Question 1

The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

Accepted Answer

A) hidden difference 
B) perceptible difference 
C) induced difference 
D) perceptual filter

Question 2

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

Accepted Answer

A) repertoire users 
B) aware nontriers 
C) sole users 
D) semi-sole users 
E) trial/rejectors

Question 3

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

Accepted Answer

A) True 
 B)False

Question 4

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

Accepted Answer

A) Indirect marketing 
B) Network marketing 
C) Viral marketing 
D) Relationship marketing 
E) Guerrilla marketing

Question 5

Which of the following is true of intensive distribution?

Accepted Answer

A) The profit on each unit is usually very high. 
B) The volume of sales is very low. 
C) Consumers can buy products with a minimum of effort. 
D) The sales burden is carried by the retailer. 
E) Products sold through intensive distribution are available only at select locations.

Question 6

Distinguish between primary demand and selective demand.

Accepted Answer

The answer of Distinguish between primary demand and selective demand....

Question 7

Market concentration reduces the number of geographic targets for an advertiser.

Accepted Answer

A) True 
 B)False

Question 8

Define direct distribution.

Accepted Answer

The answer of Define direct distribution....

Question 9

Convenience goods are available at every possible location because of exclusive distribution.

Accepted Answer

A) True 
 B)False

Question 10

In the case of selective distribution:

Accepted Answer

A) manufacturers can charge low prices. 
B) the profit on each unit is usually very low. 
C) consumers can buy products with minimum effort. 
D) manufacturers can cut their distribution and promotion costs. 
E) the sales burden is carried by the manufacturer.

Question 11

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:

Accepted Answer

A) purchase occasion segmentation. 
B) psychographic segmentation. 
C) demographic segmentation. 
D) geographic segmentation. 
E) volume segmentation.

Question 12

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

Accepted Answer

A) decline 
B) introductory 
C) maturity 
D) growth 
E) revitalization

Question 13

How is product pricing affected by market demand?

Accepted Answer

The answer of How is product pricing affected by market...

Question 14

In the maturity stage of the product life cycle, prices tend to rise.

Accepted Answer

A) True 
 B)False

Question 15

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

Accepted Answer

A) decline 
B) introductory 
C) maturity 
D) growth 
E) revitalization

Question 16

List the four major stages in the product life cycle.

Accepted Answer

The answer of List the four major stages in the...

Question 17

Briefly describe geographic segmentation.

Accepted Answer

The answer of Briefly describe geographic segmentation....

Question 18

Which of the following is true of business markets?

Accepted Answer

A) They have more buyers than consumer markets. 
B) They use a more complex process than consumer markets to evaluate new products. 
C) They can be segmented using psychological variables. 
D) They depend only on price and quality to make purchase decisions. 
E) They do not employ professional buyers.

Question 19

What is meant by product concept?

Accepted Answer

The answer of What is meant by product concept?...

Question 20

The product's package is a component of the promotion element of the marketing mix.

Accepted Answer

A) True 
 B)False

Exam 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

The difference between regular soup and organic soup is not readily visible. The organic brand differentiates itself by claiming to be healthier as it uses natural ingredients and vegetables that have been grown without the use of harmful chemical fertilizers. This is an example of a(n) _____.

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors.

_____ occurs when individuals act as independent distributors for a manufacturer or private-label marketer.

Which of the following is true of intensive distribution?

Distinguish between primary demand and selective demand.

Market concentration reduces the number of geographic targets for an advertiser.

Define direct distribution.

Convenience goods are available at every possible location because of exclusive distribution.

In the case of selective distribution:

Cell phone companies spend a lot of money to encourage heavy users of cell phones to buy plans that offer them additional talktime. This strategy is known as:

In the _____ stage of the product life cycle, competition intensifies and profits diminish. Companies increase their promotional efforts but emphasize selective demand.

How is product pricing affected by market demand?

In the maturity stage of the product life cycle, prices tend to rise.

In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles, so industry sales reach a plateau.

List the four major stages in the product life cycle.

Briefly describe geographic segmentation.

Which of the following is true of business markets?

What is meant by product concept?

The product's package is a component of the promotion element of the marketing mix.