Marketing Final Exam

Similarly to a marketing mix ans f responsiveness

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Unformatted text preview: segment refers to a segment being large enough to warrant developing and maintaining a special marketing mix. This does not necessarily require large numbers of potential customers. PTS: 1 REF: 122 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 5. A segmentation plan must produce segments that exhibit responsiveness, which means all segments respond similarly to a marketing mix. ANS: F Responsiveness means one market segment responds to a marketing mix differently other segments. PTS: 1 REF: 122-123 Thinking KEY: CB&E Model Customer OBJ: 08-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 6. Geography, psychographics, and benefits sought are examples of possible segmentation variables used by marketers. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 123 OBJ: 08-4 KEY: CB&E Model Strategy 7. U.S. paint manufacturers traditionally use different formulas for developing paint to be used in the humid Southeast, the frigid Midwest, and the hot and dry Southwest. This is an example of how demographic segmentation is used. ANS: F Regional marketing is an example of using geographic segmentation variables. PTS: 1 REF: 124 Thinking KEY: CB&E Model Strategy OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 8. A market segmentation study done by the University of Thessaly in Greece classified recreational skiers in terms of their gender, age, and income levels. The study used psychographic segmentation variables. ANS: F These are examples of demographic segmentation variables. PTS: 1 REF: 124 Thinking KEY: CB&E Model Customer OBJ: 08-4 TOP: AACSB Reflective MSC: BLOOMS Application 9. Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home. It is an advice book for new fathers. The market for this book is based on demographics. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 124-127 OBJ: 08-4 KEY: CB&E Model Customer 10. With respect to stage in the family life cycle, research has found that the overriding factor in describing baby boomer subsegments is the presence of children in the house. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 127 OBJ: 08-4 KEY: CB&E Model Customer 11. In market segmentation, individual psychographic variables can be combined with other variables to provide more detailed descriptions of market segments. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 127 OBJ: 08-4 KEY: CB&E Model Strategy 12. Geodemographic segmentation combines geographic, demographic, and lifestyle segmentations. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 127 OBJ: 08-4 KEY: CB&E Model Strategy 13. Clorox describes individuals who buy lots of cleaning products as heavy users. This is an example of how companies use benefit segmentation. ANS: F Usage-rate segmentation usually describes pro...
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This document was uploaded on 09/29/2013.

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