Exam 4: Focusing Marketing Strategy With Segmentation and Positioning
Exam 1: Marketings Value to Consumers, Firms, and Society393 Questions
Exam 2: Marketing Strategy Planning322 Questions
Exam 3: Evaluating Opportunities in the Changing Market Environment360 Questions
Exam 4: Focusing Marketing Strategy With Segmentation and Positioning253 Questions
Exam 5: Final Consumers and Their Buying Behavior358 Questions
Exam 6: Business and Organizational Customers and Their Buying Behavior277 Questions
Exam 7: Improving Decisions With Marketing Information263 Questions
Exam 8: Elements of Product Planning for Goods and Services385 Questions
Exam 9: Product Management and New-Product Development258 Questions
Exam 10: Place and Development of Channel Systems293 Questions
Exam 11: Distribution Customer Service and Logistics214 Questions
Exam 12: Retailers, Wholesalers, and Their Strategy Planning392 Questions
Exam 13: Promotion-Introduction to Integrated Marketing Communications341 Questions
Exam 14: Personal Selling and Customer Service299 Questions
Exam 15: Advertising, Publicity, and Sales Promotion344 Questions
Exam 16: Pricing Objectives and Policies305 Questions
Exam 17: Price Setting in the Business World270 Questions
Exam 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe232 Questions
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Which of the following is a consumer market demographic dimension?
Free
(Multiple Choice)
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Correct Answer:
E
Which of the following possible segmenting dimensions is a "demographic" dimension?
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(Multiple Choice)
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Correct Answer:
B
Marketers segment broad markets into smaller target segments based on a variety of ____.
(Multiple Choice)
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If a product-market segment is "homogeneous within," it is called a "substantial" target market.
(True/False)
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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.
(Multiple Choice)
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Business-to-business markets, with very large customers, have typically:
(Multiple Choice)
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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:
(Multiple Choice)
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Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
(True/False)
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Which of the following is a DEMOGRAPHIC segmenting dimension?
(Multiple Choice)
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______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.
(Multiple Choice)
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A generic market description includes customer needs and product-type terms.
(True/False)
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Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.
(True/False)
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The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.
(True/False)
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Which of the following is the BEST example of a "generic market?"
(Multiple Choice)
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Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?
(Multiple Choice)
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"Good" market segments should be heterogeneous within and homogeneous between.
(True/False)
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