Question 1

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Accepted Answer

Such marketers assume that all

Question 2

Bombay Gifts divides its markets into units of nations, regions, and cities. Bombay uses geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 3

Business and consumer marketers use the same set of variables to segment their markets.

Accepted Answer

A) True 
 B)False

Question 4

A product's position is based on important attributes as perceived by ________.

Accepted Answer

A) suppliers 
B) competitors 
C) market conditions 
D) consumers 
E) managers 
A) suppliers 
B) competitors 
C) market conditions 
D) consumers 
E) managers

Question 5

Barney Hopkins has compiled a list of things that make segments more attractive. Which of the following items should be on the list?

Accepted Answer

A) profitability 
B) powerful suppliers to control prices 
C) many substitute products 
D) competition with superior resources 
E) financial resources 
A) profitability 
B) powerful suppliers to control prices 
C) many substitute products 
D) competition with superior resources 
E) financial resources

Question 6

How might a marketer benefit most from using PRIZM?

Accepted Answer

The Nielsen Company's PRIZM classifies h

Question 7

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

Accepted Answer

A) benefits sought 
B) user status 
C) age and life cycle 
D) psychographic 
E) demographic 
A) benefits sought 
B) user status 
C) age and life cycle 
D) psychographic 
E) demographic

Question 8

Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a(n)________ strategy.

Accepted Answer

A) more-for-the-same 
B) more-for-less 
C) same-for-less 
D) less-for-much-less 
E) all-or-nothing 
A) more-for-the-same 
B) more-for-less 
C) same-for-less 
D) less-for-much-less 
E) all-or-nothing

Question 9

LaGrange Florists segments markets into groups of nonusers, ex-users, potential users, first-time users, and regular users of its flowers and services. This firm uses usage rate as the segmentation approach.

Accepted Answer

A) True 
 B)False

Question 10

Marketers must be careful to guard against ________ when using age and life cycle segmentation.

Accepted Answer

A) underestimating 
B) stereotyping 
C) traditional marketing 
D) cultural bias 
E) gender bias 
A) underestimating 
B) stereotyping 
C) traditional marketing 
D) cultural bias 
E) gender bias

Question 11

Why must marketers guard against stereotypes when using age and life cycle segmentation?

Accepted Answer

Not all consumers in the same age and li

Question 12

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

Accepted Answer

A) undifferentiated 
B) differentiated 
C) individual 
D) mass 
E) niche 
A) undifferentiated 
B) differentiated 
C) individual 
D) mass 
E) niche

Question 13

If Kool-Aid promotes a year-round campaign that "Kool-Aid isn't just a summertime drink," what type of segmentation is being used?

Accepted Answer

Occasion segmentatio

Question 14

How might the marketing mix be different for a hotel targeting a business traveller versus family holiday travellers?

Accepted Answer

Business travellers and family traveller

Question 15

When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.

Accepted Answer

A) concentrated marketing 
B) mass marketing 
C) market targeting 
D) segmenting 
E) differentiation 
A) concentrated marketing 
B) mass marketing 
C) market targeting 
D) segmenting 
E) differentiation

Question 16

Which of the following best describes differentiation?

Accepted Answer

A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy 
A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy

Question 17

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

Accepted Answer

A) market segmenting 
B) mass marketing 
C) differentiation 
D) targeting 
E) positioning 
A) market segmenting 
B) mass marketing 
C) differentiation 
D) targeting 
E) positioning

Question 18

Ford Motor Company emphasizes "Quality first-Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Accepted Answer

A) people 
B) image 
C) channels 
D) services 
E) positioning 
A) people 
B) image 
C) channels 
D) services 
E) positioning

Question 19

Which of the following best describes positioning?

Accepted Answer

A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's mind that the brand or company should occupy relative to the competition 
A) dividing the market into smaller, meaningful groups of customers 
B) a promise to a group of customers 
C) evaluating and identifying a meaningful group of customers to serve 
D) creating a unique offering to provide customer value 
E) identifying a clear and distinct place in the customer's mind that the brand or company should occupy relative to the competition

Question 20

Typically, developing a strong position within several market segments creates more total sales than ________ marketing across all segments.

Accepted Answer

A) undifferentiated 
B) differentiated 
C) niche 
D) target 
E) individual 
A) undifferentiated 
B) differentiated 
C) niche 
D) target 
E) individual

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Bombay Gifts divides its markets into units of nations, regions, and cities. Bombay uses geographic segmentation.

Business and consumer marketers use the same set of variables to segment their markets.

A product's position is based on important attributes as perceived by ________.

Barney Hopkins has compiled a list of things that make segments more attractive. Which of the following items should be on the list?

How might a marketer benefit most from using PRIZM?

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a(n)________ strategy.

LaGrange Florists segments markets into groups of nonusers, ex-users, potential users, first-time users, and regular users of its flowers and services. This firm uses usage rate as the segmentation approach.

Marketers must be careful to guard against ________ when using age and life cycle segmentation.

Why must marketers guard against stereotypes when using age and life cycle segmentation?

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

If Kool-Aid promotes a year-round campaign that "Kool-Aid isn't just a summertime drink," what type of segmentation is being used?

How might the marketing mix be different for a hotel targeting a business traveller versus family holiday travellers?

When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.

Which of the following best describes differentiation?

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

Ford Motor Company emphasizes "Quality first-Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Which of the following best describes positioning?

Typically, developing a strong position within several market segments creates more total sales than ________ marketing across all segments.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

Exam 7: Segmentation, Targeting, and Positioning

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Bombay Gifts divides its markets into units of nations, regions, and cities. Bombay uses geographic segmentation.

Business and consumer marketers use the same set of variables to segment their markets.

A product's position is based on important attributes as perceived by ________.

Barney Hopkins has compiled a list of things that make segments more attractive. Which of the following items should be on the list?

How might a marketer benefit most from using PRIZM?

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a(n)________ strategy.

LaGrange Florists segments markets into groups of nonusers, ex-users, potential users, first-time users, and regular users of its flowers and services. This firm uses usage rate as the segmentation approach.

Marketers must be careful to guard against ________ when using age and life cycle segmentation.

Why must marketers guard against stereotypes when using age and life cycle segmentation?

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

If Kool-Aid promotes a year-round campaign that "Kool-Aid isn't just a summertime drink," what type of segmentation is being used?

How might the marketing mix be different for a hotel targeting a business traveller versus family holiday travellers?

When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.

Which of the following best describes differentiation?

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

Ford Motor Company emphasizes "Quality first-Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Which of the following best describes positioning?

Typically, developing a strong position within several market segments creates more total sales than ________ marketing across all segments.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters