Question 1

The process of "moving" a product to a different place in the minds of consumers is known as _____.

Accepted Answer

repositioning

Question 2

An attractive market must be _____,or the company can find a way to reach it.

Accepted Answer

accessible

Question 3

_____ is a new effort to isolate markets and "super target" them by gathering all kinds of data available.

Accepted Answer

A)  Niche marketing 
B)  Benefits marketing 
C)  Concentrated marketing 
D)  Multisegment marketing 
E)  Narrowcasting 
A)  Niche marketing 
B)  Benefits marketing 
C)  Concentrated marketing 
D)  Multisegment marketing 
E)  Narrowcasting E

Question 4

_____ are characterized as exhibiting all three primary motivations in a varying degree and are successful,sophisticated people.

Accepted Answer

The answer of _____ are characterized as exhibiting all three...

Question 5

Which of the following is a reason for a firm to use multiple segmentation bases?

Accepted Answer

A)  Because it is a good business practice 
B)  To utilize market research 
C)  To get a fuller picture of its customers and create real value for them 
D)  Because marketers want to get as much value out of the customer as possible 
E)  To gain information about the mass consumer 
A)  Because it is a good business practice 
B)  To utilize market research 
C)  To get a fuller picture of its customers and create real value for them 
D)  Because marketers want to get as much value out of the customer as possible 
E)  To gain information about the mass consumer

Question 6

To firms,market segmentation means: meet my needs-give me what I want.

Accepted Answer

A) True 
 B)False

Question 7

Forming close,personal relationships with customers and giving them exactly what they want is known as _____.

Accepted Answer

A)  mass marketing 
B)  niche marketing 
C)  differentiated marketing 
D)  one-to-one marketing 
E)  psychographic marketing 
A)  mass marketing 
B)  niche marketing 
C)  differentiated marketing 
D)  one-to-one marketing 
E)  psychographic marketing

Question 8

_____ are characterized as being motivated by self-expression and tend to be young,enthusiastic,and compulsive consumers.

Accepted Answer

A)  Believers 
B)  Achievers 
C)  Experiencers 
D)  Survivors 
E)  Innovators 
A)  Believers 
B)  Achievers 
C)  Experiencers 
D)  Survivors 
E)  Innovators

Question 9

When Sally selected a group of upper income people living in Atlanta as her market,she was engaged in market segmentation.

Accepted Answer

A) True 
 B)False

Question 10

Geodemographics combines geographic and demographic information for marketing purposes.

Accepted Answer

A) True 
 B)False

Question 11

Many companies use _____in their advertising to try to position their products in the minds of the buyer.

Accepted Answer

The answer of Many companies use _____in their advertising to...

Question 12

Positioning can help answer the question,"Why should buyers purchase your offering versus another?"

Accepted Answer

A) True 
 B)False

Question 13

Explain why a company may need to position its product(s).

Accepted Answer

Positioning is important when it comes t

Question 14

Targeting a very select group of customers is known as _____.

Accepted Answer

A)  concentrated marketing 
B)  niche marketing 
C)  geocoding 
D)  targeted marketing 
E)  demographic marketing 
A)  concentrated marketing 
B)  niche marketing 
C)  geocoding 
D)  targeted marketing 
E)  demographic marketing

Question 15

Few companies tailor their offerings to meet the needs of different buyers around the world.

Accepted Answer

A) True 
 B)False

Question 16

A _____ is a two-dimensional graph that visually shows where a product stands relative to competitors.

Accepted Answer

A)  customer data analysis 
B)  segmentation plot 
C)  positioning strategy 
D)  perceptual map 
E)  marketing plan 
A)  customer data analysis 
B)  segmentation plot 
C)  positioning strategy 
D)  perceptual map 
E)  marketing plan

Question 17

A _____ strategy can allow a firm to respond to demographic and other changes in the market.

Accepted Answer

A)  mass marketing 
B)  benefits marketing 
C)  concentrated marketing 
D)  multisegment marketing 
E)  niche marketing 
A)  mass marketing 
B)  benefits marketing 
C)  concentrated marketing 
D)  multisegment marketing 
E)  niche marketing

Question 18

_____ involves forming close relationships with customers.

Accepted Answer

One-to-one

Question 19

_____ involves targeting an extremely select group of customers.

Accepted Answer

The answer of _____ involves targeting an extremely select group...

Question 20

Describe the six factors that could make some markets more attractive than others.

Accepted Answer

1)It's sizeable enough to be profitable

The process of "moving" a product to a different place in the minds of consumers is known as _____.

An attractive market must be _____,or the company can find a way to reach it.

_____ is a new effort to isolate markets and "super target" them by gathering all kinds of data available.

_____ are characterized as exhibiting all three primary motivations in a varying degree and are successful,sophisticated people.

Which of the following is a reason for a firm to use multiple segmentation bases?

To firms,market segmentation means: meet my needs-give me what I want.

Forming close,personal relationships with customers and giving them exactly what they want is known as _____.

_____ are characterized as being motivated by self-expression and tend to be young,enthusiastic,and compulsive consumers.

When Sally selected a group of upper income people living in Atlanta as her market,she was engaged in market segmentation.

Geodemographics combines geographic and demographic information for marketing purposes.

Many companies use _____in their advertising to try to position their products in the minds of the buyer.

Positioning can help answer the question,"Why should buyers purchase your offering versus another?"

Explain why a company may need to position its product(s).

Targeting a very select group of customers is known as _____.

Few companies tailor their offerings to meet the needs of different buyers around the world.

A _____ is a two-dimensional graph that visually shows where a product stands relative to competitors.

A _____ strategy can allow a firm to respond to demographic and other changes in the market.

_____ involves forming close relationships with customers.

_____ involves targeting an extremely select group of customers.

Describe the six factors that could make some markets more attractive than others.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters

Exam 5: Market Segmenting, Targeting, and Positioning

The process of "moving" a product to a different place in the minds of consumers is known as _____.

An attractive market must be _____,or the company can find a way to reach it.

_____ is a new effort to isolate markets and "super target" them by gathering all kinds of data available.

_____ are characterized as exhibiting all three primary motivations in a varying degree and are successful,sophisticated people.

Which of the following is a reason for a firm to use multiple segmentation bases?

To firms,market segmentation means: meet my needs-give me what I want.

Forming close,personal relationships with customers and giving them exactly what they want is known as _____.

_____ are characterized as being motivated by self-expression and tend to be young,enthusiastic,and compulsive consumers.

When Sally selected a group of upper income people living in Atlanta as her market,she was engaged in market segmentation.

Geodemographics combines geographic and demographic information for marketing purposes.

Many companies use _____in their advertising to try to position their products in the minds of the buyer.

Positioning can help answer the question,"Why should buyers purchase your offering versus another?"

Explain why a company may need to position its product(s).

Targeting a very select group of customers is known as _____.

Few companies tailor their offerings to meet the needs of different buyers around the world.

A _____ is a two-dimensional graph that visually shows where a product stands relative to competitors.

A _____ strategy can allow a firm to respond to demographic and other changes in the market.

_____ involves forming close relationships with customers.

_____ involves targeting an extremely select group of customers.

Describe the six factors that could make some markets more attractive than others.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters