Question 1

XYZ Computers,Inc. ,a business with limited resources,is a market nicher.How might XYZ benefit from this?

Accepted Answer

XYZ Computers will have an opp

Question 2

Product position is the way a product is defined by ________ on important attributes.

Accepted Answer

The answer of Product position is the way a product...

Question 3

When the size,purchasing power and profiles of a market segment can be determined,it possesses the requirement of being ________.

Accepted Answer

A) measurable 
B) accessible 
C) substantial 
D) actionable 
E) observable 
A) measurable 
B) accessible 
C) substantial 
D) actionable 
E) observable

Question 4

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

Accepted Answer

A) undifferentiated marketing 
B) differentiated marketing 
C) target marketing 
D) concentrated marketing 
E) micromarketing 
A) undifferentiated marketing 
B) differentiated marketing 
C) target marketing 
D) concentrated marketing 
E) micromarketing

Question 5

Using concentrated marketing,the marketer goes after a ________ share of ________.

Accepted Answer

A) small;a small market 
B) small;a large market 
C) large;one or a few niches 
D) large;the mass market 
E) moderate;the local market 
A) small;a small market 
B) small;a large market 
C) large;one or a few niches 
D) large;the mass market 
E) moderate;the local market

Question 6

Though the use of mass marketing has been widespread,for centuries consumers were served as individuals as businesses practiced individual marketing.

Accepted Answer

A) True 
 B)False

Question 7

When might be the best time for a marketer to use geographic segmentation?

Accepted Answer

Geographic segmentation may be

Question 8

Which of the following is NOT a drawback of local marketing?

Accepted Answer

A) It can drive up manufacturing costs. 
B) It can drive up marketing costs by reducing economies of scale. 
C) It can create logistics problems. 
D) A brand's overall image might be diluted through too much variation. 
E) Supporting technologies are not cost-effective. 
A) It can drive up manufacturing costs. 
B) It can drive up marketing costs by reducing economies of scale. 
C) It can create logistics problems. 
D) A brand's overall image might be diluted through too much variation. 
E) Supporting technologies are not cost-effective.

Question 9

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

Accepted Answer

A) segmented 
B) undifferentiated 
C) traditional 
D) differentiated 
E) None of the above 
A) segmented 
B) undifferentiated 
C) traditional 
D) differentiated 
E) None of the above

Question 10

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

Accepted Answer

A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable 
A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable

Question 11

An exercise equipment company produces exercise equipment designed for people with back injuries.Since this is a small market largely ignored by other exercise equipment makers,this equipment manufacturer is engaged in ________.

Accepted Answer

A) local marketing 
B) aggregated marketing 
C) individual marketing 
D) micromarketing 
E) derived marketing 
A) local marketing 
B) aggregated marketing 
C) individual marketing 
D) micromarketing 
E) derived marketing

Question 12

Colorlab has picked up on a recent trend in the cosmetics industry which allows women the opportunity to have lipsticks,blushers and other cosmetics manufactured in custom-blended colours designed to match a dress or simply to provide a perfect blend with skin tone or hair colour.When Colorlab produces a lipstick to match a swatch of fabric provided by the customer,the company is engaging in ________.

Accepted Answer

A) mass customisation 
B) micromarketing 
C) local marketing 
D) tight targeting 
E) behavioural segmentation 
A) mass customisation 
B) micromarketing 
C) local marketing 
D) tight targeting 
E) behavioural segmentation

Question 13

________ differentiation can be created through delivery,installation,repair and customer training.

Accepted Answer

The answer of ________ differentiation can be created through delivery,installation,repair...

Question 14

When firms use symbols,colours or characters to convey their personalities,they are using ________ differentiation.

Accepted Answer

A) image 
B) people 
C) company 
D) reputation 
E) subliminal 
A) image 
B) people 
C) company 
D) reputation 
E) subliminal

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Accepted Answer

A) True 
 B)False

Question 17

Unilever sells six brands of laundry detergent,each designed for one of six laundry segments Unilever has identified.Together,these six brands take four times the market share of the company's closest rival.Which of the following is a disadvantage of Unilever's differentiated marketing strategy?

Accepted Answer

A) lost sales that would have been made with an undifferentiated marketing strategy across all segments 
B) lost customer loyalty due to lack of brand loyalty 
C) increased costs for separate marketing plans for each brand 
D) other suppliers controlling pricing 
E) lack of resources to succeed in an attractive segment 
A) lost sales that would have been made with an undifferentiated marketing strategy across all segments 
B) lost customer loyalty due to lack of brand loyalty 
C) increased costs for separate marketing plans for each brand 
D) other suppliers controlling pricing 
E) lack of resources to succeed in an attractive segment

Question 18

Which of the following statements is expressed solely as a psychographic profile of a consumer?

Accepted Answer

A) Gail is 21,a secretary and she loves mountain biking. 
B) Roger is a radiographer with an income of over 80 thousand dollars per year. 
C) Ben is self-confident in his role as a park ranger. 
D) Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
E) Rab likes nothing better than to unwind with his mates,over a drink,at the football. 
A) Gail is 21,a secretary and she loves mountain biking. 
B) Roger is a radiographer with an income of over 80 thousand dollars per year. 
C) Ben is self-confident in his role as a park ranger. 
D) Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
E) Rab likes nothing better than to unwind with his mates,over a drink,at the football.

Question 19

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs,it is following ________.

Accepted Answer

A) concentrated marketing 
B) mass marketing 
C) mass customisation 
D) undifferentiated marketing 
E) localisation 
A) concentrated marketing 
B) mass marketing 
C) mass customisation 
D) undifferentiated marketing 
E) localisation

Question 20

Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches.Sanguine practices which one of these strategies?

Accepted Answer

A) undifferentiated 
B) differentiated 
C) mass 
D) concentrated 
E) geographically dispersed 
A) undifferentiated 
B) differentiated 
C) mass 
D) concentrated 
E) geographically dispersed

XYZ Computers,Inc. ,a business with limited resources,is a market nicher.How might XYZ benefit from this?

Product position is the way a product is defined by ________ on important attributes.

When the size,purchasing power and profiles of a market segment can be determined,it possesses the requirement of being ________.

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

Using concentrated marketing,the marketer goes after a share of .

Though the use of mass marketing has been widespread,for centuries consumers were served as individuals as businesses practiced individual marketing.

When might be the best time for a marketer to use geographic segmentation?

Which of the following is NOT a drawback of local marketing?

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

An exercise equipment company produces exercise equipment designed for people with back injuries.Since this is a small market largely ignored by other exercise equipment makers,this equipment manufacturer is engaged in ________.

________ differentiation can be created through delivery,installation,repair and customer training.

When firms use symbols,colours or characters to convey their personalities,they are using ________ differentiation.

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

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Unilever sells six brands of laundry detergent,each designed for one of six laundry segments Unilever has identified.Together,these six brands take four times the market share of the company's closest rival.Which of the following is a disadvantage of Unilever's differentiated marketing strategy?

Which of the following statements is expressed solely as a psychographic profile of a consumer?

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs,it is following ________.

Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches.Sanguine practices which one of these strategies?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

XYZ Computers,Inc. ,a business with limited resources,is a market nicher.How might XYZ benefit from this?

Product position is the way a product is defined by ________ on important attributes.

When the size,purchasing power and profiles of a market segment can be determined,it possesses the requirement of being ________.

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

Using concentrated marketing,the marketer goes after a ________ share of ________.

Though the use of mass marketing has been widespread,for centuries consumers were served as individuals as businesses practiced individual marketing.

When might be the best time for a marketer to use geographic segmentation?

Which of the following is NOT a drawback of local marketing?

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

An exercise equipment company produces exercise equipment designed for people with back injuries.Since this is a small market largely ignored by other exercise equipment makers,this equipment manufacturer is engaged in ________.

________ differentiation can be created through delivery,installation,repair and customer training.

When firms use symbols,colours or characters to convey their personalities,they are using ________ differentiation.

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

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Unilever sells six brands of laundry detergent,each designed for one of six laundry segments Unilever has identified.Together,these six brands take four times the market share of the company's closest rival.Which of the following is a disadvantage of Unilever's differentiated marketing strategy?

Which of the following statements is expressed solely as a psychographic profile of a consumer?

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs,it is following ________.

Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches.Sanguine practices which one of these strategies?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Products, services and Brands: Offering Customer Value

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

Using concentrated marketing,the marketer goes after a share of .