Question 1

In the strategy of________, two or more different groups of potential customers are identified and a separate marketing mix is developed to reach each group.
A) undifferentiated marketing
B) multiple-segment target marketing
C) mass marketing
D) market aggregation
E) market differentiation

Accepted Answer

Market differentiation is a strategy in which two or more different groups of potential customers are identified and a separate marketing mix is developed to reach each group.

Question 2

To get our bodies into the physical shapes we imagine they could be, we know we need to exercise, but many of us worry about what we look like while we're exercising or want to exercise at odd times of the day when gyms are closed. Advertisers of home fitness gadgets costing between $200 and $1300 have taken particular advantage of these facts. They are using________segmentation.
A) geographic
B) life-style
C) product-use
D) usage-rate
E) psychological

Accepted Answer

The answer of To get our bodies into the physical...

Question 3

Nearly half of all new car purchases in the U.S. are made by women. To reach this segment, car manufacturers are adding adjustable brake and gas pedals to accommodate the fact that women are shorter than men. Car manufacturers are using________ segmentation.
A) demographic
B) behavioral
C) psychographic
D) geographic
E) psychological

Accepted Answer

The answer of Nearly half of all new car purchases...

Question 4

To forecast sales using ________, management can apply a flat percentage increase to last year's sales volume.
A) correlation analysis
B) past sales analysis
C) the direct-derivation method
D) linear programming
E) the Delphi method

Accepted Answer

The answer of To forecast sales using ________, management can...

Question 5

Some people use mouthwash to help prevent colds. Others use it to make their breath smell pleasant. Still others use it to help clean their teeth. Knowing this, the advertiser of mouthwash might most effectively use which of the following methods of segmentation?
A) demographic
B) age
C) personality
D) benefits desired
E) income level

Accepted Answer

The advertiser should use "benefits desired" segmentation because people use mouthwash for different reasons, such as preventing colds, freshening breath, or cleaning teeth. This method targets the specific benefits that consumers are seeking.

Question 6

According to psychologists, all of the following are examples of values that relate to purchase behavior EXCEPT:
A) self-actualization.
B) excitement.
C) self-respect.
D) security.
E) a sense of accomplishment.

Accepted Answer

Excitement is not a value that relates to purchase behavior.

Question 7

Canyon Gear designs sportswear for people who "know how utterly indescribable those moments when you're heart is beating from the surge of adrenaline can be." They want to appeal to the adventurer who is "at peace with his inner-most self."Canyon Gear uses________segmentation.
A) geographic
B) life-style
C) product-use
D) usage-rate
E) physiological

Accepted Answer

The answer of Canyon Gear designs sportswear for people who...

Question 8

Morning Glory Gateway is a popular chain of retail stores in South Korea. It has opened 150 stores around the world in areas where there are a lot of Korean immigrants. Koreans are the retail chain's:
A) business user.
B) target market.
C) sales potential.
D) market potential.
E) demographic mix.

Accepted Answer

The answer of Morning Glory Gateway is a popular chain...

Question 9

Land Rover is a European manufacturer of bicycles. It makes bikes especially designed for men and for women. It also makes bikes that are designed for city riding, mountain riding, and racing. By dividing the market for its bicycles into several small groups, it is engaging in:
A) market segmentation
B) market aggregation
C) diversification
D) market development
E) product development

Accepted Answer

Market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics. In this case, Land Rover is segmenting the market based on gender (men and women) and usage (city riding, mountain riding, and racing).

Question 10

If Whirlpool decided to target areas of the nation that receive 5 inches or less rain annually for its new washer that is designed to use at least seven gallons per load less than currently available washers, it would be an example of ________segmentation.
A) demographic
B) behavioral
C) usage-rate
D) geographic
E) psychographic

Accepted Answer

The answer of If Whirlpool decided to target areas of...

Question 11

New York Telephone segments its customers according to how much leisure calling they do. It distinguishes between "chatterboxes," young people who seem to live on the phone,And "balanced"Users, busy women who do not have time for idle chatter. New York Telephone uses________segmentation.
A) behavioral
B) geographic
C) demographic
D) gender
E) psychological

Accepted Answer

The answer of New York Telephone segments its customers according...

Question 12

Which of the following statements about a sales forecast is True?
A) A sales forecast is an estimate based on general factors and assumptions.
B) A sales forecast should be prepared before market potential and sales potential are Estimated.
C)Once the sales forecast has been prepared, it becomes the key controlling factor in all Operational planning throughout the organization.
D)Sales forecasts are always expressed in product units because of the dynamic nature of the Economic environment.
E) Sales forecasts typically have an error factor of at least 10 percent

Accepted Answer

The answer of Which of the following statements about a...

Question 13

Tower, Musicland, Wherehouse Entertainment, and Music Plus target urban adolescents and postadolescents. They all use________	segmentation.
A) demographic
B) behavioral
C) psychographic
D) geographic
E) psychological

Accepted Answer

The answer of Tower, Musicland, Wherehouse Entertainment, and Music Plus...

Question 14

The primary benefit inherent in a market aggregation strategy is:
A) its ability to cope with seasonal demand.
B) its ability to allow extensive market penetration into one segment.
C) the reduced need for innovation.
D) its cost minimization.
E) none of the above.

Accepted Answer

The answer of The primary benefit inherent in a market...

Question 15

For a segment to be chosen as a target market requires that:
A) the segment be measurable.
B) the segment be accessible through existing marketing institutions.
C) the segment be large enough to be profitable.
D) the data used to categorize each segment be available.
E) all of the above conditions exist.

Accepted Answer

The answer of For a segment to be chosen as...

Question 16

Frito-Lay produces Baked Lay's potato chips for the weight-conscious, Fritos for those who prefer corn chips to potato chips, Doritos for those who like tortillas, and Cheetos for those who like a cheesy taste and don't worry about calories. Frito-Lay uses:
A) market segmentation.
B) market aggregation.
C) diversification.
D) market development.
E) product development.

Accepted Answer

The answer of Frito-Lay produces Baked Lay's potato chips for...

Question 17

Which one of the following businesses would be most likely to use a past sales analysis to forecast sales?
A) a publisher of a new ecology-oriented magazine for children
B) an art gallery that specializes in finding and selling the work of new artists
C) a mobile home dealer in an economically depressed area
D) a hospital pharmacy in an efficiently operated hospital
E) a tourist hotel in Cairo, Egypt, that features cruises down the Nile River

Accepted Answer

A hospital pharmacy in an efficiently operated hospital would likely have consistent and predictable sales patterns, making past sales analysis a reliable method for forecasting future sales.

Question 18

If a woman wants to color her hair, there are many products to choose from; most of them are alcohol-based. In order to make use of a________strategy, Clairol developed the first water- based permanent color crème called Hydrience.
A) market development
B) product differentiation
C) product segmentation
D) product development
E) market differentiation

Accepted Answer

The answer of If a woman wants to color her...

Question 19

The use of executive judgment to forecast sales:
A) typically produces pessimistic forecasts.
B) is risky because the executives are giving answers based on their intuition.
C) is superior to other methods of forecasting sales.
D) should never be used when past sales analysis is feasible.
E) should never be used in combination with other sales forecasting methods.

Accepted Answer

Executive judgment in forecasting sales is risky because it relies on intuition, which may not always be accurate or based on comprehensive data analysis.

Question 20

The ad for Era laundry detergent portrays it as cheaper and just as effective at removing stains as any other brand of detergent. Its manufacturer Procter & Gamble is using a ________strategy to describe Era in relation to all its competitors.
A) market development
B) product penetration
C) positioning
D) diversification
E) targeting

Accepted Answer

The answer of The ad for Era laundry detergent portrays...

Quiz 6: Market Segmentation Targeting and Positioning

In the strategy of________, two or more different groups of potential customers are identified and a separate marketing mix is developed to reach each group.

Nearly half of all new car purchases in the U.S. are made by women. To reach this segment, car manufacturers are adding adjustable brake and gas pedals to accommodate the fact that women are shorter than men. Car manufacturers are using________ segmentation.

To forecast sales using ________, management can apply a flat percentage increase to last year's sales volume.

Some people use mouthwash to help prevent colds. Others use it to make their breath smell pleasant. Still others use it to help clean their teeth. Knowing this, the advertiser of mouthwash might most effectively use which of the following methods of segmentation?

According to psychologists, all of the following are examples of values that relate to purchase behavior EXCEPT:

Canyon Gear designs sportswear for people who "know how utterly indescribable those moments when you're heart is beating from the surge of adrenaline can be." They want to appeal to the adventurer who is "at peace with his inner-most self."Canyon Gear uses________segmentation.

Morning Glory Gateway is a popular chain of retail stores in South Korea. It has opened 150 stores around the world in areas where there are a lot of Korean immigrants. Koreans are the retail chain's:

Land Rover is a European manufacturer of bicycles. It makes bikes especially designed for men and for women. It also makes bikes that are designed for city riding, mountain riding, and racing. By dividing the market for its bicycles into several small groups, it is engaging in:

If Whirlpool decided to target areas of the nation that receive 5 inches or less rain annually for its new washer that is designed to use at least seven gallons per load less than currently available washers, it would be an example of ________segmentation.

New York Telephone segments its customers according to how much leisure calling they do. It distinguishes between "chatterboxes," young people who seem to live on the phone,And "balanced"Users, busy women who do not have time for idle chatter. New York Telephone uses________segmentation.

Which of the following statements about a sales forecast is True?

Tower, Musicland, Wherehouse Entertainment, and Music Plus target urban adolescents and postadolescents. They all use________ segmentation.

The primary benefit inherent in a market aggregation strategy is:

For a segment to be chosen as a target market requires that:

Frito-Lay produces Baked Lay's potato chips for the weight-conscious, Fritos for those who prefer corn chips to potato chips, Doritos for those who like tortillas, and Cheetos for those who like a cheesy taste and don't worry about calories. Frito-Lay uses:

Which one of the following businesses would be most likely to use a past sales analysis to forecast sales?

If a woman wants to color her hair, there are many products to choose from; most of them are alcohol-based. In order to make use of a________strategy, Clairol developed the first water- based permanent color crème called Hydrience.

The use of executive judgment to forecast sales:

The ad for Era laundry detergent portrays it as cheaper and just as effective at removing stains as any other brand of detergent. Its manufacturer Procter & Gamble is using a ________strategy to describe Era in relation to all its competitors.