Question 1

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.
A) fragmented
B) undifferentiated
C) concentrated
D) differentiated
E) customized

Accepted Answer

An undifferentiated targeting strategy, also known as mass marketing, involves targeting a broad spectrum of people with a single marketing mix. This approach assumes that all consumers have similar needs and wants, and that a single product or service can satisfy all of them.

Question 2

A(n) ________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product.
A) geocode
B) NAICS classification
C) segment profile
D) VALS™ type
E) PRIZM segment

Accepted Answer

A segment profile describes the characteristics of a specific group of customers, including their demographics, location, lifestyle information, and purchasing behavior. Geocode refers to a geographical coordinate system, NAICS classification is used to classify businesses by industry, VALS™ is a psychographic segmentation tool, and PRIZM segment is another form of segmentation based on demographic data. None of these options fully capture all of the details listed in the question.

Question 3

When Apple marketed its iPod to teens, it used a personality segmentation variable.

Accepted Answer

The answer of When Apple marketed its iPod to teens,...

Question 4

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three psychographic segmentation variables would you recommend using and why?

Accepted Answer

The answer of You work for a travel agency. Business...

Question 5

A viable target market should ________.
A) have needs that can adequately be served by the marketer
B) not be reachable by other organizations
C) have the same needs as similar-sized groups
D) be the most profitable possible target market
E) be the largest possible market

Accepted Answer

A viable target market should have needs that can adequately be served by the marketer. This ensures that the marketer can provide value to the target market and potentially generate revenue from them. The other options are not necessarily true: B assumes that other organizations cannot reach the target market, C assumes that similar-sized groups have the same needs, D assumes that the most profitable market is always the best choice (which may not be the case depending on the company's goals or values), and E assumes that larger markets are always better (which may not be true if the company's resources cannot adequately serve such a market).

Question 6

How might a marketer benefit most from using PRIZM?

Accepted Answer

The answer of How might a marketer benefit most from...

Question 7

How do marketing organizations benefit from cultural diversity?

Accepted Answer

The answer of How do marketing organizations benefit from cultural...

Question 8

Before selecting a targeting strategy, marketers should ________.
A) select media for an advertising campaign
B) develop segment profiles
C) compare target markets
D) implement a positioning strategy
E) finalize the marketing mix

Accepted Answer

Before selecting a targeting strategy, marketers should develop segment profiles to identify the characteristics and needs of potential customers within each segment. This information will then be used to determine which segment(s) to target and how to effectively reach and communicate with them.

Question 9

Tropicana Essentials Healthy Heart targets consumers who like orange juice and who also want extra vitamins but no sodium. Explain how Tropicana uses behavioral segmentation in this example.

Accepted Answer

The answer of Tropicana Essentials Healthy Heart targets consumers who...

Question 10

Describe several characteristics of Generation Y and Generation X that are important to marketers.

Accepted Answer

The answer of Describe several characteristics of Generation Y and...

Question 11

Which of the following is the process of evaluating and selecting the most viable market segment to enter?
A) segmentation
B) differentiation
C) targeting
D) market mixing
E) positioning

Accepted Answer

The process of evaluating and selecting the most viable market segment to enter is called targeting, which involves analyzing the potential profitability and attractiveness of each market segment, and choosing the one(s) that align best with the company's objectives and capabilities. Segmentation is the prior step of dividing the market into distinct groups of consumers with similar needs or characteristics, whereas differentiation refers to creating a unique value proposition that sets a brand apart from its competitors. Market mixing and positioning are related to the tactics of designing the marketing mix and communicating the brand's image and benefits to its target audience, respectively.

Question 12

Honor, a market researcher for a packaged goods company, is segmenting a population of consumers based on how frequently they buy different types of packaged goods. Honor is using behavioral segmentation.

Accepted Answer

Behavioral segmentation involves grouping consumers based on their behavior, such as how frequently they purchase a product or what types of products they buy. In this case, Honor is segmenting based on how often consumers purchase packaged goods, which is a behavior.

Question 13

A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day. The park also sells seasonal passes that can only be used on weekdays. What market segmentation is being implemented by the amusement park?

Accepted Answer

The answer of A large chain amusement park sells tickets...

Question 14

How has the education and income gap between husbands and wives changed?

Accepted Answer

The answer of How has the education and income gap...

Question 15

A marketing buzzword is metrosexual. What are some characteristics of a person who would be classified in this segment?

Accepted Answer

The answer of A marketing buzzword is metrosexual. What are...

Question 16

When the size and purchasing power of a target segment can be determined, the segment is ________.
A) measurable
B) accessible
C) substantial
D) differentiable
E) profitable

Accepted Answer

Measurable means the ability to quantify the size and/or purchasing power of a target segment, which is mentioned in the question. The other options - accessible, substantial, differentiable, and profitable - do not specifically address the ability to measure the size and purchasing power of a segment.

Question 17

Explain why the Hispanic American population is particularly important to marketers.

Accepted Answer

The answer of Explain why the Hispanic American population is...

Question 18

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

Accepted Answer

The answer of You work for a travel agency. Business...

Question 19

Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.

Accepted Answer

While it is true that children have limited influence over family purchases beyond toys and games, marketers do focus on consumers under the age of 12 through advertising and promotional campaigns targeted at parents and caregivers. This includes products such as children's clothing, food and beverages, personal care items, and educational materials.

Question 20

How do marketers use the assumption that "birds of a feather flock together"?

Accepted Answer

The answer of How do marketers use the assumption that...

Quiz 7: Segmentation, Target Marketing, and Positioning

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

A(n) ________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product.