Download SMS, 4e – Chapter 7

A target market is a market segment that a
company directs marketing effort toward in
order to attract potential customers to buy its
products/services/ideas.
1. True
2. False
SMS, 4e – Chapter 7
A target market is a market segment that a
company directs marketing effort toward in
order to attract potential customers to buy its
products/services/ideas.
1. True
2. False
SMS, 4e – Chapter 7
The primary purpose of product positioning is
to:
1. identify new target segments
2. determine consumer needs
3. evaluate opportunities in the marketplace
4. convey benefits of the product
SMS, 4e – Chapter 7
The primary purpose of product positioning is
to:
1. identify new target segments
2. determine consumer needs
3. evaluate opportunities in the marketplace
4. convey benefits of the product
SMS, 4e – Chapter 7
Baby Boomers are described in a significant
dichotomy by marketers. These two groups
are:
1. married – not married
2. young – younger
3. younger – older
4. children – no children
SMS, 4e – Chapter 7
Baby Boomers are described in a significant
dichotomy by marketers. These two groups
are:
1. married – not married
2. young – younger
3. younger – older
4. children – no children
SMS, 4e – Chapter 7
If men tend to shop for suits alone, then it would
be foolish to put _________ in an ad to
motivate them to shop for this item.
1. other men shopping
2. their spouse or girlfriend
3. a woman sales clerk
4. a friend
SMS, 4e – Chapter 7
If men tend to shop for suits alone, then it would
be foolish to put _________ in an ad to
motivate them to shop for this item.
1. other men shopping
2. their spouse or girlfriend
3. a woman sales clerk
4. a friend
SMS, 4e – Chapter 7
Marketing segmentation is a strategy
for dividing a market into similar need
groups and meeting these needs with
unique and differentiable marketing
efforts.
1. True
2. False
SMS, 4e – Chapter 7
Marketing segmentation is a strategy
for dividing a market into similar need
groups and meeting these needs with
unique and differentiable marketing
efforts.
1. True
2. False
SMS, 4e – Chapter 7
Segmented marketing requires
targeting products to the specific needs
of well-defined customer groups.
1. True
2. False
SMS, 4e – Chapter 7
Segmented marketing requires
targeting products to the specific needs
of well-defined customer groups.
1. True
2. False
SMS, 4e – Chapter 7
The two main reasons for segmenting
by brand is to target actual purchasers
and to identify prospective purchasers.
1. True
2. False
SMS, 4e – Chapter 7
The two main reasons for segmenting
by brand is to target actual purchasers
and to identify prospective purchasers.
1. True
2. False
SMS, 4e – Chapter 7
VALS segmentation groups consumers
according to their values and norms.
1. True
2. False
SMS, 4e – Chapter 7
VALS segmentation groups consumers
according to their values and norms.
1. True
2. False
SMS, 4e – Chapter 7
Organizational buyers can be
segmented behaviorally by the
products they buy or the frequency with
which they buy.
1. True
2. False
SMS, 4e – Chapter 7
Organizational buyers can be
segmented behaviorally by the
products they buy or the frequency with
which they buy.
1. True
2. False
SMS, 4e – Chapter 7
When a company offers one basic product
without distinguishing between different
customer needs and characteristics, this is
known as:
1. mass marketing
2. market segmentation
3. benefit segmentation
4. behavioral segmentation
5. segmenting by consumer characteristics
SMS, 4e – Chapter 7
When a company offers one basic product
without distinguishing between different
customer needs and characteristics, this is
known as:
1. mass marketing
2. market segmentation
3. benefit segmentation
4. behavioral segmentation
5. segmenting by consumer characteristics
SMS, 4e – Chapter 7
A retail store that has one product, one price,
and a standard set of inflexible hours is
practicing:
1. market segmentation
2. product differentiation
3. mass marketing
4. normative marketing
SMS, 4e – Chapter 7
A retail store that has one product, one price,
and a standard set of inflexible hours is
practicing:
1. market segmentation
2. product differentiation
3. mass marketing
4. normative marketing
SMS, 4e – Chapter 7
If a winery that is noted for its “Cabernet” wines
branches off into other varieties like
“Chardonnay” and “Pinot Noir,” they are
probably practicing:
1. mass marketing
2. market segmentation
3. heterogeneous marketing
4. normative marketing
SMS, 4e – Chapter 7
If a winery that is noted for its “Cabernet” wines
branches off into other varieties like
“Chardonnay” and “Pinot Noir,” they are
probably practicing:
1. mass marketing
2. market segmentation
3. heterogeneous marketing
4. normative marketing
SMS, 4e – Chapter 7
When a soft drink company identifies a weight
watcher segment, this is an example of:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing
5. lifestyle segmentation
SMS, 4e – Chapter 7
When a soft drink company identifies a weight
watcher segment, this is an example of:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing
5. lifestyle segmentation
SMS, 4e – Chapter 7
A soft drink company that tries to determine the
characteristics of drinkers of caffeine-free
brands is engaged in:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing
5. lifestyle segmentation
SMS, 4e – Chapter 7
A soft drink company that tries to determine the
characteristics of drinkers of caffeine-free
brands is engaged in:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing
5. lifestyle segmentation
SMS, 4e – Chapter 7
When consumers are grouped according to
income, age, sex, or race, this is known as:
1. demographic segmentation
2. product-line segmentation
3. concentrated segmentation
4. lifestyle segmentation
5. personality segmentation
SMS, 4e – Chapter 7
When consumers are grouped according to
income, age, sex, or race, this is known as:
1. demographic segmentation
2. product-line segmentation
3. concentrated segmentation
4. lifestyle segmentation
5. personality segmentation
SMS, 4e – Chapter 7
When Chrysler/Jeep advertises four-wheel drive
cars to rural consumers, this is an example of:
1. differentiated segmentation
2. product-line segmentation
3. market-segment expansion
4. concentrated segmentation
SMS, 4e – Chapter 7
When Chrysler/Jeep advertises four-wheel drive
cars to rural consumers, this is an example of:
1. differentiated segmentation
2. product-line segmentation
3. market-segment expansion
4. concentrated segmentation
SMS, 4e – Chapter 7
The ability of a company to reach a segment
with media in order to deliver its advertising
messages is known as the segment’s:
1. demographics
2. accessibility
3. lifestyle
4. personality characteristics
5. behavioral orientation
SMS, 4e – Chapter 7
The ability of a company to reach a segment
with media in order to deliver its advertising
messages is known as the segment’s:
1. demographics
2. accessibility
3. lifestyle
4. personality characteristics
5. behavioral orientation
SMS, 4e – Chapter 7
Targeting one product to one segment is known
as:
1. differentiated marketing
2. product-line marketing
3. market-segment expansion
4. concentrated marketing
SMS, 4e – Chapter 7
Targeting one product to one segment is known
as:
1. differentiated marketing
2. product-line marketing
3. market-segment expansion
4. concentrated marketing
SMS, 4e – Chapter 7
A perceptual map allows marketers to
identify consumers’ perceptions of their
brand in relation to the competition.
1. True
2. False
SMS, 4e – Chapter 7
A perceptual map allows marketers to
identify consumers’ perceptions of their
brand in relation to the competition.
1. True
2. False
SMS, 4e – Chapter 7
In customer relationship management
(CRM), a customer’s value is based on
a single transaction.
1. True
2. False
SMS, 4e – Chapter 7
In customer relationship management
(CRM), a customer’s value is based on
a single transaction.
1. True
2. False
SMS, 4e – Chapter 7
The potential profit generated by a
single customer’s purchase of a firm’s
products over the customer’s lifetime is
the market share for that customer.
1. True
2. False
SMS, 4e – Chapter 7
The potential profit generated by a
single customer’s purchase of a firm’s
products over the customer’s lifetime is
the market share for that customer.
1. True
2. False
SMS, 4e – Chapter 7
CRM success depends upon how well
the company has implemented the
marketing concept.
1. True
2. False
SMS, 4e – Chapter 7
CRM success depends upon how well
the company has implemented the
marketing concept.
1. True
2. False
SMS, 4e – Chapter 7
When a marketing plan is implemented,
most likely repositioning will be
unnecessary.
1. True
2. False
SMS, 4e – Chapter 7
When a marketing plan is implemented,
most likely repositioning will be
unnecessary.
1. True
2. False
SMS, 4e – Chapter 7
A segmentation technique that combines
geography with demographics is:
1. VALS
2. behavioral segmentation
3. geodemography
4. psychodemographics
SMS, 4e – Chapter 7
A segmentation technique that combines
geography with demographics is:
1. VALS
2. behavioral segmentation
3. geodemography
4. psychodemographics
SMS, 4e – Chapter 7
A description of the “typical” customer in a
segmentation is a(n):
1. segment profile
2. undifferentiated targeting strategy
3. differentiated target
4. target market
SMS, 4e – Chapter 7
A description of the “typical” customer in a
segmentation is a(n):
1. segment profile
2. undifferentiated targeting strategy
3. differentiated target
4. target market
SMS, 4e – Chapter 7
Market fragmentation occurs when:
1. a larger market is divided into smaller pieces
2. the total market is divided into different segments
3. new products are developed to meet the needs of specific audiences
4. people’s diverse interests and backgrounds divide them into numerous
groups with distinct needs and wants
SMS, 4e – Chapter 7
Market fragmentation occurs when:
1. a larger market is divided into smaller pieces
2. the total market is divided into different segments
3. new products are developed to meet the needs of specific audiences
4. people’s diverse interests and backgrounds divide them into numerous
groups with distinct needs and wants
SMS, 4e – Chapter 7
The cosmetics company Hard Candy sells its funky
line of nail polish and other products only to “twentysomething” women. This is an example of:
1. concentrated targeting strategy
2. custom marketing strategy
3. mass customization
4. segment profile
SMS, 4e – Chapter 7
The cosmetics company Hard Candy sells its funky
line of nail polish and other products only to “twentysomething” women. This is an example of:
1. concentrated targeting strategy
2. custom marketing strategy
3. mass customization
4. segment profile
SMS, 4e – Chapter 7
The 80/20 rule affirms that:
1. 20 percent of purchases account for 80 percent of a product’s sales
2. 80 percent of consumers are unhappy 20 percent of the time
3. 20 percent of sales increase by 80 percent every year
4. For every 80 first time users of a product, only 20 will repeat buy
SMS, 4e – Chapter 7
The 80/20 rule affirms that:
1. 20 percent of purchases account for 80 percent of a product’s sales
2. 80 percent of consumers are unhappy 20 percent of the time
3. 20 percent of sales increase by 80 percent every year
4. For every 80 first time users of a product, only 20 will repeat buy
SMS, 4e – Chapter 7
The process of dividing a larger market
into smaller pieces based on one or more
distinctive, shared characteristics is called:
1. segmentation
2. segregation
3. fragmentation
4. separation
SMS, 4e – Chapter 7
The process of dividing a larger market
into smaller pieces based on one or more
distinctive, shared characteristics is called:
1. segmentation
2. segregation
3. fragmentation
4. separation
SMS, 4e – Chapter 7