Question 1

Segmenters, in contrast to combiners:

Accepted Answer

A)  try to aim at homogeneous submarkets of larger product-markets. 
B)  see one aggregate demand curve for a generic market. 
C)  are accepting the likelihood of lower sales. 
D)  assume that everyone in a broad product-market has the same needs. 
E)  develop general-purpose marketing mixes that appeal to several submarkets. 
A)  try to aim at homogeneous submarkets of larger product-markets. 
B)  see one aggregate demand curve for a generic market. 
C)  are accepting the likelihood of lower sales. 
D)  assume that everyone in a broad product-market has the same needs. 
E)  develop general-purpose marketing mixes that appeal to several submarkets.

Question 2

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Accepted Answer

A) True 
 B)False

Question 3

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 4

In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ____.

Accepted Answer

A)  combiner 
B)  value operator 
C)  market leader 
D)  segmenter 
E)  multi-segmenter 
A)  combiner 
B)  value operator 
C)  market leader 
D)  segmenter 
E)  multi-segmenter

Question 5

A basic difference between a "generic market" and a "product-market" is:

Accepted Answer

A)  whether or not sellers in the market rely on e-commerce. 
B)  how similar the competing sellers' products are. 
C)  whether customer needs are similar or different. 
D)  whether the market includes only buyers--or both buyers and sellers. 
E)  There is NO DIFFERENCE--the terms mean the same thing. 
A)  whether or not sellers in the market rely on e-commerce. 
B)  how similar the competing sellers' products are. 
C)  whether customer needs are similar or different. 
D)  whether the market includes only buyers--or both buyers and sellers. 
E)  There is NO DIFFERENCE--the terms mean the same thing.

Question 6

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Accepted Answer

A)  Market penetration. 
B)  Market segmentation. 
C)  Market development. 
D)  Market research. 
E)  Market pioneering. 
A)  Market penetration. 
B)  Market segmentation. 
C)  Market development. 
D)  Market research. 
E)  Market pioneering.

Question 7

When doing "positioning," a marketing manager should:

Accepted Answer

A)  avoid targeting strategies. 
B)  focus on specific product features of all generic competitors. 
C)  rely on how customers think about proposed and/or existing brands in a market. 
D)  plan physical product changes rather than image changes. 
E)  All of the above. 
A)  avoid targeting strategies. 
B)  focus on specific product features of all generic competitors. 
C)  rely on how customers think about proposed and/or existing brands in a market. 
D)  plan physical product changes rather than image changes. 
E)  All of the above.

Question 8

Which of the following is LEAST likely to compete in the same generic market with the others?

Accepted Answer

A)  Pop corn. 
B)  Soft drink. 
C)  Napkin. 
D)  Cookie. 
E)  Ice cream. 
A)  Pop corn. 
B)  Soft drink. 
C)  Napkin. 
D)  Cookie. 
E)  Ice cream.

Question 9

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Accepted Answer

A)  planned 
B)  target 
C)  central 
D)  generic 
E)  relevant 
A)  planned 
B)  target 
C)  central 
D)  generic 
E)  relevant

Question 10

Which of the following statements about positioning is NOT true? Positioning techniques

Accepted Answer

A)  position products on a graph based on price level and quantity demanded. 
B)  require a firm to collect data about consumer perceptions of products. 
C)  are sometimes called "perceptual mapping" techniques. 
D)  typically rely on a "product space" diagram to show the relationship among various products. 
E)  may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered. 
A)  position products on a graph based on price level and quantity demanded. 
B)  require a firm to collect data about consumer perceptions of products. 
C)  are sometimes called "perceptual mapping" techniques. 
D)  typically rely on a "product space" diagram to show the relationship among various products. 
E)  may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered.

Question 11

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

Accepted Answer

A)  a product's ability to provide both immediate satisfaction and social responsibility. 
B)  how customers think about proposed and/or present brands in a market. 
C)  a firm's ability to distribute products through intermediaries who are in the right position to reach target customers. 
D)  how a firm approaches customer relationship management. 
E)  all of the above. 
A)  a product's ability to provide both immediate satisfaction and social responsibility. 
B)  how customers think about proposed and/or present brands in a market. 
C)  a firm's ability to distribute products through intermediaries who are in the right position to reach target customers. 
D)  how a firm approaches customer relationship management. 
E)  all of the above.

Question 12

Combiners (as opposed to segmenters):

Accepted Answer

A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers--they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments. 
A)  try to satisfy target customers "very well" rather than "pretty well." 
B)  try to develop a different marketing mix for each submarket. 
C)  want to avoid "inviting" competition. 
D)  are not target marketers--they aim at everybody. 
E)  try to increase the size of their target markets by combining two or more market segments.

Question 13

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Accepted Answer

A) True 
 B)False

Question 14

Planning marketing strategies for international markets:

Accepted Answer

A)  is usually most effective when the marketing manager uses the same marketing strategy for all markets. 
B)  is often easier than planning domestic strategies because economic, political, and other uncontrollable variables are less important. 
C)  is "easy" because each country should be treated as one target market. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  is usually most effective when the marketing manager uses the same marketing strategy for all markets. 
B)  is often easier than planning domestic strategies because economic, political, and other uncontrollable variables are less important. 
C)  is "easy" because each country should be treated as one target market. 
D)  All of the above are true. 
E)  None of the above is true.

Question 15

When a company provides its advertising agency with a statement about a new product to use in designing an advertising campaign, and this statement includes a description of the target market, the product type, the primary benefits of using the product, and how this product is different from, and better than, competitive products, what type of statement is this?

Accepted Answer

A)  Qualifying 
B)  Positioning 
C)  Determining 
D)  Clustering 
E)  Combining 
A)  Qualifying 
B)  Positioning 
C)  Determining 
D)  Clustering 
E)  Combining

Question 16

Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ____ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

Accepted Answer

A)  particular target market 
B)  multiple target market 
C)  combined target market 
D)  product-market target market 
E)  specialty targeting 
A)  particular target market 
B)  multiple target market 
C)  combined target market 
D)  product-market target market 
E)  specialty targeting

Question 17

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Accepted Answer

A) True 
 B)False

Question 18

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Accepted Answer

A) True 
 B)False

Question 19

Ideally, product-markets should be described in terms of:

Accepted Answer

A)  behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns. 
B)  urgency to get needs satisfied and desire and willingness to compare and shop. 
C)  geographic location and other demographic characteristics of potential customers. 
D)  All of the above. 
E)  Only A and B above. 
A)  behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns. 
B)  urgency to get needs satisfied and desire and willingness to compare and shop. 
C)  geographic location and other demographic characteristics of potential customers. 
D)  All of the above. 
E)  Only A and B above.

Question 20

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

Accepted Answer

A) True 
 B)False

Segmenters, in contrast to combiners:

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

A basic difference between a "generic market" and a "product-market" is:

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

When doing "positioning," a marketing manager should:

Which of the following is LEAST likely to compete in the same generic market with the others?

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Which of the following statements about positioning is NOT true? Positioning techniques

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

Combiners (as opposed to segmenters):

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Planning marketing strategies for international markets:

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Ideally, product-markets should be described in terms of:

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

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

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Segmenters, in contrast to combiners:

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

A basic difference between a "generic market" and a "product-market" is:

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

When doing "positioning," a marketing manager should:

Which of the following is LEAST likely to compete in the same generic market with the others?

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Which of the following statements about positioning is NOT true? Positioning techniques

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

Combiners (as opposed to segmenters):

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Planning marketing strategies for international markets:

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Ideally, product-markets should be described in terms of:

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

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

Filters