Marketing Final Exam

Provided and concentrate its efforts on suburban

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Unformatted text preview: research report again to see if it can determine segment accessibility c. conduct a follow-up analysis to determine if the segments it might choose would respond differently than other segments to its marketing strategy d. not segment the concrete siding market because the only market for siding is contractors who build the homes e. segment the concrete siding market based on the information provided and concentrate its efforts on suburban homeowners between ages 25 and 54 years who read lifestyle magazines ANS: C The only criterion the research firm has not determined is market responsiveness. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Strategy OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 22. If a market segment is especially motivated by coupons in newspapers, which segmentation success criterion is most influential in the success of this program? a. Responsiveness b. Identifiability and measurability c. Substantiality d. Accessibility e. Functionality ANS: A Responsiveness is in force when a target segment responds differently (hopefully more positively) to the marketing mix than other segments. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 23. A health club has a new fitness program for expectant mothers. After flyers were placed at the offices of area obstetricians, classes filled up within two days. Which segmentation success criterion was most influential in the success of this promotion? a. Substantiality b. Identifiability c. Measurability d. Causality e. Responsiveness ANS: E Responsiveness is in force when a target segment responds differently (hopefully more positively) to the marketing mix than other segments. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Application 24. _____ are characteristics of individuals, groups, or organizations that marketers use to divide a total market into segments. a. Differentiation guides b. Segmentation bases c. Perceptual maps d. Responsiveness quotients e. Accessibility quotients ANS: B This is the definition of segmentation bases. PTS: 1 REF: 123 Thinking KEY: CB&E Model Customer OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 25. Military Spouses is the only publication in the world that targets readers who are “married to the military.” Its content reflects the unique set of challenges, hardships, and rewards to those whose spouses are in the military. The marital status that has been used to distinguish the market for this magazine is an example of a(n): a. market base b. selector base c. identifier d. segmentation base e. discriminator base ANS: D A segmentation base is the characteristic used to segment the market. PTS: 1 REF: 123 Thinking KEY: CB&E Model Product OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 26. Rachel is the owner of a gift shop. She understands the need to segment her market, and available marketing research indicates there i...
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