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Exam 5: Market Segmentation

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Question 31

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Vet Meds is the pharmaceutical branch of a large medical research centre for animals.Vet Meds often conducts surveys at veterinary hospitals and private clinics for animals to identify potential areas for improvisation and growth.The company noted that many domestic pet-owners reported finding it extremely difficult to give their dogs oral medications owing to the bitter taste of the medicines,which remained even when the medicines were mixed with food.In response to this finding,Vet Meds released oral medicines for dogs which came in various meat flavors.Vet Meds used which of the following segmentation approaches to satisfy consumer needs?

A) Benefit segmentation
B) Psychographic segmentation
C) A priori segmentation
D) Social segmentation

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Question 32

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Chewies has been a favorite candy for many Southerners for years.The caramel,peanut,marshmallow and chocolate confectionaries are distributed through retail outlets in the South-Eastern regions of America.Its manufacturers recently started selling the candy through certain mail-order catalogs.Through previous research and experience,the marketing managers were able to use the _____ segmentation approach to gather information that would help determine the appropriate target groups for the mail-order catalogs for Chewies.

A) a priori
B) a posteriori
C) post hoc
D) mass market

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Question 33

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The group or market segment that a company selects to focus on is called the _____.

The ad for Concordia kitchen cabinets states,"For an exceptional look in cabinetry that you won't find anywhere else,buy Concordia cabinets." This is an example of positioning:

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve is called _____.

Which of the approaches to market segmentation is highly consistent with the approach to marketing suggested by the marketing concept?

According to the VALS™ framework,which of the following psychographic groups may be motivated by any of the three motivations of achievement,self-expression,and ideals?

According to the VALS™ framework,consumers categorized as experiences and makers are motivated primarily by _____.

Dawson & Peters' new line of leather boots are marketed as the hottest fashion trend of the season.The company put up posters on billboards that featured several celebrities wearing the boots.The concept of the television ads was how wearing the boots could make you the envy of all those around you.According to the VALS™ framework,which of the following psychographic groups was Dawson & Peters targeting?

While churches are still places for traditional religious ceremonies and training,some churches are trying to reach new segments of the population by offering music-based services,youth-led services,and televised services.Churches are using positioning:

A positioning map is:

Gable Brothers,Inc.is trying to find viable market for its new brand fountain pen.After conducting a psychographic segmentation,it found that the segment of potential consumers is so small that the volume in sales would not be profitable for the company.Therefore,top management has decided to not release the product into the market.Which of the following stages of the market segmentation process is the company currently in?

Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of conducting a research study on a market.

Clear Spring is a brand of bottled that is marketed as a much better product than Cool Blue,which is a competing brand of bottled water.The Clear Spring brand of bottled water is positioned:

The 2002 promotional campaign for a line of cruises by Celebration emphasized the various activities,such as hang gliding,mountaineering,hiking,and scuba diving that people taking any of the Celebration cruises could participate in.The cruise line was trying to dispel the misconception that cruises are boring and meant only for older and more conservative people.Which of the following categories of consumers,according to the VALS™ framework,would Celebration's advertisements appeal to the most?

Which of the following is the most market-oriented approach to segmentation?

A meaningful segment is one that:

The second step in the market segmentation process involves determining the_____.

The _____ of the VALS™ framework segments people based on the degree to which they are innovative and have requisite resources.

Thinkers,according to the VALS™ model,are motivated primarily by _____.