Question 1

FIGURE 9-1 
-Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

Accepted Answer

A)  link needs to actions
B)  identify market needs
C)  establish a marketing protocol
D)  execute marketing program actions
E)  segment and select the target marketsF) C) and D)
G) A) and E)

Question 2

When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy

Accepted Answer

A)  is a much more effective means of meeting consumers' individual needs.
B)  creates greater cost savings in manufacturing costs.
C)  is a more effective way of meeting organizational objectives.
D)  have significantly higher distribution costs.
E)  is more profitable since you can charge the new segment higher prices without changing the product.F) B) and E)
G) B) and D)

Question 3

The best term to describe either market or product synergies would be

Accepted Answer

A)  energy.
B)  direction.
C)  goals.
D)  details.
E)  efficiency.F) A) and B)
G) All of the above

Question 4

Doris Lewis owns Lewis Edibles, Inc., a company that makes Tongue Tinglin' B.B.Q.Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

Accepted Answer

A)  selected target market segments to reach.
B)  formed products to be sold into groups.
C)  developed a market-product grid and estimating size of markets.
D)  taken marketing actions to reach target markets.
E)  formed prospective buyers into segments.F) B) and E)
G) D) and E) D

Question 5

will respond similarly to a marking action is referred to as __________.

Accepted Answer

A)  market diversification
B)  market differentiation
C)  market segmentation
D)  market augmentation
E)  repositioningF) A) and B)
G) All of the above

Question 6

Motts Applesauce used an advertising campaign to change the way consumers thought about applesauce from a dinnertime side dish to a replacement for cooking oil in baking.The advertising message was that using applesauce in baking cuts calories and also makes the resulting baked good healthier.Motts was using a __________ strategy.

Accepted Answer

A)  perceptual mapping
B)  product positioning
C)  product differentiation
D)  repositioning
E)  psychographicsF) D) and E)
G) A) and D)

Question 7

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Accepted Answer

A)  organizational aggregation
B)  organizational synergy
C)  organizational segmentation
D)  organizational amalgamation
E)  organizational valuationF) A) and C)
G) D) and E)

Question 8

A commonly used term that focuses on usage rate is __________.

Accepted Answer

A)  rate of recurrence
B)  product utilization
C)  turnover
D)  frequency marketing
E)  consumer consumptionF) A) and B)
G) None of the above

Question 9

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Accepted Answer

Organizations may target different produ...

Question 10

The O3 technology refers to an innovative tennis racquet Prince Sports developed that simultaneously deliver faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports is implementing a __________ strategy with its innovative tennis racquet technology.

Accepted Answer

A)  product sampling
B)  product extrapolation
C)  product differentiation
D)  usage segmentation
E)  market differentiationF) D) and E)
G) B) and C)

Question 11

In the United States, the Harry Potter series of books were often at the top of The New York Times fiction best-seller list.These books have been marketed to preteen, teen, and adult readers around the world.Scholastic, the publisher of the Harry Potter books, is using which of the following segmentation strategies?

Accepted Answer

A)  multiple products with multiple market segments
B)  one product with multiple channels of distribution
C)  one product with multiple market segments
D)  one product with changes based on customer behavior
E)  multiple products with multiple segmentsF) B) and E)
G) B) and D)

Question 12

Product positioning refers to

Accepted Answer

A)  an older now outdated concept assigning products value by association with social class.
B)  the place a product offering occupies in consumers' minds on important attributes.
C)  the competitive advantage of one product over another, based upon its preferred placement in retail stores.
D)  the decision made by marketers regarding which two firms they consider to be their most dangerous competitors and on which criteria they can compete most effectively.
E)  using sensitivity analysis to place products on a grid to identify potential untapped markets.F) B) and E)
G) A) and B)

Question 13

In marketing, each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A)  market segment
B)  demographic cluster
C)  organizational buyer
D)  ultimate consumer
E)  qualified prospectF) A) and E)
G) C) and E) A

Question 14

Frequency marketing is a strategy that focuses on

Accepted Answer

A)  trial.
B)  service inventory.
C)  usage rate.
D)  consumption rate.
E)  turnover.F) B) and D)
G) All of the above

Question 15

Perceptual map refers to

Accepted Answer

A)  a framework used to compare one firm's product offerings with another firm's offerings in relationship to their relative market share.
B)  a framework used to demonstrate the growth or decline of specific market segments within an organization.
C)  a means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand.
D)  a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization.
E)  a product differentiation table that allows a firm to identify specific product features and their corresponding market share.F) D) and E)
G) B) and E)

Question 16

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is traditional families, it appears the State of Alabama Board of Tourism has segmented the market using __________ variables.

Accepted Answer

A)  regional
B)  demographic
C)  socioeconomic
D)  geographic
E)  psychographicF) B) and E)
G) B) and D)

Question 17

FIGURE 9-4 
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is by

Accepted Answer

A)  whether the student is a faculty or staff member.
B)  whether the student lives near the campus or far away.
C)  whether the student has the discretionary income to eat at Wendy's.
D)  combining the factors of where the student lives and when (s) he is on campus.
E)  the meals eaten at the restaurant.F) A) and B)
G) A) and C)

Question 18

FIGURE 9-4 
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Assume the large market (shown by a "3")  is 3 times the size of the small market (shown by a "1") .Similarly, assume the medium market (shown by a "2")  is twice the size of the small market.The largest potential market segment is for

Accepted Answer

A)  students that live in a dormitory.
B)  students that live in an apartment.
C)  students that are day commuters.
D)  students that are night commuters.
E)  faculty or staff members.F) B) and D)
G) A) and D)

Question 19

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Accepted Answer

A)  estimated expenses for products sold
B)  total anticipated revenue
C)  total anticipated profit
D)  market share of the closest competitor
E)  market segments of potential buyersF) C) and D)
G) A) and E)

Question 20

Usage rate refers to

Accepted Answer

A)  the percentage of total possible users divided by the total number of consumers who actually use a product or service.
B)  the average number of times a customer uses a product or service relative to other consumers using the same product or service.
C)  the quantity consumed or patronage (store visits)  during a specific period.
D)  the average number of times a customer uses a product or service relative to the maximum or expected possible use of that product or service.
E)  the average lifetime or expected performance of a consumer product based upon normal noncommercial use.F) B) and D)
G) C) and E) C

Exam 9: Market Segmentation, Targeting, and Positioning

FIGURE 9-1 -Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

Correct Answer
verified

When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy

Correct Answer
verified

The best term to describe either market or product synergies would be

Correct Answer
verified

Correct Answer
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D

will respond similarly to a marking action is referred to as __________.

Correct Answer
verified

Correct Answer
verified

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Correct Answer
verified

A commonly used term that focuses on usage rate is __________.

Correct Answer
verified

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct Answer
verified
Organizations may target different produ...
View Answer

The O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously deliver faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports is implementing a __________ strategy with its innovative tennis racquet technology.

Correct Answer
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Correct Answer
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Product positioning refers to

Correct Answer
verified

In marketing, each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct Answer
verified
A

Frequency marketing is a strategy that focuses on

Correct Answer
verified

Perceptual map refers to

Correct Answer
verified

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is traditional families, it appears the State of Alabama Board of Tourism has segmented the market using __________ variables.

Correct Answer
verified

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is by

Correct Answer
verified

Correct Answer
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A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct Answer
verified

Usage rate refers to

Correct Answer
verified
C

Exam 9: Market Segmentation, Targeting, and Positioning

FIGURE 9-1 -Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

Correct AnswerverifiedShow Answer

When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy

Correct AnswerverifiedShow Answer

The best term to describe either market or product synergies would be

Correct AnswerverifiedShow Answer

Correct AnswerverifiedD

will respond similarly to a marking action is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

Correct AnswerverifiedShow Answer

A commonly used term that focuses on usage rate is __________.

Correct AnswerverifiedShow Answer

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct AnswerverifiedOrganizations may target different produ...View AnswerShow Answer

The O3 technology refers to an innovative tennis racquet Prince Sports developed that simultaneously deliver faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports is implementing a __________ strategy with its innovative tennis racquet technology.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Product positioning refers to

Correct AnswerverifiedShow Answer

In marketing, each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Correct AnswerverifiedA

Frequency marketing is a strategy that focuses on

Correct AnswerverifiedShow Answer

Perceptual map refers to

Correct AnswerverifiedShow Answer

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state.Since the apparent target of these ads is traditional families, it appears the State of Alabama Board of Tourism has segmented the market using __________ variables.

Correct AnswerverifiedShow Answer

FIGURE 9-4 -Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.The best way to describe how the student market is segmented is by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct AnswerverifiedShow Answer

Usage rate refers to

Correct AnswerverifiedC

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D

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Organizations may target different produ...
View Answer

The O³ technology refers to an innovative tennis racquet Prince Sports developed that simultaneously deliver faster racquet speed and a bigger "sweet spot" in the middle of the frame.Prince Sports is implementing a __________ strategy with its innovative tennis racquet technology.

Correct Answer
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A

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