Question 1

There are a number of strategies that you can use to position your company's technology product in the mind of the consumer.You decide to focus your advertising campaign on the perception that your product is what the others aspire to be--the best.Which of the common categories for product positioning are you using to develop your marketing campaign?​
A)​application
B)​usage rate
C)​attributes
D)​product class
E)​product user

Accepted Answer

The answer of There are a number of strategies that...

Question 2

Marketers applying a positioning strategy want to:
A)make their product look as much like the market leader as possible.
B)emphasize a product's unique advantages and differentiate it from competitors' options.
C)identify the different product attributes desired by different market segments.
D)target only the loyal users of the product.

Accepted Answer

A positioning strategy aims to differentiate a product from its competitors by highlighting its unique strengths and advantages in order to appeal to a specific target audience. Option A is incorrect because copying the market leader would not differentiate the product from competitors. Option C is partially correct but doesn't address the importance of emphasizing unique advantages. Option D is incorrect because a positioning strategy aims to expand the product's reach beyond just loyal users.

Question 3

A television commercial shows several enthusiastic teens smiling widely and speaking in turn directly to the camera.Using the featured skincare product has changed their lives! It costs more than what you find in the corner drugstore,but it is worth every penny! After weeks of trying one product after another,embarrassed by acne breakouts and shy about socializing with others,now they have clear faces with a healthy-looking glow! What form of product-related segmentation has driven the development of this marketing campaign?​
A)​segmenting by geographic location
B)​segmenting by benefits sought
C)​segmenting by psychographics
D)​segmenting by brand loyalty
E)​segmenting by demographics

Accepted Answer

The marketing campaign is focused on the benefits sought by the target market, which is teenagers suffering from acne breakouts. The commercial highlights how the skincare product can help them achieve clear faces with a healthy-looking glow, addressing their specific need. This is an example of benefit segmentation, which targets consumers based on the benefits they seek from a product or service.

Question 4

While researching on the idea of opening his own health club,Tom learned that there are 11 million health club members in the United States,and 90 percent of them are between the ages of 18 and 49.They prefer to exercise with people of their own gender,and the majority of them are urban dwellers.During the process of market segmentation,this information is most likely to be used by Tom for:
A)observational analysis.
B)marketing research.
C)forecasting total market potential.
D)developing a market segment profile.

Accepted Answer

The information provided about health club members' age, gender preference, and urban residence is useful for developing a market segment profile. This information helps Tom understand the characteristics of his target market, which is essential for developing effective marketing strategies and services that cater to their specific needs and preferences. Option A is incorrect because observational analysis involves observing consumer behavior and is not relevant here. Option B is incorrect because marketing research typically involves gathering primary data from consumers, which may or may not be necessary at this stage. Option C is incorrect because forecasting total market potential involves estimating the overall demand for a product rather than segmenting the market based on specific characteristics.

Question 5

Sustainability has become an important value among individuals in the United States and some believe that man-made factors such as the increased use of diesel and gasoline in cars has led to global warming.Those worried about global warming and seeking ways to reduce their carbon footprint and have invested in products such as solar panels for their homes and electric or hybrid vehicles.What type of segmentation would be most appropriate for Toyota to utilize in marketing its Prius - a hybrid vehicle? ​
A)​psychographic
B)​demographic
C)​geographic
D)​benefit

Accepted Answer

Psychographic segmentation is appropriate as it focuses on the values, attitudes, and lifestyles of consumers, such as those concerned with sustainability and reducing their carbon footprint.

Question 6

Starbucks recently faced criticism for changing the way consumers could earn free food and beverage in its loyalty program.Originally,consumers could earn 1 star for each purchase - regardless of dollar value spent.However,the new program ties the star benefit to the dollar amount spent by a customer - rewarding those who spend more with more points.The Star program is frequently utilized by Starbucks to entice its members to return to the outlet.The company utilizes e-mail and in-app promotions to maintain an loyal following.What type of segmentation is Starbucks utilizing with its Star rewards program? ​
​
A)​product-related
B)​demographic
C)​geographic
D)​psychographic

Accepted Answer

Starbucks is using product-related segmentation by focusing on consumer behavior and spending patterns to reward customers based on their purchase amounts.

Question 7

The revised VALS framework categories consumers by characteristics that correlate with _____.
A)age
B)socioeconomic level
C)purchase behavior
D)gender

Accepted Answer

The revised VALS framework categories consumers by purchase behavior, specifically by identifying their primary motivations and resources. It looks at their tendency to buy based on factors such as innovation, status, and price sensitivity, rather than demographic or socioeconomic characteristics. Therefore, options A, B, and D are not completely accurate.

Question 8

Oscar Mayer,a maker of various meat products,introduced Lunchables,a product specifically aimed at children.This is an example of:
A)undifferentiated marketing.
B)differentiated marketing.
C)mass marketing.
D)micromarketing.

Accepted Answer

Lunchables is a product specifically aimed at children, which shows that Oscar Mayer has differentiated its marketing strategy to target a specific group of consumers.

Question 9

Market segmentation plays a very important role in developing a marketing strategy.Select the best definition of market segmentation from the choices below.​
A)​dividing the total available market into smaller, similar groups
B)​dividing the company profits for distribution among shareholders
C)​dividing the marketing budget that will be used in world markets and in the United States
D)​dividing the workload among marketing department employees
E)​dividing the total market into two distinct groups, the global market and the U.S. market

Accepted Answer

Market segmentation is the process of dividing the total available market into smaller, similar groups based on characteristics such as demographics, psychographics, behavior, and needs. This helps marketers tailor their marketing strategy to specific segments and meet their unique needs and preferences. The other choices are not relevant to the definition of market segmentation.

Question 10

You have just been promoted to vice president of marketing for your firm.Unlike your predecessor,you believe the firm can increase its sales in a market by focusing on more than one segment of the market.You recognize that doing this means your firm will incur higher production costs.Based on this information,which of the following targeting strategies are you advocating?​
A)​a concentrated targeting strategy
B)​an undifferentiated targeting strategy
C)​a broad-based targeting strategy
D)​a differentiated targeting strategy
E)​a heterogeneous targeting strategy

Accepted Answer

A differentiated targeting strategy involves targeting multiple segments of the market with different marketing mixes, which in this case would require the firm to increase their production costs to tailor their products or services to different segments. This approach allows the firm to reach a larger portion of the market and potentially increase sales, which aligns with the beliefs of the newly promoted vice president of marketing.

Question 11

In recent years,consumers have become increasingly concerned about the use of pesticide and other chemicals in the agricultural industry.Some are worried that the increased use of chemicals has led to higher incidences of disease such as cancer.Consumers who share these opinions will often purchase products labeled "organic" and "natural".Marketers who are utilizing these words on product packaging or in their promotions are implementing _______ segmentation.
A)​psychographic
B)​benefit
C)​geographic
D)​demographic

Accepted Answer

Psychographic segmentation is the process of dividing a market into different groups based on social class, lifestyle, personality traits, or values. Consumers who prioritize organic and natural products typically share similar values and lifestyles, making psychographic segmentation the best fit for marketers targeting this group. Demographic segmentation, on the other hand, involves dividing a market based on characteristics such as age, gender, or income. Geographic segmentation is based on location, while benefit segmentation focuses on the specific benefits a product or service provides.

Question 12

A _____ marketing strategy focuses on producing several products and pricing,promoting,and distributing them with several marketing mixes designed to satisfy smaller segments.
A)mass
B)differentiated
C)societal
D)demographic

Accepted Answer

A differentiated marketing strategy focuses on creating and offering different products or services to meet the needs of smaller, specialized target markets with specific pricing, promotion, and distribution strategies. This approach allows companies to cater to the unique needs and preferences of different customer segments while maximizing their sales and profits. In contrast, a mass marketing strategy targets a broad, undifferentiated market with a standardized marketing mix, while a societal marketing strategy focuses on promoting products that benefit society as a whole. Demographic marketing focuses on targeting specific demographics, such as age, gender, or income level, with customized marketing efforts.

Question 13

The lumber that a carpenter purchases to make a table for a customer can be classified as a(n):
A)impulse product.
B)business product.
C)consumer good.
D)final product.

Accepted Answer

The lumber purchased by a carpenter to make a table for a customer is a business product, as it will be used in the production process to make a final product, which is the table. It is not an impulse product, as it is a planned purchase for the specific purpose of fulfilling a customer's order. It is also not a consumer good, as it is not intended for the end consumer, but rather for the carpenter's use in production. Additionally, it is not a final product, as it is only one component of the finished table.

Question 14

The tagline used by Blue Jet cleaners,"Pay for Performance," is an example of a positioning strategy that is based on _____.
A)product homogeneity
B)product users
C)price/quality
D)competitors

Accepted Answer

The tagline "Pay for Performance" is emphasizing the quality of the service provided by Blue Jet cleaners and suggesting that customers pay a premium price for that quality. This is an example of the price/quality positioning strategy.

Question 15

The group born between 1968 and 1979,now generally in their early 30s to early 40s,often are referred to as _____.
A)Baby Boomers
B)teenagers
C)seniors
D)Generation X

Accepted Answer

The group born between 1968 and 1979 is generally referred to as Generation X, which is a demographic cohort following the Baby Boomers and preceding the Millennials.

Question 16

The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation.
A)values and lifestyles
B)business-to-business
C)psychographic
D)brand loyalty

Accepted Answer

The product-related segmentation described in the question is referring to consumers' loyalty to their preferred brands. Therefore, the correct answer is D, brand loyalty segmentation. A is incorrect because it refers to a different type of segmentation based on consumers' values and lifestyles. B is incorrect because it refers to segmentation based on businesses and not individual consumers. C is also incorrect because it refers to segmentation based on consumers' personality traits and psychographic characteristics.

Question 17

When firms identify the factors that affect consumers' purchase decisions and develop strategies and tactics to appeal to specific types or groups of customers,they are practicing market _________.
A)​segmentation
B)​differentiation
C)​complexity
D)​uniformity

Accepted Answer

Market segmentation is the process of dividing a market into smaller groups of consumers with similar needs or characteristics. This allows firms to tailor their marketing strategies to specific segments and appeal to their unique preferences and behavior patterns. Market differentiation, on the other hand, is the process of creating a unique value proposition and image for a brand or product that sets it apart from competitors. While both are important concepts in marketing, the question specifically refers to identifying factors that affect consumer purchase decisions, which is a key aspect of market segmentation.

Question 18

Cecile is an avid cook and enjoys spending time in the kitchen as well as watching shows on the Food Network.She recently remodeled her kitchen and purchased new appliances.Since she enjoys cooking so much,Cecile purchased a commercial range from a local restaurant supply store and it features double ovens and 12 burners.Her contractor had to make some modifications to enhance the safety of this stove for use in her home but no other changes were needed.What type of product is the stove in the context of this example?
A)​consumer
B)​business
C)​shopping
D)​convenience

Accepted Answer

The stove is a consumer product because it is used in a home setting.

Question 19

​Barnes and Noble ​encourages customers to pay $10 annually to become "members" in a loyalty program which rewards them by discounting their purchases.Barnes and Noble utilizes the membership program to analyze customer buying habits and routinely recommends books,magazines or other products which fit their purchasing profile.What type of marketing is Barnes and Nobles using?
A)​micromarketing
B)​undifferentiated marketing
C)​concentrated marketing
D)​differentiated marketing

Accepted Answer

Barnes and Noble is using micromarketing by analyzing customer buying habits and recommending products based on their individual purchasing profiles. The loyalty program also offers personalized discounts to incentivize customers to continue making purchases.

Question 20

A _____ is an urbanized county or set of counties with social and economic ties to nearby areas.
A)consolidated micropolitan statistical area
B)primary metropolitan statistical area
C)core based statistical area
D)consolidated metropolitan statistical area

Accepted Answer

The answer of A _____ is an urbanized county or...

Quiz 9: Market Segmentation, targeting, and Positioning

Marketers applying a positioning strategy want to:

The revised VALS framework categories consumers by characteristics that correlate with _____.

Oscar Mayer,a maker of various meat products,introduced Lunchables,a product specifically aimed at children.This is an example of:

Market segmentation plays a very important role in developing a marketing strategy.Select the best definition of market segmentation from the choices below.

A _____ marketing strategy focuses on producing several products and pricing,promoting,and distributing them with several marketing mixes designed to satisfy smaller segments.

The lumber that a carpenter purchases to make a table for a customer can be classified as a(n) :

The tagline used by Blue Jet cleaners,"Pay for Performance," is an example of a positioning strategy that is based on _____.

The group born between 1968 and 1979,now generally in their early 30s to early 40s,often are referred to as _____.

The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation.

When firms identify the factors that affect consumers' purchase decisions and develop strategies and tactics to appeal to specific types or groups of customers,they are practicing market _________.

A _____ is an urbanized county or set of counties with social and economic ties to nearby areas.