WMU MKTG 2500 FINAL EXAM QUESTIONS AND
ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
Producers of popular beverages often partner with global music channels to
target consumers through a variety of promotional events and advertisements.
This approach to marketing is referred to as ________ segmentation.
intermarket
One reason demographic variables are the most popular bases for segmenting
customer groups is because they ________.
are easier to measure than other variables
Which of the following is an approach where firms target a whole market based
on common consumer needs?
undifferentiated marketing
The practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations is referred to as ________.
micromarketing
A successful niche marketing strategy relies on a firm's ________.
knowledge of customer needs
Gold Class Electricals, a consumer-electronics firm, targets market segments
based on factors such as country, age, social class, usage rate, and benefits
sought. The company divides its markets based on ________.
multiple segmentation bases
,Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely
segments include hunters, campers, and boaters. What is this segmentation
method called?
psychographic
Pediacertain Pet Supplies, a pet-food company, divides the pet market according
to the pet owners' gender, occupation, income, and family life cycle. In this case,
which of the following variables has the company used for market segmentation?
demographic
Which of the following is true of product positioning?
To simplify the buying process, consumers are likely to position products in their minds.
________ is the process of dividing a market into distinct groups of buyers who
have different needs, characteristics, or behavior.
Market segmentation
Bakeries and coffee bistros that offer pumpkin-flavored items only during the
autumn season target their consumers primarily through ________ segmentation.
occasion
Shampoo marketers segment buyers as light, medium, or heavy product users.
This is an example of ________ segmentation.
usage rate
Which of the following is the right order of the steps that companies generally
follow in designing a customer-driven marketing strategy?
market segmentation, market targeting, differentiation, and positioning
, The distinctive yellow and blue "hands held high" logo of a local daycare
distinguishes it from other establishments. The logo is prominently displayed on
its building, t-shirts worn by the children, and at fundraising events. The daycare
has differentiated itself through ________.
image
Harry's caters to the clothing needs of men, manufacturing two different lines of
fashion based on the purchasing power of its customers. One product line caters
to the needs of affluent, middle-aged men, and the other line targets younger, up-
and-coming professionals. Harry's most likely segments the consumer market
based on ________ variables.
demographic
Zeal is a popular automobile brand, and its positioning statement is: "For upscale
American families who require large vehicles, Zeal is the automobile of choice."
Which of the following mandatory elements is missing from the positioning
statement?
point of difference
________ segmentation factors divide buyers into different groups based on
social class, lifestyle, or personality characteristics.
Psychographic
Danko International is a multinational company that targets the BRIC countries
(Brazil, Russia, India, and China) because they're fast-growing developing
economies and use ________ to segment its world markets.
economic factors
ANSWERS WITH COMPLETE SOLUTIONS VERIFIED
Producers of popular beverages often partner with global music channels to
target consumers through a variety of promotional events and advertisements.
This approach to marketing is referred to as ________ segmentation.
intermarket
One reason demographic variables are the most popular bases for segmenting
customer groups is because they ________.
are easier to measure than other variables
Which of the following is an approach where firms target a whole market based
on common consumer needs?
undifferentiated marketing
The practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations is referred to as ________.
micromarketing
A successful niche marketing strategy relies on a firm's ________.
knowledge of customer needs
Gold Class Electricals, a consumer-electronics firm, targets market segments
based on factors such as country, age, social class, usage rate, and benefits
sought. The company divides its markets based on ________.
multiple segmentation bases
,Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely
segments include hunters, campers, and boaters. What is this segmentation
method called?
psychographic
Pediacertain Pet Supplies, a pet-food company, divides the pet market according
to the pet owners' gender, occupation, income, and family life cycle. In this case,
which of the following variables has the company used for market segmentation?
demographic
Which of the following is true of product positioning?
To simplify the buying process, consumers are likely to position products in their minds.
________ is the process of dividing a market into distinct groups of buyers who
have different needs, characteristics, or behavior.
Market segmentation
Bakeries and coffee bistros that offer pumpkin-flavored items only during the
autumn season target their consumers primarily through ________ segmentation.
occasion
Shampoo marketers segment buyers as light, medium, or heavy product users.
This is an example of ________ segmentation.
usage rate
Which of the following is the right order of the steps that companies generally
follow in designing a customer-driven marketing strategy?
market segmentation, market targeting, differentiation, and positioning
, The distinctive yellow and blue "hands held high" logo of a local daycare
distinguishes it from other establishments. The logo is prominently displayed on
its building, t-shirts worn by the children, and at fundraising events. The daycare
has differentiated itself through ________.
image
Harry's caters to the clothing needs of men, manufacturing two different lines of
fashion based on the purchasing power of its customers. One product line caters
to the needs of affluent, middle-aged men, and the other line targets younger, up-
and-coming professionals. Harry's most likely segments the consumer market
based on ________ variables.
demographic
Zeal is a popular automobile brand, and its positioning statement is: "For upscale
American families who require large vehicles, Zeal is the automobile of choice."
Which of the following mandatory elements is missing from the positioning
statement?
point of difference
________ segmentation factors divide buyers into different groups based on
social class, lifestyle, or personality characteristics.
Psychographic
Danko International is a multinational company that targets the BRIC countries
(Brazil, Russia, India, and China) because they're fast-growing developing
economies and use ________ to segment its world markets.
economic factors
