Question 1

When Procter & Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is P&G using?

Accepted Answer

A)  Multiple 
B)  Single 
C)  Combined 
D)  Generic 
E)  Clustering 
A)  Multiple 
B)  Single 
C)  Combined 
D)  Generic 
E)  Clustering A

Question 2

In the seven-step approach, the basic comfort needs (heating and cooling, a good bed, a clean bathroom) and other needs like a telephone and safety/security are the qualifying needs, not the determining needs.

Accepted Answer

A) True 
 B)False  True

Question 3

Segmenting and combining are two alternate approaches to developing market-oriented strategies. Which of the following statements concerning these approaches is true?

Accepted Answer

A)  Combiners treat each submarket as a separate target market. 
B)  Segmenters try to develop a marketing mix that will have general appeal to several market segments. 
C)  A combiner looks at various submarkets for similarities rather than differences. 
D)  A segmenter assumes that the whole market consists of a fairly homogeneous group of customers. 
E)  Both segmenters and combiners try to satisfy some people very well rather than a lot of people fairly well. 
A)  Combiners treat each submarket as a separate target market. 
B)  Segmenters try to develop a marketing mix that will have general appeal to several market segments. 
C)  A combiner looks at various submarkets for similarities rather than differences. 
D)  A segmenter assumes that the whole market consists of a fairly homogeneous group of customers. 
E)  Both segmenters and combiners try to satisfy some people very well rather than a lot of people fairly well. C

Question 4

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Accepted Answer

A)  Multiple. 
B)  Single. 
C)  Exclusive. 
D)  Combined. 
E)  All of the above are target marketing approaches. 
A)  Multiple. 
B)  Single. 
C)  Exclusive. 
D)  Combined. 
E)  All of the above are target marketing approaches.

Question 5

"Positioning" might cause a marketing manager to:

Accepted Answer

A)  introduce a new product for a segment with unsatisfied needs. 
B)  change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C)  shift attention to another market segment where competition is weaker. 
D)  physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E)  Any of the above. 
A)  introduce a new product for a segment with unsatisfied needs. 
B)  change a product's promotion to make its image fit more closely with the needs and attitudes of the target market. 
C)  shift attention to another market segment where competition is weaker. 
D)  physically change his or her product to compete more effectively with a competitor aiming at the same target market. 
E)  Any of the above.

Question 6

Which of the following segmenting dimensions probably would be LEAST LIKELY to result in segments that would meet the criteria that product-market segments should be "operational?"

Accepted Answer

A)  Geographic region. 
B)  Personality. 
C)  Family size. 
D)  Age. 
E)  Income level. 
A)  Geographic region. 
B)  Personality. 
C)  Family size. 
D)  Age. 
E)  Income level.

Question 7

Which of the following statements about positioning is NOT TRUE?

Accepted Answer

A)  It often makes use of techniques such as perceptual mapping. 
B)  It refers to how customers think about proposed or present brands in a market. 
C)  Positioning issues are especially important when competitors in a market are very dissimilar. 
D)  It helps marketing managers know how customers view the firm's offering. 
E)  Managers make graphs for positioning decisions by asking consumers to make judgments about different brands. 
A)  It often makes use of techniques such as perceptual mapping. 
B)  It refers to how customers think about proposed or present brands in a market. 
C)  Positioning issues are especially important when competitors in a market are very dissimilar. 
D)  It helps marketing managers know how customers view the firm's offering. 
E)  Managers make graphs for positioning decisions by asking consumers to make judgments about different brands.

Question 8

Which of the following is a possible danger when using a combining approach to target marketing?

Accepted Answer

A)  Competitors may do a better job appealing to submarkets. 
B)  Coordinating the different marketing mixes for the different segments is difficult. 
C)  The target market may become larger over time. 
D)  Economies of scale may develop. 
E)  All are dangers. 
A)  Competitors may do a better job appealing to submarkets. 
B)  Coordinating the different marketing mixes for the different segments is difficult. 
C)  The target market may become larger over time. 
D)  Economies of scale may develop. 
E)  All are dangers.

Question 9

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

Accepted Answer

A)  Combiners 
B)  Segmenters 
C)  Segment aggregators 
D)  Segment combiners 
E)  Multipliers 
A)  Combiners 
B)  Segmenters 
C)  Segment aggregators 
D)  Segment combiners 
E)  Multipliers

Question 10

A firm's "relevant market for finding opportunities" should:

Accepted Answer

A)  be limited to products the firm already produces. 
B)  be bigger than the firm's present product-market--but not so big that the firm could not be an important competitor. 
C)  have no geographic boundaries. 
D)  be as large a possible. 
E)  be no larger than the firm's present product-market. 
A)  be limited to products the firm already produces. 
B)  be bigger than the firm's present product-market--but not so big that the firm could not be an important competitor. 
C)  have no geographic boundaries. 
D)  be as large a possible. 
E)  be no larger than the firm's present product-market.

Question 11

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach.

Accepted Answer

A)  particular 
B)  multiple 
C)  combined 
D)  compound 
E)  blended 
A)  particular 
B)  multiple 
C)  combined 
D)  compound 
E)  blended

Question 12

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Accepted Answer

A) True 
 B)False

Question 13

Saying that a "good" product-market segment should be substantial means

Accepted Answer

A)  that the company does not have to worry about substantial competition for a long time. 
B)  that people should have substantially different reactions to marketing mix variables. 
C)  it should be large enough to be profitable. 
D)  that people in different market segments should be as different as possible. 
E)  None of the above is true. 
A)  that the company does not have to worry about substantial competition for a long time. 
B)  that people should have substantially different reactions to marketing mix variables. 
C)  it should be large enough to be profitable. 
D)  that people in different market segments should be as different as possible. 
E)  None of the above is true.

Question 14

identifying potential customers' needs?

Accepted Answer

A)  Identify the determining dimensions. 
B)  Form homogeneous submarkets. 
C)  Name the possible product-markets. 
D)  Estimate of the size of each product-market segment. 
E)  Evaluate product-market segmentation behaviors. 
A)  Identify the determining dimensions. 
B)  Form homogeneous submarkets. 
C)  Name the possible product-markets. 
D)  Estimate of the size of each product-market segment. 
E)  Evaluate product-market segmentation behaviors.

Question 15

A digital camera, a computer video-cam, and a computer scanner might compete in the same

Accepted Answer

A)  single target market. 
B)  generic market. 
C)  multiple target market. 
D)  combined target market. 
E)  product-market. 
A)  single target market. 
B)  generic market. 
C)  multiple target market. 
D)  combined target market. 
E)  product-market.

Question 16

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Accepted Answer

A) True 
 B)False

Question 17

______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Accepted Answer

A)  Market segmentation 
B)  Strategic planning 
C)  Mass marketing 
D)  Market positioning 
E)  Implementation 
A)  Market segmentation 
B)  Strategic planning 
C)  Mass marketing 
D)  Market positioning 
E)  Implementation

Question 18

"Positioning" is a marketing management aid which refers to:

Accepted Answer

A)  how closely existing products match customers' ideal preferences. 
B)  how customers think about proposed and/or present brands in a market. 
C)  if some products are viewed as very similar. 
D)  All of the above. 
E)  None of the above. 
A)  how closely existing products match customers' ideal preferences. 
B)  how customers think about proposed and/or present brands in a market. 
C)  if some products are viewed as very similar. 
D)  All of the above. 
E)  None of the above.

Question 19

Which of the following is NOT part of a product-market definition?

Accepted Answer

A)  information about consumer needs 
B)  information about the final customer (or user) of the product 
C)  information about which specific retailers will sell the product 
D)  a description of the type of product 
E)  All of these should be included. 
A)  information about consumer needs 
B)  information about the final customer (or user) of the product 
C)  information about which specific retailers will sell the product 
D)  a description of the type of product 
E)  All of these should be included.

Question 20

Which is the first step in market segmentation?

Accepted Answer

A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of the above. 
A)  Finding one or two demographic characteristics to divide up the whole mass market. 
B)  Clustering people with similar needs into a market segment. 
C)  Naming a broad product-market of interest to the firm. 
D)  Evaluating market segments to determine if they are large enough. 
E)  None of the above.

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When Procter & Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is P&G using?

In the seven-step approach, the basic comfort needs (heating and cooling, a good bed, a clean bathroom) and other needs like a telephone and safety/security are the qualifying needs, not the determining needs.

Segmenting and combining are two alternate approaches to developing market-oriented strategies. Which of the following statements concerning these approaches is true?

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

"Positioning" might cause a marketing manager to:

Which of the following segmenting dimensions probably would be LEAST LIKELY to result in segments that would meet the criteria that product-market segments should be "operational?"

Which of the following statements about positioning is NOT TRUE?

Which of the following is a possible danger when using a combining approach to target marketing?

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

A firm's "relevant market for finding opportunities" should:

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach.

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Saying that a "good" product-market segment should be substantial means

identifying potential customers' needs?

A digital camera, a computer video-cam, and a computer scanner might compete in the same

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

"Positioning" is a marketing management aid which refers to:

Which of the following is NOT part of a product-market definition?

Which is the first step in market segmentation?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Demographic Dimensions of Global Consumer Markets

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers,wholesalers,and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

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