Question 1

A targeting strategy in which an organisation targets a single market segment using one marketing mix is called a(n) __________ targeting strategy.

Accepted Answer

A) selective 
B) focused 
C) differentiated 
D) concentrated 
E) undifferentiated 
A) selective 
B) focused 
C) differentiated 
D) concentrated 
E) undifferentiated

Question 2

Using the breakdown approach to sales potential, estimates are made:

Accepted Answer

A) by referring to specific geographic factors. 
B) by establishing levels of marketing effort that will be required to achieve specific levels of sales. 
C) without reference to industry marketing efforts. 
D) without reference to general economic conditions. 
E) by starting with general economic conditions. 
A) by referring to specific geographic factors. 
B) by establishing levels of marketing effort that will be required to achieve specific levels of sales. 
C) without reference to industry marketing efforts. 
D) without reference to general economic conditions. 
E) by starting with general economic conditions.

Question 3

Lil' Angels Kids Spa is currently using a(n)__________ targeting strategy.

Accepted Answer

A) undifferentiated 
B) exclusive 
C) concentrated 
D) differentiated 
E) selective 
A) undifferentiated 
B) exclusive 
C) concentrated 
D) differentiated 
E) selective

Question 4

A market segment profile deals primarily with demographic characteristics.

Accepted Answer

A) True 
 B)False

Question 5

Markets fall into one of two categories.These categories are:

Accepted Answer

A) consumer and business. 
B) consumer and customer. 
C) organisational and business. 
D) homogeneous and heterogeneous. 
E) segments and mass markets. 
A) consumer and business. 
B) consumer and customer. 
C) organisational and business. 
D) homogeneous and heterogeneous. 
E) segments and mass markets.

Question 6

A market segment profile provides customers with an understanding of how a business can use its capabilities.

Accepted Answer

A) True 
 B)False

Question 7

An undifferentiated targeting strategy does not target a single market with one marketing mix.

Accepted Answer

A) True 
 B)False

Question 8

Age, rate of product use, location and gender are all examples of common:

Accepted Answer

A) demographic variables. 
B) geographic characteristics. 
C) targeting strategies. 
D) psychographic variables. 
E) segmentation variables. 
A) demographic variables. 
B) geographic characteristics. 
C) targeting strategies. 
D) psychographic variables. 
E) segmentation variables.

Question 9

When markets are comprised of people with differing product needs, the marketing manager should use a(n) __________ strategy.

Accepted Answer

A) concentrated or differentiated targeting 
B) market-intensive 
C) integrated 
D) product-oriented 
E) undifferentiated 
A) concentrated or differentiated targeting 
B) market-intensive 
C) integrated 
D) product-oriented 
E) undifferentiated

Question 10

The practice of focusing a firm's marketing efforts on very small markets is known as micromarketing.Which segmentation variable is used to engage in micromarketing?

Accepted Answer

A) Behaviouristic 
B) Demographic 
C) Psychographic 
D) Geographic 
E) Geodemographic 
A) Behaviouristic 
B) Demographic 
C) Psychographic 
D) Geographic 
E) Geodemographic

Question 11

How do business markets differ from consumer markets?

Accepted Answer

The answer of How do business markets differ from consumer...

Question 12

A person with the ability, willingness and authority to buy products and who intends to consume them is a part of a consumer market.

Accepted Answer

A) True 
 B)False

Question 13

Micromarketing involves:

Accepted Answer

A) a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. 
B) developing a very small marketing mix that will effectively meet the needs of only a small segment of the market. 
C) marketing efforts that are tightly controlled by high-level executives in the organisation. 
D) segmenting the market to meet the needs of individuals with the same motives and personality attributes. 
E) creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message. 
A) a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. 
B) developing a very small marketing mix that will effectively meet the needs of only a small segment of the market. 
C) marketing efforts that are tightly controlled by high-level executives in the organisation. 
D) segmenting the market to meet the needs of individuals with the same motives and personality attributes. 
E) creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message.

Question 14

Uniqlo has recently arrived in Australia.It closely competes with designer brands in its athletic wear, but at half the price.Uniqlo plan to use price sensitivity, brand loyalty and end use as variables to segment its market.These are all __________ variables for market segmentation.

Accepted Answer

A) psychographic 
B) usage 
C) demographic 
D) lifecycle 
E) behaviouristic 
A) psychographic 
B) usage 
C) demographic 
D) lifecycle 
E) behaviouristic

Question 15

The two primary categories of markets - consumer markets and business markets - are based on the characteristics of the individuals and groups that make up that market and:

Accepted Answer

A) their willingness to use their buying power. 
B) the purposes for which they buy products. 
C) the length of time until the product is consumed. 
D) the level of need or desire for a specific product. 
E) the particular product category involved. 
A) their willingness to use their buying power. 
B) the purposes for which they buy products. 
C) the length of time until the product is consumed. 
D) the level of need or desire for a specific product. 
E) the particular product category involved.

Question 16

Which of the following variables would most likely be used to segment a business market?

Accepted Answer

A) An attitude of the company's CEO 
B) The geographic location of the company 
C) The lifestyle of the company's buying agent 
D) Net income generated by the company 
E) Common opinions of the company's employees 
A) An attitude of the company's CEO 
B) The geographic location of the company 
C) The lifestyle of the company's buying agent 
D) Net income generated by the company 
E) Common opinions of the company's employees

Question 17

Subaru is marketing a new crossover vehicle with all-wheel drive.Which of the following would be a likely variable for segmenting the market for this new model?

Accepted Answer

A) Religion 
B) Geographic location 
C) Income 
D) Political views 
E) Ethnicity 
A) Religion 
B) Geographic location 
C) Income 
D) Political views 
E) Ethnicity

Question 18

A firm using a concentrated targeting strategy aims its marketing activities at one segment of a market.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is true with respect to segmenting markets?

Accepted Answer

A) Segmentation variables should be selected on a random basis. 
B) A company's resources and capabilities should have little effect on how markets are segmented. 
C) The best way to segment markets is by using demographic variables. 
D) There is no ideal way to segment markets. 
E) Lifestyle variables provide the best means of segmenting a market. 
A) Segmentation variables should be selected on a random basis. 
B) A company's resources and capabilities should have little effect on how markets are segmented. 
C) The best way to segment markets is by using demographic variables. 
D) There is no ideal way to segment markets. 
E) Lifestyle variables provide the best means of segmenting a market.

Question 20

Lawnmowers, pool accessories, shrubs and swimsuits are all products likely to be segmented by which of the following variables?

Accepted Answer

A) Volume usage 
B) Lifestyles 
C) Market density 
D) Occupation 
E) Climate 
A) Volume usage 
B) Lifestyles 
C) Market density 
D) Occupation 
E) Climate

A targeting strategy in which an organisation targets a single market segment using one marketing mix is called a(n) __________ targeting strategy.

Using the breakdown approach to sales potential, estimates are made:

Lil' Angels Kids Spa is currently using a(n)__________ targeting strategy.

A market segment profile deals primarily with demographic characteristics.

Markets fall into one of two categories.These categories are:

A market segment profile provides customers with an understanding of how a business can use its capabilities.

An undifferentiated targeting strategy does not target a single market with one marketing mix.

Age, rate of product use, location and gender are all examples of common:

When markets are comprised of people with differing product needs, the marketing manager should use a(n) __________ strategy.

The practice of focusing a firm's marketing efforts on very small markets is known as micromarketing.Which segmentation variable is used to engage in micromarketing?

How do business markets differ from consumer markets?

A person with the ability, willingness and authority to buy products and who intends to consume them is a part of a consumer market.

Micromarketing involves:

Uniqlo has recently arrived in Australia.It closely competes with designer brands in its athletic wear, but at half the price.Uniqlo plan to use price sensitivity, brand loyalty and end use as variables to segment its market.These are all __________ variables for market segmentation.

The two primary categories of markets - consumer markets and business markets - are based on the characteristics of the individuals and groups that make up that market and:

Which of the following variables would most likely be used to segment a business market?

Subaru is marketing a new crossover vehicle with all-wheel drive.Which of the following would be a likely variable for segmenting the market for this new model?

A firm using a concentrated targeting strategy aims its marketing activities at one segment of a market.

Which of the following is true with respect to segmenting markets?

Lawnmowers, pool accessories, shrubs and swimsuits are all products likely to be segmented by which of the following variables?

Key Concepts in Marketing

Marketing Environment, Social Responsibility and Ethics

Planning, Implementing and Evaluating Marketing Strategy

Marketing Research and Information Systems

Consumer and Business Behaviour

Digital Marketing and Social Networking

The Power of Branding

Product Decisions

Pricing Decisions

Distribution Decisions

Integrating Marketing Communications

People, Physical Evidence, Processes and Partnerships

Filters

Exam 6: Segmentation, Target Markets and Positioning

A targeting strategy in which an organisation targets a single market segment using one marketing mix is called a(n) __________ targeting strategy.

Using the breakdown approach to sales potential, estimates are made:

Lil' Angels Kids Spa is currently using a(n)__________ targeting strategy.

A market segment profile deals primarily with demographic characteristics.

Markets fall into one of two categories.These categories are:

A market segment profile provides customers with an understanding of how a business can use its capabilities.

An undifferentiated targeting strategy does not target a single market with one marketing mix.

Age, rate of product use, location and gender are all examples of common:

When markets are comprised of people with differing product needs, the marketing manager should use a(n) __________ strategy.

The practice of focusing a firm's marketing efforts on very small markets is known as micromarketing.Which segmentation variable is used to engage in micromarketing?

How do business markets differ from consumer markets?

A person with the ability, willingness and authority to buy products and who intends to consume them is a part of a consumer market.

Micromarketing involves:

Uniqlo has recently arrived in Australia.It closely competes with designer brands in its athletic wear, but at half the price.Uniqlo plan to use price sensitivity, brand loyalty and end use as variables to segment its market.These are all __________ variables for market segmentation.

The two primary categories of markets - consumer markets and business markets - are based on the characteristics of the individuals and groups that make up that market and:

Which of the following variables would most likely be used to segment a business market?

Subaru is marketing a new crossover vehicle with all-wheel drive.Which of the following would be a likely variable for segmenting the market for this new model?

A firm using a concentrated targeting strategy aims its marketing activities at one segment of a market.

Which of the following is true with respect to segmenting markets?

Lawnmowers, pool accessories, shrubs and swimsuits are all products likely to be segmented by which of the following variables?

Key Concepts in Marketing

Marketing Environment, Social Responsibility and Ethics

Planning, Implementing and Evaluating Marketing Strategy

Marketing Research and Information Systems

Consumer and Business Behaviour

Digital Marketing and Social Networking

The Power of Branding

Product Decisions

Pricing Decisions

Distribution Decisions

Integrating Marketing Communications

People, Physical Evidence, Processes and Partnerships

Filters