Deck 4: Focusing Marketing Strategy With Segmentation and Positioning

Question 1

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

Answer 1

True
Explanation: Marketing-oriented managers think of segmenting as an aggregating process-clustering people with similar needs into a "market segment."

Question 2

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Answer 2

True
Explanation: Market segmentation is a two-step process of (1) naming broad product-markets and (2) segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Question 3

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

Answer 3

False
Explanation: Under broad product-market, a segmenter may aggregate submarkets into arbitrary numbers which are relatively homogeneous.

Question 4

Market segmentation says that target marketers should develop one good marketing mix aimed at a fairly large market.

Question 5

Using one or two demographic dimensions to describe market segments usually does not provide enough detail for planning a marketing strategy.

Question 6

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Question 7

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

Question 8

A generic market description includes customer needs and product-type terms.

Question 9

A "generic market" is a market in which sellers offer substitute products which are so similar that customers see them as "all the same."

Question 10

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Question 11

A market is a group of competitors selling similar products.

Question 12

Marketing-oriented managers think of segmenting as a disaggregating process.

Question 13

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

Question 14

Effective market segmentation is a two-step process that starts with naming broad product-markets and then goes on to segmenting these broad product-markets into more homogeneous submarkets.

Question 15

Product type describes the goods and/or services that customers want.

Question 16

The main difference between a "product-market" and a "generic market" is whether customer needs are similar or different.

Question 17

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.

Question 18

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Question 19

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

Question 20

The definition of a product-market includes a product type while the definition of a generic market does not include a product type.

Question 21

A personality trait like moodiness is a good example of an "operational" segmenting dimension.

Question 22

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

Question 23

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

Question 24

Making a very specific marketing mix for a particular group is always less profitable than a more general marketing mix that appeals to a larger segment.

Question 25

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.

Question 26

The more heterogeneous a firm's target market becomes, the more likely the firm will see competition from an innovative segmenter.

Question 27

"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.

Question 28

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Question 29

A "substantial" market segment is one which is big enough to be profitable.

Question 30

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Question 31

Saying that a market segment is "substantial" means that it contains customers from a variety of demographic variables.

Question 32

"Good" market segments should be homogeneous (similar) within, heterogeneous (different) between, substantial, and operational.

Question 33

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

Question 34

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.

Question 35

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

Question 36

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

Question 37

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.

Question 38

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

Question 39

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.

Question 40

Cost considerations usually favor more aggregating and larger market segments, but smaller segments may be required to satisfy needs more exactly.

Question 41

Firms that operate on the Internet are at a disadvantage when it comes to using approaches like CRM.

Question 42

Market segmentation applies only to consumer goods and services; it cannot be applied to business products.

Question 43

CRM approaches are based on information from detailed customer databases.

Question 44

CRM is a variation of the positioning approach.

Question 45

A firm is most likely to rely on customer relationship management (CRM) approaches when it does not have a database of information on individual customers.

Question 46

International marketing typically requires less segmenting than domestic markets.

Question 47

"Positioning" means using a map to show where a firm's products are distributed geographically.

Question 48

Clustering is a technique that divides a large group of people into smaller groups, so that each small group is as diverse as the large group from which it was formed.

Question 49

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

Question 50

A determining dimension for segmenting markets actually affects the purchase of a specific brand in a product-market.

Question 51

"Positioning" shows how proposed and/or present brands are located in a market-as seen by customers.

Question 52

A marketing manager who is able to use qualifying dimensions in forming market segments will not need to worry about determining dimensions.

Question 53

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

Question 54

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

Question 55

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

Question 56

A firm involved in international marketing should pay even more attention to segmenting than a firm that sells only in the United States.

Question 57

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

Question 58

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Question 59

Clustering techniques try to find similar patterns within sets of data.

Question 60

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

Question 61

A generic market

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) has sellers offering a more diverse set of products.
E) All of these are correct for a generic market.

Question 62

When identifying a company's market, managers need to avoid the mistake of:

A) finding out what customers need.
B) thinking of a market as a group of customers with similar needs who will exchange money for goods and services that meet those needs.
C) trying to identify specific target markets within a general market.
D) describing their markets solely in terms of the products they sell.
E) thinking of the issue from the customer's point of view.

Question 63

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

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

Question 64

Marketing managers for Mountain Dew used a positioning statement to help focus efforts and gain market share in a competitive environment.

Question 65

Positioning analysis may lead a firm to segmenting, rather than combining.

Question 66

The process of marketing strategy planning is about:

A) identifying as many market opportunities as can be imagined.
B) narrowing down possible market opportunities to the most attractive ones.
C) creating products that managers like.
D) choosing the most profitable market opportunity, regardless of the firm's current abilities and resources.
E) figuring out how to offer products at the lowest possible price.

Question 67

A generic market is one in which

A) products from different industries compete for customers by trying to satisfy the same basic need.
B) no firm can establish a competitive advantage.
C) a number of firms are all offering new or improved products in an effort to increase sales.
D) one seller has a patent for a superior product and other competitors imitate the leader with inferior products.
E) None of these alternatives is true.

Question 68

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

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

Question 69

A generic market

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 70

A ____ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

A) segment
B) market
C) product
D) consumer forum
E) generic industry

Question 71

A "market" consists of:

A) customers who are willing to exchange something of value.
B) a group of potential customers with similar needs.
C) sellers offering various ways of satisfying customer needs.
D) all of these are correct.

Question 72

In a generic market,

A) diverse types of products may compete for customers.
B) customers have broadly similar needs.
C) there may be many ways to satisfy customers' needs.
D) sellers may compete in different product-markets.
E) All of these are correct for a generic market.

Question 73

A market in which sellers offer various, often diverse, ways of satisfying needs is called a _____ market.

A) product
B) diverse
C) general
D) relevant
E) generic

Question 74

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

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 75

Compared to a product-market, a generic market:

A) Is more narrowly defined.
B) Has sellers offering a more diverse set of products.
C) Can never help marketers identify opportunities.
D) None of these is a good answer.

Question 76

To understand the narrowing-down process, it's useful for mangers to think in terms of a _____ market and a _____ market.

A) generic; product
B) buyer's; seller's
C) goods; services
D) primary; secondary
E) risky; certain

Question 77

In a generic market

A) sellers offer various, often diverse, ways of satisfying broadly similar needs.
B) consumers are offered various close substitute ways of satisfying needs.
C) everything is the same as in a product-market.
D) customers have very diverse needs.
E) sellers produce unbranded products.

Question 78

A digital camera, a computer video-cam, and a computer scanner might compete in the same

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

Question 79

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

A) homogeneous
B) product
C) relevant
D) generic
E) target

Question 80

A positioning analysis is a product-oriented approach.