1
1
1
 
4. The ultimate goal of market segmentation is better serving the consumer while improving profitability.
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
True
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01-
02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's:
Knowledge
 5. One key assumption that underlies market segmentation is consumer preference
homogeneity.
 
a. True
 
b.
False
 
 ANSWER:
POINTS:
 
 DIFFICULTY:
 
False
 
1
 
Moderate
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01-
02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model
Product
 Bloom's:
Knowledge
 6. If all humans were the same in their preferences and behaviors, market segmentation would not be
needed.
 
a. True
 
b.
False
 
 ANSWER:
POINTS:
 
 DIFFICULTY:
 
True
 
1
 
Moderate
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01-
02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 Bloom's:
Knowledge
 
 
7. A target market is simply the segrnent(s) toward which a
finn's
marketing efforts are
directed.
 
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
True
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01- 02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer
CB&C Model Marketing
Plan
CB&C Model
Promotion
 Bloom's:
Knowledge
 8. Targeting is the process of communicating with our market segments through the use of marketing mix variables
in
such a way as to help consumers differentiate our product from our
competition.
 
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
False
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01- 02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer
CB&C Model Marketing
Plan
CB&C Model
Promotion
 Bloom's:
Knowledge
 9. The four elements of the marketing mix are product, price, position, and place.
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
False
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.11.02.01- 02.01
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model Marketing
Plan
CB&C Model
Product
 CB&C Model
Promotion
 Bloom's:
Knowledge
 
 
10. One unfortunate consequence of market segmentation is that consumers spend more time in search, evaluation,
and
 purchase
activities.
 
a. True
 
b.
False
 
 ANSWER:
POINTS:
 
 DIFFICULTY:
 
False
 
1
 
Moderate
 
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.02- 02.02
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's:
Knowledge
 11. Market segmentation benefits consumers and has increased
society's
standard
ofliving.
 
a. True
 
b.
False
 
 ANSWER:
POINTS:
 
 DIFFICULTY:
 
True
 
1
 
Moderate
 
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.02- 02.02
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's:
Knowledge
 12. Market aggregation is the opposite of market
segmentation.
 
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
True
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.03- 02.03
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's:
Knowledge
 
 
13. Market aggregation strategies ignore differences among different groups of
consumers.
 
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
True
 
1
 
 DIFFICULTY:
Easy
 
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.03- 02.03
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's:
Knowledge
 14. Jungle Jim's International Market, featured in your readings, uses a market aggregation
strategy.
 
a. True
 
b.
False
 
 ANSWER:
POINTS:
 
 DIFFICULTY:
 
False
 
1
 
Moderate
 
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.03- 02.03
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer
CB&C Model Marketing
Plan
CB&C Model
Product
 CB&C Model
Promotion
 Bloom's:
Knowledge
 15. A market segment must have more than one
 person.
 
a. True
 
b.
False
 
 ANSWER:
 
POINTS:
 
False
 
1
 
 DIFFICULTY:
Challenging
 LEARNING OBJECTIVES:
COBE.KARD.ll.02.03- 02.03
 
 NATIONAL STANDARDS:
United
States-
BUSPROG:
Analytic:-
BUSPROG:
Analytic
 
STATE STANDARDS:
TOPICS:
 
KEYWORDS:
 
United States - NONE - DISC: Individual Dynamics - Individual
Dynamics
 AACSB Reflective Thinking Skills CB&C Model
Customer 
 CB&C Model Marketing
Plan
 Bloom's: Comprehension
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