49) ________ are bits of computer code placed on browsers to keep track of online activity.
A) Data brokers
B) Candies
C) Cookies
D) Binodes
E) Real-time bidding
50) Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer’s objectives and resources
51) Promotional alerts sent to the smartphones of customers, who opted into this service, when
the customers near or enter the store is called ________.
A) psychographic segmentation
B) geodemographic segmentation
C) real-time bidding
D) showrooming
E) geofencing
52) Most marketers prefer to target consumer segments that are ________.
A) small
B) profitable
C) unpredictable
D) inaccessible
E) expensive to pursue
53) Peter wants to segment the target audience for his frozen yogurt shop based on benefits
sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is
not as ________.
A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue
54) The image and unique identity of a product, service or brand in consumers’ minds is called
its ________.
A) position
B) perception
C) segment
D) target
E) imposition
55) ________ is the process by which a company intentionally changes the distinct image and
identity that its product or brand occupies in consumers’ minds.
A) Premier position
B) Positioning against competition
C) Repositioning
D) Key attribute positioning
E) Umbrella positioning
56) In the MUSEUM MINI CASE, dividing museum attendees into frequent users, less frequent
users, and non-users is known as ________.
A) geographic segmentation
B) benefit segmentation
C) usage rate segmentation
D) sociocultural segmentation
E) psychographic segmentation
57) In the MUSEUM MINI CASE, the museum’s approach to promoting its new children’s
programming is best described as ________.
A) showrooming
B) geofencing
C) narrowcasting
D) concentrated marketing
E) demographic segmentation
58) In the MUSEUM MINI CASE, the most important differentiating factor between frequent
and less frequent users is ________.
A) income
B) age
C) gender
D) education
E) stage of family life cycle
59) In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely targeting
________ with its new Adventure Cruises.
A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers
60) In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see multiple
islands from the comfort of a single ship, alleviating the hassle of flying between islands and
staying in a different hotel every couple of nights. Targeting consumers who view this
convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation
61) In the RENTAL CAR MINI CASE, Rosetta exercises ________ when it stocks more
convertible cars in California than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation
62) In the RENTAL CAR MINI CASE, Rosetta focuses on vacation travelers, as opposed to
business travelers. Dividing the market in this way is known as ________.
A) psychographic segmentation
B) geographic segmentation
C) demographic segmentation
D) sociocultural segmentation
E) psychological segmentation
63) Targeting is the process of dividing a market into subsets of consumers with common needs
or characteristics.
64) When Qantas Airlines offers First Class, Business Class, Premium Economy, and Economy,
with different features and amenities for each segment, they are engaged in positioning.
65) Effectively catering to the distinct needs of consumers by offering them clearly differentiated
products involves much higher research, production, advertising, and distribution costs.
66) Positioning is the process by which a company creates a distinct image and identity for its
products, services, and brands in consumers’ minds.
67) Marketers use segmentation research to identify the most appropriate media in which to
place advertisements.
68) Most marketers prefer to target consumer segments that are relatively stable in terms of
demographic and psychological factors and that have needs that are likely to grow larger over
time.
69) Every segment that can be identified is inherently viable and profitable as a basis for targeted
marketing.
70) Personality traits and cultural values are consumer-intrinsic cognitive factors.
71) Geographic characteristics serve as the core of almost all segmentations.
72) Demographic variables can reveal ongoing trends that signal business opportunities, such as
shifts in age and income distribution.
73) When it comes to financial investments people who are older and closer to retirement tend to
be more cautious.
74) Consumers in different social classes tend to vary in terms of values, product preferences,
and buying habits.
75) The family life cycle is a classification of the phases most families go through, and each
stage represents an important target segment to many marketers.
76) Education, occupation, and income tend to be closely correlated.
77) A composite variable that includes marital status, size of family, age of family members
(focusing on the age of the oldest or youngest child), and employment status of the head of
household classifies the family into a “typical” stage.
78) Social Class is the division of members of a society into a hierarchy of distinct status classes,
so that members of each class have relatively the same status and members of all other classes
have either higher or lower status.
79) Procter and Gamble (P&G), the world’s largest maker of consumer goods and advertiser, has
been worried about the financial hardship of America’s middle class, which it believes will be
long lasting. P&G’s definition of middle class is households with annual income between
$50,000 and $100,000, which amounts to 40% of the country’s households.
80) Culturally distinct segments cannot be prospects for the same product and can only be
targeted efficiently with unique promotional appeals for unique products.
81) Absolut Vodka has introduced limited editions of flavored vodkas in major cities with the
cities’ names integrated into the brand and with well-recognized features of the city embedded in
the ads.
82) P$YCLE segments consumers based on the household’s lifestage class.
83) Colgate, probably the world’s most sophisticated marketer of personal care products, markets
its offerings according to consumers’ need in caring for their teeth and maintaining oral hygiene.
84) Consumers belonging to the VALS segment called Believers are motivated by desire for
achievement and have moderate resources, so they are trendy and seek approval from others.
85) Long stays and repeat visits to a product’s website are not related to high levels of product
and purchase involvement or purchase intentions.
86) Showrooming sends promotional alerts to the smartphones of customers who opt-in when the
customers enter or near the store.
87) Web crawlers are programs that capture content across the Internet and transmit it to the data
broker’s servers.
88) Geofencing consists of sending promotional alerts to the smartphones of customers who are
near or had entered the store.
89) An impression is a customer that becomes available for real-time bidding.
90) Distinguish between targeting, positioning, and segmentation. In your response, please
indicate the correct order for the three steps.
91) Identify and discuss the four criteria that make market segments effective targets.
92) What is the difference between behavioral data and cognitive data? Explain the difference in
measurement and provide examples of consumer-intrinsic and consumption-based information
associated with each type.
93) List the reasons all segmentation programs include demographic data.
94) Provide an example of how a demographic variable has been used to position a product to a
target market.
95) Position a health club offering to one of the VALS segments. In your description of the
positioning for the segment, please note the segment’s primary motivation, level of resources,
level of innovativeness, and values and consumption patterns.
96) What questions can be answered using predictive analytics?
97) What is showrooming? Provide an example of how a retailer might combat it.
98) What is real-time bidding? What is an impression?
99) What are the four groups of sites that collect information for real-time bidding?