Question 1

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. A

Question 2

Compared to qualifying dimensions, determining dimensions

Accepted Answer

A)  are more likely to be related to whether a customer will make a purchase in the product-market at all. 
B)  help identify the "core benefits" offered to everyone in the product market. 
C)  are usually much more specific. 
D)  are relevant to including a customer type. 
E)  None of these is true. 
A)  are more likely to be related to whether a customer will make a purchase in the product-market at all. 
B)  help identify the "core benefits" offered to everyone in the product market. 
C)  are usually much more specific. 
D)  are relevant to including a customer type. 
E)  None of these is true. C

Question 3

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. D

Question 4

A generic market description looks at market broadly and from a customer's viewpoint.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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 7

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

Accepted Answer

A) True 
 B)False

Question 8

A "good" market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

Accepted Answer

A) True 
 B)False

Question 9

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 10

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Accepted Answer

A) True 
 B)False

Question 11

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

Accepted Answer

A) True 
 B)False

Question 12

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 13

A marketing manager has just learned about generic markets. This may lead the manager

Accepted Answer

A)  to see a larger set of potential competitors. 
B)  to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities. 
C)  to think about new ways of satisfying the needs of her current customers. 
D)  All of these alternatives are correct. 
A)  to see a larger set of potential competitors. 
B)  to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities. 
C)  to think about new ways of satisfying the needs of her current customers. 
D)  All of these alternatives are correct.

Question 14

BEHAVIORAL (rather than DEMOGRAPHIC) segmenting dimensions include:

Accepted Answer

A)  family life cycle. 
B)  geographic location. 
C)  education. 
D)  social class. 
E)  purchase relationship. 
A)  family life cycle. 
B)  geographic location. 
C)  education. 
D)  social class. 
E)  purchase relationship.

Question 15

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Accepted Answer

A) True 
 B)False

Question 16

Positioning issues are especially important when competitors in a market appear to be very similar.

Accepted Answer

A) True 
 B)False

Question 17

"Good" market segments should be heterogeneous within and homogeneous between.

Accepted Answer

A) True 
 B)False

Question 18

A product-market definition should include:

Accepted Answer

A)  product type. 
B)  customer types. 
C)  customer needs. 
D)  geographic area. 
E)  All of these alternatives are correct. 
A)  product type. 
B)  customer types. 
C)  customer needs. 
D)  geographic area. 
E)  All of these alternatives are correct.

Question 19

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 20

A generic market definition includes

Accepted Answer

A)  customer (user) needs, customer types, geographic area, and product type. 
B)  customer (user) needs, customer types, and geographic area. 
C)  customer (user) needs, customer types, product design, and product type. 
D)  customer types, product design, and product type. 
E)  customer types, product design, product type, and customer needs. 
A)  customer (user) needs, customer types, geographic area, and product type. 
B)  customer (user) needs, customer types, and geographic area. 
C)  customer (user) needs, customer types, product design, and product type. 
D)  customer types, product design, and product type. 
E)  customer types, product design, product type, and customer needs.

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

Compared to qualifying dimensions, determining dimensions

According to the text, segmenting:

A generic market description looks at market broadly and from a customer's viewpoint.

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

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

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

A "good" market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

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):

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

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

A marketing manager has just learned about generic markets. This may lead the manager

BEHAVIORAL (rather than DEMOGRAPHIC) segmenting dimensions include:

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Positioning issues are especially important when competitors in a market appear to be very similar.

"Good" market segments should be heterogeneous within and homogeneous between.

A product-market definition should include:

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?"

A generic market definition includes

Marketing39s 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

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

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

Economics Fundamentals

Marketing Arithmetic

Filters

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

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

Compared to qualifying dimensions, determining dimensions

According to the text, segmenting:

A generic market description looks at market broadly and from a customer's viewpoint.

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

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

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

A "good" market segment should be composed of people who are as homogeneous as possible with respect to their likely responses to marketing mix variables.

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):

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

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

A marketing manager has just learned about generic markets. This may lead the manager

BEHAVIORAL (rather than DEMOGRAPHIC) segmenting dimensions include:

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Positioning issues are especially important when competitors in a market appear to be very similar.

"Good" market segments should be heterogeneous within and homogeneous between.

A product-market definition should include:

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?"

A generic market definition includes

Marketing39s 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

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

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

Economics Fundamentals

Marketing Arithmetic

Filters