Question 1

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 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 Walmart. 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 group identified as strong wrestling fans can be described as a(n):
A) market position
B) market segment
C) positioning
D) organizational buyer
E) microsegment

Accepted Answer

A market segment is a subgroup of individuals sharing one or more characteristics that cause them to have relatively similar product needs.

Question 2

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 in North America. 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 special marketing mix.

Question 3

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 in North America. 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 Cost use to select his target market?
A) Concentrated targeting
B) Multisegment
C) Mass marketing
D) Undifferentiated
E) Repositioned

Accepted Answer

Neil Cost uses concentrated targeting,which focuses on one segment of the market.

Question 4

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 5

Ad campaigns for 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 6

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 definition of repositioning.

Question 7

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 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 Walmart. 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 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 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 Walmart. 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 9

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 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 Walmart. 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 changing consumers' perceptions of a brand in relation to the competing brands.

Question 10

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 television 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.

Question 11

Mercedes-Benz
Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles. With increasing fuel prices and stricter U.S. fuel-economy standards coming down the pipeline, Daimler doesn't want to be left behind. Daimler is behind its competition, though. Its German rivals, Audi and BMW, have been relatively successful in the United States. BMW's Mini Cooper, demanding as much as $34,000, has already driven away with some of Daimler's potential sales. While Daimler already offers the Smart car in the United States, the new offerings will not be going after the same consumers.
-Refer to Mercedes-Benz.Mercedes-Benz's baby boomers are a useful segment because they meet certain criteria.Which of the following do the baby boomers meet?
A) Substantiality
B) Identifiability and measurability
C) Accessibility
D) Responsiveness
E) All of these

Accepted Answer

The successful criteria for market segmentation include substantiality,identifiability and measurability,accessibility,and responsiveness.

Question 12

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 13

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 attribute,price and quality,use or application,product user,product class,competitor,and emotion.

Question 14

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 in North America. 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 those of another.

Question 15

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 in North America. 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 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 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 Walmart. 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 17

Mercedes-Benz
Daimler AG, the maker of Mercedes-Benz automobiles, is planning to launch a new line of downsized luxury vehicles in the United States by 2012. Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles. With increasing fuel prices and stricter U.S. fuel-economy standards coming down the pipeline, Daimler doesn't want to be left behind. Daimler is behind its competition, though. Its German rivals, Audi and BMW, have been relatively successful in the United States. BMW's Mini Cooper, demanding as much as $34,000, has already driven away with some of Daimler's potential sales. While Daimler already offers the Smart car in the United States, the new offerings will not be going after the same consumers.
-Refer to Mercedes-Benz.Baby boomers have money to burn and will be the primary target for the downsized luxury vehicles offered by Mercedes.Many of them will want this type of car to feel young again.This group is considered a(n):
A) consumer advocacy group
B) income-ready group
C) market
D) population
E) market maven

Accepted Answer

A market is people (baby boomers)with needs (feeling young)and the ability and willingness to buy (money to burn).

Question 18

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 model
B) perceptual map
C) product position
D) trend analysis
E) internal marketing audit

Accepted Answer

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

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.Southern 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

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

Quiz 15: Segmenting and Targeting Markets

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:

Ad campaigns for 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:

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

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.

All of the following are typical bases for positioning EXCEPT:

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