Question 1

Which of the following statements about Zappos is most accurate?

Accepted Answer

A)   Zappos limits its inventory to a selection of high-end fashion footwear.
B)   Zappos makes recommendations for purchases based on past ones and even the device being used to shop.
C)   Zappos can guarantee overnight shipping to all its customers because they know ahead of time what they will be charged for express service.
D)   Zappos is so successful because it has chosen a single mission to "sell shoes and only shoes."
E)   Zappos offers a 30/60/90 return policy whereby refunds are based on how long you have had the shoes.

Question 2

Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that claims to replenish and polish tooth enamel, the hard outer layer of the tooth that provides a protective barrier to inner layers. This new formula helps to separate the Colgate product from its top competitors, such as Crest. What marketing strategy did Colgate-Palmolive use here?

Accepted Answer

A)   product differentiation
B)   product segmentation
C)   market expansion
D)   usage segmentation
E)   psychographic segmentation

Question 3

The ultimate criterion for an organization's marketing success is that ________ as a result of increased synergies.

Accepted Answer

A)   costs decrease
B)   market share increases
C)   product deficiencies decrease
D)   customers should be better off
E)   new products flourish

Question 4

Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent)  of its clients generated more than three-quarters (or 75 percent)  of its fees and commissions. This is an example of what concept?

Accepted Answer

A)   the two quarter gap
B)   the 80/20 rule
C)   the law of usage
D)   the 75/25 exchange
E)   Paget's Law

Question 5

Zappos provides value to its customers by

Accepted Answer

A)   offering the best selection of shoes and the best service to online shoppers.
B)   designing shoes for every type of occasion.
C)   dividing all their customers into two distinct segments: people shopping for low price and people shopping for style.
D)   offering the best access to fashionable shoes through multiple channels of distribution.
E)   maintaining the simplest method of pricing to make the purchase process easy.

Question 6

The segmentation strategy used by Prince Sports today is

Accepted Answer

A)   geographic.
B)   behavioral.
C)   psychographic.
D)   socioeconomic.
E)   resource-based.

Question 7

Universal Concerts wants to bring a series of music concerts to Canada next year. In general, western Canadians prefer country music while eastern Canadians prefer rock. In fact, a country music event in eastern Canada is very likely to have lots of empty seats. To maximize revenue, Universal Concerts should segment its Canadian market according to

Accepted Answer

A)   geographic characteristics.
B)   demographic characteristics.
C)   music format characteristics.
D)   behavioral characteristics.
E)   psychographic characteristics.

Question 8

What are the criteria used to select target markets?

Accepted Answer

There are two different kinds of criteri...

Question 9

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes forming market segments and then ________ without encountering excessive costs.

Accepted Answer

A)   eliminating potential nonbuyers
B)   identifying segmentation variables
C)   selecting the market segments to target
D)   redirecting their purchase behaviors
E)   ignoring any and all similarities

Question 10

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.

Accepted Answer

A)   product repositioning
B)   perceptual mapping
C)   product positioning
D)   product differentiation
E)   psychographic

Question 11

The 80/20 rule is most closely related to which basis of segmentation?

Accepted Answer

A)   geographic
B)   psychographic
C)   opportunistic
D)   demographic
E)   behavioral

Question 12

The United Talent Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Imagine that the agency decided the singer would not perform at venues located in communities that have fewer than 100,000 residents. In this example, the agency would be using ________ segmentation.

Accepted Answer

A)   entertainment
B)   psychographic
C)   geographic
D)   usage rate
E)   behavioral

Question 13

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is

Accepted Answer

A)   behavioral segmentation.
B)   affective segmentation.
C)   socioeconomic segmentation.
D)   psychographic segmentation.
E)   sociocultural segmentation.

Question 14

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a ________ statement for Volvo in North America.

Accepted Answer

A)   perception
B)   positioning
C)   market-product
D)   vision
E)   differentiation

Question 15

Which of the following is a criterion used for selecting a target market?

Accepted Answer

A)   similarity of needs of potential buyers within a segment
B)   difference of needs of sellers between segments
C)   feasibility of a marketing action to reach a segment
D)   cost of reaching the segment
E)   simplicity and cost of assigning potential buyers to segments

Question 16

Figure 9-9
-Assume that the perceptual map in Figure 9-9 above is an accurate representation for adult consumers. A heavy consumer of mineral water is likely to think that mineral water is

Accepted Answer

A)   more nutritious than tea.
B)   more nutritious and a more adult-oriented beverage than milk shakes.
C)   a more adult-oriented beverage than nutritionally designed diet drinks.
D)   less nutritious and a more adult-oriented beverage than fruit-flavored drinks.
E)   a more adult-oriented beverage than sports drinks.

Question 17

All of these are criteria used for selecting target market segments except which?

Accepted Answer

A)   compatibility with the organization's objectives and resources
B)   market size
C)   simplicity and cost of assigning potential buyers to segments
D)   competitive position
E)   cost of reaching the segment

Question 18

A firm may decide against targeting a segment that

Accepted Answer

A)   would require entry in a global marketplace.
B)   requires more than one marketing action.
C)   its competitors have chosen to avoid.
D)   is incompatible with its company's goals or objectives.
E)   has a growth potential that would require increasing the current workforce.

Question 19

The market segmentation strategy known as frequency marketing focuses on

Accepted Answer

A)   trial.
B)   the average number of times a person in the target audience is exposed to an advertisement.
C)   consumption preferences.
D)   turnover.
E)   usage rate.

Question 20

Australia-based Renewable Energy Ltd. sells a $10 million device that converts manure into energy. One of these devices is capable of generating energy equal to $2 million of natural gas per year. The company believes its target market consists of businesses similar to its first customer, a fertilizer manufacturer that was located in a rural area. If the firm expands to the United States, it most likely will use which of the following strategies to segment its market?

Accepted Answer

A)   behavioral and geographic
B)   number of employees and behavioral
C)   purchase location and purchase type
D)   NAICS code and geographic
E)   behavioral and NAICS code

Exam 9: Market Segmentation, Targeting, and Positioning

Correct Answer
verified

Which of the following is a criterion used for selecting a target market?

Correct Answer
verified

Which of the following statements about Zappos is most accurate?

Correct Answer
verified

The ultimate criterion for an organization's marketing success is that ________ as a result of increased synergies.

Correct Answer
verified

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.

Correct Answer
verified

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is

Correct Answer
verified

The 80/20 rule is most closely related to which basis of segmentation?

Correct Answer
verified

A firm may decide against targeting a segment that

Correct Answer
verified

Figure 9-9 -Assume that the perceptual map in Figure 9-9 above is an accurate representation for adult consumers. A heavy consumer of mineral water is likely to think that mineral water is

Correct Answer
verified

Zappos provides value to its customers by

Correct Answer
verified

Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions. This is an example of what concept?

Correct Answer
verified

What are the criteria used to select target markets?

Correct Answer
verified
There are two different kinds of criteri...
View Answer

All of these are criteria used for selecting target market segments except which?

Correct Answer
verified

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes forming market segments and then ________ without encountering excessive costs.

Correct Answer
verified

The market segmentation strategy known as frequency marketing focuses on

Correct Answer
verified

Correct Answer
verified

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a ________ statement for Volvo in North America.

Correct Answer
verified

The segmentation strategy used by Prince Sports today is

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Exam 9: Market Segmentation, Targeting, and Positioning

Correct AnswerverifiedShow Answer

Which of the following is a criterion used for selecting a target market?

Correct AnswerverifiedShow Answer

Which of the following statements about Zappos is most accurate?

Correct AnswerverifiedShow Answer

The ultimate criterion for an organization's marketing success is that ________ as a result of increased synergies.

Correct AnswerverifiedShow Answer

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.

Correct AnswerverifiedShow Answer

Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is

Correct AnswerverifiedShow Answer

The 80/20 rule is most closely related to which basis of segmentation?

Correct AnswerverifiedShow Answer

A firm may decide against targeting a segment that

Correct AnswerverifiedShow Answer

Figure 9-9 -Assume that the perceptual map in Figure 9-9 above is an accurate representation for adult consumers. A heavy consumer of mineral water is likely to think that mineral water is

Correct AnswerverifiedShow Answer

Zappos provides value to its customers by

Correct AnswerverifiedShow Answer

Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions. This is an example of what concept?

Correct AnswerverifiedShow Answer

What are the criteria used to select target markets?

Correct AnswerverifiedThere are two different kinds of criteri...View AnswerShow Answer

All of these are criteria used for selecting target market segments except which?

Correct AnswerverifiedShow Answer

A marketing manager goes through several steps to put a market segmentation plan into effect. This includes forming market segments and then ________ without encountering excessive costs.

Correct AnswerverifiedShow Answer

The market segmentation strategy known as frequency marketing focuses on

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a ________ statement for Volvo in North America.

Correct AnswerverifiedShow Answer

The segmentation strategy used by Prince Sports today is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

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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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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Correct Answer
verified
There are two different kinds of criteri...
View Answer

Correct Answer
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Correct Answer
verified

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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Correct Answer
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