CH- 7 MARKET SEGMENTATION, TARGETING &POSITIONING; FOR COMPETITIVE ADVANTAGE Set-2

Question
26. The move toward individual marketing mirrors the trend in consumer _________.

a. backlash

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b. self-marketing.

c. dialog marketing

d. niche marketing

27. All of the following are considered to be major variables for segmenting markets

EXCEPT:

a. geographic variables.

b. trait variables.

c. demographic variables.

d. psychographic variables.

28. If a marketer attempts segmentation of a market by dividing the market into different

units based on nations, regions, states, counties, cities, or even neighborhoods, then

the marketer is practicing ____________ segmentation.

a. demographic

b. geographic

c. political

d. cartographic

29. When Campbell Soup makes Cajun gumbo soup for Louisiana and Mississippi and nacho cheese soup for Texas and California, it is practicing _______________ segmentation.

a. geographic

b. demographic

c. psychographic

d. behavioral variable

30.All of the following would be ways to segment within the category of psychographic segmentation EXCEPT:

a. social class.

b. occupation.

c. lifestyle.

d. personality.

31.All of the following would be ways to segment within the category of behavioral variable segmentation EXCEPT:

a. occasions.

b. user status.

c. loyalty status.

d. lifestyle.

32._______________ factors are the most popular bases for segmenting customer groups.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

33._________________ factors or variables are generally easier to measure than most of the other types of variables or factors.

a. Geographic

b. Demographic

c. Psychographic

d. Behavioral

34.Age is often a poor predictor of a person’s life-cycle, health, work, or family status.

Therefore, when using age and life-cycle segmentation, the marketer must guard

against:

a. stereotyping.

b. gender bias.

c. racial bias.

d. intellectual bias.

35. Proctor & Gamble joined a growing list of marketers who use __________

segmentation when they developed Secret, a brand specially formulated for a

woman’s chemistry.

a. geographic

b. income

c. benefit

d. gender

36. All of the following Web sites would be examples of sites wishing to make gender

segmentation appeals as their primary marketing segmentation strategy EXCEPT:

a. www.iVillage.com.

b. www.girlson.com.

c. www.playboy.com.

d. www.neimanmarcus.com.

37.___________________ is the process of dividing a market into different groups based on social class, lifestyle, or personality characteristics.

a. Gender segmentation

b. Behavioral segmentation

c. Psychological segmentation

d. Psychographic segmentation

38.Many marketers believe that ________________ are the best starting point for building market segments and programs.

a. behavioral variables

b. geographic variables

c. demographic variables

d. psychographic variables

39. “Coke in the morning” is an attempt to segment according to which of the following?

a. gender segmentation

b. psychographic segmentation

c. benefit segmentation

d. occasion segmentation

40. The orange juice manufacturers know that orange juice is most often consumed in the mornings. However, they would like to change this and make the drink acceptable for other time periods during the day. Which form of segmentation would they need to work with to establish a strategy reflective of their desires?

a. gender segmentation

b. benefit segmentation

c. occasion segmentation

d. age and life-cycle segmentation

41.When companies market products on the basis of what the product’s attributes will do for a given segment of consumers, they are using a powerful form of behavioral segmentation known as:

a. occasion segmentation.

b. benefit segmentation.

c. user status segmentation.

d. usage rate segmentation.

42.If people that take cruise ship vacations do so because of “gambling,” “fun,” or “for adventure or educational purposes,” then it is possible to segment this market based on what might be called:

a. psychographic segmentation.

b. benefit segmentation.

c. demographic segmentation.

d. gender segmentation.

43. A marketing firm classifies customers as nonusers, ex-users, potential users, first-

time users, and regular users. Which of the following classifications is the firm most

likely using to segment its market and devise strategies for selling its products and

services?

a. user status

b. user rate

c. loyalty status

d. benefit status

44. One of the most promising developments in multivariable segmentation is called _________________, where a host of demographic and socioeconomic factors are used.

a. terragraphic segmentation

b. fermagraphic segmentation

c. geothermal segmentation

d. geodemographic segmentation

45.All of the following are major variables that can be used to segment business markets

EXCEPT:

a. operating characteristics.

b. psychographics.

c. demographics.

d. situational factors.

46.____________________ is forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.

a. External segmentation

b. International segmentation

c. Intermarket segmentation

d. Enriched segmentation

47.When Mercedes-Benz targets the world’s well-to-do, regardless of their country, they are most likely following a segmentation strategy called:

a. external segmentation.

b. international segmentation.

c. enriched segmentation.

d. intermarket segmentation.

48.Clearly, there are many ways to segment markets. However, not all segmentations are effective or successful. To be useful, market segments must have all the following characteristics EXCEPT being:

a. measurable.

b. plausible.

c. accessible.

d. actionable.

49.It is a fact that there are 32.5 million left-handed people in the United States. However, most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most likely to apply in this case?

a. actionable

b. substantial

c. differentiable

d. measurable

50.Knowing the size, purchasing power, and profiles of a market segment are all part of which of the following characteristics?

a. substantiality

b. measurability

c. actionability

d. accessibility

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