Question 1

Describe the steps involved in the market segmentation process.

Accepted Answer

The process of market segmentation involves two steps: identifying groups of people (or organizations)with certain shared needs and aggregating (combining)these groups into larger market segments according to their interest in the product's utility.

Question 2

Which of the following is true about product packaging?

Accepted Answer

A)  Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens. 
B)  Packages should offer high visibility and legibility to penetrate shoppers' psychological screens. 
C)  As a rule, companies should change their product packaging at least once every three years. 
D)  Subtle changes in the color of a product's packaging generally do not have an impact on sales. 
E)  Contrary to popular belief, consumers do not associate package quality with product quality. 
A)  Packaging must reflect the tone, image, and personality of the product concept in order to penetrate consumers' psychological screens. 
B)  Packages should offer high visibility and legibility to penetrate shoppers' psychological screens. 
C)  As a rule, companies should change their product packaging at least once every three years. 
D)  Subtle changes in the color of a product's packaging generally do not have an impact on sales. 
E)  Contrary to popular belief, consumers do not associate package quality with product quality. A

Question 3

Which of the following is true of the key factors influencing price?

Accepted Answer

A)  A company's objectives are not related to the price of its products. 
B)  Economic conditions, government regulations and marketing costs influence product prices. 
C)  When introducing a product, companies initially set a low price to attract more consumers. 
D)  As the risks associated with new products diminish, consumers are no longer willing to pay high prices. 
E)  In the later stages of the product life cycle, prices tend to rise. 
A)  A company's objectives are not related to the price of its products. 
B)  Economic conditions, government regulations and marketing costs influence product prices. 
C)  When introducing a product, companies initially set a low price to attract more consumers. 
D)  As the risks associated with new products diminish, consumers are no longer willing to pay high prices. 
E)  In the later stages of the product life cycle, prices tend to rise. B

Question 4

Which of the following is true of intensive distribution?

Accepted Answer

A)  The profit on each unit is usually very high. 
B)  The volume of sales is very low. 
C)  Consumers can buy products with a minimum of effort. 
D)  The sales burden is carried by the retailer. 
E)  Products sold through intensive distribution are available only at select locations. 
A)  The profit on each unit is usually very high. 
B)  The volume of sales is very low. 
C)  Consumers can buy products with a minimum of effort. 
D)  The sales burden is carried by the retailer. 
E)  Products sold through intensive distribution are available only at select locations.

Question 5

When sales volume begins to rise rapidly,the product enters the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 6

A cosmetics company allows customers to purchase its products through its Web site.This represents _____ distribution.

Accepted Answer

A)  selective 
B)  multilevel 
C)  direct 
D)  intensive 
E)  network 
A)  selective 
B)  multilevel 
C)  direct 
D)  intensive 
E)  network

Question 7

Which of the following,also known as mass selling,attempts to inform,persuade,and remind customers about particular products and services?

Accepted Answer

A)  Transportation 
B)  Distribution 
C)  Franchising 
D)  Advertising 
E)  Market segmentation 
A)  Transportation 
B)  Distribution 
C)  Franchising 
D)  Advertising 
E)  Market segmentation

Question 8

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

Accepted Answer

A)  Geographic 
B)  Demographic 
C)  Geodemographic 
D)  Psychographic 
E)  Behavioristic 
A)  Geographic 
B)  Demographic 
C)  Geodemographic 
D)  Psychographic 
E)  Behavioristic

Question 9

In terms of user status,_____ perceive two or more brands to have superior attributes and will buy at full price.

Accepted Answer

A)  repertoire users 
B)  aware nontriers 
C)  sole users 
D)  semi-sole users 
E)  trial/rejectors 
A)  repertoire users 
B)  aware nontriers 
C)  sole users 
D)  semi-sole users 
E)  trial/rejectors

Question 10

In the maturity stage of the product life cycle,prices tend to rise.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following types of marketing communication is similar to taking the store to the customer?

Accepted Answer

A)  Network marketing 
B)  Direct marketing 
C)  Public relations 
D)  Viral marketing 
E)  Sales promotions 
A)  Network marketing 
B)  Direct marketing 
C)  Public relations 
D)  Viral marketing 
E)  Sales promotions

Question 12

Pantene,Head & Shoulders,and Herbal Essences are all shampoos marketed by Procter & Gamble.Each of these brands has their own distinct image and target markets.These are examples of _____ brands.

Accepted Answer

A)  private 
B)  licensed 
C)  individual 
D)  family 
E)  aggregate 
A)  private 
B)  licensed 
C)  individual 
D)  family 
E)  aggregate

Question 13

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles,so industry sales reach a plateau.

Accepted Answer

A)  decline 
B)  introductory 
C)  maturity 
D)  growth 
E)  revitalization 
A)  decline 
B)  introductory 
C)  maturity 
D)  growth 
E)  revitalization

Question 14

The product's package is a component of the promotion element of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements about the target marketing process is true?

Accepted Answer

A)  The target marketing process solely determines the budget of a company's advertising activities. 
B)  The first step in the target marketing process is to develop primary demand in a target market. 
C)  To perform the target marketing process correctly, an advertiser must select only one target market. 
D)  The target marketing process begins with determining the availability of advertising resources. 
E)  The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential. 
A)  The target marketing process solely determines the budget of a company's advertising activities. 
B)  The first step in the target marketing process is to develop primary demand in a target market. 
C)  To perform the target marketing process correctly, an advertiser must select only one target market. 
D)  The target marketing process begins with determining the availability of advertising resources. 
E)  The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential.

Question 16

A manufacturer of a popular brand of orange juice introduces lemonade under the same brand name.This is known as private labeling.

Accepted Answer

A) True 
 B)False

Question 17

Describe the maturity stage of the product life cycle.

Accepted Answer

In the maturity stage of the product lif

Question 18

_____ segmentation is a way to define population groups by their statistical characteristics: sex,age,ethnicity,education,occupation,income,and other quantifiable factors.

Accepted Answer

A)  Geographic 
B)  Psychographic 
C)  Demographic 
D)  Behavioristic 
E)  Geodemographic 
A)  Geographic 
B)  Psychographic 
C)  Demographic 
D)  Behavioristic 
E)  Geodemographic

Question 19

Which of the following products would be best suited for intensive distribution?

Accepted Answer

A)  Cell phones 
B)  Batteries 
C)  Bed linen 
D)  Perfumes 
E)  Dinner sets 
A)  Cell phones 
B)  Batteries 
C)  Bed linen 
D)  Perfumes 
E)  Dinner sets

Question 20

A product which is in the introductory stage of the product life cycle will most likely target _____.

Accepted Answer

A)  laggards 
B)  millennials 
C)  late adopters 
D)  Generation X 
E)  early adopters 
A)  laggards 
B)  millennials 
C)  late adopters 
D)  Generation X 
E)  early adopters

Describe the steps involved in the market segmentation process.

Which of the following is true about product packaging?

Which of the following is true of the key factors influencing price?

Which of the following is true of intensive distribution?

When sales volume begins to rise rapidly,the product enters the maturity stage of the product life cycle.

A cosmetics company allows customers to purchase its products through its Web site.This represents _____ distribution.

Which of the following,also known as mass selling,attempts to inform,persuade,and remind customers about particular products and services?

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

In terms of user status,_____ perceive two or more brands to have superior attributes and will buy at full price.

In the maturity stage of the product life cycle,prices tend to rise.

Which of the following types of marketing communication is similar to taking the store to the customer?

Pantene,Head & Shoulders,and Herbal Essences are all shampoos marketed by Procter & Gamble.Each of these brands has their own distinct image and target markets.These are examples of _____ brands.

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles,so industry sales reach a plateau.

The product's package is a component of the promotion element of the marketing mix.

Which of the following statements about the target marketing process is true?

A manufacturer of a popular brand of orange juice introduces lemonade under the same brand name.This is known as private labeling.

Describe the maturity stage of the product life cycle.

_____ segmentation is a way to define population groups by their statistical characteristics: sex,age,ethnicity,education,occupation,income,and other quantifiable factors.

Which of the following products would be best suited for intensive distribution?

A product which is in the introductory stage of the product life cycle will most likely target _____.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 6: Market Segmentation and the Marketing Mix

Describe the steps involved in the market segmentation process.

Which of the following is true about product packaging?

Which of the following is true of the key factors influencing price?

Which of the following is true of intensive distribution?

When sales volume begins to rise rapidly,the product enters the maturity stage of the product life cycle.

A cosmetics company allows customers to purchase its products through its Web site.This represents _____ distribution.

Which of the following,also known as mass selling,attempts to inform,persuade,and remind customers about particular products and services?

_____ segmentation refers to a way of segmenting markets by grouping consumers according to the manner in which they buy products.

In terms of user status,_____ perceive two or more brands to have superior attributes and will buy at full price.

In the maturity stage of the product life cycle,prices tend to rise.

Which of the following types of marketing communication is similar to taking the store to the customer?

Pantene,Head & Shoulders,and Herbal Essences are all shampoos marketed by Procter & Gamble.Each of these brands has their own distinct image and target markets.These are examples of _____ brands.

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles,so industry sales reach a plateau.

The product's package is a component of the promotion element of the marketing mix.

Which of the following statements about the target marketing process is true?

A manufacturer of a popular brand of orange juice introduces lemonade under the same brand name.This is known as private labeling.

Describe the maturity stage of the product life cycle.

_____ segmentation is a way to define population groups by their statistical characteristics: sex,age,ethnicity,education,occupation,income,and other quantifiable factors.

Which of the following products would be best suited for intensive distribution?

A product which is in the introductory stage of the product life cycle will most likely target _____.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters