Question 1

African Americans,Hispanic Americans,and Asian Americans are all examples of ________ segments.

Accepted Answer

A)  life cycle
B)  psychographic
C)  ethnic group
D)  social class
E)  geocodingF) B) and C)
G) B) and E)

Question 2

Which of the following is the narrowest strategy?

Accepted Answer

A)  undifferentiated targeting
B)  customized marketing
C)  differentiated targeting
D)  concentrated targeting
E)  mass marketingF) A) and E)
G) A) and D)

Question 3

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 4

The direct cause of market fragmentation is the large number of new technological products introduced annually.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following best defines demographics?

Accepted Answer

A)  statistics that can be used to segment populations on the basis of what people do with a product
B)  statistics that can be used to segment populations on the basis of when people use a product
C)  qualitative data that can be used to explain why seemingly homogeneous consumer groups do not share core characteristics
D)  statistics that can be used to segment populations on the basis of shared attitudes,opinions,and interests
E)  statistics that measure observable aspects of a populationF) A) and E)
G) A) and D)

Question 6

Identifying and targeting market segments that may be as small as just one individual is known as ________.

Accepted Answer

A)  geotargeting
B)  micromarketing
C)  psychographic segmenting
D)  geodemography
E)  usage segmentingF) C) and D)
G) None of the above

Question 7

The supermarket sells boxes of pink diapers and blue diapers.This is an example of segmenting by ________.

Accepted Answer

A)  gender
B)  age
C)  ethnicity
D)  social class
E)  geocodingF) D) and E)
G) B) and E)

Question 8

Discuss the advantages and disadvantages of undifferentiated targeting,differentiated targeting,and concentrated targeting.

Accepted Answer

An undifferentiated targeting strategy i...

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Why do marketers segment the market and use a target marketing strategy?

Accepted Answer

Marketers divide heterogeneous markets i...

Question 11

Which of the following would most likely be used in the process of developing and implementing a positioning strategy?

Accepted Answer

A)  a perceptual map
B)  a geographic information system
C)  NAICS
D)  PRIZM
E)  VALS™F) B) and C)
G) A) and B)

Question 12

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) B) and D)
G) A) and B)

Question 13

How do marketing organizations benefit from cultural diversity?

Accepted Answer

Marketing organizations that hire people...

Question 14

Which of the following is the best example of the long tail approach to selling?

Accepted Answer

A)  Nearly 20 percent of the videos delivered by Netflix are older or obscure titles from its vast collection of videos.
B)  Kraft Foods focuses on the 20 percent of U.S.households that purchase 80 percent of the Miracle Whip the company markets.
C)  Barnes & Noble stocks the most popular books and magazines in its retail stores.
D)  Google lets advertisers target certain ads to certain segments of search engine users.
E)  Staples segments its business-to-business markets based on sales volume.F) B) and E)
G) C) and D)

Question 15

The division of buyers into groups based on lifestyle or personality characteristics is ________ segmentation.

Accepted Answer

A)  behavioral
B)  psychographic
C)  values
D)  demographic
E)  needsF) B) and C)
G) A) and E)

Question 16

Identify three forms of competitive advantage a product could offer.

Accepted Answer

Marketers could choose to focu...

Question 17

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

Accepted Answer

A)  fragmented
B)  undifferentiated
C)  concentrated
D)  differentiated
E)  customizedF) A) and B)
G) A) and C)

Question 18

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) A) and B)

Question 19

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 20

A new marketing buzzword is metrosexual.What are some characteristics of a person who would be classified in this segment?

Accepted Answer

Metrosexual describes a man wh...

Exam 7: Segmentation,target Marketing,and Positioning

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

Correct AnswerverifiedShow Answer

How do marketing organizations benefit from cultural diversity?

Correct AnswerverifiedMarketing organizations that hire people...View AnswerShow Answer

Which of the following best defines demographics?

Correct AnswerverifiedShow Answer

The direct cause of market fragmentation is the large number of new technological products introduced annually.

Correct AnswerverifiedShow Answer

The supermarket sells boxes of pink diapers and blue diapers.This is an example of segmenting by ________.

Correct AnswerverifiedShow Answer

Identify three forms of competitive advantage a product could offer.

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

The division of buyers into groups based on lifestyle or personality characteristics is ________ segmentation.

Correct AnswerverifiedShow Answer

Identifying and targeting market segments that may be as small as just one individual is known as ________.

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

Why do marketers segment the market and use a target marketing strategy?

Correct AnswerverifiedMarketers divide heterogeneous markets i...View AnswerShow Answer

Which of the following is the narrowest strategy?

Correct AnswerverifiedShow Answer

Discuss the advantages and disadvantages of undifferentiated targeting,differentiated targeting,and concentrated targeting.

Correct AnswerverifiedAn undifferentiated targeting strategy i...View AnswerShow 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

Which of the following is the best example of the long tail approach to selling?

Correct AnswerverifiedShow Answer

African Americans,Hispanic Americans,and Asian Americans are all examples of ________ segments.

Correct AnswerverifiedShow Answer

According to the long tail approach to selling,________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A new marketing buzzword is metrosexual.What are some characteristics of a person who would be classified in this segment?

Correct AnswerverifiedMetrosexual describes a man wh...View AnswerShow Answer

Which of the following would most likely be used in the process of developing and implementing a positioning strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Marketing organizations that hire people...
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Marketers could choose to focu...
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XYZ Computers will have an opp...
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Marketers divide heterogeneous markets i...
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An undifferentiated targeting strategy i...
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Metrosexual describes a man wh...
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