Question 1

When doing "positioning," a marketing manager should:

Accepted Answer

A)  avoid targeting strategies. 
B)  focus on specific product features of all generic competitors. 
C)  rely on how customers think about proposed and/or existing brands in a market. 
D)  plan physical product changes rather than image changes. 
E)  None of these is a good choice. 
A)  avoid targeting strategies. 
B)  focus on specific product features of all generic competitors. 
C)  rely on how customers think about proposed and/or existing brands in a market. 
D)  plan physical product changes rather than image changes. 
E)  None of these is a good choice.

Question 2

Given its interest in the broad product-market for "ready-to-eat,health-conscious snack foods," which of the following should the Good Health Foods Co.do FIRST?

Accepted Answer

A)  Develop a plan for getting support from intermediaries. 
B)  Develop each of the four Ps at the same time. 
C)  Segment the product-market to try to identify homogeneous submarkets and select an attractive target market. 
D)  Determine whether to compete on a price basis. 
E)  Decide what low-fat product or products it will offer. 
A)  Develop a plan for getting support from intermediaries. 
B)  Develop each of the four Ps at the same time. 
C)  Segment the product-market to try to identify homogeneous submarkets and select an attractive target market. 
D)  Determine whether to compete on a price basis. 
E)  Decide what low-fat product or products it will offer.

Question 3

Which is the first step in market segmentation?

Accepted Answer

A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of these alternatives is the first step in market segmentation. 
A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of these alternatives is the first step in market segmentation.

Question 4

Which of the following statements about is characteristic of market-oriented strategy planning is correct?

Accepted Answer

A)  	Segmenters aim at more heterogeneous markets than combiners. 
B)  	Both "segmenters" and "combiners" can be target marketers. 
C)  	All segmenters follow the single target market approach. 
D)  	Combiners follow a mass marketing strategy. 
E)  	Most combiners follow a substantial market approach. 
A)  	Segmenters aim at more heterogeneous markets than combiners. 
B)  	Both "segmenters" and "combiners" can be target marketers. 
C)  	All segmenters follow the single target market approach. 
D)  	Combiners follow a mass marketing strategy. 
E)  	Most combiners follow a substantial market approach.

Question 5

Which if the following describes a product-market most accurately?

Accepted Answer

A)  Exchanges are based on barter rather than money. 
B)  One seller has a patent for a superior product and other firms try to imitate the leader the best they can. 
C)  All of the customers want the same product but will consider a substitute if their preferred brand is not available. 
D)  Competing sellers offer physically or conceptually similar products. 
E)  A market in which no intermediaries operate. 
A)  Exchanges are based on barter rather than money. 
B)  One seller has a patent for a superior product and other firms try to imitate the leader the best they can. 
C)  All of the customers want the same product but will consider a substitute if their preferred brand is not available. 
D)  Competing sellers offer physically or conceptually similar products. 
E)  A market in which no intermediaries operate.

Question 6

Segmenting,in contrast to combining:

Accepted Answer

A)  tends to focus more on customer similarities than on differences. 
B)  tries to identify homogeneous submarkets and develop different marketing mixes for each submarket. 
C)  usually means settling for a smaller sales potential. 
D)  relies more on promotion appeals and minor product differences to create general customer appeal among several submarkets. 
E)  All of these are true statements except usually means settling for a smaller sales potential. 
A)  tends to focus more on customer similarities than on differences. 
B)  tries to identify homogeneous submarkets and develop different marketing mixes for each submarket. 
C)  usually means settling for a smaller sales potential. 
D)  relies more on promotion appeals and minor product differences to create general customer appeal among several submarkets. 
E)  All of these are true statements except usually means settling for a smaller sales potential.

Question 7

A generic market description includes customer needs and product-type terms.

Accepted Answer

A) True 
 B)False

Question 8

"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 9

CRM is a variation of the positioning approach.

Accepted Answer

A) True 
 B)False

Question 10

Product type determining dimensions ______.

Accepted Answer

A)  are generally relevant to purchasing behavior 
B)  affect the customer's purchase of a specific product brand 
C)  affect the customer's choice of a specific kind of product 
D)  are relevant to including a customer type in the product-market 
E)  are less specific than qualifying dimensions 
A)  are generally relevant to purchasing behavior 
B)  affect the customer's purchase of a specific product brand 
C)  affect the customer's choice of a specific kind of product 
D)  are relevant to including a customer type in the product-market 
E)  are less specific than qualifying dimensions

Question 11

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Accepted Answer

A)  Looking for similarities rather than basic differences in needs. 
B)  Naming a broad product-market of interest to the firm. 
C)  Clustering people with similar needs into a "market segment." 
D)  Determining an appropriate number of segments. 
E)  Aggregating individual customers into market segments. 
A)  Looking for similarities rather than basic differences in needs. 
B)  Naming a broad product-market of interest to the firm. 
C)  Clustering people with similar needs into a "market segment." 
D)  Determining an appropriate number of segments. 
E)  Aggregating individual customers into market segments.

Question 12

How can the current location of target customers help marketing managers?

Accepted Answer

A)  It helps decide whether the customer should be served. 
B)  It helps describe their market in terms of the products they sell. 
C)  It helps identify a group of customers with similar needs. 
D)  It helps in making offers to visit the sore a make a purchase. 
E)  It helps marketers gather demographic information. 
A)  It helps decide whether the customer should be served. 
B)  It helps describe their market in terms of the products they sell. 
C)  It helps identify a group of customers with similar needs. 
D)  It helps in making offers to visit the sore a make a purchase. 
E)  It helps marketers gather demographic information.

Question 13

A generic market description should NOT include any:

Accepted Answer

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

Question 14

______________ 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 positioning 
B)  Market segmentation 
C)  Mass marketing 
D)  Diversification 
E)  Strategic planning 
A)  Market positioning 
B)  Market segmentation 
C)  Mass marketing 
D)  Diversification 
E)  Strategic planning

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

A product-market is a market with broadly similar needs-and sellers offering various,often diverse,ways of satisfying those needs.

Accepted Answer

A) True 
 B)False

Question 17

The ultimate in personalization occurs when ______.

Accepted Answer

A)  merging multiple submarkets 
B)  targeting a segment of one 
C)  identifying generic markets 
D)  creating opportunities in niche markets 
E)  offering extended warranties 
A)  merging multiple submarkets 
B)  targeting a segment of one 
C)  identifying generic markets 
D)  creating opportunities in niche markets 
E)  offering extended warranties

Question 18

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  a product's ability to provide both immediate satisfaction and social responsibility. 
B)  how customers think about proposed and/or present brands in a market. 
C)  a firm's ability to distribute products through intermediaries who are in the right position to reach target customers. 
D)  how a firm approaches customer relationship management. 
E)  all of these alternatives are true. 
A)  a product's ability to provide both immediate satisfaction and social responsibility. 
B)  how customers think about proposed and/or present brands in a market. 
C)  a firm's ability to distribute products through intermediaries who are in the right position to reach target customers. 
D)  how a firm approaches customer relationship management. 
E)  all of these alternatives are true.

Question 20

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

Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

When doing "positioning," a marketing manager should:

Given its interest in the broad product-market for "ready-to-eat,health-conscious snack foods," which of the following should the Good Health Foods Co.do FIRST?

Which is the first step in market segmentation?

Which of the following statements about is characteristic of market-oriented strategy planning is correct?

Which if the following describes a product-market most accurately?

Segmenting,in contrast to combining:

A generic market description includes customer needs and product-type terms.

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

CRM is a variation of the positioning approach.

Product type determining dimensions ______.

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

How can the current location of target customers help marketing managers?

A generic market description should NOT include any:

______________ 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.

Which of the following is a BEHAVIORAL segmenting dimension?

A product-market is a market with broadly similar needs-and sellers offering various,often diverse,ways of satisfying those needs.

The ultimate in personalization occurs when ______.

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

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

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

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