Question 1

Which is the first step in market segmentation?

Accepted Answer

A) finding one or two demographic characteristics to divide up the whole mass market 
B) clustering people with similar needs into a market segment 
C) naming a broad product-market of interest to the firm 
D) evaluating market segments to determine if they are large enough 
E) None of these answers is correct. 
A) finding one or two demographic characteristics to divide up the whole mass market 
B) clustering people with similar needs into a market segment 
C) naming a broad product-market of interest to the firm 
D) evaluating market segments to determine if they are large enough 
E) None of these answers is correct.

Question 2

Coorgs Coffee,Inc.has substantial market share in South America but seeks growth.Its managers want to expand into North America and target cities with populations of 50,000-99,999.Which segmenting dimension is most likely being used by Coorgs Coffee?

Accepted Answer

A) geographic 
B) behavioral 
C) urgency to get need satisfied 
D) demographic 
E) attitudes of consumers 
A) geographic 
B) behavioral 
C) urgency to get need satisfied 
D) demographic 
E) attitudes of consumers

Question 3

Segmenting dimensions

Accepted Answer

A) are useful for segmenting consumer markets,but not business markets. 
B) help guide marketing mix planning. 
C) are always demographic or geographic. 
D) fall into two general categories: qualifying and purchasing. 
E) may be called qualifying or non-qualifying. 
A) are useful for segmenting consumer markets,but not business markets. 
B) help guide marketing mix planning. 
C) are always demographic or geographic. 
D) fall into two general categories: qualifying and purchasing. 
E) may be called qualifying or non-qualifying.

Question 4

Saying that a good market segment should be "heterogeneous between" means that

Accepted Answer

A) the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
B) the customers in a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
C) the customers in different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
D) the customers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
E) the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables. 
A) the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
B) the customers in a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
C) the customers in different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
D) the customers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions. 
E) the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables.

Question 5

________ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

Accepted Answer

A) Combiners 
B) Segmenters 
C) Segment aggregators 
D) Segment combiners 
E) Multipliers 
A) Combiners 
B) Segmenters 
C) Segment aggregators 
D) Segment combiners 
E) Multipliers

Question 6

________ segmenting dimensions help decide whether a person might be a potential customer,but not which specific products or brands that person might buy.

Accepted Answer

A) Determining 
B) Qualifying 
C) Operational 
D) Customer-related 
E) Situation-related 
A) Determining 
B) Qualifying 
C) Operational 
D) Customer-related 
E) Situation-related

Question 7

A "substantial" market segment is one that is big enough to be profitable.

Accepted Answer

A) True 
 B)False

Question 8

A generic market description should NOT include

Accepted Answer

A) customer needs. 
B) geographic area. 
C) competitors' names. 
D) customer types. 
A) customer needs. 
B) geographic area. 
C) competitors' names. 
D) customer types.

Question 9

Segmenting in international markets can be more challenging than segmenting in domestic markets because

Accepted Answer

A) there is less diversity in the key segmenting dimensions. 
B) there is often more data available about key segmenting dimensions. 
C) critical data is often less available and less dependable. 
D) profit is the balancing point that determines the marketing mix; and the markets are homogenous between and heterogeneous within. 
A) there is less diversity in the key segmenting dimensions. 
B) there is often more data available about key segmenting dimensions. 
C) critical data is often less available and less dependable. 
D) profit is the balancing point that determines the marketing mix; and the markets are homogenous between and heterogeneous within.

Question 10

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

Question 11

When identifying a company's market,managers need to avoid the mistake of

Accepted Answer

A) finding out what customers need. 
B) thinking of a market as a group of customers with similar needs who will exchange money for goods and services that meet those needs. 
C) trying to identify specific target markets within a general market. 
D) describing their markets solely in terms of the products they sell. 
E) thinking of the issue from the customer's point of view. 
A) finding out what customers need. 
B) thinking of a market as a group of customers with similar needs who will exchange money for goods and services that meet those needs. 
C) trying to identify specific target markets within a general market. 
D) describing their markets solely in terms of the products they sell. 
E) thinking of the issue from the customer's point of view.

Question 12

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Accepted Answer

A) True 
 B)False

Question 13

Positioning

Accepted Answer

A) applies to new products but not existing products. 
B) helps strategy planners see how customers view competitors' offerings. 
C) is concerned with obtaining the best shelf space in retail outlets. 
D) is useful for combining but not for segmenting. 
E) eliminates the need for judgment in strategy planning. 
A) applies to new products but not existing products. 
B) helps strategy planners see how customers view competitors' offerings. 
C) is concerned with obtaining the best shelf space in retail outlets. 
D) is useful for combining but not for segmenting. 
E) eliminates the need for judgment in strategy planning.

Question 14

A product-market is one in which

Accepted Answer

A) products from different industries compete for customers by trying to satisfy the same basic need. 
B) price is the determining factor in deciding which brand to buy. 
C) all the customers want the exact same product but will consider a substitute if their preferred brand is not available. 
D) one seller has a monopoly and there is no competition. 
E) None of these answers is correct. 
A) products from different industries compete for customers by trying to satisfy the same basic need. 
B) price is the determining factor in deciding which brand to buy. 
C) all the customers want the exact same product but will consider a substitute if their preferred brand is not available. 
D) one seller has a monopoly and there is no competition. 
E) None of these answers is correct.

Question 15

When segmenting markets,one should look at geographic location and demographic characteristics,as well as customers' desire and willingness to compare and shop; but behavioral needs aren't important for this purpose.

Accepted Answer

A) True 
 B)False

Question 16

Customer type

Accepted Answer

A) should be defined by identifying the buyer instead of the user. 
B) should be assigned a nickname that describes all potential types of customers. 
C) must always consider intermediaries even if they are not final users. 
D) refers to the final consumer or user of a product type. 
E) None of these answers is correct. 
A) should be defined by identifying the buyer instead of the user. 
B) should be assigned a nickname that describes all potential types of customers. 
C) must always consider intermediaries even if they are not final users. 
D) refers to the final consumer or user of a product type. 
E) None of these answers is correct.

Question 17

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying the

Accepted Answer

A) broad market approach. 
B) single target market approach. 
C) multiple target market approach. 
D) combined target market approach. 
E) generic market approach. 
A) broad market approach. 
B) single target market approach. 
C) multiple target market approach. 
D) combined target market approach. 
E) generic market approach.

Question 18

Sanders Beverages,Inc.is targeting non-juice drinkers with a new line of healthy fruit juices.Which segmenting dimension is most likely being used by Sanders Beverages?

Accepted Answer

A) geographic 
B) behavioral 
C) geodemographic 
D) demographic 
E) urgency to get need satisfied 
A) geographic 
B) behavioral 
C) geodemographic 
D) demographic 
E) urgency to get need satisfied

Question 19

A detailed customer database,containing past purchases and other segmenting information,is used to focus marketing efforts on individual customers in a

Accepted Answer

A) clustering management system. 
B) product positioning matrix. 
C) product differentiation matrix. 
D) diversification management system. 
E) customer relationship management system. 
A) clustering management system. 
B) product positioning matrix. 
C) product differentiation matrix. 
D) diversification management system. 
E) customer relationship management system.

Question 20

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

Accepted Answer

A) True 
 B)False

Which is the first step in market segmentation?

Coorgs Coffee,Inc.has substantial market share in South America but seeks growth.Its managers want to expand into North America and target cities with populations of 50,000-99,999.Which segmenting dimension is most likely being used by Coorgs Coffee?

Segmenting dimensions

Saying that a good market segment should be "heterogeneous between" means that

________ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

________ segmenting dimensions help decide whether a person might be a potential customer,but not which specific products or brands that person might buy.

A "substantial" market segment is one that is big enough to be profitable.

A generic market description should NOT include

Segmenting in international markets can be more challenging than segmenting in domestic markets because

________ 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.

When identifying a company's market,managers need to avoid the mistake of

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Positioning

A product-market is one in which

When segmenting markets,one should look at geographic location and demographic characteristics,as well as customers' desire and willingness to compare and shop; but behavioral needs aren't important for this purpose.

Customer type

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying the

Sanders Beverages,Inc.is targeting non-juice drinkers with a new line of healthy fruit juices.Which segmenting dimension is most likely being used by Sanders Beverages?

A detailed customer database,containing past purchases and other segmenting information,is used to focus marketing efforts on individual customers in a

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

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

Which is the first step in market segmentation?

Coorgs Coffee,Inc.has substantial market share in South America but seeks growth.Its managers want to expand into North America and target cities with populations of 50,000-99,999.Which segmenting dimension is most likely being used by Coorgs Coffee?

Segmenting dimensions

Saying that a good market segment should be "heterogeneous between" means that

________ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

________ segmenting dimensions help decide whether a person might be a potential customer,but not which specific products or brands that person might buy.

A "substantial" market segment is one that is big enough to be profitable.

A generic market description should NOT include

Segmenting in international markets can be more challenging than segmenting in domestic markets because

________ 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.

When identifying a company's market,managers need to avoid the mistake of

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Positioning

A product-market is one in which

When segmenting markets,one should look at geographic location and demographic characteristics,as well as customers' desire and willingness to compare and shop; but behavioral needs aren't important for this purpose.

Customer type

A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying the

Sanders Beverages,Inc.is targeting non-juice drinkers with a new line of healthy fruit juices.Which segmenting dimension is most likely being used by Sanders Beverages?

A detailed customer database,containing past purchases and other segmenting information,is used to focus marketing efforts on individual customers in a

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

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