Question 1

The marketer determines how the product will be marketed vis- a- vis its competition in its target market(s) as a result of market:

Accepted Answer

A)  probing. 
B)  targeting. 
C)  segmentation. 
D)  definition. 
E)  positioning. 
A)  probing. 
B)  targeting. 
C)  segmentation. 
D)  definition. 
E)  positioning. E

Question 2

Market targeting is BEST described by which of the following statements?

Accepted Answer

A)  Researching and preparing detailed profiles of distinct groups of buyers within the marketplace. 
B)  Dividing a market into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
C)  Evaluating the attractiveness of distinct groups of buyers and selecting one or more groups for special attention. 
D)  Dividing a population into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
E)  Dividing a target market into smaller segments that are likely to purchase a given brand. 
A)  Researching and preparing detailed profiles of distinct groups of buyers within the marketplace. 
B)  Dividing a market into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
C)  Evaluating the attractiveness of distinct groups of buyers and selecting one or more groups for special attention. 
D)  Dividing a population into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
E)  Dividing a target market into smaller segments that are likely to purchase a given brand. C

Question 3

The seller identifies market segments, selects one or more of those segments, and develops products and marketing mixes tailored to each segment in:

Accepted Answer

A)  micromarketing. 
B)  mass marketing. 
C)  product- variety marketing. 
D)  target marketing. 
E)  segment marketing. 
A)  micromarketing. 
B)  mass marketing. 
C)  product- variety marketing. 
D)  target marketing. 
E)  segment marketing. D

Question 4

A seller produces and distributes large quantities of a single product to all buyers in:

Accepted Answer

A)  single product marketing. 
B)  niche marketing. 
C)  target marketing. 
D)  undifferentiated marketing. 
E)  multiple product marketing. 
A)  single product marketing. 
B)  niche marketing. 
C)  target marketing. 
D)  undifferentiated marketing. 
E)  multiple product marketing.

Question 5

Firms that engage in product specialisation must also be engaging in undifferentiated marketing.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an example of a behavioural segmentation variable?

Accepted Answer

A)  user status 
B)  social class 
C)  personality 
D)  generation 
E)  religion 
A)  user status 
B)  social class 
C)  personality 
D)  generation 
E)  religion

Question 7

Many marketers believe behavioural variables are the best starting point for constructing market segments.

Accepted Answer

A) True 
 B)False

Question 8

A life insurance company offers prospects a toll- free number to call and promises not to ask complex health questions is using________ as its services differentiation strategy.

Accepted Answer

A)  customer training 
B)  distribution 
C)  ordering ease 
D)  delivery 
E)  installation 
A)  customer training 
B)  distribution 
C)  ordering ease 
D)  delivery 
E)  installation

Question 9

Red Tulip's "After Dinner Mints" brand is positioned in terms of:

Accepted Answer

A)  benefit segmentation. 
B)  demographic segmentation. 
C)  behaviour segmentation. 
D)  occasion segmentation. 
E)  habit segmentation. 
A)  benefit segmentation. 
B)  demographic segmentation. 
C)  behaviour segmentation. 
D)  occasion segmentation. 
E)  habit segmentation.

Question 10

The segmentation approach that divides markets into light- , medium- , and heavy- user groups is referred to as:

Accepted Answer

A)  lifestyle segmentation. 
B)  benefit segmentation. 
C)  life cycle segmentation. 
D)  demographic segmentation. 
E)  usage segmentation. 
A)  lifestyle segmentation. 
B)  benefit segmentation. 
C)  life cycle segmentation. 
D)  demographic segmentation. 
E)  usage segmentation.

Question 11

If the positioning strategy offers a difference not offered by others or is offered in a sufficiently different way from others, it meets the criterion of:

Accepted Answer

A)  importance. 
B)  superiority. 
C)  profitability. 
D)  pre- emption. 
E)  distinctiveness. 
A)  importance. 
B)  superiority. 
C)  profitability. 
D)  pre- emption. 
E)  distinctiveness.

Question 12

Social marketing agencies are unlikely to utilise usage rate segmentation.

Accepted Answer

A) True 
 B)False

Question 13

In terms of its affect on the marketing process, differentiated marketing:

Accepted Answer

A)  significantly decreases manufacturing costs. 
B)  reduces inventory costs. 
C)  keeps advertising costs low. 
D)  lowers total sales, which increases profits by increasing the margin on each sale. 
E)  increases administrative and production costs. 
A)  significantly decreases manufacturing costs. 
B)  reduces inventory costs. 
C)  keeps advertising costs low. 
D)  lowers total sales, which increases profits by increasing the margin on each sale. 
E)  increases administrative and production costs.

Question 14

Marketers of clothing, fashion accessories, cosmetics and magazines are MORE likely to use which segmentation variable?

Accepted Answer

A)  social class 
B)  age 
C)  usage rates 
D)  gender 
E)  income 
A)  social class 
B)  age 
C)  usage rates 
D)  gender 
E)  income

Question 15

When a market is large enough and profitable enough to serve, this is known as:

Accepted Answer

A)  actionable. 
B)  differentiable. 
C)  measurable. 
D)  accessible. 
E)  substantial. 
A)  actionable. 
B)  differentiable. 
C)  measurable. 
D)  accessible. 
E)  substantial.

Question 16

Mini Case 9- 1
A group of investors are thinking of starting a for- profit institution to be called Heaven University. They have identified a small segment of society that is displeased with the high cost of HECS or upfront fees and is willing to forego all social and sporting extracurricular activities in order to get an inexpensive, quality education in three years. The university investors will advertise nationally. Its target audience is individuals between 18- 40 years of age, who have either never undertaken a University degree or who failed to complete a degree commenced within the last ten years. The investors want to attract students who are currently working at a job with which they are dissatisfied. Heaven will only offer three degree programmes, which cannot be modified to individual student needs. Research has shown that these are degrees that this market segment repeatedly seeks. Students can earn their degrees over the Internet and only have to attend a one- week seminar on campus twice a year.
-Refer to Mini Case 9- 1. Which of the following approaches BEST describes the university's approach to segmentation?

Accepted Answer

A)  Mass marketing 
B)  Differentiated marketing 
C)  Local marketing 
D)  Micromarketing 
E)  Hyper- segmentation 
A)  Mass marketing 
B)  Differentiated marketing 
C)  Local marketing 
D)  Micromarketing 
E)  Hyper- segmentation

Question 17

Which of the following customer profiles uses psychographic descriptors exclusively?

Accepted Answer

A)  Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
B)  Ben is self confident in his role as a park ranger. 
C)  Roger is a radiographer with an income of over $80 thousand per year. 
D)  Peter likes nothing better than to unwind with his mates, over a drink, at the football game. 
E)  Gail is 21, works as a secretary and loves riding a mountain bike in her spare time. 
A)  Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
B)  Ben is self confident in his role as a park ranger. 
C)  Roger is a radiographer with an income of over $80 thousand per year. 
D)  Peter likes nothing better than to unwind with his mates, over a drink, at the football game. 
E)  Gail is 21, works as a secretary and loves riding a mountain bike in her spare time.

Question 18

Which of the following statements BEST describes the difference between age and life- cycle segmentation and generational segmentation?

Accepted Answer

A)  Age and life- cycle segmentation is a relatively straightforward segmentation strategy while generational segmentation is much harder to implement. 
B)  Age and life- cycle segmentation assumes the effect of time, and generational segmentation is based on the effects of economic and social status. 
C)  There are no differences between age and life- cycle segmentation and generational segmentation. 
D)  Age and life- cycle segmentation assumes people are influenced by where they are in life, and generational segmentation assumes they are influenced by what they grew up with. 
E)  Age and life- cycle segmentation is rigid and unchanging over time while generational segmentation changes with each decade. 
A)  Age and life- cycle segmentation is a relatively straightforward segmentation strategy while generational segmentation is much harder to implement. 
B)  Age and life- cycle segmentation assumes the effect of time, and generational segmentation is based on the effects of economic and social status. 
C)  There are no differences between age and life- cycle segmentation and generational segmentation. 
D)  Age and life- cycle segmentation assumes people are influenced by where they are in life, and generational segmentation assumes they are influenced by what they grew up with. 
E)  Age and life- cycle segmentation is rigid and unchanging over time while generational segmentation changes with each decade.

Question 19

The seller produces two or more products that have different features, styles, quality designed to appeal to different socioeconomic groups is MOST likely using:

Accepted Answer

A)  micromarketing. 
B)  target marketing. 
C)  differentiated marketing. 
D)  concentrated marketing. 
E)  dual marketing. 
A)  micromarketing. 
B)  target marketing. 
C)  differentiated marketing. 
D)  concentrated marketing. 
E)  dual marketing.

Question 20

The Alpha Corporation uses advertising which attempts to demonstrate the superiority of its product over named competitors on a feature by feature basis. The firm is positioning its product:

Accepted Answer

A)  away from competitors. 
B)  against its competitors. 
C)  usage occasion. 
D)  as similar to its competitors. 
E)  for a product class. 
A)  away from competitors. 
B)  against its competitors. 
C)  usage occasion. 
D)  as similar to its competitors. 
E)  for a product class.

The marketer determines how the product will be marketed vis- a- vis its competition in its target market(s) as a result of market:

Market targeting is BEST described by which of the following statements?

The seller identifies market segments, selects one or more of those segments, and develops products and marketing mixes tailored to each segment in:

A seller produces and distributes large quantities of a single product to all buyers in:

Firms that engage in product specialisation must also be engaging in undifferentiated marketing.

Which of the following is an example of a behavioural segmentation variable?

Many marketers believe behavioural variables are the best starting point for constructing market segments.

A life insurance company offers prospects a toll- free number to call and promises not to ask complex health questions is using________ as its services differentiation strategy.

Red Tulip's "After Dinner Mints" brand is positioned in terms of:

The segmentation approach that divides markets into light- , medium- , and heavy- user groups is referred to as:

If the positioning strategy offers a difference not offered by others or is offered in a sufficiently different way from others, it meets the criterion of:

Social marketing agencies are unlikely to utilise usage rate segmentation.

In terms of its affect on the marketing process, differentiated marketing:

Marketers of clothing, fashion accessories, cosmetics and magazines are MORE likely to use which segmentation variable?

When a market is large enough and profitable enough to serve, this is known as:

Which of the following customer profiles uses psychographic descriptors exclusively?

Which of the following statements BEST describes the difference between age and life- cycle segmentation and generational segmentation?

The seller produces two or more products that have different features, styles, quality designed to appeal to different socioeconomic groups is MOST likely using:

The Alpha Corporation uses advertising which attempts to demonstrate the superiority of its product over named competitors on a feature by feature basis. The firm is positioning its product:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 9: Market Segmentation, Targeting and Positioning

The marketer determines how the product will be marketed vis- a- vis its competition in its target market(s) as a result of market:

Market targeting is BEST described by which of the following statements?

The seller identifies market segments, selects one or more of those segments, and develops products and marketing mixes tailored to each segment in:

A seller produces and distributes large quantities of a single product to all buyers in:

Firms that engage in product specialisation must also be engaging in undifferentiated marketing.

Which of the following is an example of a behavioural segmentation variable?

Many marketers believe behavioural variables are the best starting point for constructing market segments.

A life insurance company offers prospects a toll- free number to call and promises not to ask complex health questions is using________ as its services differentiation strategy.

Red Tulip's "After Dinner Mints" brand is positioned in terms of:

The segmentation approach that divides markets into light- , medium- , and heavy- user groups is referred to as:

If the positioning strategy offers a difference not offered by others or is offered in a sufficiently different way from others, it meets the criterion of:

Social marketing agencies are unlikely to utilise usage rate segmentation.

In terms of its affect on the marketing process, differentiated marketing:

Marketers of clothing, fashion accessories, cosmetics and magazines are MORE likely to use which segmentation variable?

When a market is large enough and profitable enough to serve, this is known as:

Which of the following customer profiles uses psychographic descriptors exclusively?

Which of the following statements BEST describes the difference between age and life- cycle segmentation and generational segmentation?

The seller produces two or more products that have different features, styles, quality designed to appeal to different socioeconomic groups is MOST likely using:

The Alpha Corporation uses advertising which attempts to demonstrate the superiority of its product over named competitors on a feature by feature basis. The firm is positioning its product:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters