Question 1

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

Accepted Answer

A)  The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of these criteria would be useful. 
A)  The segments should be substantial-big enough to be profitable-and operational-useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of these criteria would be useful.

Question 2

Positioning issues are especially important when competitors in a market appear to be very similar.

Accepted Answer

A) True 
 B)False

Question 3

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Accepted Answer

A) True 
 B)False

Question 4

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. 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 approaches is correct. 
A)  mass marketing 
B)  multiple target market 
C)  combined target market 
D)  single target market 
E)  None of these approaches is correct.

Question 5

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A)  Garlic powder. 
B)  Pepper. 
C)  Tabasco sauce. 
D)  Salt. 
E)  Potato chips. 
A)  Garlic powder. 
B)  Pepper. 
C)  Tabasco sauce. 
D)  Salt. 
E)  Potato chips.

Question 7

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)  None of these is a good choice. 
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)  None of these is a good choice.

Question 8

Segmenting international markets can be more difficult because:

Accepted Answer

A)  the concepts and approaches for segmenting domestic markets simply do not apply. 
B)  there are more dimensions and many unfamiliar variables. 
C)  there are fewer useful dimensions. 
D)  a manager must rely entirely on his or her own judgments about people in other countries. 
E)  the quantity and quality of available market data are usually greater. 
A)  the concepts and approaches for segmenting domestic markets simply do not apply. 
B)  there are more dimensions and many unfamiliar variables. 
C)  there are fewer useful dimensions. 
D)  a manager must rely entirely on his or her own judgments about people in other countries. 
E)  the quantity and quality of available market data are usually greater.

Question 9

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

Accepted Answer

A)  Kind of relationship 
B)  Demographics 
C)  Type of customer 
D)  How customer will use product 
E)  Purchasing methods 
A)  Kind of relationship 
B)  Demographics 
C)  Type of customer 
D)  How customer will use product 
E)  Purchasing methods

Question 10

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 of these are correct for a generic market. 
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 of these are correct for a generic market.

Question 11

Which of the following statements about the combined target market approach is True?

Accepted Answer

A)  	Combiners feel that two or more segments are similar enough that-together-they can be treated as one large target market. 
B)  	Combiners try to extend their basic offering to satisfy customers from multiple segments with a single marketing mix. 
C)  	Combiners may fall victim to an innovative segmenter that offers a more attractive marketing mix to a segment of the combined target market. 
D)  	All of these statements about the combined target market approach are true. 
A)  	Combiners feel that two or more segments are similar enough that-together-they can be treated as one large target market. 
B)  	Combiners try to extend their basic offering to satisfy customers from multiple segments with a single marketing mix. 
C)  	Combiners may fall victim to an innovative segmenter that offers a more attractive marketing mix to a segment of the combined target market. 
D)  	All of these statements about the combined target market approach are true.

Question 12

Clustering is a technique that divides a large group of people into smaller groups, so that each small group is as diverse as the large group from which it was formed.

Accepted Answer

A) True 
 B)False

Question 13

The definition of a product-market includes a product type while the definition of a generic market does not include a product type.

Accepted Answer

A) True 
 B)False

Question 14

Positioning maps are based on:

Accepted Answer

A)  the actual objective characteristics of products. 
B)  the opinions of the marketing managers. 
C)  the potential places where a product may be sold and purchased. 
D)  the prices of competing products. 
E)  customers' perceptions of products. 
A)  the actual objective characteristics of products. 
B)  the opinions of the marketing managers. 
C)  the potential places where a product may be sold and purchased. 
D)  the prices of competing products. 
E)  customers' perceptions of products.

Question 15

Ideally, product-markets should be described in terms of:

Accepted Answer

A)  behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns. 
B)  urgency to get needs satisfied and desire and willingness to compare and shop. 
C)  geographic location and other demographic characteristics of potential customers. 
D)  All of these are true. 
A)  behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns. 
B)  urgency to get needs satisfied and desire and willingness to compare and shop. 
C)  geographic location and other demographic characteristics of potential customers. 
D)  All of these are true.

Question 16

The combined target market approach:

Accepted Answer

A)  tends to focus on small, homogeneous market segments. 
B)  aims at several target markets and offers each target market a unique marketing mix. 
C)  tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people. 
D)  works well only when each submarket of a product-market has a different demand curve. 
E)  None of these alternatives is correct for the combined target market approach. 
A)  tends to focus on small, homogeneous market segments. 
B)  aims at several target markets and offers each target market a unique marketing mix. 
C)  tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people. 
D)  works well only when each submarket of a product-market has a different demand curve. 
E)  None of these alternatives is correct for the combined target market approach.

Question 17

The clustering techniques that can be used in segmenting:

Accepted Answer

A)  eliminate the need for management intuition and judgment. 
B)  group people together into heterogeneous product-market segments. 
C)  try to find similar patterns within sets of data. 
D)  allow managers to ignore segmenting dimensions. 
E)  None of these is true. 
A)  eliminate the need for management intuition and judgment. 
B)  group people together into heterogeneous product-market segments. 
C)  try to find similar patterns within sets of data. 
D)  allow managers to ignore segmenting dimensions. 
E)  None of these is true.

Question 18

Every new customer at Five Elements Spa is asked to register his or her personal details, which includes the customer's age, purpose of visit, and contact information. With this information, the company regularly keeps in touch with its customers, reminding them of their next appointments, new spa offers, and any other promotions. The database is used to predict a customer's next visit to the spa based on his or her previous visits. It also helps the company design service packages to suit the customer's individual needs. In this scenario, Five Elements Spa is using _____.

Accepted Answer

A)  corporate governance 
B)  social audit 
C)  customer relationship management 
D)  supply chain management 
E)  service design prototyping 
A)  corporate governance 
B)  social audit 
C)  customer relationship management 
D)  supply chain management 
E)  service design prototyping

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 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 20

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

Accepted Answer

A) True 
 B)False

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

Positioning issues are especially important when competitors in a market appear to be very similar.

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

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

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

Segmenting international markets can be more difficult because:

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

A generic market

Which of the following statements about the combined target market approach is True?

Clustering is a technique that divides a large group of people into smaller groups, so that each small group is as diverse as the large group from which it was formed.

The definition of a product-market includes a product type while the definition of a generic market does not include a product type.

Positioning maps are based on:

Ideally, product-markets should be described in terms of:

The combined target market approach:

The clustering techniques that can be used in segmenting:

______________ 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.

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

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

Positioning issues are especially important when competitors in a market appear to be very similar.

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

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

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

Segmenting international markets can be more difficult because:

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company using?

A generic market

Which of the following statements about the combined target market approach is True?

Clustering is a technique that divides a large group of people into smaller groups, so that each small group is as diverse as the large group from which it was formed.

The definition of a product-market includes a product type while the definition of a generic market does not include a product type.

Positioning maps are based on:

Ideally, product-markets should be described in terms of:

The combined target market approach:

The clustering techniques that can be used in segmenting:

______________ 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.

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters