Question 1

A differentiated target marketing strategy exploits which of the following?

Accepted Answer

A) Exploits the differences between marketing segments 
B) Exploits the differences between competitors' prices 
C) Exploits the apathy of consumers 
D) Exploits the new trends, fads and fashion 
A) Exploits the differences between marketing segments 
B) Exploits the differences between competitors' prices 
C) Exploits the apathy of consumers 
D) Exploits the new trends, fads and fashion

Question 2

Which of the following is an example of a method used to gather "biographic" data?

Accepted Answer

A) Advertising 
B) Supermarket loyalty cards 
C) Government census 
D) Internet advertising 
A) Advertising 
B) Supermarket loyalty cards 
C) Government census 
D) Internet advertising

Question 3

Customized marketing is which of the following?

Accepted Answer

A) A market coverage strategy where a company decides to target several market segments and develops separate marketing mixes for each 
B) A market coverage strategy where a company decides to target one market segment with a single marketing mix 
C) A market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each 
D) A market coverage strategy where a company decides to tailor its promotional strategy for each and every customer 
A) A market coverage strategy where a company decides to target several market segments and develops separate marketing mixes for each 
B) A market coverage strategy where a company decides to target one market segment with a single marketing mix 
C) A market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each 
D) A market coverage strategy where a company decides to tailor its promotional strategy for each and every customer

Question 4

The technique that is used by marketers to get a hold on the diverse nature of markets is called which of the following?

Accepted Answer

A) Positioning 
B) Market segmentation 
C) Psychographics 
D) Targeting 
A) Positioning 
B) Market segmentation 
C) Psychographics 
D) Targeting

Question 5

Effective segmentation requires that segments should consist of customers whose needs are relatively _______ within a segment, but significantly different from those in other segments.

Accepted Answer

A) homogeneous 
B) heterogeneous 
C) different 
D) old 
A) homogeneous 
B) heterogeneous 
C) different 
D) old

Question 6

Which of the following is a determinant of successful positioning:

Accepted Answer

A) Conviction 
B) Control 
C) Clarity 
D) Classification 
A) Conviction 
B) Control 
C) Clarity 
D) Classification

Question 7

The "competitiveness" positioning idea refers to which of the following?

Accepted Answer

A) The positioning idea must possess a differential advantage, something which the competition is failing to supply 
B) Companies must offer cheaper prices than their competitors 
C) Companies must offer superior services over their competitors 
D) The positioning idea must clearly show the technological superiority of a brand over their competitors 
A) The positioning idea must possess a differential advantage, something which the competition is failing to supply 
B) Companies must offer cheaper prices than their competitors 
C) Companies must offer superior services over their competitors 
D) The positioning idea must clearly show the technological superiority of a brand over their competitors

Question 8

Repositioning involves which of the following?

Accepted Answer

A) Changing the competition's advantage 
B) Changing the sales targets 
C) Changing the target market or differential advantage or both 
D) None of the above 
A) Changing the competition's advantage 
B) Changing the sales targets 
C) Changing the target market or differential advantage or both 
D) None of the above

Question 9

If a male shopper, when wanting to buy a new suit, was able to choose the type of material and the colour for the new suit, which marketing strategy would the company be pursuing?

Accepted Answer

A) Undifferentiated 
B) Focused 
C) Differentiated 
D) Customized 
A) Undifferentiated 
B) Focused 
C) Differentiated 
D) Customized

Question 10

Those _______ of targeting children via marketing argue that children should be exposed to marketing communication as part of their education because we live in a consumer society and children need to understand marketing.

Accepted Answer

A) in favour 
B) against 
C) critics 
D) controlling 
A) in favour 
B) against 
C) critics 
D) controlling

Question 11

Which of the following is an example of key choice criteria that could be used by organizational buyers when evaluating supplier offerings?

Accepted Answer

A) Service 
B) Product performance 
C) Price 
D) All of the above are examples of choice criteria 
A) Service 
B) Product performance 
C) Price 
D) All of the above are examples of choice criteria

Question 12

Large organizations differ from medium and small organizations in having greater order potential, more formalized buying and management processes, increased specialization of function, and special needs.

Accepted Answer

A) True 
 B)False

Question 13

Psychographic segmentation is the grouping of people according to their lifestyle and personality characteristics.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following characteristics do marketers use in evaluating the effectiveness of different segments?

Accepted Answer

A) Accessible; Interactivity; Sustainability; Measurability 
B) Measurability; Accessibility; Actionability; Profitability 
C) Interactivity; Effectiveness; Measurability; Predictability 
D) Measurability; Addressability; Profitability; Monitorability 
A) Accessible; Interactivity; Sustainability; Measurability 
B) Measurability; Accessibility; Actionability; Profitability 
C) Interactivity; Effectiveness; Measurability; Predictability 
D) Measurability; Addressability; Profitability; Monitorability

Question 15

Which of the following is a major reason why companies segment their markets?

Accepted Answer

A) It allows companies an opportunity to enhance their image 
B) Companies identify which segments they might most effectively compete in and develop strategies suited for that segment 
C) It allows companies to change their marketing strategies as consumers' tastes and preferences change 
D) Through segmenting markets, companies can attract distributors 
A) It allows companies an opportunity to enhance their image 
B) Companies identify which segments they might most effectively compete in and develop strategies suited for that segment 
C) It allows companies to change their marketing strategies as consumers' tastes and preferences change 
D) Through segmenting markets, companies can attract distributors

Question 16

Undifferentiated marketing is which of the following?

Accepted Answer

A) A market coverage strategy where a company decides to ignore market segment differences and develops a single marketing mix for the whole market 
B) A market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each 
C) A market coverage strategy where a company decides to tailor its promotional strategy for each and every customer 
D) A market coverage strategy where a company decides to target several market segments and develops separate marketing mixes for each 
A) A market coverage strategy where a company decides to ignore market segment differences and develops a single marketing mix for the whole market 
B) A market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each 
C) A market coverage strategy where a company decides to tailor its promotional strategy for each and every customer 
D) A market coverage strategy where a company decides to target several market segments and develops separate marketing mixes for each

Question 17

Which of the following companies typically do not employ customized marketing?

Accepted Answer

A) Advertising Agency 
B) Architect 
C) Solicitor 
D) Butcher 
A) Advertising Agency 
B) Architect 
C) Solicitor 
D) Butcher

Question 18

Positioning is concerned with acquirement of optimal shelving locations within retail stores.

Accepted Answer

A) True 
 B)False

Question 19

When a company retains the product but changes the market segment that they are aiming for, then a company is practising which of the following?

Accepted Answer

A) Tangible repositioning 
B) Intangible repositioning 
C) Targeted repositioning 
D) Untargeted repositioning 
A) Tangible repositioning 
B) Intangible repositioning 
C) Targeted repositioning 
D) Untargeted repositioning

Question 20

Five criteria are considered important when determining whether a company has properly segmented its market i.e. are the segments actionable, accessible, profitable, measurable and _______.

Accepted Answer

A) efficient 
B) considered 
C) co-operative 
D) effective 
A) efficient 
B) considered 
C) co-operative 
D) effective

A differentiated target marketing strategy exploits which of the following?

Which of the following is an example of a method used to gather "biographic" data?

Customized marketing is which of the following?

The technique that is used by marketers to get a hold on the diverse nature of markets is called which of the following?

Effective segmentation requires that segments should consist of customers whose needs are relatively _______ within a segment, but significantly different from those in other segments.

Which of the following is a determinant of successful positioning:

The "competitiveness" positioning idea refers to which of the following?

Repositioning involves which of the following?

If a male shopper, when wanting to buy a new suit, was able to choose the type of material and the colour for the new suit, which marketing strategy would the company be pursuing?

Those _______ of targeting children via marketing argue that children should be exposed to marketing communication as part of their education because we live in a consumer society and children need to understand marketing.

Which of the following is an example of key choice criteria that could be used by organizational buyers when evaluating supplier offerings?

Large organizations differ from medium and small organizations in having greater order potential, more formalized buying and management processes, increased specialization of function, and special needs.

Psychographic segmentation is the grouping of people according to their lifestyle and personality characteristics.

Which of the following characteristics do marketers use in evaluating the effectiveness of different segments?

Which of the following is a major reason why companies segment their markets?

Undifferentiated marketing is which of the following?

Which of the following companies typically do not employ customized marketing?

Positioning is concerned with acquirement of optimal shelving locations within retail stores.

When a company retains the product but changes the market segment that they are aiming for, then a company is practising which of the following?

Five criteria are considered important when determining whether a company has properly segmented its market i.e. are the segments actionable, accessible, profitable, measurable and _______.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 5: Market Segmentation, Targeting and Positioning

A differentiated target marketing strategy exploits which of the following?

Which of the following is an example of a method used to gather "biographic" data?

Customized marketing is which of the following?

The technique that is used by marketers to get a hold on the diverse nature of markets is called which of the following?

Effective segmentation requires that segments should consist of customers whose needs are relatively _______ within a segment, but significantly different from those in other segments.

Which of the following is a determinant of successful positioning:

The "competitiveness" positioning idea refers to which of the following?

Repositioning involves which of the following?

If a male shopper, when wanting to buy a new suit, was able to choose the type of material and the colour for the new suit, which marketing strategy would the company be pursuing?

Those _______ of targeting children via marketing argue that children should be exposed to marketing communication as part of their education because we live in a consumer society and children need to understand marketing.

Which of the following is an example of key choice criteria that could be used by organizational buyers when evaluating supplier offerings?

Large organizations differ from medium and small organizations in having greater order potential, more formalized buying and management processes, increased specialization of function, and special needs.

Psychographic segmentation is the grouping of people according to their lifestyle and personality characteristics.

Which of the following characteristics do marketers use in evaluating the effectiveness of different segments?

Which of the following is a major reason why companies segment their markets?

Undifferentiated marketing is which of the following?

Which of the following companies typically do not employ customized marketing?

Positioning is concerned with acquirement of optimal shelving locations within retail stores.

When a company retains the product but changes the market segment that they are aiming for, then a company is practising which of the following?

Five criteria are considered important when determining whether a company has properly segmented its market i.e. are the segments actionable, accessible, profitable, measurable and _______.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters