Question 1

Which of the following data are collected from consumers to develop a perceptual map for a particular product?

Accepted Answer

A)  a listing of all prospective brands and products 
B)  the important attributes for a product or brand class 
C)  managerial judgments about how consumers perceive products 
D)  rank order of the ratings of an existing brand's preference relative to its competitors 
E)  detailed explanations of why consumers make the choices they do 
A)  a listing of all prospective brands and products 
B)  the important attributes for a product or brand class 
C)  managerial judgments about how consumers perceive products 
D)  rank order of the ratings of an existing brand's preference relative to its competitors 
E)  detailed explanations of why consumers make the choices they do

Question 2

Doris Lewis owns Lewis Edibles,Inc.,a company that makes Tongue Tinglin' B.B.Q.Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

Accepted Answer

A)  formed a market segment using critical product features. 
B)  formed products to be sold into groups. 
C)  developed a market-product grid and estimating size of markets. 
D)  taken marketing actions to reach a target market segment. 
E)  formed prospective buyers into segments. 
A)  formed a market segment using critical product features. 
B)  formed products to be sold into groups. 
C)  developed a market-product grid and estimating size of markets. 
D)  taken marketing actions to reach a target market segment. 
E)  formed prospective buyers into segments.

Question 3

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking.The advertising message was that using applesauce in baking cuts calories and also makes the resulting baked good healthier.Mott's used a __________ strategy.

Accepted Answer

A)  perceptual mapping 
B)  product positioning 
C)  product differentiation 
D)  product repositioning 
E)  psychographics 
A)  perceptual mapping 
B)  product positioning 
C)  product differentiation 
D)  product repositioning 
E)  psychographics

Question 4

Which of the following is a criterion used for selecting a target segment?

Accepted Answer

A)  potential for increased profit 
B)  similarity of needs of potential buyers within a segment 
C)  difference of needs of buyers among segments 
D)  competitive position 
E)  potential of a marketing action to reach a segment 
A)  potential for increased profit 
B)  similarity of needs of potential buyers within a segment 
C)  difference of needs of buyers among segments 
D)  competitive position 
E)  potential of a marketing action to reach a segment

Question 5

purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Accepted Answer

A)  maintain market share. 
B)  increase sales and profits. 
C)  assume social responsibility. 
D)  use the firm's resources most efficiently. 
E)  provide the best quality products on the market. 
A)  maintain market share. 
B)  increase sales and profits. 
C)  assume social responsibility. 
D)  use the firm's resources most efficiently. 
E)  provide the best quality products on the market.

Question 6

Explain what a market-product grid is and how it is used.

Accepted Answer

A market-product grid is a framework to

Question 7

are two approaches to product positioning? Give an example of each approach.

Accepted Answer

There are two major approaches to positi

Question 8

Marketing synergies often come at the expense of product synergies because

Accepted Answer

A)  product synergies are more effective for penetrating a market rather than creating one. 
B)  multiple market segments usually require multiple products. 
C)  it is easier to change a product than to completely develop a new marketing plan. 
D)  a single customer segment will likely require a variety of products. 
E)  no company can afford to do both at the same time. 
A)  product synergies are more effective for penetrating a market rather than creating one. 
B)  multiple market segments usually require multiple products. 
C)  it is easier to change a product than to completely develop a new marketing plan. 
D)  a single customer segment will likely require a variety of products. 
E)  no company can afford to do both at the same time.

Question 9

of the following are behavioral segmentation variables EXCEPT:

Accepted Answer

A)  needs 
B)  usage rate 
C)  product features 
D)  intentions 
E)  user status 
A)  needs 
B)  usage rate 
C)  product features 
D)  intentions 
E)  user status

Question 10

quantity consumed or patronage (store visits)during a specific period is referred to as

Accepted Answer

A)  usage rate. 
B)  purchase metric. 
C)  consumption index. 
D)  consumption rate. 
E)  demand amount. 
A)  usage rate. 
B)  purchase metric. 
C)  consumption index. 
D)  consumption rate. 
E)  demand amount.

Question 11

general categories used to segment consumer markets are geographic segmentation,demographic segmentation,__________,and behavioral segmentation.

Accepted Answer

A)  supplier segmentation 
B)  demand segmentation 
C)  regional segmentation 
D)  psychographic segmentation 
E)  product segmentation 
A)  supplier segmentation 
B)  demand segmentation 
C)  regional segmentation 
D)  psychographic segmentation 
E)  product segmentation

Question 12

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as __________.

Accepted Answer

A)  competitive repositioning 
B)  position downsizing 
C)  differentiation positioning 
D)  head-to-head positioning 
E)  product distinction positioning 
A)  competitive repositioning 
B)  position downsizing 
C)  differentiation positioning 
D)  head-to-head positioning 
E)  product distinction positioning

Question 13

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

Accepted Answer

A)  mass customization. 
B)  multiple marketing. 
C)  target marketing. 
D)  product clustering. 
E)  repositioning. 
A)  mass customization. 
B)  multiple marketing. 
C)  target marketing. 
D)  product clustering. 
E)  repositioning.

Question 14

fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Accepted Answer

A)  group potential buyers into segments 
B)  select target markets 
C)  group products to be sold into categories 
D)  develop a market-product grid and estimate size of the overall market 
E)  take marketing actions to reach target markets 
A)  group potential buyers into segments 
B)  select target markets 
C)  group products to be sold into categories 
D)  develop a market-product grid and estimate size of the overall market 
E)  take marketing actions to reach target markets

Question 15

can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50.Or,you can buy a Hallmark card from its new $0.99 line of greeting cards that is not quite as nice in terms of quality materials,but just as sentimental,that are sold at Barnes and Noble bookstores.This is an example of

Accepted Answer

A)  mass customization. 
B)  organizational synergy. 
C)  one product and multiple market segments. 
D)  price discrimination. 
E)  a "Tiffany/Walmart" strategy. 
A)  mass customization. 
B)  organizational synergy. 
C)  one product and multiple market segments. 
D)  price discrimination. 
E)  a "Tiffany/Walmart" strategy.

Question 16

Explain the difference between mass customization and build-to-order.

Accepted Answer

Mass customization involves tailoring go

Question 17

Figure 9-6
-an owner of a Wendy's fast food restaurant,the information in Figure 9-6 above suggests that Wendy's prospects are __________ of the total compared to __________ for McDonald's.

Accepted Answer

A)  48.8 percent, 57.6 percent 
B)  16.7 percent, 45.6 percent 
C)  57.6 percent, 48.8 percent 
D)  16.7 percent, 22.2 percent 
E)  57.6 percent, 26.2 percent 
A)  48.8 percent, 57.6 percent 
B)  16.7 percent, 45.6 percent 
C)  57.6 percent, 48.8 percent 
D)  16.7 percent, 22.2 percent 
E)  57.6 percent, 26.2 percent

Question 18

Campbell's found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too hot for Americans in the East and not hot enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a hotter nacho cheese sauce than what is produced in the other plants.Campbell's is using __________ segmentation.

Accepted Answer

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

Question 19

Which of the following statements regarding market segmentation is most accurate?

Accepted Answer

A)  Even if a firm finds only one potential market segment, it should take advantage of the opportunity, no matter what. 
B)  Market segmentation only works for large corporations because small businesses don't have the resources to engage in the process or implement the resulting marketing actions. 
C)  Governments should not attempt market segmentation because there is no need for them to do so. 
D)  If a business firm goes to the trouble and expense of segmenting its markets, it expects to increase its sales, profits, and return on investment. 
E)  Market segmentation strategies work less than 25 percent of the time. However, for the instances that it does work, the benefits more than compensate for previous failures. 
A)  Even if a firm finds only one potential market segment, it should take advantage of the opportunity, no matter what. 
B)  Market segmentation only works for large corporations because small businesses don't have the resources to engage in the process or implement the resulting marketing actions. 
C)  Governments should not attempt market segmentation because there is no need for them to do so. 
D)  If a business firm goes to the trouble and expense of segmenting its markets, it expects to increase its sales, profits, and return on investment. 
E)  Market segmentation strategies work less than 25 percent of the time. However, for the instances that it does work, the benefits more than compensate for previous failures.

Question 20

market-product grid refers to

Accepted Answer

A)  a visual representation of all products offered within a specific product class. 
B)  a framework used to compare the relative market share of one firm's product offerings to those of its competitors. 
C)  a technique that seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies. 
D)  a framework used to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 
E)  a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products. 
A)  a visual representation of all products offered within a specific product class. 
B)  a framework used to compare the relative market share of one firm's product offerings to those of its competitors. 
C)  a technique that seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies. 
D)  a framework used to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 
E)  a technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products.

Which of the following data are collected from consumers to develop a perceptual map for a particular product?

Which of the following is a criterion used for selecting a target segment?

purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Explain what a market-product grid is and how it is used.

are two approaches to product positioning? Give an example of each approach.

Marketing synergies often come at the expense of product synergies because

of the following are behavioral segmentation variables EXCEPT:

quantity consumed or patronage (store visits)during a specific period is referred to as

general categories used to segment consumer markets are geographic segmentation,demographic segmentation,__________,and behavioral segmentation.

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as __________.

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Explain the difference between mass customization and build-to-order.

Figure 9-6 -an owner of a Wendy's fast food restaurant,the information in Figure 9-6 above suggests that Wendy's prospects are of the total compared to for McDonald's.

Which of the following statements regarding market segmentation is most accurate?

market-product grid refers to

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products,Services,and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 9: Market Segmentation,Targeting,and Positioning

Which of the following data are collected from consumers to develop a perceptual map for a particular product?

Which of the following is a criterion used for selecting a target segment?

purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Explain what a market-product grid is and how it is used.

are two approaches to product positioning? Give an example of each approach.

Marketing synergies often come at the expense of product synergies because

of the following are behavioral segmentation variables EXCEPT:

quantity consumed or patronage (store visits)during a specific period is referred to as

general categories used to segment consumer markets are geographic segmentation,demographic segmentation,__________,and behavioral segmentation.

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as __________.

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Explain the difference between mass customization and build-to-order.

Figure 9-6 -an owner of a Wendy's fast food restaurant,the information in Figure 9-6 above suggests that Wendy's prospects are __________ of the total compared to __________ for McDonald's.

Which of the following statements regarding market segmentation is most accurate?

market-product grid refers to

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products,Services,and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Figure 9-6 -an owner of a Wendy's fast food restaurant,the information in Figure 9-6 above suggests that Wendy's prospects are of the total compared to for McDonald's.