Question 1

Compared to qualifying dimensions, determining dimensions

Accepted Answer

A)   are more likely to be related to whether a customer will make a purchase in the product-market at all.
B)   help identify the "core benefits" offered to everyone in the product market.
C)   are usually much more specific.
D)   are relevant to including a customer type.
E)   None of these is true.F) A) and B)
G) C) and E)

Question 2

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Accepted Answer

A)   Looking for similarities rather than basic differences in needs.
B)   Naming a broad product-market of interest to the firm.
C)   Clustering people with similar needs into a "market segment."
D)   Determining an appropriate number of segments.
E)   Aggregating individual customers into market segments.F) B) and D)
G) A) and D)

Question 4

"Good" market segments are those which are:

Accepted Answer

A)   heterogeneous between.
B)   operational.
C)   substantial.
D)   homogeneous within.
E)   All of these choices are correct.F) A) and B)
G) B) and E)

Question 5

Positioning maps are based on:

Accepted Answer

A)   the actual objective characteristics of products.
B)   the opinions of the marketing managers.
C)   the potential places where a product may be sold and purchased.
D)   the prices of competing products.
E)   customers' perceptions of products.F) A) and B)
G) A) and C)

Question 6

In a generic market,

Accepted Answer

A)   diverse types of products may compete for customers.
B)   customers have broadly similar needs.
C)   there may be many ways to satisfy customers' needs.
D)   sellers may compete in different product-markets.
E)   All of these are correct for a generic market.F) A) and D)
G) A) and C)

Question 7

Combiners (as opposed to segmenters) :

Accepted Answer

A)   try to satisfy target customers "very well" rather than "pretty well."
B)   try to develop a different marketing mix for each submarket.
C)   want to avoid "inviting" competition.
D)   are not target marketers-they aim at everybody.
E)   try to increase the size of their target markets by combining two or more market segments.F) C) and E)
G) A) and C)

Question 8

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Accepted Answer

A) True 
 B)False

Question 9

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Accepted Answer

A) True 
 B)False

Question 10

Travel Magic Company wants to enter the hotel business. Its marketing managers are brainstorming ideas about why customers go to different hotels and then writing down customer requirements. At this point, Travel Magic is engaging in which step of the seven-step approach for segmenting product-markets?

Accepted Answer

A)   Selecting the broad product-market
B)   Identifying potential customers' needs
C)   Forming homogeneous submarkets
D)   Identifying the determining dimensions
E)   Estimating size of each product-market segmentF) A) and D)
G) B) and E)

Question 11

A qualifying dimension for people who consider purchasing a pill for pain relief:

Accepted Answer

A)   the region of the country in which they live.
B)   income level.
C)   physiological need.
D)   ethnicity.
E)   occupation.F) A) and B)
G) A) and C)

Question 12

When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using?

Accepted Answer

A)   Multiple
B)   Single
C)   Combined
D)   Generic
E)   ClusteringF) B) and D)
G) B) and E)

Question 13

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

Accepted Answer

A)   Kind of relationship.
B)   Demographics.
C)   Type of customer.
D)   How customer will use product.
E)   Purchasing methods.F) B) and E)
G) A) and C)

Question 14

Which of the following statements about market segmentation is NOT true?

Accepted Answer

A)   It starts by segmenting broad product-markets.
B)   It involves naming broad product-markets.
C)   A market grid with submarkets can be a visual aid to market segmentation.
D)   It segments broad product-markets in order to develop suitable marketing mixes.
E)   First-time market segmentation efforts often fail.F) B) and D)
G) B) and C)

Question 15

Behavioral (as opposed to demographic)  segmenting dimensions include:

Accepted Answer

A)   family life cycle.
B)   geographic location.
C)   education.
D)   social class.
E)   purchase relationship.F) C) and D)
G) B) and E)

Question 16

The clustering techniques that can be used in segmenting:

Accepted Answer

A)   eliminate the need for management intuition and judgment.
B)   group people together into heterogeneous product-market segments.
C)   try to find similar patterns within sets of data.
D)   allow managers to ignore segmenting dimensions.
E)   None of these is true.F) B) and D)
G) B) and E)

Question 17

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Accepted Answer

A)   mass marketing
B)   multiple target market
C)   combined target market
D)   single target market
E)   None of these approaches is correct.F) D) and E)
G) A) and D)

Question 18

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Accepted Answer

A)   The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables.
B)   The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
C)   The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables.
D)   All of these criteria would be useful.E) C) and D)
F) B) and D)

Question 19

The seven-step approach encourages the use of a market grid (a rectangle with boxes inside) to represent smaller, more homogeneous submarkets.

Accepted Answer

A) True 
 B)False

Question 20

Target market dimensions should influence all the following strategy decisions except:

Accepted Answer

A)   what product features and assortments will be offered.
B)   what prices should be set.
C)   where products will be available for purchase.
D)   which types of advertising and promotion to be utilized.
E)   which industry a firm should choose.F) C) and D)
G) D) and E)

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using?

Correct Answer
verified

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

Correct Answer
verified

Behavioral (as opposed to demographic) segmenting dimensions include:

Correct Answer
verified

"Good" market segments are those which are:

Correct Answer
verified

The clustering techniques that can be used in segmenting:

Correct Answer
verified

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Correct Answer
verified

The seven-step approach encourages the use of a market grid (a rectangle with boxes inside) to represent smaller, more homogeneous submarkets.

Correct Answer
verified

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Correct Answer
verified

A qualifying dimension for people who consider purchasing a pill for pain relief:

Correct Answer
verified

Positioning maps are based on:

Correct Answer
verified

Combiners (as opposed to segmenters) :

Correct Answer
verified

Compared to qualifying dimensions, determining dimensions

Correct Answer
verified

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Correct Answer
verified

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Correct Answer
verified

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Correct Answer
verified

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Correct Answer
verified

Which of the following statements about market segmentation is NOT true?

Correct Answer
verified

In a generic market,

Correct Answer
verified

Target market dimensions should influence all the following strategy decisions except:

Correct Answer
verified

Correct Answer
verified

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using?

Correct AnswerverifiedShow Answer

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

Correct AnswerverifiedShow Answer

Behavioral (as opposed to demographic) segmenting dimensions include:

Correct AnswerverifiedShow Answer

"Good" market segments are those which are:

Correct AnswerverifiedShow Answer

The clustering techniques that can be used in segmenting:

Correct AnswerverifiedShow Answer

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Correct AnswerverifiedShow Answer

The seven-step approach encourages the use of a market grid (a rectangle with boxes inside) to represent smaller, more homogeneous submarkets.

Correct AnswerverifiedShow Answer

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Correct AnswerverifiedShow Answer

A qualifying dimension for people who consider purchasing a pill for pain relief:

Correct AnswerverifiedShow Answer

Positioning maps are based on:

Correct AnswerverifiedShow Answer

Combiners (as opposed to segmenters) :

Correct AnswerverifiedShow Answer

Compared to qualifying dimensions, determining dimensions

Correct AnswerverifiedShow Answer

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Correct AnswerverifiedShow Answer

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Correct AnswerverifiedShow Answer

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Correct AnswerverifiedShow Answer

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Correct AnswerverifiedShow Answer

Which of the following statements about market segmentation is NOT true?

Correct AnswerverifiedShow Answer

In a generic market,

Correct AnswerverifiedShow Answer

Target market dimensions should influence all the following strategy decisions except:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow 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

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

Correct Answer
verified

Correct Answer
verified