Question 1

A cluster analysis of the "toothpaste market" would probably show that:

Accepted Answer

A)  the broad product-market can be served effectively with one marketing mix. 
B)  most consumers are mainly concerned about brightness of teeth. 
C)  factors such as taste, price, and "sex appeal" are not important. 
D)  different market segments seek different product benefits. 
E)  None of these alternatives is correct. 
A)  the broad product-market can be served effectively with one marketing mix. 
B)  most consumers are mainly concerned about brightness of teeth. 
C)  factors such as taste, price, and "sex appeal" are not important. 
D)  different market segments seek different product benefits. 
E)  None of these alternatives is correct.

Question 2

_____ refers to how customers think about proposed or present brands in a market.

Accepted Answer

A)  Differentiating 
B)  CRM 
C)  Clustering 
D)  Positioning 
E)  Dimensioning 
A)  Differentiating 
B)  CRM 
C)  Clustering 
D)  Positioning 
E)  Dimensioning

Question 3

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Accepted Answer

A) True 
 B)False

Question 4

Coorgs Coffee, Inc. has substantial market share in South America but seeks growth. Its managers want to expand into North America and target cities with populations of 50,000-99,999. Identify the segmenting dimension most probably being used by Coorgs Coffee.

Accepted Answer

A)  Geographic 
B)  Behavioral 
C)  Urgency to get need satisfied 
D)  Demographic 
E)  Attitudes of consumers 
A)  Geographic 
B)  Behavioral 
C)  Urgency to get need satisfied 
D)  Demographic 
E)  Attitudes of consumers

Question 5

In a generic market,

Accepted Answer

A)  diverse types of products may compete for customers. 
B)  customers have broadly similar needs. 
C)  there may be many ways to satisfy customers' needs. 
D)  sellers may compete in different product-markets. 
E)  All of these are correct for a generic market. 
A)  diverse types of products may compete for customers. 
B)  customers have broadly similar needs. 
C)  there may be many ways to satisfy customers' needs. 
D)  sellers may compete in different product-markets. 
E)  All of these are correct for a generic market.

Question 6

Combiners (as opposed to segmenters):

Accepted Answer

A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers-they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments. 
A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers-they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments.

Question 7

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

Accepted Answer

A)  Popcorn. 
B)  Soft drink. 
C)  Napkin. 
D)  Cookie. 
E)  Ice cream. 
A)  Popcorn. 
B)  Soft drink. 
C)  Napkin. 
D)  Cookie. 
E)  Ice cream.

Question 8

Positioning analysis may lead a firm to segmenting, rather than combining.

Accepted Answer

A) True 
 B)False

Question 9

Segmenting international markets (as contrasted with domestic markets):

Accepted Answer

A)  is more complicated because qualifying dimensions are not helpful. 
B)  may be more difficult because critical data may not be available or dependable. 
C)  usually involves less risk because more potential target markets are available. 
D)  usually involves fewer segmenting dimensions. 
E)  None of these alternatives is true. 
A)  is more complicated because qualifying dimensions are not helpful. 
B)  may be more difficult because critical data may not be available or dependable. 
C)  usually involves less risk because more potential target markets are available. 
D)  usually involves fewer segmenting dimensions. 
E)  None of these alternatives is true.

Question 10

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach.

Accepted Answer

A)  particular 
B)  multiple 
C)  combined 
D)  compound 
E)  blended 
A)  particular 
B)  multiple 
C)  combined 
D)  compound 
E)  blended

Question 11

"Qualifying dimensions," in contrast to "determining dimensions,"

Accepted Answer

A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of these alternatives is correct. 
A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of these alternatives is correct.

Question 12

"Positioning" might cause a marketing manager to:

Accepted Answer

A)  introduce a new product for a segment with unsatisfied needs. 
B)  change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C)  shift attention to another market segment where competition is weaker. 
D)  physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E)  Any of these could be true. 
A)  introduce a new product for a segment with unsatisfied needs. 
B)  change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C)  shift attention to another market segment where competition is weaker. 
D)  physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E)  Any of these could be true.

Question 13

Marketers at General Mills found that many people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

Accepted Answer

A)  potential 
B)  qualifying 
C)  determining 
D)  geodemographic 
E)  time 
A)  potential 
B)  qualifying 
C)  determining 
D)  geodemographic 
E)  time

Question 14

A generic market definition includes

Accepted Answer

A)  customer (user) needs, customer types, geographic area, and product type. 
B)  customer (user) needs, customer types, and geographic area. 
C)  customer (user) needs, customer types, product design, and product type. 
D)  customer types, product design, and product type. 
E)  customer types, product design, product type, and customer needs. 
A)  customer (user) needs, customer types, geographic area, and product type. 
B)  customer (user) needs, customer types, and geographic area. 
C)  customer (user) needs, customer types, product design, and product type. 
D)  customer types, product design, and product type. 
E)  customer types, product design, product type, and customer needs.

Question 15

A large firm with ample resources wants to minimize the risk of "inviting" competitors to "chip away" at its target market(s). It has segmented its broad product-market and identified several homogeneous submarkets-each of which is large enough to offer attractive sales and profit potential. Which of the following approaches should the firm use?

Accepted Answer

A)  Multiple target market approach 
B)  Mass marketing approach 
C)  Combined target market approach 
D)  Single target market approach 
E)  None of these approaches is correct 
A)  Multiple target market approach 
B)  Mass marketing approach 
C)  Combined target market approach 
D)  Single target market approach 
E)  None of these approaches is correct

Question 16

In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ___.

Accepted Answer

A)  combiner 
B)  value operator 
C)  market leader 
D)  segmenter 
E)  multi-segmenter 
A)  combiner 
B)  value operator 
C)  market leader 
D)  segmenter 
E)  multi-segmenter

Question 17

"Too much" aggregating in market segmenting

Accepted Answer

A)  ignores the criterion that product-market segments should be substantial. 
B)  leaves the firm vulnerable to competitors. 
C)  is usually not a very serious error because it results in economies of scale. 
D)  usually makes segments more homogeneous. 
E)  None of these is true. 
A)  ignores the criterion that product-market segments should be substantial. 
B)  leaves the firm vulnerable to competitors. 
C)  is usually not a very serious error because it results in economies of scale. 
D)  usually makes segments more homogeneous. 
E)  None of these is true.

Question 18

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements about positioning is FALSE?

Accepted Answer

A)  Positioning often makes use of techniques such as perceptual mapping. 
B)  Positioning refers to how customers think about proposed or present brands in a market. 
C)  Positioning issues are especially important when competitors in a market are highly dissimilar. 
D)  Positioning helps marketing managers know how customers view the firm's offering. 
E)  Managers make graphs for positioning decisions by asking consumers to make judgments about different brands. 
A)  Positioning often makes use of techniques such as perceptual mapping. 
B)  Positioning refers to how customers think about proposed or present brands in a market. 
C)  Positioning issues are especially important when competitors in a market are highly dissimilar. 
D)  Positioning helps marketing managers know how customers view the firm's offering. 
E)  Managers make graphs for positioning decisions by asking consumers to make judgments about different brands.

Question 20

Marketing managers want market segments to have each of the following characteristics EXCEPT:

Accepted Answer

A)  As similar as possible within segments. 
B)  As different as possible between segments. 
C)  As numerous as possible. 
D)  Useful for identifying marketing mix variables. 
E)  Large enough to be profitable. 
A)  As similar as possible within segments. 
B)  As different as possible between segments. 
C)  As numerous as possible. 
D)  Useful for identifying marketing mix variables. 
E)  Large enough to be profitable.

A cluster analysis of the "toothpaste market" would probably show that:

_____ refers to how customers think about proposed or present brands in a market.

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Coorgs Coffee, Inc. has substantial market share in South America but seeks growth. Its managers want to expand into North America and target cities with populations of 50,000-99,999. Identify the segmenting dimension most probably being used by Coorgs Coffee.

In a generic market,

Combiners (as opposed to segmenters):

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

Positioning analysis may lead a firm to segmenting, rather than combining.

Segmenting international markets (as contrasted with domestic markets):

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach.

"Qualifying dimensions," in contrast to "determining dimensions,"

"Positioning" might cause a marketing manager to:

Marketers at General Mills found that many people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

A generic market definition includes

"Too much" aggregating in market segmenting

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Which of the following statements about positioning is FALSE?

Marketing managers want market segments to have each of the following characteristics EXCEPT:

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

A cluster analysis of the "toothpaste market" would probably show that:

_____ refers to how customers think about proposed or present brands in a market.

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Coorgs Coffee, Inc. has substantial market share in South America but seeks growth. Its managers want to expand into North America and target cities with populations of 50,000-99,999. Identify the segmenting dimension most probably being used by Coorgs Coffee.

In a generic market,

Combiners (as opposed to segmenters):

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

Positioning analysis may lead a firm to segmenting, rather than combining.

Segmenting international markets (as contrasted with domestic markets):

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach.

"Qualifying dimensions," in contrast to "determining dimensions,"

"Positioning" might cause a marketing manager to:

Marketers at General Mills found that many people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

A generic market definition includes

"Too much" aggregating in market segmenting

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Which of the following statements about positioning is FALSE?

Marketing managers want market segments to have each of the following characteristics EXCEPT:

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