Question 1

A business advantage of the concentrated targeting strategy for any company is that it

Accepted Answer

A) requires less market research and information. 
B) requires less intensive analysis of customers' characteristics and needs. 
C) allows a firm to utilize all of its production capacity. 
D) maintains the firm's flexibility in moving into other market segments. 
E) allows a firm to develop a special marketing mix for a single market segment. 
A) requires less market research and information. 
B) requires less intensive analysis of customers' characteristics and needs. 
C) allows a firm to utilize all of its production capacity. 
D) maintains the firm's flexibility in moving into other market segments. 
E) allows a firm to develop a special marketing mix for a single market segment.

Question 2

Evaluating and making product positioning decisions is important for

Accepted Answer

A) new products only. 
B) existing products only. 
C) new and existing products. 
D) product deletions only. 
E) new products and product deletions. 
A) new products only. 
B) existing products only. 
C) new and existing products. 
D) product deletions only. 
E) new products and product deletions.

Question 3

Alex Wren of Owens Corning Fiberglass talks to Terry Jones,a homebuilder,to find out how much fiberglass insulation he intends to use in building homes during the next year.Albert then multiplies that number by the total number of builders in the territory.He is using a ____ approach to measure sales potential.

Accepted Answer

A) multivariable 
B) use of product 
C) breakdown 
D) regression 
E) buildup 
A) multivariable 
B) use of product 
C) breakdown 
D) regression 
E) buildup

Question 4

Crest toothpaste is available in several different versions,such as Crest Whitening,Crest Tartar Control,Crest Whitening with mouthwash,and Crest Total Effects.Given these different variations of the product,it appears that the marketers of Crest are segmenting the market by using ____ segmentation.

Accepted Answer

A) behavioristic 
B) product usage 
C) benefit 
D) end-purpose 
E) advantage 
A) behavioristic 
B) product usage 
C) benefit 
D) end-purpose 
E) advantage

Question 5

In developing a company sales forecast,the forecasting methods are limited to surveys and correlation methods.

Accepted Answer

A) True 
 B)False

Question 6

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 7

The primary advantage of a concentrated targeting strategy is

Accepted Answer

A) it meets the needs of a wide range of consumers. 
B) it allows a firm to specialize to meet specific customer needs. 
C) it is more flexible than any other approach. 
D) it is the least risky targeting approach. 
E) its customers are the most willing to repurchase the same brands. 
A) it meets the needs of a wide range of consumers. 
B) it allows a firm to specialize to meet specific customer needs. 
C) it is more flexible than any other approach. 
D) it is the least risky targeting approach. 
E) its customers are the most willing to repurchase the same brands.

Question 8

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?

Accepted Answer

A) Micromarketing 
B) Population 
C) Market density 
D) MSA 
E) PMSA 
A) Micromarketing 
B) Population 
C) Market density 
D) MSA 
E) PMSA

Question 9

The size of the market potential places limits on the size of the company sales potential.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The sum of firms' marketing efforts equals industry marketing efforts.

Accepted Answer

A) True 
 B)False

Question 12

Compare and contrast the concentrated and differentiated targeting strategies of market segmentation.

Accepted Answer

The answer of Compare and contrast the concentrated and differentiated...

Question 13

If Campbell were to offer single serving "Soup for One" packages to household markets,it would be using segmentation based on

Accepted Answer

A) income. 
B) age. 
C) preferences. 
D) geographic considerations. 
E) family life cycle. 
A) income. 
B) age. 
C) preferences. 
D) geographic considerations. 
E) family life cycle.

Question 14

Procter & Gamble markets Cheer detergent to young singles and couples and Tide detergent to families.Procter & Gamble is using a(n)____ targeting strategy for laundry detergents.

Accepted Answer

A) multiuse 
B) differentiated 
C) stratified 
D) undifferentiated 
E) concentrated 
A) multiuse 
B) differentiated 
C) stratified 
D) undifferentiated 
E) concentrated

Question 15

Family life cycle is most typically based on

Accepted Answer

A) income. 
B) geographic location. 
C) marital status and age of children. 
D) occupation. 
E) buying power. 
A) income. 
B) geographic location. 
C) marital status and age of children. 
D) occupation. 
E) buying power.

Question 16

Zerex markets its radiator liquid to different markets;one as a coolant and the other as antifreeze.Which of the following segmentation variables is Zerex most likely using?

Accepted Answer

A) Demographic 
B) Psychographic 
C) Environmental 
D) Geographic 
E) Behavioristic 
A) Demographic 
B) Psychographic 
C) Environmental 
D) Geographic 
E) Behavioristic

Question 17

A marketer that targets customers based on marital status and the presence and age of children is using

Accepted Answer

A) behavioristic segmentation. 
B) lifestyle variables. 
C) psychographic variables. 
D) family life cycle. 
E) phase of life segmentation. 
A) behavioristic segmentation. 
B) lifestyle variables. 
C) psychographic variables. 
D) family life cycle. 
E) phase of life segmentation.

Question 18

Individuals' ability to buy depends on the amount of their buying power.

Accepted Answer

A) True 
 B)False

Question 19

Why is it important for marketers to forecast sales potential for the entire industry as well as for the individual company?

Accepted Answer

Forecasting sales potential for the enti

Question 20

Which of the following is not a characteristic of a consumer market?

Accepted Answer

A) it consists of purchasers who intend to consume or benefit from the purchased products 
B) they do not buy products for the main purpose of making a profit 
C) they are sometimes referred to as B2C markets 
D) their purchasing decisions are always made by only one individual 
E) they may buy the product,but not use it themselves 
A) it consists of purchasers who intend to consume or benefit from the purchased products 
B) they do not buy products for the main purpose of making a profit 
C) they are sometimes referred to as B2C markets 
D) their purchasing decisions are always made by only one individual 
E) they may buy the product,but not use it themselves

A business advantage of the concentrated targeting strategy for any company is that it

Evaluating and making product positioning decisions is important for

Crest toothpaste is available in several different versions,such as Crest Whitening,Crest Tartar Control,Crest Whitening with mouthwash,and Crest Total Effects.Given these different variations of the product,it appears that the marketers of Crest are segmenting the market by using ____ segmentation.

In developing a company sales forecast,the forecasting methods are limited to surveys and correlation methods.

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

The primary advantage of a concentrated targeting strategy is

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?

The size of the market potential places limits on the size of the company sales potential.

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

The sum of firms' marketing efforts equals industry marketing efforts.

Compare and contrast the concentrated and differentiated targeting strategies of market segmentation.

If Campbell were to offer single serving "Soup for One" packages to household markets,it would be using segmentation based on

Procter & Gamble markets Cheer detergent to young singles and couples and Tide detergent to families.Procter & Gamble is using a(n)____ targeting strategy for laundry detergents.

Family life cycle is most typically based on

Zerex markets its radiator liquid to different markets;one as a coolant and the other as antifreeze.Which of the following segmentation variables is Zerex most likely using?

A marketer that targets customers based on marital status and the presence and age of children is using

Individuals' ability to buy depends on the amount of their buying power.

Why is it important for marketers to forecast sales potential for the entire industry as well as for the individual company?

Which of the following is not a characteristic of a consumer market?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 6: Target Markets: Segmentation and Evaluation

A business advantage of the concentrated targeting strategy for any company is that it

Evaluating and making product positioning decisions is important for

In developing a company sales forecast,the forecasting methods are limited to surveys and correlation methods.

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

The primary advantage of a concentrated targeting strategy is

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?

The size of the market potential places limits on the size of the company sales potential.

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

The sum of firms' marketing efforts equals industry marketing efforts.

Compare and contrast the concentrated and differentiated targeting strategies of market segmentation.

If Campbell were to offer single serving "Soup for One" packages to household markets,it would be using segmentation based on

Procter & Gamble markets Cheer detergent to young singles and couples and Tide detergent to families.Procter & Gamble is using a(n)____ targeting strategy for laundry detergents.

Family life cycle is most typically based on

Zerex markets its radiator liquid to different markets;one as a coolant and the other as antifreeze.Which of the following segmentation variables is Zerex most likely using?

A marketer that targets customers based on marital status and the presence and age of children is using

Individuals' ability to buy depends on the amount of their buying power.

Why is it important for marketers to forecast sales potential for the entire industry as well as for the individual company?

Which of the following is not a characteristic of a consumer market?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters