Question 1

The concept of differentiation implies that consumers perceive the value of companies differently and that they are willing to pay a premium for goods and services that they see as unique.

Accepted Answer

A) True 
 B)False

Question 2

What is the size of the minority population in the U.S.and which is the largest minority group?

Accepted Answer

100.7 million people are in mi...

Question 3

A(n) _________ displays paired attributes in order to compare consumer perceptions of each competitor's delivery against those attributes.

Accepted Answer

A)   Virtual map
B)   Attribute map
C)   Monolithic map
D)   Perceptual map
E)   None of the above

Question 4

With reference to the VALS™ framework,the primary motivation for thinkers is self-expression.

Accepted Answer

A) True 
 B)False

Question 5

Define market segmentation.

Accepted Answer

Segmentation is the process by...

Question 6

___________ would not be a good product for using gender segmentation.

Accepted Answer

A)   Clothes
B)   Perfume
C)   Toothpaste
D)   Wrist watches
E)   Shoes

Question 7

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 8

What is geodemographic segmentation and what are PRIZM clusters?

Accepted Answer

A hybrid form of segmentation that consi...

Question 9

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

Accepted Answer

A)   Benefits sought
B)   Lifestyle
C)   Psychographic
D)   Usage-based
E)   Geographic

Question 10

Serenity was born in 1970.Her parents met at the famous Woodstock festival.She is a member of the ________.

Accepted Answer

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

Question 11

Firms use ______.

Accepted Answer

A)   One segmentation technique at a time
B)   Multiple segmentation techniques simultaneously
C)   One technique then sequentially another and then yet another
D)   A maximum of two segmentation techniques simultaneously
E)   None of the above

Question 12

Some insurance and credit card companies would like to target students as a segment but find it hard to capture their attention.This is an example of a market lacking one of the criteria for segmentation and it is ________.

Accepted Answer

A)   The ability to reach the segment in terms of communication
B)   The ability of identifying the market
C)   The size of the market
D)   The ability of obtaining information about the market
E)   None of the above

Question 13

Demographic segmentation is one of the most popular segmentation approaches because _________.

Accepted Answer

A)   It is readily measurable
B)   Customer needs and wants tend to vary with some degree of regularity based on demographic differences
C)   It uses the statistical characteristics of human populations such as age or income
D)   All of the above
E)   None of the above

Question 14

Family life cycle segmentation factors includes all of the following EXCEPT ____________.

Accepted Answer

A)   Income
B)   Age
C)   Marital status
D)   Number of children
E)   Cohabitation

Question 15

Concentrated target marketing is often used by ________.

Accepted Answer

A)   Large companies to dominate a market
B)   Start-up firms to enter a market as a focus player
C)   Multinational companies
D)   Virtual firms that use internet marketing
E)   Large companies to enhance the brand image of their products

Question 16

Social class as a segmentation tool takes into account _______.

Accepted Answer

A)   Income
B)   Education
C)   Occupation
D)   None of the above
E)   A, B, and C

Question 17

Why is the Benefits Sought method of segmentation a good place to start the segmentation process?

Accepted Answer

For many marketing managers,segmentation...

Question 18

With reference to the VALS™ framework,_______ are fundamentally conservative and they choose familiar products and established brands.

Accepted Answer

A)   Makers
B)   Survivors
C)   Believers
D)   Achievers
E)   Thinkers

Question 19

With reference to the VALS™ framework,_______appreciate the unconventional.They are active and impulsive,seeking stimulation from the new,offbeat,and risky.

Accepted Answer

A)   Makers
B)   Survivors
C)   Believers
D)   Experiencers
E)   Thinkers

Question 20

When it is said that a market can be reached,it means that _______.

Accepted Answer

A)   The market can be reached by transportation
B)   The market can be reached by language
C)   The market can be reached by technology
D)   The market can be reached by communication
E)   All of the above

Exam 7: Segmentation,target Marketing,positioning

Define market segmentation.

Correct AnswerverifiedSegmentation is the process by...View AnswerShow Answer

___________ would not be a good product for using gender segmentation.

Correct AnswerverifiedShow Answer

Firms use ______.

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

The concept of differentiation implies that consumers perceive the value of companies differently and that they are willing to pay a premium for goods and services that they see as unique.

Correct AnswerverifiedShow Answer

Why is the Benefits Sought method of segmentation a good place to start the segmentation process?

Correct AnswerverifiedFor many marketing managers,segmentation...View AnswerShow Answer

Social class as a segmentation tool takes into account _______.

Correct AnswerverifiedShow Answer

A(n) _________ displays paired attributes in order to compare consumer perceptions of each competitor's delivery against those attributes.

Correct AnswerverifiedShow Answer

With reference to the VALS™ framework,_______ are fundamentally conservative and they choose familiar products and established brands.

Correct AnswerverifiedShow Answer

Serenity was born in 1970.Her parents met at the famous Woodstock festival.She is a member of the ________.

Correct AnswerverifiedShow Answer

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

Correct AnswerverifiedShow Answer

When it is said that a market can be reached,it means that _______.

Correct AnswerverifiedShow Answer

Some insurance and credit card companies would like to target students as a segment but find it hard to capture their attention.This is an example of a market lacking one of the criteria for segmentation and it is ________.

Correct AnswerverifiedShow Answer

Family life cycle segmentation factors includes all of the following EXCEPT ____________.

Correct AnswerverifiedShow Answer

Demographic segmentation is one of the most popular segmentation approaches because _________.

Correct AnswerverifiedShow Answer

What is geodemographic segmentation and what are PRIZM clusters?

Correct AnswerverifiedA hybrid form of segmentation that consi...View AnswerShow Answer

Concentrated target marketing is often used by ________.

Correct AnswerverifiedShow Answer

What is the size of the minority population in the U.S.and which is the largest minority group?

Correct Answerverified100.7 million people are in mi...View AnswerShow Answer

With reference to the VALS™ framework,_______appreciate the unconventional.They are active and impulsive,seeking stimulation from the new,offbeat,and risky.

Correct AnswerverifiedShow Answer

With reference to the VALS™ framework,the primary motivation for thinkers is self-expression.

Correct AnswerverifiedShow Answer

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Segmentation is the process by...
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Generation Y (60 million born ...
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For many marketing managers,segmentation...
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A hybrid form of segmentation that consi...
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100.7 million people are in mi...
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