MRKT - CENGAGE QUIZ Ch.9 (Market Segmentation, Targeting, and Positioning)

d. Niche marketing and concentrated marketing are the same.

What is the relationship between niche marketing and concentrated marketing? a. Niche marketing is narrower in scope. b. Concentrated marketing is more expensive c. Niche marketing depends on new technologies. d. Niche marketing and concentrated marketing are the same.

d. business product.

When Andersen Windows purchases glass to make windows for consumers' homes, the glass is classified as a: a. consumer good. b. manufacturing good. c. raw material. d. business product.

d. brand loyalty segmentation.

When a hotel rewards frequent guests with points toward a free night's stay, the hotel is using: a. segmentation by benefits sought. b. psychographic segmentation. c. demographic segmentation. d. brand loyalty segmentation.

d. Hispanic

Which of the following ethnic groups is experiencing rapid growth in the United States? a. Russian b. Italian c. German d. Hispanic

d. resale.

A business product is used in the production of another item that is destined for: a. shipping overseas. b. remanufacturing. c. recycling. d. resale.

d. homogeneous

Market segmentation refers to the division of the total market into ______ groups. a. heterogeneous b. large c. diverse d. homogeneous

a. too small.

Marketers may decide against pursuing a potential market segment if the segment is: a. too small. b. dispersed across a wide geographic area. c. uncertified. d. involved.

a. benefits sought

Brady is looking to purchase a new car and since he enjoys car racing he's looking for a vehicle that he can drive on the road as well as on the track. If an automobile company were interested in marketing a vehicle to Brady, what type of behavior segmentation would be most appropriate? a. benefits sought b. brand loyalty c. usage rates d. lifestyle

d. behavioral

Brand loyalty segmentation is a form of ________ segmentation. a. psychographic b. usage-related c. socioeconomic d. behavioral

a. value

Dollar General has grown rapidly as consumers realize they can purchase name brand items at a lower price. Dollar General is using a _____ positioning strategy. a. value b. product attributes c. competitive d. product use

a. activities

Marketers utilize survey research to assess a consumer's _____, interests, and opinions to determine his or her lifestyle or psychographic profile. a. activities b. demographics c. income d. preferences

d. routinely

Retailers and wholesalers __________ use market segmentation. a. never b. could not c. should not d. routinely

d. It is efficient from a production viewpoint.

Which of the following is (are) true of a mass marketing strategy? a. It involves developing different marketing mixes for different segments. b. Because of its scope, it requires much larger production expenses than other approaches. c. It is much more common today than in the past. d. It is efficient from a production viewpoint.

a. lifestyle

Which of the following is NOT a form of behavioral segmentation? a. lifestyle b. benefits sought c. usage rates d. brand loyalty

d. concentrated

A boat manufacturer builds highly specialized vessels for companies in the fishing industry. Based on this information, the firm is using _______ marketing. a. undifferentiated b. differentiated c. business-to-business d. concentrated

d. demographic

A real estate developer divides its market for custom homes into three segments: newlyweds, families with children, and retirees. This developer is using _______ segmentation. a. family-based b. usage-based c. psychographic d. demographic

d. neighborhood.

All of the following are factors or variables important to marketers when using geographic segmentation except: a. market density. b. market size. c. climate. d. neighborhood.

a. family life cycle

Andy and Katie welcomed their first child on Labor Day and are excited about being 1st time parents. The last several months, they decorated the baby's room, purchased a crib and other furniture items, and bought diapers, wipes, and clothing for the baby. If a company were marketing these products, what type of demographic segmentation would be most appropriate? a. family life cycle b. age c. income d. gender

c. size. d. purchasing power.

As a basic requirement for effective market segmentation, the segment must present measurable: (Select all that apply). a. involvement. b. engagement. c. size. d. purchasing power.

a. psychographic

Beth has been riding horses since she was old enough to walk and competes in a variety of rodeo events. She's competed at the World Rodeo Association's high school rodeo and placed in the top 20 for barrel racing. She has been chosen as a model for a line of western apparel and receives a clothing allowance for hats, shirts, and jeans that she wears when competing at events. The clothing line also has a booth at most major rodeo events. What type of segmentation would be most effective for the western clothing line? a. psychographic b. demographic c. geographic d. behavioral

a. differentiated marketing

Chevrolet offers a variety of vehicles and utilizes a distinct marketing mix for each product. For example, its Colorado ZR2 is targeted to those who enjoy off-road adventures, the Volt and Bolt models appeal to consumers who want to minimize their use of gasoline, and the Corvette is a sporty and high performance vehicle. What type of strategy is Chevrolet using to reach these target markets? a. differentiated marketing b. undifferentiated marketing c. global marketing d. concentrated marketing

a. region

Christina is interested in using geographic segmentation because she believes her new fleece sports apparel will appeal to individuals living in the Midwest, Rocky Mountain states, and Northeastern United States. She believes these areas would be best due to the climate and lifestyle of the residents. Christina is using the _____ as a way to implement geographic segmentation of the market. a. region b. climate c. market size d. market density

d. provide satisfaction for more target markets.

Compared to concentrated marketing, a firm that practices differentiated marketing intends to: a. sell fewer products. b. develop more expertise in niche marketing. c. be more specialized in one industry. d. provide satisfaction for more target markets.

d. geographic, psychographic, and behavioral segmentation.

Demographic market segmentation is more common than: a. geographic segmentation, but not psychographic segmentation. b. psychographic segmentation, but not product-related segmentation. c. product-related and psychographic, but not geographic segmentation. d. geographic, psychographic, and behavioral segmentation.

a. ethnicity

Kanisha has a medium-dark complexion since her mother is of Hispanic ethnicity and her father is African American. She's been trying to find the right shade of foundation make-up to use and was excited to see a new brand called Black Up, created by an African American make-up artist to enhance the skin color of women who have darker skin tones. Black Up would likely benefit from utilizing _____ as a demographic segmentation variable. a. ethnicity b. income c. age d. family life cycle

d. climate

Malcolm is on vacation in Florida and visited a Dicks Sporting Goods store. He noticed that the store had more "beach" and water sports products than his store back home in Montana. He wondered about these differences and how the retailer made decisions about what products to offer in various locations around the country. Based on Malcolm's experience, what type of geographic segmentation is Dicks Sporting Goods using? a. region b. market density c. market size d. climate

d. value.

One of the advertising slogans successfully used by Michelin is "The Right Tire Changes Everything" and the consumers are willing to pay more for the Michelin brand. This is an example of positioning based on: a. competitors. b. product user. c. attributes. d. value.

d. demographic

The Dove brand of soaps and skin products promotes its line as being made for the needs of "real" women, meaning those with all types of body shapes and sizes. Based on this information, Dove uses ______ segmentation. a. physical b. product-related c. psychographic d. demographic

d. in consumers' minds.

The goal of positioning strategy is to place a product at a certain location: a. in stores. b. on shelves. c. in consumers' homes. d. in consumers' minds.

a. gender

Wahl Clipper Company introduced an electric shaver that includes a vacuum attachment, which captures virtually all of the hair when a customer is trimming his beard, or mustache. What type of demographic segmentation variable would be most effective for this product? a. gender b. income c. ethnicity d. age

a. survey research

What is the most common method used by marketers to develop psychographic profiles of a population? a. survey research b. observation research c. social media use analysis d. focus group research

a. psychographic

What type of segmentation differentiates population groups according to lifestyle factors or values, which are common to the group? a. psychographic b. geographic c. demographic d. behavioral

d. As household income increases, the percentage of income spent on products such as recreation and education increases.

Which of the following statements is true regarding income as a demographic segmentation variable? a. As household income decreases, the percentage of income spent on products such as recreation and education increases. b. Income is rarely utilized as a segmentation variable. c. As household income increases, the percentage of income spent on food products increases. d. As household income increases, the percentage of income spent on products such as recreation and education increases.

d. end-use segmentation.

a. segmentation by benefits sought. b. segmentation by consumer attributes. c. psychographic segmentation. d. end-use segmentation.

a. profitability

n a recent episode of Shark Tank, two entrepreneurs asked the sharks to invest in their company where they created bobble heads based upon photos of individuals, which were submitted via a website link. The sharks questioned whether anyone would purchase these items and that it would be difficult to recoup their investment since the costs to create the item were $29 and the retail price was $40. Which criterion for effective market segmentation were the sharks most concerned about? a. profitability b. segment size and purchasing power c. consistency with the firm's marketing capabilities d. promotional appeal

a. usage rates

Manufacturers of soft drinks such as Coca-Cola, Pepsi, and Mountain Dew sell the majority of their products to consumers who are "heavy users" and they recognize that approximately 20% of consumers account for 80% of their sales. What type of behavioral segmentation would be most appropriate for these soft drink brands to use? a. usage rates b. brand loyalty c. benefits sought d. lifestyle

a. climate

Marilyn relocated to Oklahoma City, Oklahoma from Chicago, Illinois and was happy to sell her snow blower before she moved. She also donated her heavy winter coats since the winter weather in Oklahoma is not as cold as the temperatures in Chicago. If a marketer were using geographic segmentation to market snow blowers or winter coats, what variable would be useful? a. climate b. region c. market density d. market size

c. benefits sought.

A chocolate marketer offers expensive boxes of candy to consumers who feel good about giving them as gifts, and inexpensive bags of candy to consumers who like to enjoy the sweets themselves. The marketer is segmenting based on: a. loyalty. b. 80/20 principle. A chocolate marketer offers expensive boxes of candy to consumers who feel good about giving them as gifts, and inexpensive bags of candy to consumers who like to enjoy the sweets themselves. The marketer is segmenting based on: a. loyalty. b. 80/20 principle. c. benefits sought. d. Pareto's Law.

d. differentiated

A homebuilder offers different designs for first-time buyers, growing families, and buyers over the age of 65. To meet the needs of the older buyers, for example, designs are for single-story houses equipped with handicapped-accessible fixtures; these designs are promoted in magazines targeted to retirees. For growing families, the homebuilder offers two-story houses with pools, promoting them in parenting magazines. This homebuilder is using ______ marketing. a. undifferentiated b. niche c. micromarketing d. differentiated

d. demographic

A maker of walk-in bathtubs targets its product to senior citizens. This firm is using ______ segmentation. a. psychographic b. risk-based c. product-related d. demographic

a. purchases of

A positioning map illustrates consumers' _______ competing products. a. purchases of b. valuation of c. loyalty to d. perceptions of

d. consumer goods.

Because Sue is a serious cook, she buys a brand of pots that are also sold in larger sizes to restaurants. Sue's pots would be classified as: a. business products. b. support products. c. hybrid products. d. consumer goods.

b. differentiated marketing, since it sells different structures to different markets.

Best Builders Group constructs homes for individual families and office buildings for commercial developers. BBG is using: a. undifferentiated marketing, since it only builds structures. b. differentiated marketing, since it sells different structures to different markets. c. concentrated marketing, since it concentrates only on families and office developers. d. niche marketing, since there are many larger markets for structures.

a. market density

Brandon was visiting Los Angeles, California over the summer and noticed several vendor representatives in the downtown area giving out product samples of new beverages and chewing gum. He had never seen this activity before and was intrigued as to why a company would invest money to do product sampling in a major city such as Los Angeles and focus on the downtown area for product sampling. He imagined that the area has a lot of people living and working in close proximity and there were a lot of people walking everywhere. What type of geographic segmentation might these companies utilize in deciding how to choose Los Angeles as a location for product sampling? a. market density b. market size c. climate d. region

a. psychographic

Burpee Seed Company offers seeds and plants to customers across the United States. They typically mail catalogs to customers in January so customers can place orders and receive their items in time to plant their spring gardens. Burpee often purchases lists of customers from magazines that feature gardening activities such as Home & Garden, Gardening Today, and House Beautiful. What type of segmentation would be most appropriate for Burpee Seed Company? a. psychographic b. demographic c. geographic d. behavioral

a. climate

Calloway is a major golf equipment brand and has decided to utilize the ______ variable of geographic segmentation and focus its marketing efforts on areas of the country where the temperature ranges from a low of 35 degrees to a high of 110 since these areas would allow individuals to golf virtually year round. a. climate b. region c. market size d. market density

a. market size

Cameron is interested in operating a franchise restaurant and exploring the best locations for his new business venture. He's always lived in Idaho but the largest city in Idaho is Boise with only 200,000 residents. However, in nearby Oregon, Portland has a population of 600,000 plus residents and is growing. Cameron thinks it's important to examine factors such as the number of people living in an area to determine the optimum location for his new business. What geographic segmentation variable is Cameron utilizing? a. market size b. market density c. climate d. region

d. for what purpose it is purchased.

Carpet can be a consumer good or a business product. A particular type would be categorized as one or the other based on: a. how much is purchased. b. the total cost of the purchase. c. where it is purchased. d. for what purpose it is purchased.

c. a forklift d. a pair of sneakers

Choose the product(s) unlikely to be sold to both consumer and business markets. a. carpet b. dishware c. a forklift d. a pair of sneakers

d. business product.

Crude oil is an example of a(n): a. automotive product. b. shopping product. c. consumer good. d. business product.

a. psychographic

Damien has always loved football and started playing in a pee wee league when he was seven years old. He played through high school and on an intramural team during college. Now, he's an avid fan of the NFL and subscribed to the NFL Sunday Ticket on www.nfl.com so he can watch all the games online or streaming through his smart TV. What type of segmentation would be most effective for the NFL to use for its Sunday Ticket subscription to attract viewers like Damien? a. psychographic b. demographic c. geographic d. behavioral

d. several

Firms practicing a differentiated marketing strategy will utilize ______ marketing mix(es). a. a single b. concentrated c. microtargeted d. several

a. the similarities between the firm's brand and competitive brands b. the position of the firm's brand on store shelves c. the characteristics of nonusers

For a firm using a positioning strategy, it would be a mistake to focus on which of the following? a. the similarities between the firm's brand and competitive brands b. the position of the firm's brand on store shelves c. the characteristics of nonusers d. the unique advantages of the firm's brand

a. business

Frito Lay is purchasing flavorings from a supplier for use in its production of snack products. In this case, the flavor products are classified as _____ products. a. business b. consumer c. manufacturing d. supply

a. brand loyalty

HP has a solid reputation for printers and strongly encourages its customers to utilize HP ink when replacing cartridges. If HP markets its ink toward consumers who also believe that original, HP ink is best for their printer, they would be using _____, a form of behavioral segmentation. a. brand loyalty b. brand insistence c. brand recognition d. brand dominance

a. undifferentiated marketing.

If a marketer targets all customers using a single marketing mix, they are using: a. undifferentiated marketing. b. differentiated marketing. c. concentrated marketing. d. global marketing.

a. manufacturer of consumer goods. b. retailer of consumer goods. c. wholesaler of consumer goods.

If a product is categorized as a consumer good, that means it is not intended for purchase by a(n): a. manufacturer of consumer goods. b. retailer of consumer goods. c. wholesaler of consumer goods. d. ultimate consumer.

d. business product.

If an item is purchased only for indirect use in the production of other items for resale, it is a(n): a. impulse good. b. shopping good. c. indirect usage product. d. business product.

a. region

Marketers often recognize that cultural differences impact consumer preferences for products and that certain cultural groups enjoy having access to their traditional food products. For example, in areas where large numbers of Hispanic or Asian customers live, grocery stores may offer a greater selection of products from Mexico, India, or China. What type of geographic segmentation could be utilized to help retailers determine whether or not they should offer these specialized products? a. region b. market size c. climate d. market density

d. empty nesters.

Married couples whose children are living on their own are known as: a. helicopter parents. b. nest builders. c. boomerangs. d. empty nesters.

a. psychographic

Max is the VP of Marketing for the Bass Pro Shops and interested in developing a promotional campaign to target individuals within a 200-mile radius of its retail outlets who enjoy boating, fishing, and hunting. What type of segmentation would be most appropriate for Bass Pro Shops to utilize in order to attract individuals who enjoy boating, fishing, and hunting? a. psychographic b. demographic c. geographic d. behavioral

a. business

Max is the owner of a metal fabrications company and purchases steel and aluminum, which are needed to make a variety of automobile parts. In this situation, the steel and aluminum purchased by Max are classified as _____ products. a. business b. consumer c. operation d. manufacturing

a. market size

One way to utilize geographic segmentation is to base decisions using the number of individuals who reside within a particular area, which is known as using _______ as a segmentation variable. For example, a company that manufactures and distributes kayaks might concentrate its marketing on a few states such as Texas, Florida, and California since they contain large numbers of people and have sizeable access to the coast, lakes, or rivers where kayaks could be utilized. a. market size b. market density c. region d. climate

d. incomes.

Psychographic segmentation considers all of the following consumer characteristics except: a. attitudes. b. values. c. lifestyles. d. incomes.

a. climate

Seattle and the coastal areas of the Pacific Northwest receive a lot of rain and most who live in the area have rain gear so they can enjoy outside activities. It's easy to find rain jackets, rain pants, and other items specifically designed to keep people dry so they can enjoy those outdoor activities. Retail outlets such as chain sporting goods retailers or big box retailers such as Target and WalMart likely utilize _____ as a geographic segmentation variable to offer rain protective clothing items. a. climate b. market density c. region d. market size

d. product attributes

Stephen Curry, two-time NBA champion has a line of basketball shoes with Under Armour and is marketed with the following statement, "Built to perform on the game's biggest stages, this shoe helped Stephen sweep his way through the first three rounds of the 2017 playoffs. It's made with breathable mesh to keep you feeling light on the court, and its flexible heel support wraps around the ankle to keep you locked in all game long." What type of positioning strategy is Under Armour using for this product? a. product use or application b. competitive c. value d. product attributes

d. undifferentiated

Sugar is the type of product that lends itself to a(n) ________ marketing strategy. a. differentiated b. concentrated c. micromarketing d. undifferentiated

a. market density

Tabitha is interested in earning extra money and has considered driving for Uber or Lyft. However, since she lives in a more rural area in the Midwest and most people own cars, the services are not currently available. It's likely that the companies are using the _____ variable of geographic segmentation to determine the best locations for their transportation services. a. market density b. market size c. climate d. region

a. consumer

Tamara enjoys shopping at Kohl's especially when she has a coupon and the store is offering its Kohl's cash. She recently purchased athletic shoes and socks for her son and these items can be classified as _____ products. a. consumer b. consumable c. business d. supply

a. psychographic

Tesla and other automobile manufacturers are interested in capturing market share for their electric and hybrid vehicles. Toyota noted that the first adopters of its Prius models were individuals who valued sustainability and cared about reducing their carbon footprint. Over the last few years, more and more individuals have become concerned about the use of fossil fuels and desire a more environmentally friendly automobile relying on electric or hybrid models. What type of segmentation would be most appropriate for Tesla and other auto manufacturers who wish to appeal to customers that are concerned about sustainability? a. psychographic b. geographic c. demographic d. behavioral

a. age

The American Eagle stores sell lifestyle clothing for men and women that's trendy and comfortable and are typically located in shopping malls. The typical customer is a teen or young adult who wears casual clothing such as jeans, t-shirts, or the occasional dress shirt. The store features the latest popular music and is brightly lit and has an invigorating and energetic vibe. Which demographic segmentation variable would be most effective for American Eagle to utilize? a. age b. ethnicity c. income d. gender

a. target

The _____ market is defined as the segment of consumers most likely to purchase a particular item. a. target b. optimum c. true d. ideal

a. birth rate

The _______ of Hispanic Americans is rising at a rate much higher than the national average, making this group important to marketers. a. birth rate b. purchasing volume c. loyalty d. buying power

a. market segmentation.

The division of the total market into smaller, relatively homogeneous groups is called: a. market segmentation. b. market opportunity. c. ideal marketing. d. cohesive marketing.

d. competitors.

The slogan used by Bounty Paper Towels is "The Quicker Picker Upper." This is an example of positioning based on: a. product user. b. product class. c. application. d. competitors.

d. product attributes.

The slogan used by the health insurance provider Blue Cross Blue Shield is "Experience. Wellness. Everywhere." This firm is using a positioning strategy based on: a. product user. b. product class. c. competitors. d. product attributes.

a. market density

U.S. Cellular is expanding its footprint in the United States and has decided to concentrate on large, metropolitan areas since a large number of people can be captured within a relatively small area. They are interested in building new retail stores in downtown areas where foot traffic is high and a large number of individuals live in condominiums or apartment buildings. Based on this information, U.S. Cellular is utilizing the _____ variable of geographic segmentation. a. market density b. region c. climate d. market size

d. product attributes.

United Airlines became well known for the slogan "Fly the Friendly Skies." This is an example of a positioning strategy based on: a. application. b. product user. c. product class. d. product attributes.

a. psychographic

Wendy grew up in the Northeast and is one of four sisters. Her grandmother and mother taught the girls to knit and she enjoys knitting items such as socks, sweaters, gloves, and hats. She typically knits while watching TV because it's relaxing and she feels productive even though she's enjoying her leisure time. Wendy typically purchases her yarn online or at a specialty yarn store in her local area. What type of segmentation would be most effective for yarn stores to utilize to attract customers like Wendy? a. psychographic b. demographic c. geographic d. behavioral

d. Undifferentiated marketing is synonymous with mass marketing

What is the relationship between undifferentiated marketing and mass marketing? a. Undifferentiated marketing is an updated version of mass marketing. b. Mass marketing is broader in scope. c. Undifferentiated marketing is more cost-efficient. d. Undifferentiated marketing is synonymous with mass marketing.