Question 1

Mass marketing involves

Accepted Answer

A)  the process of identifying consumers and/or markets for a specific product 
B)  identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success 
C)  identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix 
D)  a microanalysis of the customer and involves customer-specific marketing 
A)  the process of identifying consumers and/or markets for a specific product 
B)  identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success 
C)  identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix 
D)  a microanalysis of the customer and involves customer-specific marketing

Question 2

Discuss the various methods that can be used for segmenting the consumer and business markets.

Accepted Answer

Consumers are segmented based on the fol

Question 3

Of the four behavioral business market segments, the _____ business market segment consists of relatively sophisticated business service users who believe that the user-provider relationship is very important.

Accepted Answer

A)  relationship-seeking 
B)  price-sensitive 
C)  high expectations service 
D)  customer focus needs 
A)  relationship-seeking 
B)  price-sensitive 
C)  high expectations service 
D)  customer focus needs

Question 4

When Welch's compares their white grape juice to a competitor's apple juice stating that it is easier for infants to digest, the company is using a _____ positioning strategy.

Accepted Answer

A)  attribute/benefit 
B)  product class 
C)  competitor 
D)  use or application 
A)  attribute/benefit 
B)  product class 
C)  competitor 
D)  use or application

Question 5

The process of identifying market segments based on important differences between the benefits sought by a target market for purchasing a particular product is

Accepted Answer

A)  usage status segmentation 
B)  loyalty status segmentation 
C)  user rate segmentation 
D)  benefit segmentation 
A)  usage status segmentation 
B)  loyalty status segmentation 
C)  user rate segmentation 
D)  benefit segmentation

Question 6

When deciding on an appropriate segmentation strategy, it is best to segment the market using only one variable rather than multiple variables.

Accepted Answer

A) True 
 B)False

Question 7

Nestlé has determined the demand for their infant formula among adult women in Africa. But in analyzing the market, they are not sure they can reach these women with their marketing message. This is an example of assessing the _____ of the market segment.

Accepted Answer

A)  measurability 
B)  actionability 
C)  differential response 
D)  accessibility 
A)  measurability 
B)  actionability 
C)  differential response 
D)  accessibility

Question 8

Geographic and behavioral segmentation cannot be used for the business-to-business market.

Accepted Answer

A) True 
 B)False

Question 9

Undifferentiated marketing is the process of selecting only one market segment and targeting it with one single brand and marketing strategy.

Accepted Answer

A) True 
 B)False

Question 10

The _____ positioning strategy focuses on the product user, rather than on the product.

Accepted Answer

A)  attribute/benefit 
B)  product class 
C)  use or application 
D)  product user 
A)  attribute/benefit 
B)  product class 
C)  use or application 
D)  product user

Question 11

Products using a product class positioning strategy differentiates themselves as leaders in a product category, as they define it.

Accepted Answer

A) True 
 B)False

Question 12

Match characteristics of each group with the VALS category :
-Goal-oriented, conservative, and committed to career and family, they favor established, prestige products that demonstrate success to peers.

Accepted Answer

A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors 
A)  Innovators 
B)  Thinkers 
C)  Achievers 
D)  Experiencers 
E)  Believers
F) Strivers
G) Makers
H) Survivors

Question 13

The process of identifying market segments based on age, gender, race, income, education, occupation, social class, lifecycle stage, and household size is known as ___________________________________.

Accepted Answer

demographi

Question 14

Buyer-readiness segmentation includes all of the following segments, except

Accepted Answer

A)  consumers who are not aware of the product 
B)  consumers who use a competing brand 
C)  consumers who are aware of the product and may need it in the future 
D)  consumers who are aware of the product, but will never need it 
A)  consumers who are not aware of the product 
B)  consumers who use a competing brand 
C)  consumers who are aware of the product and may need it in the future 
D)  consumers who are aware of the product, but will never need it

Question 15

Marketing managers are especially interested in the market segment of consumers who

Accepted Answer

A)  are heavy users of product 
B)  are willing to change the brands they purchase frequently 
C)  are from the same social class 
D)  have the same interests, opinions, and attitudes 
A)  are heavy users of product 
B)  are willing to change the brands they purchase frequently 
C)  are from the same social class 
D)  have the same interests, opinions, and attitudes

Question 16

While the undifferentiated marketing strategy may appear as the most efficient, marketers are aware that segment needs may be better served by tailoring their offering to a particular market segment.

Accepted Answer

A) True 
 B)False

Question 17

Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery for consumers who are not aware of the product, but would potentially use the product if they are aware of how it works. Virginia Eye Institute is using

Accepted Answer

A)  loyalty segmentation 
B)  occasion segmentation 
C)  user status segmentation 
D)  buyer-readiness stage segmentation 
A)  loyalty segmentation 
B)  occasion segmentation 
C)  user status segmentation 
D)  buyer-readiness stage segmentation

Question 18

Match the tag lines given below with the positioning strategy that is being used for :
-"For companies needing a main frame computer, we are the best."

Accepted Answer

A)  attribute/benefit positioning 
B)  price/quality positioning 
C)  use or application positioning 
D)  product user 
E)  product class
F) competitor 
A)  attribute/benefit positioning 
B)  price/quality positioning 
C)  use or application positioning 
D)  product user 
E)  product class
F) competitor

Question 19

The process of selecting the segments of the market that a company can serve most efficiently and develop products tailored to each segment is known as

Accepted Answer

A)  market segmentation 
B)  market targeting 
C)  market positioning 
D)  market development 
A)  market segmentation 
B)  market targeting 
C)  market positioning 
D)  market development

Question 20

In terms of computer usage, the "Viking Garner" segment seeks opportunities to chat with other people online and to play games. This is an example of using

Accepted Answer

A)  demographic segmentation 
B)  user status segmentation 
C)  psychographic segmentation 
D)  benefit segmentation 
A)  demographic segmentation 
B)  user status segmentation 
C)  psychographic segmentation 
D)  benefit segmentation

Mass marketing involves

Discuss the various methods that can be used for segmenting the consumer and business markets.

Of the four behavioral business market segments, the _____ business market segment consists of relatively sophisticated business service users who believe that the user-provider relationship is very important.

When Welch's compares their white grape juice to a competitor's apple juice stating that it is easier for infants to digest, the company is using a _____ positioning strategy.

The process of identifying market segments based on important differences between the benefits sought by a target market for purchasing a particular product is

When deciding on an appropriate segmentation strategy, it is best to segment the market using only one variable rather than multiple variables.

Nestlé has determined the demand for their infant formula among adult women in Africa. But in analyzing the market, they are not sure they can reach these women with their marketing message. This is an example of assessing the _____ of the market segment.

Geographic and behavioral segmentation cannot be used for the business-to-business market.

Undifferentiated marketing is the process of selecting only one market segment and targeting it with one single brand and marketing strategy.

The _____ positioning strategy focuses on the product user, rather than on the product.

Products using a product class positioning strategy differentiates themselves as leaders in a product category, as they define it.

Match characteristics of each group with the VALS category : -Goal-oriented, conservative, and committed to career and family, they favor established, prestige products that demonstrate success to peers.

The process of identifying market segments based on age, gender, race, income, education, occupation, social class, lifecycle stage, and household size is known as ___________________________________.

Buyer-readiness segmentation includes all of the following segments, except

Marketing managers are especially interested in the market segment of consumers who

While the undifferentiated marketing strategy may appear as the most efficient, marketers are aware that segment needs may be better served by tailoring their offering to a particular market segment.

Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery for consumers who are not aware of the product, but would potentially use the product if they are aware of how it works. Virginia Eye Institute is using

Match the tag lines given below with the positioning strategy that is being used for : -"For companies needing a main frame computer, we are the best."

The process of selecting the segments of the market that a company can serve most efficiently and develop products tailored to each segment is known as

In terms of computer usage, the "Viking Garner" segment seeks opportunities to chat with other people online and to play games. This is an example of using

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters

Exam 6: Marketing Segmentation

Mass marketing involves

Discuss the various methods that can be used for segmenting the consumer and business markets.

Of the four behavioral business market segments, the _____ business market segment consists of relatively sophisticated business service users who believe that the user-provider relationship is very important.

When Welch's compares their white grape juice to a competitor's apple juice stating that it is easier for infants to digest, the company is using a _____ positioning strategy.

The process of identifying market segments based on important differences between the benefits sought by a target market for purchasing a particular product is

When deciding on an appropriate segmentation strategy, it is best to segment the market using only one variable rather than multiple variables.

Nestlé has determined the demand for their infant formula among adult women in Africa. But in analyzing the market, they are not sure they can reach these women with their marketing message. This is an example of assessing the _____ of the market segment.

Geographic and behavioral segmentation cannot be used for the business-to-business market.

Undifferentiated marketing is the process of selecting only one market segment and targeting it with one single brand and marketing strategy.

The _____ positioning strategy focuses on the product user, rather than on the product.

Products using a product class positioning strategy differentiates themselves as leaders in a product category, as they define it.

Match characteristics of each group with the VALS category : -Goal-oriented, conservative, and committed to career and family, they favor established, prestige products that demonstrate success to peers.

The process of identifying market segments based on age, gender, race, income, education, occupation, social class, lifecycle stage, and household size is known as ___________________________________.

Buyer-readiness segmentation includes all of the following segments, except

Marketing managers are especially interested in the market segment of consumers who

While the undifferentiated marketing strategy may appear as the most efficient, marketers are aware that segment needs may be better served by tailoring their offering to a particular market segment.

Virginia Eye Institute develops a series of advertisements to develop awareness of LASIK eye surgery for consumers who are not aware of the product, but would potentially use the product if they are aware of how it works. Virginia Eye Institute is using

Match the tag lines given below with the positioning strategy that is being used for : -"For companies needing a main frame computer, we are the best."

The process of selecting the segments of the market that a company can serve most efficiently and develop products tailored to each segment is known as

In terms of computer usage, the "Viking Garner" segment seeks opportunities to chat with other people online and to play games. This is an example of using

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters