Question 1

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Accepted Answer

A) True 
 B)False

Question 2

The elements of the marketing mix must match the ________.

Accepted Answer

A)  competitive advantage
B)  perceptual map
C)  selected segment
D)  indirect competition
E)  direct competitionF) C) and D)
G) B) and D)

Question 3

Perceptual maps are tools for identifying the positions of brands in consumers' minds.

Accepted Answer

A) True 
 B)False

Question 4

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

Accepted Answer

Instead of using mass advertis...

Question 5

Companies can customize online advertising by ________ so that people who log on in different places will see ad banners for local businesses.

Accepted Answer

A)  geotargeting
B)  geodemography
C)  geodiversity
D)  psychographics
E)  profilingF) A) and E)
G) A) and D)

Question 6

Age,gender,place of residence,and income are all examples of ________.

Accepted Answer

A)  segmentation variables
B)  positioning strategies
C)  market fragment strategies
D)  psychographics
E)  targeting strategiesF) A) and C)
G) D) and E)

Question 7

Which of the following is the most accurate generalization of Millennials?

Accepted Answer

A)  Many people in this segment seem determined to have stable families after growing up as latchkey children.
B)  Members of this generation are currently responsible for the majority of new start-up businesses in the United States.
C)  Members of this generation were born in the years immediately following the end of World War II.
D)  Members of this generation have more leisure time than members of other generations do.
E)  Members of this generation are more difficult to reach through television advertising than members of older generations are.F) B) and C)
G) C) and D)

Question 8

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Accepted Answer

Perceptual maps show consumer perception...

Question 9

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Accepted Answer

A) True 
 B)False

Question 10

________ is a term for men who are keenly interested in fashion,home design,gourmet cooking,and personal care.

Accepted Answer

A)  Tween
B)  Buster
C)  Metrosexual
D)  Bachelor
E)  SlackerF) A) and B)
G) A) and E)

Question 11

________ variables segment markets in terms of shared activities,interests,and opinions.

Accepted Answer

A)  Demographic
B)  Ethnographic
C)  Geodemographic
D)  Socioeconomic
E)  PsychographicF) A) and E)
G) B) and D)

Question 12

Which of the following most accurately describes PRIZM?

Accepted Answer

A)  a method of removing heterogeneous variables from a target market
B)  a method of data mining used to implement market development strategies
C)  a database that classifies the U.S.population into segments based on socioeconomic data and lifestyle attributes
D)  a database that classifies the international population into segments based on demographic and geographic characteristics
E)  a positioning strategy used in the introduction of new consumer productsF) A) and E)
G) B) and E)

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 amusement park is using be...

Question 14

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.

Accepted Answer

A)  efficiency;effectiveness
B)  effectiveness;efficiency
C)  investment;cost
D)  cost;investment
E)  positioning;scaleF) B) and D)
G) A) and D)

Question 15

Which of the following would be the best source for information about the size and number of companies operating in a particular industry in the United States?

Accepted Answer

A)  PRIZM
B)  AIO
C)  VALS™
D)  NAICS
E)  ISPF) C) and D)
G) B) and E)

Question 16

________ is a well-known system based on psychological traits that correlate with consumer behavior.It divides the entire U.S.population into segments and then sells pieces of this information to clients for specific strategic applications.

Accepted Answer

A)  VALS™
B)  Decitica
C)  AIO
D)  PRIZM
E)  NAICSF) A) and E)
G) B) and C)

Question 17

A perceptual map is used to ________.

Accepted Answer

A)  compare and contrast consumer psychographic segments
B)  create consumer cross-tabulations for marketing research
C)  locate consumers within a geographic information system
D)  determine how consumers position products in relation to one another
E)  identify the critical stage of the targeting process for the marketerF) B) and D)
G) B) and C)

Question 18

The majority of Generation Y consumers are unmarried.

Accepted Answer

A) True 
 B)False

Question 19

Of the following generations,which has the youngest members?

Accepted Answer

A)  baby boomers
B)  echo boomers
C)  Generation X
D)  Generation Y
E)  Generation ZF) A) and D)
G) B) and E)

Question 20

A mass marketing approach involves more advertising costs than a target marketing approach does.

Accepted Answer

A) True 
 B)False

Exam 7: Segmentation,target Marketing,and Positioning

________ variables segment markets in terms of shared activities,interests,and opinions.

Correct AnswerverifiedShow Answer

Age,gender,place of residence,and income are all examples of ________.

Correct AnswerverifiedShow Answer

________ is a term for men who are keenly interested in fashion,home design,gourmet cooking,and personal care.

Correct AnswerverifiedShow Answer

A perceptual map is used to ________.

Correct AnswerverifiedShow Answer

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Correct AnswerverifiedShow Answer

Perceptual maps are tools for identifying the positions of brands in consumers' minds.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedThe amusement park is using be...View AnswerShow Answer

Which of the following is the most accurate generalization of Millennials?

Correct AnswerverifiedShow Answer

________ is a well-known system based on psychological traits that correlate with consumer behavior.It divides the entire U.S.population into segments and then sells pieces of this information to clients for specific strategic applications.

Correct AnswerverifiedShow Answer

The elements of the marketing mix must match the ________.

Correct AnswerverifiedShow Answer

Which of the following would be the best source for information about the size and number of companies operating in a particular industry in the United States?

Correct AnswerverifiedShow Answer

Which of the following most accurately describes PRIZM?

Correct AnswerverifiedShow Answer

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Correct AnswerverifiedShow Answer

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

Correct AnswerverifiedPerceptual maps show consumer perception...View AnswerShow Answer

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.

Correct AnswerverifiedShow Answer

A mass marketing approach involves more advertising costs than a target marketing approach does.

Correct AnswerverifiedShow Answer

Companies can customize online advertising by ________ so that people who log on in different places will see ad banners for local businesses.

Correct AnswerverifiedShow Answer

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.

Correct AnswerverifiedInstead of using mass advertis...View AnswerShow Answer

Of the following generations,which has the youngest members?

Correct AnswerverifiedShow Answer

The majority of Generation Y consumers are unmarried.

Correct AnswerverifiedShow Answer

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The amusement park is using be...
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Perceptual maps show consumer perception...
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Marketers must balance the of mass marketing with the of offering each individual customer exactly what he wants.

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Instead of using mass advertis...
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