Question 1

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 2

Which of the following statements about positioning is FALSE? Positioning techniques:

Accepted Answer

A)  position products on a graph based on price level and quantity demanded. 
B)  require a firm to collect data about consumer perceptions of products. 
C)  are sometimes called "perceptual mapping" techniques. 
D)  typically rely on a "product space" diagram to show the relationship among various products. 
E)  may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered. 
A)  position products on a graph based on price level and quantity demanded. 
B)  require a firm to collect data about consumer perceptions of products. 
C)  are sometimes called "perceptual mapping" techniques. 
D)  typically rely on a "product space" diagram to show the relationship among various products. 
E)  may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered.

Question 3

The disaggregating step in market segmentation involves ______.

Accepted Answer

A)  brainstorming about very different solutions to various generic needs 
B)  looking for similarities in needs 
C)  selecting target markets 
D)  developing suitable marketing mixes 
E)  selecting a target marketing approach 
A)  brainstorming about very different solutions to various generic needs 
B)  looking for similarities in needs 
C)  selecting target markets 
D)  developing suitable marketing mixes 
E)  selecting a target marketing approach

Question 4

Business-to-business markets,with very large customers,have typically ______.

Accepted Answer

A)  treated customers individually as segments of one 
B)  mass marketed the same products to all customer segments 
C)  delivered the same marketing mix to all customer segments 
D)  reduced their personalization efforts to the lowest levels possible 
E)  avoided applying the principles behind customer relationship management 
A)  treated customers individually as segments of one 
B)  mass marketed the same products to all customer segments 
C)  delivered the same marketing mix to all customer segments 
D)  reduced their personalization efforts to the lowest levels possible 
E)  avoided applying the principles behind customer relationship management

Question 5

Clustering techniques try to find similar patterns within sets of data.

Accepted Answer

A) True 
 B)False

Question 6

A generic market

Accepted Answer

A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct. 
A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct.

Question 7

Strategy decisions pertaining to product features,packaging,product line assortment,and branding will be most affected by which target market dimension?

Accepted Answer

A)  Geographic location 
B)  Urgency to get need satisfied 
C)  Behavioral needs and attitudes of consumers 
D)  Demographic characteristics of potential customers 
E)  Geodemographic characteristics of potential customers 
A)  Geographic location 
B)  Urgency to get need satisfied 
C)  Behavioral needs and attitudes of consumers 
D)  Demographic characteristics of potential customers 
E)  Geodemographic characteristics of potential customers

Question 8

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on:

Accepted Answer

A)  income. 
B)  education. 
C)  rate of use. 
D)  ethnicity. 
E)  age. 
A)  income. 
B)  education. 
C)  rate of use. 
D)  ethnicity. 
E)  age.

Question 9

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

Accepted Answer

A)  Taste. 
B)  Income. 
C)  Age. 
D)  Sex. 
E)  None of these is likely to be a DETERMINING dimension in this situation. 
A)  Taste. 
B)  Income. 
C)  Age. 
D)  Sex. 
E)  None of these is likely to be a DETERMINING dimension in this situation.

Question 10

A market-oriented strategy planner applies the ______________ target market approach.

Accepted Answer

A)  combined 
B)  multiple 
C)  single 
D)  Any of these could be true. 
A)  combined 
B)  multiple 
C)  single 
D)  Any of these could be true.

Question 11

Why are product-market boundaries important?

Accepted Answer

A)  They provide focus. 
B)  They identify similar needs. 
C)  They specify marketing mix variables. 
D)  They define the strategy. 
E)  They compare competitor offers. 
A)  They provide focus. 
B)  They identify similar needs. 
C)  They specify marketing mix variables. 
D)  They define the strategy. 
E)  They compare competitor offers.

Question 12

Clustering techniques can be used in segmenting to help find similar patterns within sets of data-to identify homogeneous groups of people.

Accepted Answer

A) True 
 B)False

Question 13

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting.Soon it lost the manufacturers' business to a competitor.It seems that the firm failed to consider the risk of ______.

Accepted Answer

A)  too much aggregating 
B)  insulting the manufacturers by putting them in the same market segment with the wholesalers 
C)  picking market segments based on qualifying dimensions 
D)  selecting market segments that were not substantial 
E)  using too many segmenting dimensions 
A)  too much aggregating 
B)  insulting the manufacturers by putting them in the same market segment with the wholesalers 
C)  picking market segments based on qualifying dimensions 
D)  selecting market segments that were not substantial 
E)  using too many segmenting dimensions

Question 14

"Positioning" is a marketing management aid that refers to:

Accepted Answer

A)  how closely existing products match customers' ideal preferences. 
B)  how customers think about proposed and/or present brands in a market. 
C)  whether some products are viewed as very similar. 
D)  All of these are true. 
A)  how closely existing products match customers' ideal preferences. 
B)  how customers think about proposed and/or present brands in a market. 
C)  whether some products are viewed as very similar. 
D)  All of these are true.

Question 15

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 16

Target marketers who are "segmenters":

Accepted Answer

A)  increase the size of their target markets by combining two or more segments. 
B)  use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences. 
C)  believe that one marketing mix works well enough with multiple submarkets, even though the target groups have some distinct differences. 
D)  use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together. 
E)  are called mass marketers. 
A)  increase the size of their target markets by combining two or more segments. 
B)  use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences. 
C)  believe that one marketing mix works well enough with multiple submarkets, even though the target groups have some distinct differences. 
D)  use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together. 
E)  are called mass marketers.

Question 17

When moving to international markets,some firms insist that local operations and decisions should be handled by natives because: ______.

Accepted Answer

A)  their operations and decision making can be centralized. 
B)  international markets are less particular about segmenting dimensions. 
C)  the needs and preferences of target customers are the same in all submarkets. 
D)  their local responsiveness can be reduced 
E)  the natives have a feel for the market. 
A)  their operations and decision making can be centralized. 
B)  international markets are less particular about segmenting dimensions. 
C)  the needs and preferences of target customers are the same in all submarkets. 
D)  their local responsiveness can be reduced 
E)  the natives have a feel for the market.

Question 18

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 19

When segmenting markets,why can't managers simply choose one or two demographic characteristics around which to define their target group?

Accepted Answer

A)  It puts marketers at risk of discrimination lawsuits. 
B)  Customer behavior is too complex to be explained in terms of just one or two demographic characteristics. 
C)  Demographic characteristics do not influence buying behaviors. 
D)  It will fail to produce a homogeneous group. 
E)  Market segments must be based on three or more dimensions to be valid. 
A)  It puts marketers at risk of discrimination lawsuits. 
B)  Customer behavior is too complex to be explained in terms of just one or two demographic characteristics. 
C)  Demographic characteristics do not influence buying behaviors. 
D)  It will fail to produce a homogeneous group. 
E)  Market segments must be based on three or more dimensions to be valid.

Question 20

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

Accepted Answer

A) True 
 B)False

Behavioral (as opposed to demographic)segmenting dimensions include:

Which of the following statements about positioning is FALSE? Positioning techniques:

The disaggregating step in market segmentation involves ______.

Business-to-business markets,with very large customers,have typically ______.

Clustering techniques try to find similar patterns within sets of data.

A generic market

Strategy decisions pertaining to product features,packaging,product line assortment,and branding will be most affected by which target market dimension?

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on:

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

A market-oriented strategy planner applies the ______________ target market approach.

Why are product-market boundaries important?

Clustering techniques can be used in segmenting to help find similar patterns within sets of data-to identify homogeneous groups of people.

"Positioning" is a marketing management aid that refers to:

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.

Target marketers who are "segmenters":

When moving to international markets,some firms insist that local operations and decisions should be handled by natives because: ______.

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

When segmenting markets,why can't managers simply choose one or two demographic characteristics around which to define their target group?

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

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

Behavioral (as opposed to demographic)segmenting dimensions include:

Which of the following statements about positioning is FALSE? Positioning techniques:

The disaggregating step in market segmentation involves ______.

Business-to-business markets,with very large customers,have typically ______.

Clustering techniques try to find similar patterns within sets of data.

A generic market

Strategy decisions pertaining to product features,packaging,product line assortment,and branding will be most affected by which target market dimension?

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers,these airlines are segmenting the market primarily on:

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

A market-oriented strategy planner applies the ______________ target market approach.

Why are product-market boundaries important?

Clustering techniques can be used in segmenting to help find similar patterns within sets of data-to identify homogeneous groups of people.

"Positioning" is a marketing management aid that refers to:

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.

Target marketers who are "segmenters":

When moving to international markets,some firms insist that local operations and decisions should be handled by natives because: ______.

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

When segmenting markets,why can't managers simply choose one or two demographic characteristics around which to define their target group?

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

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