Question 1

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom) ?

Accepted Answer

A)   occasion segmentation
B)   geographic segmentation
C)   lifestyle segmentation
D)   benefit segmentation
E)   loyalty segmentationF) B) and C)
G) A) and B)

Question 3

Segmentation,targeting,and positioning

Accepted Answer

A)   are terms that can be used interchangeably in developing marketing plans.
B)   are part of a firm's marketing strategy.
C)   should be done simultaneously so synergies can help streamline the effort.
D)   are part of the marketing plan but bear little direct relationship to the marketing mix.
E)   are optional elements of a marketing plan.F) A) and E)
G) A) and D)

Question 4

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Accepted Answer

Gender is ...

Question 5

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Accepted Answer

His ability to pursue each target segmen...

Question 6

One of the reasons marketers use loyalty segmentation is

Accepted Answer

A)   the high cost of finding new customers.
B)   government tax incentives.
C)   accounting difficulties associated with identifying new customers.
D)   rapid population increases.
E)   the failure of micromarketing as a workable strategy.F) B) and E)
G) A) and C)

Question 7

Create an example of geodemographic segmentation.

Accepted Answer

Answers will vary,bu...

Question 8

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

Accepted Answer

Answers will vary by the type of institu...

Question 9

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Accepted Answer

A)   the number of children needing day care in the immediate area
B)   the fixed costs of operating the center
C)   the percentage of parents in the area who can both afford to send their child or children to day care and who are willing to do so
D)   the average number of school-age children in families sending a child to the day care center
E)   the price she would charge minus the variable cost of providing service to each childF) None of the above
G) A) and E)

Question 10

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n) __________ strategy.

Accepted Answer

A)   concentrated targeting
B)   micromarketing
C)   benefit targeting
D)   differentiated targeting
E)   undifferentiated targetingF) A) and C)
G) B) and D)

Question 11

The first step in the STP process is to

Accepted Answer

A)   identify the segmentation methods to be used.
B)   produce a list of strengths and weaknesses of the firm's past marketing strategies.
C)   clearly articulate the firm's vision or marketing strategy objectives.
D)   select target markets.
E)   develop a marketing mix,so that an appropriate segment can later be identified.F) A) and C)
G) A) and B)

Question 12

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online résumés,and look for new jobs.Write a value proposition for LinkedIn.

Accepted Answer

The answer should be something like this...

Question 13

Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market.The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service.He charges $25 per mowing and on average customers mow their lawns 20 times a year.Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000.How much profit would Jared make on this new segment?

Accepted Answer

Segment profitability = (Segment size × ...

Question 14

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Accepted Answer

A)   categorize each market segment by consumer demographics.
B)   establish her overall objectives.
C)   decide on a targeting strategy.
D)   develop a positioning strategy.
E)   evaluate the attractiveness of each segment.F) A) and E)
G) A) and D)

Question 15

The first step in the STP process is to establish an overall strategy.

Accepted Answer

A) True 
 B)False

Question 16

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Accepted Answer

A)   visual images of how we should live our lives.
B)   our underlying motivations.
C)   how we live our lives to achieve our goals.
D)   motivations turned into perceptual maps.
E)   determined by demographics.F) A) and B)
G) B) and E)

Question 17

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment it might not get with Diet Coke.

Accepted Answer

A) True 
 B)False

Question 18

Overriding desires that drive how we live our lives are called

Accepted Answer

A)   self-values.
B)   self-concept.
C)   self-esteem.
D)   self-confidence.
E)   self-control.F) A) and D)
G) B) and D)

Question 19

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Accepted Answer

A)   it is based on underlying reasons why people make choices.
B)   it is easier to use than demographics.
C)   the travel business doesn't respond well to other approaches to segmentation.
D)   psychographics is the preferred method for service businesses.
E)   psychographic segmentation is the least expensive method.F) C) and D)
G) B) and D)

Question 20

Marketers often create a special marketing mix for loyalty segments because these segments are

Accepted Answer

A)   too large to service with ordinary targeting.
B)   difficult to identify.
C)   costly to acquire.
D)   generally profitable.
E)   constantly changing.F) A) and C)
G) B) and E)

Exam 9: Segmentation, Targeting, and Positioning

The first step in the STP process is to

Correct Answer
verified

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom) ?

Correct Answer
verified

Create an example of geodemographic segmentation.

Correct Answer
verified
Answers will vary,bu...
View Answer

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Correct Answer
verified
His ability to pursue each target segmen...
View Answer

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Correct Answer
verified
Gender is ...
View Answer

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Correct Answer
verified

Overriding desires that drive how we live our lives are called

Correct Answer
verified

Marketers often create a special marketing mix for loyalty segments because these segments are

Correct Answer
verified

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Correct Answer
verified

Correct Answer
verified
The answer should be something like this...
View Answer

The first step in the STP process is to establish an overall strategy.

Correct Answer
verified

Correct Answer
verified
Segment profitability = (Segment size × ...
View Answer

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct Answer
verified

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n) __________ strategy.

Correct Answer
verified

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment it might not get with Diet Coke.

Correct Answer
verified

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Correct Answer
verified

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Correct Answer
verified

Segmentation,targeting,and positioning

Correct Answer
verified

Correct Answer
verified
Answers will vary by the type of institu...
View Answer

One of the reasons marketers use loyalty segmentation is

Correct Answer
verified

Exam 9: Segmentation, Targeting, and Positioning

The first step in the STP process is to

Correct AnswerverifiedShow Answer

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom) ?

Correct AnswerverifiedShow Answer

Create an example of geodemographic segmentation.

Correct AnswerverifiedAnswers will vary,bu...View AnswerShow Answer

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

Correct AnswerverifiedHis ability to pursue each target segmen...View AnswerShow Answer

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

Correct AnswerverifiedGender is ...View AnswerShow Answer

If values provide an end goal,and self-concept is the way one sees oneself in the context of that goal,lifestyles are

Correct AnswerverifiedShow Answer

Overriding desires that drive how we live our lives are called

Correct AnswerverifiedShow Answer

Marketers often create a special marketing mix for loyalty segments because these segments are

Correct AnswerverifiedShow Answer

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe answer should be something like this...View AnswerShow Answer

The first step in the STP process is to establish an overall strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedSegment profitability = (Segment size × ...View AnswerShow Answer

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because

Correct AnswerverifiedShow Answer

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n) __________ strategy.

Correct AnswerverifiedShow Answer

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment it might not get with Diet Coke.

Correct AnswerverifiedShow Answer

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to

Correct AnswerverifiedShow Answer

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Correct AnswerverifiedShow Answer

Segmentation,targeting,and positioning

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary by the type of institu...View AnswerShow Answer

One of the reasons marketers use loyalty segmentation is

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Answers will vary,bu...
View Answer

Correct Answer
verified
His ability to pursue each target segmen...
View Answer

Correct Answer
verified
Gender is ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The answer should be something like this...
View Answer

Correct Answer
verified

Correct Answer
verified
Segment profitability = (Segment size × ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary by the type of institu...
View Answer

Correct Answer
verified