HW 7

D.cross-market

Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation. A.age-group B.occasion C.income D.cross-market E.Benefit

A.psychographic

Papillon, a popular retailer of chic women's clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market. A.psychographic B.occasion C.geographic D.benefit E.age and life-cycle

E.target market

A ________ consists of a set of buyers who share common needs or characteristics that the company decides to serve. A.distribution channel B.marketing channel C.customer franchise D.citizen-action group E.target market

D.demographic

A catalog retailer in the United States has identified African American professionals between the ages of 35 and 45 as a group of potential customers for its products. The retailer plans to direct its marketing efforts toward this group of consumers. Which of the following market segmentation variables did the catalog retailer most likely use? A.loyalty status B.user status C.usage rate D.demographic E.Psychographic

E.Stereotyping

A company selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in today's world. This is an example of ________. A.scapegoating B.positioning C.niche marketing D.cause marketing E.Stereotyping

False

A company will always choose the largest and fastest-growing segments as the most attractive for it to enter.

C.substantial

A market segment that is large enough or profitable enough to serve is ________. A.profitable B.differentiable C.substantial D.measurable E.Accessible

E.differentiated marketing

A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________. A.individual marketing B.concentrated marketing C.mass marketing D.cross-marketing E.differentiated marketing

B. individual marketing

A public relations firm tailors its advertising and promotional services according to the needs and preferences of specific customers. This exemplifies ________. A. segmented marketing B.individual marketing C.mass marketing D.trigger-based marketing E.concentrated marketing

B.segmentation by usage rate

A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United States. This is an example of ________. A. psychographic segmentation B.segmentation by usage rate C.occasion segmentation D.segmentation by loyalty status E.benefit segmentation

D.already contains many strong and aggressive competitors

A segment is less attractive if it ________. A.contains weak suppliers B.is substantial C.is difficult for new entrants to enter D.already contains many strong and aggressive competitors E.is actionable

True

A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

C.psychographic

An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation. A.income B.occasion C.psychographic D.geographic E.Benefit

E.Occasion

An Irish company that manufactures umbrellas and ponchos primarily targeting consumers during the winter months is using ________ segmentation. A.benefit B.geographic C.income D.psychographic E.Occasion

E.Political

Anchor Tractors focuses on selling its farm equipment in North America and Europe. It has not yet considered expanding into the Middle East. Which factor is likely most important in this decision regarding expansion? A.cultural B.personality C.demographic D.geographic E.Political

D.local marketing

Andrew Levitt runs a retail store in Norristown. Andrew's store stocks cold weather products as Norristown mostly has sub-zero temperatures. Which of the following is evident here? A.direct marketing B.segmented marketing C.concentrated marketing D.local marketing E.mass marketing

B.age and life-cycle

Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation. A.gender B.age and life-cycle C.psychographic D.geographic E.Benefit

True

Benefit segmentation requires finding the major benefits people look for in a product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit

C.spend more time identifying potential customers

Business information services such as Experian Marketing Services and Nielsen help marketers to ________. A.save significant amounts of money on shipping products B.learn more specific details from consumers about their products C.spend more time identifying potential customers D.segment people and locations into marketable groups of like-minded consumers E.expand their product offerings to interested clients and provide high-quality service to them

C.personal characteristics

Business marketers use geographic, demographic, benefit, user status, usage rate, and loyalty status to segment their markets. They also use ________, customer operating characteristics, purchasing approaches, and situational factors. A.ethical traits B.weather patterns C.personal characteristics D.budgets and financial status E.Psychographics

A.benefit segmentation

Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here? A.benefit segmentation B.age and life-cycle segmentation C.gender segmentation D.income segmentation E.geographic segmentation

A.companies need more information to offer the right products to the right customers

Companies know they cannot appeal to all buyers in the marketplace, or at least not in the same way. Reasons for this include all of the following EXCEPT ________. A.companies need more information to offer the right products to the right customers B.companies vary widely in their abilities to serve different market segments C.buyers are varied in their needs and buying practices D.buyers are too numerous E.buyers are widely scattered

C.degree of loyalty

Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________. A.benefit-seeking attitudes B.income C.degree of loyalty D.user status E.geographic location

B.demographic segmentation

Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here? A.psychographic segmentation B.demographic segmentation C.occasion segmentation D.geographic segmentation E.benefit segmentation

False

Demographic segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.

C.psychographic

Different soft drinks target different personalities. This is an example of ________ segmentation. A.life-cycle B.benefits C.psychographic D.demographic E.Occasion

D.economic factors

Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________. A.cultural factors B.legal factors C.geographic location D.economic factors E.political factors

C.differentiated marketing

GamaPix makes point-and-shoot cameras and handycams for amateur photographers and hobbyists. It also has a separate line of cameras dedicated to professional photographers. Additionally, it designs separate offers for each segment. Which of the following marketing strategies does GamaPix most likely use in this instance? A.individual marketing B.local marketing C.differentiated marketing D.mass marketing E.direct marketing

True

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines

False

Geographic segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

B.income

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach. A.benefit B.income C.occasion D.gender E.Geographic

false

In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.

B.usage rate

In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users. A.occasion B.usage rate C.user status D.benefits sought E.loyalty status

A.Anita, who recently had a baby

In the context of behavioral segmentation, who among the following is a potential user? A.Anita, who recently had a baby B.Peter, who recently changed his job C.Gina, who opened a dental clinic in Orange County D.Raj, who is planning a trip to Hawaii with friends E.Mary, who enrolled as a graduate student in a university last year

False

Inter-market segmentation refers to forming segments of consumers who have different needs and buying behaviors in a given geographical region.

D.undifferentiated marketing

Jean Malone, a market researcher, recently found that most people in Bradburg County purchase automobiles with predominantly functional designs and prefer darker colors. Which of the following marketing strategies should Jean most likely recommend to an automobile dealer interested in opening a dealership in Bradburg County? A.direct marketing B.segmented marketing C.one-to-one marketing D.undifferentiated marketing E.individual marketing

A.occasion segmentation

Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use? A.occasion segmentation B.psychographic segmentation C.geographic segmentation D.gender segmentation E.age and life-cycle segmentation

D.accessible

Market segments that can be effectively reached and served are ________. A.measurable B.profitable C.actionable D.accessible E.Substantial

B.when customers opt in to receive focused content

Market targeting can bring up concerns about privacy and abuse in all of the following ways EXCEPT ________. A.when marketing toward children B.when customers opt in to receive focused content C.when e-mails are personalized based on Internet searches by the customer D.when entertainment and commercial content blend E.when deceptive messaging is used

D.evaluating segment attractiveness and deciding how many and which segment(s) to serve

Market targeting is ________. A.marketing to buyers with separate marketing strategies or mixes B.dividing a market into distinct groups of buyers who have different needs and characteristics C.arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers D.evaluating segment attractiveness and deciding how many and which segment(s) to serve E.differentiating the firm's market offering to create customer value

B.political factors

Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________. A.socio-cultural factors B.political factors C.cultural factors D.geographic location E.economic factors

False

Marketers usually limit their segmentation analysis to only one major variable.

False

Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each

True

Psychographic segmentation divides buyers into different segments based on lifestyle or personality characteristics

E. undifferentiated marketing

Rex Steelworks makes steel sheets which the firm markets and sells to companies all over the world. Which of the following marketing strategies is most suitable for Rex Steelworks? A. local marketing B. individual marketing C. one-to-one marketing D. trigger-based marketing E. undifferentiated marketing

C.the segment does not match the company's long-run objectives

Several structural factors affect long-run segment attractiveness. These include all of the following EXCEPT ________. A.easy entry by new competitors B.strong and aggressive competitors C.the segment does not match the company's long-run objectives D.many substitute products E.power of buyers

B.undifferentiated

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy. A.segmented B.undifferentiated C.individual D.one-to-one E.Niche

A.intermarket segmentation

Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here? A.intermarket segmentation B.income segmentation C.psychographic segmentation D.gender segmentation E.occasion segmentation

True

The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.

True

The relative power of buyers affects segment attractiveness.

E.help companies more accurately price their products to appeal to key customer segments

Which of the following is NOT a benefit of using multivariable segmentation systems? A.help companies reach key customer segments more efficiently B.help companies tailor market offering to the needs of the key customer segments C.help companies identify key customer segments D.help companies better understand key customer segments E.help companies more accurately price their products to appeal to key customer segments

False

Through market targeting, companies divide large, diverse markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs

E.occasion segmentation

Tropicana promotes drinking orange juice at any time of day as a cool, refreshing drink. The market segmentation approach Tropicana is using is ________. A.benefit segmentation B.age and life-cycle segmentation C.behavioral segmentation D.gender segmentation E.occasion segmentation

E.Intermarket

Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries. A.occasion B.benefit C.demographic D.psychographic E.Intermarket

False

Using a segmented marketing strategy, a firm might decide to ignore market segment differences and target the whole market with one offer.

False

Using an undifferentiated marketing strategy, a firm decides to target several market segments and designs separate offers for each.

A.intermarket

Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation. A.intermarket B.income C.life-cycle D.psychographic E.Loyalty

B.local

When a company customizes its merchandise store by store to meet shopper needs, it is practicing ________ marketing. A.segmented B.local C.niche D.mass E.trigger-based

C.accessible

When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________. A.Competitive B.differentiable C.accessible D.actionable E.Measurable

A.market targeting

When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________. A.market targeting B.market diversification C.occasion segmenting D.product positioning E.local marketing

D.mass customization

When order requests come in, the designers of Titus Furniture often go to a client's location to note their requirements, budget, and expected date of delivery. In this way, Titus Furniture is successful in tailor-making products for its customers. This is an example of ________. A.market diversification B.trigger-based marketing C.undifferentiated marketing D.mass customization E.differentiated marketing

False

When segmenting by usage rate, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product

False

When segmenting by user status, markets are segmented into light, medium, and heavy product users

C.measurable

When the size, purchasing power, and profile of a market segment can be calculated, the market is ________. A.actionable B.profitable C.measurable D.substantial E.Competitive

True

When using a niche marketing strategy, a firm goes after a large share of one or a few smaller segments.

A.core competencies of competitors

Which of the following is LEAST relevant when a firm evaluates different market segments? A.core competencies of competitors B.segment size and growth C.company resources D.company objectives E.segment structural attractiveness

A.operating characteristics

Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets? A.operating characteristics B.usage rate C.loyalty status D.geographic location E.benefits sought

E.Ethical

Which of the following is NOT one of the major variables used in segmenting consumer markets? A.psychographic B.behavioral C.geographic D.demographic E.Ethical

C.the costs of doing business increase

Which of the following is a disadvantage of using a differentiated marketing strategy? A.quality control problems increase B.product safety decreases C.the costs of doing business increase D.customer loyalty is negatively impacted and difficult to obtain E.generates far lower sales compared to an undifferentiated marketing strategy

B.Local marketing increases manufacturing costs by reducing the economies of scale.

Which of the following is a drawback of local marketing? A.Local marketing cannot accommodate the needs of modern buyers who are technology savvy. B.Local marketing increases manufacturing costs by reducing the economies of scale. C.Local marketing requires specialization that is difficult to identify. D.Local marketing is not profitable for most small firms. E.Local marketing almost always results in brand dilution.

B.The smaller segments may be more profitable to the firm.

Which of the following is the reason a company may choose not to focus on the largest, fastest-growing segments? A.It may lack the physical and financial resources to serve larger segments. B.The smaller segments may be more profitable to the firm. C.The right size and growth characteristics don't match its goals. D.It may lack the skills to serve larger segments. E.The segments may be too competitive.

E.By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.

Which of the following is true about behavioral segmentation on the basis of the loyalty variable? A.Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not. B.Consumers tend to pay more for products that are targeted at their respective age group or generation. C.Completely loyal customers of a brand are typically loyal to two or three brands of a given product. D.Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable. E.By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.

E.Multiple segmentation bases help identify smaller, better-defined target groups.

Which of the following is true about multivariable segmentation systems? A.Marketers using multiple segmentation bases tend to ignore smaller markets. B.Multiple segmentation rarely involves the use of demographic data. C.Marketers often use multiple segmentation bases to control inflation. D.Multiple segmentation is ineffective in large markets. E.Multiple segmentation bases help identify smaller, better-defined target groups.

B.Companies that rely on a few segments for all of their business will suffer if a segment turns sour.

Which of the following is true about the concentrated marketing strategy? A.Concentrated marketing involves going after a small share of a large market. B.Companies that rely on a few segments for all of their business will suffer if a segment turns sour. C.Concentrated marketing is not profitable for most firms. D.Niche marketing involves few risks for most firms. E.The Internet has limited the use and benefits of niche marketing.

D.niche marketing

Which of the following marketing strategies is most suitable for smaller firms with limited resources? A.differentiated marketing B.mass marketing C.undifferentiated marketing D.niche marketing E.one-to-one marketing

D.user status

Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product? A.income status B.gender status C.loyalty status D.user status E.usage rates

C.values and attitudes

Which of the following refers to a cultural factor in the context of segmenting international markets? A.receptivity of foreign firms B.stability of the government C.values and attitudes D.population income levels E.economic development of the country

E.Demographic

Which of the following variables are the most popular for marketers to use in segmenting customer groups? A.ethical B.geographic C.behavioral D.psychographic E.Demographic

E.Concentrated

With a(n) ________ marketing strategy, a firm goes after a large share of one or a few smaller niches. A.differentiated B.individual C.local D.mass E.Concentrated

False

With technology advances making it simple to contact many customers at once, companies have moved toward mass marketing over target marketing

B.Positioning

_______ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A.Segmentation B.Positioning C.Differentiation D.Targeting E.Mass customization

A.Micromarketing

_______ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. A.Micromarketing B.Trigger-based marketing C.Mass marketing D.Differentiated marketing E.Concentrated marketing

D.Mass customization

_______ is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs. A.Local marketing B.Micromarketing C.Differentiated marketing D.Mass customization E.Product diversification

B.Differentiated

_______ marketing is more suited for products that vary in design. A.Local B.Differentiated C.Direct D.Individual E.Mass

E.Undifferentiated

_______ marketing is more suited for uniform products, such as grapefruit or steel. A.Niche B.One-to-one C.Trigger-based D.Local E.Undifferentiated

E. Local

_______ marketing tailors brands and promotions to the needs and wants of regional customer groups, such as cities, neighborhoods, and even specific stores. A.Individual B.Differentiated C.Undifferentiated D.Niche E.Local

B.Psychographic

_______ segmentation divides buyers into different segments based on lifestyle or personality characteristics. A.Benefit B.Psychographic C.Occasion D.Geographic E.Demographic

E. Psychographic

_______ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics. A.Geographic B.Occasion C.Benefit D.Demographic E.Psychographic

A.Gender

_______ segmentation has long been used in clothing, cosmetics, toiletries, and magazines. A.Gender B.Benefit C.Behavioral D.Geographic E.Occasion

D.Age

________ can be a poor predictor of a person's health, work or family status, needs, or buying power. A.Religion B.Education C.Ethnicity D.Age E.Occupation

B.Market targeting

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter. A.Differentiation B.Market targeting C.Market segmentation D.Mass customization E.Positioning

B.Differentiation

________ involves actually distinguishing the firm's market offering to create superior customer value. A.Diversifying B.Differentiation C.Market segmentation D.Mass customization E.Targeting

A.Market segmentation

________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. A.Market segmentation B.Mass customization C.Market targeting D.Positioning E.Differentiation

D.Undifferentiated marketing

________ refers to a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. A.Segmented marketing B.Individual marketing C.Local marketing D.Undifferentiated marketing E.Niche marketing

C.Benefit segmentation

________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it. A.Psychographic segmentation B.Gender segmentation C.Benefit segmentation D.Age and life-cycle segmentation E.Geographic segmentation

C.Geographic

________ segmentation assumes that nations close to one another will have many common traits and behaviors. A.Psychographic B.Benefit C.Geographic D.Occasion E.Demographic

A.Behavioral

________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product. A.Behavioral B.Psychographic C.Geographic D.Age and life cycle E.Gender

D.Differentiable

________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. A.Competitive B.Complex C.Homogeneous D.Differentiable E.Measurable