Question 1

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and Alka-Seltzer Heartburn Relief.Each Alka-Seltzer product is targeted to a slightly different market segment.The maker of Alka-Seltzer is using

Accepted Answer

The maker of Alka-Seltzer is using product differentiation by offering different versions of the product to cater to specific needs and preferences of different market segments.

Question 2

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs).

Accepted Answer

Market segmentation is a tool used by organizations in their marketing program to better meet the needs and wants of their customers. It helps to align the supply side (the organization's products or services) with the demand side (customer needs and wants). It is not directly related to the organization's strategic objectives, the strength of its suppliers, government regulations, or self-regulatory industry standards.

Question 3

FIGURE 9-1 
-Cell "B" in Figure 9-1 represents which stage of the market segmentation process?

Accepted Answer

The answer of FIGURE 9-1 
-Cell "B" in Figure 9-1...

Question 4

Which of the following statements regarding market segmentation is most accurate?

Accepted Answer

Market segmentation is the process of dividing a larger market into smaller subgroups of consumers with similar needs and preferences. If a business firm goes through the trouble and expense of segmenting its markets, it expects to reveal a way to increase sales, profits, and return on investment by targeting each segment with a specific marketing mix. Therefore, statement D is the most accurate. The other options are not accurate. Option A is not true because a business should evaluate the potential and profitability of a segment before investing in it. Option B is not true because small businesses can also benefit from market segmentation by targeting a specific customer base. Option C is misleading because businesses may choose to differentiate their products to appeal to different segments but are not required to create new products. Option E is not supported by any research or evidence.

Question 5

E-Bay has many different groups on its Web site.Groups range from Collectors Clubs to the e-Bay Community Cookbook group.E-bay uses a __________ strategy to reach several different market segments.

Accepted Answer

E-Bay uses product differentiation to reach different market segments by offering groups that cater to specific interests and hobbies, such as Collectors Clubs and the e-Bay Community Cookbook group.

Question 6

FIGURE 9-1 
-Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

Accepted Answer

The answer of FIGURE 9-1 
-Cell "A" in Figure 9-1...

Question 7

FIGURE 9-1 
-Cell "C" in Figure 9-1 represents which stage of the market segmentation process?

Accepted Answer

The answer of FIGURE 9-1 
-Cell "C" in Figure 9-1...

Question 8

A business firm segments its markets when this strategy increases its sales revenue, profit, and return on investment.When expenses are greater than the potentially increased sales from segmentation, the firm should

Accepted Answer

If the expenses outweigh the potential benefits of segmentation, then it would not make sense to pursue it at this time. The firm should focus on other strategies that will increase revenue, profit, and return on investment.

Question 9

A business firm goes to the trouble and expense of segmenting its markets when

Accepted Answer

A business firm segments its markets when it expects that this will increase its sales, profit, and return on investment. Segmentation allows a firm to identify different groups of consumers with varying needs and preferences, and then tailor its marketing mix to meet the specific requirements of each segment. This leads to higher customer satisfaction and loyalty, which in turn can result in increased sales and profitability.

Question 10

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' needs and

Accepted Answer

The process of market segmentation and target selection links the various buyers' needs with an organization's marketing program. It helps the organization to understand the specific needs of different customer groups and develop marketing programs that cater to those specific needs. Targeting specific segments allows the organization to focus its marketing efforts and resources on the most profitable customer groups. Therefore, the correct answer is E.

Question 11

Reebok makes shoes with DMX Shear and Foam cushioning.The Premier Control shoe is made for runners whose feet tend to turn out.The Premier Road is made with extra cushioning for pavement runners.This strategy is an example of

Accepted Answer

The strategy of creating different shoe models for different types of runners with specific needs and preferences (such as feet that turn out or running on pavement) is an example of market segmentation, which involves dividing a market into smaller groups with similar needs or characteristics and targeting them with specific products or marketing strategies. Mass customization involves creating personalized products for individual customers, which is not the case here as the shoes are designed for specific groups of runners based on their shared characteristics. Customized manufacturing involves producing products based on individual customer orders or specifications, which is also not the case here. Single chain marketing and market specific selection are not recognized marketing terms.

Question 12

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubblegum flavor.Sometime later the same basic formula was given a fresh, minty flavor to appeal to adults.What is this marketing strategy called?

Accepted Answer

This marketing strategy is called product differentiation, as the same basic product was modified to appeal to different target markets (children and adults) through the use of different flavors.

Question 13

Market segmentation is only a means to an end.In economist's terms, market segmentation relates supply (the organization's marketing program) to demand (__________).

Accepted Answer

Market segmentation is the process of dividing a market into specific groups of customers with similar needs or characteristics. Therefore, the demand being referred to is customer needs. By understanding the different needs of each segment, organizations can tailor their marketing program to better meet those needs and ultimately increase demand for their product or service.

Question 14

Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

Accepted Answer

This strategy of targeting specific groups of customers is known as market segmentation, which involves dividing the market into smaller groups with similar needs and wants. Small athletic shoe manufacturers such as Vans have been able to successfully target niche markets by designing shoes that meet the specific needs of customers in those segments.

Question 15

The Zappos.com segmentation strategy is based on

Accepted Answer

Zappos.com's segmentation strategy is focused on offering the best selection of shoes and the best service. This approach means that they aim to attract customers looking for a premium shopping experience, which is reflected in their pricing strategy and high-quality customer service. They do not segment their customers based on price or style but rather target those who value convenience, quality, and a personalized shopping experience.

Question 16

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

Accepted Answer

Market segmentation involves identifying and analyzing specific groups within a larger market who share similar needs and characteristics. By selecting specific segments as targets, organizations can tailor their marketing program to effectively meet the needs of those segments. Therefore, the process of segmenting a market and selecting specific targets links the market needs with an organization's marketing program.

Question 17

Time magazine publishes 200 different U.S.editions each targeted at unique geographic and demographic segments using a special mix of advertisements.Time is using which of the following segmentation strategies?

Accepted Answer

Time magazine is using one product (the magazine) with multiple market segments by tailoring advertisements to different geographic and demographic segments.

Question 18

Street & Smith publishes the same baseball magazine with exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.Four samples are shown in Figure 9-2 above.What is the market segmentation strategy?

Accepted Answer

The market segmentation strategy used by Street & Smith is geographic segmentation, as they are appealing to different regions of the US with different covers to better resonate with the local audience.

Question 19

FIGURE 9-2 
-The Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four samples are shown in Figure 9-2 above.This is a great example of a

Accepted Answer

The use of 16 different covers featuring a baseball star from each region of the United States shows that The Sporting News Baseball Yearbook is targeting multiple market segments with a single product, as each cover appeals to fans in a specific geographic region. This is an example of one product and multiple market segments.

Question 20

Which strategy involves a firm using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different and better than competing products?

Accepted Answer

Product differentiation involves using marketing mix activities to make a product appear more desirable than competing products by highlighting unique features, benefits, or attributes that set it apart. This can include varying product design, packaging, pricing, and advertising to create a distinct brand identity that appeals to a target market. Dual distribution involves using two or more channels of distribution to reach customers, market penetration refers to gaining market share for existing products, and full coverage marketing involves using all available marketing channels to reach customers. While these strategies may be used in conjunction with product differentiation, they do not directly involve making a product appear different or better than competing products.

Quiz 9: Market Segmentation, Targeting, and Positioning

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs) .

FIGURE 9-1 -Cell "B" in Figure 9-1 represents which stage of the market segmentation process?