Question 1

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 2

"Good" market segments are those that are:

Accepted Answer

A)  homogeneous between. 
B)  heterogeneous within. 
C)  operational and substantial. 
D)  international in nature. 
E)  All of these choices are correct. 
A)  homogeneous between. 
B)  heterogeneous within. 
C)  operational and substantial. 
D)  international in nature. 
E)  All of these choices are correct.

Question 3

"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)  whether some products are viewed as very similar. 
D)  All of these are true. 
A)  how closely existing products match customers' ideal preferences. 
B)  how customers think about proposed and/or present brands in a market. 
C)  whether some products are viewed as very similar. 
D)  All of these are true.

Question 4

Brainstorming is an important part of the _________ step in the seven-step approach for segmenting product-markets.

Accepted Answer

A)  "Identifying the determining dimensions" 
B)  "Identifying potential customers' needs" 
C)  "Forming homogeneous submarkets" 
D)  "Select the broad product-market" 
E)  "Estimate size of each product-market segment" 
A)  "Identifying the determining dimensions" 
B)  "Identifying potential customers' needs" 
C)  "Forming homogeneous submarkets" 
D)  "Select the broad product-market" 
E)  "Estimate size of each product-market segment"

Question 5

Which of the following statements about "segmenting" and "combining" is true?

Accepted Answer

A)  Combiners usually have more sales potential than segmenters. 
B)  A combiner tries to meet the demand in several segments. 
C)  Segmenters try to develop a marketing mix that will have general appeal for several market segments-to obtain economies of scale. 
D)  A segmenter assumes that a broad product-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 usually have more sales potential than segmenters. 
B)  A combiner tries to meet the demand in several segments. 
C)  Segmenters try to develop a marketing mix that will have general appeal for several market segments-to obtain economies of scale. 
D)  A segmenter assumes that a broad product-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.

Question 6

Which of the following statements is True regarding positioning?

Accepted Answer

A)  Positioning refers to how managers think about proposed or present brands in a market. 
B)  Positioning issues are not important when competitors in a market appear to be very similar. 
C)  Usually, the positions of products are related to six or seven product features that are important to product managers. 
D)  None of these statements is true. 
A)  Positioning refers to how managers think about proposed or present brands in a market. 
B)  Positioning issues are not important when competitors in a market appear to be very similar. 
C)  Usually, the positions of products are related to six or seven product features that are important to product managers. 
D)  None of these statements is true.

Question 7

In the example for the 7-step approach (discussed in the text), the "long-stay guests" and the "event-centered visitors" should be combined because both groups will likely be at the motel for an extended period of time.

Accepted Answer

A) True 
 B)False

Question 8

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 9

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 10

According to the text, segmenting:

Accepted Answer

A)  is a disaggregating or "breaking down" process. 
B)  assumes that each person should be treated as a separate target market. 
C)  assumes that all customers can be clustered into profitable market segments. 
D)  is an aggregating process. 
E)  uses scientific rules to decide how many submarkets exist. 
A)  is a disaggregating or "breaking down" process. 
B)  assumes that each person should be treated as a separate target market. 
C)  assumes that all customers can be clustered into profitable market segments. 
D)  is an aggregating process. 
E)  uses scientific rules to decide how many submarkets exist.

Question 11

Segmenting international markets (as contrasted with domestic markets):

Accepted Answer

A)  is more complicated because qualifying dimensions are not helpful. 
B)  may be more difficult because critical data may not be available or dependable. 
C)  usually involves less risk because more potential target markets are available. 
D)  usually involves fewer segmenting dimensions. 
E)  None of these alternatives is true. 
A)  is more complicated because qualifying dimensions are not helpful. 
B)  may be more difficult because critical data may not be available or dependable. 
C)  usually involves less risk because more potential target markets are available. 
D)  usually involves fewer segmenting dimensions. 
E)  None of these alternatives is true.

Question 12

A _____ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.

Accepted Answer

A)  market segment 
B)  market grid 
C)  consumer network 
D)  market network 
E)  generic market 
A)  market segment 
B)  market grid 
C)  consumer network 
D)  market network 
E)  generic market

Question 13

Segmenting dimensions

Accepted Answer

A)  are useful for segmenting consumer markets, but not business markets. 
B)  help guide marketing mix planning. 
C)  are always demographic or geographic. 
D)  fall into two general categories: qualifying and purchasing. 
E)  may be called qualifying or non-qualifying. 
A)  are useful for segmenting consumer markets, but not business markets. 
B)  help guide marketing mix planning. 
C)  are always demographic or geographic. 
D)  fall into two general categories: qualifying and purchasing. 
E)  may be called qualifying or non-qualifying.

Question 14

Marketing managers want market segments to have each of the following characteristics EXCEPT:

Accepted Answer

A)  As similar as possible within segments. 
B)  As different as possible between segments. 
C)  As numerous as possible. 
D)  Useful for identifying marketing mix variables. 
E)  Large enough to be profitable. 
A)  As similar as possible within segments. 
B)  As different as possible between segments. 
C)  As numerous as possible. 
D)  Useful for identifying marketing mix variables. 
E)  Large enough to be profitable.

Question 15

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

Accepted Answer

A) True 
 B)False

Question 16

Target marketers who are "segmenters":

Accepted Answer

A)  increase the size of their target markets by combining two or more segments. 
B)  use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences. 
C)  believe that one marketing mix works well enough with multiple submarkets, even though the target groups have some distinct differences. 
D)  use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together. 
E)  are called mass marketers. 
A)  increase the size of their target markets by combining two or more segments. 
B)  use one marketing mix to appeal to multiple submarkets, even though the submarkets have some distinct differences. 
C)  believe that one marketing mix works well enough with multiple submarkets, even though the target groups have some distinct differences. 
D)  use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together. 
E)  are called mass marketers.

Question 17

The seven-step approach to market segmentation does not consider whether a particular submarket can be profitable to the firm until Step 7.

Accepted Answer

A) True 
 B)False

Question 18

______________ 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 19

A generic market description should NOT include any:

Accepted Answer

A)  customer needs. 
B)  geographic area. 
C)  product type. 
D)  customer types. 
E)  All of these should be included in a generic market description. 
A)  customer needs. 
B)  geographic area. 
C)  product type. 
D)  customer types. 
E)  All of these should be included in a generic market description.

Question 20

The MOST USEFUL dimensions for segmenting markets are:

Accepted Answer

A)  Geographic and demographic dimensions. 
B)  brand familiarity and consumption patterns. 
C)  social class. 
D)  benefits sought. 
E)  It depends on what product-market one is segmenting. 
A)  Geographic and demographic dimensions. 
B)  brand familiarity and consumption patterns. 
C)  social class. 
D)  benefits sought. 
E)  It depends on what product-market one is segmenting.

Product type determining dimensions

"Good" market segments are those that are:

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

Brainstorming is an important part of the _________ step in the seven-step approach for segmenting product-markets.

Which of the following statements about "segmenting" and "combining" is true?

Which of the following statements is True regarding positioning?

In the example for the 7-step approach (discussed in the text), the "long-stay guests" and the "event-centered visitors" should be combined because both groups will likely be at the motel for an extended period of time.

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

According to the text, segmenting:

Segmenting international markets (as contrasted with domestic markets):

A _____ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.

Segmenting dimensions

Marketing managers want market segments to have each of the following characteristics EXCEPT:

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

Target marketers who are "segmenters":

The seven-step approach to market segmentation does not consider whether a particular submarket can be profitable to the firm until Step 7.

______________ 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.

A generic market description should NOT include any:

The MOST USEFUL dimensions for segmenting markets are:

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

Product type determining dimensions

"Good" market segments are those that are:

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

Brainstorming is an important part of the _________ step in the seven-step approach for segmenting product-markets.

Which of the following statements about "segmenting" and "combining" is true?

Which of the following statements is True regarding positioning?

In the example for the 7-step approach (discussed in the text), the "long-stay guests" and the "event-centered visitors" should be combined because both groups will likely be at the motel for an extended period of time.

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

According to the text, segmenting:

Segmenting international markets (as contrasted with domestic markets):

A _____ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.

Segmenting dimensions

Marketing managers want market segments to have each of the following characteristics EXCEPT:

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

Target marketers who are "segmenters":

The seven-step approach to market segmentation does not consider whether a particular submarket can be profitable to the firm until Step 7.

______________ 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.

A generic market description should NOT include any:

The MOST USEFUL dimensions for segmenting markets are:

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