Chapter 9: Ungraded Practice

T/F: For products like sugar or pepper, marketers should probably use an undifferentiated targeting strategy.

TRUE

T/F: It would be logical for bathing suit marketers to use geographic segmentation.

TRUE

T/F: Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

TRUE

When Curt's Catering first opened, the owner decided to target only events at resorts in its geographic region. Curt's Catering was using a(n) ________ targeting strategy. A. concentrated B. micromarketing C. benefit-driven D. differentiated E. undifferentiated

A. concentrated

The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation. A. geodemographic B. benefit C. psychographic D. loyalty E. geographic

A. geodemographic

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is A. responsive. B. identifiable. C. reachable. D. substantial. E. reactive.

A. responsive.

Suzanna is concerned that one of the potential market segments she has identified for her mobile veterinary service is too small and has too little income to have sufficient buying power. Suzanna is concerned with whether the segment is A. substantial. B. responsive. C. profitable. D. reachable. E. identifiable.

A. substantial.

Fiona is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following will specifically help her in this analysis? A. the number of children needing day care in the immediate area B. the number of sports programs available for teenagers C. the percentage of parents in the area who home school their children D. the average number of school-age children in families sending a child to the day care center E. the number of new births predicted in the next decade

A. the number of children needing day care in the immediate area

An engaged couple is meeting with a bakery to order their wedding cake. They want a cake that will represent their individual styles and tastes. Bakeries that cater to such unique requests are pursuing what kind of targeting strategy? A. macromarketing B. micromarketing C. benefit-based D. differentiated E. undifferentiated

B. micromarketing

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of ________ segmentation. A. geographic B. psychographic C. demographic D. benefits E. behavioral

C. demographic

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds. A. mass marketing analysis B. psychographic profile C. perceptual map D. loyalty timeline E. Tapestry analysis

C. perceptual map

Whenever Liam calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local businessperson and has been in business over 20 years. Liam is ________ his business relative to his competition. A. segmenting B. packaging C. positioning D. pricing E. targeting

C. positioning

Within a perceptual map, a(n) ________ represents where a particular market segment's desired product would lie. A. point of parity B. strategic target C. Tapestry cluster D. ideal point E. benefit centroid

D. ideal point

Sanjay is in the new marketing department of a midsized accessories company. He is working on the first marketing plan the firm has ever used. He has defined the mission and objectives, and he just finished a situation analysis for the firm. The next step is to A. develop an advertising plan to promote the upcoming sales. B. find marketing interns or hire new staff to help with implementation. C. create pro forma financial statements to complete the package. D. identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis. E. use the Internet, catalogs, and vendor information to draw up a list of new products.

D. identify and evaluate opportunities by conducting segmentation, targeting, and positioning analysis.

For products like pencils, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy. A. concentrated targeting B. lifestyle segmentation C. benefit segmentation D. undifferentiated targeting E. differentiated segmentation

D. undifferentiated targeting

"Why create a perceptual map?" asked Don. Andrea, the senior marketing manager, gave him four reasons. Which of the following are valid reasons? A. "It sets our company up for successful micromarketing in 10 years." B. "It shows how we should segment our market." C. "It develops an undifferentiated targeting strategy." D. "It's a way to show the position of the company throughout the product's life cycle." E. "We can easily show where we are positioned and how large the market is."

E. "We can easily show where we are positioned and how large the market is."

As it relates to positioning, a _________ displays the position of products or brands in the consumer's mind. A. segmentation map B. SWOT analysis C. geographic display D. self-values map E. perceptual map

E. perceptual map

T/F: NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation.

FALSE

T/F: The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation.

FALSE

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings. A. Processing B. Perceptualizing C. Positioning D. Proportioning E. Prospecting

C. Positioning