Question 1

Concentrated marketing is used because

Accepted Answer

A)  risks are lower than normal 
B)  Operating economies can be achieved through specialization in production, distribution and promotion. 
C)  markets are fairly homogenous 
D)  its audience falls into several identifiable segments 
E)  It allows production of the offering "on demand" 
A)  risks are lower than normal 
B)  Operating economies can be achieved through specialization in production, distribution and promotion. 
C)  markets are fairly homogenous 
D)  its audience falls into several identifiable segments 
E)  It allows production of the offering "on demand" B

Question 2

Selecting one or more market segments and developing a strategy for each is called

Accepted Answer

A)  mass marketing 
B)  target marketing 
C)  differentiated marketing 
D)  core marketing 
E)  psychographic profile marketing 
A)  mass marketing 
B)  target marketing 
C)  differentiated marketing 
D)  core marketing 
E)  psychographic profile marketing B

Question 3

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

Accepted Answer

A)  loyalty status 
B)  usage rate 
C)  Status Change 
D)  Complex General Objective measures 
E)  Lifestyles analysis 
A)  loyalty status 
B)  usage rate 
C)  Status Change 
D)  Complex General Objective measures 
E)  Lifestyles analysis B

Question 4

The method of target marketing which focuses on the target audience as an aggregate, focusing on what is common among segments instead of what is different is called:

Accepted Answer

A)  Undifferentiated Marketing 
B)  Differentiated marketing 
C)  Concentrated marketing 
D)  Segmentation concentration marketing 
E)  Mass customization 
A)  Undifferentiated Marketing 
B)  Differentiated marketing 
C)  Concentrated marketing 
D)  Segmentation concentration marketing 
E)  Mass customization

Question 5

What criteria should be used against which, to evaluate a segment for targeting

Accepted Answer

.Its relative attractiveness
.

Question 6

Identify and explain the six characteristics market segments should possess

Accepted Answer

.Mutually exclusive -Each segment is con

Question 7

Describe the steps in market segmentation, targeting and positioning

Accepted Answer

.Identify bases for segmenting the marke

Question 8

Describe the four strategic choices for how to target segments

Accepted Answer

.Undifferentiated (mass) marketing - goi

Question 9

Which of the following is an inferred measure for segmenting a market?

Accepted Answer

A)  Age and gender 
B)  Family life cycle 
C)  Psychographic/lifestyle 
D)  Decision role 
E)  Social Class 
A)  Age and gender 
B)  Family life cycle 
C)  Psychographic/lifestyle 
D)  Decision role 
E)  Social Class

Question 10

Sometimes mass marketing is used in favor of segment marketing is because:

Accepted Answer

A)  Costs per individual are higher but more people are reached 
B)  Costs per individual are lower and neglected market segments are reached 
C)  market niches are reached more easily 
D)  Risks are higher, but the payoff is also higher 
E)  Mass customization doesn't work for nonprofits 
A)  Costs per individual are higher but more people are reached 
B)  Costs per individual are lower and neglected market segments are reached 
C)  market niches are reached more easily 
D)  Risks are higher, but the payoff is also higher 
E)  Mass customization doesn't work for nonprofits

Question 11

What does effective positioning involve?

Accepted Answer

.Understanding your present position
.Un

Question 12

A popular method to measure lifestyles and tie them to geography is called?

Accepted Answer

A)  Instrumental and terminal value analysis 
B)  Family life cycle geocoding 
C)  PRIZM Clusters 
D)  Personicz  Lifestyle Geoclusters 
E)  C and D above 
A)  Instrumental and terminal value analysis 
B)  Family life cycle geocoding 
C)  PRIZM Clusters 
D)  Personicz  Lifestyle Geoclusters 
E)  C and D above

Question 13

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

Accepted Answer

A)  Quality, Quantity and Timing decisions 
B)  Quality, Quantity and Market decisions 
C)  Financial, Asset, and Human Resource decisions 
D)  Market segment, target and positioning decisions 
E)  Measurable, Specific and Time-based decisions 
A)  Quality, Quantity and Timing decisions 
B)  Quality, Quantity and Market decisions 
C)  Financial, Asset, and Human Resource decisions 
D)  Market segment, target and positioning decisions 
E)  Measurable, Specific and Time-based decisions

Question 14

What are the steps in using the semantic differential to measure people's perceptions of an organization and the behaviors of a particular group with respect tot he organization?

Accepted Answer

.Develop a set of relevant dimensions
.R

Question 15

Positioning is sometimes difficult because:

Accepted Answer

A)  Alternatives are in the minds of the target audience, and anticipating all the possible alternatives is difficult 
B)  Organizations don't want to spend the money to figure out what position they should be in 
C)  Market niches don't respond to positioning 
D)  Doing nothing is easier, and a company can avoid being positioned if it does nothing 
E)  Nonprofits are really all alike and can't be differentiated 
A)  Alternatives are in the minds of the target audience, and anticipating all the possible alternatives is difficult 
B)  Organizations don't want to spend the money to figure out what position they should be in 
C)  Market niches don't respond to positioning 
D)  Doing nothing is easier, and a company can avoid being positioned if it does nothing 
E)  Nonprofits are really all alike and can't be differentiated

Question 16

Which of the following is NOT a complex General Objective Measure for segmenting a market?

Accepted Answer

A)  Demographic profiling 
B)  Family life cycle 
C)  Status Change 
D)  Personicz Lifestyle Geoclusters 
E)  Social Class 
A)  Demographic profiling 
B)  Family life cycle 
C)  Status Change 
D)  Personicz Lifestyle Geoclusters 
E)  Social Class

Question 17

Identify the four basic types of bases (measures) for market segmentation developed by Frank, Massy, and Wind and briefly give examples of each

Accepted Answer

.General -Objective Measures - Age, inco

Concentrated marketing is used because

Selecting one or more market segments and developing a strategy for each is called

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

The method of target marketing which focuses on the target audience as an aggregate, focusing on what is common among segments instead of what is different is called:

What criteria should be used against which, to evaluate a segment for targeting

Identify and explain the six characteristics market segments should possess

Describe the steps in market segmentation, targeting and positioning

Describe the four strategic choices for how to target segments

Which of the following is an inferred measure for segmenting a market?

Sometimes mass marketing is used in favor of segment marketing is because:

What does effective positioning involve?

A popular method to measure lifestyles and tie them to geography is called?

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

What are the steps in using the semantic differential to measure people's perceptions of an organization and the behaviors of a particular group with respect tot he organization?

Positioning is sometimes difficult because:

Which of the following is NOT a complex General Objective Measure for segmenting a market?

Identify the four basic types of bases (measures) for market segmentation developed by Frank, Massy, and Wind and briefly give examples of each

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 6: Segmentation, Positioning, and Branding

Concentrated marketing is used because

Selecting one or more market segments and developing a strategy for each is called

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

The method of target marketing which focuses on the target audience as an aggregate, focusing on what is common among segments instead of what is different is called:

What criteria should be used against which, to evaluate a segment for targeting

Identify and explain the six characteristics market segments should possess

Describe the steps in market segmentation, targeting and positioning

Describe the four strategic choices for how to target segments

Which of the following is an inferred measure for segmenting a market?

Sometimes mass marketing is used in favor of segment marketing is because:

What does effective positioning involve?

A popular method to measure lifestyles and tie them to geography is called?

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

What are the steps in using the semantic differential to measure people's perceptions of an organization and the behaviors of a particular group with respect tot he organization?

Positioning is sometimes difficult because:

Which of the following is NOT a complex General Objective Measure for segmenting a market?

Identify the four basic types of bases (measures) for market segmentation developed by Frank, Massy, and Wind and briefly give examples of each

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters