Deck 6: Segmentation, target Marketing, Positioning, and CRM

Question 1

McDonald's fell victim to confused positioning with too many new products in the 1990s so that customers lost track of what the core brand was.

Answer 1

True
Explanation: Confused positioning occurs when frequent changes and contradictory messages confuse consumers regarding the positioning of the brand. McDonald's found itself the victim of confused positioning as it moved out of the 1990s. It had tried (and failed) at so many diverse new product launches in the restaurants that many customers lost track of what the core of the brand was.

Question 2

In general,B2B segmentation is more straightforward than B2C segmentation.

Answer 2

True
Explanation: In some ways, business market segmentation is more straightforward than that of consumer markets. This is partly because there is often a more defined universe of potential customers.

Question 3

Generation Y,people born between 1965 and 1977,tend to be pragmatic,optimistic,good team players,savvy,and edgy in nature.

Answer 3

True

Question 4

Customer satisfaction and customer loyalty,two metrics used by brand managers,are metrics used in CRM.

Question 5

For many marketing managers,segmentation by benefit sought is the best place to start the process of market segmentation.

Question 6

Family life cycle has declined in importance as a technique to segment the market as a result of so many people living in untraditional families.

Question 7

One of the easiest,most straightforward methods of segmentation is demographic.

Question 8

When a company decides its positioning strategy,it is impossible to overposition it against competition.

Question 9

A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition.This helps it understand if it needs to either change pricing strategy or quality standards.

Question 10

Dell customers were eager to grab its new products such as TVs.

Question 11

The sequential steps to successful segmentation are _________________.

A)Positioning, targeting, and segmenting
B)Research, fulfillment analysis, and churn rate
C)Segmenting, targeting, and positioning
D)Need identification, qualitative research, and positioning
E)Consumer analysis, content analysis, and segmenting

Question 12

ChristianMingle,the Christian online dating service,uses an undifferentiated target marketing approach.

Question 13

It is possible today to calculate the total financial return for each customer that we expected to be earned over the length of the customer relationship.

Question 14

CRM software is best selected for purchase by the Information Technology department since the "techies" will need to maintain it and better understand the required functions.

Question 15

The largest generation is the Millennial Generation.Members of this group were born after 1994 and are characterized by being heavily Hispanic,African-American,and Asian.

Question 16

STP stands for segmentation,targeting,and positioning.

Question 17

If a firm chooses more than one segment to attack,it should approach them sequentially,not all at the same time.

Question 18

Occupation segmentation is very closely related to income segmentation,although the two are not perfectly correlated.

Question 19

A niche strategy is the same as Porter's focus strategy or concentrated target marketing.

Question 20

Marketing planning is the first phase of the CRM process cycle.

Question 21

When Target sells winter coats,it sends them to stores at different times of the year.This is an example of _______.

A)Demographic segmentation
B)Climate segmentation
C)Geographic biases
D)Lack of winter in the South
E)Climate change

Question 22

When Walter,the brand manager for a consumer packaged good,says that a segment has sufficient size,he means _________.

A)The market has a large enough television audience to be worth considering
B)The market is reachable
C)The market has an expected return on investment that is positive
D)The market has many customers in it
E)The market is homogeneous

Question 23

Age is a commonly used method of segmentation.Age alone,however,may be dangerous because _________.

A)Lumping older or younger customers together in one group may not truly reflect the market
B)Family life cycle may be a better method
C)Sometimes marketers miss a less-than-obvious segment based on assumptions instead of research
D)Chronological age and attitudinal age may be different
E)All of these

Question 24

Segmenting means _________.

A)Identifying the market into meaningful smaller markets based upon common characteristics
B)Selecting the markets to attack in the marketplace
C)Selecting a corporate position to communicate to potential customers
D)Identifying and calculating the churn rate in different markets
E)None of these

Question 25

Differentiation is a concept that means _______.

A)Consumers like a variety of things
B)Each age segment views products exactly the same
C)Products need to appear to be different from one another to be successful in the marketplace
D)Communicating and delivering value in different ways to different customer groups
E)All of these

Question 26

Approaches to geographic segmentation include all except _____.

A)Region
B)Density of population
C)Size of population
D)Sensitivity of population
E)Climate

Question 27

The region,the density of the population,and the size of the population are terms for techniques to use in ________.

A)Positioning
B)Differentiation
C)Democratic segmentation
D)Population parameter estimation
E)Geographic segmentation

Question 28

Target marketing is the process by which __________.

A)The market is divided into cohesive groups
B)The company evaluates segments and decides which ones have the most potential for development
C)The company chooses which advertising strategy to use
D)Groups are evaluated on the basis of high or low churn to see which is the most profitable
E)The company collects cookies to track everyone who visits its website

Question 29

Demographic segmentation is one of the most popular segmentation approaches because _________.

A)It is readily measurable
B)Customer needs and wants tend to vary with some degree of regularity based on demographic differences
C)It uses the easily identifiable characteristics of human populations such as age or income
D)It is easy to measure the variables like age or income
E)All of these

Question 30

The concept of being able to get either secondary and/or primary data on a market being considered for segmentation means _______.

A)Differentiation
B)Targeting
C)The market is accessible to media
D)The market is readily identifiable and can be measured
E)The market is primed to be attacked by media

Question 31

There are conditions necessary that a market needs to be able to segment properly.The item below that is not necessary is _______.

A)Market has to be measurable
B)Market has to be bigger than 10,000 people
C)Market has to be responsive to communications
D)Market has to be reachable via supply chain
E)Market has to be reachable with communications

Question 32

Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.

A)The cost of the product and the quality
B)The way the 4Ps work with one another
C)The customer's needs and wants and what the product has to offer
D)The product and advertising
E)The salesperson and the customer at a personal level

Question 33

Marketers use geographic segmentation because ____________________.

A)People are different based on where they live
B)Geography determines one's likes and dislikes
C)Consumers respond differently to marketing strategies and programs based on where they live
D)The East Coast, West Coast, and Midwest are the most important market segments based on size
E)It is the most important way to segment markets

Question 34

Geographic segmentation is a useful but ________

A)Necessary criterion in all segmentation schemes
B)Insufficient criterion in and of itself
C)Overlooked method by many marketers
D)Unnecessary method in P2P marketing
E)All of these

Question 35

Demographic segmentation is best described as _______.

A)Using characteristics of human populations to segment the market
B)Using characteristics of geography to segment the market
C)Using characteristics of lifestyle to segment the market
D)Using characteristics of virtual communities to segment the market
E)All of these

Question 36

When it is said that a market can be reached,it means that _______.

A)The market can be reached by transportation
B)The market can be reached by language
C)The market can be reached by technology
D)The market can be reached by communication
E)All of these

Question 37

An advergame is a video game that _______.

A)Has an advertiser inserted into the game
B)Has sponsors of the game on the cover of the game but not in the game itself
C)Has been specifically designed to promote a brand
D)Has been advertised on television with good results
E)None of these

Question 38

Having a product whose value proposition is a well-kept secret ________.

A)Is a good idea
B)Is not a good thing in marketing
C)Is a concept that uses subliminal messages
D)Is a superior concept used in targeting
E)Is a well-accepted idea in market segmentation

Question 39

Sociologists look for defining events such as wars,major economic upheaval,and social cultural revolution to create _________.

A)Social movements
B)Marketing opportunities
C)Generational groups for segmentation purposes
D)New product ideas
E)None of these

Question 40

Some companies,like insurance and credit card,would like to target recent high school graduates as a segment but find them hard to capture.This is an example of a market lacking one of the criteria for segmentation called _______.

A)Reachable-the ability to reach the segment in terms of communication
B)Responsiveness-the feeling that the market will buy more if targeted
C)Sufficient size-the size of the market is large enough to be worth considering
D)Measurable-information can be obtained about the market
E)None of these

Question 41

Occupational segmentation recognizes that _________.

A)Workplace peers are a strong reference group that influence purchasing decisions
B)What kind of products you buy may be related to the kind of job you have
C)The Bureau of Census gives you good ideas on occupational segments
D)There may be needs and wants demonstrated by consumers based on the job they have
E)All of these.

Question 42

Serenity was born in 1970.Her parents met at the famous Woodstock music festival.She is a member of _____________.

A)The baby boomer generation
B)The GI generation
C)The silent generation
D)Generation X
E)the Millennial generation

Question 43

Baby boomers represent a huge segment of the population.There is some evidence that they,in their own minds,do not think they age.This is an example of _______.

A)Lack of aging
B)Age discrimination
C)Ethical dilemmas in segmentation through the calling of baby boomers older
D)Difference between chronological age and attitudinal age
E)Aging diagnostics of different groups of people

Question 44

Most Hispanics in the United States live in __________________.

A)New York state
B)Texas
C)California
D)Washington state
E)Washington,D.C.

Question 45

Family life cycle segmentation factors include all but ____________.

A)Income
B)Age
C)Marital status
D)Number of children
E)Cohabitation

Question 46

Social class has declined as a method of segmentation as a result of ______.

A)Higher education rates in the United States
B)Readily available credit flattening the classes
C)The increase in minority consumers
D)Stores appealing to everyone
E)None of these

Question 47

___________ would not be a good product for using gender segmentation.

A)Underwear
B)Perfume
C)Toothpaste
D)Cigars
E)Pregnancy tests

Question 48

The razor is an example of a product that appeals to both men and women but reveals that ___________.

A)The same product class cannot be used to attack different gender markets
B)By slightly altering a product you can attack different gender markets
C)There are different needs and wants for the same product category based on gender
D)Women are always different than men
E)Both by slightly altering a product you can attack different gender markets and there are different needs and wants for the same product category based on gender

Question 49

Income segmentation is a commonly used segmentation technique.It has some problems,however,such as ___________.

A)It is difficult to collect quality marketing research on income due to people purposely misstating or refusing to reveal their income
B)It is too simple to use
C)It correlates with occupation so it is difficult to know which is better
D)It is time-consuming to study consumers' buying habits based on their income
E)None of these

Question 50

At one time,specialized companies catered to markets segmented by race.Today ______.

A)The segments are indistinguishable
B)The segments have declined in size
C)The segments have become targets of mainstream businesses that offer specialized products
D)The segments all buy the same products
E)The segments lack differentiation

Question 51

The ____________ race and ethnicity market segment is not growing at a fast rate.

A)African-American
B)Hispanic
C)Asian-American
D)Caucasian
E)Catholic

Question 52

Apple Cora Anderson was born in 2001.She is a member of __________.

A)The baby boomer generation
B)The GI generation
C)The silent generation
D)Generation X
E)The Millennial generation or Generation Z

Question 53

Most Asians in the United States live in __________________.

A)New York state
B)Oregon
C)California
D)Washington state
E)Washington,D.C.

Question 54

Offering credit cards to high school seniors is an example of ________ segmentation.

A)Income
B)Occupation
C)Education
D)Lifestyle
E)All of these

Question 55

Generation X is often referred to as the ________.

A)Spoiled generation
B)Nonconsumption generation
C)Millennial generation
D)Baby bust generation
E)None of these

Question 56

Social class as a segmentation tool takes into account _______.

A)Income
B)Education
C)Occupation
D)None of these
E)A, B, and C

Question 57

______________ have a minority-majority population.

A)Georgia, Florida, Texas, New York, and Louisiana
B)Hawaii, District of Columbia, California, New Mexico, and Texas
C)California, Florida, Texas, District of Columbia, and New York
D)California, Texas, Alabama, Rhode Island, and Alaska
E)Vermont, North Carolina, Illinois, Montana, and Washington state

Question 58

Among the generations used for segmentation,one stands out as the largest and most affluent of all the generations.This generation is known as ______.

A)Millennial generation
B)Generation X
C)Generation Y
D)Lost generation
E)Baby boomer generation

Question 59

_____________ are the largest minority group with a total population of ______.

A)Hispanics, 50 million
B)African-Americans, 60 million
C)Hispanics, 28 million
D)Asians, 40 million
E)African-Americans, 50 million

Question 60

There are many variables in demographic segmentation,but _____________ is the most accurate statement about demographic segmentation.

A)Income, education, and occupation are very closely correlated
B)Income is the most important variable to know about someone
C)Age is usually not a factor in segmentation
D)The youth culture is the most important segmentation variable
E)It is easy to segment the middle strata using social class segmentation

Question 61

A marketing manager using PRIZM is interested in ____________ segmentation.

A)Geographic
B)Psychographic
C)Geodemographic
D)Occasion
E)Benefits sought

Question 62

Firms considering their positioning statements frequently use perceptual maps.The simplest of these maps rank the firm on ____________ dimensions.

A)One
B)Two
C)Three
D)Four
E)Five

Question 63

The benefit sought method of segmentation focuses on ______.

A)The different benefits consumers seek
B)The product features
C)The service offerings
D)The positioning of the benefits
E)The location of the store

Question 64

Ads with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.

A)Benefits sought
B)Lifestyle
C)Psychographic
D)Usage
E)Geographic

Question 65

In analyzing the attractiveness of market segments,____________ is not one of the most important variables.

A)Segment size
B)Segment potential
C)Strategic fit with the firm's goals
D)Location of the segment
E)Competitive forces related to the segment

Question 66

Companies sometimes pick a one-market strategy.This segmentation approach is called ________.

A)Mass approach
B)Undifferentiated target marketing
C)Differentiated strategy
D)Low-cost approach
E)Efficiency marketing

Question 67

Positioning is not what the company does to the product but what the company does to ______________________.

A)The mind of the customer
B)The supply chain
C)The competition
D)Advertising
E)Sales promotion

Question 68

Positioning strategy is a process that often starts with ______.

A)Focus groups
B)Surveys of customers
C)Perceptual maps
D)Panel research data
E)None of these

Question 69

A personnel leadership position implies that a company ________.

A)Has employees who are more talented than the competition
B)Has the lowest-cost employees
C)Has the highest-cost benefit package
D)Has the intent to hire employees already trained
E)Has systems to monitor employee benefits

Question 70

Concentrated target marketing is often used by ________.

A)Large companies to dominate a market
B)Start-up firms to enter a market as a focus player
C)All firms
D)Virtual firms that use Internet marketing
E)Michael Porter in a consulting capacity

Question 71

_______ segmentation focuses on why people buy what they buy.

A)Benefits sought
B)Usage rate
C)Demographic
D)Social class
E)Occasion

Question 72

Primary markets differ from secondary and tertiary markets by _______.

A)The expected level of ROI derived from the market
B)The difficulty of attacking the market
C)The consumers' ability to buy multiple units
D)The advertising effort needed for the market
E)All of these

Question 73

Differentiated target marketing means ______.

A)Different prices to different markets
B)The same value offering to every market segment
C)Different value offerings for different target markets
D)Using the push and pull strategy to differentiate markets
E)None of these

Question 74

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ____________ marketing.

A)Concentrated target marketing
B)One-to-one marketing
C)Differentiated marketing
D)Undifferentiated marketing
E)Shotgun marketing

Question 75

Differentiation strategy implies that a company is able to compete on a basis that is ________.

A)The same as competition
B)Unique and where customers are willing to pay a premium
C)A leadership price position
D)Driven by customer contact
E)Derived product demand

Question 76

Every zip code in the United States falls into profiles provided by Nielsen's Claritas in its database called _________.

A)GEO-FIX
B)PRIZM
C)AIO
D)VALS
E)Psychovision

Question 77

VALS,a form of segmentation based on values and lifestyles,allows marketers to _________.

A)Better communicate with consumers
B)Understand consumers' level of resources and motivation
C)Connect to consumers either with their ideals, achievement, or self-expression
D)View eight groups of consumers
E)All of these

Question 78

A marketing manager using VALS is interested in ____________ segmentation.

A)Geographic
B)Psychographic
C)Geodemographic
D)Occasion
E)Benefits sought

Question 79

AIOs are one way to measure consumer variables using the psychographic segmentation approach.AIO stands for _______.

A)Attraction, intellect, and opinions
B)Activities, interests, and opinions
C)Attention, interests, and offerings
D)Activities, intellect, and offerings
E)Advertising, innovation, and occupation

Question 80

Companies often try to draw the attributes necessary to position a firm.The process of drawing two attributes at a time to visualize the market is called ________.

A)Virtual mapping
B)Perception training
C)Visual mapping
D)Perceptual mapping
E)Flow charting