Question 1

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Accepted Answer

A) True 
 B)False

Question 2

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:

Accepted Answer

A)   the broad market approach.
B)   the single target market approach.
C)   the multiple target market approach.
D)   the combined target market approach.
E)   the generic market approach.F) A) and B)
G) D) and E)

Question 3

Business-to-business markets, with very large customers, have typically:

Accepted Answer

A)   treated customers individually as segments of one.
B)   mass marketed the same products to all customer segments.
C)   delivered the same marketing mix to all customer segments.
D)   reduced their personalization efforts to the lowest levels possible.
E)   avoided applying the principles behind customer relationship management.F) A) and B)
G) All of the above

Question 4

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

Accepted Answer

A)   Geographic location
B)   Urgency to get need satisfied
C)   Behavioral needs and attitudes of consumers
D)   Demographic characteristics of potential customers
E)   Geodemographic characteristics of potential customersF) C) and D)
G) A) and E)

Question 5

Marketers segment broad markets into smaller target segments based on a variety of ____.

Accepted Answer

A)   marketing grids
B)   positioning maps
C)   dimensions
D)   qualifiers
E)   dataF) A) and D)
G) None of the above

Question 6

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)   the meat market.
B)   the minivan market.
C)   the e-commerce market.
D)   the beer market.
E)   the "singles" entertaining market.F) None of the above
G) B) and E)

Question 8

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)   Sex
B)   Age
C)   Occupation
D)   Education
E)   All of these are examples of a consumer market demographic dimensionF) A) and B)
G) A) and D) E

Question 10

Qualifying dimensions

Accepted Answer

A)   need to be very specific.
B)   help identify the "core benefits."
C)   work in isolation in marketing strategy planning.
D)   affect the customer's purchase of a particular product.
E)   affect the customer's brand choice.F) C) and D)
G) A) and E) B

Question 11

Which of the following is a DEMOGRAPHIC segmenting dimension?

Accepted Answer

A)   Rate of use
B)   Brand familiarity
C)   Type of problem solving
D)   Benefits sought
E)   Family life cycleF) B) and C)
G) A) and E)

Question 12

A generic market description includes customer needs and product-type terms.

Accepted Answer

A) True 
 B)False

Question 13

The first step in market segmentation should be:

Accepted Answer

A)   deciding what new product you could develop.
B)   evaluating what segment(s)  you currently serve.
C)   finding a demographic group likely to use your products.
D)   listing features of your current products.
E)   defining some broad product-markets where you may be able to operate profitably.F) B) and C)
G) A) and B)

Question 14

"Good" market segments should be heterogeneous within and homogeneous between.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following possible segmenting dimensions is a "demographic" dimension?

Accepted Answer

A)   Benefits sought
B)   Social class
C)   Purchase relationship
D)   Brand familiarity
E)   Rate of useF) None of the above
G) C) and E) B

Question 16

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

A)   combined target market
B)   mass marketing
C)   multiple target market
D)   single target market
E)   none of these is a good choice for Electro Technologies.F) A) and B)
G) A) and C)

Question 17

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Accepted Answer

A) True 
 B)False

Question 18

Clustering techniques

Accepted Answer

A)   help sellers fine-tune the marketing effort with information from a detailed customer database.
B)   establish how customers think about proposed or present brands in a market.
C)   try to find similar patterns within sets of data.
D)   group customers into heterogeneous segments.
E)   use intuition and judgment to do what previously was done by computers.F) B) and E)
G) C) and E)

Question 19

The first step in segmenting international markets is to:

Accepted Answer

A)   develop a marketing mix.
B)   treat all the countries in the "foreign market" as one segment.
C)   segment by country or region-looking at demographic, cultural, and other characteristics.
D)   list the suppliers who serve the market.
E)   consider the number, size, kind, and location of business and organizational customers.F) D) and E)
G) A) and B)

Question 20

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Accepted Answer

A)   Determining
B)   Qualifying
C)   Operational
D)   Customer-related
E)   Situation-relatedF) B) and E)
G) B) and D)

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Correct Answer
verified

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:

Correct Answer
verified

Business-to-business markets, with very large customers, have typically:

Correct Answer
verified

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

Correct Answer
verified

Marketers segment broad markets into smaller target segments based on a variety of ____.

Correct Answer
verified

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Correct Answer
verified

Which of the following is the BEST example of a "generic market?"

Correct Answer
verified

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Correct Answer
verified

Which of the following is a consumer market demographic dimension?

Correct Answer
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E

Qualifying dimensions

Correct Answer
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B

Which of the following is a DEMOGRAPHIC segmenting dimension?

Correct Answer
verified

A generic market description includes customer needs and product-type terms.

Correct Answer
verified

The first step in market segmentation should be:

Correct Answer
verified

"Good" market segments should be heterogeneous within and homogeneous between.

Correct Answer
verified

Which of the following possible segmenting dimensions is a "demographic" dimension?

Correct Answer
verified
B

Correct Answer
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If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Correct Answer
verified

Clustering techniques

Correct Answer
verified

The first step in segmenting international markets is to:

Correct Answer
verified

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Correct Answer
verified

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

Business-to-business markets, with very large customers, have typically:

Correct AnswerverifiedShow Answer

Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

Correct AnswerverifiedShow Answer

Marketers segment broad markets into smaller target segments based on a variety of ____.

Correct AnswerverifiedShow Answer

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Correct AnswerverifiedShow Answer

Which of the following is the BEST example of a "generic market?"

Correct AnswerverifiedShow Answer

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Correct AnswerverifiedShow Answer

Which of the following is a consumer market demographic dimension?

Correct AnswerverifiedE

Qualifying dimensions

Correct AnswerverifiedB

Which of the following is a DEMOGRAPHIC segmenting dimension?

Correct AnswerverifiedShow Answer

A generic market description includes customer needs and product-type terms.

Correct AnswerverifiedShow Answer

The first step in market segmentation should be:

Correct AnswerverifiedShow Answer

"Good" market segments should be heterogeneous within and homogeneous between.

Correct AnswerverifiedShow Answer

Which of the following possible segmenting dimensions is a "demographic" dimension?

Correct AnswerverifiedB

Correct AnswerverifiedShow Answer

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Correct AnswerverifiedShow Answer

Clustering techniques

Correct AnswerverifiedShow Answer

The first step in segmenting international markets is to:

Correct AnswerverifiedShow Answer

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Correct AnswerverifiedShow Answer

Correct Answer
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E

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B

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B

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