Question 1

To reach people who love to hunt,markets would most likely use psychographic segmentation.

Accepted Answer

A) True 
 B)False

Question 2

The North American Industry Classification System (NAICS)

Accepted Answer

A)  will soon be replaced by the strategic industrial classification (SI
C) . 
B)  is published by the North American Treaty Alliance. 
C)  organizes all industries in the economy into 20 broad sectors. 
D)  has little relevance for marketers that use direct mail. 
E)  is top secret and cannot be shared with outsiders. 
A)  will soon be replaced by the strategic industrial classification (SI
C) . 
B)  is published by the North American Treaty Alliance. 
C)  organizes all industries in the economy into 20 broad sectors. 
D)  has little relevance for marketers that use direct mail. 
E)  is top secret and cannot be shared with outsiders.

Question 3

Unlike other ice cream brands,when it was introduced Ben and Jerry's ice cream was the only product that had unusual flavors with interesting ingredients.This is most likely an example of a(n)

Accepted Answer

A)  perceptible difference. 
B)  differentiation cue. 
C)  imperceptible difference. 
D)  sensory cue. 
E)  perceptual filter. 
A)  perceptible difference. 
B)  differentiation cue. 
C)  imperceptible difference. 
D)  sensory cue. 
E)  perceptual filter.

Question 4

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state.The message in this headline indicates the city is using _____ to attract tourists.

Accepted Answer

A)  psychographic positioning 
B)  benefit segmentation 
C)  demographic segmentation 
D)  geodemographic segmentation 
E)  volume segmentation 
A)  psychographic positioning 
B)  benefit segmentation 
C)  demographic segmentation 
D)  geodemographic segmentation 
E)  volume segmentation

Question 5

Over the past decade,brands that were once available only to the wealthy have created more affordable product extensions,giving a far broader range of consumers a taste of the good life.Jaguar,for instance,launched its X-type sedan,which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury.By marketing to people who desire a luxurious lifestyle,Jaguar is using

Accepted Answer

A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geodemographic segmentation. 
D)  attitudinal positioning. 
E)  lifestyle positioning. 
A)  demographic segmentation. 
B)  psychographic segmentation. 
C)  geodemographic segmentation. 
D)  attitudinal positioning. 
E)  lifestyle positioning.

Question 6

What is the utility of a product?

Accepted Answer

Utility refers to a product's ability to

Question 7

When Hannah buys almond soap from a vendor at an arts and crafts show,and the vendor who sells the soap is actually the person who made the soap from scratch,that is an example of

Accepted Answer

A)  selective distribution. 
B)  indirect distribution. 
C)  direct distribution. 
D)  unbranded distribution. 
E)  differentiated distribution. 
A)  selective distribution. 
B)  indirect distribution. 
C)  direct distribution. 
D)  unbranded distribution. 
E)  differentiated distribution.

Question 8

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

Accepted Answer

A)  product demonstrations 
B)  brand equity 
C)  wholesaler 
D)  retailer 
E)  market concentration 
A)  product demonstrations 
B)  brand equity 
C)  wholesaler 
D)  retailer 
E)  market concentration

Question 9

What is the basic goal of any positioning strategy?

Accepted Answer

The basic goal of a positionin

Question 10

The basic goal of a positioning strategy is to

Accepted Answer

A)  own a concept that establishes the product in the prospect's mind. 
B)  create a long-term market for a product category. 
C)  correlate the total product concept with the product's position in the product life cycle. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product. 
A)  own a concept that establishes the product in the prospect's mind. 
B)  create a long-term market for a product category. 
C)  correlate the total product concept with the product's position in the product life cycle. 
D)  minimize product differentiation. 
E)  create and maintain primary demand for a product.

Question 11

Gary Silva,senior vice president of sales,U.S.Auto Parts Group at Genuine Parts,says NAPA doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained.From this information,you know that NAPA targets both _____ markets.

Accepted Answer

A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable 
A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable

Question 12

What is the next step for a marketer once market segmentation has been done?

Accepted Answer

A)  target marketing process 
B)  budgeting process 
C)  mission statement 
D)  SWOT analysis 
E)  competitive assessment 
A)  target marketing process 
B)  budgeting process 
C)  mission statement 
D)  SWOT analysis 
E)  competitive assessment

Question 13

With _____,marketers group people by their values,attitudes,personality,and lifestyle.

Accepted Answer

A)  demographics 
B)  psychographics 
C)  geodemographics 
D)  attitudinal positioning 
E)  lifestyle positioning 
A)  demographics 
B)  psychographics 
C)  geodemographics 
D)  attitudinal positioning 
E)  lifestyle positioning

Question 14

Exchange is the traditional trading of values between two entities.

Accepted Answer

A) True 
 B)False

Question 15

The _____ for Axe Excite body wash is most likely young men interested in feeling that they have sex appeal.

Accepted Answer

A)  product utility 
B)  trial/rejectors 
C)  target market 
D)  market aggregate 
E)  marketing mix 
A)  product utility 
B)  trial/rejectors 
C)  target market 
D)  market aggregate 
E)  marketing mix

Question 16

Communicating product utility is an essential component of marketing success.

Accepted Answer

A) True 
 B)False

Question 17

Which product would most likely involve intensive distribution?

Accepted Answer

A)  Waterford crystal 
B)  Harry Potter books 
C)  Wrigley's chewing gum 
D)  Whirlpool refrigerators 
E)  Pepperidge Farm turnovers 
A)  Waterford crystal 
B)  Harry Potter books 
C)  Wrigley's chewing gum 
D)  Whirlpool refrigerators 
E)  Pepperidge Farm turnovers

Question 18

What is the purpose of North American Industry Classification System (NAICS)codes?

Accepted Answer

NAICS codes are used by the U.S.Departme

Question 19

In order to reach a new target market,Old Spice has changed its products' package design,reformulated the scent of its products,arranged to have its products carried at hair salons at a higher mark-up,and begun running new ads aimed at women.What has been changed?

Accepted Answer

A)  perceptual value 
B)  marketing mix 
C)  niche market 
D)  product line 
E)  product utility 
A)  perceptual value 
B)  marketing mix 
C)  niche market 
D)  product line 
E)  product utility

Question 20

What is the advantage of defining a target market?

Accepted Answer

When a company defines its tar

To reach people who love to hunt,markets would most likely use psychographic segmentation.

The North American Industry Classification System (NAICS)

Unlike other ice cream brands,when it was introduced Ben and Jerry's ice cream was the only product that had unusual flavors with interesting ingredients.This is most likely an example of a(n)

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state.The message in this headline indicates the city is using _____ to attract tourists.

What is the utility of a product?

When Hannah buys almond soap from a vendor at an arts and crafts show,and the vendor who sells the soap is actually the person who made the soap from scratch,that is an example of

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

What is the basic goal of any positioning strategy?

The basic goal of a positioning strategy is to

What is the next step for a marketer once market segmentation has been done?

With _____,marketers group people by their values,attitudes,personality,and lifestyle.

Exchange is the traditional trading of values between two entities.

The _____ for Axe Excite body wash is most likely young men interested in feeling that they have sex appeal.

Communicating product utility is an essential component of marketing success.

Which product would most likely involve intensive distribution?

What is the purpose of North American Industry Classification System (NAICS)codes?

In order to reach a new target market,Old Spice has changed its products' package design,reformulated the scent of its products,arranged to have its products carried at hair salons at a higher mark-up,and begun running new ads aimed at women.What has been changed?

What is the advantage of defining a target market?

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Communication and Consumer Behavior

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 4: Targeting and the Marketing Mix

To reach people who love to hunt,markets would most likely use psychographic segmentation.

The North American Industry Classification System (NAICS)

Unlike other ice cream brands,when it was introduced Ben and Jerry's ice cream was the only product that had unusual flavors with interesting ingredients.This is most likely an example of a(n)

The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state.The message in this headline indicates the city is using _____ to attract tourists.

What is the utility of a product?

When Hannah buys almond soap from a vendor at an arts and crafts show,and the vendor who sells the soap is actually the person who made the soap from scratch,that is an example of

Which of the following is one of the bases for making purchase decisions in the business market and should be emphasized in promotional appeals?

What is the basic goal of any positioning strategy?

The basic goal of a positioning strategy is to

What is the next step for a marketer once market segmentation has been done?

With _____,marketers group people by their values,attitudes,personality,and lifestyle.

Exchange is the traditional trading of values between two entities.

The _____ for Axe Excite body wash is most likely young men interested in feeling that they have sex appeal.

Communicating product utility is an essential component of marketing success.

Which product would most likely involve intensive distribution?

What is the purpose of North American Industry Classification System (NAICS)codes?

In order to reach a new target market,Old Spice has changed its products' package design,reformulated the scent of its products,arranged to have its products carried at hair salons at a higher mark-up,and begun running new ads aimed at women.What has been changed?

What is the advantage of defining a target market?

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Communication and Consumer Behavior

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters