Question 1

Combiners (as opposed to segmenters)

Accepted Answer

Combiners try to increase the size of their target markets by combining two or more segments.They try to extend or modify their basic offering to appeal to these "combined" customers with just one marketing mix.

Question 2

Target marketers create marketing mixes for

Accepted Answer

Once target marketers narrow down some generic market into a broad product market,they then create marketing mixes for homogeneous product-market segments within that broad product-market.

Question 3

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

Accepted Answer

Procter & Gamble is using the multiple target market approach,as it segments the market and chooses two or more segments,and then treats each as a separate target market needing a different marketing mix.

Question 4

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

Accepted Answer

The firm uses the multiple target market approach,which means segmenting the market and choosing two or more segments,and then treating each as a separate target market needing a different marketing mix.

Question 5

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.

Accepted Answer

ETI should probably focus on single target market approach-i.e.,segmenting the market and picking one of the homogeneous segments as the firm's target market.

Question 6

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

Accepted Answer

There are three basic ways to develop market-oriented strategies in a broad product-market: single target market approach; multiple target market approach; and combined target market approach.

Question 7

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?

Accepted Answer

The firm should use the multiple target market approach.It means segmenting the market and choosing two or more segments,and then treating each as a separate target market needing a different marketing mix.

Question 8

Which of the following statements about the combined target market approach is true?

Accepted Answer

Combiners try to increase the size of their target markets by combining two or more segments.They try to extend or modify their basic offering to appeal to these "combined" customers with just one marketing mix.

Question 9

Target marketers who are "segmenters"

Accepted Answer

Target marketers known as "segmenters" aim at one or more homogeneous segments and develop a different marketing mix for each segment.They do not attempt to combine or mix submarkets,but instead treat submarkets separately to better serve the needs of each group.

Question 10

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ________ target market approach.

Accepted Answer

Combining two or more submarkets into one larger target market as a basis for one strategy is known as the combined target market approach.

Question 11

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

Accepted Answer

The firm is using a single target market approach.It means segmenting the market and picking one of the homogeneous segments as the firm's target market.

Question 12

Use of which of the following segmenting dimensions is LEAST likely to result in segments that will meet the criteria that product-market segments should be "operational"?

Accepted Answer

A "good" market segment should be operational.This leads marketers to include demographic dimensions such as age,sex,income,location (geographic region),and family size,but not personality.

Question 13

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 the

Accepted Answer

In the combined target market approach,target marketers formulate one marketing mix strategy to appeal to two or more submarkets within one broad product market.In this scenario,the broad product-market is tablet computer users,which is then segmented into two sub-segments: office tablet users and home tablet users.When a target marketer uses one marketing mix strategy to appeal to both sub-segments at the same time,the marketer is using the combined target market approach.

Question 14

Combiners

Accepted Answer

Combiners try to increase the size of their target markets by combining two or more segments.They look at various submarkets for similarities rather than differences.

Question 15

A company plans to sell its products to a market segment consisting of "outgoing personalities." This will likely NOT be a good market segment,primarily because of which of the following criteria?

Accepted Answer

A "good" market segment should be operational-i.e.,segmenting dimensions should be useful for identifying customers and deciding on marketing mix variables.

Question 16

Gina 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 the ________ approach.

Accepted Answer

Gina appears to be following the single target market approach.It means segmenting the market and picking one of the homogeneous segments as the firm's target market.

Question 17

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.

Accepted Answer

The marketing manager used a combined target market approach that deals with combining two or more submarkets into one larger target market as a basis for one strategy.

Question 18

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.

Accepted Answer

Jazzy Tile Co.follows the multiple target market approach,because it segments the market and chooses two or more segments,and then treats each as a separate target market needing a different marketing mix.

Question 19

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

Accepted Answer

There are three basic ways to develop market-oriented strategies in a broad product-market: single target market approach; multiple target market approach; and combined target market approach."Exclusive" is not among the approaches.

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 the

Accepted Answer

In the multiple target market approach,target marketers formulate multiple marketing mix strategy to appeal to two or more submarkets within one broad product market.In this scenario,the broad product-market is tablet computer users,which is then segmented into two sub-segments: office tablet users and home tablet users.Since the target marketer is treating each sub-segment separately and formulating a different marketing mix for each,the marketer is using the multiple target market approach.

Quiz 4: Focusing Marketing Strategy With Segmentation and Positioning