target segment.
D)   avoid discussing the strengths of his product so that competitors won't be aware of his product quality.
E)   avoid discussing the weaknesses of his competitors so they won't retaliate.F) D) and E)
G) A) and D)

Question 3

The light 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) B) and E)
G) B) and C)

Question 4

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts 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

The answer of Assume you are the marketing consultant for...

Question 5

The Tapestry™ Segmentation system divides and sorts small neighborhoods into categories using 60 or more characteristics such as income, home value, occupation, and education, as well as activity interests, such as sports, dancing, the arts, and so forth. This market research tool is an example of ________ segmentation.

Accepted Answer

A)   geodemographic
B)   benefit
C)   psychographic
D)   loyalty
E)   geographicF) All of the above
G) B) and D)

Question 6

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Accepted Answer

A)   mass marketing analysis
B)   psychographic profile
C)   perceptual map
D)   loyalty timeline
E)   Tapestry analysisF) None of the above
G) A) and C)

Question 7

List the steps in the segmentation, targeting, and positioning process.

Accepted Answer

<img  loading="lazy" src="/assets/images/blured-textbook.svg" class="d-inline m-1" alt="blured image" width="139" height="30">Segmentation: step 1, establish overall ...

Question 8

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.F) D) and E)
G) B) and E)

Question 9

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

Accepted Answer

<img  loading="lazy" src="/assets/images/blured-textbook.svg" class="d-inline m-1" alt="blured image" width="139" height="30">Identifiable: A firm must be able to ide...

Question 10

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company

Accepted Answer

A)   differentiated its product.
B)   streamlined its delivery process.
C)   created a new class of micromarketing.
D)   defined consumers' basic needs.
E)   redefined mass customization.F) B) and E)
G) A) and E)

Question 11

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Accepted Answer

A)   concentrated segmentation.
B)   geodemographic segmentation.
C)   benefit segmentation.
D)   psychographic segmentation.
E)   misguided geographic segmentation.F) B) and E)
G) B) and D)

Question 12

All of the following are one of the main components of a value proposition except

Accepted Answer

A)   the target market.
B)   the name of the product or brand being offered.
C)   the product/service category or concept being offered.
D)   the price of the product or service being offered.
E)   the unique point of difference or benefits offered.F) B) and D)
G) All of the above

Question 13

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used ________ segmentation and then used ________ segmentation.

Accepted Answer

A)   micromarketing; loyalty
B)   lifestyle; macromarketing
C)   geodemographic; lifestyle
D)   geographic; loyalty
E)   behavioral; geodemographicF) C) and D)
G) B) and E)

Question 14

The first step in the segmentation process is to articulate the vision or objectives of the company's marketing strategy clearly.

Accepted Answer

A) True 
 B)False

Question 15

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

Accepted Answer

A)   the features the engineers feel are most important.
B)   the ways the sales representatives have been positioning the firm's products.
C)   the characteristics that helped his firm win a statewide award for excellence in manufacturing.
D)   what the target market would consider the most important features.
E)   the safety record of the firm and its products.F) C) and D)
G) A) and E)

Question 16

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.F) None of the above
G) C) and E)

Question 17

Giant Food Stores in suburban Washington, DC, 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 18

Differences in weather and climate create opportunities for

Accepted Answer

A)   concentrated targeting.
B)   geographic segmentation.
C)   benefit segmentation.
D)   psychographic segmentation.
E)   demographic segmentation.F) All of the above
G) A) and D)

Question 19

Marketers have found that ________ segmentation is often more useful for predicting consumer behavior than ________ segmentation.

Accepted Answer

A)   demographic; psychographic
B)   geographic; geodemographic
C)   psychographic; demographic
D)   demographic; behavioral
E)   demographic; benefitF) D) and E)
G) A) and B)

Question 20

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.

Accepted Answer

A)   Processing
B)   Perceptualizing
C)   Positioning
D)   Proportioning
E)   ProspectingF) A) and B)
G) A) and C)

Exam 9: Segmentation, Targeting, and Positioning

List the steps in the segmentation, targeting, and positioning process.

Correct Answer
verified
Segmentation: step 1, establish overall ...
View Answer

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.

Correct Answer
verified

Jim wants to position his firm against his competitors. In doing so he should

Correct Answer
verified

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company

Correct Answer
verified

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

Correct Answer
verified
Identifiable: A firm must be able to ide...
View Answer

The first step in the segmentation process is to articulate the vision or objectives of the company's marketing strategy clearly.

Correct Answer
verified

The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral.

Correct Answer
verified

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used segmentation and then used segmentation.

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

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

Correct Answer
verified

Differences in weather and climate create opportunities for

Correct Answer
verified

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Correct Answer
verified

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Correct Answer
verified

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

All of the following are one of the main components of a value proposition except

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Exam 9: Segmentation, Targeting, and Positioning

List the steps in the segmentation, targeting, and positioning process.

Correct AnswerverifiedSegmentation: step 1, establish overall ...View AnswerShow Answer

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.

Correct AnswerverifiedShow Answer

Jim wants to position his firm against his competitors. In doing so he should

Correct AnswerverifiedShow Answer

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company

Correct AnswerverifiedShow Answer

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

Correct AnswerverifiedIdentifiable: A firm must be able to ide...View AnswerShow Answer

The first step in the segmentation process is to articulate the vision or objectives of the company's marketing strategy clearly.

Correct AnswerverifiedShow Answer

The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral.

Correct AnswerverifiedShow Answer

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

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

Correct AnswerverifiedShow Answer

Differences in weather and climate create opportunities for

Correct AnswerverifiedShow Answer

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

Correct AnswerverifiedShow Answer

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Correct AnswerverifiedShow Answer

Marketers have found that ________ segmentation is often more useful for predicting consumer behavior than ________ segmentation.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are one of the main components of a value proposition except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
Segmentation: step 1, establish overall ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Identifiable: A firm must be able to ide...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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