Question 1

Harris Teeter Inc. is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Every Harris Teeter store has distinct characteristics that align it with the neighborhood in which it is located. The chain is using _____ segmentation.

Accepted Answer

A)  geodemographic 
B)  psychographic 
C)  behavioristic 
D)  geographic 
E)  psychological

Question 2

What are the stages in a product life cycle? Discuss each stage in brief.

Accepted Answer

The answer of What are the stages in a product...

Question 3

Which of the following is most likely a potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches?

Accepted Answer

A)  Older men and women who enjoy watching Olympic wrestling 
B)  Pre-teen males who wish to emulate one of the WWE wrestlers 
C)  People who believe the WWE promotes violence 
D)  Children of parents who are sports enthusiasts 
E)  Anyone who has attended a WWE match

Question 4

Consumer demand for a whole product category such as DVD players, pickles, or laptop computers is called _____ demand.

Accepted Answer

A)  primary 
B)  selective 
C)  positioned 
D)  category 
E)  introductory

Question 5

Consumers are mostly immune to psychological pricing.

Accepted Answer

A) True 
 B)False

Question 6

The North American Industry Classification System (NAICS) codes:

Accepted Answer

A)  will soon be replaced by the strategic industrial classification (SI
C) . 
B)  is published by the North American Treaty Alliance. 
C)  organizes all industries in the economy into 20 broad sectors. 
D)  have little relevance for marketers that use direct mail. 
E)  are top secret which cannot be shared with outsiders.

Question 7

Intensive distribution involves limiting the number of wholesalers who can sell a product in order to gain a prestige image or maintain premium prices.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about the target marketing process is true?

Accepted Answer

A)  The target marketing process will determine the content, look, and feel of a company's advertising. 
B)  The first step in the target marketing process is to develop primary demand in a target market. 
C)  To perform the target marketing process correctly, an advertiser must select a single target market. 
D)  From the view of a marketer, the target marketing process begins with setting the advertising budget. 
E)  The first step in target marketing is to assess the viability of the markets identified by the market segmentation process.

Question 9

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

Accepted Answer

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

Question 10

According to the research of Stephan and Tannenholz, _____ are the most brand loyal group and require the least amount of promotion.

Accepted Answer

A)  early adopters 
B)  innovators 
C)  sole users 
D)  early majority 
E)  laggards

Question 11

_____ is the product's ability to satisfy both functional needs and symbolic wants.

Accepted Answer

A)  Market position 
B)  Product satisfaction 
C)  Product equity 
D)  Product utility 
E)  Market satisfaction

Question 12

If you look at an organically-grown tomato and one that has been chemically-enhanced, you can easily see the difference-one is perfectly formed and uniformly red and the other is not. In terms of product differentiation, this is an example of a:

Accepted Answer

A)  hidden difference. 
B)  differentiation cue. 
C)  perceptible difference. 
D)  sensory cue. 
E)  perceptual filter.

Question 13

Bose manufactures and markets home theater systems, surround sound stereos, and audio accessories. The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality. In other words, Bose uses:

Accepted Answer

A)  exclusive distribution. 
B)  psychographic pricing. 
C)  psychological pricing. 
D)  intensive distribution. 
E)  price branding.

Question 14

What is a vertical marketing system?

Accepted Answer

The answer of What is a vertical marketing system?...

Question 15

Which product would most likely involve intensive distribution?

Accepted Answer

A)  Waterford crystal 
B)  Harry Potter books 
C)  Wrigley's chewing gum 
D)  Whirlpool refrigerators 
E)  Pepperidge Farm turnovers

Question 16

A promotion was launched to position French's as a fun line of condiments for a variety of everyday usage occasions. Its promotions showed vignettes of families, children, and older Americans enjoying foods flavored with French's Deli Style, Dijon Style, and Honey Mustard flavors as well as its Classic Yellow mustard. The fact that all of these mustards have the French's brand is an example of:

Accepted Answer

A)  individual branding. 
B)  regional branding. 
C)  psychological branding. 
D)  private labeling. 
E)  family branding.

Question 17

When compared to consumer markets, business markets:

Accepted Answer

A)  contain many more buyers. 
B)  have more systematic purchasing procedures. 
C)  can be segmented using psychological variables. 
D)  have more dispersed markets. 
E)  cannot be segmented by end users.

Question 18

The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:

Accepted Answer

A)  demographic segmentation. 
B)  behavioristic segmentation. 
C)  temporal segmentation. 
D)  psychographic positioning. 
E)  lifestyle segmentation.

Question 19

A challenge of market segmentation is estimating a firm's potential profits if it focuses on the whole market or only to specific segments.

Accepted Answer

A) True 
 B)False

Question 20

Discuss the importance of product differentiation with respect to perceptible differences, hidden differences, and induced differences.

Accepted Answer

The answer of Discuss the importance of product differentiation with...

Exam 4: Segmentation, Targeting, and the Marketing Mix

What are the stages in a product life cycle? Discuss each stage in brief.

Which of the following is most likely a potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches?

Consumer demand for a whole product category such as DVD players, pickles, or laptop computers is called _____ demand.

Consumers are mostly immune to psychological pricing.

The North American Industry Classification System (NAICS) codes:

Intensive distribution involves limiting the number of wholesalers who can sell a product in order to gain a prestige image or maintain premium prices.

Which of the following statements about the target marketing process is true?

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

According to the research of Stephan and Tannenholz, _____ are the most brand loyal group and require the least amount of promotion.

_____ is the product's ability to satisfy both functional needs and symbolic wants.

If you look at an organically-grown tomato and one that has been chemically-enhanced, you can easily see the difference-one is perfectly formed and uniformly red and the other is not. In terms of product differentiation, this is an example of a:

Bose manufactures and markets home theater systems, surround sound stereos, and audio accessories. The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality. In other words, Bose uses:

What is a vertical marketing system?

Which product would most likely involve intensive distribution?

When compared to consumer markets, business markets:

The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:

A challenge of market segmentation is estimating a firm's potential profits if it focuses on the whole market or only to specific segments.

Discuss the importance of product differentiation with respect to perceptible differences, hidden differences, and induced differences.