Question 1

Explain why the Hispanic American population is particularly important to marketers.

Accepted Answer

The Hispanic American population is the ...

Question 2

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Accepted Answer

A)   fragmented
B)   homogeneous
C)   custom marketing
D)   mass customization
E)   concentrated targetingF) None of the above
G) B) and E)

Question 3

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

Accepted Answer

Students' answers will vary. Their answe...

Question 4

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets.

Accepted Answer

A)   value analysis
B)   social class
C)   geodemographic
D)   socioeconomic
E)   psychographicF) B) and E)
G) B) and C)

Question 5

Once a brand's position is established, marketers rarely attempt to change it.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a true statement about trends related to gender segmentation?

Accepted Answer

A)   The education and income gap between men and women closed in the latest recession.
B)   In the recent recession, women held about three in four of the jobs that were lost.
C)   Men are now increasingly likely to marry women with more education and income than they have.
D)   In recent decades, the economic gains of marriage have been greater for women than for men.
E)   Women are now increasingly likely to marry men with more education and income than they have.F) B) and D)
G) D) and E)

Question 7

Explain how a marketer determines whether an identified market segment is viable.

Accepted Answer

A viable target segment should satisfy s...

Question 8

Companies can customize online advertising by ________ so that people who log on in different places will see content for local businesses.

Accepted Answer

A)   geotargeting
B)   geodemography
C)   geodiversity
D)   psychographics
E)   profilingF) A) and D)
G) B) and C)

Question 9

The last step in developing a positioning strategy is to ________.

Accepted Answer

A)   evaluate responses and modify as needed
B)   identify segmentation variables
C)   analyze the competitors' positions in the marketplace
D)   describe a product with a competitive advantage
E)   finalize the marketing mixF) B) and D)
G) B) and C)

Question 10

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Accepted Answer

XYZ Computers will have an opp...

Question 11

According to the long tail approach to selling, ________.

Accepted Answer

A)   the Internet provides reduced opportunities for segmenting markets
B)   companies can make the most money by focusing on the "bottom-of-pyramid" market
C)   companies should focus on the 20 percent of customers who purchase the greatest volume of their product
D)   companies should focus on the 80 percent of customers who purchase the greatest volume of their product
E)   companies can make money by selling small amounts of items that only a few people wantF) All of the above
G) B) and E)

Question 12

Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole wheat cereal while others want rice cereal. There are some who like hot cereal and others who like to eat their cereal right out of the box. The diversity of consumers for cereal is an example of ________.

Accepted Answer

A)   geodemography
B)   target marketing
C)   cultural diversity
D)   psychographics
E)   market fragmentationF) A) and D)
G) B) and E)

Question 13

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Accepted Answer

Perceptual maps show consumer perception...

Question 14

Identify three forms of competitive advantage a product could offer.

Accepted Answer

Marketers could choose to focu...

Question 15

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners.

Accepted Answer

A)   geodemography
B)   cultural diversity
C)   ethnic segmentation
D)   psychography
E)   social networkingF) B) and C)
G) C) and E)

Question 16

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

Accepted Answer

A)   image
B)   people
C)   services
D)   product features
E)   costF) C) and D)
G) A) and B)

Question 17

Which of the following statements about the steps in the target marketing process is true?

Accepted Answer

A)   The first step in the target marketing process is setting marketing objectives.
B)   There are four steps in the target marketing process.
C)   The second step in the target marketing process is the identification of all segmentation variables.
D)   The final step in the target marketing process is positioning.
E)   The target marketing process is not related to positioning.F) A) and E)
G) B) and E)

Question 18

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Accepted Answer

A) True 
 B)False

Question 19

The 80/20 rule is most directly related to ________ segmentation.

Accepted Answer

A)   demographic
B)   behavioral
C)   geodemographic
D)   socioeconomic
E)   psychographicF) C) and E)
G) D) and E)

Question 20

________ are the largest ethnic group in the United States.

Accepted Answer

A)   African Americans
B)   Asian Americans
C)   Pacific Islanders
D)   Hispanic Americans
E)   American IndiansF) None of the above
G) C) and D)

Exam 7: Segmentation, Target Marketing, and Positioning

Once a brand's position is established, marketers rarely attempt to change it.

Correct Answer
verified

Explain how a marketer determines whether an identified market segment is viable.

Correct Answer
verified
A viable target segment should satisfy s...
View Answer

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets.

Correct Answer
verified

Which of the following statements about the steps in the target marketing process is true?

Correct Answer
verified

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Correct Answer
verified
Perceptual maps show consumer perception...
View Answer

________ are the largest ethnic group in the United States.

Correct Answer
verified

The last step in developing a positioning strategy is to ________.

Correct Answer
verified

Which of the following is a true statement about trends related to gender segmentation?

Correct Answer
verified

According to the long tail approach to selling, ________.

Correct Answer
verified

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

Correct Answer
verified

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Correct Answer
verified

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners.

Correct Answer
verified

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Correct Answer
verified

Explain why the Hispanic American population is particularly important to marketers.

Correct Answer
verified
The Hispanic American population is the ...
View Answer

The 80/20 rule is most directly related to ________ segmentation.

Correct Answer
verified

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Correct Answer
verified
XYZ Computers will have an opp...
View Answer

Companies can customize online advertising by ________ so that people who log on in different places will see content for local businesses.

Correct Answer
verified

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

Correct Answer
verified
Students' answers will vary. Their answe...
View Answer

Identify three forms of competitive advantage a product could offer.

Correct Answer
verified
Marketers could choose to focu...
View Answer

Correct Answer
verified

Exam 7: Segmentation, Target Marketing, and Positioning

Once a brand's position is established, marketers rarely attempt to change it.

Correct AnswerverifiedShow Answer

Explain how a marketer determines whether an identified market segment is viable.

Correct AnswerverifiedA viable target segment should satisfy s...View AnswerShow Answer

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets.

Correct AnswerverifiedShow Answer

Which of the following statements about the steps in the target marketing process is true?

Correct AnswerverifiedShow Answer

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Correct AnswerverifiedPerceptual maps show consumer perception...View AnswerShow Answer

________ are the largest ethnic group in the United States.

Correct AnswerverifiedShow Answer

The last step in developing a positioning strategy is to ________.

Correct AnswerverifiedShow Answer

Which of the following is a true statement about trends related to gender segmentation?

Correct AnswerverifiedShow Answer

According to the long tail approach to selling, ________.

Correct AnswerverifiedShow Answer

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

Correct AnswerverifiedShow Answer

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Correct AnswerverifiedShow Answer

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners.

Correct AnswerverifiedShow Answer

The long tail approach to segmentation indicates that companies can make money selling small amounts of items that only a few people want as long as they sell enough different items.

Correct AnswerverifiedShow Answer

Explain why the Hispanic American population is particularly important to marketers.

Correct AnswerverifiedThe Hispanic American population is the ...View AnswerShow Answer

The 80/20 rule is most directly related to ________ segmentation.

Correct AnswerverifiedShow Answer

XYZ Computers, Inc., a business with limited resources, uses a concentrated targeting strategy. How might XYZ benefit from this?

Correct AnswerverifiedXYZ Computers will have an opp...View AnswerShow Answer

Companies can customize online advertising by ________ so that people who log on in different places will see content for local businesses.

Correct AnswerverifiedShow Answer

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

Correct AnswerverifiedStudents' answers will vary. Their answe...View AnswerShow Answer

Identify three forms of competitive advantage a product could offer.

Correct AnswerverifiedMarketers could choose to focu...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
A viable target segment should satisfy s...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Perceptual maps show consumer perception...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The Hispanic American population is the ...
View Answer

Correct Answer
verified

Correct Answer
verified
XYZ Computers will have an opp...
View Answer

Correct Answer
verified

Correct Answer
verified
Students' answers will vary. Their answe...
View Answer

Correct Answer
verified
Marketers could choose to focu...
View Answer

Correct Answer
verified