Marketing quốc tế 8 segment and target

Marketing Management, 14e Kotler/KellerChapter 8 Identifying Market Segments and Targets 1 Which of the following statements about market segmentation is true?. A It involves changing th

Marketing Management, 14e (Kotler/Keller)

Chapter 8 Identifying Market Segments and Targets

1) Which of the following statements about market segmentation is true?

A) It involves changing the identity of a product, relative to the identity of competing products,

in the collective minds of the target market

B) It is a process of evaluating each segment's attractiveness and selecting one or more to enter.C) It is a process of creating an image or identity of the product in the minds of the target market.D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants

E) It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results

4) A consists of a group of customers who share a similar set of needs and wants A) vertical marketing system

7) Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize

A) the level of disposable income earned by the target group

10) Robert is the owner of an automobile manufacturing company He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and

exhilaration He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds He also adds in that the price of the car must be affordable enough for anybody making

a good salary In accordance with the given scenario, Robert is trying to segment the market on the basis of

11) If a marketing researcher uses such names (categories) as Blue Blood Estates, Winner's

Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the

marketing researcher is using clusters

13) According to PRIZM, the cluster is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowners that married late, and are still raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles.

Vegas, Miami, and Albuquerque, these households feature older home owners, empty nesters, and college graduates

16) According to PRIZM, the cluster is characterized by retired singles and couples, living on downscaled incomes in pre-1960 homes and apartments, who enjoy gardening, sewing, socializing at veterans clubs, and eating out at casual restaurants.

B) it drives up manufacturing and marketing costs by reducing economies of scale

C) it magnifies logistical problems

D) it fails to address local needs

E) it sends conflicting marketing messages

18) Newlyweds in the United States buy more in the first six months than an established

household does in five years Newlyweds are an example of a(n) segment

19) Jose and Erika have just divorced Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

A) Old Luxury brand extensions

B) Accessible superpremium products

B) Mass market products

C) Old Luxury brand extensions

22) Which of the following statements about Gen Yers is true?

A) They are selective, confident, and impatient

B) They are more likely to associate retirement with "the beginning of the end"

C) They are more pragmatic and individualistic

D) They were born between 1964 and 1978

E) They were the first generation to find surpassing their parents' standard of living a serious challenge

24) If a marketing manager employs such marketing techniques as online buzz, student

ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the market

25) As part of an antismoking crusade, the American Legacy Foundation hires teens as the "TruthSquad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events The American Legacy Foundation is using to reach Generation Y

26) Which of the following statements about Gen Xers is true?

A) Gen Xers are more optimistic and team-oriented

B) Gen Xers are selective, confident, and impatient

C) Gen Xers are highly socially conscious and concerned about environmental issues

D) Gen Xers feel self-sufficiency and the ability to handle any circumstance are key

E) Technology is a barrier for Gen Xers

A) consumers are demanding more "bang for their buck"

B) Baby boomers still rule the marketplace

C) Generation Y and their concern about environmental issues will dominate the market in the future

D) products that appeal to 21-year-olds also appeal to baby boomers

E) companies must gain success quickly

Answer: D

Page Ref: 221

Objective: 2

Difficulty: Moderate

28) is the science of using psychology and demographics to better understand

29) According to the VALS segmentation system, are successful, sophisticated, active,

"take-charge" people with high self-esteem Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services

31) According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by .

34) A hardware store is interested in reaching people who are characterized by the VALS system

as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the category

37) According to the VALS segmentation system, are conservative, conventional, and traditional

people with concrete beliefs They prefer familiar, U.S.-made products and are loyal to

39) The key to attracting potential users, or even possibly nonusers, is

A) understanding the reasons they are not using

B) offering financial incentives for first-time use

C) increasing the usage rate of existing users

D) developing a new product that better meets their needs

E) increasing advertising expenditures

40) The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving Grocery stores who specifically advertise turkeys at this time

of year are segmenting on the basis of

43) Mothers-to-be are potential users who will turn into heavy users of infant products and services By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of

46) A company can learn a great deal by analyzing the degrees of brand loyalty For example, can show the firm which brands are most competitive with its own.

49) In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers This is an example of

52) A marketer is interested in segmenting a business market based on technology and customer capabilities Which of the following major segmentation variables would the marketer most likely use to assist with the task?

55) A company can be said to have used if the company distinguished among

customers buying on the basis of price, service, and quality

A) Step 2—segment identification

B) Step 3—segment attractiveness

C) Step 6—segment "acid test"

D) Step 1—needs-based segmentation

E) Step 7—marketing-mix strategy

58) In the step of the market segmentation process, the marketer evaluates the segmentusing criteria such as market growth and market access

A) segment "acid test"

60) A consists of two parts: a naked solution and discretionary options

A) differentiated market offering

B) flexible market offering

C) rigid market offering

D) vertical market offering

E) horizontal market offering

61) According to the criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program

64) In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and

A) the company's objectives and resources

B) the effectiveness of the suppliers

C) the flexibility of legal rules governing the business

D) the socio-economic infrastructure

E) the global nature of the product

67) Which of the following statements is true about the five forces identified by Michael Porter, that

determine the intrinsic long-run attractiveness of a market or market segment?

A) A segment is unattractive if the company's suppliers are unable to raise prices or reduce quantity supplied

B) A segment is unattractive if buyers possess strong or growing bargaining power

C) A segment is attractive when there are actual or potential substitutes for the product

D) A segment is attractive if it already contains numerous, strong, or aggressive competitors.E) The most attractive segment is one in which entry barriers are low and exit barriers are high.Answer: B

70) In marketing, the firm operates in several market segments and designs different products for each segment

73) Marketers usually identify niches by

A) dividing a segment into subsegments

B) conducting VALS tests

C) allowing consumers to gravitate toward product brands

D) examining the demographics section of the handbook of marketing

E) producing products that can be used in a variety of ways

76) All of the following are benefits of following the approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion

A) It makes the company almost bulletproof to competitors' actions

B) It diversifies the firm's risk

C) It creates synergy between markets

79) The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that

A) no synergy exists

B) logistics can become a nightmare

C) the product may be supplanted by an entirely new technology

D) competitors can easily copy any new product introductions

E) e-commerce becomes difficult for the company

83) Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics

89) Life stage defines a person's age

95) Baby boomers are also less likely to associate retirement with "the beginning of the end" and see it instead as a new chapter in their lives with new activities, interests, careers, or even

100) In the VALS segmentation system, thinkers are characterized as being successful,

sophisticated, active, "take-charge" people with high self-esteem

Answer: FALSE

Page Ref: 226

101) Everyone who buys a given product wants the same benefits from it

107) Purchasing approaches segmentation variables in the business marketplace include

technology, user and nonuser status, and general purchasing policies

113) A segment is attractive when there are actual or potential substitutes for the product.

115) An undifferentiated marketing approach to full market coverage designs a marketing

program for a product with a superior image that can be sold to the broadest number of buyers Answer: TRUE

119) A company is customerized when it is able to respond to individual customers by

customizing its products, services, and messages on a one-to-one basis

121) There are several major segmentation variables that might be used by a marketer to address

a consumer market If the marketer were to use social class, psychographic lifestyle, and

readiness stage to segment its market, identify possible segmentation subcategories under each ofthe three

Answer: First, social class would yield the subcategories of lower lowers, upper lowers, workingclass, middle class, upper middles, lower uppers, and upper uppers Second, psychographic lifestyles would yield culture-oriented, sports-oriented, and outdoor-oriented Lastly, readiness stage would yield unaware, aware, informed, interested, desirous, and intending to buy Other sub-categories might be possible

Page Ref: 215

Objective: 2

Difficulty: Easy

122) PRIZM was developed by Claritas Inc What was the purpose of PRIZM?

Answer: PRIZM stands for Potential Rating Index by Zip Markets It is a method for

geoclustering that classifies over half a million U.S residential neighborhoods into 14 distinct groups and 66 distinct lifestyle segments called PRIZM Clusters The groupings take into

consideration 39 factors in five broad categories: (1) education and affluence, (2) family life cycle, (3) urbanization, (4) race and ethnicity, and (5) mobility The neighborhoods are broken down by zip code, zip+4, or census tract and block group The clusters have descriptive titles such as Blue Blood Estates, Winner's Circle, Hometown Retired, Shotguns and Pickups, and Back Country Folks The inhabitants in a cluster tend to lead similar lives, drive similar cars, have similar jobs, and read similar magazines

Page Ref: 215

Objective: 2

Difficulty: Moderate

123) Identify and describe the three main types of New Luxury products.

Answer: The three main types of New Luxury products are:

1) Accessible superpremium products-They carry a significant premium over middle-market brands, yet consumers can readily trade up to them because they are relatively low-ticket items inaffordable categories

(2) Old Luxury brand extensions-They extend historically high-priced brands down-market whileretaining their cachet

(3) Masstige goods-They are priced between average middle-market brands and superpremium Old Luxury brands They are "always based on emotions, and consumers have a much stronger emotional engagement with them than with other goods."

Page Ref: 218

Objective: 2

AACSB: Analytic skills

Difficulty: Moderate

124) Briefly describe the characteristics of the Millennials

Answer: Born between 1979 and 1994, Millennials, also called Gen Y, number 78 million with annual spending power estimated at $187 billion Also known as the Echo Boomers, these consumers have been "wired" almost from birth— playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones They have a sense of entitlement and abundance from growing up during the economic boom and being pampered by their boomer parents Yet they are highly socially conscious and concerned about environmental issues They are selective, confident, and impatient

Page Ref: 219

Objective: 2

Difficulty: Moderate

125) Generation Y members are often turned off by overt branding practices and "hard sell." List and provide examples for the different approaches tried by the marketers to reach and persuade them.

Answer: The different approaches tried by the markets to reach and persuade Generation Y members include:

1) Online buzz—Rock band Foo Fighters created a digital street team that sends targeted e-mail blasts to members who "get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family."

2) Student ambassadors—Red Bull enlisted college students as Red Bull Student Brand

Managers to distribute samples, research drinking trends, design on-campus marketing

initiatives, and write stories for student newspapers

3) Unconventional sports—Chick-fil-A sponsored the National Amateur Dodgeball Association,

"a recreational pursuit for nontraditional sport enthusiasts."

4) Cool events—Hurley, which defined itself as an authentic "Microphone for Youth" brand rooted in surf, skate, art, music, and beach cultures, became the title sponsor of the U.S Open of Surfing Other sponsors included Casio, Converse, Corona, Paul Mitchell, and Southwest

Airlines

5) Computer games—Product placement is not restricted to movies or TV: Mountain Dew, Oakley, and Harley-Davidson all made deals to put logos on Tony Hawk's Pro Skater 3 from Activision

6) Videos—Burton ensures its snowboards and riders are clearly visible in any videos that are shot

7) Street teams—As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events Page Ref: 220- 221

Page Ref: 228

Objective: 2

AACSB: Reflective thinking

Difficulty: Moderate