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When a telemarketer calls to sell a consumer life insurance,the last questions asked is what category does the person's household income falls into (less than $50,000; $50,000 to $99,999; and $100,000 and over) .When the telemarketer asks about household income,this indicates the use of which type of consumer variable the firm is using to segment its market?


A) usage
B) behavior
C) demographic
D) buying situation
E) psychographic

F) A) and B)
G) None of the above

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Which of the following statements demonstrate the formation of a segment based on household size?


A) Campbell's makes a spicier nacho cheese sauce for its distributors in Texas than it does in Maine.
B) GE built a downsized microwave oven to hang under kitchen cabinets.
C) Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
D) A fast-food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays.
E) A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.

F) B) and E)
G) A) and B)

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In the United States,the Harry Potter series of books were often at the top of The New York Times fiction bestseller list.These books have been marketed to preteen,teen,and adult readers around the world.Scholastic Press,the publisher of the Harry Potter books in the U.S.,is using which of the following segmentation strategies?


A) multiple products with one segment
B) one product with one channel of distribution
C) one product with multiple market segments
D) one product with changes based on customer behavior
E) multiple products with multiple segments

F) A) and B)
G) A) and C)

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Which of the following is a consumer demographic segmentation variable?


A) personality
B) gender
C) usage rate
D) needs
E) region

F) C) and E)
G) None of the above

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Doris Lewis owns Lewis Edibles,Inc.,a company that makes Tongue Tinglin' B.B.Q.Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just


A) formed a market segment using critical product features.
B) formed products to be sold into groups.
C) developed a market-product grid and estimating size of markets.
D) taken marketing actions to reach a target market segment.
E) formed prospective buyers into segments.

F) C) and D)
G) A) and B)

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Custom Foot operates six retail locations.At first glance,none looks any different from your basic old-fashioned shoe store,but the only boots on hand are display models.There's no inventory for sale and customers go home empty-handed-at least initially.Customers browse the store,mixing and matching design components such as style,color,and leather type.About 100 display boots provide style guidelines.Once you choose a boot style,you select materials,colors,and textures.Custom Foot guarantees your boots will be ready within three weeks.This is an example of


A) mass customization.
B) specialty customization.
C) virtual merchandising.
D) one product and multiple market segments.
E) multiple products and multiple market segments.

F) A) and D)
G) C) and E)

Correct Answer

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The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of


A) demographic clusters.
B) organizational buyers.
C) ultimate consumers.
D) market segments.
E) qualified prospects.

F) A) and E)
G) C) and D)

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Explain what a market-product grid is and how it is used.

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A market-product grid is a framework to ...

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Differentiation positioning requires a product to


A) emphasize unique product attributes to compete directly with competitors.
B) compete directly with competitors on similar product attributes in the same target market.
C) compete with competitors on similar product attributes but in a different market.
D) seek a less-competitive,smaller market niche in which to locate a brand.
E) develop marketing actions to move a product or brand to an ideal position.

F) C) and D)
G) A) and E)

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Best Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment.This is an example of which criterion used to select target market segments?


A) Best Foods' competitive position in the segment
B) Best Foods' product groupings
C) expected growth of the market segment
D) size of the market segment
E) cost of reaching the segment

F) B) and E)
G) A) and D)

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There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

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The five key steps in segmenting and tar...

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-According to the Apple market-product grid above,Apple would most likely get the <u>LEAST</u> product synergies from the A) Mac Pro and MacBook Pro. B) Mac Pro and iMac. C) Mac Pro and MacBook Air. D) Mac Pro and Mac Mini. E) iMac and Mac Mini. -According to the Apple market-product grid above,Apple would most likely get the LEAST product synergies from the


A) Mac Pro and MacBook Pro.
B) Mac Pro and iMac.
C) Mac Pro and MacBook Air.
D) Mac Pro and Mac Mini.
E) iMac and Mac Mini.

F) A) and E)
G) C) and E)

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What is market segmentation and why is it important?

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Market segmentation involves aggregating...

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Tony Hsieh,CEO of Zappos,offers $2,000 to anyone who


A) identifies a completely new market segment with a product to match it.
B) finds a way of improving service to online customers.
C) takes the customer loyalty training class and decides to quit anyway.
D) finds a shoe-related product that Zappos does not already carry.
E) creates a humorous theme for one of the monthly company meetings.

F) All of the above
G) A) and B)

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Criteria for forming segments involve both similarities and differences.The similarities must be ____________ a segment,and the differences must be __________ segments.


A) between; among
B) throughout; absent in
C) within; among
D) absent in; throughout
E) among; across

F) A) and E)
G) C) and D)

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Which of the following statements about Zappos is most accurate?


A) Zappos limits its inventory to a selection of high-end fashion footwear.
B) Zappos carries more than 1,000 different brands.
C) Zappos can guarantee overnight shipping to all its customers because they know ahead of time what they will be charged for express service.
D) Zappos is so successful because it has chosen a single mission to "sell shoes and nothing else."
E) Zappos offers a 30/60/90 return policy whereby refunds are based on how long you've had the shoes.

F) C) and E)
G) All of the above

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In analyzing patronage of fast-food restaurants,people who most likely will never visit one are referred to as


A) nonqualified prospects.
B) dead leads.
C) potential prospects.
D) nonprospects.
E) laggards.

F) C) and D)
G) A) and C)

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A nonprofit food bank was handing out food to anyone who requested it on a weekly basis.It now wants to give free food only to people who go hungry on a daily basis.This will be the market segment it targets.How does formation of its market segments differ from the strategy used for a retail store?

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There is one key difference between for-...

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All of the following are behavioral segmentation variables EXCEPT:


A) needs
B) usage rate
C) product features
D) intentions
E) user status

F) A) and B)
G) D) and E)

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BP targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.In this example,BP is using which segmentation variable?


A) needs
B) lifestyle
C) behavioral
D) psychographic
E) demographic

F) B) and E)
G) B) and D)

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