Question 1

The region, the density of the population, the size of the population are terms for techniques to use in ________.

Accepted Answer

A)   Positioning.
B)   Differentiation.
C)   Democratic segmentation.
D)   Population parameter estimation.
E)   Geographic segmentation.

Question 2

Geographic segmentation is useful but ________

Accepted Answer

A)   A necessary condition in all segmentation schemes.
B)   Is an insufficient criteria in and of itself.
C)   Creates negative stereotypes to different parts of the country.
D)   Is dependent upon the talent of the marketer to discover the quirks of a given geographic area.
E)   None of the above.

Question 3

Marcus is a high school teacher who was born in 1980.What generation does he belong to and what are its characteristics?

Accepted Answer

Generation Y (60 million born ...

Question 4

When a company is confused about market segments, it sometimes pick a one-market strategy.This segmentation approach is called ________.

Accepted Answer

A)   Mass approach.
B)   Undifferentiated target marketing.
C)   Differentiated strategy.
D)   Low cost approach.
E)   Efficiency marketing.

Question 5

Generation Y, people born between 1978-1994, tend to be pragmatic, optimistic, good team players, savvy and edgy in nature.

Accepted Answer

A) True 
 B)False

Question 6

At one time, specific companies that catered to a particular market segmented by race.Today ______.

Accepted Answer

A)   The segments are indistinguishable.
B)   The segments have declined in size.
C)   The segments have become part of mainstream business.
D)   The segments all buy the same products.
E)   The segments lack sufficiency.

Question 7

When a company decides its positioning strategy, it is impossible to over position it against competition.

Accepted Answer

A) True 
 B)False

Question 8

Perceptual maps aid in _________ a product.

Accepted Answer

A)   Repositioning.
B)   Underpostioning.
C)   Over positioning.
D)   Confused positioning.
E)   Doubtful positioning.

Question 9

Having a product whose value proposition is a well kept secret ________.

Accepted Answer

A)   Is a good idea.
B)   Is not a good thing in marketing.
C)   Is a concept that uses subliminal messages.
D)   Is a superior concept used in targeting.
E)   Is a well accepted idea in market segmentation.

Question 10

Land's End likes customized (one-to-one)marketing because customers pay more, 25% of customers are new to the company, and 33% purchase the custom made items more than once.

Accepted Answer

A) True 
 B)False

Question 11

Michael Porter developed a model to determine the ______.

Accepted Answer

A)   Segment approaches to complex markets.
B)   Life of a product once it is introduced.
C)   Size of the market needed to be successful.
D)   The six competitive forces that firms must consider.
E)   None of the above.

Question 12

When a company has frequent changes to its position and contradictory messages, it is said that the company suffers from confused positioning.

Accepted Answer

A) True 
 B)False

Question 13

Demographic segmentation is best described as _______.

Accepted Answer

A)   Using characteristics of human populations to segment the market.
B)   Using characteristics of geography to segment the market.
C)   Using characteristics of lifestyle to segment the market.
D)   Using characteristics of virtual communities to segment the market.
E)   All of the above are demographic segmentation.

Question 14

Family and household segmentation have become more complex than ever as a result of non-traditional households and different standards of morality in the population.

Accepted Answer

A) True 
 B)False

Question 15

Among the generations used for segmentation, one stands out as the largest and most affluent of all the generations.This generation is known as ______.

Accepted Answer

A)   Millennial.
B)   Generation X.
C)   Generation Y.
D)   Lost Generation.
E)   Baby Boomer Generation.

Question 16

An idea used in segmentation is geographic segmentation, this means ________.

Accepted Answer

A)   People are different based upon where they live.
B)   Geography determines ones likes and dislikes.
C)   Consumer respond differently to marketing strategies and programs based on where they live.
D)   The East Coast, West Coast, and Midwest are the most important market segments based upon size.
E)   None of the above.

Question 17

Positioning relies upon the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.

Accepted Answer

A)   The cost of the product and the quality.
B)   The way the 4 p's work with one another.
C)   The customer's needs and wants and what the product has to offer.
D)   The quid pro quo of product and advertising.
E)   The salesperson and the customer at a personal level

Question 18

Baby Boomers represent a huge segment of the population.There is some evidence that they, in their own minds, do not think they age.This is an example of _______.

Accepted Answer

A)   Lack of aging.
B)   Age discrimination.
C)   Ethical dilemmas in segmentation through the calling of Baby Boomers older.
D)   Difference between chronological age and attitudinal age.
E)   Aging diagnostics of different groups of people.

Question 19

Apple Cora Anderson was born in 2001.She is a member of the __________ generation.

Accepted Answer

A)   Baby boomer.
B)   GI.
C)   Silent.
D)   Gen X.
E)   Millennial.

Question 20

Some companies, insurance and credit card, would like to target students as a segment but find them hard to capture.This is an example of a market lacking one of the criteria for segmentation and is called _______.

Accepted Answer

A)   Reachable-the ability to reach the segment in terms of communication.
B)   Responsiveness-the feeling that the market will buy more if targeted.
C)   Sufficient size-the size of the market is large enough to be worth considering.
D)   Measurable-information can be obtained about the market.
E)   None of the above.

Exam 9: Segmentation, Target Marketing, and Positioning

When a company is confused about market segments, it sometimes pick a one-market strategy.This segmentation approach is called ________.

Correct AnswerverifiedShow Answer

Family and household segmentation have become more complex than ever as a result of non-traditional households and different standards of morality in the population.

Correct AnswerverifiedShow Answer

Land's End likes customized (one-to-one)marketing because customers pay more, 25% of customers are new to the company, and 33% purchase the custom made items more than once.

Correct AnswerverifiedShow Answer

Apple Cora Anderson was born in 2001.She is a member of the __________ generation.

Correct AnswerverifiedShow Answer

Michael Porter developed a model to determine the ______.

Correct AnswerverifiedShow Answer

Baby Boomers represent a huge segment of the population.There is some evidence that they, in their own minds, do not think they age.This is an example of _______.

Correct AnswerverifiedShow Answer

Demographic segmentation is best described as _______.

Correct AnswerverifiedShow Answer

Marcus is a high school teacher who was born in 1980.What generation does he belong to and what are its characteristics?

Correct AnswerverifiedGeneration Y (60 million born ...View AnswerShow Answer

Some companies, insurance and credit card, would like to target students as a segment but find them hard to capture.This is an example of a market lacking one of the criteria for segmentation and is called _______.

Correct AnswerverifiedShow Answer

When a company has frequent changes to its position and contradictory messages, it is said that the company suffers from confused positioning.

Correct AnswerverifiedShow Answer

Geographic segmentation is useful but ________

Correct AnswerverifiedShow Answer

Among the generations used for segmentation, one stands out as the largest and most affluent of all the generations.This generation is known as ______.

Correct AnswerverifiedShow Answer

At one time, specific companies that catered to a particular market segmented by race.Today ______.

Correct AnswerverifiedShow Answer

Having a product whose value proposition is a well kept secret ________.

Correct AnswerverifiedShow Answer

When a company decides its positioning strategy, it is impossible to over position it against competition.

Correct AnswerverifiedShow Answer

The region, the density of the population, the size of the population are terms for techniques to use in ________.

Correct AnswerverifiedShow Answer

Positioning relies upon the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.

Correct AnswerverifiedShow Answer

Generation Y, people born between 1978-1994, tend to be pragmatic, optimistic, good team players, savvy and edgy in nature.

Correct AnswerverifiedShow Answer

Perceptual maps aid in _________ a product.

Correct AnswerverifiedShow Answer

An idea used in segmentation is geographic segmentation, this means ________.

Correct AnswerverifiedShow Answer

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Generation Y (60 million born ...
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