Question 1

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

Accepted Answer

A) True 
 B)False

Question 2

Target and Kohl's have opened smaller-format stores designed to fit the needs of densely packed urban neighborhoods. This is an example of geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 3

Marketing the same product to a huge customer base without any customization is referred to as ________.

Accepted Answer

A)  mass marketing 
B)  differentiated marketing 
C)  niche marketing 
D)  local marketing 
E)  individual marketing 
A)  mass marketing 
B)  differentiated marketing 
C)  niche marketing 
D)  local marketing 
E)  individual marketing

Question 4

The full positioning of a brand is called the unique selling proposition.

Accepted Answer

A) True 
 B)False

Question 5

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

Accepted Answer

A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  more-for-more 
A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  more-for-more

Question 6

If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments.

Accepted Answer

A)  accessible 
B)  measurable 
C)  reachable 
D)  differentiable 
E)  observable 
A)  accessible 
B)  measurable 
C)  reachable 
D)  differentiable 
E)  observable

Question 7

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Accepted Answer

A)  Differentiation 
B)  Positioning 
C)  Market targeting 
D)  Market segmentation 
E)  Mass marketing 
A)  Differentiation 
B)  Positioning 
C)  Market targeting 
D)  Market segmentation 
E)  Mass marketing

Question 8

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

Accepted Answer

A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  more-for-more 
A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  more-for-more

Question 9

Compare and contrast local and individual marketing.

Accepted Answer

Local marketing involves tailoring brand

Question 10

Companies today are moving away from target marketing and toward mass marketing.

Accepted Answer

A) True 
 B)False

Question 11

Bose promises "better sound through research." This is an example of ________.

Accepted Answer

A)  people differentiation 
B)  channel differentiation 
C)  price differentiation 
D)  services differentiation 
E)  product differentiation 
A)  people differentiation 
B)  channel differentiation 
C)  price differentiation 
D)  services differentiation 
E)  product differentiation

Question 12

Which of the following is true of perceptual positioning maps?

Accepted Answer

A)  They are used by marketers to divide a market into smaller groups with distinct characteristics. 
B)  They are used by marketers to identify supplier and retailer perceptions of a product. 
C)  They are used to analyze consumer perceptions of a brand relative to competing products. 
D)  They are used to divide buyers into groups based on their perceived income and age. 
E)  They are used to plot the geographic segments that a company needs to target. 
A)  They are used by marketers to divide a market into smaller groups with distinct characteristics. 
B)  They are used by marketers to identify supplier and retailer perceptions of a product. 
C)  They are used to analyze consumer perceptions of a brand relative to competing products. 
D)  They are used to divide buyers into groups based on their perceived income and age. 
E)  They are used to plot the geographic segments that a company needs to target.

Question 13

Explain the four major segmentation variables for consumer markets.

Accepted Answer

For consumer marketing, the major segmen

Question 14

Multivariable segmentation systems merge and analyze geographic, demographic, lifestyle, and behavioral data to help companies segment their markets.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

Accepted Answer

A)  services differentiation 
B)  channel differentiation 
C)  people differentiation 
D)  product differentiation 
E)  price differentiation 
A)  services differentiation 
B)  channel differentiation 
C)  people differentiation 
D)  product differentiation 
E)  price differentiation

Question 16

Company and brand positioning should be summed up in a ________.

Accepted Answer

A)  mission statement 
B)  vision statement 
C)  profit statement 
D)  positioning statement 
E)  corporate statement 
A)  mission statement 
B)  vision statement 
C)  profit statement 
D)  positioning statement 
E)  corporate statement

Question 17

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Accepted Answer

A)  Differentiation 
B)  Mass marketing 
C)  Market targeting 
D)  Market segmentation 
E)  Positioning 
A)  Differentiation 
B)  Mass marketing 
C)  Market targeting 
D)  Market segmentation 
E)  Positioning

Question 18

Describe the process by which companies identify attractive market segments and choose a target marketing strategy.

Accepted Answer

To target the best market segments, a co

Question 19

Using a ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

Accepted Answer

A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  less-for-more 
A)  more-for-the-same 
B)  more-for-less 
C)  same-for-less 
D)  less-for-much-less 
E)  less-for-more

Question 20

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n)________ value proposition.

Accepted Answer

A)  more-for-more 
B)  more-for-the-same 
C)  more-for-less 
D)  all-or-nothing 
E)  same-for-less 
A)  more-for-more 
B)  more-for-the-same 
C)  more-for-less 
D)  all-or-nothing 
E)  same-for-less

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

Target and Kohl's have opened smaller-format stores designed to fit the needs of densely packed urban neighborhoods. This is an example of geographic segmentation.

Marketing the same product to a huge customer base without any customization is referred to as ________.

The full positioning of a brand is called the unique selling proposition.

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments.

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

Compare and contrast local and individual marketing.

Companies today are moving away from target marketing and toward mass marketing.

Bose promises "better sound through research." This is an example of ________.

Which of the following is true of perceptual positioning maps?

Explain the four major segmentation variables for consumer markets.

Multivariable segmentation systems merge and analyze geographic, demographic, lifestyle, and behavioral data to help companies segment their markets.

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

Company and brand positioning should be summed up in a ________.

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Describe the process by which companies identify attractive market segments and choose a target marketing strategy.

Using a ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

Target and Kohl's have opened smaller-format stores designed to fit the needs of densely packed urban neighborhoods. This is an example of geographic segmentation.

Marketing the same product to a huge customer base without any customization is referred to as ________.

The full positioning of a brand is called the unique selling proposition.

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

If men and women respond dissimilarly to the marketing efforts for a root beer-flavored malt beverage, they are considered ________ market segments.

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

Compare and contrast local and individual marketing.

Companies today are moving away from target marketing and toward mass marketing.

Bose promises "better sound through research." This is an example of ________.

Which of the following is true of perceptual positioning maps?

Explain the four major segmentation variables for consumer markets.

Multivariable segmentation systems merge and analyze geographic, demographic, lifestyle, and behavioral data to help companies segment their markets.

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

Company and brand positioning should be summed up in a ________.

________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

Describe the process by which companies identify attractive market segments and choose a target marketing strategy.

Using a ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters