CH. 8 Quiz

1. 1The best segmentation approach is the one that

   1. Ais simplest and least costly in assigning potential buyers to segments
   2. Brecognizes similarities of needs of potential buyers within a segment
   3. Crecognizes different needs of buyers among different segments
   4. Dmakes it easiest to reach the segment
   5. Emaximizes the opportunity for future profit and ROI
2. 2The final step in segmenting and targeting markets that links customer needs to marketing actions is to

   1. Adevelop a market-product grid and estimate size of the overall market
   2. Bgroup potential buyers into segments
   3. Cselect target markets
   4. Dtake marketing actions to reach target markets
   5. Egroup products to be sold into categories
3. 3Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing only one but is worthwhile if it

   1. Astabilizes competition
   2. Bconforms to all FDA guidelines
   3. Cdecreases the cost of the physical plant
   4. Dbetter serves customers' needs
   5. Euses the same promotion and packaging for all segments
4. 4Which of the following are the criterion used in forming market segments?

   1. Amarket size of the segment
   2. Bsimplicity and cost-effectiveness of assigning potential buyers to segments
   3. Cdifferences between potential suppliers or distributors
   4. Dpotential for increased profit
   5. Edifferences of needs of buyers within a segment
   6. Fsimilarity of needs of potential buyers within a segment
   7. Gpotential of a marketing action to reach a segment
   8. Hsimilarity of segments to competitors' segments
   9. Idifference of needs of buyers among segments
5. 5You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50. Or you can buy a Hallmark card from its new $0.99 line of greeting cards, made with lesser-quality materials but just as sentimental, sold at Barnes & Noble bookstores. This is an example of

   1. Aprice discrimination
   2. Bmass customizatin
   3. Ca Tiffany/Walmart Strategy
   4. Done product and multiple market segments
   5. Eorganizational synergy
6. 6Which of the following is an example of a multiple products, multiple market segments strategy?

   1. AA new movie used several different movie trailers. One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience
   2. BFord manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of cargo
   3. CCollege Football magazine selects different covers for essentially the same written content in order to appeal to different geographic markets in the U.S.
   4. DJohnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women
   5. EArm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and cat litter boxes
7. 7Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the following question:

   1. AIs there too much competition for this product?
   2. BWould segmentation be worth doing and is it possible?
   3. CIs this product useful on a global scale?
   4. DIs the market loyal to the product?
   5. EIs it possible to reposition this product?
8. 8A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

   1. Acreate sustainable demand
   2. Bstand up to legal scrutiny
   3. Cproduce product differentiation
   4. Dbe socially responsible
   5. Eincrease sales and profitability
9. 9The primary focus of Zappos' market segmentation strategy is to sell

   1. Ashoes in its own retail stores to those who prefer face-to-face interaction
   2. BSpanish novelties and accessories to organizations that typically resell them
   3. Cshoes and other products to people who will buy them online and like to use mobile technology
   4. Da wide selection of leather shoes and boots to high-end retailers
   5. Eall types of shoes, accessories, and clothing to department and fashion discount stores for reasonable prices
10. 10A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.

    1. Aeliminate potential nonbuyers
    2. Bredirect their purchase behaviors
    3. Cselect the market segment(s) to target
    4. Didentify segmentation variables
    5. Eignore any and all similarities

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Final Exam Marketing Fundamentals Quiz on CH. 8 Quiz, created by Dakota Henry on 13/12/2021.

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Dakota Henry

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