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Let's Dish is a meal-preparation service operating in three states.Customers visit a Let's Dish store to select and partially prepare their meals,which are then packaged for the freezer.At home,the customer can pull a meal out of the freezer and warm it in the oven or microwave.If Let's Dish wanted to expand into new areas of the United States,what segmentation method would probably be most useful in choosing new locations?


A) loyalty segmentation
B) benefit segmentation
C) psychographic segmentation
D) geodemographic segmentation
E) demographic segmentation

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


A) geographic
B) geodemographic
C) psychographic
D) benefit
E) loyalty

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When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is


A) responsive.
B) identifiable.
C) reachable.
D) substantial.
E) reactive.

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Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to


A) develop an advertising plan to promote the upcoming sales.
B) find marketing interns or hire new staff to help with implementation.
C) create pro forma financial statements to complete the package.
D) identify and evaluate opportunities by conducting segmentation,targeting,and positioning analysis.
E) use the Internet,catalogs,and vendor information to draw up a list of new products.

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Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

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This addresses the q...

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Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

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Answers will vary by the type of institu...

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As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

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Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is attractive relative to all of the following except


A) substantial.
B) responsive.
C) profitable.
D) reachable.
E) realistic.

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Which of the following would not be used in calculating the profitability of a segment?


A) segment perceptions
B) segment size
C) segment adoption percentage
D) profit margin percentage
E) fixed costs

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Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.Which type of segmentation method was used to segment this market?


A) psychographics
B) demographics
C) geographics
D) geodemographics
E) behavior

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What is the best situation in the Circles for a Successful Value Proposition framework?


A) The firm's benefits overlap with both customer needs / wants and competitors' benefits.
B) The firm's offering overlaps with customer needs / wants but not with competitors' offerings.
C) The firm's offering overlaps with competitors' benefits but not with customer needs / wants.
D) Customer needs / wants overlap with both the firm's benefits and competitors' benefits.
E) None of the three circles overlaps.

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Demographic segmentation is segmentation based on all of the following except


A) age.
B) gender.
C) education.
D) income.
E) lifestyle.

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__________ is an extreme form of a targeting strategy.


A) Macromarketing
B) Micromarketing
C) Benefit marketing
D) Differentiated targeting
E) Concentrated targeting

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Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

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His ability to pursue each target segmen...

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NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

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Gender is ...

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Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.


A) geographic
B) self-concept
C) psychographic
D) benefit
E) behavioral

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Which of the following defines a value proposition?


A) the unique value that a product or service provides to customers
B) a special discount offer dropping the price
C) an advertisement that talks about value
D) a display of the position of products or brands in the consumer's mind
E) the one feature that will prompt a customer to buy the product

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A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy


A) is the cheapest option.
B) requires the use of advanced advertising techniques.
C) rarely works.
D) is likely more costly than an undifferentiated strategy.
E) is ineffective without multiple brand names.

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When selecting a target market,firms will be most successful if they


A) decide between demographic and geographic segmentation methods.
B) seek out opportunities to customize products.
C) develop a strong communication plan.
D) match the firm's competencies with a market segment's attractiveness.
E) reposition the brand.

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Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because


A) it is based on underlying reasons why people make choices.
B) it is easier to use than demographics.
C) the travel business doesn't respond well to other approaches to segmentation.
D) psychographics is the preferred method for service businesses.
E) psychographic segmentation is the least expensive method.

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