Question 1

Differentiation is a concept that means _______.

Accepted Answer

A)  People are different looking. 
B)  When marketers look at consumers they see a rainbow of looks. 
C)  Products need to appear to be different from one another to be successful in the market place. 
D)  Communicating and delivering value in different ways to different customer groups. 
E)  All of the above together. 
A)  People are different looking. 
B)  When marketers look at consumers they see a rainbow of looks. 
C)  Products need to appear to be different from one another to be successful in the market place. 
D)  Communicating and delivering value in different ways to different customer groups. 
E)  All of the above together.

Question 2

In general, B2B segmentation is more straightforward than B2C segmentation.

Accepted Answer

A) True 
 B)False

Question 3

Positioning strategy is a process that often starts with ______.

Accepted Answer

A)  Focus groups. 
B)  Surveys of customers. 
C)  Perceptual maps. 
D)  Panel research data. 
E)  None of the above. 
A)  Focus groups. 
B)  Surveys of customers. 
C)  Perceptual maps. 
D)  Panel research data. 
E)  None of the above.

Question 4

Segmenting means _________.

Accepted Answer

A)  Identifying the market into meaningful smaller markets based upon common characteristics. 
B)  Selecting the markets to attach in the market place. 
C)  Selecting a corporate position to communicate to potential customers. 
D)  Identifying and calculating the churn rate in different markets. 
E)  None of the above. 
A)  Identifying the market into meaningful smaller markets based upon common characteristics. 
B)  Selecting the markets to attach in the market place. 
C)  Selecting a corporate position to communicate to potential customers. 
D)  Identifying and calculating the churn rate in different markets. 
E)  None of the above.

Question 5

A price leadership position (example: Wal-Mart)implies that a company that assumes this position has superior operational elements in order to maintain the low price position.

Accepted Answer

A) True 
 B)False

Question 6

Firms generally only use one method of segmentation at a time.

Accepted Answer

A) True 
 B)False

Question 7

Rita spent four years at HSN (formerly Home Shopping Network)as a category manager in healthcare products aimed at the B2C market.Target headquarters in Minneapolis recruited her to manage the stationery division.She contracts with suppliers worldwide to supply the chain with notebooks, notepads, art supplies, computer paper, etc.In analyzing the target markets, should Rita use an undifferentiated or differentiated target marketing strategy? Which of Michael Porter's competitive strategies does Target use?

Accepted Answer

The broadest possible approach is undiff

Question 8

Family life cycle segmentation factors include all but ____________.

Accepted Answer

A)  Income. 
B)  Age. 
C)  Marital status. 
D)  Number of children. 
E)  Cohabitation. 
A)  Income. 
B)  Age. 
C)  Marital status. 
D)  Number of children. 
E)  Cohabitation.

Question 9

Sociologists look for defining events such as wars, major economic upheaval, and social cultural revolution to create _________.

Accepted Answer

A)  Social movements. 
B)  Marketing opportunities. 
C)  Generational Groups for segmentation purposes. 
D)  New product ideas. 
E)  None of the above. 
A)  Social movements. 
B)  Marketing opportunities. 
C)  Generational Groups for segmentation purposes. 
D)  New product ideas. 
E)  None of the above.

Question 10

If a firm chooses more than one segment to attack, it should approach them sequentially, not all at the same time.

Accepted Answer

A) True 
 B)False

Question 11

When consumers have too narrow an understanding of the company, brand, or product, it is called ________.

Accepted Answer

A)  Underachieving. 
B)  Overpositioning. 
C)  Underpositioning. 
D)  Perplexing positioning. 
E)  Lack of positioning. 
A)  Underachieving. 
B)  Overpositioning. 
C)  Underpositioning. 
D)  Perplexing positioning. 
E)  Lack of positioning.

Question 12

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Accepted Answer

A)  The same as competition. 
B)  Unique and where customers are willing to pay a premium. 
C)  A leadership price position. 
D)  Driven by customer contact. 
E)  Derived product demand. 
A)  The same as competition. 
B)  Unique and where customers are willing to pay a premium. 
C)  A leadership price position. 
D)  Driven by customer contact. 
E)  Derived product demand.

Question 13

Age is a commonly used method of segmentation.Age alone, however, may be dangerous _________.

Accepted Answer

A)  Because lumping older or younger customers together in one group may not truly reflect the market. 
B)  As McDonalds found out with Happy Meals. 
C)  Because Grand Theft Auto was a huge hit. 
D)  Because Egg McMuffins are not just for older people. 
E)  None of the above. 
A)  Because lumping older or younger customers together in one group may not truly reflect the market. 
B)  As McDonalds found out with Happy Meals. 
C)  Because Grand Theft Auto was a huge hit. 
D)  Because Egg McMuffins are not just for older people. 
E)  None of the above.

Question 14

Identify and describe the most often used sources of differentiation?

Accepted Answer

Price leadership: Efficiencies in cost o

Question 15

Of people born after 1965, which generation or generations do marketers favor and why?

Accepted Answer

Because Gen X is such a small segment of

Question 16

The Gillette Venus razor line is an example of a product that appeals to both men and women but reveals ___________.

Accepted Answer

A)  The same product can be used to attack different gender markets. 
B)  By slightly altering a product you can attack different gender markets. 
C)  There are different needs and wants for the same product category based on gender. 
D)  Women are always different than men. 
E)  None of the above. 
A)  The same product can be used to attack different gender markets. 
B)  By slightly altering a product you can attack different gender markets. 
C)  There are different needs and wants for the same product category based on gender. 
D)  Women are always different than men. 
E)  None of the above.

Question 17

The sequential steps to successful segmentation are:

Accepted Answer

A)  Positioning, targeting, and segmenting. 
B)  Research, fulfillment analysis, churn rate. 
C)  Segmenting, targeting and positioning. 
D)  Need identification, qualitative research, and positioning. 
E)  Consumer analysis, content analysis, and segmenting. 
A)  Positioning, targeting, and segmenting. 
B)  Research, fulfillment analysis, churn rate. 
C)  Segmenting, targeting and positioning. 
D)  Need identification, qualitative research, and positioning. 
E)  Consumer analysis, content analysis, and segmenting.

Question 18

Under positioning occurs when consumers have a vague idea about the company and its products, and do not perceive any real differentiation.

Accepted Answer

A) True 
 B)False

Question 19

Hybrid cars attract different customer segments.Identify two segments and explain what message you would send to each.

Accepted Answer

The first segment is the green consumer

Question 20

Offering credit cards to high school seniors is an example of ________ segmentation.

Accepted Answer

A)  Income segmentation. 
B)  Occupation segmentation. 
C)  Education segmentation. 
D)  Life style segmentation. 
E)  All of the above. 
A)  Income segmentation. 
B)  Occupation segmentation. 
C)  Education segmentation. 
D)  Life style segmentation. 
E)  All of the above.

Differentiation is a concept that means _______.

In general, B2B segmentation is more straightforward than B2C segmentation.

Positioning strategy is a process that often starts with ______.

Segmenting means _________.

A price leadership position (example: Wal-Mart)implies that a company that assumes this position has superior operational elements in order to maintain the low price position.

Firms generally only use one method of segmentation at a time.

Family life cycle segmentation factors include all but ____________.

Sociologists look for defining events such as wars, major economic upheaval, and social cultural revolution to create _________.

If a firm chooses more than one segment to attack, it should approach them sequentially, not all at the same time.

When consumers have too narrow an understanding of the company, brand, or product, it is called ________.

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Age is a commonly used method of segmentation.Age alone, however, may be dangerous _________.

Identify and describe the most often used sources of differentiation?

Of people born after 1965, which generation or generations do marketers favor and why?

The Gillette Venus razor line is an example of a product that appeals to both men and women but reveals ___________.

The sequential steps to successful segmentation are:

Under positioning occurs when consumers have a vague idea about the company and its products, and do not perceive any real differentiation.

Hybrid cars attract different customer segments.Identify two segments and explain what message you would send to each.

Offering credit cards to high school seniors is an example of ________ segmentation.

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

Exam 9: Segmentation, Target Marketing, and Positioning

Differentiation is a concept that means _______.

In general, B2B segmentation is more straightforward than B2C segmentation.

Positioning strategy is a process that often starts with ______.

Segmenting means _________.

A price leadership position (example: Wal-Mart)implies that a company that assumes this position has superior operational elements in order to maintain the low price position.

Firms generally only use one method of segmentation at a time.

Family life cycle segmentation factors include all but ____________.

Sociologists look for defining events such as wars, major economic upheaval, and social cultural revolution to create _________.

If a firm chooses more than one segment to attack, it should approach them sequentially, not all at the same time.

When consumers have too narrow an understanding of the company, brand, or product, it is called ________.

Differentiation strategy implies that a company is able to compete on a basis that is ________.

Age is a commonly used method of segmentation.Age alone, however, may be dangerous _________.

Identify and describe the most often used sources of differentiation?

Of people born after 1965, which generation or generations do marketers favor and why?

The Gillette Venus razor line is an example of a product that appeals to both men and women but reveals ___________.

The sequential steps to successful segmentation are:

Under positioning occurs when consumers have a vague idea about the company and its products, and do not perceive any real differentiation.

Hybrid cars attract different customer segments.Identify two segments and explain what message you would send to each.

Offering credit cards to high school seniors is an example of ________ segmentation.

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Service As the Core Offering

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters