4. segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

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1 Student ID: Exam: RR - Targeting the Marketplace When you have completed your exam and reviewed your answers, click Submit Exam. Answers will not be recorded until you hit Submit Exam. If you need to exit before completing the exam, click Cancel Exam. Questions 1 to 25: Select the best answer to each question. Note that a question and its answers may be split across a page break, so be sure that you have seen the entire question and all the answers before choosing an answer. 1. A(n) is often used to illustrate the position of a firm's products or brands in consumers' minds. A. VALS summary B. mass-marketing analysis C. perceptual map D. loyalty timeline 2. Commercial research firms like ACNielsen, J. D. Power, and Simmons Market Research Bureau are sources of A. data mining. B. secondary data. C. syndicated data. D. primary data. 3. Because marketing is all about creating value for customers, dividing the market based on segmentation can be quite useful. A. benefit B. geographic C. self-actualization D. psychographic 4. segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach. A. Self-value B. Psychographic C. Geographic D. Demographic 5. If a marketer feels the need to abandon the current configuration of the marketing mix to revitalize the product or service, one preferred option is A. ideal-point perception planning. B. repositioning. C. lifestyle symbolization utilization. D. target concentration.

2 6. Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and doesn't contain sufficient buying power. Greta is concerned with whether the segment is A. responsive. B. substantial. C. profitable. D. reachable. 7. Within a perceptual map, an ideal point represents where A. costs and benefits equal each other. B. the marketing mix is established as a base-line. C. a particular market segment's desired product would lie. D. the lifestyle symbolism matches the consumer's self-idealization perception. 8. 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. mass-customization consumers B. self-concept customers C. geographic segments D. market segments 9. One of the most important factors in creating solid, actionable recommendations is that market researchers must collect, record, analyze, and interpret data in a(n) fashion. A. opportunistic B. entrepreneurial C. systematic D. synchronous rather than asynchronous 10. If a firm has geodemographic and purchasing information about its customers, the firm can effectively use data mining techniques to A. quantify unstructured survey question responses using geographic statistical simulations. B. create new customer surveys. C. understand psychographic motivations. D. tailor separate marketing programs for different geodemographic segments. 11. From charitable giving, to medical records, to Internet tracking, consumers are more anxious than ever about A. the use of secondary data retrieval systems. B. preserving their fundamental right to privacy. C. exploitation of resources by unscrupulous global marketers. D. the use of data mining by dating services.

3 12. Marketing researchers (both ethical and not) have found it more and more difficult to get quality information, especially about sensitive topics. Responsible marketers know they must to get reluctant respondents to provide honest information. A. use either focus group or in-depth interviews B. choose only extroverts and other marketing researchers C. deconstruct unstructured questions D. assure consumers that their individual responses will be kept confidential 13. If a marketing researcher is ready to move beyond preliminary insights, he or she is ready to engage in A. conclusive research. B. data warehousing. C. syndicated marketing surveys. D. exploratory research. 14. Psychographics is the segmentation method that delves into how consumers A. describe themselves. B. allocate scarce incomes on a variety of goods and services. C. adjust to demographic changes. D. watch television. 15. As access to the Internet becomes nearly universal, it makes many potential market segments become more A. substantial. B. reachable. C. perceptive. D. identifiable. 16. The many incidents of identity theft and scams presented to consumers as market research surveys have made A. data mining easier. B. consumers more sympathetic to the plight of market researchers. C. it more difficult for market researchers to gain cooperation from respondents. D. government regulations covering market research more flexible. 17. In the classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In the process, the company A. raised consumers' self-concepts. B. differentiated its product. C. created a new class of micromarketing. D. avoided the SARS virus. 18. Which of the following is a correct statement about marketing research? A. Marketing research should encourage the manipulation of respondents when necessary.

4 B. 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. C. Marketing research should be used ethically and should produce unbiased, factual information. D. Fundraising should be presented under the guise of being market research. 19. If the results of marketing research provide information that's used in making management decisions, marketing research will A. replace the need for detailed planning exercises. B. create value. C. become an executive staff function. D. become an important profit center in its own right. 20. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a segmentation strategy. A. benefit B. concentrated C. micromarketing D. differentiated 21. Assuming a market research study will reduce uncertainty associated with a proposed project, which of the following is the next major question that needs to be addressed before starting the study? A. Is top management committed to the study? B. Will observation research be considered intrusive? C. How will the results be presented? D. How will the questions be defined? 22. The major advantage of primary research data is that it A. takes less time to collect than secondary data. B. can be tailored to meet the specific research needs. C. is general enough to meet many different researchers' needs. D. can be easily accessed through syndicated data bases. 23. If values provide goals, and self-concept is the way we see ourselves, lifestyles are A. how we live our lives to achieve goals. B. images of how we should live our lives. C. marketing manipulation of consumers' fears. D. motivations turned into perceptual maps. 24. CVS drugstores used both lifestyle and demographic segmentation to A. develop a product mix and set of promotion messages to reach their most frequent and regular shoppers. B. close unprofitable stores, or stores that would become unprofitable in the near future. C. assist federal drug enforcement agents to track down illegal use of over-the-counter drugs. D. determine what stores in what cities should carry lifestyle products like birth control.

5 25. 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. customer lifetime value. C. primary customer profit. D. customer net worth. End of exam