Chapter 9 Quiz

________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

NOT - Geographic

_______ is an extreme form of a targeting strategy.

NOT - MACROMARKETING

When Mario complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Mario was a valued customer and to provide whatever service he requests. The branch management included Mario in its __________ segmentation.

NOT - PSYCHOGRAPHIC

The first step in the segmentation process is to

NOT - select a target market.

As it relates to positioning, a _________ displays the position of products or brands in the consumer's mind.

NOT - self-values map

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?

NOT - the average number of school-age children in families sending a child to the day care center

In the Circles for a Successful Value Proposition framework, the value proposition is represented by

NOT - the intersection between customer needs/wants and competitors' benefits.

Which of the following sis a main component of a value proposition?

NOT - the price of the product or service being offered

Marketers often create a special marketing mix for loyalty segments because these segments are

NOT - too large to service with ordinary targeting.

With access to the Internet nearly universal in the United States, many potential market segments have become more

REACHABLE

For each target market, Showall Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers

a clear, distinctive, and desirable understanding of their products relative to competing products.

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.

differentiated targeting

Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the United States, what segmentation method would probably be most useful in choosing new locations?

geodemographic segmentation

Canton's Canoes initially identified active retirees living in the retirement community nearby as one of its target markets. Canton's then tailored their service and marketing message to the interests and schedules of that audience. Canton's initially used ________ segmentation and then used ________ segmentation.

geodemographic; lifestyle

Automobile manufacturers could build cars specially designed for very short people (for example, under five feet), but it is likely that this segment

is not substantial.

Vittorio is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because

it is based on underlying motivations of target customers.

We often see advertisements touting a product as being made with natural ingredients or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

product attributes.

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment, so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education. What type of segmentation method was used to segment this market?

psychographics

Gerardo wants to develop an Internet-based auction business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Gerardo now has to

select a target market.

College students can be a less ________ market segment because students' media habits are quite diverse, and firms might have to use a wide variety of media to attract this segment.

substantial