A target market is a market segment that a

company directs marketing effort toward in

order to attract potential customers to buy its
products/services/ideas.

1. True

2. False

SMS, 4e Chapter 7

A target market is a market segment that a

company directs marketing effort toward in
order to attract potential customers to buy its
products/services/ideas.

1. True

2. False

SMS, 4e Chapter 7

The primary purpose of product positioning is

to:
1. identify new target segments
2. determine consumer needs
3. evaluate opportunities in the marketplace
4. convey benefits of the product

SMS, 4e Chapter 7

The primary purpose of product positioning is

to:
1. identify new target segments
2. determine consumer needs
3. evaluate opportunities in the marketplace
4. convey benefits of the product

SMS, 4e Chapter 7

Baby Boomers are described in a significant

dichotomy by marketers. These two groups
are:
1. married not married

2. young younger
3. younger older
4. children no children

SMS, 4e Chapter 7

Baby Boomers are described in a significant

dichotomy by marketers. These two groups
are:
1. married not married

2. young younger
3. younger older
4. children no children

SMS, 4e Chapter 7

If men tend to shop for suits alone, then it would

be foolish to put _________ in an ad to
motivate them to shop for this item.
1. other men shopping
2. their spouse or girlfriend
3. a woman sales clerk
4. a friend

SMS, 4e Chapter 7

If men tend to shop for suits alone, then it would

be foolish to put _________ in an ad to
motivate them to shop for this item.
1. other men shopping
2. their spouse or girlfriend
3. a woman sales clerk
4. a friend

SMS, 4e Chapter 7

Marketing segmentation is a strategy

for dividing a market into similar need
groups and meeting these needs with
unique and differentiable marketing
efforts.
1. True

2. False

SMS, 4e Chapter 7

Marketing segmentation is a strategy

for dividing a market into similar need
groups and meeting these needs with
unique and differentiable marketing
efforts.
1. True

2. False

SMS, 4e Chapter 7

Segmented marketing requires

targeting products to the specific needs
of well-defined customer groups.

1. True

2. False

SMS, 4e Chapter 7

Segmented marketing requires

targeting products to the specific needs
of well-defined customer groups.

1. True

2. False

SMS, 4e Chapter 7

The two main reasons for segmenting

by brand is to target actual purchasers
and to identify prospective purchasers.

1. True

2. False

SMS, 4e Chapter 7

The two main reasons for segmenting

by brand is to target actual purchasers
and to identify prospective purchasers.

1. True

2. False

SMS, 4e Chapter 7

VALS segmentation groups consumers

according to their values and norms.

1. True

2. False

SMS, 4e Chapter 7

VALS segmentation groups consumers

according to their values and norms.

1. True

2. False

SMS, 4e Chapter 7

Organizational buyers can be

segmented behaviorally by the
products they buy or the frequency with
which they buy.
1. True

2. False

SMS, 4e Chapter 7

Organizational buyers can be

segmented behaviorally by the
products they buy or the frequency with
which they buy.
1. True

2. False

SMS, 4e Chapter 7

When a company offers one basic product

without distinguishing between different
customer needs and characteristics, this is
known as:
1. mass marketing

2. market segmentation
3. benefit segmentation
4. behavioral segmentation
5. segmenting by consumer characteristics

SMS, 4e Chapter 7

When a company offers one basic product

without distinguishing between different
customer needs and characteristics, this is
known as:
1. mass marketing

2. market segmentation
3. benefit segmentation
4. behavioral segmentation
5. segmenting by consumer characteristics

SMS, 4e Chapter 7

A retail store that has one product, one price,

and a standard set of inflexible hours is
practicing:
1. market segmentation
2. product differentiation
3. mass marketing
4. normative marketing

SMS, 4e Chapter 7

A retail store that has one product, one price,

and a standard set of inflexible hours is
practicing:
1. market segmentation
2. product differentiation
3. mass marketing
4. normative marketing

SMS, 4e Chapter 7

If a winery that is noted for its Cabernet wines

branches off into other varieties like
Chardonnay and Pinot Noir, they are
probably practicing:
1. mass marketing
2. market segmentation
3. heterogeneous marketing
4. normative marketing

SMS, 4e Chapter 7

If a winery that is noted for its Cabernet wines

branches off into other varieties like
Chardonnay and Pinot Noir, they are
probably practicing:
1. mass marketing
2. market segmentation
3. heterogeneous marketing
4. normative marketing

SMS, 4e Chapter 7

When a soft drink company identifies a weight

watcher segment, this is an example of:

1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing

5. lifestyle segmentation

SMS, 4e Chapter 7

When a soft drink company identifies a weight

watcher segment, this is an example of:

1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing

5. lifestyle segmentation

SMS, 4e Chapter 7

A soft drink company that tries to determine the

characteristics of drinkers of caffeine-free
brands is engaged in:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing

5. lifestyle segmentation

SMS, 4e Chapter 7

A soft drink company that tries to determine the

characteristics of drinkers of caffeine-free
brands is engaged in:
1. benefit segmentation
2. behavioral segmentation
3. segmenting by consumer characteristics
4. mass marketing

5. lifestyle segmentation

SMS, 4e Chapter 7

When consumers are grouped according to

income, age, sex, or race, this is known as:
1. demographic segmentation

2. product-line segmentation
3. concentrated segmentation
4. lifestyle segmentation
5. personality segmentation

SMS, 4e Chapter 7

When consumers are grouped according to

income, age, sex, or race, this is known as:
1. demographic segmentation

2. product-line segmentation
3. concentrated segmentation
4. lifestyle segmentation
5. personality segmentation

SMS, 4e Chapter 7

When Chrysler/Jeep advertises four-wheel drive

cars to rural consumers, this is an example of:

1. differentiated segmentation
2. product-line segmentation
3. market-segment expansion
4. concentrated segmentation

SMS, 4e Chapter 7

When Chrysler/Jeep advertises four-wheel drive

cars to rural consumers, this is an example of:

1. differentiated segmentation
2. product-line segmentation
3. market-segment expansion
4. concentrated segmentation

SMS, 4e Chapter 7

The ability of a company to reach a segment

with media in order to deliver its advertising
messages is known as the segments:
1. demographics

2. accessibility
3. lifestyle
4. personality characteristics
5. behavioral orientation

SMS, 4e Chapter 7

The ability of a company to reach a segment

with media in order to deliver its advertising
messages is known as the segments:
1. demographics

2. accessibility
3. lifestyle
4. personality characteristics
5. behavioral orientation

SMS, 4e Chapter 7

Targeting one product to one segment is known

as:
1. differentiated marketing
2. product-line marketing
3. market-segment expansion
4. concentrated marketing

SMS, 4e Chapter 7

Targeting one product to one segment is known

as:
1. differentiated marketing
2. product-line marketing
3. market-segment expansion
4. concentrated marketing

SMS, 4e Chapter 7

A perceptual map allows marketers to

identify consumers perceptions of their
brand in relation to the competition.

1. True

2. False

SMS, 4e Chapter 7

A perceptual map allows marketers to

identify consumers perceptions of their
brand in relation to the competition.

1. True

2. False

SMS, 4e Chapter 7

In customer relationship management

(CRM), a customers value is based on
a single transaction.

1. True

2. False

SMS, 4e Chapter 7

In customer relationship management

(CRM), a customers value is based on
a single transaction.

1. True

2. False

SMS, 4e Chapter 7

The potential profit generated by a

single customers purchase of a firms
products over the customers lifetime is
the market share for that customer.
1. True

2. False

SMS, 4e Chapter 7

The potential profit generated by a

single customers purchase of a firms
products over the customers lifetime is
the market share for that customer.
1. True

2. False

SMS, 4e Chapter 7

CRM success depends upon how well

the company has implemented the
marketing concept.

1. True

2. False

SMS, 4e Chapter 7

CRM success depends upon how well

the company has implemented the
marketing concept.

1. True

2. False

SMS, 4e Chapter 7

When a marketing plan is implemented,

most likely repositioning will be
unnecessary.

1. True

2. False

SMS, 4e Chapter 7

When a marketing plan is implemented,

most likely repositioning will be
unnecessary.

1. True

2. False

SMS, 4e Chapter 7

A segmentation technique that combines

geography with demographics is:

1. VALS
2. behavioral segmentation
3. geodemography
4. psychodemographics

SMS, 4e Chapter 7

A segmentation technique that combines

geography with demographics is:

1. VALS
2. behavioral segmentation
3. geodemography
4. psychodemographics

SMS, 4e Chapter 7

A description of the typical customer in a

segmentation is a(n):

1. segment profile
2. undifferentiated targeting strategy
3. differentiated target
4. target market

SMS, 4e Chapter 7

A description of the typical customer in a

segmentation is a(n):

1. segment profile
2. undifferentiated targeting strategy
3. differentiated target
4. target market

SMS, 4e Chapter 7

Market fragmentation occurs when:

1. a larger market is divided into smaller pieces

2. the total market is divided into different segments
3. new products are developed to meet the needs of specific audiences
4. peoples diverse interests and backgrounds divide them into numerous
groups with distinct needs and wants

SMS, 4e Chapter 7

Market fragmentation occurs when:

1. a larger market is divided into smaller pieces

2. the total market is divided into different segments
3. new products are developed to meet the needs of specific audiences
4. peoples diverse interests and backgrounds divide them into numerous
groups with distinct needs and wants

SMS, 4e Chapter 7

The cosmetics company Hard Candy sells its funky

line of nail polish and other products only to twentysomething women. This is an example of:

1. concentrated targeting strategy

2. custom marketing strategy
3. mass customization
4. segment profile

SMS, 4e Chapter 7

The cosmetics company Hard Candy sells its funky

line of nail polish and other products only to twentysomething women. This is an example of:

1. concentrated targeting strategy

2. custom marketing strategy
3. mass customization
4. segment profile

SMS, 4e Chapter 7

The 80/20 rule affirms that:

1. 20 percent of purchases account for 80 percent of a products sales
2. 80 percent of consumers are unhappy 20 percent of the time
3. 20 percent of sales increase by 80 percent every year
4. For every 80 first time users of a product, only 20 will repeat buy

SMS, 4e Chapter 7

The 80/20 rule affirms that:

1. 20 percent of purchases account for 80 percent of a products sales
2. 80 percent of consumers are unhappy 20 percent of the time
3. 20 percent of sales increase by 80 percent every year
4. For every 80 first time users of a product, only 20 will repeat buy

SMS, 4e Chapter 7

The process of dividing a larger market

into smaller pieces based on one or more
distinctive, shared characteristics is called:
1. segmentation
2. segregation
3. fragmentation
4. separation

SMS, 4e Chapter 7

The process of dividing a larger market

into smaller pieces based on one or more
distinctive, shared characteristics is called:
1. segmentation
2. segregation
3. fragmentation
4. separation

SMS, 4e Chapter 7