Question 1

International marketing typically requires less segmenting than domestic markets.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  the meat market. 
B)  the minivan market. 
C)  the e-commerce market. 
D)  the beer market. 
E)  the "singles" entertaining market. 
A)  the meat market. 
B)  the minivan market. 
C)  the e-commerce market. 
D)  the beer market. 
E)  the "singles" entertaining market.

Question 3

When segmenting broad product-markets, cost considerations tend

Accepted Answer

A)  to encourage managers to disregard the criterion that a product-market segment should be substantial. 
B)  to lead to more aggregating. 
C)  to be unimportant as long as the segmenting dimensions are operational. 
D)  to lead to a large number of small, but very homogeneous, product-market segments. 
E)  All of these are true. 
A)  to encourage managers to disregard the criterion that a product-market segment should be substantial. 
B)  to lead to more aggregating. 
C)  to be unimportant as long as the segmenting dimensions are operational. 
D)  to lead to a large number of small, but very homogeneous, product-market segments. 
E)  All of these are true.

Question 4

A generic market

Accepted Answer

A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct. 
A)  related to a consumer's functional need is smaller than a related product-market. 
B)  might involve competition among skis, roller blades, bicycles, and ice skates. 
C)  might logically include rubber, cement, a lamp, and a CD player. 
D)  is usually narrower than the firm's target market. 
E)  All of these choices are correct.

Question 5

______________ 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 6

The disaggregating step in market segmentation involves

Accepted Answer

A)  brainstorming about very different solutions to various generic needs. 
B)  looking for similarities in needs. 
C)  selecting target markets. 
D)  developing suitable marketing mixes. 
E)  selecting a target marketing approach. 
A)  brainstorming about very different solutions to various generic needs. 
B)  looking for similarities in needs. 
C)  selecting target markets. 
D)  developing suitable marketing mixes. 
E)  selecting a target marketing approach.

Question 7

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

Accepted Answer

A)  Long-stem roses 
B)  A tomato 
C)  Champagne 
D)  A greeting card 
E)  A telegram 
A)  Long-stem roses 
B)  A tomato 
C)  Champagne 
D)  A greeting card 
E)  A telegram

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

In the seven-step approach, qualifying dimensions are identified in Step 3 but determining dimensions are not identified until Step 4.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

Accepted Answer

A)  Taste. 
B)  Income. 
C)  Age. 
D)  Sex. 
E)  None of these is likely to be a DETERMINING dimension in this situation. 
A)  Taste. 
B)  Income. 
C)  Age. 
D)  Sex. 
E)  None of these is likely to be a DETERMINING dimension in this situation.

Question 11

A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:

Accepted Answer

A)  Clustering management system. 
B)  Product positioning matrix. 
C)  Product differentiation matrix. 
D)  Diversification management system. 
E)  Customer relationship management system. 
A)  Clustering management system. 
B)  Product positioning matrix. 
C)  Product differentiation matrix. 
D)  Diversification management system. 
E)  Customer relationship management system.

Question 12

When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n):

Accepted Answer

A)  copycat. 
B)  innovator. 
C)  me-too imitator. 
D)  first mover. 
A)  copycat. 
B)  innovator. 
C)  me-too imitator. 
D)  first mover.

Question 13

Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except:

Accepted Answer

A)  Marketers can fine tune their marketing mixes, thus providing superior value to customers. 
B)  Marketers can build a competitive advantage by effectively meeting customers' needs. 
C)  Customers will view the firm's offerings as uniquely suited to their preferences and needs. 
D)  Managers can identify the best technology for improving production methods. 
E)  Managers will gain a clear, shared vision for how to proceed with marketing mix decisions. 
A)  Marketers can fine tune their marketing mixes, thus providing superior value to customers. 
B)  Marketers can build a competitive advantage by effectively meeting customers' needs. 
C)  Customers will view the firm's offerings as uniquely suited to their preferences and needs. 
D)  Managers can identify the best technology for improving production methods. 
E)  Managers will gain a clear, shared vision for how to proceed with marketing mix decisions.

Question 14

Market segmentation:

Accepted Answer

A)  means the same thing as marketing strategy planning. 
B)  assumes that most submarkets can be satisfied by the same marketing mix. 
C)  is the same thing as positioning. 
D)  tries to identify homogeneous submarkets within a product-market. 
E)  None of these choices regarding market segmentation is true. 
A)  means the same thing as marketing strategy planning. 
B)  assumes that most submarkets can be satisfied by the same marketing mix. 
C)  is the same thing as positioning. 
D)  tries to identify homogeneous submarkets within a product-market. 
E)  None of these choices regarding market segmentation is true.

Question 15

Qualifying dimensions

Accepted Answer

A)  need to be very specific. 
B)  help identify the "core benefits." 
C)  work in isolation in marketing strategy planning. 
D)  affect the customer's purchase of a particular product. 
E)  affect the customer's brand choice. 
A)  need to be very specific. 
B)  help identify the "core benefits." 
C)  work in isolation in marketing strategy planning. 
D)  affect the customer's purchase of a particular product. 
E)  affect the customer's brand choice.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

Which of the following would be a determining dimension for a customer who needs to buy a marketing textbook for school?

Accepted Answer

A)  Avid reader 
B)  Status as college student 
C)  Income level 
D)  Traveler 
E)  Age 
A)  Avid reader 
B)  Status as college student 
C)  Income level 
D)  Traveler 
E)  Age

Question 19

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Accepted Answer

A) True 
 B)False

Question 20

Target marketers create marketing mixes for:

Accepted Answer

A)  all customer needs. 
B)  some generic market. 
C)  multiple generic markets. 
D)  one broad product market. 
E)  homogeneous product-market segments. 
A)  all customer needs. 
B)  some generic market. 
C)  multiple generic markets. 
D)  one broad product market. 
E)  homogeneous product-market segments.

International marketing typically requires less segmenting than domestic markets.

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

When segmenting broad product-markets, cost considerations tend

A generic market

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

The disaggregating step in market segmentation involves

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

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

In the seven-step approach, qualifying dimensions are identified in Step 3 but determining dimensions are not identified until Step 4.

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:

When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n):

Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except:

Market segmentation:

Qualifying dimensions

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

Which of the following would be a determining dimension for a customer who needs to buy a marketing textbook for school?

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Target marketers create marketing mixes for:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

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

Promotionintroduction 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

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

International marketing typically requires less segmenting than domestic markets.

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

When segmenting broad product-markets, cost considerations tend

A generic market

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

The disaggregating step in market segmentation involves

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

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

In the seven-step approach, qualifying dimensions are identified in Step 3 but determining dimensions are not identified until Step 4.

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a:

When a company becomes aware that a new product is being test marketed by one of its competitors in St. Louis, it decides to create a similar product and rush it to market. This company can be described as a(n):

Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except:

Market segmentation:

Qualifying dimensions

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

Which of the following would be a determining dimension for a customer who needs to buy a marketing textbook for school?

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.

Target marketers create marketing mixes for:

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

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

Promotionintroduction 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

Filters