Question 1

For products like clothes pins,which provide the same benefit for all consumers,marketers should probably use a(n)________ strategy.
A) concentrated targeting
B) lifestyle segmentation
C) benefit segmentation
D) undifferentiated targeting
E) differentiated segmentation

Accepted Answer

Since clothes pins provide the same benefit for all consumers, marketers should not use benefit segmentation, differentiated segmentation or concentrated targeting. In this case, the most appropriate strategy is undifferentiated targeting, where the same marketing mix is used for all consumers without any segmentation or target group identification.

Question 2

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to
A) engage in micromarketing for hard-to-fit shoe customers.
B) obtain a bigger share of the shoe market.
C) use mass marketing techniques.
D) utilize geographic segmentation.
E) generate economies of scale in advertising expenditures.

Accepted Answer

The answer of Adidas Group owns Reebok and Rockport-both of...

Question 3

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.
A) geographic
B) benefit-based
C) economic
D) global
E) concentrated

Accepted Answer

The four frequently used targeting strategies are micromarketing, undifferentiated, differentiated, and concentrated targeting strategies. The answer choice that completes the list is E, concentrated targeting strategy. This strategy involves focusing all marketing efforts and resources on a small but specific and well-defined segment of the market.

Question 4

The National Hockey League redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female.This is an example of __________ segmentation.
A) geographic
B) psychographic
C) demographic
D) benefits
E) behavioral

Accepted Answer

The NHL redirected its marketing efforts based on demographic segmentation, as it identified a specific group (female fans) and tailored its marketing strategy towards them.

Question 5

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company
A) differentiated its product.
B) streamlined its delivery process.
C) created a new class of micromarketing.
D) defined consumers' basic needs.
E) redefined mass customization.

Accepted Answer

Swift Meat Company differentiated its product by transforming turkey meat into "Butterball" turkeys, suggesting that the company used a segmentation strategy. Segmentation strategies aim to make the product or service stand out in the market by making it distinct from other products or services.

Question 6

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting its marketing mix variables in order to give customers
A) a more flexible supply chain strategy.
B) a perceptual map of the imaging landscape.
C) more product features than the competition offers.
D) lower prices than the competition offers.
E) a clear,distinctive,and desirable understanding of their products relative to competing products.

Accepted Answer

Positioning refers to creating a clear, distinctive, and desirable understanding of a company's products relative to competing products in the minds of the target market. This involves adjusting the marketing mix variables (product, price, promotion, and place) to appeal to the specific needs and preferences of the target market. Therefore, the best choice is E.

Question 7

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.
A) demographic
B) psychographic
C) behavioral
D) benefits
E) geographic

Accepted Answer

The segment is defined by demographic characteristics such as education level, occupational status, and age range.

Question 8

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.
A) concentrated
B) micromarketing
C) benefit-driven
D) differentiated
E) undifferentiated

Accepted Answer

Penguin Catering Services is only targeting a specific market segment or geographic region, which is resorts in its region. This is an example of concentrated targeting strategy.

Question 9

Firms use a differentiated targeting strategy because
A) it is easier than mass marketing.
B) it helps obtain a bigger share of the market.
C) it is better than focusing on individual or small groups of potential customers.
D) most market segments are too small to be profitable.
E) banks are more willing to extend credit to companies with this strategic approach.

Accepted Answer

A differentiated targeting strategy helps firms obtain a bigger share of the market by tailoring their products and marketing efforts to specific segments of customers. This allows the firm to differentiate their products from competitors and appeal to the unique needs of each segment. By targeting multiple segments with differentiated offerings, the firm can capture a larger overall market share.

Question 10

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of
A) micromarketing.
B) concentrated targeting.
C) psychographic segmentation.
D) differentiated targeting.
E) undifferentiated targeting.

Accepted Answer

Micromarketing focuses on targeting a specific customer segment with customized products or services. Allowing customers to design their own products, such as in the example of Nike, is a form of micromarketing as it enables personalized products to be created for each individual customer.

Question 11

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.
A) Geographic
B) Psychographic
C) Behavioral
D) Benefits
E) Demographic

Accepted Answer

Demographic segmentation is the most common basis of consumer market segmentation because it involves dividing the market based on variables such as age, gender, income, education level, occupation, and family size, which are easy to define and usually easy to reach through traditional advertising and marketing channels.

Question 12

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.
A) mass customization consumers
B) geographic segments
C) market segments
D) self-concept customers
E) geodemographic segments

Accepted Answer

Alex has identified market segments that respond positively to his marketing communication message, which means he has divided his overall market into distinct groups of buyers with similar needs and characteristics. This segmentation allows Alex to tailor his marketing efforts and message to each group, resulting in a better response from these segments. Mass customization consumers, geographic segments, self-concept customers, and geodemographic segments are also forms of market segmentation, but they are not specifically mentioned as being used by Alex in the scenario.

Question 13

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in
A) concentrated segmentation.
B) geodemographic segmentation.
C) benefit segmentation.
D) psychographic segmentation.
E) misguided geographic segmentation.

Accepted Answer

Sending snow blowers to Augusta, Georgia in April shows misguided geographic segmentation as this product is not applicable or needed in that region during that time of the year.

Question 14

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and
A) decrease advertising spending.
B) focus on a single market segment.
C) lower overall risk.
D) use undifferentiated strategies in micro markets.
E) more widely market basic commodities.

Accepted Answer

A differentiated targeting strategy allows a firm to target multiple market segments, decreasing its reliance on a single segment and lowering overall risk. This diversification of business can lead to more stable and sustainable growth.

Question 15

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a(n)__________ targeting strategy.
A) macromarketing
B) micromarketing
C) benefit-based
D) differentiated
E) undifferentiated

Accepted Answer

Micromarketing is the correct strategy because it focuses on a specific group of customers, in this case, the contacts and contracts from the pilot fish's former company.

Question 16

__________ is an extreme form of a targeting strategy.
A) Macromarketing
B) Micromarketing
C) Benefit marketing
D) Differentiated targeting
E) Concentrated targeting

Accepted Answer

The answer of __________ is an extreme form of a...

Question 17

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy
A) is the cheapest option.
B) requires the use of advanced advertising techniques.
C) rarely works.
D) is likely more costly than an undifferentiated strategy.
E) is ineffective without multiple brand names.

Accepted Answer

A differentiated targeting strategy involves targeting multiple segments with different products or marketing strategies, which can be more costly than a broad undifferentiated approach. However, it can also result in a bigger share of the market by appealing to a wider range of consumers with varying needs and preferences.

Question 18

Differences in weather and climate create opportunities for
A) concentrated targeting.
B) geographic segmentation.
C) benefit segmentation.
D) psychographic segmentation.
E) demographic segmentation.

Accepted Answer

Differences in weather and climate can create opportunities for geographic segmentation, as consumer behavior and preferences can vary based on the climate of a region. For example, a company may market different products or services in areas with high levels of precipitation versus areas with little precipitation.

Question 19

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n)__________ strategy.
A) concentrated targeting
B) micromarketing
C) benefit targeting
D) differentiated targeting
E) undifferentiated targeting

Accepted Answer

Adidas Group uses a differentiated targeting strategy by owning multiple brands that cater to different segments of the market. Reebok targets the fitness and lifestyle segment, Rockport targets the comfort and style segment, and TaylorMade targets the golfing segment. This allows Adidas Group to capture a larger share of the market by catering to the specific needs and wants of different consumer segments.

Question 20

The first step in the STP process is to
A) identify the segmentation methods to be used.
B) produce a list of strengths and weaknesses of the firm's past marketing strategies.
C) clearly articulate the firm's vision or marketing strategy objectives.
D) select target markets.
E) develop a marketing mix,so that an appropriate segment can later be identified.

Accepted Answer

The first step in the STP process is to clearly articulate the firm's vision or marketing strategy objectives. This step is important because it provides a clear direction for the rest of the STP process. Without a clear vision or objectives, it would be difficult to determine segmentation methods, select target markets, or develop a marketing mix.

Quiz 9: Segmentation, Targeting, and Positioning

For products like clothes pins,which provide the same benefit for all consumers,marketers should probably use a(n) ________ strategy.

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated,and __________ targeting strategies.

The National Hockey League redirected its marketing efforts when a survey indicated that almost 50 percent of hockey fans were female.This is an example of __________ segmentation.

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting its marketing mix variables in order to give customers

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n) __________ targeting strategy.

Firms use a differentiated targeting strategy because

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a(n) __________ targeting strategy.

__________ is an extreme form of a targeting strategy.

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Differences in weather and climate create opportunities for

Adidas Group owns Reebok,Rockport,and TaylorMade brands.Adidas uses the different brands to pursue a(n) __________ strategy.

The first step in the STP process is to