Question 1

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and offshore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples who were looking for a reasonably priced, active vacation.
-In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely targeting ________ with its new Adventure Cruises.
A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers

Accepted Answer

Experiencers are a VALS segment characterized by their young, enthusiastic, and adventurous nature, often seeking new experiences and activities, which aligns with the profile of customers Sunshine Cruise Lines aims to attract with its Adventure Cruises. These cruises focus on eco-tourism and activities like hiking and scuba diving, appealing to those who are eager for exploration and adventure.

Question 2

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
-In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.
A) showrooming
B) geofencing
C) narrowcasting
D) concentrated marketing
E) demographic segmentation

Accepted Answer

The answer of MUSEUM MINI CASE: Central City Art Museum...

Question 3

Most marketers prefer to target consumer segments that are ________.
A) small
B) profitable
C) unpredictable
D) inaccessible
E) expensive to pursue

Accepted Answer

Marketers prefer to target consumer segments that are profitable because it ensures that their marketing efforts lead to a positive return on investment. Profitable segments are more likely to generate sales and revenue, making them a preferred choice for marketing activities.

Question 4

________ are bits of computer code placed on browsers to keep track of online activity.
A) Data brokers
B) Candies
C) Cookies
D) Binodes
E) Real-time bidding

Accepted Answer

Cookies are small pieces of data stored on a user's computer by the web browser while browsing a website. They are designed to be a reliable mechanism for websites to remember stateful information or to record the user's browsing activity.

Question 5

Whether or not consumers need to be informed about a product relates to consumers' ________.
A) awareness status
B) usage situation
C) attitude
D) usage rate
E) learning-involvement

Accepted Answer

Consumers' awareness status refers to their level of knowledge and understanding about a product. This information is important for consumers to make informed decisions about whether or not to purchase a product.

Question 6

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
-In the MUSEUM MINI CASE, dividing museum attendees into frequent users, less frequent users, and non-users is known as ________.
A) geographic segmentation
B) benefit segmentation
C) usage rate segmentation
D) sociocultural segmentation
E) psychographic segmentation

Accepted Answer

The division of museum attendees into frequent users, less frequent users, and non-users is based on how often they use the museum, which is a characteristic of usage rate segmentation.

Question 7

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
-In the MUSEUM MINI CASE, the most important differentiating factor between frequent and less frequent users is ________.
A) income
B) age
C) gender
D) education
E) stage of family life cycle

Accepted Answer

The most important differentiating factor between frequent and less frequent users is the stage of family life cycle, as younger adults are less frequent users due to family demands.

Question 8

Which of the following is NOT tracked during online navigation to inform behavioral targeting?
A) the sites consumers visit
B) the pages consumers look at on a site
C) lifestyles and personalities
D) how often consumers return to a site
E) brick-and-mortar purchases

Accepted Answer

Behavioral targeting in online navigation does not typically track brick-and-mortar purchases directly. It focuses on online activities such as site visits, page views, and frequency of visits to inform targeted advertising or content.

Question 9

________ is the process by which a company intentionally changes the distinct image and identity that its product or brand occupies in consumers' minds.
A) Premier position
B) Positioning against competition
C) Repositioning
D) Key attribute positioning
E) Umbrella positioning

Accepted Answer

Repositioning is the process of intentionally changing the distinct image and identity of a product or brand in consumers' minds. This can be done to address changes in the market or competition, to appeal to a new target audience, or to update the brand image. Premier position refers to a brand's position as a leader in the market, while positioning against competition involves differentiating a brand from its competitors. Key attribute positioning focuses on a specific attribute or feature of a product that sets it apart, while umbrella positioning uses an overall brand identity to represent a range of related products or services.

Question 10

Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources

Accepted Answer

Inaccessible is not one of the characteristics of an effective target. The other characteristics include being identifiable, sizeable, reachable, and congruent with the marketer's objectives and resources.

Question 11

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and offshore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples who were looking for a reasonably priced, active vacation.
-In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation

Accepted Answer

The marketing strategy focuses on the benefits of convenience and the ability to explore multiple destinations easily, which is an example of benefit segmentation.

Question 12

Peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________.
A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue

Accepted Answer

Benefits sought is a psychological variable that can be harder to identify and measure compared to demographic variables, making it less straightforward to segment an audience based on this criterion.

Question 13

________ consists of looking at merchandise at a physical store, scanning its barcode with smartphones and using these devices to check the items' prices and purchase the items online.
A) Mobile Targeting
B) Geofencing
C) Psychographics
D) Showrooming
E) GPS marketing

Accepted Answer

Showrooming is the practice where shoppers visit a store to check out a product but then purchase the product online after comparing prices through their smartphone. This behavior leverages the physical store as a showroom for products before buying them online, often at lower prices.

Question 14

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.
A) lifestyle
B) benefit
C) usage situation
D) demographic
E) geographic

Accepted Answer

Usage situation segmentation is correct because it involves dividing the market based on specific situations or occasions when a product might be used, such as holidays or birthdays, which is exactly what the greeting card industry does.

Question 15

________ segmentation differentiates among heavy users, medium users, light users, and nonusers of a specific product, service or brand.
A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit

Accepted Answer

Usage rate segmentation is the correct answer because it categorizes consumers based on how frequently they use a product, differentiating among heavy, medium, light, and nonusers.

Question 16

________ are measures that predict consumers' future purchases on the basis of past buying information and other data.
A) Showroom analytics
B) Predictive analytics
C) Geofencing analytics
D) Social analytics
E) Consumer spying analytics

Accepted Answer

Predictive analytics involves using historical data, including past buying information, to forecast future consumer behavior and purchasing patterns.

Question 17

Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer consumed. This is an example of a justification for ________ segmentation.
A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation

Accepted Answer

This is an example of usage rate segmentation, which categorizes consumers based on the amount of product they use. The statistic indicates that a small percentage of beer drinkers consume a large portion of the product, highlighting differences in consumption rates among the market segment.

Question 18

The image and unique identity of a product, service or brand in consumers' minds is called its ________.
A) position
B) perception
C) segment
D) target
E) imposition

Accepted Answer

Position refers to the place a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.

Question 19

Acxiom databases track all of the following EXCEPT ________.
A) weight
B) vacation dreams
C) household health worries
D) education
E) fingerprints

Accepted Answer

Acxiom, a data brokerage firm, collects a wide range of information about individuals, including weight, vacation dreams, household health worries, and education. However, it does not collect biometric data such as fingerprints.

Question 20

Promotional alerts sent to the smartphones of customers, who opted into this service, when the customers near or enter the store is called ________.
A) psychographic segmentation
B) geodemographic segmentation
C) real-time bidding
D) showrooming
E) geofencing

Accepted Answer

Geofencing is the correct answer because it refers to the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area, such as sending promotional alerts to customers' smartphones when they are near or enter a store.

Quiz 2: Market Segmentation and Real-Time Bidding

Most marketers prefer to target consumer segments that are ________.

________ are bits of computer code placed on browsers to keep track of online activity.

Whether or not consumers need to be informed about a product relates to consumers' ________.

Which of the following is NOT tracked during online navigation to inform behavioral targeting?

________ is the process by which a company intentionally changes the distinct image and identity that its product or brand occupies in consumers' minds.

Which of the following is NOT one of the characteristics of an effective target?

Peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________.

________ consists of looking at merchandise at a physical store, scanning its barcode with smartphones and using these devices to check the items' prices and purchase the items online.

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

________ segmentation differentiates among heavy users, medium users, light users, and nonusers of a specific product, service or brand.

________ are measures that predict consumers' future purchases on the basis of past buying information and other data.

Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer consumed. This is an example of a justification for ________ segmentation.

The image and unique identity of a product, service or brand in consumers' minds is called its ________.

Acxiom databases track all of the following EXCEPT ________.

Promotional alerts sent to the smartphones of customers, who opted into this service, when the customers near or enter the store is called ________.