Question 1

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 2

Behavioral (as opposed to demographic) segmenting dimensions include:

Accepted Answer

A)  family life cycle. 
B)  geographic location. 
C)  education. 
D)  social class. 
E)  purchase relationship. 
A)  family life cycle. 
B)  geographic location. 
C)  education. 
D)  social class. 
E)  purchase relationship.

Question 3

Segmenters, in contrast to combiners:

Accepted Answer

A)  try to aim at homogeneous submarkets of larger product-markets. 
B)  see one aggregate demand curve for a generic market. 
C)  are accepting the likelihood of lower sales. 
D)  assume that everyone in a broad product-market has the same needs. 
E)  develop general-purpose marketing mixes that appeal to several submarkets. 
A)  try to aim at homogeneous submarkets of larger product-markets. 
B)  see one aggregate demand curve for a generic market. 
C)  are accepting the likelihood of lower sales. 
D)  assume that everyone in a broad product-market has the same needs. 
E)  develop general-purpose marketing mixes that appeal to several submarkets.

Question 4

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

Question 5

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

Accepted Answer

A) True 
 B)False

Question 6

A variant of the clustering approach relies on ____, where the seller adjusts the marketing effort with information from a database with customer information.

Accepted Answer

A)  customer relationship management 
B)  corporate governance 
C)  social audit 
D)  cluster sampling 
E)  data warehouse management 
A)  customer relationship management 
B)  corporate governance 
C)  social audit 
D)  cluster sampling 
E)  data warehouse management

Question 7

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Accepted Answer

A)  Market penetration. 
B)  Market segmentation. 
C)  Market development. 
D)  Market research. 
E)  Market pioneering. 
A)  Market penetration. 
B)  Market segmentation. 
C)  Market development. 
D)  Market research. 
E)  Market pioneering.

Question 8

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)  Income distribution 
B)  Stage in family life cycle 
C)  Family size 
D)  Ethnic group 
E)  All of these are examples of a consumer market demographic dimension 
A)  Income distribution 
B)  Stage in family life cycle 
C)  Family size 
D)  Ethnic group 
E)  All of these are examples of a consumer market demographic dimension

Question 9

A product-market segment is "operational" if it is big enough to be profitable to the firm.

Accepted Answer

A) True 
 B)False

Question 10

A generic market description should NOT include any:

Accepted Answer

A)  customer needs. 
B)  geographic area. 
C)  competitors' names. 
D)  customer types. 
E)  all of these should be included in a generic market description. 
A)  customer needs. 
B)  geographic area. 
C)  competitors' names. 
D)  customer types. 
E)  all of these should be included in a generic market description.

Question 11

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 12

International marketing typically requires less segmenting than domestic markets.

Accepted Answer

A) True 
 B)False

Question 13

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Accepted Answer

A) True 
 B)False

Question 14

Compared to qualifying dimensions, determining dimensions

Accepted Answer

A)  are more likely to be related to whether a customer will make a purchase in the product-market at all. 
B)  help identify the "core benefits" offered to everyone in the product market. 
C)  are usually much more specific. 
D)  are relevant to including a customer type. 
E)  None of these is true. 
A)  are more likely to be related to whether a customer will make a purchase in the product-market at all. 
B)  help identify the "core benefits" offered to everyone in the product market. 
C)  are usually much more specific. 
D)  are relevant to including a customer type. 
E)  None of these is true.

Question 15

Which of the following is a BEHAVIORAL segmenting dimension?

Accepted Answer

A)  Needs 
B)  Region of the world or country 
C)  Income 
D)  Education 
E)  Ethnicity 
A)  Needs 
B)  Region of the world or country 
C)  Income 
D)  Education 
E)  Ethnicity

Question 16

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

Accepted Answer

A)  Brand familiarity 
B)  Positioning 
C)  Market scanning 
D)  Market segmentation 
E)  Customer relationship management (CRM) 
A)  Brand familiarity 
B)  Positioning 
C)  Market scanning 
D)  Market segmentation 
E)  Customer relationship management (CRM)

Question 17

When Hallmark stores offer a product line that includes everything you need to have a Spiderman theme birthday party, what is the primary segmenting dimension that Hallmark is using?

Accepted Answer

A)  Gender 
B)  Family size 
C)  Benefits sought 
D)  Rate of use 
E)  Size of city 
A)  Gender 
B)  Family size 
C)  Benefits sought 
D)  Rate of use 
E)  Size of city

Question 18

If a company plans to sell its products to a market segment consisting of "outgoing personalities," this would NOT be a good market segment primarily because of which of the following criteria?

Accepted Answer

A)  Homogeneous within 
B)  Heterogeneous between 
C)  Generic 
D)  Operational 
E)  Substantial 
A)  Homogeneous within 
B)  Heterogeneous between 
C)  Generic 
D)  Operational 
E)  Substantial

Question 19

How customers think about the various brands in a market can be graphically represented and tracked through ____.

Accepted Answer

A)  segmenting 
B)  positioning 
C)  targeting 
D)  researching 
E)  clustering 
A)  segmenting 
B)  positioning 
C)  targeting 
D)  researching 
E)  clustering

Question 20

When evaluating international markets, the marketing manager should:

Accepted Answer

A)  focus primarily on consumer markets because foreign business markets are in general too risky. 
B)  not worry very much about segmenting because marketing concepts are not very well developed in most other economies. 
C)  consider the whole "foreign market" as a segment. 
D)  use broad criteria, such as geographic region or stage of economic development, to define submarkets before further segmenting. 
E)  treat each foreign market as a separate segment. 
A)  focus primarily on consumer markets because foreign business markets are in general too risky. 
B)  not worry very much about segmenting because marketing concepts are not very well developed in most other economies. 
C)  consider the whole "foreign market" as a segment. 
D)  use broad criteria, such as geographic region or stage of economic development, to define submarkets before further segmenting. 
E)  treat each foreign market as a separate segment.

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

Behavioral (as opposed to demographic) segmenting dimensions include:

Segmenters, in contrast to combiners:

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

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

A variant of the clustering approach relies on ____, where the seller adjusts the marketing effort with information from a database with customer information.

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Which of the following is a consumer market demographic dimension?

A product-market segment is "operational" if it is big enough to be profitable to the firm.

A generic market description should NOT include any:

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

International marketing typically requires less segmenting than domestic markets.

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Compared to qualifying dimensions, determining dimensions

Which of the following is a BEHAVIORAL segmenting dimension?

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

When Hallmark stores offer a product line that includes everything you need to have a Spiderman theme birthday party, what is the primary segmenting dimension that Hallmark is using?

If a company plans to sell its products to a market segment consisting of "outgoing personalities," this would NOT be a good market segment primarily because of which of the following criteria?

How customers think about the various brands in a market can be graphically represented and tracked through ____.

When evaluating international markets, the marketing manager should:

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

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

Behavioral (as opposed to demographic) segmenting dimensions include:

Segmenters, in contrast to combiners:

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

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

A variant of the clustering approach relies on ____, where the seller adjusts the marketing effort with information from a database with customer information.

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Which of the following is a consumer market demographic dimension?

A product-market segment is "operational" if it is big enough to be profitable to the firm.

A generic market description should NOT include any:

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

International marketing typically requires less segmenting than domestic markets.

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Compared to qualifying dimensions, determining dimensions

Which of the following is a BEHAVIORAL segmenting dimension?

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

When Hallmark stores offer a product line that includes everything you need to have a Spiderman theme birthday party, what is the primary segmenting dimension that Hallmark is using?

If a company plans to sell its products to a market segment consisting of "outgoing personalities," this would NOT be a good market segment primarily because of which of the following criteria?

How customers think about the various brands in a market can be graphically represented and tracked through ____.

When evaluating international markets, the marketing manager should:

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

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