Question 1

When marketers at P&G selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

Accepted Answer

A)   market segmenting
B)   undifferentiated targeting
C)   differentiation
D)   targeting
E)   positioningF) B) and C)
G) C) and E)

Question 2

The cosmetics giant L'Oreal offers several product lines at a variety of prices. It targets the luxury market with its brand Helena Rubinstein, while less expensive offerings such as Elseve are targeted to large department stores and discounters. Is this practice a differentiated targeting strategy or an undifferentiated targeting strategy? Explain your answer.

Accepted Answer

This company is implementing a...

Question 3

BMW allows customers to design their own vehicles from a set of options at BMW's website. What is this called?

Accepted Answer

This is ma...

Question 4

The direct cause of market fragmentation is the large number of new technological products introduced annually.

Accepted Answer

A) True 
 B)False

Question 5

A mass marketing approach involves more advertising costs than a target marketing approach does.

Accepted Answer

A) True 
 B)False

Question 6

Gamification refers to market segmentation using video gaming as a lifestyle.

Accepted Answer

A) True 
 B)False

Question 7

The group of American consumers born between 1979 and 1994 is often called ________.

Accepted Answer

A)   the baby bust
B)   the leading edge
C)   Generation Y
D)   tweens
E)   Generation XF) A) and D)
G) D) and E)

Question 8

Which statement is NOT true about the Hispanic American segment?

Accepted Answer

A)   The Hispanic American segment is becoming a less important segment to marketers.
B)   The Hispanic American segment is growing rapidly.
C)   Hispanic Americans tend to be brand loyal, especially to products made in their country of origin.
D)   Hispanic Americans are a relatively young segment.
E)   Hispanic American households are larger on average than other U.S. households.F) B) and C)
G) B) and D)

Question 9

Baby Boomers ________.

Accepted Answer

A)   were born between 1965 and 1978
B)   are currently in their 30s and 40s
C)   are important to marketers because of the size and wealth of the segment
D)   are 75 or older
E)   are the parents of Generation X, not Generation YF) B) and C)
G) D) and E)

Question 10

Using the strategy of ________, marketers give badges to reward consumers who have progressed through an application or activity.

Accepted Answer

A)   microtargeting
B)   concentrated targeting
C)   gamification
D)   perceptual mapping
E)   brand anthropomorphismF) A) and E)
G) C) and E)

Question 11

If Sam describes Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ________.

Accepted Answer

A)   VALS™ profiles
B)   target markets
C)   brand personalities
D)   NAICS classifications
E)   trade promotionsF) All of the above
G) D) and E)

Question 12

Technological and cultural advances contribute to market fragmentation.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT part of a target marketing strategy?

Accepted Answer

A)   dividing the market into segments based on customer characteristics
B)   identifying a market that is likely to buy a product
C)   selecting one or more segments as target markets
D)   developing a product to meet the needs of a specific market segment
E)   positioning a productF) A) and E)
G) A) and D)

Question 14

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Accepted Answer

A)   to more efficiently focus on customer relationship management
B)   to remove the need for positioning
C)   to move a product to the next stage of its product life cycle
D)   to take advantage of economies of scale
E)   to reach the underserved "bottom-of-the-pyramid" consumersF) D) and E)
G) C) and D)

Question 15

How do marketing organizations benefit from cultural diversity?

Accepted Answer

Marketing organizations that hire people...

Question 16

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Accepted Answer

A)   organizational psychographics
B)   organizational demographics
C)   organizational culture
D)   behavior variables
E)   usage variablesF) A) and B)
G) C) and D)

Question 17

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Accepted Answer

A)   Generation Y
B)   Generation X
C)   Baby Boomers
D)   Millennials
E)   Generation ZF) A) and E)
G) B) and D)

Question 18

How do marketers use the assumption that "birds of a feather flock together"?

Accepted Answer

Marketers have developed geodemography-a...

Question 19

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Accepted Answer

A) True 
 B)False

Question 20

In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher proportion of their income on non-discretionary items.

Accepted Answer

A) True 
 B)False

Exam 7: Segmentation, Target Marketing, and Positioning

The group of American consumers born between 1979 and 1994 is often called ________.

Correct Answer
verified

Using the strategy of ________, marketers give badges to reward consumers who have progressed through an application or activity.

Correct Answer
verified

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Correct Answer
verified

BMW allows customers to design their own vehicles from a set of options at BMW's website. What is this called?

Correct Answer
verified
This is ma...
View Answer

In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher proportion of their income on non-discretionary items.

Correct Answer
verified

Which statement is NOT true about the Hispanic American segment?

Correct Answer
verified

The direct cause of market fragmentation is the large number of new technological products introduced annually.

Correct Answer
verified

Baby Boomers ________.

Correct Answer
verified

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Correct Answer
verified

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Correct Answer
verified

Technological and cultural advances contribute to market fragmentation.

Correct Answer
verified

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Correct Answer
verified

When marketers at P&G selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

Correct Answer
verified

Which of the following is NOT part of a target marketing strategy?

Correct Answer
verified

How do marketing organizations benefit from cultural diversity?

Correct Answer
verified
Marketing organizations that hire people...
View Answer

Gamification refers to market segmentation using video gaming as a lifestyle.

Correct Answer
verified

A mass marketing approach involves more advertising costs than a target marketing approach does.

Correct Answer
verified

If Sam describes Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ________.

Correct Answer
verified

Correct Answer
verified
This company is implementing a...
View Answer

How do marketers use the assumption that "birds of a feather flock together"?

Correct Answer
verified
Marketers have developed geodemography-a...
View Answer

Exam 7: Segmentation, Target Marketing, and Positioning

The group of American consumers born between 1979 and 1994 is often called ________.

Correct AnswerverifiedShow Answer

Using the strategy of ________, marketers give badges to reward consumers who have progressed through an application or activity.

Correct AnswerverifiedShow Answer

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.

Correct AnswerverifiedShow Answer

BMW allows customers to design their own vehicles from a set of options at BMW's website. What is this called?

Correct AnswerverifiedThis is ma...View AnswerShow Answer

In comparison to trailing-edge Boomers, leading-edge Boomers spend a higher proportion of their income on non-discretionary items.

Correct AnswerverifiedShow Answer

Which statement is NOT true about the Hispanic American segment?

Correct AnswerverifiedShow Answer

The direct cause of market fragmentation is the large number of new technological products introduced annually.

Correct AnswerverifiedShow Answer

Baby Boomers ________.

Correct AnswerverifiedShow Answer

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing?

Correct AnswerverifiedShow Answer

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Correct AnswerverifiedShow Answer

Technological and cultural advances contribute to market fragmentation.

Correct AnswerverifiedShow Answer

Which of the following best explains why a company would adopt an undifferentiated targeting strategy?

Correct AnswerverifiedShow Answer

When marketers at P&G selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following?

Correct AnswerverifiedShow Answer

Which of the following is NOT part of a target marketing strategy?

Correct AnswerverifiedShow Answer

How do marketing organizations benefit from cultural diversity?

Correct AnswerverifiedMarketing organizations that hire people...View AnswerShow Answer

Gamification refers to market segmentation using video gaming as a lifestyle.

Correct AnswerverifiedShow Answer

A mass marketing approach involves more advertising costs than a target marketing approach does.

Correct AnswerverifiedShow Answer

If Sam describes Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThis company is implementing a...View AnswerShow Answer

How do marketers use the assumption that "birds of a feather flock together"?

Correct AnswerverifiedMarketers have developed geodemography-a...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This is ma...
View Answer

Correct Answer
verified

Correct Answer
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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
Marketing organizations that hire people...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This company is implementing a...
View Answer

Correct Answer
verified
Marketers have developed geodemography-a...
View Answer