Question 1

When businesses use frequency or loyalty programs, they are using a _____ strategy.

Accepted Answer

A)   occasion segmentation
B)   buyer-readiness stage segmentation
C)   loyalty segmentation
D)   usage rate segmentation

Question 2

In terms of business segmentation using a behavioral segmentation approach, the relationship-seeking segment consists of

Accepted Answer

A)   relatively sophisticated product users who believe that the user-provider relationship is very important
B)   businesses looking for the lowest possible price
C)   business customers who are very demanding and need extensive customer focus, placing considerable demands on suppliers while demanding low prices
D)   customers who are prepared to pay higher-than-average prices for a product that is tailored to their specific needs

Question 3

All of the following are examples of behavioral segmentation except

Accepted Answer

A)   benefits sought
B)   lifestyle
C)   loyalty status
D)   purchase occasion

Question 4

Bulk or commodity type products tend to use a(n)

Accepted Answer

A)   differentiated marketing strategy
B)   concentrated marketing strategy
C)   undifferentiated marketing strategy
D)   niche marketing strategy

Question 5

Micromarketing involves

Accepted Answer

A)   the process of identifying channel segments that can push the product through to consumers
B)   identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success
C)   identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix
D)   a microanalysis of the customer and involves customer-specific marketing

Question 6

The positioning approach that communicates information about a product in relation to competing brands or a competing brand is a(n) ____________________ positioning strategy.

Accepted Answer

The answer of The positioning approach that communicates information about...

Question 7

The use of values, attitudes, interests, and other cultural variables to segment consumers is known as ___________________________________.

Accepted Answer

psychograp...

Question 8

What is a differentiated marketing strategy?

Accepted Answer

Differentiated marketing ident...

Question 9

ArthriCare is being promoted as the only pain relieving rub with a capsaicin formula that has two extra pain relieving ingredients. By using a picture of a female in her 60s in the ad and placing it in a magazine read by older Americans, ArthriCare is using a _____ segmentation strategy.

Accepted Answer

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

Question 10

In a behavioral segmentation strategy of business markets, the _________________________ segment consists of relatively sophisticated service users who believe that the user-provider relationship is very important.

Accepted Answer

relationsh...

Question 11

In assessing the effectiveness of a market segmentation approach, substantiality is the

Accepted Answer

A)   degree to which individual market segments are easy to identify and measure
B)   degree to which a segment is large enough and profitable enough to warrant investment
C)   degree to which segment consumer preferences are stable over time
D)   ability to communicate with and reach the target market

Question 12

Multiattribute segmentation is a segmentation strategy based on the use of

Accepted Answer

A)   multiple attributes of the product
B)   multiple demographic characteristics of the market
C)   multiple marketing communications venues to reach a market segment
D)   multiple segmentation variables

Question 13

In determining the feasibility of a particular market segment, a company accesses government census data as well as commercial databases to determine how large the segment may be. This is an example of assessing the _____ of the market segment being considered.

Accepted Answer

A)   measurability
B)   substantiality
C)   stability
D)   actionability

Question 14

The three levels of segmentation include mass marketing, target marketing, and macromarketing.

Accepted Answer

A) True 
 B)False

Question 15

The primary categories of market segmentation include all of the following except _____ segmentation.

Accepted Answer

A)   behavioral
B)   psychographic
C)   geographic
D)   usage

Question 16

The positioning approach that communicates information about a product's value in terms of its price and quality is a(n) ____________________ positioning strategy.

Accepted Answer

The answer of The positioning approach that communicates information about...

Question 17

Demographic segmentation variables include all of the following except

Accepted Answer

A)   ethnicity
B)   geographic location of residence
C)   education
D)   occupation

Question 18

_____ segmentation defines market segments based on the time or occasion when a product should be purchased or consumed.

Accepted Answer

A)   Occasion
B)   Buyer-readiness
C)   Benefit
D)   User status

Question 19

The Hummer is targeted towards "outdoor, rugged" type of individuals who want to explore places where trucks and cars cannot access. This is an example of use or application positioning.

Accepted Answer

A) True 
 B)False

Question 20

Behavioral segmentation variables include benefits sought, user rate, usage status, loyalty status, buyer-readiness stage, and occasion.

Accepted Answer

A) True 
 B)False

Exam 6: Marketing Segmentation

Bulk or commodity type products tend to use a(n)

Correct AnswerverifiedShow Answer

ArthriCare is being promoted as the only pain relieving rub with a capsaicin formula that has two extra pain relieving ingredients. By using a picture of a female in her 60s in the ad and placing it in a magazine read by older Americans, ArthriCare is using a _____ segmentation strategy.

Correct AnswerverifiedShow Answer

Demographic segmentation variables include all of the following except

Correct AnswerverifiedShow Answer

The positioning approach that communicates information about a product in relation to competing brands or a competing brand is a(n) ____________________ positioning strategy.

Correct AnswerverifiedShow Answer

The use of values, attitudes, interests, and other cultural variables to segment consumers is known as ___________________________________.

Correct Answerverifiedpsychograp...View AnswerShow Answer

In determining the feasibility of a particular market segment, a company accesses government census data as well as commercial databases to determine how large the segment may be. This is an example of assessing the _____ of the market segment being considered.

Correct AnswerverifiedShow Answer

All of the following are examples of behavioral segmentation except

Correct AnswerverifiedShow Answer

Micromarketing involves

Correct AnswerverifiedShow Answer

_____ segmentation defines market segments based on the time or occasion when a product should be purchased or consumed.

Correct AnswerverifiedShow Answer

In a behavioral segmentation strategy of business markets, the _________________________ segment consists of relatively sophisticated service users who believe that the user-provider relationship is very important.

Correct Answerverifiedrelationsh...View AnswerShow Answer

The Hummer is targeted towards "outdoor, rugged" type of individuals who want to explore places where trucks and cars cannot access. This is an example of use or application positioning.

Correct AnswerverifiedShow Answer

The three levels of segmentation include mass marketing, target marketing, and macromarketing.

Correct AnswerverifiedShow Answer

The primary categories of market segmentation include all of the following except _____ segmentation.

Correct AnswerverifiedShow Answer

What is a differentiated marketing strategy?

Correct AnswerverifiedDifferentiated marketing ident...View AnswerShow Answer

Behavioral segmentation variables include benefits sought, user rate, usage status, loyalty status, buyer-readiness stage, and occasion.

Correct AnswerverifiedShow Answer

In terms of business segmentation using a behavioral segmentation approach, the relationship-seeking segment consists of

Correct AnswerverifiedShow Answer

In assessing the effectiveness of a market segmentation approach, substantiality is the

Correct AnswerverifiedShow Answer

Multiattribute segmentation is a segmentation strategy based on the use of

Correct AnswerverifiedShow Answer

The positioning approach that communicates information about a product's value in terms of its price and quality is a(n) ____________________ positioning strategy.

Correct AnswerverifiedShow Answer

When businesses use frequency or loyalty programs, they are using a _____ strategy.

Correct AnswerverifiedShow Answer

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psychograp...
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relationsh...
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Differentiated marketing ident...
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