6. Today’s typical recreation vehicle owner is white, 50 years old, and married. With a mean household income
of $71,900, typical recreation vehicle owners are more affluent than average and tend to own their homes. They
spend approximately 19 days a year in their rolling homes. On the way, t...
Name
: Clas
s: Dat
e: Chapter 8 - Segmenting, Targeting , and Positioning
1. What do we call a group of people or or ganizations that has wants and needs that can be satisfied by particular product categories, and has the ability to purchase these products? a. a firm b. a base c. a market d. a target
ANSWER: c
2. A group of high school students stop by a sporting goods store. The store has just received a new shipment of high-end racing bicycles. The bicycles range in price from $1,200 to $3,000. All of the students want one of these new bikes, but none has the means to buy one. Is this group of consumers a potential ma rket for the expensive bikes? a. Yes, they are a potential market since they are interested in the bikes. b. No, they are not a potential market because they do not have the ability t o purchase at this time. c. No, they are not a potential market because to qualify as a market t hey must need the product. d. Yes, they are a potential market because this product could satisfy their consumer wants and desires.
ANSWER: b
3. A market is best described as people or or ganizations that have which of the following? a. money to pay for a service b. a medium of exchange and products they desire c. needs and wants, ability , and willingness to buy d. communication, financial, and capital resources
ANSWER: c
4. A portion of the automobile market loves taking long drives in the count ry in a convertible while their kids are babysat. W hat is a term for this subgroup of individuals? a. a market universe b. a market segment c. an aggregated market d. a segmentation base
ANSWER: b
5. The computer market can be divided in to laptops, personal computers, mainframes, and ta blets. This market can also be broken down via the types of users who will use the above types of devices. What is this process of dividing markets called? a. perceptual mapping b. positioning c. micromarketing
Copyright Cengage Learning. Powered by Cognero. Page 1 Name
: Clas
s: Dat
e: Chapter 8 - Segmenting, Targeting , and Positioning d. market segmentation
ANSWER: d
6. Today’ s typical recreation vehicle owner is white, 50 years old, and married. With a mean household income of $71,900, typical recreation vehicle owners are more af fluent than average and tend to own their homes. They spend approximately 19 days a year in their rolling homes. On the way , they’re likely to listen to country music,
easy listening, or all-talk radio. This describes which of the following for recreation vehicles? a. market segment b. market dif ferentiation c. perceived market d. target market
ANSWER: a
7. What is the purpose of market segmentation? a. to reduce the market to a specific size that the firm can handle b. to divide the market into equal size and profit regions for sales territories c. to enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups d. to develop a generalized definition of the market as a whole
ANSWER: c
Scenario 8-1
E&V Bri dal Studios is a wedding consulting business designed to appeal to East Asians. At one time it used the same marketing mix for all of its customers, but it has discovered that it needs a di fferent marketing mix to appeal to its ethnic customers. E&V studi os are located in urban areas such as T oronto and Vancouver .
8. Refer to the scenario. Chinese brides want elaborate red gowns, and Vietnamese brides wear a brocaded gown
with long sleeves and a Mandarin collar . Which procedure does E&V Bridal Studios use to divide its large market? a. micromarketing b. positioning c. market segmentation d. cannibalization
ANSWER: c
9. Refer to the scenario. E&V Bri dal Studios markets its services to its customers by using ethnicity to divide its
customers into segments. Which of the following would ethnicity be classified as? a. perceived image b. accessibility quotient c. environmental control d. segmentation base
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 2 Name
: Clas
s: Dat
e: Chapter 8 - Segmenting, Targeting , and Positioning
10. Refer to the scenario. What type of segmentation strategy does the wedding consultant use? a. geographic marketing b. undiffe rentiated targeting c. multisegment marketing d. concentrated tar geting
ANSWER: a
11. Refer to the scenario. Which segmentation variable does the company rely on to identify its market? a. geographic b. socio-cultural c. socioeconomic d. demographic
ANSWER: d
12. The Brown sisters own Creative Catering and would like to im prove customer satisfaction and increase repeat business. Whe n you ask them to describe a typical customer , they say it is impossible and explain that with corporate functions, family affa irs, and fundraisers, they do not have a typical customer . Why should they use market segmentation? a. It will enable them to build an accurate description of customer needs by group and to design a marketing mix to fit each segment. b.It will allow Creative Catering to reduce the size of the market it se rves. c. It will allow Creative Catering to learn how to group the se markets together into one market to serve all of them adequately . d.It will help develop a generalized definition of the market as a whole and reveal
the optimal marketing mix for this market.
ANSWER: a
Scenario 8-2
ProtecTV is a produc t that selectively mutes words and phrases some people find objectionable. It can be connected to a television, DVD player , or satellite TV system. The manufacturer of ProtecTV t argeted parents who did not want their children exposed to what they consider to be of fensive language.
13. Refer to the scenario. What is the primary market segment for ProtecTV? a. all parents b. educators c. children under the age of 12 d. parents with preteens in their households
ANSWER: d
14. Refer to the scenario. What demographic segmentation variable has its manufacturer used to identify its target market?
Copyright Cengage Learning. Powered by Cognero. Page 3
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