Question 1

According to the ________ criterion for useful market segments,a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Accepted Answer

A)  measurable
B)  substantial
C)  accessible
D)  differentiable
E)  actionableF) C) and E)
G) A) and C)

Question 2

Believers favor stylish products that emulate the purchases of those with greater material wealth.

Accepted Answer

A) True 
 B)False

Question 3

To be useful,market segments must be measurable.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements about Gen Yers is true?

Accepted Answer

A)  They are often turned off by overt branding practices and "hard sell".
B)  They are more likely to associate retirement with "the beginning of the end".
C)  They are more pragmatic and individualistic.
D)  They were born between 1964 and 1978.
E)  They were the first generation to find surpassing their parents' standard of living a serious challenge.F) All of the above
G) B) and E)

Question 5

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Accepted Answer

A)  demographic variables
B)  purchasing approaches
C)  situational factors
D)  personal characteristics
E)  operating variablesF) D) and E)
G) A) and C)

Question 6

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

Accepted Answer

A)  measurable
B)  substantial
C)  accessible
D)  differentiable
E)  actionableF) D) and E)
G) A) and D)

Question 7

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

Accepted Answer

A)  individual
B)  undifferentiated
C)  differentiated
D)  concentrated
E)  nicheF) A) and D)
G) A) and E)

Question 8

People motivated by achievement look for products and services that demonstrate success to their peers.

Accepted Answer

A) True 
 B)False

Question 9

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can show the firm which brands are most competitive with its own.

Accepted Answer

A)  hard-core loyals
B)  split loyals
C)  shifting loyals
D)  switchers
E)  antiloyalsF) A) and C)
G) A) and E)

Question 10

Members of a cohort don't share the same major cultural,political,and economic experiences.

Accepted Answer

A) True 
 B)False

Question 11

Companies following a market specialization strategy offer one product to as many markets as possible.

Accepted Answer

A) True 
 B)False

Question 12

Even when the target market is described in __________ terms (say,a personality type) ,the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.

Accepted Answer

A)  non-demographic
B)  non-geographic
C)  non-behavioral
D)  non-psychographic
E)  demographicF) D) and E)
G) C) and E)

Question 13

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Accepted Answer

A)  life stage
B)  gender
C)  age
D)  income
E)  social classF) A) and B)
G) A) and C)

Question 14

Explain the concept of mass marketing.

Accepted Answer

In mass marketing,the firm ignores segme...

Question 15

Which of the following statements about Gen Xers is true?

Accepted Answer

A)  Gen Xers are more optimistic and team-oriented.
B)  Gen Xers are selective,confident,and impatient.
C)  Gen Xers are highly socially conscious and concerned about environmental issues.
D)  Gen Xers share many of the same values toward work,family,and society as baby boomers.
E)  Technology is a barrier for Gen Xers.F) B) and D)
G) A) and B)

Question 16

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.

Accepted Answer

A)  knowledge
B)  social activity
C)  products that demonstrate success to their peers
D)  variety
E)  riskF) None of the above
G) A) and B)

Question 17

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n) ________.

Accepted Answer

A)  thinker
B)  achiever
C)  experiencer
D)  striver
E)  survivorF) B) and C)
G) A) and E)

Question 18

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

Accepted Answer

A)  grassroots
B)  behavioral
C)  retail
D)  business
E)  VALSF) B) and D)
G) C) and D)

Question 19

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Accepted Answer

A)  Consumptionism
B)  Viral marketing
C)  Virtual marketing
D)  Regionalization
E)  CustomerizationF) A) and D)
G) A) and B)

Question 20

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

Accepted Answer

A)  single-segment concentration
B)  selective specialization
C)  product specialization
D)  market specialization
E)  full market coverageF) A) and B)
G) C) and E)

Exam 8: Identifying Market Segments and Targets

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Correct AnswerverifiedShow Answer

Believers favor stylish products that emulate the purchases of those with greater material wealth.

Correct AnswerverifiedShow Answer

Explain the concept of mass marketing.

Correct AnswerverifiedIn mass marketing,the firm ignores segme...View AnswerShow Answer

In a growing trend called __________ marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

Correct AnswerverifiedShow Answer

Even when the target market is described in __________ terms (say,a personality type) ,the link back to demographic characteristics is needed to estimate the size of the market and the media that should be used to reach it efficiently.

Correct AnswerverifiedShow Answer

Companies following a market specialization strategy offer one product to as many markets as possible.

Correct AnswerverifiedShow Answer

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

Correct AnswerverifiedShow Answer

People motivated by achievement look for products and services that demonstrate success to their peers.

Correct AnswerverifiedShow Answer

According to the VALS segmentation framework,consumers primarily motivated by ideals are guided by ________.

Correct AnswerverifiedShow Answer

Members of a cohort don't share the same major cultural,political,and economic experiences.

Correct AnswerverifiedShow Answer

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,________ can show the firm which brands are most competitive with its own.

Correct AnswerverifiedShow Answer

To be useful,market segments must be measurable.

Correct AnswerverifiedShow Answer

Which of the following statements about Gen Yers is true?

Correct AnswerverifiedShow Answer

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

Correct AnswerverifiedShow Answer

According to the ________ criterion for useful market segments,a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Correct AnswerverifiedShow Answer

Kim is a young professional who enjoys wakeboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n) ________.

Correct AnswerverifiedShow Answer

Which of the following statements about Gen Xers is true?

Correct AnswerverifiedShow Answer

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Correct AnswerverifiedShow Answer

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

Correct AnswerverifiedShow Answer

Pampers divides its market demographically on the basis of ________ into prenatal,new baby,baby,toddler,and preschooler.

Correct AnswerverifiedShow Answer

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In mass marketing,the firm ignores segme...
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