Question 1

If a market looks attractive, but a firm is not particularly skilled in the market, a key question is whether the firm can develop sufficient

Accepted Answer

A)  opportunities. 
B)  segments. 
C)  capabilities. 
D)  products. 
A)  opportunities. 
B)  segments. 
C)  capabilities. 
D)  products. C

Question 2

The Census.gov website cross-classifies businesses by sector and size.

Accepted Answer

A) True 
 B)False  True

Question 3

Tyson wants to sell his services as a fitness and nutrition consultant.When he is estimating profitability, what factor does he need to consider that a business selling goods does not need to consider?

Accepted Answer

A factor that will enter into the profitability estimates derives from the quality of people hired to offer the consultation.Services are usually associated with more variable costs than goods.Fixed costs for selling goods as varied as cereals and laptops include a plant, some machines, a few employees, and so forth; the variable costs would include things like our suppliers' raw materials.In services such as retail, a fixed cost would be the shop, some equipment, and so forth, but many materials and the employees themselves would be variable costs because, as the retail service takes off, it would need a bigger staff.

Question 4

Corporate strengths should be assessed relative to a firm's competitors in order to understand customers and their

Accepted Answer

A)  market segments. 
B)  awareness. 
C)  demographics. 
D)  purchase choices. 
A)  market segments. 
B)  awareness. 
C)  demographics. 
D)  purchase choices.

Question 5

Two important strategic criteria for targeting segments include the firm's strengths and the attractiveness of the segment.

Accepted Answer

A) True 
 B)False

Question 6

How do marketers estimate the size of a market? Explain.

Accepted Answer

Market sizing isn't difficult.Good demog

Question 7

How do marketers choose segments to target?

Accepted Answer

There are two perspectives in assessing

Question 8

If a market doesn't look so great, but a firm is awesome at creating products for it, the key question is whether the firm can

Accepted Answer

A)  conduct market research. 
B)  develop a market. 
C)  strategically segment the market. 
D)  develop even better products. 
A)  conduct market research. 
B)  develop a market. 
C)  strategically segment the market. 
D)  develop even better products.

Question 9

Bob thinks that a new RV business in his area would not face much local competition.How does he size the market? Include formulas in your answer.

Accepted Answer

Bob needs to start with the total popula

Question 10

What is the method for trying to objectively assess one's own corporate strengths?

Accepted Answer

A)  STP 
B)  SWOT analysis 
C)  4Ps 
D)  5Cs 
A)  STP 
B)  SWOT analysis 
C)  4Ps 
D)  5Cs

Question 11

Which calculation is the most accurate way to estimate the size of a market?

Accepted Answer

A)  [population × %aware × %trial × %repeat ] × Per annum purchase 
B)  [population × %trial × per annum purchase] × %repeat 
C)  population × %aware 
D)  population × %aware × %trial × %repeat 
A)  [population × %aware × %trial × %repeat ] × Per annum purchase 
B)  [population × %trial × per annum purchase] × %repeat 
C)  population × %aware 
D)  population × %aware × %trial × %repeat

Question 12

Threats are

Accepted Answer

A)  internal and favorable. 
B)  internal and unfavorable. 
C)  external and favorable. 
D)  external and unfavorable. 
A)  internal and favorable. 
B)  internal and unfavorable. 
C)  external and favorable. 
D)  external and unfavorable.

Question 13

Marketers try to serve the segments whose needs match their __________, and in doing so hope to make very happy and loyal customers who will be very profitable.

Accepted Answer

A)  abilities to deliver 
B)  opportunities 
C)  financial resources 
D)  targets 
A)  abilities to deliver 
B)  opportunities 
C)  financial resources 
D)  targets

Question 14

Regardless of whether a marketer is working B2B or B2C, the logic in market sizing estimation is always the same-start with the price of the product and multiply it by the size of the target market.

Accepted Answer

A) True 
 B)False

Question 15

In conducting a SWOT analysis, marketers are likely to collect some market research data on customers, such as perceptual maps and information about brands and products.

Accepted Answer

A) True 
 B)False

Question 16

Top-down and bottom-up perspectives are available to assess the attractiveness of each segment in terms of its potential for targeting, but only the top-down perspective should be considered.

Accepted Answer

A) True 
 B)False

Question 17

Opportunities and threats are usually driven by changes in one of the 5Cs.

Accepted Answer

A) True 
 B)False

Question 18

Some customer segments are high maintenance and not worth serving.

Accepted Answer

A) True 
 B)False

Question 19

SWOTs are useful in clarifying __________ marketing questions.

Accepted Answer

A)  few 
B)  most 
C)  all 
D)  no 
A)  few 
B)  most 
C)  all 
D)  no

Question 20

Final probability estimates require information such as industry knowledge or data that may be obtained from

Accepted Answer

A)  surveying customers. 
B)  moving averages. 
C)  SWOT analysis. 
D)  surveying suppliers. 
A)  surveying customers. 
B)  moving averages. 
C)  SWOT analysis. 
D)  surveying suppliers.

If a market looks attractive, but a firm is not particularly skilled in the market, a key question is whether the firm can develop sufficient

The Census.gov website cross-classifies businesses by sector and size.

Tyson wants to sell his services as a fitness and nutrition consultant.When he is estimating profitability, what factor does he need to consider that a business selling goods does not need to consider?

Corporate strengths should be assessed relative to a firm's competitors in order to understand customers and their

Two important strategic criteria for targeting segments include the firm's strengths and the attractiveness of the segment.

How do marketers estimate the size of a market? Explain.

How do marketers choose segments to target?

If a market doesn't look so great, but a firm is awesome at creating products for it, the key question is whether the firm can

Bob thinks that a new RV business in his area would not face much local competition.How does he size the market? Include formulas in your answer.

What is the method for trying to objectively assess one's own corporate strengths?

Which calculation is the most accurate way to estimate the size of a market?

Threats are

Marketers try to serve the segments whose needs match their __________, and in doing so hope to make very happy and loyal customers who will be very profitable.

Regardless of whether a marketer is working B2B or B2C, the logic in market sizing estimation is always the same-start with the price of the product and multiply it by the size of the target market.

In conducting a SWOT analysis, marketers are likely to collect some market research data on customers, such as perceptual maps and information about brands and products.

Top-down and bottom-up perspectives are available to assess the attractiveness of each segment in terms of its potential for targeting, but only the top-down perspective should be considered.

Opportunities and threats are usually driven by changes in one of the 5Cs.

Some customer segments are high maintenance and not worth serving.

SWOTs are useful in clarifying __________ marketing questions.

Final probability estimates require information such as industry knowledge or data that may be obtained from

Why Is Marketing Management Important

Customer Behavior

Segmentation

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters

Exam 4: Targeting

If a market looks attractive, but a firm is not particularly skilled in the market, a key question is whether the firm can develop sufficient

The Census.gov website cross-classifies businesses by sector and size.

Tyson wants to sell his services as a fitness and nutrition consultant.When he is estimating profitability, what factor does he need to consider that a business selling goods does not need to consider?

Corporate strengths should be assessed relative to a firm's competitors in order to understand customers and their

Two important strategic criteria for targeting segments include the firm's strengths and the attractiveness of the segment.

How do marketers estimate the size of a market? Explain.

How do marketers choose segments to target?

If a market doesn't look so great, but a firm is awesome at creating products for it, the key question is whether the firm can

Bob thinks that a new RV business in his area would not face much local competition.How does he size the market? Include formulas in your answer.

What is the method for trying to objectively assess one's own corporate strengths?

Which calculation is the most accurate way to estimate the size of a market?

Threats are

Marketers try to serve the segments whose needs match their __________, and in doing so hope to make very happy and loyal customers who will be very profitable.

Regardless of whether a marketer is working B2B or B2C, the logic in market sizing estimation is always the same-start with the price of the product and multiply it by the size of the target market.

In conducting a SWOT analysis, marketers are likely to collect some market research data on customers, such as perceptual maps and information about brands and products.

Top-down and bottom-up perspectives are available to assess the attractiveness of each segment in terms of its potential for targeting, but only the top-down perspective should be considered.

Opportunities and threats are usually driven by changes in one of the 5Cs.

Some customer segments are high maintenance and not worth serving.

SWOTs are useful in clarifying __________ marketing questions.

Final probability estimates require information such as industry knowledge or data that may be obtained from

Why Is Marketing Management Important

Customer Behavior

Segmentation

Positioning

Products Goods and Services

Brands

New Products and Innovation

Pricing

Channels of Distribution

Advertising Messages and Marketing Communications

Integrated Marketing Communications and Media Choices

Social Media

Customer Satisfaction and Customer Relationships

Marketing Research Tools

Marketing Strategy

Marketing Plans

Filters