Question 1

Offering credit cards to high school seniors is an example of ________ segmentation.

Accepted Answer

A)   income
B)   occupational
C)   educational
D)   lifestyle
E)   gender

Question 2

Effective positioning is not affected by competitive forces.

Accepted Answer

A) True 
 B)False

Question 3

Target marketing is the process by which ________.

Accepted Answer

A)   the market is divided into cohesive groups
B)   a company evaluates market segments and decides which ones have the most potential for development
C)   a company chooses which advertising strategy to use
D)   the customer groups are evaluated on the basis of high or low churn to see which is the most profitable
E)   a company collects cookies to track everyone who visits its website

Question 4

At one time, specialized companies catered to markets segmented by race. Today ________.

Accepted Answer

A)   the segments are indistinguishable
B)   the segments have declined in size
C)   the segments have become targets of mainstream businesses that offer specialized products
D)   the segments consist of such people who tend to buy the same type of products
E)   the segments lack differentiation

Question 5

Harold buys most of his groceries at Aldi because it has the cheapest groceries even though he has to bring his own bags and bag his own groceries. Aldi demonstrates ________ leadership.

Accepted Answer

A)   innovative
B)   image
C)   price
D)   personnel
E)   service

Question 6

American credit card companies would like to offer their services to people in a country in East Africa. However, they are finding it difficult because of language barriers and infrastructure challenges. These issues are related to which of the following questions about market segmentation?

Accepted Answer

A)   Do the people in this market segment have access to sufficient financial resources?
B)   Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?
C)   Is the segment readily identifiable and can it be measured?
D)   Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?
E)   Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?

Question 7

Social class has declined as a method of segmentation as a result of ________.

Accepted Answer

A)   higher education rates in the United States
B)   readily available credit flattening the classes
C)   the increase in minority consumers
D)   stores appealing to everyone
E)   wealthy individuals spending lavishly on luxury products

Question 8

________ segmentation is sometimes referred to as segmentation by lifestyle or values.

Accepted Answer

A)   Occupational
B)   Psychographic
C)   Geographic
D)   Educational
E)   G ender

Question 9

Which of the following would NOT be a good product for using gender segmentation?

Accepted Answer

A)   Nail polish
B)   Perfume
C)   Toothpaste
D)   Cigars
E)   Pregnancy tests

Question 10

Business market segmentation is less straightforward than segmentation of consumer markets.

Accepted Answer

A) True 
 B)False

Question 11

The region, the density of the population, and the size of the population are various approaches to use in ________.

Accepted Answer

A)   positioning
B)   differentiation
C)   democratic segmentation
D)   population parameter estimation
E)   geographic segmentation

Question 12

Demographic segmentation is best described as using characteristics of ________ to segment the market.

Accepted Answer

A)   human populations
B)   geography
C)   economics
D)   political stability
E)   government regulations

Question 13

What are perceptual maps? How are they used to reposition a product?

Accepted Answer

The data generated from the above analys...

Question 14

Differentiated target marketing means that a company is ________.

Accepted Answer

A)   offering different prices for different markets
B)   developing different products for the same market
C)   developing different value offerings for different targeted markets
D)   using the push and pull strategy to differentiate markets
E)   using a one-market strategy for different markets

Question 15

When a retail chain sells winter coats, it sends them to different stores at different times of the year. Which of the following approaches to geographic segmentation in the United States does this scenario exemplify?

Accepted Answer

A)   by region
B)   by climate
C)   by size of population
D)   by growth in population
E)   by density of population

Question 16

The ability to get secondary and/or primary data on a market being considered for segmentation relates to which of the following questions about marketing?

Accepted Answer

A)   Can the segment be reached in terms of physical product?
B)   Is the segment of sufficient size to warrant investing in a unique value-creating strategy for that segment as a target market?
C)   Is the segment readily identifiable and can it be measured?
D)   Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?
E)   Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?

Question 17

HerboCare, a company that sells herbal soaps, has failed to increase its sales, as consumers could not understand how soaps made by HerboCare were different or better than other herbal soaps available in the market. In this scenario, HerboCare is suffering from the positioning error of ________.

Accepted Answer

A)   underpositioning
B)   doubtful positioning
C)   overpositioning
D)   confused positioning
E)   repositioning

Question 18

A marketing manager using VALS is interested in ________ segmentation.

Accepted Answer

A)   geographic
B)   psychographic
C)   geodemographic
D)   occupational
E)   educational

Question 19

Firms that engage in unethical business practices are always aware of the magnitude of damage being done to their brand.

Accepted Answer

A) True 
 B)False

Question 20

In marketing, differentiation is a concept that means ________.

Accepted Answer

A)   consumer choices remain similar around the globe
B)   each age segment views products exactly the same
C)   products need to appear to be different from one another to be successful in the marketplace
D)   communicating and delivering value in different ways to different customer groups
E)   evaluating different market segments and deciding which shows the most promise for development

Exam 7: Segmentation, Target Marketing, and Positioning

Harold buys most of his groceries at Aldi because it has the cheapest groceries even though he has to bring his own bags and bag his own groceries. Aldi demonstrates ________ leadership.

Correct AnswerverifiedShow Answer

Demographic segmentation is best described as using characteristics of ________ to segment the market.

Correct AnswerverifiedShow Answer

What are perceptual maps? How are they used to reposition a product?

Correct AnswerverifiedThe data generated from the above analys...View AnswerShow Answer

Firms that engage in unethical business practices are always aware of the magnitude of damage being done to their brand.

Correct AnswerverifiedShow Answer

Social class has declined as a method of segmentation as a result of ________.

Correct AnswerverifiedShow Answer

Offering credit cards to high school seniors is an example of ________ segmentation.

Correct AnswerverifiedShow Answer

At one time, specialized companies catered to markets segmented by race. Today ________.

Correct AnswerverifiedShow Answer

American credit card companies would like to offer their services to people in a country in East Africa. However, they are finding it difficult because of language barriers and infrastructure challenges. These issues are related to which of the following questions about market segmentation?

Correct AnswerverifiedShow Answer

Differentiated target marketing means that a company is ________.

Correct AnswerverifiedShow Answer

When a retail chain sells winter coats, it sends them to different stores at different times of the year. Which of the following approaches to geographic segmentation in the United States does this scenario exemplify?

Correct AnswerverifiedShow Answer

The ability to get secondary and/or primary data on a market being considered for segmentation relates to which of the following questions about marketing?

Correct AnswerverifiedShow Answer

Business market segmentation is less straightforward than segmentation of consumer markets.

Correct AnswerverifiedShow Answer

Target marketing is the process by which ________.

Correct AnswerverifiedShow Answer

Effective positioning is not affected by competitive forces.

Correct AnswerverifiedShow Answer

HerboCare, a company that sells herbal soaps, has failed to increase its sales, as consumers could not understand how soaps made by HerboCare were different or better than other herbal soaps available in the market. In this scenario, HerboCare is suffering from the positioning error of ________.

Correct AnswerverifiedShow Answer

A marketing manager using VALS is interested in ________ segmentation.

Correct AnswerverifiedShow Answer

In marketing, differentiation is a concept that means ________.

Correct AnswerverifiedShow Answer

Which of the following would NOT be a good product for using gender segmentation?

Correct AnswerverifiedShow Answer

The region, the density of the population, and the size of the population are various approaches to use in ________.

Correct AnswerverifiedShow Answer

________ segmentation is sometimes referred to as segmentation by lifestyle or values.

Correct AnswerverifiedShow Answer

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The data generated from the above analys...
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