Question 1

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted people who hold Libertarian political beliefs and listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

Accepted Answer

A)  mass market
B)  post hoc
C)  psychographic
D)  geodemographicE) None of the above
F) A) and B)

Question 2

A firm introduces a new television set with the latest plasma display technology.It decides to target consumers who are most receptive to new ideas and technologies.Which of the following groups of consumers should the firm target according to the VALS™ framework?

Accepted Answer

A)  Makers
B)  Survivors
C)  Innovators
D)  ThinkersE) B) and D)
F) A) and B)

Question 3

According to the VALS™ framework,consumers driven by knowledge and principles are motivated primarily by _____.

Accepted Answer

A)  ideals
B)  achievement
C)  self-expression
D)  successE) C) and D)
F) A) and D)

Question 4

According to the VALS™ model,Strivers are:

Accepted Answer

A)  driven by knowledge and principles.
B)  driven to demonstrate success.
C)  driven by a desire for social or physical activity.
D)  driven by a desire for risk taking.E) B) and C)
F) A) and B)

Question 5

_____ segmentation refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then the size of each of these groups and their demographic and psychographic profiles are determined.

Accepted Answer

A)  Post hoc
B)  Empirical
C)  Benefit
D)  PsychographicE) A) and B)
F) A) and C)

Question 6

According to the VALS™ model,Experiencers are:

Accepted Answer

A)  driven by the level of resources and innovation.
B)  driven by knowledge and principles.
C)  driven to demonstrate success.
D)  driven by a desire for social or physical activity.E) A) and B)
F) A) and C)

Question 7

According to the VALS™ framework,consumers who are classified as _____ are predictable,and they choose familiar products and established brands.

Accepted Answer

A)  Strivers
B)  Makers
C)  Believers
D)  ExperiencersE) None of the above
F) All of the above

Question 8

In the context of bases for segmentation,which of the following is a difference between psychographic segmentation and benefit segmentation?

Accepted Answer

A)  Psychographic segmentation attempts to measure consumer value systems,whereas benefit segmentation attempts to segment markets based on the degree to which consumers are innovative.
B)  Psychographic segmentation focuses on consumer lifestyles,whereas benefit segmentation focuses on the advantages sought by the consumer.
C)  Psychographic segmentation is clearly a market-oriented approach,whereas benefit segmentation is clearly a product-oriented approach.
D)  Psychographic segmentation is used to keep track of any changes in a market that might affect marketing strategy,whereas benefit segmentation is used to better focus elements of the marketing mix.E) C) and D)
F) A) and C)

Question 9

Identify the step in the market segmentation process that involves focusing on a product's superiority to competitive products based on one or more attributes.

Accepted Answer

A)  Determining the consumer's needs and wants
B)  Deciding the segmentation strategy
C)  Designing the marketing mix strategy
D)  Developing the product positioning planE) All of the above
F) B) and C)

Question 10

MicroBionics is a firm that manufactures digital hearing aids which,unlike analog hearing aids,can be programmed to reduce external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.The baby boomer segment is a target market for the company.One challenge that the company faces is competing with another well-established brand called BelTone.In this case,which of the following steps in the market segmentation process has MicroBionics completed?

Accepted Answer

A)  Development of the product positioning strategy
B)  Delineation of the firm's current position
C)  Division of the market on relevant segmentation variables
D)  Design of the marketing mix strategyE) B) and D)
F) C) and D)

Question 11

Benefit segmentation is a _____ approach.

Accepted Answer

A)  technology-oriented
B)  production-oriented
C)  market-oriented
D)  mass marketingE) B) and D)
F) All of the above

Question 12

_____ segmentation and benefit segmentation are two commonly used approaches for segmenting markets.

Accepted Answer

A)  Psychographic
B)  Situational
C)  Profit
D)  Mass marketingE) C) and D)
F) A) and B)

Question 13

In the context of division of market,which of the following best describes post hoc segmentation?

Accepted Answer

A)  It is an approach which states that the benefits people are seeking in consuming a given product are the basic reasons for the existence of true market segments.
B)  It is an approach conducted to determine the size of each of these groups and their demographic or psychographic profiles.
C)  It is an approach in which a marketing manager has to decide on the appropriate basis for segmentation in advance of doing any research on a market.
D)  It is an approach in which people are grouped into segments on the basis of research findings.E) All of the above
F) B) and D)

Question 14

Storm in Bowl is a noodle manufacturer in Texas.It advertises the ingredients used for its product to convince customers that it is safe for consumption.The company has also slashed its prices to ensure affordability for low-income consumers.According to the VALS™ framework,Storm in Bowl is most likely targeting _____.

Accepted Answer

A)  Strivers
B)  Experiencers
C)  Survivors
D)  MakersE) B) and D)
F) B) and C)

Question 15

Which of the following is the last stage of the market segmentation process?

Accepted Answer

A)  Delineating the firm's current situation
B)  Designing the marketing mix strategy
C)  Dividing markets on relevant dimensions
D)  Developing product positioningE) A) and D)
F) C) and D)

Question 16

A meaningful segment is one that:

Accepted Answer

A)  is large enough to offer long-run profits for the firm.
B)  has a well-defined geodemographic profile.
C)  can be reached and served by direct marketers in an efficient manner.
D)  is driven by the desire for instant gratification.E) A) and B)
F) C) and D)

Question 17

Which of the following is the most market-oriented approach to segmentation?

Accepted Answer

A)  Segmentation based on social class
B)  Segmentation based on different customer lifestyles and purchasing habits
C)  Segmentation based on geographic area
D)  Segmentation based on benefits that potential customers are seekingE) A) and D)
F) All of the above

Question 18

Indie Frost is a website that sells snowboarding gear.A common strategy the website employs is to offer a high discount on one of its products for a short period of time.The website has found this strategy to have a high success rate since consumers tend to buy the product impulsively due to its low cost.The nature of the website and its marketing strategy suggests that Indie Frost targets the _____ of the VALS™ framework.

Accepted Answer

A)  Thinkers
B)  Experiencers
C)  Survivors
D)  BelieversE) None of the above
F) C) and D)

Question 19

The Nielsen PRIZM system is based on the assumptions that:

Accepted Answer

A)  consumer lifestyles remain constant throughout different geodemographic segments of consumers,making geodemographic segmentation less effective.
B)  consumers in particular neighborhoods are similar in many respects and the best prospects are those who actually use a product or other consumers like them.
C)  implementation and control of the marketing plan requires segmentation based on psychographic lines.
D)  achievement-oriented targets need to be made in order to increase sales of an organization.E) C) and D)
F) All of the above

Question 20

Chewies has been the favorite candy of many Southerners for years.The caramel,peanut,marshmallow,and chocolate confectionery is distributed through retail outlets in the South-Eastern regions of America.Its manufacturers recently started selling the candy through certain mail-order catalogs.Through previous research and experience,the marketing managers were able to use the _____ segmentation approach to gather information that would help determine the appropriate target groups for mail-order catalogs for Chewies.

Accepted Answer

A)  a priori
B)  a posteriori
C)  post hoc
D)  mass marketE) A) and B)
F) None of the above

Exam 5: Market Segmentation

Correct Answer
verified

Correct Answer
verified

_____ segmentation and benefit segmentation are two commonly used approaches for segmenting markets.

Correct Answer
verified

Which of the following is the most market-oriented approach to segmentation?

Correct Answer
verified

According to the VALS™ model,Strivers are:

Correct Answer
verified

In the context of division of market,which of the following best describes post hoc segmentation?

Correct Answer
verified

According to the VALS™ framework,consumers driven by knowledge and principles are motivated primarily by _____.

Correct Answer
verified

_____ segmentation refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then the size of each of these groups and their demographic and psychographic profiles are determined.

Correct Answer
verified

In the context of bases for segmentation,which of the following is a difference between psychographic segmentation and benefit segmentation?

Correct Answer
verified

Correct Answer
verified

According to the VALS™ framework,consumers who are classified as _____ are predictable,and they choose familiar products and established brands.

Correct Answer
verified

Identify the step in the market segmentation process that involves focusing on a product's superiority to competitive products based on one or more attributes.

Correct Answer
verified

Correct Answer
verified

According to the VALS™ model,Experiencers are:

Correct Answer
verified

A meaningful segment is one that:

Correct Answer
verified

Which of the following is the last stage of the market segmentation process?

Correct Answer
verified

The Nielsen PRIZM system is based on the assumptions that:

Correct Answer
verified

Benefit segmentation is a _____ approach.

Correct Answer
verified

A firm introduces a new television set with the latest plasma display technology.It decides to target consumers who are most receptive to new ideas and technologies.Which of the following groups of consumers should the firm target according to the VALS™ framework?

Correct Answer
verified

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted people who hold Libertarian political beliefs and listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

Correct Answer
verified

Exam 5: Market Segmentation

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ segmentation and benefit segmentation are two commonly used approaches for segmenting markets.

Correct AnswerverifiedShow Answer

Which of the following is the most market-oriented approach to segmentation?

Correct AnswerverifiedShow Answer

According to the VALS™ model,Strivers are:

Correct AnswerverifiedShow Answer

In the context of division of market,which of the following best describes post hoc segmentation?

Correct AnswerverifiedShow Answer

According to the VALS™ framework,consumers driven by knowledge and principles are motivated primarily by _____.

Correct AnswerverifiedShow Answer

_____ segmentation refers to a market segmentation approach in which people are grouped into segments on the basis of research findings,and then the size of each of these groups and their demographic and psychographic profiles are determined.

Correct AnswerverifiedShow Answer

In the context of bases for segmentation,which of the following is a difference between psychographic segmentation and benefit segmentation?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the VALS™ framework,consumers who are classified as _____ are predictable,and they choose familiar products and established brands.

Correct AnswerverifiedShow Answer

Identify the step in the market segmentation process that involves focusing on a product's superiority to competitive products based on one or more attributes.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the VALS™ model,Experiencers are:

Correct AnswerverifiedShow Answer

A meaningful segment is one that:

Correct AnswerverifiedShow Answer

Which of the following is the last stage of the market segmentation process?

Correct AnswerverifiedShow Answer

The Nielsen PRIZM system is based on the assumptions that:

Correct AnswerverifiedShow Answer

Benefit segmentation is a _____ approach.

Correct AnswerverifiedShow Answer

A firm introduces a new television set with the latest plasma display technology.It decides to target consumers who are most receptive to new ideas and technologies.Which of the following groups of consumers should the firm target according to the VALS™ framework?

Correct AnswerverifiedShow Answer

"The Greedy Hand" is a book on the U.S.income tax system.Its publisher has targeted people who hold Libertarian political beliefs and listen to conservative radio talk shows.The publisher has used _____ segmentation in this scenario.

Correct AnswerverifiedShow 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

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