Question 1

A target market can be classified into two types, namely, consumer markets and business markets.

Accepted Answer

A) True 
 B)False

Question 2

The process of market segmentation is a three-step process that begins with planning, defining the product, and identifying the market.

Accepted Answer

A) True 
 B)False

Question 3

The differences between Golden Harvest brand canning jars and Mason brand canning jars is not readily visible. Both are made of heavy glass that will not break easily. Through its advertising, Golden Harvest advertises that its jars are made with a glass that is 100 percent free of all impurities. In this way, Golden Harvest is using _____ to differentiate its product from those of the Mason brand.

Accepted Answer

A)  hidden differences 
B)  differentiation cues 
C)  imperceptible differences 
D)  sensory cues 
E)  perceptual filters

Question 4

Joe Boxer products can only be found at Kmart and Sears. Joe Boxer is best described as a(n):

Accepted Answer

A)  aggregated brand. 
B)  private label. 
C)  manufacturer's brand. 
D)  indirect consumer promotion. 
E)  demographic brand.

Question 5

Once a company decides to use indirect rather than direct distribution, it must choose one of the three strategies of distribution. Discuss what each choice means in terms of product availability to final consumers.

Accepted Answer

The answer of Once a company decides to use indirect...

Question 6

Customers who might buy Muir Glen brand organic soups are people who like soup, want to try something different, don't have time to cook, worry about putting chemicals in their bodies, and are vegetarians. These various groups who may be in the market for Muir Glen soups are all examples of:

Accepted Answer

A)  innovators. 
B)  market segments. 
C)  market aggregations. 
D)  diffusers. 
E)  buying centers.

Question 7

Brand equity is the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

Accepted Answer

A) True 
 B)False

Question 8

A(n) _____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.

Accepted Answer

A)  distribution channel 
B)  communication channel 
C)  intermediating continuum 
D)  marketing channel 
E)  connectivity channel

Question 9

One of the primary roles of advertising is to communicate product utility.

Accepted Answer

A) True 
 B)False

Question 10

While you cannot find televisions at every retail outlet, you can find them at discount stores, electronic stores, appliance stores, and department stores. What kind of distribution is used for televisions?

Accepted Answer

A)  Exclusive 
B)  Pioneering 
C)  Selective 
D)  Intensive 
E)  Direct

Question 11

In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families. Plus, women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  diffused 
D)  geographic 
E)  psychological

Question 12

_____ is the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

Accepted Answer

A)  Brand acceptance 
B)  Market value 
C)  Brand commitment 
D)  Brand equity 
E)  Product loyalty

Question 13

Another name for manufacturer's brands is:

Accepted Answer

A)  private brands. 
B)  umbrella brands. 
C)  national brands. 
D)  family brands. 
E)  individual brands.

Question 14

Unlike the McCormick's brand of spices, the Penzeys brand of spices provides cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes. This is most likely an example of a:

Accepted Answer

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

Question 15

Hard apple cider is making a comeback. Cider consumption is expected to hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider's drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck Draft Cider use to define its market?

Accepted Answer

A)  Usage rate 
B)  Geographic 
C)  Demographic 
D)  Psychographic 
E)  Purchase occasion

Question 16

The most recent trend in new candy bars is candy bars loaded with caffeine. In March 2008, Hershey Company, a large candy manufacturer, introduced a brand of high-caffeinated candy under the Starbucks brand name. What type of banding strategy is Hershey's using with this new product?

Accepted Answer

A)  Licensed branding 
B)  National positioning 
C)  Family branding 
D)  Private branding 
E)  Intensive branding

Question 17

The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded, and packaged.

Accepted Answer

A)  utility 
B)  communication 
C)  distribution 
D)  product 
E)  customer

Question 18

Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.

Accepted Answer

A) True 
 B)False

Question 19

To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines, and started distributing the product through gourmet coffee shops. What has been changed?

Accepted Answer

A)  Perceptual value 
B)  Marketing mix 
C)  Niche market 
D)  Product line 
E)  Product utility

Question 20

Distinguish between primary demand and selective demand.

Accepted Answer

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

Exam 4: Segmentation, Targeting, and the Marketing Mix

A target market can be classified into two types, namely, consumer markets and business markets.

The process of market segmentation is a three-step process that begins with planning, defining the product, and identifying the market.

Joe Boxer products can only be found at Kmart and Sears. Joe Boxer is best described as a(n) :

Once a company decides to use indirect rather than direct distribution, it must choose one of the three strategies of distribution. Discuss what each choice means in terms of product availability to final consumers.

Customers who might buy Muir Glen brand organic soups are people who like soup, want to try something different, don't have time to cook, worry about putting chemicals in their bodies, and are vegetarians. These various groups who may be in the market for Muir Glen soups are all examples of:

Brand equity is the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

A(n) _____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.

One of the primary roles of advertising is to communicate product utility.

While you cannot find televisions at every retail outlet, you can find them at discount stores, electronic stores, appliance stores, and department stores. What kind of distribution is used for televisions?

_____ is the totality of what consumers, distributors, dealers, and competitors feel and think about a brand over an extended period of time.

Another name for manufacturer's brands is:

Unlike the McCormick's brand of spices, the Penzeys brand of spices provides cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes. This is most likely an example of a:

The most recent trend in new candy bars is candy bars loaded with caffeine. In March 2008, Hershey Company, a large candy manufacturer, introduced a brand of high-caffeinated candy under the Starbucks brand name. What type of banding strategy is Hershey's using with this new product?

The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded, and packaged.

Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.

To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines, and started distributing the product through gourmet coffee shops. What has been changed?

Distinguish between primary demand and selective demand.