Question 1: Target marketing may also be considered as ________.

1. wide blasts of media messages
2. shotgun marketing
3. undifferentiated marketing
4. differentiated marketing
5. Bottom of Form

Question 2: If you were describing a market for farm equipment, which segmentation basis would be the primary descriptor of the market segment?

1. behavioral
2. geographic
3. demographic
4. psycho graphic

Question 3: What kind of information would be considered in demographic segmentation?

1. nationality, social class, job   title
2. intelligence, maturity, stability
3. age, income, gender
4. location, longevity,    language

Question 4: What are the common characteristics of a family life cycle?

1. The ups and downs a family faces   over the course of a single year
2. A family's transportation   preferences
3. The age range of a family
4. The stages a family goes through   over time and the effects of these stages on their buying behavior

Question 5: Does a customer's ethnicity impact buying decisions

1. Ethnicity has a large impact on   purchasing decisions.
2. Consumer diversity is a social   rather than a marketing concern.
3. Ethnicity has a minor impact on   purchasing decisions.
4. Ethnicity has no impact on   purchasing decisions.

Question 6: Psycho graphic segmentation deals with which customer characteristics?

1. Age, gender, income
2. Addictions, avoidance,   antagonisms
3. Values, attitudes, lifestyles
4. Neuroses, psychoses, dysfunctions

Question 7: What might be among the benefits of effective market segmentation?

1. There are no benefits to be gained   by segmenting customers.
2. Customer messages are more   difficult to compose for segmented customers.
3. The marketing department will be allocated   a larger budget for more advertising to reach even more potential customers.
4. The numbers of possible   competitors decreases in a well-defined segmented market.

Question 8: What is the critical role of 'positioning' in marketing?

1. It can override a customer's   predisposition.
2. It provides a cogent reason why a   customer should buy a product.
3. It diverts attention from the   product's flaws
4. It can incorporate a competitive   message.

Question 9: Which of the following is the best approach to repositioning a company's products and/or brands?

1. Eliminating the product or brand   from the company's holdings
2. An increased focus on a company in   marketing messages
3. Product and brand repositioning is   impossible to achieve
4. Changing market perceptions with   changes in promotional messages

Question 10: 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 _____.

1. include large-print instructions   with consumer power tool products.
2. increase the price of all their   consumer power tool products.
3. produce a line of pastel-colored    power tools.
4. stop producing consumer power   tools.

Question 11: 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?

1. Survey existing customers to   collect information about the growing community.
2. Add new pizza specials to his menu   that families will enjoy.
3. Increase the scope of the     delivery area to include the new apartment building.
4. Ignore the new demographics of his   growing community.

Question 12: A company that wants to focus all its limited resources on one market segment would practice which target-market strategy?

1. Concentrated
2. Global
3. Multi segment marketing
4. Undifferentiated

Question 13: 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?

1. Differentiated
2. Niche
3. Multi segment
4. Undifferentiated

Question 14: Segmenting global markets is the same as segmenting domestic markets.

1. Yes, the same segmentation   variables apply to global as well as domestic markets.
2. Yes, global markets are much   easier to segment than domestic markets.
3. No, global marketers need to   segment only by picking countries in which they want to sell their products   or services.
4. No, customer variables in   different countries are easier to identify than domestic customer variables.

Question 15: Which of the following is NOT a characteristic of an attractive market segment?

1. The segment is all female.
2. The segment is sizable enough to   be profitable.
3. The segment is accessible.
4. The segment is growing.