front 1 Which of the following statements about market segmentation is true?
| back 1 D |
front 2 Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________.
| back 2 B |
front 3 The process of selecting one or more market segments to enter is called ________.
| back 3 A |
front 4 A ________ consists of a group of customers who share a similar set of needs and wants.
| back 4 D |
front 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 |
front 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 |
front 7 Regardless of the type of segmentation scheme used, the key is
adjusting the marketing program to recognize ________. | back 7 B |
front 8 If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
| back 8 C |
front 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 |
front 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 |
front 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 |
front 12 Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.
| back 12 C |
front 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 |
front 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 |
front 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 |
front 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 |
front 17 Those who favor localized marketing see national advertising as wasteful because ________.
| back 17 D |
front 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 |
front 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 |
front 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 |
front 21 ________ are products such as the Mercedes Benz C-class and the American Express Blue card, that
| back 21 C |
front 22 Which of the following statements about Gen Yers is true?
| back 22 A |
front 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 |
front 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 |
front 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 |
front 26 Which of the following statements about Gen Xers is true?
| back 26 D |
front 27 Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?
| back 27 D |
front 28 ________ is the science of using psychology and demographics to better understand consumers.
| back 28 A |
front 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 |
front 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 |
front 31 According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.
| back 31 A |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 A |
front 37 According to the VALS segmentation system, ________ are conservative, conventional, and traditional
| back 37 C |
front 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 |
front 39 The key to attracting potential users, or even possibly nonusers, is ________.
| back 39 A |
front 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 |
front 41 Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently
| back 41 C |
front 42 When Amy goes shopping for clothes, she goes into every store in the mall looking for the best deal. She
| back 42 A |
front 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 |
front 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 |
front 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 |
front 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 |
front 47 A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can
| back 47 E |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 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 |
front 60 A ________ consists of two parts: a naked solution and discretionary options.
| back 60 B |
front 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 |
front 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 |
front 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 |
front 64 In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________.
| back 64 A |
front 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 |
front 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 |
front 67 Which of the following statements is true about the five forces identified by Michael Porter, that
| back 67 B |
front 68 In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.
| back 68 B |
front 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 |
front 70 In ________ marketing, the firm operates in several market segments and designs different products for each segment.
| back 70 C |
front 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 |
front 72 Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a single sized
| back 72 E |
front 73 Marketers usually identify niches by ________.
| back 73 A |
front 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 |
front 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 |
front 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 |
front 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 |
front 78 Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?
| back 78 B |
front 79 The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.
| back 79 C |
front 80 With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
| back 80 D |
front 81 Effective target marketing requires that marketers use market segmentation, market targeting, and market positioning to achieve success in the marketplace.
| back 81 true |
front 82 A market segment consists of a group of consumers who share a similar set of needs and wants.
| back 82 true |
front 83 Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics.
| back 83 false |
front 84 Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.
| back 84 false |
front 85 Local marketing reflects a growing trend called macromarketing.
| back 85 false |
front 86 A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.
| back 86 true |
front 87 Beltway Boomers are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.
| back 87 false |
front 88 Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.
| back 88 true |
front 89 Life stage defines a person's age.
| back 89 false |
front 90 Income always predicts the best customers for a given product.
| back 90 false |
front 91 Members of the same generational cohort share the same major cultural, political, and economic experiences and have similar outlooks and values.
| back 91 true |
front 92 Baby boomers are consumers who have been "wired" almost from birth—playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones.
| back 92 false |
front 93 Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort.
| back 93 false |
front 94 Unlike the more optimistic, team-oriented Gen Xers, Gen Yers are more pragmatic and individualistic.
| back 94 false |
front 95 Baby boomers are also less likely to associate retirement with "the beginning of the end" and see it instead as a new chapter in their lives with new activities, interests, careers, or even relationships.
| back 95 true |
front 96 The norms, language nuances, buying habits, and business practices of multicultural markets need to be factored into the initial formulation of a marketing strategy, rather than added as an afterthought.
| back 96 true |
front 97 Psychographics is the science of using psychology and demographics to better understand consumers.
| back 97 true |
front 98 People in the same demographic group generally exhibit similar psychographic profiles.
| back 98 false |
front 99 The main dimensions of the VALS segmentation framework are consumer motivation and consumer
| back 99 true |
front 100 In the VALS segmentation system, thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.
| back 100 false |
front 101 Everyone who buys a given product wants the same benefits from it.
| back 101 false |
front 102 Believers favor stylish products that emulate the purchases of those with greater material wealth.
| back 102 false |
front 103 Heavy users of a particular product are often a small percentage of the market but account for a high percentage of total consumption.
| back 103 true |
front 104 With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal.
| back 104 false |
front 105 Hard-core loyals can show the firm which brands are most competitive with its own.
| back 105 false |
front 106 Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter.
| back 106 true |
front 107 Purchasing approaches segmentation variables in the business marketplace include technology, user and nonuser status, and general purchasing policies.
| back 107 false |
front 108 Situational factor segmentation variables in the business marketplace include urgency, specific application, and size of order.
| back 108 true |
front 109 The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.
| back 109 true |
front 110 To be useful, market segments must be measurable.
| back 110 true |
front 111 With respect to market offerings, if a marketer emphasizes a naked solution, he or she is emphasizing the product and service elements that all segment members value.
| back 111 true |
front 112 The most attractive segment is one in which entry barriers are low and exit barriers are high.
| back 112 false |
front 113 A segment is attractive when there are actual or potential substitutes for the product.
| back 113 false |
front 114 A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.
| back 114 true |
front 115 An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.
| back 115 true |
front 116 An attractive niche consists of customers having a distinct set of needs.
| back 116 true |
front 117 The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."
| back 117 true |
front 118 Companies following a market specialization strategy offer one product to as many markets as possible.
| back 118 false |
front 119 A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis.
| back 119 true |
front 120 All attempts to target marketing to children, minorities, or other special segments are discriminatory and unethical.
| back 120 false |