Question 1

Which of the following related to positioning is true?

Accepted Answer

A) The first brand to enter and define a market is known as a pioneering brand. 
B) According to Reis and Trout, positioning is something you do to your product and your competitors' products. 
C) "Tylenol- The first word in relief' is an example of positioning by usage occasion. 
D) Perceptual maps show how our products and our competitors' product are clustered by market share. 
E) All of the above are true.

Question 2

Horne Depot, a home-improvement retail chain, sells scorpion traps in its stores in New Mexico, Texas, Arizona, and
California.This is an example of geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 3

The four elements of the marketing mix are:

Accepted Answer

A) product, price, place, and position 
B) price, position, place, and promotion 
C) place, product, price, and promotion 
D) promotion, place, prestige, and product 
E) position, price, product, and promotion

Question 4

Dividing groups of products into subgroups of products is the best way to segment a market.

Accepted Answer

A) True 
 B)False

Question 5

is when products offered by the same firm are so similar they compete among themselves.

Accepted Answer

A) The majority fallacy 
B) Cannibalization 
C) The sales-cost trade-off 
D) Mass customization 
E) Market aggregation

Question 6

PRIZM is a segmentation tool that uses psychographies.

Accepted Answer

A) True 
 B)False

Question 7

The four elements of the marketing mix are product, price, position, and place.

Accepted Answer

A) True 
 B)False

Question 8

is the process of dividing the large and diverse market into subsets of consumer who share common needs, characteristics, or behaviors.

Accepted Answer

A) Market segmentation 
B) Market aggregation 
C) Branding 
D) Advertising 
E) Positioning

Question 9

An exurb refers to:

Accepted Answer

A) remote suburbs 
B) large towns/cities that have decreased in population by 10% in one year 
C) small towns that have decreased in population by 10% in one year 
D) clusters of small towns encircling cities 
E) None of the above is correct.

Question 10

According to marketing experts, positioning is not something you do to a product, it's something you do:

Accepted Answer

A) to your competitors 
B) in the mind of the potential customer 
C) to your organization and products 
D) to your competitor's product 
E) All of the above are correct.

Question 11

Mass customization is the targeting of large segments, or traditionally mass markets, with highly customized products.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is not a demographic characteristic?

Accepted Answer

A) Population age distributions 
B) American family composition 
C) Changing likes and dislikes of Americans 
D) Average income of single Americans 
E) All of the above are demographic characteristics.

Question 13

The majority fallacy suggests that consumers' tastes are normally distributed.

Accepted Answer

A) True 
 B)False

Question 14

Volvo manufactures a station wagon to meet all of the goverrnnent's strictest safety ratings, and Volvo emphasizes this in its advertising, claiming to be, "the safest car on the road." From this information, it appears that Volvo may be engaging in what type of segmentation strategy?

Accepted Answer

A) Geographic 
B) Price 
C) Psychographic 
D) Demographic 
E) Benefits sought

Question 15

Air Walk is a brand of athletic shoes that is marketed to appeal to individuals who engage in skateboarding.This is an example of what kind of segmentation strategy?

Accepted Answer

A) Benefits sought 
B) Price 
C) Psychographic 
D) Demographic 
E) Geo-demographic

Question 16

Marketers use perceptual maps as a means to display or graph the location of products or brands:

Accepted Answer

A) with respect to the geographic areas where they are manufactured 
B) as they are clustered by retailer, normally in major metropolitan areas 
C) within distribution channels 
D) in the minds of consumers 
E) in terms of the utility created by each product attribute

Question 17

Penturbia refers to:

Accepted Answer

A) remote suburbs 
B) large towns/cities that have decreased in population by 10% in one year 
C) remote suburbs that have decreased in population by 10% in one year 
D) clusters of suburbs encircling cities 
E) None of the above is correct.

Question 18

Most pioneer brands position themselves as "standards of comparison."

Accepted Answer

A) True 
 B)False

Question 19

is the segment(s) toward which a finn's marketing efforts are directed.

Accepted Answer

A) Micromarket 
B) Niche market 
C) Target market 
D) Marketing Mix 
E) None of the above is correct.

Question 20

What key factor is overlooked when a manager commits the majority fallacy?

Accepted Answer

A) Competition 
B) Market size 
C) Geography 
D) Advertising 
E) Customer attitudes

Exam 2: Consumer Focused Strategy: Segmentation and Positioning

Which of the following related to positioning is true?

Horne Depot, a home-improvement retail chain, sells scorpion traps in its stores in New Mexico, Texas, Arizona, and California.This is an example of geographic segmentation.

The four elements of the marketing mix are:

Dividing groups of products into subgroups of products is the best way to segment a market.

is when products offered by the same firm are so similar they compete among themselves.

PRIZM is a segmentation tool that uses psychographies.

The four elements of the marketing mix are product, price, position, and place.

is the process of dividing the large and diverse market into subsets of consumer who share common needs, characteristics, or behaviors.

An exurb refers to:

According to marketing experts, positioning is not something you do to a product, it's something you do:

Mass customization is the targeting of large segments, or traditionally mass markets, with highly customized products.

Which of the following is not a demographic characteristic?

The majority fallacy suggests that consumers' tastes are normally distributed.

Volvo manufactures a station wagon to meet all of the goverrnnent's strictest safety ratings, and Volvo emphasizes this in its advertising, claiming to be, "the safest car on the road." From this information, it appears that Volvo may be engaging in what type of segmentation strategy?

Air Walk is a brand of athletic shoes that is marketed to appeal to individuals who engage in skateboarding.This is an example of what kind of segmentation strategy?

Marketers use perceptual maps as a means to display or graph the location of products or brands:

Penturbia refers to:

Most pioneer brands position themselves as "standards of comparison."

is the segment(s) toward which a finn's marketing efforts are directed.

What key factor is overlooked when a manager commits the majority fallacy?