Question 1

The most appropriate distribution strategy to be used along with undifferentiated marketing is selling through

Accepted Answer

A)  few outlets, so that customer service can be maintained. 
B)  a moderate number of outlets, so that price competition would be lessened. 
C)  a large number of outlets, however, choosing outlets that are not in direct competition with one another. 
D)  all possible outlets, so that sales are maximized. 
A)  few outlets, so that customer service can be maintained. 
B)  a moderate number of outlets, so that price competition would be lessened. 
C)  a large number of outlets, however, choosing outlets that are not in direct competition with one another. 
D)  all possible outlets, so that sales are maximized.

Question 2

The major difference between simple trend analysis and complex trend analysis is that simple trend analysis does NOT consider

Accepted Answer

A)  economic or seasonal factors. 
B)  consumer survey data. 
C)  market share. 
D)  sales force surveys. 
A)  economic or seasonal factors. 
B)  consumer survey data. 
C)  market share. 
D)  sales force surveys.

Question 3

Meaningful product differentiation must be based upon an important product difference, not including a lower price.

Accepted Answer

A) True 
 B)False

Question 4

Which target market approach involves the most complicated market planning process?

Accepted Answer

A)  Differentiated marketing 
B)  Product differentiation 
C)  Concentrated marketing 
D)  Undifferentiated marketing 
A)  Differentiated marketing 
B)  Product differentiation 
C)  Concentrated marketing 
D)  Undifferentiated marketing

Question 5

Which sales forecasting technique is most appropriate for a new product?

Accepted Answer

A)  Sales-force survey 
B)  Detailed statistical analysis 
C)  Simple trend analysis 
D)  Complex trend analysis 
A)  Sales-force survey 
B)  Detailed statistical analysis 
C)  Simple trend analysis 
D)  Complex trend analysis

Question 6

a.	Differentiate among homogeneous demand, clustered demand, and diffused demand. Provide an example of each demand pattern.
b. Explain the relationship between each of these consumer demand patterns and the selection of a target market approach.

Accepted Answer

a. Homogeneous demand refers to a situat

Question 7

When a firm's overall sales penetration is high,

Accepted Answer

A)  obtaining additional heavy users becomes increasingly difficult. 
B)  undifferentiated marketing is the preferred target market strategy. 
C)  obtaining additional sales may become more difficult. 
D)  the marketing budget is too large. 
A)  obtaining additional heavy users becomes increasingly difficult. 
B)  undifferentiated marketing is the preferred target market strategy. 
C)  obtaining additional sales may become more difficult. 
D)  the marketing budget is too large.

Question 8

A marketer focuses on the uniform needs and desires of all consumers when demand is clustered.

Accepted Answer

A) True 
 B)False

Question 9

Which target market strategy allows a firm to pursue BOTH mass marketing and concentrated marketing?

Accepted Answer

A)  Product differentiation 
B)  Differentiated marketing 
C)  Concentrated marketing 
D)  Undifferentiated marketing 
A)  Product differentiation 
B)  Differentiated marketing 
C)  Concentrated marketing 
D)  Undifferentiated marketing

Question 10

An appliance retailer defines its target market as consumers having a high financial safety risk. A key factor to consider in developing a marketing plan is the segment's reachability.

Accepted Answer

A) True 
 B)False

Question 11

An appropriate geographic demographic segmentation base for organizational consumers is their NAICS code.

Accepted Answer

A) True 
 B)False

Question 12

Each subset of a market can be a separate target market.

Accepted Answer

A) True 
 B)False

Question 13

In which target market strategy must a firm take particular care to distinguish its multiple offerings from one another?

Accepted Answer

A)  Differentiated marketing 
B)  Product differentiation 
C)  Concentrated marketing 
D)  Undifferentiated marketing 
A)  Differentiated marketing 
B)  Product differentiation 
C)  Concentrated marketing 
D)  Undifferentiated marketing

Question 14

Describe how a shampoo manufacturer can effectively use the heavy-half and benefit segmentation concepts.

Accepted Answer

A shampoo manufacturer can effectively u

Question 15

Because of the majority fallacy concept, a company needs to consider the degree of competition in each market segment, as well as the size of each market segment, in deciding whether or not to appeal to that particular segment.

Accepted Answer

A) True 
 B)False

Question 16

In general, concentrated marketing is more costly, but less risky than differentiated marketing.

Accepted Answer

A) True 
 B)False

Question 17

Product differentiation is a form of competitive advantage.

Accepted Answer

A) True 
 B)False

Question 18

According to the Social Styles model, both analyticals and expressives are risk avoiders.

Accepted Answer

A) True 
 B)False

Question 19

Which forecasting technique may have a significant effect on the analysts' performance evaluation system?

Accepted Answer

A)  Jury of executive opinion 
B)  Simple trend analysis 
C)  Sales force survey 
D)  Market share analysis 
A)  Jury of executive opinion 
B)  Simple trend analysis 
C)  Sales force survey 
D)  Market share analysis

Question 20

According to the Social Styles model, a salesperson selling to both analyticals and expressives will have to adjust his or her presentation to reflect his or her clients' low assertiveness.

Accepted Answer

A) True 
 B)False

Exam 10: Developing a Target Market Strategy

The most appropriate distribution strategy to be used along with undifferentiated marketing is selling through

The major difference between simple trend analysis and complex trend analysis is that simple trend analysis does NOT consider

Meaningful product differentiation must be based upon an important product difference, not including a lower price.

Which target market approach involves the most complicated market planning process?

Which sales forecasting technique is most appropriate for a new product?

a. Differentiate among homogeneous demand, clustered demand, and diffused demand. Provide an example of each demand pattern. b. Explain the relationship between each of these consumer demand patterns and the selection of a target market approach.

When a firm's overall sales penetration is high,

A marketer focuses on the uniform needs and desires of all consumers when demand is clustered.

Which target market strategy allows a firm to pursue BOTH mass marketing and concentrated marketing?

An appliance retailer defines its target market as consumers having a high financial safety risk. A key factor to consider in developing a marketing plan is the segment's reachability.

An appropriate geographic demographic segmentation base for organizational consumers is their NAICS code.

Each subset of a market can be a separate target market.

In which target market strategy must a firm take particular care to distinguish its multiple offerings from one another?

Describe how a shampoo manufacturer can effectively use the heavy-half and benefit segmentation concepts.

Because of the majority fallacy concept, a company needs to consider the degree of competition in each market segment, as well as the size of each market segment, in deciding whether or not to appeal to that particular segment.

In general, concentrated marketing is more costly, but less risky than differentiated marketing.

Product differentiation is a form of competitive advantage.

According to the Social Styles model, both analyticals and expressives are risk avoiders.

Which forecasting technique may have a significant effect on the analysts' performance evaluation system?

According to the Social Styles model, a salesperson selling to both analyticals and expressives will have to adjust his or her presentation to reflect his or her clients' low assertiveness.

Marketing Today

The Environment in Which Marketing Operates

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Goods Versus Services Marketing

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Value Chain Management and Logistics

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Considerations in Price Planning

Developing and Applying a Pricing Strategy

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