UNT MKTG 3650 EXAM 2 – STRUTTON QUESTIONS
AND ANSWERS
Mass marketing (as contrasted with market segmentation) is most likely to be a
viable strategy when: - ANSWER-The product is in the introductory stage of the
life cycle. Few competitors exist, the product is rather undifferentiated, and
consumers' wants & needs are rather basic or simple with respect to the product in
question.
When using the product-based approach to Hierarchical Structures analysis for
segmenting markets managers usually start by identifying the overall product-
market in which the firm competes and then working down to: - ANSWER-The
branded product-market in which the firm competes
The requirement that market segments be "actionable" means that there exist
proper distribution channels to move products into the hands of consumers in
targeted segments. - ANSWER-True
With respect to segmenting consumer markets by consumption rates, it is usually
assumed that: - ANSWER-A small proportion of consumers (e.g. 20%) will be
heavy users and account for the majority of the product's consumption
Consumers in some European countries prefer to buy top-loading clothes washers,
while consumers in other Europeon countries prefer front-loaders. In developing its
strategy for marketing to these nations, LG had to implement a psychographic
segmentation to make sure that its washers suited the tastes of the consumers in
each of the European countries. - ANSWER-False: This would be an example of
geographic segmentation.
1
,Bayer Aspirin promotes its Bayer PM brand as "the only night-time aspirin that
relieves pain and gently helps you sleep." Bayer is positioning its brand using: -
ANSWER-Usage occasion
With respect to usage rate segmentation schemes, the heavy consumption segment
is normally called the "heavy users." - ANSWER-False: The heavy consumption
segment is referred to as the heavy half.
To reverse a downward trend in sales, Mazda introduced its MPV minivan. Mazda
positioned its van as a cross between a standard minivan and a sport utility vehicle.
Mazda knew that it needed to use a market segmentation strategy to correctly
target the MPV. The first thing Mazda had to do when it segmented the
automobile-buyer market was to identify the current and potential needs of the
market (assuming that a benefit segmentation base was desirable). - ANSWER-
True
Which of the following least justifies the claim that demographic segmentation
bases are the most widely employed of segmentation bases? - ANSWER-Few
differences exist across different geographic areas for the relationships between
key demographic traits and consumption behaviors.
"Mass marketing" is most consistent with the production concept. - ANSWER-
True
Colorado Rocky Mountain Winery bottles a line of wines sold at a number of price
points, based on the quality of the wine. Based on studies of its customer base, the
winery knows that customers prefer different qualities of wines depending on when
they are consumed. Its cheaper wines are targeted to casual consumption situations,
while the more expensive wines are expected to be consumed in special situations.
Colorado Rocky Mountain Winery is apparently segmenting its customers based
on usage occasion. - ANSWER-True
2
, Consider the overall market for beverages in the US. This market consists of both
alcoholic and non-alcoholic drinks. Within the alcoholic portion of the market
there are a large range on different types of alcoholic drinks, including wines,
beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages
can be further subdivided. For example, beers can be, as a minimum, divided into
ales and lagers, with many subcategories within these broader groups. If one is
seeking to enter the beer brewing business and is conducting an MOA, within the
category of ales exists the subcategory of English ales which might be considered:
- ANSWER-A micro-segment or niche
Which of the following is true of "niches" as market segments? - ANSWER-All of
the above.
Consider the overall market for beverages in the US. This market consists of both
alcoholic and non-alcoholic drinks. Within the alcoholic portion of the market
there are a large range on different types of alcoholic drinks, including wines,
beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages
can be further subdivided. For example, beers can be, as a minimum, divided into
ales and lagers, with many subcategories within these broader groups. If one is
seeking to enter the beer brewing business and is conducting an MOA, they might
define the entire beer market as: - ANSWER-The mass market or total product-
market
Inventories of AIO-related questions on surveys are employed to identify groups of
consumers with common AIO profiles. These groups typically can be treated by
marketers as market segments. - ANSWER-True
The firm's primary purpose for segmenting larger markets into more homogeneous
submarkets in which members share common consumption, demographic,
psychographic, and attitudinal characteristics is that members of such segments
tend to prefer similar products possessing similar product features, attributes, and
benefits. - ANSWER-True
3
AND ANSWERS
Mass marketing (as contrasted with market segmentation) is most likely to be a
viable strategy when: - ANSWER-The product is in the introductory stage of the
life cycle. Few competitors exist, the product is rather undifferentiated, and
consumers' wants & needs are rather basic or simple with respect to the product in
question.
When using the product-based approach to Hierarchical Structures analysis for
segmenting markets managers usually start by identifying the overall product-
market in which the firm competes and then working down to: - ANSWER-The
branded product-market in which the firm competes
The requirement that market segments be "actionable" means that there exist
proper distribution channels to move products into the hands of consumers in
targeted segments. - ANSWER-True
With respect to segmenting consumer markets by consumption rates, it is usually
assumed that: - ANSWER-A small proportion of consumers (e.g. 20%) will be
heavy users and account for the majority of the product's consumption
Consumers in some European countries prefer to buy top-loading clothes washers,
while consumers in other Europeon countries prefer front-loaders. In developing its
strategy for marketing to these nations, LG had to implement a psychographic
segmentation to make sure that its washers suited the tastes of the consumers in
each of the European countries. - ANSWER-False: This would be an example of
geographic segmentation.
1
,Bayer Aspirin promotes its Bayer PM brand as "the only night-time aspirin that
relieves pain and gently helps you sleep." Bayer is positioning its brand using: -
ANSWER-Usage occasion
With respect to usage rate segmentation schemes, the heavy consumption segment
is normally called the "heavy users." - ANSWER-False: The heavy consumption
segment is referred to as the heavy half.
To reverse a downward trend in sales, Mazda introduced its MPV minivan. Mazda
positioned its van as a cross between a standard minivan and a sport utility vehicle.
Mazda knew that it needed to use a market segmentation strategy to correctly
target the MPV. The first thing Mazda had to do when it segmented the
automobile-buyer market was to identify the current and potential needs of the
market (assuming that a benefit segmentation base was desirable). - ANSWER-
True
Which of the following least justifies the claim that demographic segmentation
bases are the most widely employed of segmentation bases? - ANSWER-Few
differences exist across different geographic areas for the relationships between
key demographic traits and consumption behaviors.
"Mass marketing" is most consistent with the production concept. - ANSWER-
True
Colorado Rocky Mountain Winery bottles a line of wines sold at a number of price
points, based on the quality of the wine. Based on studies of its customer base, the
winery knows that customers prefer different qualities of wines depending on when
they are consumed. Its cheaper wines are targeted to casual consumption situations,
while the more expensive wines are expected to be consumed in special situations.
Colorado Rocky Mountain Winery is apparently segmenting its customers based
on usage occasion. - ANSWER-True
2
, Consider the overall market for beverages in the US. This market consists of both
alcoholic and non-alcoholic drinks. Within the alcoholic portion of the market
there are a large range on different types of alcoholic drinks, including wines,
beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages
can be further subdivided. For example, beers can be, as a minimum, divided into
ales and lagers, with many subcategories within these broader groups. If one is
seeking to enter the beer brewing business and is conducting an MOA, within the
category of ales exists the subcategory of English ales which might be considered:
- ANSWER-A micro-segment or niche
Which of the following is true of "niches" as market segments? - ANSWER-All of
the above.
Consider the overall market for beverages in the US. This market consists of both
alcoholic and non-alcoholic drinks. Within the alcoholic portion of the market
there are a large range on different types of alcoholic drinks, including wines,
beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages
can be further subdivided. For example, beers can be, as a minimum, divided into
ales and lagers, with many subcategories within these broader groups. If one is
seeking to enter the beer brewing business and is conducting an MOA, they might
define the entire beer market as: - ANSWER-The mass market or total product-
market
Inventories of AIO-related questions on surveys are employed to identify groups of
consumers with common AIO profiles. These groups typically can be treated by
marketers as market segments. - ANSWER-True
The firm's primary purpose for segmenting larger markets into more homogeneous
submarkets in which members share common consumption, demographic,
psychographic, and attitudinal characteristics is that members of such segments
tend to prefer similar products possessing similar product features, attributes, and
benefits. - ANSWER-True
3
