Question 1

Dell Computers builds, markets, delivers and installs custom- configured computers for individual customers. This is best described as:

Accepted Answer

A)  niche marketing. 
B)  mass customisation. 
C)  micromarketing. 
D)  hyper segmentation. 
E)  hyper marketing. 
A)  niche marketing. 
B)  mass customisation. 
C)  micromarketing. 
D)  hyper segmentation. 
E)  hyper marketing.

Question 2

Symbols can provide a strong form of brand positioning.

Accepted Answer

A) True 
 B)False

Question 3

In order to successfully build a position, a seller must identify an appropriate set of differentiated competitive advantages on which it must eventually deliver.

Accepted Answer

A) True 
 B)False

Question 4

Demographic factors are the most widely used segmentation variable.

Accepted Answer

A) True 
 B)False

Question 5

An exercise equipment company produces exercise equipment designed for people with back injuries. Since this is a small market largely ignored by other exercise equipment makers, this equipment manufacturer is engaged in ________marketing.

Accepted Answer

A)  local 
B)  aggregated 
C)  individual 
D)  derived 
E)  micro 
A)  local 
B)  aggregated 
C)  individual 
D)  derived 
E)  micro

Question 6

A product's "position" is a set of perceptions, impressions, and feelings consumers hold for a product compared with those held for competing products.

Accepted Answer

A) True 
 B)False

Question 7

When a company is seeking to determine which point or points of difference to promote, it should look at several key critera. Which of the following is NOT one of the criteria for an effective point of difference?

Accepted Answer

A)  For customers, it should deliver more for less. 
B)  It should be valuable to target buyers. 
C)  Buyers should be able to afford to pay for the point of difference. 
D)  It should be distinctive among competitors. 
E)  It should be difficult for competitors to copy. 
A)  For customers, it should deliver more for less. 
B)  It should be valuable to target buyers. 
C)  Buyers should be able to afford to pay for the point of difference. 
D)  It should be distinctive among competitors. 
E)  It should be difficult for competitors to copy.

Question 8

Shannons Insurance is a highly regarded, niche- market, service provider that specialises in providing car insurance for vintage and classic cars. Shannons' customers are defined as car enthusiasts of any age, who value the tailored insurance products offered by the company. Shannons has MOST likely segmented on which of the following?

Accepted Answer

A)  psychographics 
B)  usage rate 
C)  benefits- sought 
D)  demographics 
E)  behavioural 
A)  psychographics 
B)  usage rate 
C)  benefits- sought 
D)  demographics 
E)  behavioural

Question 9

The Blue Mountains Retreat Centre is open to people of all religious faiths and is a place people can go to unwind from the stressful rigours of daily life. Which of the following is an example of a psychographic variable the owner of the retreat could use in its marketing strategy?

Accepted Answer

A)  psychographic 
B)  income 
C)  age 
D)  social class 
E)  occupation 
A)  psychographic 
B)  income 
C)  age 
D)  social class 
E)  occupation

Question 10

Marketers of cars, boats, fine dining, travel and jewellery are MORE likely to use which segmentation variable?

Accepted Answer

A)  income 
B)  family life- cycle 
C)  age 
D)  usage rates 
E)  marital status 
A)  income 
B)  family life- cycle 
C)  age 
D)  usage rates 
E)  marital status

Question 11

Which statement BEST explains the transition from segmentation to target marketing?

Accepted Answer

A)  It involves evaluating the various segments and choosing a segment or segments to focus marketing activities. 
B)  It is a process which transcends the understanding of needs and wants. 
C)  It is always about quickly to capitalise on opportunities. 
D)  A marketing organisation will make each segment interested in their product. 
E)  They are the same thing. 
A)  It involves evaluating the various segments and choosing a segment or segments to focus marketing activities. 
B)  It is a process which transcends the understanding of needs and wants. 
C)  It is always about quickly to capitalise on opportunities. 
D)  A marketing organisation will make each segment interested in their product. 
E)  They are the same thing.

Question 12

A segmentation study of people who would be interested in subscribing to a cooking magazine discovered three distinct groups of potential subscribers: (1) those who wanted to cook the same foods their mothers cooked for them, (2) those who wanted to learn about the latest cooking trends and fads, and (3) those who were interested in learning about a variety of different international cuisines. This magazine discovered its market can be segmented using________variables.

Accepted Answer

A)  geographic 
B)  demographic 
C)  social class 
D)  generation 
E)  psychographic 
A)  geographic 
B)  demographic 
C)  social class 
D)  generation 
E)  psychographic

Question 13

Marketers should be careful to guard against________ when using age and life cycle segmentation.

Accepted Answer

A)  gender bias 
B)  underestimating 
C)  stereotyping 
D)  cultural bias 
E)  traditional marketing 
A)  gender bias 
B)  underestimating 
C)  stereotyping 
D)  cultural bias 
E)  traditional marketing

Question 14

Dr Scholl therapeutic sandals claim to massage the feet with use. Dr Scholl's marketers are careful to protect the therapeutic image of their product. To that end, the company will only agree to it being sold in pharmacies which help to highlight the product's health giving properties. Which of the following BEST describes Dr Scholl's approach to positioning?

Accepted Answer

A)  positioning against a competitor 
B)  positioning at a market segment or user group 
C)  positioning by benefits- sought 
D)  positioning along price lines 
E)  positioning for a product class 
A)  positioning against a competitor 
B)  positioning at a market segment or user group 
C)  positioning by benefits- sought 
D)  positioning along price lines 
E)  positioning for a product class

Question 15

In the sale of expensive apparel and jewellery, the David Jones Department Store would probably use segmentation based on:

Accepted Answer

A)  volumetrics. 
B)  age. 
C)  benefit. 
D)  income. 
E)  occupation. 
A)  volumetrics. 
B)  age. 
C)  benefit. 
D)  income. 
E)  occupation.

Question 16

When market segments are conceptually distinguishable and respond to different marketing mix elements, 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 17

The final step in a customer- driven marketing strategy is market:

Accepted Answer

A)  segmentation. 
B)  analysis. 
C)  targeting. 
D)  aggregation. 
E)  positioning. 
A)  segmentation. 
B)  analysis. 
C)  targeting. 
D)  aggregation. 
E)  positioning.

Question 18

Market positioning typically requires setting the competitive position and the development of the marketing mix to be used by the firm.

Accepted Answer

A) True 
 B)False

Question 19

Apparent brand loyalty may reflect no more than habitual purchase behaviour.

Accepted Answer

A) True 
 B)False

Question 20

Since undifferentiated marketing and concentrated marketing each have only one marketing mix, they are essentially the same thing.

Accepted Answer

A) True 
 B)False

Dell Computers builds, markets, delivers and installs custom- configured computers for individual customers. This is best described as:

Symbols can provide a strong form of brand positioning.

In order to successfully build a position, a seller must identify an appropriate set of differentiated competitive advantages on which it must eventually deliver.

Demographic factors are the most widely used segmentation variable.

An exercise equipment company produces exercise equipment designed for people with back injuries. Since this is a small market largely ignored by other exercise equipment makers, this equipment manufacturer is engaged in ________marketing.

A product's "position" is a set of perceptions, impressions, and feelings consumers hold for a product compared with those held for competing products.

When a company is seeking to determine which point or points of difference to promote, it should look at several key critera. Which of the following is NOT one of the criteria for an effective point of difference?

The Blue Mountains Retreat Centre is open to people of all religious faiths and is a place people can go to unwind from the stressful rigours of daily life. Which of the following is an example of a psychographic variable the owner of the retreat could use in its marketing strategy?

Marketers of cars, boats, fine dining, travel and jewellery are MORE likely to use which segmentation variable?

Which statement BEST explains the transition from segmentation to target marketing?

Marketers should be careful to guard against________ when using age and life cycle segmentation.

In the sale of expensive apparel and jewellery, the David Jones Department Store would probably use segmentation based on:

When market segments are conceptually distinguishable and respond to different marketing mix elements, this is known as:

The final step in a customer- driven marketing strategy is market:

Market positioning typically requires setting the competitive position and the development of the marketing mix to be used by the firm.

Apparent brand loyalty may reflect no more than habitual purchase behaviour.

Since undifferentiated marketing and concentrated marketing each have only one marketing mix, they are essentially the same thing.

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

Dell Computers builds, markets, delivers and installs custom- configured computers for individual customers. This is best described as:

Symbols can provide a strong form of brand positioning.

In order to successfully build a position, a seller must identify an appropriate set of differentiated competitive advantages on which it must eventually deliver.

Demographic factors are the most widely used segmentation variable.

An exercise equipment company produces exercise equipment designed for people with back injuries. Since this is a small market largely ignored by other exercise equipment makers, this equipment manufacturer is engaged in ________marketing.

A product's "position" is a set of perceptions, impressions, and feelings consumers hold for a product compared with those held for competing products.

When a company is seeking to determine which point or points of difference to promote, it should look at several key critera. Which of the following is NOT one of the criteria for an effective point of difference?

The Blue Mountains Retreat Centre is open to people of all religious faiths and is a place people can go to unwind from the stressful rigours of daily life. Which of the following is an example of a psychographic variable the owner of the retreat could use in its marketing strategy?

Marketers of cars, boats, fine dining, travel and jewellery are MORE likely to use which segmentation variable?

Which statement BEST explains the transition from segmentation to target marketing?

Marketers should be careful to guard against________ when using age and life cycle segmentation.

In the sale of expensive apparel and jewellery, the David Jones Department Store would probably use segmentation based on:

When market segments are conceptually distinguishable and respond to different marketing mix elements, this is known as:

The final step in a customer- driven marketing strategy is market:

Market positioning typically requires setting the competitive position and the development of the marketing mix to be used by the firm.

Apparent brand loyalty may reflect no more than habitual purchase behaviour.

Since undifferentiated marketing and concentrated marketing each have only one marketing mix, they are essentially the same thing.

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