Question 1

A food processor considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good tasting, nutritious children's snacks. The firm is apparently
A) relying on cluster analysis techniques.
B) using a multiple target market approach.
C) using a single target market approach.
D) using a combined target market approach.
E) ignoring the criteria that good market segments should be operational.

Accepted Answer

The firm is focusing on developing a product specifically designed for one segment, the nutrition-conscious parents, indicating a single target market approach.

Question 2

Target marketers who are "segmenters":
A) increase the size of their target markets by combining two or more segments.
B) use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences.
C) believe that one marketing mix works well enough with multiple submarkets, even though the target groups have some distinct differences.
D) use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together.
E) are called mass marketers.

Accepted Answer

Segmenters focus on tailoring their marketing mix to fit the specific needs of an individual market segment, rather than trying to appeal to a broader audience by combining segments or using a one-size-fits-all approach.

Question 3

A target marketer who uses a single marketing mix strategy to appeal to both office tablet computer users and home tablet computer users is applying:
A) the broad market approach.
B) the single target market approach.
C) the multiple target market approach.
D) the combined target market approach.
E) the generic market approach.

Accepted Answer

The combined target market approach involves using a single marketing mix to appeal to two or more well-defined market segments, in this case, both office and home tablet computer users. This strategy combines elements of both segments to reach a broader audience with one unified approach.

Question 4

Target marketers create marketing mixes for:
A) all customer needs.
B) some generic market.
C) multiple generic markets.
D) one broad product market.
E) homogeneous product-market segments.

Accepted Answer

Target marketers create marketing mixes for homogeneous product-market segments, which are groups of customers with similar needs and characteristics. By focusing on these specific segments, marketers can tailor their products, pricing, promotion, and distribution strategies to meet the unique needs and preferences of each group. This approach is more effective than trying to appeal to all customer needs or some generic market because it allows for more precise targeting and messaging.

Question 5

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls, which target market approach is it using?
A) Single
B) Generic
C) Combined
D) Clustering
E) Multiple

Accepted Answer

The firm is using the multiple target market approach because it is developing different marketing mixes for two distinct segments - teenage boys and teenage girls.

Question 6

Which of the following criteria should a marketing manager use when segmenting a broad product-market?
A) The segments should be operational-i.e., only quantitative dimensions are useful.
B) The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
C) The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
D) The market segments should be substantial-i.e., big enough to minimize the firm's costs.
E) All of these criteria would be useful.

Accepted Answer

The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables to ensure that each segment responds differently, allowing for targeted marketing strategies.

Question 7

Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ____ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.
A) particular target market
B) multiple target market
C) combined target market
D) product-market target market
E) specialty targeting

Accepted Answer

The correct approach is called a "combined target market" approach, where two or more segments are combined into one larger target market to be addressed with a single marketing mix. This strategy simplifies marketing efforts and can be more cost-effective while still addressing the needs of a broader audience.

Question 8

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

Accepted Answer

Each of the criteria listed is important for effective market segmentation. A) emphasizes the need for segments to be both substantial and operational, ensuring that they are large enough to be profitable and can be effectively targeted. B) highlights the importance of homogeneity within segments, meaning that customers within a segment should have similar needs and responses to the marketing mix. C) underscores the need for heterogeneity between segments, ensuring that each segment is distinct from others in terms of needs and responses. Together, these criteria ensure that segments are effectively defined, targeted, and served.

Question 9

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?
A) Multiple.
B) Single.
C) Exclusive.
D) Combined.
E) All of these are target marketing approaches.

Accepted Answer

Multiple, Single, and Combined are all target marketing approaches for developing market-oriented strategies in a broad product-market. Exclusive is not a target marketing approach.

Question 10

Which of the following segmenting dimensions probably would be LEAST LIKELY to result in segments that would meet the criteria that product-market segments should be "operational?"
A) Geographic region.
B) Personality.
C) Family size.
D) Age.
E) Income level.

Accepted Answer

Personality is a difficult dimension to operationalize and measure consistently. It is more subjective and difficult to apply in marketing strategies compared to other dimensions such as geographic region or income level.

Question 11

Saying that a "good" product-market segment should be substantial means
A) that the company does not have to worry about substantial competition for a long time.
B) that people should have substantially different reactions to marketing mix variables.
C) it should be large enough to be profitable.
D) that people in different market segments should be as different as possible.
E) None of these choices is correct.

Accepted Answer

A substantial product-market segment should be large enough to generate significant revenue and profits for the company.

Question 12

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

Accepted Answer

Jazzy Tile Co. is following the multiple target market approach, as it is targeting two different segments with a different marketing mix. In contrast, mass marketing involves offering the same product or service to all customers, combined target market involves combining multiple segments and offering them the same marketing mix, and single target market involves targeting only one specific segment.

Question 13

Saying that a good market segment should be "heterogeneous between" means:
A) That the consumers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
B) That the consumers in a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
C) That the consumers in different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
D) That the consumers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
E) That the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables.

Accepted Answer

The phrase "heterogeneous between" refers to the idea that different market segments should be distinct from each other in terms of how consumers respond to marketing strategies and segmentation criteria, ensuring clear differentiation between segments.

Question 14

When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using?
A) Multiple
B) Single
C) Combined
D) Generic
E) Clustering

Accepted Answer

Procter and Gamble is using a multiple target market approach by offering both Pantene and Vidal Sassoon shampoos to cater to different segments of the market. Pantene targets customers looking for everyday affordable hair care solutions, while Vidal Sassoon targets customers looking for premium quality hair care products. By offering both brands, Procter and Gamble can cater to a wider range of customers with different needs and preferences.

Question 15

Gina Williams wanted to start a decorating business. She identified several possible target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following:
A) A multiple target market approach.
B) A single target market approach.
C) A combined target market approach.
D) A mass marketing approach.
E) None of these approaches is correct.

Accepted Answer

Gina Williams is following a single target market approach by specifically targeting recently married couples who own their first home.

Question 16

Electro Technologies, Inc. (ETI) has limited capital and wants to reduce the risk of competitors taking customers if it invests in a new product-market. Its broad product-market consists of three reasonably distinct submarkets. To identify a target market, ETI should probably focus on using the __________ approach.
A) combined target market
B) mass marketing
C) multiple target market
D) single target market
E) None of these is a good choice for Electro Technologies.

Accepted Answer

The best choice for ETI would be to use the single target market approach, which involves selecting one specific submarket to focus on. This approach allows ETI to allocate its limited resources more effectively and reduces the risk of competitors taking customers. By focusing on one submarket, ETI can tailor its product and marketing efforts to meet the specific needs and preferences of that market. This approach may also allow ETI to establish a strong foothold in a specific market before expanding to others.

Question 17

A large firm with ample resources wants to minimize the risk of "inviting" competitors to "chip away" at its target market(s). It has segmented its broad product-market and identified several homogeneous submarkets-each of which is large enough to offer attractive sales and profit potential. Which of the following approaches should the firm use?
A) Multiple target market approach
B) Mass marketing approach
C) Combined target market approach
D) Single target market approach
E) None of these approaches is correct.

Accepted Answer

CThe multiple target market approach and the combined target market approach are both suitable for a large firm with ample resources that wants to minimize the risk of competitors entering its market. By targeting several homogeneous submarkets individually (multiple target market approach) or combining them into a larger, but still segmented, target market (combined target market approach), the firm can tailor its offerings to meet the specific needs of different customer segments, making it harder for competitors to find gaps in the market to exploit.

Question 18

A market-oriented strategy planner applies the ______________ target market approach.
A) combined
B) multiple
C) single
D) Any of these could be true.

Accepted Answer

Market-oriented strategy planners may apply a combined, multiple, or single target market approach depending on the specific strategy and objectives of the business.

Question 19

If a company plans to sell its products to a market segment consisting of "outgoing personalities," this would NOT be a good market segment primarily because of which of the following criteria?
A) Homogeneous within
B) Heterogeneous between
C) Generic
D) Operational
E) Substantial

Accepted Answer

The answer of If a company plans to sell its...

Question 20

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:
A) the broad market approach.
B) the single target market approach.
C) the multiple target market approach.
D) the combined target market approach.
E) the generic market approach.

Accepted Answer

The marketer is using multiple target market approach by identifying two separate target markets with different needs and creating separate marketing mixes to appeal to each target market.

Quiz 4: Focusing Marketing Strategy With Segmentation and Positioning

A food processor considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good tasting, nutritious children's snacks. The firm is apparently

Target marketers who are "segmenters":

A target marketer who uses a single marketing mix strategy to appeal to both office tablet computer users and home tablet computer users is applying:

Target marketers create marketing mixes for:

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls, which target market approach is it using?

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

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

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Which of the following segmenting dimensions probably would be LEAST LIKELY to result in segments that would meet the criteria that product-market segments should be "operational?"

Saying that a "good" product-market segment should be substantial means

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.

Saying that a good market segment should be "heterogeneous between" means:

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

Gina Williams wanted to start a decorating business. She identified several possible target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following:

A market-oriented strategy planner applies the ______________ target market approach.

If a company plans to sell its products to a market segment consisting of "outgoing personalities," this would NOT be a good market segment primarily because of which of the following criteria?

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying: