Question 1

Segmenting international markets can be more difficult because:

Accepted Answer

A)  the concepts and approaches for segmenting domestic markets simply do not apply. 
B)  there are more dimensions and many unfamiliar variables. 
C)  there are fewer useful dimensions. 
D)  a manager must rely entirely on his or her own judgments about people in other countries. 
E)  the quantity and quality of available market data are usually greater. 
A)  the concepts and approaches for segmenting domestic markets simply do not apply. 
B)  there are more dimensions and many unfamiliar variables. 
C)  there are fewer useful dimensions. 
D)  a manager must rely entirely on his or her own judgments about people in other countries. 
E)  the quantity and quality of available market data are usually greater.

Question 2

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Accepted Answer

A)  The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of the above. 
E)  Only A and B above. 
A)  The segments should be substantial--big enough to be profitable--and operational--useful for identifying customers and deciding on marketing mix variables. 
B)  The people within a market segment should be as homogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
C)  The people in different market segments should be as heterogeneous as possible with respect to the segmenting dimensions and their likely response to marketing mix variables. 
D)  All of the above. 
E)  Only A and B above.

Question 3

A product-market segment is "operational" if it is big enough to be profitable to the firm.

Accepted Answer

A) True 
 B)False

Question 4

CRM approaches are based on information from detailed customer databases.

Accepted Answer

A) True 
 B)False

Question 5

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Accepted Answer

A) True 
 B)False

Question 6

Clustering techniques can be used in segmenting to help find similar patterns within sets of data--to identify homogeneous groups of people.

Accepted Answer

A) True 
 B)False

Question 7

A generic market

Accepted Answer

A)  may include sellers who compete in different product-markets. 
B)  would probably be broader than the firm's target market. 
C)  might be composed of several different product-markets. 
D)  All of the above are true. 
E)  None of the above is true. 
A)  may include sellers who compete in different product-markets. 
B)  would probably be broader than the firm's target market. 
C)  might be composed of several different product-markets. 
D)  All of the above are true. 
E)  None of the above is true.

Question 8

The seven-step approach to segmenting product-markets (discussed in the text) helps narrow down from a broad set of opportunities to a specific target market and marketing strategy.

Accepted Answer

A) True 
 B)False

Question 9

Product type determining dimensions

Accepted Answer

A)  are generally relevant to purchasing behavior. 
B)  affect the customer's purchase of a specific product brand. 
C)  affect the customer's choice of a specific kind of product. 
D)  are relevant to including a customer type in the product-market. 
E)  are less specific than qualifying dimensions. 
A)  are generally relevant to purchasing behavior. 
B)  affect the customer's purchase of a specific product brand. 
C)  affect the customer's choice of a specific kind of product. 
D)  are relevant to including a customer type in the product-market. 
E)  are less specific than qualifying dimensions.

Question 10

A product-market definition should include:

Accepted Answer

A)  product type. 
B)  customer types. 
C)  customer needs. 
D)  geographic area. 
E)  All of the above. 
A)  product type. 
B)  customer types. 
C)  customer needs. 
D)  geographic area. 
E)  All of the above.

Question 11

A transistor radio, an MP3 player, and a portable CD player might compete in the same

Accepted Answer

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

Question 12

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)  The adult "personal expression" market 
B)  The roller blade market 
C)  The female exercise shoes market 
D)  The sports drink market 
E)  The sporting goods market 
A)  The adult "personal expression" market 
B)  The roller blade market 
C)  The female exercise shoes market 
D)  The sports drink market 
E)  The sporting goods market

Question 14

A product-market is one

Accepted Answer

A)  in which exchanges are based on barter rather than money. 
B)  where one seller has a patent for a superior product and other firms try to imitate the leader the best they can. 
C)  where all of the customers want the same product but will consider a substitute if their preferred brand is not available. 
D)  in which competing sellers offer physically or conceptually similar products. 
E)  in which no intermediaries operate. 
A)  in which exchanges are based on barter rather than money. 
B)  where one seller has a patent for a superior product and other firms try to imitate the leader the best they can. 
C)  where all of the customers want the same product but will consider a substitute if their preferred brand is not available. 
D)  in which competing sellers offer physically or conceptually similar products. 
E)  in which no intermediaries operate.

Question 15

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

Accepted Answer

A) True 
 B)False

Question 16

______________ segmenting dimensions help decide whether a person might be a potential customer--but not which specific products or brands that person might buy.

Accepted Answer

A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related 
A)  Determining 
B)  Qualifying 
C)  Operational 
D)  Customer-related 
E)  Situation-related

Question 17

Gina Williams wanted to start a decorating business. She identified several possible target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following:

Accepted Answer

A)  A multiple target market approach. 
B)  A single target market approach. 
C)  A combined target market approach. 
D)  A mass marketing approach. 
E)  None of the above. 
A)  A multiple target market approach. 
B)  A single target market approach. 
C)  A combined target market approach. 
D)  A mass marketing approach. 
E)  None of the above.

Question 18

"Qualifying dimensions," in contrast to "determining dimensions,"

Accepted Answer

A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of the above is true. 
A)  are the only kind of dimensions useful for marketing strategy planning. 
B)  indicate whether a person might be a potential customer but do not show which product or brand that person might buy. 
C)  are the customer-related dimensions in a product-market. 
D)  affect the product or brand a person is likely to purchase. 
E)  None of the above is true.

Question 19

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Accepted Answer

A)  customer relationship management 
B)  qualifying dimensions 
C)  a positioning matrix 
D)  geographic targeting 
E)  clustering 
A)  customer relationship management 
B)  qualifying dimensions 
C)  a positioning matrix 
D)  geographic targeting 
E)  clustering

Question 20

Compared to a product-market, a generic market:

Accepted Answer

A)  Is more narrowly defined. 
B)  Has sellers offering a more diverse set of products. 
C)  Can never help marketers identify opportunities. 
D)  All of the above. 
E)  None of the above. 
A)  Is more narrowly defined. 
B)  Has sellers offering a more diverse set of products. 
C)  Can never help marketers identify opportunities. 
D)  All of the above. 
E)  None of the above.

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Segmenting international markets can be more difficult because:

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

A product-market segment is "operational" if it is big enough to be profitable to the firm.

CRM approaches are based on information from detailed customer databases.

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Clustering techniques can be used in segmenting to help find similar patterns within sets of data--to identify homogeneous groups of people.

A generic market

The seven-step approach to segmenting product-markets (discussed in the text) helps narrow down from a broad set of opportunities to a specific target market and marketing strategy.

Product type determining dimensions

A product-market definition should include:

A transistor radio, an MP3 player, and a portable CD player might compete in the same

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.

Which of the following is the BEST example of a "generic market?"

A product-market is one

Marketing-oriented managers see segmenting as a process of aggregating people with similar needs into a group.

______________ segmenting dimensions help decide whether a person might be a potential customer--but not which specific products or brands that person might buy.

Gina Williams wanted to start a decorating business. She identified several possible target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following:

"Qualifying dimensions," in contrast to "determining dimensions,"

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change. This is an example of a ______ system.

Compared to a product-market, a generic market:

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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