Question 1

Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at the Bay and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.Which segmentation did the marketing research reveal could be used to identify the biggest fans of professional wrestling?

Accepted Answer

Age is a demographic variable for segmentation.

Question 2

Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at the Bay and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.Since the WWE must use different methods to reach its three largest target markets,what must it use?

Accepted Answer

A firm that chooses to serve two or more well-defined market segments and develops distinct marketing mixes for each is practising multisegment targeting.

Question 3

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Segmenting a market based on the fact that people who enjoy hunting typically exhibit a particular lifestyle is an illustration of which type of segmentation?

Accepted Answer

Psychographic segmentation is based on lifestyle as well as personality and motive.

Question 4

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.In deciding to target the environmentally conscious traveller,BWTC had to be sure that this group would react to its marketing mix differently from other groups.If so,which criterion would the group meet?

Accepted Answer

The environmentally conscious traveller group would meet the criterion of responsiveness, as they are likely to respond positively to BWTC's marketing mix that emphasizes eco-friendly practices and contributions to environmental causes.

Question 5

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.Because BWTC has chosen to concentrate its efforts on environmentally conscious travelers,it can be said to have done which of the following?

Accepted Answer

BWTC is using a concentrated targeting strategy.

Question 6

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.What kind of strategy does Neil Cost use to select his target market?

Accepted Answer

Cost targets one segment in the market.

Question 7

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.BWTC's design of travel packages that appeal to people who like hiking and camping and packages that appeal to those who like resorts would indicate the company is using which type of base?

Accepted Answer

The design of travel packages that appeal to people who like hiking and camping (adventurous travelers) and packages that appeal to those who like resorts (luxury travelers) indicate that BWTC is using psychographic segmentation, which involves dividing a market into different groups based on their lifestyle, personality, values, and attitudes. BWTC is targeting environmentally conscious travelers who are interested in adventure travel and eco-friendly accommodations, and therefore, is tailoring its offerings to meet the needs and preferences of this specific group.

Question 8

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

Accepted Answer

Geography, psychographics, and benefits sought are commonly used segmentation variables in marketing to divide consumers into more specific target groups.

Question 9

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.What is BWTC's donation to organizations that seek to reduce the use of fossil fuel a strategy for?

Accepted Answer

Its donations will differentiate BWTC's service from the service offered by AAA and CAA.

Question 10

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,which type of strategy has Primos implemented?

Accepted Answer

Product differentiation is used to distinguish one company's products from another's.

Question 11

A segmentation plan must produce segments that exhibit responsiveness.In other words,if all customers are equally concerned about protecting the environment,there is no need to offer regular and all-natural versions to the segment.

Accepted Answer

The answer of A segmentation plan must produce segments that...

Question 12

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.Environmentally conscious travellers are best classified as which of the following for BWTC?

Accepted Answer

A group of individuals sharing one or more characteristics that cause them to have relatively similar product needs is called a market segment.

Question 13

Canadian paint manufacturers traditionally use different formulae for developing paint to be used in the rainy west coast,the frigid north,and the dry prairies.This is an example of how demographic segmentation is used.

Accepted Answer

Regional marketing is an example of using geographic segmentation variables.

Question 14

Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at the Bay and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.How can the groups identified above as strong wrestling fans be described?

Accepted Answer

A group of individuals sharing one or more characteristics that cause them to have relatively similar product needs is called a market segment.

Question 15

Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at the Bay and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks.
-Refer to Wrestling Merchandise.Prior to the 1990s,professional wrestling tried to compete as a legitimate sport just like football and baseball.Now it uses the term "sports entertainment" when talking about what it is marketing to its fans.Which type of strategy is being implemented?

Accepted Answer

Repositioning is the changing of consumers' perceptions in relation to the competition.

Question 16

A market segment is deemed to have substantiality if it contains a large number of potential customers.

Accepted Answer

Substantiality of a segment refers to a segment being large enough to warrant developing and maintaining a special marketing mix.This does not necessarily require large numbers of potential customers.

Question 17

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.What base has BWTC selected for its positioning strategy?

Accepted Answer

BWTC wants consumers to associate the organization with saving the environment (a benefit).

Question 18

AkPharm,Inc.has developed Cat-Sip,a lactose-free milk designed to be digestible by cats.The market for this product is cats.

Accepted Answer

Animals are not able to make purchases and,therefore,cannot be called a market although the animals' owners constitute a market.

Question 19

Global Travel Agency is a small business that creates personalized vacations for its customers and is now in the process of identifying groups of travellers who have relatively similar vacation dreams.The business is engaged in the process of market segmentation.

Accepted Answer

The statement describes the process of market segmentation, which involves identifying groups of customers with similar needs and wants. Therefore, the statement is true.

Question 20

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices).
-Refer to Better World Travellers Club.BWTC's appeal to those who want to help preserve the environment indicates the company is using which type of base?

Accepted Answer

Its target market is expected to use the product because it benefits the environment.

Quiz 7: Segmenting, targeting, and Positioning