Chapter3:MarketSegmentationMultipleChoiceQuestions:1.Themore_____thereisinthemarketplace,themore_____isrequired.a.similarity;segmentationb.diversity;massmarketingc.diversity;segmentationd.noneoftheabove(c;Difficulty1,p.49)2.Allofthefollowingarenecessaryconditionsforsuccessfulsegmentationofanymarket,except:a.alargeenoughpopulation.b.theabilitytospendmoneyontheproduct(generalaffluence).c.sufficientdiversityamongthesegments.d.segmentationoccurrenceindevelopedcountries.(d;Difficulty3,p.49)3.Theprocessofdividingamarketintodistinctsubsetsofconsumerswithcommonneedsorcharacteristicsisknownas:a.targetmarketing.b.marketsegmentation.c.massmarketing.d.themarketingconcept.(b;Difficulty1,p.50)4.HenryFordofferingtheModelTautomobiletothepublic“inanycolortheywantedaslongasitwasblack”isatthebasisof:a.marketsegmentation.b.massmarketing.c.targetmarketing.d.themarketingconcept.(b;Difficulty2,p.50)5.Allofthefollowingareadvantagesofthemassmarketingapproachexcept:a.oneadvertisingcampaignisneeded.b.oneproductisoffered.c.satisfiestheneedsofthemajority.d.onemarketingstrategyisrequired.(c;Difficulty2,p.50)6.Anymarketingstrategyisathreestepprocessthatincludes:a.marketsegmentation,marketingmixandpositioning.b.marketsegmentation,targetingandpositioning.c.markettargeting,positioningandrepositioning.d.price,placeandpromotion.(b;Difficulty2,p.50)7.Accordingtoourtext,StarGazersandFunExpressaretwosegmentsin:a.theautomobileindustry.b.campusdiningsegments.c.athleticshoessegments.d.travelsegments.(b;Difficulty3,p.51,table3-1)8.WhenTheGap,Incopeneditsbabyandkidsstores,aswellasBananaRepublicandOldNavy,itwasadoptinga____strategy.a.targetingb.segmentationc.massmarketingd.blanketmarketing(b;Difficulty2,p.51)9.Marriottoperates13lodgingbrands,suchasFairfieldInn,ResidenceInn,andMarriottResorts.ThisisanexampleofMarriottadoptinga_____strategy.a.targetingb.segmentationc.massmarketingd.blanketmarketing(b;Difficulty2,p.51)10.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments:LoLows,HiLows,LowHighs,andHiHighs.TheLowandHighmeasurementsreferto_____and_____respectively.a.currentshare;financialcapabilityb.risk;financialcapabilityc.currentshare;consumptiond.consumption;risk(c;Difficulty3,p.52)11.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments,LoLows,HiLows,LowHighs,andHiHighs.Thefirm,should“starve”theLowLows,“tickle”theHiLows,“chase”theLowHighs,and_____theHiHighs.a.strikeb.strokec.patd.cheer(b;Difficulty3,p.52)12.Inadditiontofillingproductgaps,segmentationresearchisregularlyusedbymarketersto:a.generateideasfornewpromotionalcampaigns.b.generateideasforproductimprovements.c.identifythemostappropriatemediatoplaceadvertising.d.alltheabove(c;Difficulty2,p.52)13.Thereareninemajorcategoriesofconsumercharacteristicsasthebasesforsegmentation.Theincludeallofthefollowingexcept:a.geographicfactors.b.physiologicalfactors.c.benefitssought.d.socioculturalvariables.(b;Difficulty1,p.53)14.Anothertermforpsychographiccharacteristicsis:a.age.b.lifestyle.c.benefitssought.d.use-situationfactors.(b;Difficulty1,p.53)15.Whentwotypesofmarketsegmentationareused,itiscalled:a.combinationsegmentation.b.hybridsegmentation.c.dualsegmentation.d.crosssegmentation.(b;Difficulty1,p.53)16.Peoplewholiveinthesameareasharesomesimilarneedsandwants.Thisisthetheorybehindwhichsegmentationbasis?a.demographicb.geographicc.psychographicd.sociocultu...