Question 1

When is repositioning needed?

Accepted Answer

A) when the direction of the marketing strategy is not clear or focused 
B) when customers are not viewing the brand the desired way 
C) when each market segment has its own preferences 
D) when ethical issues arise in selecting segmenting dimensions 
E) when markets become homogenous between 
A) when the direction of the marketing strategy is not clear or focused 
B) when customers are not viewing the brand the desired way 
C) when each market segment has its own preferences 
D) when ethical issues arise in selecting segmenting dimensions 
E) when markets become homogenous between

Question 2

"Good" market segments are those that are

Accepted Answer

A) heterogeneous between. 
B) operational. 
C) substantial. 
D) homogeneous within. 
E) All these answers are correct. 
A) heterogeneous between. 
B) operational. 
C) substantial. 
D) homogeneous within. 
E) All these answers are correct.

Question 3

Which of the following tasks should a segmenter be engaged in?

Accepted Answer

A) assuming a whole market with a similar set of customers 
B) fine-tuning the marketing mix for each target market 
C) merging various submarkets together to satisfy them more easily 
D) selecting a marketing mix that works fairly well with each segment 
E) providing a unique brand name that does not become common 
A) assuming a whole market with a similar set of customers 
B) fine-tuning the marketing mix for each target market 
C) merging various submarkets together to satisfy them more easily 
D) selecting a marketing mix that works fairly well with each segment 
E) providing a unique brand name that does not become common

Question 4

Which of the following statements about market segmentation is NOT true?

Accepted Answer

A) It starts by segmenting broad product-markets. 
B) It involves naming broad product-markets. 
C) A market grid with submarkets can be a visual aid to market segmentation. 
D) It segments broad product-markets in order to develop suitable marketing mixes. 
E) First-time market segmentation efforts often fail. 
A) It starts by segmenting broad product-markets. 
B) It involves naming broad product-markets. 
C) A market grid with submarkets can be a visual aid to market segmentation. 
D) It segments broad product-markets in order to develop suitable marketing mixes. 
E) First-time market segmentation efforts often fail.

Question 5

Which of the following statements about positioning is true?

Accepted Answer

A) Positioning refers to how managers think about proposed or present brands in a market. 
B) Positioning issues are not important when competitors in a market appear to be very similar. 
C) Usually,the positions of products are related to six or seven product features that are important to product managers. 
D) None of these answers is correct. 
A) Positioning refers to how managers think about proposed or present brands in a market. 
B) Positioning issues are not important when competitors in a market appear to be very similar. 
C) Usually,the positions of products are related to six or seven product features that are important to product managers. 
D) None of these answers is correct.

Question 6

A pencil,a dictating machine,and a word processor might compete in the same

Accepted Answer

A) target market. 
B) generic market. 
C) product-market. 
D) Any of these could be correct. 
A) target market. 
B) generic market. 
C) product-market. 
D) Any of these could be correct.

Question 7

Electro Technologies,Inc.(ETI)has limited capital and wants to reduce the risk of competitors taking customers if it invests in a new product-market.Its broad product-market consists of three reasonably distinct submarkets.To identify a target market,ETI should probably focus on using the ________ approach.

Accepted Answer

A) combined target market 
B) mass marketing 
C) multiple target market 
D) single target market 
E) None of these is a good choice for Electro Technologies,Inc. 
A) combined target market 
B) mass marketing 
C) multiple target market 
D) single target market 
E) None of these is a good choice for Electro Technologies,Inc.

Question 8

Saying that a good market segment should be "substantial" means that

Accepted Answer

A) the company does not have to worry about substantial competition for a long time. 
B) people should have substantially different reactions to marketing mix variables. 
C) it should be large enough to be profitable. 
D) people in different market segments should be as different as possible. 
E) the product and its offerings are substantial in nature. 
A) the company does not have to worry about substantial competition for a long time. 
B) people should have substantially different reactions to marketing mix variables. 
C) it should be large enough to be profitable. 
D) people in different market segments should be as different as possible. 
E) the product and its offerings are substantial in nature.

Question 9

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change.This is an example of a ________ system.

Accepted Answer

A) customer relationship management 
B) qualifying dimensions 
C) positioning matrix 
D) geographic targeting 
E) clustering 
A) customer relationship management 
B) qualifying dimensions 
C) positioning matrix 
D) geographic targeting 
E) clustering

Question 10

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Accepted Answer

A) The segments should be operational-i.e.,only quantitative dimensions are useful. 
B) The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables. 
C) The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables. 
D) The market segments should be substantial-i.e.,big enough to minimize the firm's costs. 
E) The market should always be homogenous in nature. 
A) The segments should be operational-i.e.,only quantitative dimensions are useful. 
B) The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables. 
C) The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables. 
D) The market segments should be substantial-i.e.,big enough to minimize the firm's costs. 
E) The market should always be homogenous in nature.

Question 11

Which of the following is LEAST likely to compete in the same generic market with the others?

Accepted Answer

A) popcorn 
B) soft drinks 
C) napkins 
D) cookies 
E) ice cream 
A) popcorn 
B) soft drinks 
C) napkins 
D) cookies 
E) ice cream

Question 12

A market-oriented strategy planner applies the ________ target market approach.

Accepted Answer

A) combined 
B) multiple 
C) single 
D) Any of these could be correct. 
A) combined 
B) multiple 
C) single 
D) Any of these could be correct.

Question 13

Differentiating the marketing mix is important for which of the following reasons?

Accepted Answer

A) It can help the firm build a competitive advantage with a group of target customers. 
B) It can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs. 
C) It can clarify the position the firm wants to achieve with customers. 
D) It can contribute to better blending of marketing mix decisions to achieve desired objectives. 
E) All these answers are correct. 
A) It can help the firm build a competitive advantage with a group of target customers. 
B) It can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs. 
C) It can clarify the position the firm wants to achieve with customers. 
D) It can contribute to better blending of marketing mix decisions to achieve desired objectives. 
E) All these answers are correct.

Question 14

"Good" market segments are those that are

Accepted Answer

A) homogeneous between. 
B) heterogeneous within. 
C) operational and substantial. 
D) international in nature. 
E) substantial all the time. 
A) homogeneous between. 
B) heterogeneous within. 
C) operational and substantial. 
D) international in nature. 
E) substantial all the time.

Question 15

Customer relationship management (CRM)data is generally used by firms to

Accepted Answer

A) reduce their focus on local customers. 
B) treat all submarkets as a single huge market. 
C) develop a prediction score for each customer. 
D) limit the need for customization. 
E) deliver the same marketing mix to all customer segments. 
A) reduce their focus on local customers. 
B) treat all submarkets as a single huge market. 
C) develop a prediction score for each customer. 
D) limit the need for customization. 
E) deliver the same marketing mix to all customer segments.

Question 16

A complete product-market definition includes a four-part description comprising all of the following EXCEPT

Accepted Answer

A) geographic area. 
B) customer needs. 
C) customer types. 
D) product type. 
E) marketing mix. 
A) geographic area. 
B) customer needs. 
C) customer types. 
D) product type. 
E) marketing mix.

Question 17

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that together they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.is following the ________ approach.

Accepted Answer

A) mass marketing 
B) multiple target market 
C) combined target market 
D) single target market 
E) None of these answers is correct. 
A) mass marketing 
B) multiple target market 
C) combined target market 
D) single target market 
E) None of these answers is correct.

Question 18

Making a very specific marketing mix for a particular group is always less profitable than a more general marketing mix that appeals to a larger segment.

Accepted Answer

A) True 
 B)False

Question 19

A firm involved in international marketing should pay even more attention to segmenting than a firm that sells only in the United States.

Accepted Answer

A) True 
 B)False

Question 20

When segmenting markets,cost considerations typically encourage a company to ________ and ________.

Accepted Answer

A) disaggregate; combine segments 
B) aggregate; use different segments 
C) disaggregate; use different segments 
D) aggregate; combine segments 
E) disaggregate; use one segment 
A) disaggregate; combine segments 
B) aggregate; use different segments 
C) disaggregate; use different segments 
D) aggregate; combine segments 
E) disaggregate; use one segment

When is repositioning needed?

"Good" market segments are those that are

Which of the following tasks should a segmenter be engaged in?

Which of the following statements about market segmentation is NOT true?

Which of the following statements about positioning is true?

A pencil,a dictating machine,and a word processor might compete in the same

Saying that a good market segment should be "substantial" means that

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change.This is an example of a ________ system.

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Which of the following is LEAST likely to compete in the same generic market with the others?

A market-oriented strategy planner applies the ________ target market approach.

Differentiating the marketing mix is important for which of the following reasons?

"Good" market segments are those that are

Customer relationship management (CRM)data is generally used by firms to

A complete product-market definition includes a four-part description comprising all of the following EXCEPT

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that together they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.is following the ________ approach.

Making a very specific marketing mix for a particular group is always less profitable than a more general marketing mix that appeals to a larger segment.

A firm involved in international marketing should pay even more attention to segmenting than a firm that sells only in the United States.

When segmenting markets,cost considerations typically encourage a company to and .

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

When is repositioning needed?

"Good" market segments are those that are

Which of the following tasks should a segmenter be engaged in?

Which of the following statements about market segmentation is NOT true?

Which of the following statements about positioning is true?

A pencil,a dictating machine,and a word processor might compete in the same

Saying that a good market segment should be "substantial" means that

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change.This is an example of a ________ system.

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Which of the following is LEAST likely to compete in the same generic market with the others?

A market-oriented strategy planner applies the ________ target market approach.

Differentiating the marketing mix is important for which of the following reasons?

"Good" market segments are those that are

Customer relationship management (CRM)data is generally used by firms to

A complete product-market definition includes a four-part description comprising all of the following EXCEPT

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that together they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.is following the ________ approach.

Making a very specific marketing mix for a particular group is always less profitable than a more general marketing mix that appeals to a larger segment.

A firm involved in international marketing should pay even more attention to segmenting than a firm that sells only in the United States.

When segmenting markets,cost considerations typically encourage a company to ________ and ________.

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

When segmenting markets,cost considerations typically encourage a company to and .