Question 1

Online behavioural advertising is BEST described as which of the following?

Accepted Answer

A)  Targeting consumers who are heavy users of Internet and social media. 
B)  Targeting ads to people who have behaved online in a way that indicates they are interested, or might be interested, in a product. 
C)  An advertising campaign that uses ads placed in traditional media such as TV and magazines merely as a means of driving consumers onto relevant websites where they can place an order or find out more product information. 
D)  Using data mining and online sources of information to segment the market and build rich consumer profiles. 
E)  none of the above 
A)  Targeting consumers who are heavy users of Internet and social media. 
B)  Targeting ads to people who have behaved online in a way that indicates they are interested, or might be interested, in a product. 
C)  An advertising campaign that uses ads placed in traditional media such as TV and magazines merely as a means of driving consumers onto relevant websites where they can place an order or find out more product information. 
D)  Using data mining and online sources of information to segment the market and build rich consumer profiles. 
E)  none of the above

Question 2

The major benefit of following an undifferentiated approach is:

Accepted Answer

A)  broad product lines. 
B)  less competition. 
C)  greater consumer satisfaction. 
D)  cost economies. 
E)  greater profit. 
A)  broad product lines. 
B)  less competition. 
C)  greater consumer satisfaction. 
D)  cost economies. 
E)  greater profit.

Question 3

The final step in the development of a positioning strategy is to:

Accepted Answer

A)  determine which product benefits consumers consider most important. 
B)  communicate the position effectively to consumers. 
C)  choose the actual positioning strategy. 
D)  select the product benefit(s) to promote. 
E)  evaluate the positioning strategy against criteria aimed at determining the potential success of the strategy. 
A)  determine which product benefits consumers consider most important. 
B)  communicate the position effectively to consumers. 
C)  choose the actual positioning strategy. 
D)  select the product benefit(s) to promote. 
E)  evaluate the positioning strategy against criteria aimed at determining the potential success of the strategy.

Question 4

There is no real agreement amongst marketers as to the optimal number of brand differences that should be promoted when positioning a brand.

Accepted Answer

A) True 
 B)False

Question 5

Buyers are divided into groups based on their knowledge of, attitude toward, use of, or response to a product in segmentation that is:

Accepted Answer

A)  lifestyle. 
B)  psychographic. 
C)  psychological. 
D)  behaviour. 
E)  social class. 
A)  lifestyle. 
B)  psychographic. 
C)  psychological. 
D)  behaviour. 
E)  social class.

Question 6

Since all people go through ageing and the life cycle, these two variables are among the most predictable of all segmentation variables.

Accepted Answer

A) True 
 B)False

Question 7

The low cost of setting up a virtual retail presence on the Internet makes it possible to serve minuscule niche markets.

Accepted Answer

A) True 
 B)False

Question 8

The winning value proposition would be to offer "more for less" but this position is difficult to sustain in the long term.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  Selecting distribution channels that will provide the best possible access to target markets. 
B)  Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. 
C)  Negotiating with retailers to have a product or brand occupy a prominent place on retail shelves or retail displays. 
D)  Offering home delivery to customers. 
E)  none of the above 
A)  Selecting distribution channels that will provide the best possible access to target markets. 
B)  Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. 
C)  Negotiating with retailers to have a product or brand occupy a prominent place on retail shelves or retail displays. 
D)  Offering home delivery to customers. 
E)  none of the above

Question 10

Briefly explain how you might segment the market for a deodorant.

Accepted Answer

S1S1P0S1U1P1 S1S1P0The total market for deodorant con

Question 11

A firm targets one or more segments and designs separate offers for each under the marketing technique called:

Accepted Answer

A)  universal marketing. 
B)  concentrated marketing. 
C)  undifferentiated marketing. 
D)  distinctive marketing. 
E)  differentiated marketing. 
A)  universal marketing. 
B)  concentrated marketing. 
C)  undifferentiated marketing. 
D)  distinctive marketing. 
E)  differentiated marketing.

Question 12

________is a poor predictor of a person's lifestyle

Accepted Answer

A)  Gender 
B)  Nationality 
C)  Occupation 
D)  Marital status 
E)  Age 
A)  Gender 
B)  Nationality 
C)  Occupation 
D)  Marital status 
E)  Age

Question 13

A form of segmentation that is especially useful when marketers want to develop new product concepts is:

Accepted Answer

A)  psychographic. 
B)  geographic. 
C)  behavioural. 
D)  benefits- sought. 
E)  demographic. 
A)  psychographic. 
B)  geographic. 
C)  behavioural. 
D)  benefits- sought. 
E)  demographic.

Question 14

Market segmentation 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)  Evaluating the attractiveness of distinct groups of buyers and identifying the marketing strategies that are likely to be successful with each group. 
C)  Dividing a market into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
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)  Evaluating the attractiveness of distinct groups of buyers and identifying the marketing strategies that are likely to be successful with each group. 
C)  Dividing a market into smaller segments of buyers with distinct characteristics that might require separate marketing strategies. 
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.

Question 15

If marketing researchers are looking at benefits- sought, use occasions, or brands, they are basing their market segmentation on consumer characteristics rather than consumer responses.

Accepted Answer

A) True 
 B)False

Question 16

The iconic Australian spread, Vegemite, has used the slogan "Puts a rose in every cheek" for many years. Which of the following strategies does this slogan most likely support?

Accepted Answer

A)  market specialisation 
B)  differentiated marketing 
C)  product specialisation 
D)  single- segment concentration 
E)  undifferentiated marketing 
A)  market specialisation 
B)  differentiated marketing 
C)  product specialisation 
D)  single- segment concentration 
E)  undifferentiated marketing

Question 17

The place a product occupies in the mind of consumers relative to competing brands is called:

Accepted Answer

A)  attribute. 
B)  position. 
C)  segment. 
D)  image. 
E)  mind map. 
A)  attribute. 
B)  position. 
C)  segment. 
D)  image. 
E)  mind map.

Question 18

Undifferentiated marketing tends to be most effective in situations in which competitors are using an active segmentation approach.

Accepted Answer

A) True 
 B)False

Question 19

Differentiated marketing is entered into in order to allow the firm to achieve higher sales and a stronger position within each market it serves.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following customer profiles uses behavioural descriptors exclusively?

Accepted Answer

A)  Mike, a regular visitor at the local café, describes himself as a heavy coffee drinker and enjoys socialising with friends over a good coffee. 
B)  Greg, an enthusiastic computer gamer, is ready to purchase a new game and is very loyal to the Sony brand. 
C)  Jan is a serious student who always completes her assignments on time and to a very high standard. 
D)  Alice is an enthusiastic cook and always bakes a home- made cake for her friends' birthdays and special occasions. 
E)  Marcia has just landed her first job as an IT consultant and has ambitions to make her first million dollars by age 40 years. 
A)  Mike, a regular visitor at the local café, describes himself as a heavy coffee drinker and enjoys socialising with friends over a good coffee. 
B)  Greg, an enthusiastic computer gamer, is ready to purchase a new game and is very loyal to the Sony brand. 
C)  Jan is a serious student who always completes her assignments on time and to a very high standard. 
D)  Alice is an enthusiastic cook and always bakes a home- made cake for her friends' birthdays and special occasions. 
E)  Marcia has just landed her first job as an IT consultant and has ambitions to make her first million dollars by age 40 years.

Online behavioural advertising is BEST described as which of the following?

The major benefit of following an undifferentiated approach is:

The final step in the development of a positioning strategy is to:

There is no real agreement amongst marketers as to the optimal number of brand differences that should be promoted when positioning a brand.

Buyers are divided into groups based on their knowledge of, attitude toward, use of, or response to a product in segmentation that is:

Since all people go through ageing and the life cycle, these two variables are among the most predictable of all segmentation variables.

The low cost of setting up a virtual retail presence on the Internet makes it possible to serve minuscule niche markets.

The winning value proposition would be to offer "more for less" but this position is difficult to sustain in the long term.

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

Briefly explain how you might segment the market for a deodorant.

A firm targets one or more segments and designs separate offers for each under the marketing technique called:

________is a poor predictor of a person's lifestyle

A form of segmentation that is especially useful when marketers want to develop new product concepts is:

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

If marketing researchers are looking at benefits- sought, use occasions, or brands, they are basing their market segmentation on consumer characteristics rather than consumer responses.

The iconic Australian spread, Vegemite, has used the slogan "Puts a rose in every cheek" for many years. Which of the following strategies does this slogan most likely support?

The place a product occupies in the mind of consumers relative to competing brands is called:

Undifferentiated marketing tends to be most effective in situations in which competitors are using an active segmentation approach.

Differentiated marketing is entered into in order to allow the firm to achieve higher sales and a stronger position within each market it serves.

Which of the following customer profiles uses behavioural descriptors exclusively?

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

Online behavioural advertising is BEST described as which of the following?

The major benefit of following an undifferentiated approach is:

The final step in the development of a positioning strategy is to:

There is no real agreement amongst marketers as to the optimal number of brand differences that should be promoted when positioning a brand.

Buyers are divided into groups based on their knowledge of, attitude toward, use of, or response to a product in segmentation that is:

Since all people go through ageing and the life cycle, these two variables are among the most predictable of all segmentation variables.

The low cost of setting up a virtual retail presence on the Internet makes it possible to serve minuscule niche markets.

The winning value proposition would be to offer "more for less" but this position is difficult to sustain in the long term.

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

Briefly explain how you might segment the market for a deodorant.

A firm targets one or more segments and designs separate offers for each under the marketing technique called:

________is a poor predictor of a person's lifestyle

A form of segmentation that is especially useful when marketers want to develop new product concepts is:

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

If marketing researchers are looking at benefits- sought, use occasions, or brands, they are basing their market segmentation on consumer characteristics rather than consumer responses.

The iconic Australian spread, Vegemite, has used the slogan "Puts a rose in every cheek" for many years. Which of the following strategies does this slogan most likely support?

The place a product occupies in the mind of consumers relative to competing brands is called:

Undifferentiated marketing tends to be most effective in situations in which competitors are using an active segmentation approach.

Differentiated marketing is entered into in order to allow the firm to achieve higher sales and a stronger position within each market it serves.

Which of the following customer profiles uses behavioural descriptors exclusively?

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