Question 1

Shampoo marketers rate buyers as light,medium,or heavy product users.This is ________ segmentation.

Accepted Answer

usage rate

Question 2

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

Accepted Answer

A) 	More-for-the-same 
B) 	More-for-less 
C) 	Same-for-less 
D) 	Less-for-much-less 
E) 	More-for-more 
A) 	More-for-the-same 
B) 	More-for-less 
C) 	Same-for-less 
D) 	Less-for-much-less 
E) 	More-for-more B

Question 3

Imagine that you are presenting a workshop on the Requirements for Effective Segmentation.Briefly describe the five items that will help your audience understand your topic.

Accepted Answer

The size,purchasing power,and profiles of the segments must be measurable.The major problem may be that the segment will be hard to identify and measure.The market segments must be accessible; that is,they can be effectively reached and served.The segment must be substantial or large/profitable enough to serve.It should be the largest possible homogeneous group worth pursuing with a tailored marketing program.To be differentiable,the segments need to be conceptually distinguishable and respond differently to different marketing mix elements and programs.Finally,the segment must be actionable,meaning that effective programs can be designed for attracting and serving consumers who make up the segment.

Question 4

Although some large companies sell products in more than 200 countries,most international firms focus on a smaller set.

Accepted Answer

A) True 
 B)False

Question 5

Rolex Watches uses ____________.It targets wealthy consumers with similar needs and buying behaviours,even though the consumers are located in different countries.

Accepted Answer

psychograp

Question 6

______________ is(are)often used to identify smaller,better-defined target groups.

Accepted Answer

Multiple s

Question 7

In general,a company should enter only segments in which it can ________ and ________.

Accepted Answer

offer superior value

Question 8

Today,the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

Accepted Answer

The answer of Today,the low cost of setting up shop...

Question 9

Explain how market variability impacts the choice of a target-marketing strategy.

Accepted Answer

If most buyers have the same t

Question 10

Marketers of expensive automobiles,cottage properties,and travel are most likely to use which of the following types of segmentation?

Accepted Answer

A) 	Gender 
B) 	Income 
C) 	Occasion 
D) 	Usage rate 
E) 	Benefits sought 
A) 	Gender 
B) 	Income 
C) 	Occasion 
D) 	Usage rate 
E) 	Benefits sought

Question 11

Explain the concept of positioning for competitive advantage.

Accepted Answer

A product's position is the way the prod

Question 12

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Accepted Answer

Such marketers assume that all

Question 13

Firms that practise channel differentiation gain competitive advantage through the way they design their channel's coverage,expertise,and performance.

Accepted Answer

A) True 
 B)False

Question 14

Psychographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

Accepted Answer

A) True 
 B)False

Question 15

A market rarely exists for products that offer less and therefore cost less.

Accepted Answer

A) True 
 B)False

Question 16

Mass marketers,such as Walmart and Zellers,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

Accepted Answer

A) 	Undifferentiated marketing 
B) 	Differentiated marketing 
C) 	Target marketing 
D) 	Concentrated marketing 
E) 	Micromarketing 
A) 	Undifferentiated marketing 
B) 	Differentiated marketing 
C) 	Target marketing 
D) 	Concentrated marketing 
E) 	Micromarketing

Question 17

As You Like It Inc.customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

Accepted Answer

The answer of As You Like It Inc.customizes its offers...

Question 18

Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?

Accepted Answer

Perceptual positioning maps show consume

Question 19

Jolene Enterprises mass-produces an all-purpose floor cleaner,mass-distributes it,and mass-promotes it.This firm uses ________ marketing.

Accepted Answer

The answer of Jolene Enterprises mass-produces an all-purpose floor cleaner,mass-distributes...

Question 20

A company or market offer can be differentiated along the lines of product,image,services,channels,or ________.

Accepted Answer

The answer of A company or market offer can be...

Shampoo marketers rate buyers as light,medium,or heavy product users.This is ________ segmentation.

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

Imagine that you are presenting a workshop on the Requirements for Effective Segmentation.Briefly describe the five items that will help your audience understand your topic.

Although some large companies sell products in more than 200 countries,most international firms focus on a smaller set.

Rolex Watches uses ____________.It targets wealthy consumers with similar needs and buying behaviours,even though the consumers are located in different countries.

______________ is(are)often used to identify smaller,better-defined target groups.

In general,a company should enter only segments in which it can and .

Today,the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

Explain how market variability impacts the choice of a target-marketing strategy.

Marketers of expensive automobiles,cottage properties,and travel are most likely to use which of the following types of segmentation?

Explain the concept of positioning for competitive advantage.

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Firms that practise channel differentiation gain competitive advantage through the way they design their channel's coverage,expertise,and performance.

Psychographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

A market rarely exists for products that offer less and therefore cost less.

Mass marketers,such as Walmart and Zellers,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

As You Like It Inc.customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?

Jolene Enterprises mass-produces an all-purpose floor cleaner,mass-distributes it,and mass-promotes it.This firm uses ________ marketing.

A company or market offer can be differentiated along the lines of product,image,services,channels,or ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters

Exam 8: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Shampoo marketers rate buyers as light,medium,or heavy product users.This is ________ segmentation.

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

Imagine that you are presenting a workshop on the Requirements for Effective Segmentation.Briefly describe the five items that will help your audience understand your topic.

Although some large companies sell products in more than 200 countries,most international firms focus on a smaller set.

Rolex Watches uses ____________.It targets wealthy consumers with similar needs and buying behaviours,even though the consumers are located in different countries.

______________ is(are)often used to identify smaller,better-defined target groups.

In general,a company should enter only segments in which it can ________ and ________.

Today,the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

Explain how market variability impacts the choice of a target-marketing strategy.

Marketers of expensive automobiles,cottage properties,and travel are most likely to use which of the following types of segmentation?

Explain the concept of positioning for competitive advantage.

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Firms that practise channel differentiation gain competitive advantage through the way they design their channel's coverage,expertise,and performance.

Psychographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

A market rarely exists for products that offer less and therefore cost less.

Mass marketers,such as Walmart and Zellers,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

As You Like It Inc.customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?

Jolene Enterprises mass-produces an all-purpose floor cleaner,mass-distributes it,and mass-promotes it.This firm uses ________ marketing.

A company or market offer can be differentiated along the lines of product,image,services,channels,or ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters

In general,a company should enter only segments in which it can and .