Chapter 5 Target Markets: Segmentation and Evaluadon

1. An individual's ability to buy depends on the person's Correct

A degree of buying power. B. authority. C. willingness to bury
D. need for the product. E exchange situation.

2. An undiferentiated targeting strategy is effectwo when the

target market ia characler:ed A different ated B. coneemtrated.
c, segmented. Correct D homogeneous E. heterogeneous

3. Staple food items and other products that consumers visw as

homogeneous can be marketed successfully approach through
the correct A. undifferentiated B. differentiated C. segmented
D. concentrated E. target Correct: A. a. a single market
segment through one marketing mix. activities toward

4. In the concentrated targeting strategy, the organization

directs its m B. single market segment through several
marketing mixes. C. many market segments through one
maiketing mix. D. many market segments through severa
marketing miHes. E. the total market approach through product
differentiation.

5. The concentrated targeting strategy places a business in a

position to generate alerge sales volume by A. penetrating a
few segments. Correct B. deeply penetrating a single segment.
C. deeply penetrating one segment and lightly penetrating
others. D. highly penetrating a total population E. deeply
penetrating a total population.

6. The fact that segments must be identifiable and divisible is a

neceseary condition for A. marketing mix development. B.
product differentiation. C. the undifferentiated targeting
strategy. Corect D. market segmentaiion E. creation of a
marketing mk.

7. The amount of a product that an organization could sell during

a specified time period at various levels of marketing activities is
called A. market potential. B. probable sales. C. company sales
forecast. Correct D. sales potential. E. trend sales

8.are made up of individuals with diverse product needs. A.

Homogeneous markets Correct B. Heterogeneous markets C.
Differentiated markets D. Market segments E. Total markets

9. Firms in the automobile industry generally use which

targeting strategy? A. Unified B. Undifferentiated correct C.
Differentiated D. Concentrated E. Mass marketing

10. Personality characteristics, motives, and lifestyles are A.

product-related customer characteristics. B: variables for
segmenting institutional markets. characteristics. C.
socioeconomic Correct D. psychographic dimensions for
segmenting markets. variables. E. behavioral segmentation

11. Using a customer survey, the forecaster gains information

on consumers' A past purchases. B. actual purchases. Correct
C. intended purchases. D. buying power. E. buying patterns
segmentation that helps marketers isolate very small
demographic units such as

12. The type of market where demand for specific products is

very strong is called neighborhoods A. cluster segmentation
segmentation Correct B. geodemographic C. behavioristic
segmentation D. undifferentiated targeting strategy. E. benefit
segmentation

13. The final goal in using the Delphi technique is to A. choose

the best possible method of segmenting a market for a specific
product. B. discover a pattern in a firm's sales over time.
Correct C. develop a highly accurate sales forecast D, determine
sales in specific sales territories for a specified period of time. E.
provide information about consumers' actual purchases.

14 If marketing research shows that an aggregate of people

lacks the desire for a product, that aggregate A. does not have
the authority to purchase the produci. B. does not have the
ability to purchase the product. C. is a markel for the product.
Correct D. is not a market for the product. E. is a market but
will not purchase the product.

15. The undiferentialed targeting strategy for A. product

differentiation is used. B. the firm defines the total market as
its target market. c. people within the market have
homogeneous needs Correct D. people within the market have
heterogeneous needs E. a single marketing mix is employed.

16. The three targeting strategies used to identify target

markets are A total market, undifferentiated, and
concentrated. B. product difierentiated, customer
differentieled, and company differentiated. concentrated. and
segmented. C. undifferentiated, concentrated, and
diferenliated. Correct D. undifferentiated, differentiated, and
fractionated. E. segmented,
17. Chrysler managers know that some people want sports cars.
while others want minivans, sport utility management views the
car market as being vehicles, or economy cars. Thus, Chrysler
Correct A. heterogeneous B. homogeneous. C. concentrated.
D. undifferentiated

18 The process iding a tctai market into groups so that persons

within eech group have eetively similar product Freees called
market Correct A. segmentation. B. targeting. D.
condensation. E. division.

19. Which of the following praducts is likely to be marketed

using a concentrated targeting strategy? A. Lysol cleaning
products B. Tide detergent Correct C. Rolls Royce cars D. L'eggs
pantyhose E. Budweiser beer

20. A primary advantage of the concentrated argeting strategy

is thai i A. requires less market research and information. B.
requires less intensive analysis of customers' needs. C.
maintains the firms flexiblity in moving into other markt
segments. correct D. permits development of a special
marketing mix for a single market segment. E. assures the
organization of having a sustainable competive advantage.

21. USA Steel provides steel o various manufacturers in the

United States. USA Steel would MOST LIKELY segment markets
based on which of the following variables? A. Demographic B.
Psychographic correct C. Type of organization D. Behaviaristic E.
Market density
22. Burger would lkey find which of the awing liestyle segments
to be MoST atracled to its products? A. Avid shoppers B.
Kitchen birds Correct C. chen strangers D. Constrained shoppers
E. Hurried shoppers

23. By offering Crest for Kids(attractive taste for childrer),

Regular Crest For cavity control, and Tartar Contro Procter&
Gamble is segmenting the market based on Crest toothpastes,
Correct A. benefits B. psychographics. c. lifestyle. D.
demographics. E. attitudes.

24. Kellogg's Frosted Flakes are targeted at children and

Kellogg's All Bran health-conscious adults. targeting strategy for
breakfast cereals. Kellogg's uses a Therefore, A. lifestyle B.
concentrated Correct C. differentiated D. undifferentiated E.
demographic

15. People's activities, interests. and opinions relate to which

of the following segmentation variables? A. Motive Correct B.
Lifestyle C. Social class D. Personality

Chapter 6 consumer buying behavior

1. Which product Mosi LIKELY would be purchased after

extended prcbem solving? Correct A. An expensive product
purchased for the first ime B. A product purchased often C. An
inexpensive product D. A convenience good E. A product with
which the consumer is satisfied

2. Consumers receive information inputs through their Correct

A. senses B. past learning experiences. C. motives D. attitudes
E. personalities
3. A motive is A. the result of a process in which an individual
selects, organizes, and interprets information inputs. B. a
change in an individual's behavior resulting from prior
experience in similar situations. C. c. an internal structure in
which experience and behavior are related. D. a positive or
negative feeling about an object. Correct E. an internal
energizing force directing behavior toward goals.

4. Personality is A. a process by which an individual organizes

thoughts. B. an individual's feelings toward an object. C. a
change in behavior that ses from prior behavior. D. an intern
energizing force direciing behavior toward goais. Correct E.
composed of internal trails and distinct behavioral tendencies
inat result in patterns of behavior in certain situations

5. Consumers' buying decisions are A. controlled by the people

around them B. no affected by the people around them.
Correct C. affected by reference groups. D. not influenced by
people with whom he consumer identifies. E. controlled by the
role of the consumer.

6. When buying laundry detergent, a person is Bely to use

Correct A. routinized response behavior. B. extended problem
solving. C. limited problem solving. D. a complete information
search. innuence.

7. Which of these is a product for which both the purchase

decision and the brand decelon are tongy E. reference-group
influenced by reference groups? Instant coffee Correct B. Beer
C. C. Soup D. Clothing E. Magazines
8. Marketers are concerned with consumer behavior because A.
consumer behavior patterns are predictable. Correct B. buyers'
reacions io a firm's marketing strategy havs a greal impact on
the marketing program's success. C. marketers manipulate
buyers. D. marketers are able control consumei behavior.
consumers purchase products for resa

9. The five social infiuences t affect consumer buying decisions

are reference groups and opinion roles, family influences,
psychographics, leaders, and social class. Correct B. roles,
family influences, reference groups and opinion leaders, social
class. and culture and subcukure. C. roles, family influences,
reference groups and opinion leaders, and culture and
subculture. psychographics, D. roles, family influences,
reference groups and opinion leaders, social class, and
personality structure. E. roles, family influences, reference
groups and opinion leaders, social class, and dissonant groups.

10. Which is NOT considered a reference group? A A

consumers family B. The American Medical Association C. A
group from which a consumer derives information Correct D. An
organization that has little influence on an individual E. A church
group

11. Culture is defined as A. the characterlstics of various social

classes. correct B. the values, knowledge, belies, customs,
objects, and concepts of our society. C. a set of activities that
an individual ls expected to perform. D. an open aggregate of
people with similar sacial rankings. E. a group with which an
individual identifies.
12, Evaluative criteria A. yield a brand that the buyer is willing
to purchase. Correct B. are used to rate and rank brands in the
evoked set. C. usually do not include objective characieristics
that are imporiant to a buyer. D. are examined during the
problem recognition stage. E. are not influenced by framing.

13. The process through which a person acquires the knowledge

and skills to function es a constimer is called A. Consumer
specialization. B. learning. C. consumer development. Correct
D. consumer socialization. personal growth.

14. For which of the following is a person MoST LIKELY to use

routinized decision making? A. Buying his or her first pair of
basketball shoes B. Buying a new set of aufomobile tires C.
Buying an expensive bicycle Correct D. Buying a sandwich for
lunch E. Buying a new software program

15. If Auto zone runs an ad asking customers to check their

windshield wiper blades for wear, the firm is attempting to
stimulate which of the foliowing? A. Framing B. Consideration
set formation Correct c. Problem recognition D. Information
search E. Evaluation of alternatives

16. Purchase of which of the following is MosT Y to require a

customer to use extended problem solving? A. Frozen orange
juice B. Ice cream Correct C. Exercise equipment D. Plastic forks
for a picnic E. Golf balls

17. Personality characteristics, perception, motives, aining,

attitudes, and lifestyles A. can be measured accurately by
marketers. B. operate independently of environmental
influences. C. are external forces that infiuence the consumer
buying decision process. Correct D. are psychological iniuences
that may affect the consumer buying decision Process E. are
social influences that may affect the consumer buying decision
process.

18. Hilton Hotels places an advertisement with a coupon in the

travel section of the SUNDAY NEW YOR process? TIMES. This ad
is intended to help consumers in which phase of the decision-
making A. Problem Recognition Correct B. Information Search
C. Evaluation of alternatives D. Purchase E. Post-Purchase
Evaluation

19. The Thompsons are driving across town to see a movie when
their tire is punctured by a nai!. using spare, they drive to the
ext service station and buy a new tire. Their buying process is
affected by A. an internal search influence. Correct. B. a
situational influence. C. a cognitive influence. D. cognitive
dissonance. E. framing

20. The consumer is MosT LIKELY o use limited problem solving

for correct A. a toaster. B. laundry detergent. C. a new car. D.
deodorant. E. a new home.

21. When a person uses an attitude scale, he or she is

attempting to measure the A. Strength of a person's need for a
product. B. intensity of a person's desire for a produci. correct
C. intensity of a person's feelings toward a ceriain obiect D.
level of information that a person has about a product. E.
amount of experience a person has had with a product
22. Selective occurs when a person remembers information
inputs that supporl his or her beliefs and forgets inputs that do
not. A. exposure B. information C. distortion Correct D.
retention E. organization

23. When Barbara ieceives information that is inconsisint with

her beliefs and then alters this information. she has engaged in
selective Correct A. distortion. B. retention C. exposure. D.
organization. am Hnd you and the forces ifrey exeri on you as a
buyer are called- influences. E. information