Question 1

Figure 9-6
-an owner of a Wendy's fast-food restaurant located near a large urban university,you need to analyze your customers and determine which segmentation base and its associated variable(s) you will use to segment your target market.Which segmentation base and associated variable (s) should you use?

Accepted Answer

A)   psychographic: VALS and personality
B)   demographic: gender and age
C)   behavioral: students and nonstudents
D)   geographic: city and zip code
E)   transportation mode: car, bus, bike, tram/subway/light rail, and none (walking) F) B) and C)
G) C) and E)

Question 2

Figure 9-10
-Figure 9-10 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus after you've chosen the market segments to target and the product groupings to offer based on the market size estimates.The next step is to develop a simple marketing action to reach a target market.Assume students who live in dormitories or apartments on or near the campus cannot use student parking lots.Placing flyers under windshield wipers of cars parked in student parking lots on weekdays between 7:00 AM and 4:00 PM that offer a $2 off coupon on any meal during the fall quarter would be especially targeted at potential

Accepted Answer

A)   faculty customers.
B)   staff customers.
C)   day commuter customers.
D)   night commuter customers.
E)   nonstudent customers.F) A) and B)
G) B) and D)

Question 3

Which of the following statements regarding segmentation bases is most accurate?

Accepted Answer

A)   The identification of demographic variables is more objective than the identification of psychographic variables, which is more subjective.
B)   The identification of psychographic variables is more objective than the identification of demographic variables, which is more subjective.
C)   Marketers should use segmentation bases in this order to reduce potential costs: behavioral, demographic, psychographic, and geographic.
D)   Behavioral segmentation is based primarily on personality.
E)   Psychographic segmentation is based primarily on product features.F) A) and E)
G) A) and C)

Question 4

Figure 9-9
-Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Operations and production synergies and efficiencies run __________.

Accepted Answer

A)   horizontally across the rows
B)   vertically from top to bottom
C)   between full meals and snacks
D)   diagonally from top-left to bottom-right of a market-product grid
E)   both horizontally and vertically depending upon the marketing actionF) C) and D)
G) A) and E)

Question 5

Alamo,a car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Alamo likely segments its market by

Accepted Answer

A)   usage rate.
B)   benefits offered.
C)   demographics.
D)   geography.
E)   lifestyle.F) A) and E)
G) All of the above

Question 6

framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

Accepted Answer

A)   payoff table
B)   cross-tabulation
C)   market-product grid
D)   growth-share matrix
E)   product differentiation tableF) A) and B)
G) A) and C)

Question 7

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display product groupings in this manner?

Accepted Answer

A)   The groupings increase the number of market-product combinations on the market-product grid, which makes it a more manageable framework for subsequent analysis.
B)   This form of product groupings makes it easier for customers to get in and out of the store more quickly, creating time utility.
C)   The products are grouped so people can relate to them in a more meaningful way when they shop.
D)   Product groupings can be generated quantitatively to show which adhere to the 80/20 rule.
E)   Individual suppliers get preferential treatment based upon the number of different UPCs they provide in a given store.F) D) and E)
G) B) and C)

Question 8

Which strategy involves a firm's using different marketing mix activities to help consumers perceive the product as being different and better than competing products?

Accepted Answer

A)   points of difference
B)   market differentiation
C)   product differentiation
D)   market penetration
E)   product positioningF) B) and E)
G) A) and B)

Question 9

William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in small town communities that have less than 100,000 people.Thus,venues segmentation is a form of __________ segmentation.

Accepted Answer

A)   entertainment
B)   psychographic
C)   geographic
D)   usage rate
E)   buying conditionF) None of the above
G) A) and B)

Question 10

Figure 9-11
-perceptual map in Figure 9-11 above shows how various drinks are seen in the minds of adult consumers.Suppose a coffee producer wants to increase sales.As the account executive for the coffee producer's advertising agency,you want to create comparative ads showing that coffee presently is healthier (has higher nutrition) than which beverage?

Accepted Answer

A)   skinny lattes.
B)   fruit-flavored drinks.
C)   sugared soft drinks.
D)   sports drinks.
E)   milk shakes.F) A) and B)
G) B) and E)

Question 11

would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Accepted Answer

An organization would produce a single p...

Question 12

Explain the difference between marketing synergies and product synergies.

Accepted Answer

Synergy analysis seeks opportunities by ...

Question 13

would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Accepted Answer

Organizations may target different produ...

Question 14

graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Accepted Answer

A)   perception matrix.
B)   growth-share matrix.
C)   perceptual map.
D)   market-product grid.
E)   product differentiation chart.F) B) and C)
G) C) and D)

Question 15

Assume you are manager of The Outback Steak House,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and its (their)respective segmentation variable(s)you would use to segment the U.S.market and explaining why each the appropriate market segmentation strategy.

Accepted Answer

Students should choose from the segmenta...

Question 16

market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Accepted Answer

A)   market segments of potential buyers
B)   marketing objectives of potential products
C)   total anticipated revenue
D)   total anticipated profit
E)   market share of the closest competitorF) All of the above
G) C) and E)

Question 17

Kellogg's different types of cereals are each targeted at a different type of user.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one,but seems worthwhile if it adds to the manufacturer's sales revenues and profits,serves customers' needs better,and

Accepted Answer

A)   conforms to all FDA guidelines.
B)   creates economy of scale.
C)   doesn't reduce quality or increase price.
D)   decreases the cost of the physical plant.
E)   stabilizes the sales revenues and profits.F) A) and D)
G) B) and D)

Question 18

Figure 9-5
-According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Accepted Answer

A)   there are fewer numbers of them than any other segment.
B)   they represent the largest percentage of nonprospects.
C)   the usage index per person is highest for that segment.
D)   from a cost basis, they are the most easily identified user segment.
E)   they have the smallest consumption percentage.F) B) and E)
G) B) and D)

Question 19

According to the Apple market-product grid above,Apple would most likely get the LEAST market synergies from

Accepted Answer

A)   college staff.
B)   individuals and small home office users.
C)   medium/large businesses and college faculty.
D)   students, teachers, and college faculty.
E)   creative professionals.F) D) and E)
G) A) and B)

Question 20

key to effectively positioning a product or brand is discovering its perception in the minds of potential customers.To do this,companies take four steps: (1) __________; (2) discover how target customers rate competing products or brands with respect to these attributes; (3) discover where the company's product or brand is on these attributes in the minds of potential customers; and (4) reposition the company's product or brand in the minds of potential customers.

Accepted Answer

A)   decide whether to keep or delete the market segment that your product offering targets
B)   identify the competitors' brands that make up the consideration set
C)   identify the important attributes for the product or brand class
D)   create a marketing plan based on customers' perceptions
E)   identify market niches that were not previously selected during the market segmentation processF) C) and E)
G) A) and B)

Exam 9: Market Segmentation,Targeting,and Positioning

would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct Answer
verified
Organizations may target different produ...
View Answer

Explain the difference between marketing synergies and product synergies.

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display product groupings in this manner?

Correct Answer
verified

market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct Answer
verified

would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Correct Answer
verified
An organization would produce a single p...
View Answer

Alamo,a car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Alamo likely segments its market by

Correct Answer
verified

Correct Answer
verified

Which strategy involves a firm's using different marketing mix activities to help consumers perceive the product as being different and better than competing products?

Correct Answer
verified

graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct Answer
verified

framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Operations and production synergies and efficiencies run __________.

Correct Answer
verified

Correct Answer
verified
Students should choose from the segmenta...
View Answer

Correct Answer
verified

Which of the following statements regarding segmentation bases is most accurate?

Correct Answer
verified

Figure 9-5 -According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Correct Answer
verified

According to the Apple market-product grid above,Apple would most likely get the LEAST market synergies from

Correct Answer
verified

Exam 9: Market Segmentation,Targeting,and Positioning

would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Correct AnswerverifiedOrganizations may target different produ...View AnswerShow Answer

Explain the difference between marketing synergies and product synergies.

Correct AnswerverifiedSynergy analysis seeks opportunities by ...View AnswerShow Answer

Safeway displays the thousands of items it sells in aisles containing related items or product groupings.Examples would be the pet food aisle or the soft drink aisle.Why would Safeway display product groupings in this manner?

Correct AnswerverifiedShow Answer

market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct AnswerverifiedShow Answer

would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Correct AnswerverifiedAn organization would produce a single p...View AnswerShow Answer

Alamo,a car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Alamo likely segments its market by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which strategy involves a firm's using different marketing mix activities to help consumers perceive the product as being different and better than competing products?

Correct AnswerverifiedShow Answer

graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a

Correct AnswerverifiedShow Answer

framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 9-9 -Figure 9-9 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Operations and production synergies and efficiencies run __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedStudents should choose from the segmenta...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding segmentation bases is most accurate?

Correct AnswerverifiedShow Answer

Figure 9-5 -According Figure 9-5 above,heavy users are the most important segment to a fast-food restaurant because

Correct AnswerverifiedShow Answer

According to the Apple market-product grid above,Apple would most likely get the LEAST market synergies from

Correct AnswerverifiedShow Answer

Correct Answer
verified
Organizations may target different produ...
View Answer

Correct Answer
verified
Synergy analysis seeks opportunities by ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
An organization would produce a single p...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students should choose from the segmenta...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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