Question 1

"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)  always tends to make the segments heterogeneous 
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)  always tends to make the segments heterogeneous

Question 2

Product type describes the goods and/or services that customers want.

Accepted Answer

A) True 
 B)False

Question 3

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Accepted Answer

A) True 
 B)False

Question 4

The process of marketing strategy planning is about ______.

Accepted Answer

A)  identifying as many market opportunities as can be imagined 
B)  narrowing down possible market opportunities to the most attractive ones 
C)  creating products that managers like 
D)  choosing the most profitable market opportunity, regardless of the firm's current abilities and resources 
E)  figuring out how to offer products at the lowest possible price 
A)  identifying as many market opportunities as can be imagined 
B)  narrowing down possible market opportunities to the most attractive ones 
C)  creating products that managers like 
D)  choosing the most profitable market opportunity, regardless of the firm's current abilities and resources 
E)  figuring out how to offer products at the lowest possible price

Question 5

Compared to a product-market,a generic market:

Accepted Answer

A)  Is more narrowly defined. 
B)  Has sellers offering a more diverse set of products. 
C)  Can never help marketers identify opportunities. 
D)  None of these is a good answer. 
A)  Is more narrowly defined. 
B)  Has sellers offering a more diverse set of products. 
C)  Can never help marketers identify opportunities. 
D)  None of these is a good answer.

Question 6

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

Accepted Answer

A) True 
 B)False

Question 7

"Positioning" means using a map to show where a firm's products are distributed geographically.

Accepted Answer

A) True 
 B)False

Question 8

The customer type component of the product-market should include: ______.

Accepted Answer

A)  the buyer of the product 
B)  the type of good and service 
C)  the user of the product 
D)  the geographic area where customers live 
E)  the guarantees offered 
A)  the buyer of the product 
B)  the type of good and service 
C)  the user of the product 
D)  the geographic area where customers live 
E)  the guarantees offered

Question 9

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet,what segmenting dimension is this company using?

Accepted Answer

A)  Kind of relationship 
B)  Demographics 
C)  Type of customer 
D)  How customer will use product 
E)  Purchasing methods 
A)  Kind of relationship 
B)  Demographics 
C)  Type of customer 
D)  How customer will use product 
E)  Purchasing methods

Question 10

Differentiating the marketing mix is important because:

Accepted Answer

A)  It can help the firm build a competitive advantage with a group of target customers. 
B)  It can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs. 
C)  It can clarify the position the firm wants to achieve with customers. 
D)  It can contribute to better blending of marketing mix decisions to achieve desired objectives. 
E)  All of these alternatives are true. 
A)  It can help the firm build a competitive advantage with a group of target customers. 
B)  It can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs. 
C)  It can clarify the position the firm wants to achieve with customers. 
D)  It can contribute to better blending of marketing mix decisions to achieve desired objectives. 
E)  All of these alternatives are true.

Question 11

A marketing manager has just learned about generic markets.This may lead the manager

Accepted Answer

A)  to see a larger set of potential competitors. 
B)  to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities. 
C)  to think about new ways of satisfying the needs of her current customers. 
D)  All of these alternatives are correct. 
A)  to see a larger set of potential competitors. 
B)  to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities. 
C)  to think about new ways of satisfying the needs of her current customers. 
D)  All of these alternatives are correct.

Question 12

"Good" market segments should be homogeneous (similar)within,heterogeneous (different)between,substantial,and operational.

Accepted Answer

A) True 
 B)False

Question 13

Saying that a market segment is "substantial" means that it contains customers from a variety of demographic variables.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)  The senior citizen recreation market 
B)  The designer shoes market 
C)  The frozen yogurt market 
D)  The transportation market 
E)  The Hispanic-American market 
A)  The senior citizen recreation market 
B)  The designer shoes market 
C)  The frozen yogurt market 
D)  The transportation market 
E)  The Hispanic-American market

Question 15

A generic market definition includes all of the following terms EXCEPT:

Accepted Answer

A)  customer needs. 
B)  product type. 
C)  geographic area. 
D)  customer type. 
A)  customer needs. 
B)  product type. 
C)  geographic area. 
D)  customer type.

Question 16

"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 17

What is a qualifying dimension for people who consider purchasing a pill for pain relief?

Accepted Answer

A)  the region of the country in which they live 
B)  income level 
C)  physiological need 
D)  ethnicity 
E)  occupation 
A)  the region of the country in which they live 
B)  income level 
C)  physiological need 
D)  ethnicity 
E)  occupation

Question 18

Saying that a good market segment should be "heterogeneous between" means that the consumers in ______.

Accepted Answer

A)  a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
B)  a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
C)  different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
D)  different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
E)  the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables 
A)  a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
B)  a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
C)  different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
D)  different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions 
E)  the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables

Question 19

A detailed customer database,containing past purchases and other segmenting information,is used to focus marketing efforts on individual customers in a: ______.

Accepted Answer

A)  Clustering management system. 
B)  Product positioning matrix. 
C)  Product differentiation matrix. 
D)  Diversification management system. 
E)  Customer relationship management system. 
A)  Clustering management system. 
B)  Product positioning matrix. 
C)  Product differentiation matrix. 
D)  Diversification management system. 
E)  Customer relationship management system.

Question 20

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

Accepted Answer

A) True 
 B)False

Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

"Too much" aggregating in market segmenting ______.

Product type describes the goods and/or services that customers want.

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

The process of marketing strategy planning is about ______.

Compared to a product-market,a generic market:

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

"Positioning" means using a map to show where a firm's products are distributed geographically.

The customer type component of the product-market should include: ______.

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet,what segmenting dimension is this company using?

Differentiating the marketing mix is important because:

A marketing manager has just learned about generic markets.This may lead the manager

"Good" market segments should be homogeneous (similar)within,heterogeneous (different)between,substantial,and operational.

Saying that a market segment is "substantial" means that it contains customers from a variety of demographic variables.

Which of the following is the BEST example of a "generic market?"

A generic market definition includes all of the following terms EXCEPT:

"Positioning" might cause a marketing manager to:

What is a qualifying dimension for people who consider purchasing a pill for pain relief?

Saying that a good market segment should be "heterogeneous between" means that the consumers in ______.

A detailed customer database,containing past purchases and other segmenting information,is used to focus marketing efforts on individual customers in a: ______.

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

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