Question 1

Because Mont Blanc, a manufacturer of pens and fountain pens, offers a relatively limited product selection it is using a concentrated marketing strategy.

Accepted Answer

A concentrated marketing strategy involves serving one market segment with a single brand.

Question 2

Using a differentiated marketing strategy offers a company economies of scale in manufacturing and promotion and the ability to cut costs.

Accepted Answer

It is an undifferentiated strategy that offers a company economies of scale in manufacturing and promotion and the ability to cut costs.

Question 3

When Apple Computers were first developed, they were promoted as the computer for desk top publishing work and graphics work. This is an example of use or application positioning.

Accepted Answer

It is an example of use or application positioning since it was promoted for desktop publishing work and graphics work.

Question 4

The Hummer is targeted towards "outdoor, rugged" type of individuals who want to explore places where trucks and cars cannot access. This is an example of use or application positioning.

Accepted Answer

Because it is targeted to a specific type of user, the "outdoor, rugged" type, it is a product user positioning strategy.

Question 5

Orange juice ran a series of ads promoting orange juice as a beverage that was good to drink anytime during the day. This is an example of product class positioning.

Accepted Answer

Because orange juice is being promoted as a "beverage" it is being positioned into a specific product class, beverages rather than breakfast drinks.

Question 6

Target marketing is used by companies for all of the following purposes except to
A) identify segments of consumers with regard to key traits and who would respond well to a product and related marketing mix
B) select the segments that the company can serve most efficiently and develop products for each segment
C) offer the products to the market using various marketing communication tools and stressing the traits and benefits that differentiate the product in the consumer's mind
D) identify those market segments that purchase multiple brands in order to develop the most effective marketing campaign for these particular segments

Accepted Answer

Target marketing does not focus on identifying segments that purchase multiple brands; it focuses on identifying and serving segments that would respond well to a specific product and marketing mix.

Question 7

The process of identifying segments of the market that are similar with regard to key traits and that would respond well to a particular product and related marketing mix is referred to as
A) market segmentation
B) market targeting
C) market positioning
D) market development

Accepted Answer

Market segmentation involves dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes.

Question 8

The process of selecting the segments of the market that a company can serve most efficiently and develop products tailored to each segment is known as
A) market segmentation
B) market targeting
C) market positioning
D) market development

Accepted Answer

The answer of The process of selecting the segments of...

Question 9

The process of offering products to the market and communicating through an appropriate marketing mix the product's attributes and benefits that will differentiate the respective products in the consumer's mind is known as
A) market segmentation
B) market targeting
C) market positioning
D) market development

Accepted Answer

Market positioning involves creating a distinct image and identity for a product in the consumer's mind, highlighting its attributes and benefits to differentiate it from competitors.

Question 10

Not all market segments are financially feasible for a company to explore because
A) they may be too small
B) their characteristics are not that different from the population as a whole or other market segments
C) a or b
D) none of the above

Accepted Answer

A market segment may be too small to justify the costs of targeting it, or it may not be distinct enough from other segments to warrant a separate marketing strategy.

Question 11

Marketing managers are especially interested in the market segment of consumers who
A) are heavy users of product
B) are willing to change the brands they purchase frequently
C) are from the same social class
D) have the same interests, opinions, and attitudes

Accepted Answer

Heavy users of a product are more likely to be loyal customers and to purchase more of the product in the future.

Question 12

The primary categories of market segmentation include all of the following except _____ segmentation.
A) behavioral
B) psychographic
C) geographic
D) usage

Accepted Answer

Usage segmentation is a type of behavioral segmentation, a primary category of market segmentation.

Question 13

Behavioral segmentation variables include all of the following except
A) benefit
B) usage rate
C) buyer readiness
D) personality

Accepted Answer

Behavioral segmentation focuses on consumer behaviors such as benefits sought, usage rate, and buyer readiness, while personality is typically considered a psychographic variable.

Question 14

Demographic segmentation variables include all of the following except
A) ethnicity
B) geographic location of residence
C) education
D) occupation

Accepted Answer

The answer of Demographic segmentation variables include all of the...

Question 15

The age categorization of socio-demographic groups such as Generation X, Generation Y, Baby Boomers, etc. is an example of a demographic segmentation strategy of using _____ as the segmenting variable.
A) lifecycle stage
B) age
C) social class
D) psychographics

Accepted Answer

The answer of The age categorization of socio-demographic groups such...

Question 16

The two major demographic segmentation variables are
A) gender and age
B) ethnicity and gender
C) gender and income
D) age and lifecycle stage

Accepted Answer

The answer of The two major demographic segmentation variables are
A)...

Question 17

In understanding the differences between males and females in terms of Internet usage, marketers describe various segments for each gender such as the "Social Sally"segment and the "Bits and Bytes" segment for males. In doing this, marketers are using a _____ segmentation strategy.
A) geographic
B) behavioral
C) demographic
D) psychographic

Accepted Answer

Behavioral segmentation is a marketing strategy that divides a market into groups based on their behavior, such as their purchasing habits, media consumption, and brand loyalty. In the given question, marketers are using a behavioral segmentation strategy to describe various segments for each gender based on their Internet usage, such as the "Social Sally" segment and the "Bits and Bytes" segment for males.

Question 18

Demographics are closely linked to _____ segmentation, which includes lifestyles, values, attitudes, interests, and opinions.
A) behavioral
B) geographic
C) psychographic
D) personality

Accepted Answer

Demographics are closely linked to psychographic segmentation, which involves understanding consumers' lifestyles, values, attitudes, interests, and opinions.

Question 19

The VALS classification system developed by SRI Consulting Business Intelligence uses a _____ segmentation strategy.
A) demographic
B) geographic
C) behavioral
D) psychographic

Accepted Answer

The VALS classification system uses a psychographic segmentation strategy, focusing on the psychological traits, motivations, and resources of consumers.

Question 20

_____ segmentation is used to identify clusters of consumers who seek the same product benefits or who use or consume the product in a similar fashion.
A) Geographic
B) Demographic
C) Psychographic
D) Behavioral

Accepted Answer

Behavioral segmentation focuses on identifying clusters of consumers based on their behaviors, such as the benefits they seek from a product or their usage patterns.

Quiz 6: Marketing Segmentation

Because Mont Blanc, a manufacturer of pens and fountain pens, offers a relatively limited product selection it is using a concentrated marketing strategy.

Using a differentiated marketing strategy offers a company economies of scale in manufacturing and promotion and the ability to cut costs.

When Apple Computers were first developed, they were promoted as the computer for desk top publishing work and graphics work. This is an example of use or application positioning.

The Hummer is targeted towards "outdoor, rugged" type of individuals who want to explore places where trucks and cars cannot access. This is an example of use or application positioning.

Orange juice ran a series of ads promoting orange juice as a beverage that was good to drink anytime during the day. This is an example of product class positioning.

Target marketing is used by companies for all of the following purposes except to

The process of identifying segments of the market that are similar with regard to key traits and that would respond well to a particular product and related marketing mix is referred to as

The process of selecting the segments of the market that a company can serve most efficiently and develop products tailored to each segment is known as

The process of offering products to the market and communicating through an appropriate marketing mix the product's attributes and benefits that will differentiate the respective products in the consumer's mind is known as

Not all market segments are financially feasible for a company to explore because

Marketing managers are especially interested in the market segment of consumers who

The primary categories of market segmentation include all of the following except _____ segmentation.

Behavioral segmentation variables include all of the following except

Demographic segmentation variables include all of the following except

The age categorization of socio-demographic groups such as Generation X, Generation Y, Baby Boomers, etc. is an example of a demographic segmentation strategy of using _____ as the segmenting variable.

The two major demographic segmentation variables are

In understanding the differences between males and females in terms of Internet usage, marketers describe various segments for each gender such as the "Social Sally"segment and the "Bits and Bytes" segment for males. In doing this, marketers are using a _____ segmentation strategy.

Demographics are closely linked to _____ segmentation, which includes lifestyles, values, attitudes, interests, and opinions.

The VALS classification system developed by SRI Consulting Business Intelligence uses a _____ segmentation strategy.

_____ segmentation is used to identify clusters of consumers who seek the same product benefits or who use or consume the product in a similar fashion.