Question 1

Which type of segmentation centers on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase,or when they use the purchased item?

Accepted Answer

A)  behavioral 
B)  psychographic 
C)  occasion 
D)  impulse 
E)  emergency

Question 2

Explain the four major steps in designing a customer-driven marketing strategy.

Accepted Answer

The answer of Explain the four major steps in designing...

Question 3

Which of the listed choices is NOT a positioning task?

Accepted Answer

A)  identifying a set of possible customer value differences upon which to build a position 
B)  surveying frequent users of the product 
C)  selecting an overall positioning strategy 
D)  effectively communicating and delivering the chosen position to the market 
E)  selecting the right competitive advantages

Question 4

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers.Which of the following terms does NOT apply to this type of marketing?

Accepted Answer

A)  one-to-one 
B)  customized 
C)  markets-of-one 
D)  concentrated 
E)  mass customization

Question 5

Because there is such variation among the economies of countries around the world,it is not practical to segment international markets on the basis of economic factors.

Accepted Answer

A) True 
 B)False

Question 6

A market rarely exists for products that offer less and therefore cost less.

Accepted Answer

A) True 
 B)False

Question 7

As You Like It Pte Ltd customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

Accepted Answer

A)  niche 
B)  mass 
C)  differentiated 
D)  undifferentiated 
E)  micro

Question 8

Why do marketers segment the market?

Accepted Answer

The answer of Why do marketers segment the market?...

Question 9

A product's position is the way the product is defined by the retailers who sell it to target markets.It is how it is defined on important attributes of the place the product occupies in the retailers' minds relative to competing products.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT one of the reasons a segment would be less attractive to a company?

Accepted Answer

A)  strong competitors 
B)  substitute products 
C)  concentrated market 
D)  power of buyers 
E)  power of suppliers

Question 11

Explain how companies identify attractive market segments and choose a target marketing strategy.

Accepted Answer

The answer of Explain how companies identify attractive market segments...

Question 12

In Singapore,the Kinokuniya branch at Bugis Junction taps into the high-volume youth clientele by carrying comics and books on travel and careers.Which is its marketing strategy?

Accepted Answer

A)  segmented strategy 
B)  local marketing 
C)  differentiated marketing 
D)  mass marketing 
E)  undifferentiated marketing

Question 13

The markets you have chosen to serve in four Asian cities can be effectively reached and served.You would tell the marketing manager that these segments are ________.

Accepted Answer

A)  measurable 
B)  accessible 
C)  substantial 
D)  actionable 
E)  profitable

Question 14

Explain the four major segmenting variables for consumer markets.

Accepted Answer

The answer of Explain the four major segmenting variables for...

Question 15

At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case a consumer would purchase a product positioned with a ________ strategy.

Accepted Answer

A)  more for the same 
B)  more for less 
C)  same for less 
D)  less for much less 
E)  all or nothing

Question 16

Which of the following statements illustrates why stereotypes should be avoided when using age and life-cycle segmentation?

Accepted Answer

A)  Old women love to shop; young women love it more! 
B)  Most 10-year-old boys are mischievous. 
C)  Some 70 year olds use wheelchairs; others play tennis. 
D)  The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds. 
E)  both C and D

Question 17

Consumer and business marketers use many of the same variables to segment markets.Business marketers use all of the following EXCEPT ________.

Accepted Answer

A)  operating characteristics 
B)  purchasing approaches 
C)  situational factors 
D)  personal characteristics 
E)  brand personalities

Question 18

L'Oréal offers Men's Expert skin care products and a VIVE For Men grooming line.Ads proclaim,"Now L'Oréal Paris brings its grooming technology and expertise to men… because you're worth it too." What type of segmentation is being used?

Accepted Answer

The answer of L'Oréal offers Men's Expert skin care products...

Question 19

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation,and targeting.

Accepted Answer

A) True 
 B)False

Question 20

Clean Pte Ltd sells six brands of laundry detergent in Southeast Asia,each designed for one of six laundry segments identified.Together,these six brands take 62% of market share.Which of the following is a disadvantage of Clean Pte Ltd's differentiated marketing strategy?

Accepted Answer

A)  lost sales that would have been made with an undifferentiated marketing strategy across all segments 
B)  lost customer loyalty due to lack of brand loyalty 
C)  increased costs for separate marketing plans for each brand 
D)  other suppliers controlling pricing 
E)  lack of resources to succeed in an attractive segment

Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Which type of segmentation centers on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase,or when they use the purchased item?

Explain the four major steps in designing a customer-driven marketing strategy.

Which of the listed choices is NOT a positioning task?

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers.Which of the following terms does NOT apply to this type of marketing?

Because there is such variation among the economies of countries around the world,it is not practical to segment international markets on the basis of economic factors.

A market rarely exists for products that offer less and therefore cost less.

As You Like It Pte Ltd customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

Why do marketers segment the market?

A product's position is the way the product is defined by the retailers who sell it to target markets.It is how it is defined on important attributes of the place the product occupies in the retailers' minds relative to competing products.

Which of the following is NOT one of the reasons a segment would be less attractive to a company?

Explain how companies identify attractive market segments and choose a target marketing strategy.

In Singapore,the Kinokuniya branch at Bugis Junction taps into the high-volume youth clientele by carrying comics and books on travel and careers.Which is its marketing strategy?

The markets you have chosen to serve in four Asian cities can be effectively reached and served.You would tell the marketing manager that these segments are ________.

Explain the four major segmenting variables for consumer markets.

At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case a consumer would purchase a product positioned with a ________ strategy.

Which of the following statements illustrates why stereotypes should be avoided when using age and life-cycle segmentation?

Consumer and business marketers use many of the same variables to segment markets.Business marketers use all of the following EXCEPT ________.

L'Oréal offers Men's Expert skin care products and a VIVE For Men grooming line.Ads proclaim,"Now L'Oréal Paris brings its grooming technology and expertise to men… because you're worth it too." What type of segmentation is being used?

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation,and targeting.

Clean Pte Ltd sells six brands of laundry detergent in Southeast Asia,each designed for one of six laundry segments identified.Together,these six brands take 62% of market share.Which of the following is a disadvantage of Clean Pte Ltd's differentiated marketing strategy?