Question 1

James is a prospective car buyer.In his context,which of the following statements would reflect a determining dimension?

Accepted Answer

A) He must have enough money,or credit,to buy a car and insure it. 
B) He needs to have a valid driver's license. 
C) He has kids who have to be carpooled. 
D) He needs a safe car. 
E) His office is 2.5 miles from home. 
A) He must have enough money,or credit,to buy a car and insure it. 
B) He needs to have a valid driver's license. 
C) He has kids who have to be carpooled. 
D) He needs a safe car. 
E) His office is 2.5 miles from home.

Question 2

A generic market is one in which

Accepted Answer

A) products from different industries compete for customers by trying to satisfy the same basic need. 
B) no firm can establish a competitive advantage. 
C) a number of firms are all offering new or improved products in an effort to increase sales. 
D) one seller has a patent for a superior product and other competitors imitate the leader with inferior products. 
E) None of these answers is correct. 
A) products from different industries compete for customers by trying to satisfy the same basic need. 
B) no firm can establish a competitive advantage. 
C) a number of firms are all offering new or improved products in an effort to increase sales. 
D) one seller has a patent for a superior product and other competitors imitate the leader with inferior products. 
E) None of these answers is correct.

Question 3

Combiners

Accepted Answer

A) look at various submarkets for differences rather than similarities. 
B) try to increase the size of their target markets by merging two or more segments. 
C) aim at one or more market segments and offer each different marketing mixes. 
D) have decided to sacrifice profits for sales volume. 
E) aim at one submarket with a specialized marketing mix. 
A) look at various submarkets for differences rather than similarities. 
B) try to increase the size of their target markets by merging two or more segments. 
C) aim at one or more market segments and offer each different marketing mixes. 
D) have decided to sacrifice profits for sales volume. 
E) aim at one submarket with a specialized marketing mix.

Question 4

Behavioral (as opposed to demographic)segmenting dimensions include

Accepted Answer

A) family life cycle. 
B) geographic location. 
C) education. 
D) social class. 
E) purchase relationship. 
A) family life cycle. 
B) geographic location. 
C) education. 
D) social class. 
E) purchase relationship.

Question 5

Which of the following is the best example of a product-market?

Accepted Answer

A) the MP3 player market 
B) the young adult exercise market 
C) the software market 
D) the convenience market 
E) the status symbol market 
A) the MP3 player market 
B) the young adult exercise market 
C) the software market 
D) the convenience market 
E) the status symbol market

Question 6

A generic market

Accepted Answer

A) may include sellers who compete in different product-markets. 
B) would probably be broader than the firm's target market. 
C) might be composed of several different product-markets. 
D) has sellers offering a more diverse set of products. 
E) All these answers are correct. 
A) may include sellers who compete in different product-markets. 
B) would probably be broader than the firm's target market. 
C) might be composed of several different product-markets. 
D) has sellers offering a more diverse set of products. 
E) All these answers are correct.

Question 7

Ford Motor Co.asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power)so that it can establish a quadrant-grid map of these ratings.What type of analysis is Ford conducting?

Accepted Answer

A) positioning 
B) combining 
C) qualifying 
D) dimensional 
E) insight management 
A) positioning 
B) combining 
C) qualifying 
D) dimensional 
E) insight management

Question 8

"Positioning" means using a map to show where a firm's products are distributed geographically.

Accepted Answer

A) True 
 B)False

Question 9

The more heterogeneous a firm's target market becomes,the more likely the firm will see competition from an innovative segmenter.

Accepted Answer

A) True 
 B)False

Question 10

A complete product-market definition includes all the following descriptions EXCEPT

Accepted Answer

A) what is the product type. 
B) who are the firm's competitors. 
C) what customers' needs will be satisfied. 
D) which customer types will desire the product. 
E) in which geographic region will the firm compete for customers. 
A) what is the product type. 
B) who are the firm's competitors. 
C) what customers' needs will be satisfied. 
D) which customer types will desire the product. 
E) in which geographic region will the firm compete for customers.

Question 11

A product-market is one in which

Accepted Answer

A) demand is inelastic. 
B) products that are close substitutes for each other compete for customers by trying to satisfy very similar needs. 
C) breakthrough opportunities are no longer possible. 
D) one seller has a patent for a superior product and other competitors try to imitate the leader. 
E) All these answers are correct. 
A) demand is inelastic. 
B) products that are close substitutes for each other compete for customers by trying to satisfy very similar needs. 
C) breakthrough opportunities are no longer possible. 
D) one seller has a patent for a superior product and other competitors try to imitate the leader. 
E) All these answers are correct.

Question 12

A positioning analysis is a product-oriented approach.

Accepted Answer

A) True 
 B)False

Question 13

What is a qualifying dimension for people who consider purchasing a pill for pain relief?

Accepted Answer

A) the region of the country in which they live 
B) income level 
C) physiological need 
D) ethnicity 
E) occupation 
A) the region of the country in which they live 
B) income level 
C) physiological need 
D) ethnicity 
E) occupation

Question 14

Why are product-market boundaries important?

Accepted Answer

A) They provide focus. 
B) They identify similar needs. 
C) They specify marketing mix variables. 
D) They define the strategy. 
E) They compare competitor offers. 
A) They provide focus. 
B) They identify similar needs. 
C) They specify marketing mix variables. 
D) They define the strategy. 
E) They compare competitor offers.

Question 15

What is the main difference between naming broad product-markets and market segmentation?

Accepted Answer

A) Naming is a computerized process,while segmentation requires more thought. 
B) Naming is concerned with customers,while segmentation is concerned with product features. 
C) Naming involves breaking down markets,while segmentation involves aggregating customers with similar needs. 
D) Naming involves looking for similarities,while segmentation involves looking for differences. 
E) Naming identifies popular terms associated with the product,while segmentation identifies a market. 
A) Naming is a computerized process,while segmentation requires more thought. 
B) Naming is concerned with customers,while segmentation is concerned with product features. 
C) Naming involves breaking down markets,while segmentation involves aggregating customers with similar needs. 
D) Naming involves looking for similarities,while segmentation involves looking for differences. 
E) Naming identifies popular terms associated with the product,while segmentation identifies a market.

Question 16

A transistor radio,an MP3 player,and a portable CD player might compete in the same

Accepted Answer

A) single target market. 
B) multiple target market. 
C) product-market. 
D) combined target market. 
E) generic market. 
A) single target market. 
B) multiple target market. 
C) product-market. 
D) combined target market. 
E) generic market.

Question 17

A company provides its advertising agency with a statement about a new product to use in designing an advertising campaign,and this statement includes a description of the target market,the product type,the primary benefits of using the product,and how this product is different from,and better than,competitive products.What type of statement is this?

Accepted Answer

A) qualifying 
B) positioning 
C) determining 
D) clustering 
E) combining 
A) qualifying 
B) positioning 
C) determining 
D) clustering 
E) combining

Question 18

Marketing-oriented managers think of segmenting as a disaggregating process.

Accepted Answer

A) True 
 B)False

Question 19

________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Accepted Answer

A) Market positioning 
B) Market segmentation 
C) Mass marketing 
D) Diversification 
E) Strategic planning 
A) Market positioning 
B) Market segmentation 
C) Mass marketing 
D) Diversification 
E) Strategic planning

Question 20

Positioning might lead a marketing manager to

Accepted Answer

A) introduce a new product for a segment with unsatisfied needs. 
B) change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C) shift attention to another market segment where competition is weaker. 
D) physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E) All these answers are correct. 
A) introduce a new product for a segment with unsatisfied needs. 
B) change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C) shift attention to another market segment where competition is weaker. 
D) physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E) All these answers are correct.

James is a prospective car buyer.In his context,which of the following statements would reflect a determining dimension?

A generic market is one in which

Combiners

Behavioral (as opposed to demographic)segmenting dimensions include

Which of the following is the best example of a product-market?

A generic market

Ford Motor Co.asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power)so that it can establish a quadrant-grid map of these ratings.What type of analysis is Ford conducting?

"Positioning" means using a map to show where a firm's products are distributed geographically.

The more heterogeneous a firm's target market becomes,the more likely the firm will see competition from an innovative segmenter.

A complete product-market definition includes all the following descriptions EXCEPT

A product-market is one in which

A positioning analysis is a product-oriented approach.

What is a qualifying dimension for people who consider purchasing a pill for pain relief?

Why are product-market boundaries important?

What is the main difference between naming broad product-markets and market segmentation?

A transistor radio,an MP3 player,and a portable CD player might compete in the same

Marketing-oriented managers think of segmenting as a disaggregating process.

________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Positioning might lead a marketing manager to

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

James is a prospective car buyer.In his context,which of the following statements would reflect a determining dimension?

A generic market is one in which

Combiners

Behavioral (as opposed to demographic)segmenting dimensions include

Which of the following is the best example of a product-market?

A generic market

Ford Motor Co.asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power)so that it can establish a quadrant-grid map of these ratings.What type of analysis is Ford conducting?

"Positioning" means using a map to show where a firm's products are distributed geographically.

The more heterogeneous a firm's target market becomes,the more likely the firm will see competition from an innovative segmenter.

A complete product-market definition includes all the following descriptions EXCEPT

A product-market is one in which

A positioning analysis is a product-oriented approach.

What is a qualifying dimension for people who consider purchasing a pill for pain relief?

Why are product-market boundaries important?

What is the main difference between naming broad product-markets and market segmentation?

A transistor radio,an MP3 player,and a portable CD player might compete in the same

Marketing-oriented managers think of segmenting as a disaggregating process.

________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Positioning might lead a marketing manager to

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters