Question 1

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 marketing strategy did P&G use in this example?
A)product differentiation
B)product segmentation
C)market expansion
D)usage segmentation
E)psychographic segmentation

Accepted Answer

P&G used product differentiation by introducing a new flavor of Crest toothpaste to appeal to a different segment of the market (adults) while still maintaining the original formula for children.

Question 2

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:
A)to receive quick delivery of their merchandise.
B)to buy sustainable shoes,accessories,and clothing.
C)to shop online in the convenience of their own homes.
D)to allow for free returns of goods if dissatisfied.
E)to have a wide selection of shoes.

Accepted Answer

There is no evidence that Zappos' original target market was specifically interested in sustainable products. The other options are supported by the text.

Question 3

In Figure 9-1 above,"B" represents which stage of the market segmentation process?
A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Accepted Answer

The answer of In Figure 9-1 above,"B" represents which stage...

Question 4

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.
A)product repositioning
B)points of difference
C)market differentiation
D)product positioning
E)product differentiation

Accepted Answer

The definition given matches with the concept of product differentiation, which involves using different marketing mix actions to make a product seem superior to competitors in the eyes of consumers. Options A, C, and D are related concepts, but not an exact match to the definition given. Option B is a term used in brand positioning, but not a comprehensive marketing strategy.

Question 5

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.
A)demographic cluster
B)organizational buyer group
C)market segment
D)ultimate consumer group
E)qualified prospect group

Accepted Answer

A market segment consists of a group of consumers who share similar characteristics and have similar consumption behavior. Demographic clusters, organizational buyer groups, ultimate consumer groups, and qualified prospect groups may also share similar characteristics, but they do not necessarily have similar consumption behavior.

Question 6

A market-product grid refers to
A)a visual representation of all products offered within a specific product class.
B)a framework used to compare the relative market share of one firm's product offerings to those of its competitors.
C)a technique that seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.
D)a framework used to relate the market segments of potential buyers to products offered or potential marketing actions by an organization.
E)a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products.

Accepted Answer

A market-product grid is a tool that helps a firm relate the market segments of potential buyers to the products offered or potential marketing actions by an organization. This grid can help a firm identify areas of opportunity for new products or marketing efforts based on market segments that are currently underserved or untapped.

Question 7

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 has a unique formulation to relieve a specific malady that makes them more specialized than competing products.The maker of Alka-Seltzer is using
A)product variation.
B)product differentiation.
C)market sectioning.
D)product segmentation.
E)product base development.

Accepted Answer

The maker of Alka-Seltzer is using product differentiation by creating unique formulations for specific maladies, making their products more specialized than competing products.

Question 8

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.
A)market segments of potential buyers
B)marketing objectives of potential products
C)total anticipated revenue
D)total anticipated profit
E)market share of the closest competitor

Accepted Answer

A market-product grid is a tool used to categorize market segments and potential products or marketing actions by an organization. It helps to identify which products will appeal to which market segments, and which marketing strategies will be most effective for specific demographics. Therefore, the correct choice is market segments of potential buyers.

Question 9

Product differentiation refers to
A)a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs.
B)the unique combination of product benefits received by targeted buyers.
C)those characteristics of a product that make it superior to competitive substitutes.
D)a marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products.
E)the legal requirement that requires a specified degree of distinction between products to ensure an organization's intellectual property rights.

Accepted Answer

Product differentiation is a marketing strategy that involves a firm using different marketing mix actions (such as price, promotion, packaging, etc.) to help consumers perceive the product as being different and better than competing products. This differentiation can be based on tangible or intangible attributes, and it aims to create a unique selling proposition that distinguishes the product from others in the market. Thus, D is the best choice as it best describes the concept of product differentiation.

Question 10

The relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n)__________.
A)market segment
B)target market
C)customer base
D)ultimate consumer
E)preferred customer

Accepted Answer

A market segment is a relatively homogenous group of prospective buyers that results from the market segmentation process.

Question 11

In Figure 9-1 above,"A" represents which stage of the market segmentation process?
A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Accepted Answer

"Identify market needs" is the first stage of the market segmentation process, which involves understanding the wants and needs of potential customers in order to create a targeted marketing strategy.

Question 12

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' or market needs and
A)industry standards.
B)government regulations.
C)top-level management.
D)controllable environmental factors.
E)the organization's marketing program.

Accepted Answer

The process of market segmentation and target selection is a crucial step in designing an organization's marketing program. It helps the organization tailor its product, price, promotion, and distribution strategies to meet the specific needs and desires of the target market. The marketing program is developed to connect the identified market segments to the organization's offerings, resulting in a successful marketing approach that can ultimately increase sales and profits.

Question 13

In Figure 9-1 above,"C" represents which stage of the market segmentation process?
A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Accepted Answer

The answer of In Figure 9-1 above,"C" represents which stage...

Question 14

Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides
A)product segmentation.
B)market expansion.
C)product differentiation.
D)usage segmentation.
E)psychographic segmentation.

Accepted Answer

The feature of Siri in iPhone is an example of product differentiation, where the product offers unique and distinct features that set it apart from its competitors. It allows iPhone users to perform tasks hands-free, which is not currently available or accessible on other smartphones. Therefore, it creates a differentiation between iPhone and other smartphones, making it more attractive to consumers who value this feature.

Question 15

Which strategy involves a firm's using different marketing mix actions to help consumers perceive the product as being different and better than competing products?
A)points of difference
B)market differentiation
C)market penetration
D)product positioning
E)product differentiation

Accepted Answer

Product differentiation involves using different marketing mix actions to make consumers perceive the product as being different and better than competing products. Points of difference, market differentiation, market penetration, and product positioning may be related to product differentiation, but they do not specifically involve using different marketing mix actions to create a perception of superiority.

Question 16

A market-product grid is a framework to relate
A)total estimated expenses for each product sold to each market segment.
B)total anticipated revenue for each product-market segment combination.
C)total anticipated profit for each product sold to each market segment.
D)the market segments of potential buyers to relative market share compared to the closest competitor.
E)the market segments of potential buyers to products offered or potential marketing actions by an organization.

Accepted Answer

A market-product grid relates the market segments of potential buyers to products offered or potential marketing actions by an organization. It helps in identifying the most profitable market segments and products, as well as potential opportunities for growth and expansion. It is a valuable tool for marketers in developing effective marketing strategies and tactics.

Question 17

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.
A)self-regulatory industry standards
B)government regulations
C)top-level management
D)buyers' or market needs
E)controllable environmental factors

Accepted Answer

The process of segmenting a market and selecting specific segments as targets is aimed at identifying buyers' or market needs, which in turn guides the organization's marketing program. Self-regulatory industry standards, government regulations, top-level management, and controllable environmental factors may impact the marketing program, but they are not directly linked to the process of market segmentation and target selection.

Question 18

A market-product grid is a framework to relate the market segments of potential buyers to
A)estimated expenses for products sold.
B)products offered or potential marketing actions by an organization.
C)total anticipated revenue.
D)total anticipated profit.
E)market share of the closest competitor.

Accepted Answer

A market-product grid is a tool that helps organizations understand the products they offer (or plan to offer) and the market segments (or potential buyers) they serve. The grid allows an organization to map out which products are best suited for which market segments, based on factors such as demographics, needs, and behaviors of the buyers. It helps organizations focus their marketing efforts and resources on the most profitable segments and identify any gaps in their product offerings. Therefore, the best choice is B - products offered or potential marketing actions by an organization.

Question 19

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of
A)demographic clusters.
B)organizational buyers.
C)ultimate consumers.
D)market segments.
E)qualified prospects.

Accepted Answer

The phrase "relatively homogeneous collections of prospective buyers" is a common definition of market segments. Market segments are grouped together based on shared characteristics, behaviors, or needs. This allows companies to tailor marketing efforts and product offerings to specific groups, increasing the likelihood of success. Demographic clusters refer specifically to groups of people with similar sociodemographic traits, so while they may be a type of market segment, the broader term "market segment" is a better fit. Organizational buyers and qualified prospects are specific subsets of prospective buyers, but do not necessarily imply homogeneity. Ultimate consumers refers to individuals who purchase products for their own personal use, but does not necessarily imply homogeneity among them either.

Question 20

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.
A)payoff table
B)cross-tabulation
C)market-product grid
D)growth-share matrix
E)product differentiation table

Accepted Answer

The market-product grid is designed to show how each potential buyer segment can be related to each product offered or potential marketing action by an organization. The other options, while related to marketing analysis, do not specifically relate to the segmentation of potential buyers and their preferences.

Quiz 9: Market Segmentation, Targeting, and Positioning

Zappos' original target market customers consisted of people who wanted all of the following EXCEPT:

In Figure 9-1 above,"B" represents which stage of the market segmentation process?

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as __________.

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

A market-product grid refers to

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Product differentiation refers to

The relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) __________.

In Figure 9-1 above,"A" represents which stage of the market segmentation process?

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

In Figure 9-1 above,"C" represents which stage of the market segmentation process?

Apple's iPhone has a feature known as Siri that lets you use your voice to send messages,make calls,set reminders,and ask questions.This feature sets the smartphone apart from its competitors and thus provides

Which strategy involves a firm's using different marketing mix actions to help consumers perceive the product as being different and better than competing products?

A market-product grid is a framework to relate

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

A market-product grid is a framework to relate the market segments of potential buyers to

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.