Exam (elaborations)
Chapter 8 Creating Brand Equity and Driving Growth
- Course
- Business
- Institution
- West Virginia Business College
Chapter 8 Creating Brand Equity and Driving Growth
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Chapter 8 Creating Brand Equity and Driving Growth1. 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.
Page: 213
D
2. Establishing and communicating the distinctive benefit(s) of the company's market offering, for
each target segment is called .
A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market dominance
Page: 213
B
3. The process of selecting one or more market segments to enter is called .
A) market targeting
B) market dominance
C) market positioning
D) market segmentation
E) market research
Page: 213
A
4. A consists of a group of customers who share a similar set of needs and wants.
A) vertical marketing system
B) market basket
C) market share
D) market segment
E) market level
Page: 214
D
5. Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker
and more cosmopolitan. Southwestern hotels are more rustic. This is an example of
segmentation.
A) demographic
B) behavioral
C) psychographic
D) geographic
E) cultural
, Page: 214
D
6. When Nike attempts to get close to its customers at the local level by sponsoring local school teams
and providing shoes, equipment, and clothing to many of them, Nike is using which of the following
marketing formats?
A) differentiated marketing
B) affiliate marketing
C) guerrilla marketing
D) affinity marketing
E) grassroots marketing
Page: 214
E
Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to
7.
recognize .
A) the level of disposable income earned by the target group
B) customer differences
C) the cost-benefit relationship of narrowing the target market
D) customer complaints
E) saturated markets
Page: 214
B
If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen
8. the method of segmentation.
A) demographic
B) psychographic
C) geographic
D) cultural
E) behavioral
Page: 214
C
If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-
9. oriented groups, he or she is segmenting on the basis of .
A) loyalty status
B) behavioral occasions
C) user status
D) psychographic lifestyle
E) readiness stage
Page: 215
D
Robert is the owner of an automobile manufacturing company. He calls for a board meeting and
10. 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
, .
A) occupation
B) family size
C) benefits
D) nationality
E) user status
Page: 215
C
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.
A) PRIZM
B) behavioral
C) psychographic
D) demographic
E) VALS
Page: 215
A
12. Pampers divides its market demographically on the basis of into prenatal, new
baby, baby, toddler, and preschooler.
A) life stage
B) gender
C) age
D) income
E) social class
Page: 216
C
According to PRIZM, the cluster is characterized as being in their late forties and fifties,
13. college-educated, upper-middle-class homeowners that married late, and are still raising children in
comfortable suburban subdivisions and pursuing kid-centered lifestyles.
A) cosmopolitans
B) beltway boomers
C) young digerati
D) winner's circle
E) old milltowns
Page: 216
B
According to PRIZM, the cluster is characterized by educated, midscale, and
14. multiethnic, urbane couples in America's fast-growing cities. Concentrated in a handful of metros
such as Las Vegas, Miami, and Albuquerque, these households feature older home owners, empty
nesters, and college graduates.
A) beltway boomers
B) old milltowns
C) cosmopolitans
D) young digerati
E) winner's circle
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