Question 1

______ 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 2

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

Accepted Answer

A) True 
 B)False

Question 3

In the context of segmenting international markets,which of the following statements is true?

Accepted Answer

A)  Segmenting based on demographic, cultural, and other characteristics helps find regional or national submarkets that are similar. 
B)  Qualifying and determining dimensions of segmenting work independent of each other in marketing strategy planning. 
C)  It is not possible for each different submarket within a broad product-market to be motivated by a different set of segmenting dimensions. 
D)  Segmenting dimensions become less specific when the target market segment seeks to purchase a particular brand of a product. 
E)  Critical data is easily available and highly dependable as firms move into international markets. 
A)  Segmenting based on demographic, cultural, and other characteristics helps find regional or national submarkets that are similar. 
B)  Qualifying and determining dimensions of segmenting work independent of each other in marketing strategy planning. 
C)  It is not possible for each different submarket within a broad product-market to be motivated by a different set of segmenting dimensions. 
D)  Segmenting dimensions become less specific when the target market segment seeks to purchase a particular brand of a product. 
E)  Critical data is easily available and highly dependable as firms move into international markets.

Question 4

Tom and Sally Jones are preparing to purchase a new car.He currently has a Toyota Camry and she has a Honda Accord.They now have two children under age 5,so they plan to trade in Sally's car to purchase a minivan.Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable.In this purchase situation,Tom and Sally's family life cycle stage is a _____________ segmenting dimension,and the benefit Sally seeks (reliability)is a _____________ segmenting dimension.

Accepted Answer

A)  geographic; demographic 
B)  demographic; behavioral 
C)  geographic; behavioral 
D)  demographic; geographic 
E)  behavioral; demographic 
A)  geographic; demographic 
B)  demographic; behavioral 
C)  geographic; behavioral 
D)  demographic; geographic 
E)  behavioral; demographic

Question 5

Saying that a "good" product-market segment should be substantial means that ______.

Accepted Answer

A)  the company does not have to worry about substantial competition for a long time 
B)  people should have substantially different reactions to marketing mix variables 
C)  it should be large enough to be profitable 
D)  people in different market segments should be as different as possible 
E)  the product and its offerings are substantial in nature 
A)  the company does not have to worry about substantial competition for a long time 
B)  people should have substantially different reactions to marketing mix variables 
C)  it should be large enough to be profitable 
D)  people in different market segments should be as different as possible 
E)  the product and its offerings are substantial in nature

Question 6

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 7

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 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

Clustering techniques applied to segmenting markets ______.

Accepted Answer

A)  	usually require computers to group people based on data from market research 
B)  	remove the need for managerial judgment 
C)  	eliminate the need for marketing managers to specify in advance what dimensions might be relevant for grouping consumers 
D) affect the customer’s purchase of specific product or brand 
E)   include the specialty markets that the segmenters are working with 
A)  	usually require computers to group people based on data from market research 
B)  	remove the need for managerial judgment 
C)  	eliminate the need for marketing managers to specify in advance what dimensions might be relevant for grouping consumers 
D) affect the customer’s purchase of specific product or brand 
E)   include the specialty markets that the segmenters are working with

Question 10

Why is it not always possible for marketing managers to keep their offerings unique?

Accepted Answer

A)  The market segment is quiet broad. 
B)  There are too many competitors. 
C)  The customers do not care. 
D)  The market is in "segments of one". 
E)  The customer is a copycat. 
A)  The market segment is quiet broad. 
B)  There are too many competitors. 
C)  The customers do not care. 
D)  The market is in "segments of one". 
E)  The customer is a copycat.

Question 11

"Positioning":

Accepted Answer

A)  applies to new products-but not existing products. 
B)  helps strategy planners see how customers view competitors' offerings. 
C)  is concerned with obtaining the best shelf space in retail outlets. 
D)  is useful for combining but not for segmenting. 
E)  eliminates the need for judgment in strategy planning. 
A)  applies to new products-but not existing products. 
B)  helps strategy planners see how customers view competitors' offerings. 
C)  is concerned with obtaining the best shelf space in retail outlets. 
D)  is useful for combining but not for segmenting. 
E)  eliminates the need for judgment in strategy planning.

Question 12

______________segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market.

Accepted Answer

A)  Operational 
B)  Qualifying 
C)  Customer-related 
D)  Determining 
E)  Situation-related 
A)  Operational 
B)  Qualifying 
C)  Customer-related 
D)  Determining 
E)  Situation-related

Question 13

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Accepted Answer

A)  Multiple. 
B)  Single. 
C)  Exclusive. 
D)  Combined. 
E)  All of these are target marketing approaches. 
A)  Multiple. 
B)  Single. 
C)  Exclusive. 
D)  Combined. 
E)  All of these are target marketing approaches.

Question 14

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink,it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product,what type of statement was this?

Accepted Answer

A)  Clustering 
B)  Determining 
C)  Combining 
D)  Positioning 
E)  Qualifying 
A)  Clustering 
B)  Determining 
C)  Combining 
D)  Positioning 
E)  Qualifying

Question 15

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 16

When is repositioning needed?

Accepted Answer

A)  Direction of the marketing strategy is not clear or focused. 
B)  Customers are not viewing the brand the desired way. 
C)  Each market segment has its own preferences. 
D)  Ethical issues arise in selecting segmenting dimensions. 
E)  Markets become homogenous in between. 
A)  Direction of the marketing strategy is not clear or focused. 
B)  Customers are not viewing the brand the desired way. 
C)  Each market segment has its own preferences. 
D)  Ethical issues arise in selecting segmenting dimensions. 
E)  Markets become homogenous in between.

Question 17

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls,which target market approach is it using?

Accepted Answer

A)  Single 
B)  Generic 
C)  Combined 
D)  Clustering 
E)  Multiple 
A)  Single 
B)  Generic 
C)  Combined 
D)  Clustering 
E)  Multiple

Question 18

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Accepted Answer

A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related 
A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related

Question 19

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that-together-they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.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 alternatives is correct. 
A)  mass marketing 
B)  multiple target market 
C)  combined target market 
D)  single target market 
E)  None of these alternatives is correct.

Question 20

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)  Sex 
B)  Age 
C)  Occupation 
D)  Education 
E)  All of these are examples of a consumer market demographic dimension 
A)  Sex 
B)  Age 
C)  Occupation 
D)  Education 
E)  All of these are examples of a consumer market demographic dimension

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

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

In the context of segmenting international markets,which of the following statements is true?

Saying that a "good" product-market segment should be substantial means that ______.

A generic market definition includes ______.

Positioning maps are based on ______.

Segmenting international markets can be more difficult because:

Clustering techniques applied to segmenting markets ______.

Why is it not always possible for marketing managers to keep their offerings unique?

"Positioning":

______________segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market.

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink,it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product,what type of statement was this?

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

When is repositioning needed?

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls,which target market approach is it using?

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that-together-they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.is following the ______________ approach.

Which of the following is a consumer market demographic dimension?

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters

Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

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

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

In the context of segmenting international markets,which of the following statements is true?

Saying that a "good" product-market segment should be substantial means that ______.

A generic market definition includes ______.

Positioning maps are based on ______.

Segmenting international markets can be more difficult because:

Clustering techniques applied to segmenting markets ______.

Why is it not always possible for marketing managers to keep their offerings unique?

"Positioning":

______________segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market.

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink,it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product,what type of statement was this?

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

When is repositioning needed?

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls,which target market approach is it using?

______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

Having segmented its broad product-market,Blue Chip,Inc.feels that three segments are similar enough that-together-they can be treated as one large target market and offered the same marketing mix.Blue Chip,Inc.is following the ______________ approach.

Which of the following is a consumer market demographic dimension?

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters