1 Show Which of the following statements about market segmentation is true? Page: 213 2 Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________. Page: 213 3 The process of selecting one or more market segments to enter is called ________. Page: 213 4 A ________ consists of a group of customers who share a similar set of needs and wants. Page: 214 5 Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. Page: 214 6 When Nike attempts to get close to its
customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats? Page: 214 7 Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________. Page: 214 8 If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation. Page: 214 9 If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________. Page: 215 10 Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he
wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________. Page: 215
11 If a marketing researcher uses such names (categories) as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using ________ clusters. Page: 215 12 Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and
preschooler. Page: 216 13 According to PRIZM, the ________ cluster is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowners that married late, and are still raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles. Page: 216 14 According to PRIZM, the ________ cluster is characterized by educated, midscale, and multiethnic, urbane couples in America's fast-growing cities. Concentrated in a handful of metros such as Las Page: 216 15 According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars-from juice to coffee to microbrew. Page: 216 16 According to PRIZM, the ________ cluster is characterized by retired singles and couples, living on downscaled incomes in pre-1960 homes and apartments, who enjoy gardening, sewing, socializing at veterans clubs, and eating out at casual restaurants. Page: 216 17 Those who favor localized marketing see national advertising as wasteful
because ________. Page: 216 18 Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________
segment. Page: 217 19 Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika? Page: 217 20 ________ are products such as Kiehl's skin care and
Kendall-Jackson wines that are priced between average middle-market and superpremium old luxury brands and are also based on emotions. Page: 218 21 ________ are products such as the Mercedes Benz C-class and the American Express Blue card, that Page: 218 22 Which of the following statements about Gen Yers is true? Page: 219 23 Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y. Page: 220 24 If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market. Page: 220 25 As part of an antismoking crusade, the
American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y. Page: 221 26 Which of the following statements about Gen Xers is true? Page: 221 27 Which of the following statements accurately describes what demographers are calling the "boom-boom effect"? Page: 221 28 ________ is the science of using psychology and demographics to better understand consumers. Page: 225 29 According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services. Page: 226 30 According to the VALS segmentation system,
________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers. Page: 226 31 According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________. Page: 226 32 Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________. Page: 226 33 Mature and reflective people who seek durability, functionality, and value in
products are most likely to be categorized as ________ in the VALS system. Page: 226 34 A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category. Page: 227 35 According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands. Page: 227 36 According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained.
They favor stylish products that emulate the purchases of those with greater material wealth. Page: 227 37 According to the VALS segmentation system, ________ are conservative, conventional, and traditional Page: 227 38 Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing? Page: 227 39 The key to attracting potential users, or even possibly nonusers, is ________. Page: 228 40 The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of
________. Page: 228 41 Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently Page: 228 42 When Amy goes shopping for clothes, she goes into every store in the mall looking for the best deal. She Page: 228 43 Mothers-to-be are
potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________. Page: 228 44 If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among
the ________. Page: 228 45 Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________. Page: 228 46
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own. Page: 228 47 A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can Page: 228 48 If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important? Page: 230 49 In segmenting its markets, an aluminum
company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________. Page: 230 50 A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.
Page: 230 51 A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task? Page: 230 52 A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task? Page: 230 53 A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk. Page: 230 54 A marketer interested in segmenting a business market based on ________ intends to
eventually segment the market based on power structure and nature of existing relationship. Page: 230 55 A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality. Page: 230- 231 56 During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem? Page: 231 57 If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process. Page: 231
58 In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access. Page: 231 59 In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors
make each needs-based segment distinct and identifiable. Page: 231 60 A ________ consists of two parts: a naked solution and discretionary options. Page: 231 61 According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. Page: 231 62 Anderson and Mervin have urged marketers to present flexible market offerings to all members of a segment. A flexible
market offering consists of two parts. Which part contains the product and service elements that all segment members value? Page: 231 63 If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which
of the following steps of the segmentation process? Page: 231 64 In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________. Page: 232 65 To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments. Page: 232 66 If married and unmarried women
respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments. Page: 232 67 Which of the following statements is true about the five forces identified by Michael Porter, that Page: 232 68 In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer. Page: 233 69 If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. Page: 233 70 In ________ marketing, the firm operates in several market segments and designs different products for each segment. Page: 233 71 General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and
personality. This is an example of ________ marketing. Page: 233 72 Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a single sized Page: 233 73 Marketers usually identify niches by ________. Page: 234 74 ________ combines operationally driven mass customization with customized marketing in a
way that empowers consumers to design the product service offering of their choice. Page: 234 75 Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________. Page: 234 76 All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion. Page: 234 77 When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________. Page: 234 78 Which of the following best represents the chief advantage of pursuing a selective
specialization multisegment strategy? Page: 234 79 The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________. Page: 234 80 With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group. Page: 234 81 Effective target marketing requires that marketers use market segmentation, market targeting, and market positioning to achieve success in the marketplace. Page: 213 82 A market segment consists of a group of consumers who share a similar set of needs and wants. Page: 214 83 Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics. Page: 214 84 Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments. Page: 215 85 Local marketing reflects a growing trend called macromarketing. Page: 214 86 A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach. Page: 216 87 Beltway Boomers are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe. Page: 216 88 Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure. Page: 216 89 Life stage defines a person's age. Page: 217 90 Income always predicts the best customers for a given product. Page: 218 91 Members of the same generational cohort share the same major cultural, political, and economic experiences and have similar outlooks and values. Page: 219 92 Baby boomers are consumers who have been "wired" almost from birth—playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones. Page: 219 93 Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort. Page: 220 94 Unlike the more optimistic, team-oriented Gen Xers, Gen Yers are more pragmatic and individualistic. Page: 221 95 Baby boomers are also less likely to associate retirement with "the beginning of the end" and see it instead as a new chapter in their lives with new activities, interests, careers, or even relationships. Page: 221 96 The norms, language nuances, buying habits, and business practices of multicultural markets need to be factored into the initial formulation of a marketing strategy, rather than added as an afterthought. Page: 222 97 Psychographics is the science of using psychology and demographics to better understand consumers. Page: 225 98 People in the same demographic group generally exhibit similar psychographic profiles. Page: 226 99 The main dimensions of the VALS
segmentation framework are consumer motivation and consumer Page: 226 100 In the VALS segmentation system, thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem. Page: 226 101 Everyone who buys a given product wants the same benefits from it. Page: 227 102 Believers favor stylish products that emulate the purchases of those with greater material wealth. Page: 227 103 Heavy users of a particular product are often a small percentage of the market but account for a high percentage of total consumption. Page: 228 104 With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal. Page: 228 105 Hard-core loyals can show the firm which brands are most competitive with its own. Page: 228 106 Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter. Page: 229 107 Purchasing approaches segmentation variables in the business marketplace include technology, user and nonuser status, and general purchasing policies. Page: 230 108 Situational factor segmentation variables in the business marketplace include urgency, specific application, and size of order. Page: 230 109 The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies. Page: 231 110 To be useful, market segments must be measurable. Page: 231 111 With respect to market offerings, if a marketer emphasizes a naked solution, he or she is emphasizing the product and service elements that all segment members value. Page: 231 112 The most attractive segment is one in which entry barriers are low and exit barriers are high. Page: 232 113 A segment is attractive when there are actual or potential substitutes for the product. Page: 232 114 A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied. Page: 232 115 An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers. Page: 233 116 An attractive niche consists of customers having a distinct set of needs. Page: 234 117 The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing." Page: 234 118 Companies following a market specialization strategy offer one product to as many markets as possible. Page: 234 119 A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis. Page: 235 120 All attempts to target marketing to children, minorities, or other special segments are discriminatory and unethical. Page: 236 In which category are the readiness stage and attitude toward product a major segmentation variable?Readiness stage and attitude towards product are major segmentation variable in which category? Explanation: Behavioral segmentation refers to a process in marketing which divides customers into segments depending on their behavior patterns when interacting with a particular business or website.
What are the major segmentation variables?What are the four segmentation variables? The four segmentation variables are the basic factors that marketers use to determine their segmentation strategy. The four variables include geographic, psychographic, demographic, and behavioral traits.
What are the 4 main segmentation variables?Demographic, psychographic, behavioral and geographic segmentation are considered the four main types of market segmentation, but there are also many other strategies you can use, including numerous variations on the four main types.
In which category income education and occupation are major segmentation variables?Demographics include factors like age, gender, occupation, income, and education.
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Readiness stage and attitude towards product are major segmentation variable in which category
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