ote:It is recommended that you save your response as you complete each question.

Question 1(1 point)

Target marketing may also be considered as ________.

Question 1 options:

undifferentiated marketing

wide blasts of media messages

differentiated marketing

shotgun marketing

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Question 2(1 point)

If you were describing a market for farm equipment, which segmentation basis would be the primary descriptor of the market segment?

Question 2 options:

behavioral

demographic

geographic

psychographic

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Question 3(1 point)

What kind of information would be considered in demographic segmentation?

Question 3 options:

nationality, social class, job title

intelligence, maturity, stability

location, longevity, language

age, income, gender

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Question 4(1 point)

What are the common characteristics of a family life cycle?

Question 4 options:

A family's transportation preferences

The ups and downs a family faces over the cousre of a single year

The stages a family goes through over time and the effects of these stages on their buying behavior

The age range of a family

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Question 5(1 point)

Does a customer's ethnicity impact buying decisions?

Question 5 options:

Ethnicity has a large impact on purchasing decisions.

Ethnicity has a minor impact on purchasing decisions.

Consumer diversity is a social rather than a marketing concern.

Ethnicity has no impact on purchasing decisions.

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Question 6(1 point)

Psychographic segmentation deals with which customer characteristics?

Question 6 options:

Neuroses, psychoses, dysfunctions

Age, gender, income

Values, attitudes, lifestyles

Addictions, avoidances, angtagonisms

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Question 7(1 point)

What might be among the benefits of effective market segmentation?

Question 7 options:

The numbers of possible competitors decreases in a well-defined segmented market.

The marketing department will be allocated a larger budget for more advertising to reach even more potential customers.

There are no benefits to be gained by segmenting customers.

Customer messages are more difficult to compose for segmented customers.

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Question 8(1 point)

What is the critical role of 'positioning' in marketing?

Question 8 options:

It can override a customer's predisposition.

It diverts attention from the product's flaws.

It provides a cogent reason why a customer should buy a product.

It can incorporate a competitive message.

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Question 9(1 point)

Which of the following is the best approach to repositioning a company's products and/or brands?

Question 9 options:

Changing market perceptions with changes in promotional messages

An increased focus on a company in marketing messages

Eliminating the product or brand from the company's holdings

Product and brand repositioning is impossible to achieve

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Question 10(1 point)

Demographics can be used to help companies develop products to meet consumer needs and to anticipate future needs. For example, if a power tool company learned that more women are making home-improvement product purchase, using this demographic data the company could _____.

Question 10 options:

include large-print instructions with consumer power tool products.

stop producing consumer power tools.

increase the price of all their consumer power tool products.

produce a line of pastel-colored power tools.

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Question 11(1 point)

Demographics can be used to help companies develop goods and services to meet consumer needs and to anticipate future needs. For example, a pizza shop has a limited delivery zone. The pizza shop owner learns that a new apartment building has just been built on the outskirts of town just outside their regular delivery area. The residents of the apartment building are young families. The pizza shop owner knows that young families are his biggest consumers. What should the pizza shop owner do?

Question 11 options:

Increase the scope of the delivery area to include the new apartment building.

Add new pizza specials to his menu that families will enjoy.

Survey existing customers to collect information about the growing community.

Ignore the new demographics of his growing community.

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Question 12(1 point)

A company that wants to focus all its limited resources on one market segment would practice which target-market strategy?

Question 12 options:

Multisegment marketing

Concentrated

Undifferentated

Global

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Question 13(1 point)

Mary Jane is opening a new boutique store in the heart of an historic city. Mary Jane will only sell art produced by local artists as she noted other galleries were selling artwork from artists located across the country. Mary Jane will engage in what market target market strategy?

Question 13 options:

Multisegment

Differentiated

Undifferentiated

Niche

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Question 14(1 point)

Segmenting global markets is the same as segmenting domestic markets.

Question 14 options:

Yes, the same segmentation variables apply to global as well as domestic markets.

Yes, global markets are much easier to segment than domestic markets.

No, customer variables in different countries are easier to identify than domestic customer variables.

No, global marketers need to segment only by picking countries in which they want to sell their products or services.

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Question 15(1 point)

Which of the following is NOT a characteristic of an attractive market segment?

Question 15 options:

The segment is sizable enough to be profitable.

The segment is growing.

The segment is all female.

The segment is accessible.