Which of the following is a correct statement about segmentation

10. Which of the following is a correct statement about segmentation schemes?
A. Firms are likely to use one or rarely two segmentation schemes as an economic convenience.
B. Firms are likely to use selected segmentation schemes to enter into undifferentiated markets.
C. Firms are likely to use multiple segmentation methods to leverage the capacities of each.
D. Firms are likely to use a different segmentation scheme depending on whether they're production, sales, or marketing
oriented.

11. Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.
The next step is to
A. decide whether to use undifferentiated segmentation.
B. categorize each market segment by consumer demographics.
C. develop a positioning strategy.
D. evaluate the attractiveness of each segment.

12. If a firm has geodemographic and purchasing information about its customers, the firm can effectively use data mining techniques to
A. understand psychographic motivations.
B. quantify unstructured survey question responses using geographic statistical simulations.
C. create new customer surveys.
D. tailor separate marketing programs for different geodemographic segments.

13. Alex has found that investment real estate buyers and residential real estate buyers both respond
positively to his marketing communication message. Alex has identified _______ that respond similarly to
his marketing efforts.
A. geographic segments
B. market segments
C. self-concept customers
D. mass-customization consumers

14. Retail checkout scanning systems create a tremendous amount of purchasing information usually stored
in a company's
A. Web site.
B. iPod system.
C. data warehouse.
D. syndicated data service.

15. In the classic example of segmentation strategy, years ago Swift Meat Company transformed turkey
meat into "Butterball" turkeys. In the process, the company
A. avoided the SARS virus.
B. differentiated its product.
C. created a new class of micromarketing.
D. raised consumers' self-concepts.

16. Several years ago, General Motors ran an advertising campaign for their Oldsmobile line of cars using
the slogan, "Not your father's automobile" and a young woman as spokesperson. GM was attempting to
_______ the Oldsmobile line.
A. use salient feature differentiation for
B. position
C. identify a target market for
D. reposition

17. If detailed customer information is kept over a period of time, a company may be able to construct an
important measure of a customer's profitability known as
A. customer earning potential.
B. primary customer profit.
C. customer lifetime value.
D. customer net worth.

18. For each target market, General Imaging Corporation, a manufacturer of imaging equipment, should engage in positioning, adjusting their marketing mix variables to give customers
A. a virtual perceptual map of the imaging landscape.
B. a clear, distinctive, and desirable understanding of their products relative to competing products.
C. a psychographic consultation based on value-enhanced manufacturing.
D. better Medicaid and Medicare payments.

19. The major advantage of primary research data is that it
A. is general enough to meet many different researchers' needs.
B. can be easily accessed through syndicated data bases.
C. takes less time to collect than secondary data.
D. can be tailored to meet the specific research needs.

20. Within a perceptual map, an ideal point represents where
A. a particular market segment's desired product would lie.
B. the marketing mix is established as a base-line.
C. the lifestyle symbolism matches the consumer's self-idealization perception.
D. costs and benefits equal each other.

21. Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in
the media. Paul is using this type of market research primarily to
A. help him understand the needs of his customers.
B. provide a link between him and his production center.
C. increase profits through the sale of syndicated data.
D. monitor his competitors.

22. Which of the following is a correct statement about marketing research?
A. Marketing research should encourage the manipulation of respondents when necessary.
B. Fundraising should be presented under the guise of being market research.
C. Those who conduct marketing research must use a more flexible, less-constraining set of ethical standards if they're to get
accurate and useful information.
D. Marketing research should be used ethically and should produce unbiased, factual information.

23. CVS drugstores used both lifestyle and demographic segmentation to
A. close unprofitable stores, or stores that would become unprofitable in the near future.
B. determine what stores in what cities should carry lifestyle products like birth control.
C. develop a product mix and set of promotion messages to reach their most frequent and regular shoppers.
D. assist federal drug enforcement agents to track down illegal use of over-t