Question 1

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Accepted Answer

A) True 
 B)False

Question 2

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is

Accepted Answer

A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  substantial. 
A)  identifiable. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  substantial.

Question 3

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

Accepted Answer

The student should demonstrate above all

Question 4

Jim wants to position his firm against his competitors.In doing so he should

Accepted Answer

A)  never select a competitor in the same neighborhood. 
B)  avoid making the competitor's product look undesirable. 
C)  avoid looking too much like the competitor so that he'd confuse the target segment. 
D)  avoid discussing the strengths of his product so that competitors won't be aware of his product quality. 
E)  avoid discussing the weaknesses of his competitors so they won't retaliate. 
A)  never select a competitor in the same neighborhood. 
B)  avoid making the competitor's product look undesirable. 
C)  avoid looking too much like the competitor so that he'd confuse the target segment. 
D)  avoid discussing the strengths of his product so that competitors won't be aware of his product quality. 
E)  avoid discussing the weaknesses of his competitors so they won't retaliate.

Question 5

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Accepted Answer

A company would choose to use a micromar

Question 6

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Accepted Answer

Identifiable: A firm must be able to ide

Question 7

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female.This is an example of __________ segmentation.

Accepted Answer

A)  geographic 
B)  psychographic 
C)  demographic 
D)  benefits 
E)  behavioral 
A)  geographic 
B)  psychographic 
C)  demographic 
D)  benefits 
E)  behavioral

Question 8

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Accepted Answer

A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic 
A)  geodemographic 
B)  benefit 
C)  psychographic 
D)  loyalty 
E)  geographic

Question 9

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

Accepted Answer

A)  substantial. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  identifiable. 
A)  substantial. 
B)  responsive. 
C)  profitable. 
D)  reachable. 
E)  identifiable.

Question 10

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

Accepted Answer

Students should identify the dynamic nat

Question 11

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be

Accepted Answer

A)  substantial. 
B)  perceptive. 
C)  identifiable. 
D)  reachable. 
E)  responsive. 
A)  substantial. 
B)  perceptive. 
C)  identifiable. 
D)  reachable. 
E)  responsive.

Question 12

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Accepted Answer

Students' answers will depend on the cho

Question 13

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing __________ of each potential market segment.

Accepted Answer

A)  substance 
B)  responsiveness 
C)  identification 
D)  reach 
E)  profitability 
A)  substance 
B)  responsiveness 
C)  identification 
D)  reach 
E)  profitability

Question 14

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make up an attractive market for their products.This is a __________ segment of the beer market.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic 
A)  demographic 
B)  psychographic 
C)  behavioral 
D)  benefits 
E)  geographic

Question 15

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy

Accepted Answer

A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is often expensive. 
E)  is ineffective without multiple brand names. 
A)  is the cheapest option. 
B)  requires the use of advanced advertising techniques. 
C)  rarely works. 
D)  is often expensive. 
E)  is ineffective without multiple brand names.

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

Jim wants to position his firm against his competitors.In doing so he should

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female.This is an example of __________ segmentation.

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing __________ of each potential market segment.

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make up an attractive market for their products.This is a __________ segment of the beer market.

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy

Overview of Marketing

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Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

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Product,Branding,and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

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Exam 9: Segmentation,Targeting,and Positioning

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

Jim wants to position his firm against his competitors.In doing so he should

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female.This is an example of __________ segmentation.

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing __________ of each potential market segment.

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make up an attractive market for their products.This is a __________ segment of the beer market.

Although a differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market,this strategy

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product,Branding,and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters