Question 1

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs 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 license 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.Given that the wild turkey hunters number approximately 2.7 million,it meets the segmentation criterion of:
A) substantiality
B) accessibility
C) reliability
D) responsiveness
E) functionality

Accepted Answer

The segment is large enough to warrant developing and maintaining it as a target market.

Question 2

Wrestling Merchandise
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 JCPenney and Wal-Mart.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.The marketing research revealed that _____ segmentation can be used to identify the biggest fans of professional wrestling.
A) benefit
B) psychographic
C) demographic
D) geographic
E) geodemographic

Accepted Answer

Age is a demographic variable for segmentation.

Question 3

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..
A) predictive modeling
B) perceptual map
C) product positioning
D) trend analysis
E) internal marketing audit

Accepted Answer

Perceptual mapping displays,in two or more dimensions (like healthy and tasty),the location of products in the customers' minds.

Question 4

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.
A) product class
B) price and quality
C) use or application
D) attribute
E) emotion

Accepted Answer

Positioning uses emotion to show how the product makes customers feel.

Question 5

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs 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 license 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.Wild turkey hunters would be defined as a:
A) market segment
B) market position
C) segmentation base
D) retail position
E) consumer position

Accepted Answer

A group of individuals sharing one or more characteristics (in this case love of wild turkey hunting)that cause them to have relatively similar product needs is called a market segment.

Question 6

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs 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 license 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?
A) concentrated targeting
B) multisegment
C) mass marketing
D) undifferentiated
E) repositioned

Accepted Answer

Cost targets one segment in the market.

Question 7

The closer together two brands are on a perceptual map the:
A) less perceptually alike they are
B) closer their prices are
C) more objectively alike they are
D) more likely an undifferentiated marketing strategy is in effect
E) more similarly perceived by consumers they are

Accepted Answer

If two products are close on a perceptual map,then consumers are perceiving them to be similar,even if the products actually are not.

Question 8

Wrestling Merchandise
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 JCPenney and Wal-Mart.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.This is an example of the implementation of a(n)_____ strategy.
A) multisegment
B) product differentiation
C) undifferentiated marketing
D) target market
E) repositioning

Accepted Answer

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

Question 9

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:
A) product class
B) competitor
C) product user
D) product merits
E) price and quality

Accepted Answer

Positioning against competitors is a positioning strategy.

Question 10

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice.Block has great brand recognition,but consumers only care about it four months out of the year.H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round.
A) reposition
B) reengineer
C) demarket
D) undifferentiate
E) niche

Accepted Answer

Repositioning means changing the customers' perceptions of a brand in relation to competing brands.

Question 11

All of the following are typical bases for positioning EXCEPT:
A) attribute
B) price and quality
C) distribution
D) emotion
E) product user

Accepted Answer

Typical bases for positioning include attributes,price and quality,use or application,product user,product class,competitor,and emotion.

Question 12

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs 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 license 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 example of _____ segmentation.
A) benefit
B) psychographic
C) geographic
D) geodemographic
E) demographic

Accepted Answer

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

Question 13

Changing consumers' perceptions of a brand in relation to competing brands is known as:
A) positioning
B) repositioning
C) reintermediation
D) demarketing
E) reengineering

Accepted Answer

This is the goal of repositioning.

Question 14

Wrestling Merchandise
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 JCPenney and Wal-Mart.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.Most Wrestling fans live in the southern United States.Based on this information,what segmentation base would be appropriate?
A) geographic
B) demographic
C) psychographic
D) product use
E) benefit sought

Accepted Answer

Geographic segmentation segments markets by region of a country or the world,market size,market density,or climate.

Question 15

In 2008,Apple,Inc.introduced Mobile Me,which keeps everything on a consumer's Mac,PC,iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time.Apple is catering to on-the-go consumers who use multiple platforms.This positioning strategy is based on the _____.
A) product class
B) price and quality
C) use or application
D) product user
E) competitor

Accepted Answer

This positioning strategy focuses on a personality or type of user.

Question 16

Wrestling Merchandise
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 JCPenney and Wal-Mart.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.The groups identified above as strong wrestling fans can be described as:
A) market positions
B) market segments
C) positionings
D) organizational buyers
E) microsegments

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 17

Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs 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 license 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,Primos has implemented a(n)_____ strategy.
A) multisegment
B) product differentiation
C) undifferentiated marketing
D) target market
E) repositioning

Accepted Answer

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

Question 18

Wrestling Merchandise
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 JCPenney and Wal-Mart.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,it must use:
A) undifferentiated targeting
B) concentrated or niche targeting
C) multisegment targeting
D) demarketing
E) repositioning

Accepted Answer

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

Question 19

The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumers' perceptions of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping the programming will lead to:
A) repositioning
B) reengineering
C) demarketing
D) undifferentiated targeting
E) one-to-one marketing

Accepted Answer

Repositioning means changing the customers' perception of a brand in relation to competing brands.

Question 20

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer-oriented.
A) segmentation
B) product differentiation
C) targeting
D) repositioning
E) demarketing

Accepted Answer

Repositioning is changing consumers' perception of a brand in relation to its competitors.

Quiz 8: Segmenting and Targeting Markets

A (n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return.The ad then shows the slogan "Every Kiss Begins with Kay." This is an example of _____ positioning.

The closer together two brands are on a perceptual map the:

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

All of the following are typical bases for positioning EXCEPT:

Changing consumers' perceptions of a brand in relation to competing brands is known as:

In 2008,Apple,Inc.introduced Mobile Me,which keeps everything on a consumer's Mac,PC,iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time.Apple is catering to on-the-go consumers who use multiple platforms.This positioning strategy is based on the _____.