Question 1

Alpine Ski Shops U.S,is looking for new markets.Since their market is based mainly on access to snow,they would most likely use which base for segmentation?

Accepted Answer

A)  behavioristic 
B)  demographic 
C)  psychographic 
D)  environmental 
E)  geographic

Question 2

Segmentation variables are usually grouped into four categories:

Accepted Answer

A)  demographic,geographic,religion,and income. 
B)  geopolitical,income,behavioristic,and psychographic. 
C)  attitudes,lifestyles,behaviors,and gender. 
D)  geographic,demographic,psychographic,and attitudes. 
E)  demographic,geographic,psychographic,and behavioristic.

Question 3

If Morton Salt saw all table salt customers as pretty much alike and thus offered only one marketing mix,it would be using the ____ strategy.

Accepted Answer

A)  directed 
B)  undifferentiated 
C)  segmented 
D)  differentiated 
E)  product-use

Question 4

General Electric calculates that the total number of light bulbs sold to consumers in the next year by all light bulb producers is 1 billion,given anticipated marketing efforts by the firms involved.This figure represents the industry's

Accepted Answer

A)  sales potential. 
B)  market potential. 
C)  target growth rate. 
D)  sales forecast. 
E)  sales objective.

Question 5

Head-to-head competition is most appropriate when the product performance characteristics do not differ significantly from those of competing brands.

Accepted Answer

A) True 
 B)False

Question 6

When a firm's management is making the final selection of specific target markets to enter,it should consider whether the organization has the financial resources,managerial skills,expertise,and facilities needed to effectively compete in the selected segments.

Accepted Answer

A) True 
 B)False

Question 7

It is likely that during the fifth step of the target market selection process,marketers will decide not to enter and compete in any market segments.

Accepted Answer

A) True 
 B)False

Question 8

Tiffany's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name.It uses the same marketing mix to reach this market.Tiffany's uses a(n)____ strategy.

Accepted Answer

A)  undifferentiated 
B)  differentiated targeting 
C)  exclusive targeting 
D)  heterogeneous 
E)  concentrated targeting

Question 9

Surveys are sometimes used to forecast sales.

Accepted Answer

A) True 
 B)False

Question 10

When a company is introducing a new brand in a market where it already has one or more brands,which type of product positioning is most likely to be used?

Accepted Answer

A)  Positioning to avoid competition 
B)  Head-to-head competition 
C)  Parallel positioning 
D)  Segmented positioning 
E)  Counter positioning

Question 11

Which of the following is not a characteristic of a consumer market?

Accepted Answer

A)  it consists of purchasers who intend to consume or benefit from the purchased products 
B)  they do not buy products for the main purpose of making a profit 
C)  they are sometimes referred to as B2C markets 
D)  their purchasing decisions are always made by only one individual 
E)  each of us belongs to numerous markets of this type

Question 12

A targeting strategy in which an organization directs its marketing efforts at several segments is called a(n)____ targeting strategy.

Accepted Answer

A)  differentiated 
B)  total market 
C)  concentrated 
D)  undifferentiated 
E)  integrated

Question 13

A market in which a large proportion of customers have similar needs for a product is called a(n)____ market.

Accepted Answer

A)  undifferentiated 
B)  heterogeneous 
C)  homogenous 
D)  differentiated 
E)  concentrated

Question 14

Which of the following is not a requirement or characteristic of a market?

Accepted Answer

A)  The ability to purchase a product 
B)  A large number of people or organizations 
C)  The authority to buy a product 
D)  The willingness to use buying power 
E)  The need for a specific product in a specific product category

Question 15

Evaluating and making product positioning decisions is important for

Accepted Answer

A)  new products only. 
B)  existing products only. 
C)  new and existing products. 
D)  product deletions only. 
E)  new products and product deletions.

Question 16

The amount of product a company expects to sell during a specific period at a specified level of marketing activity is called the

Accepted Answer

A)  company sales potential. 
B)  revenue estimate. 
C)  company sales prediction. 
D)  market potential. 
E)  sales forecast.

Question 17

A market segment profile may cover such aspects as demographic characteristics,geographic factors,product benefits sought,lifestyles,brand preferences,and usage rates.

Accepted Answer

A) True 
 B)False

Question 18

Frito-Lay Snack Foods is currently conducting market segmentation studies.For several segments,they have completed competitive assessments and cost estimates.The next major step they must take is to

Accepted Answer

A)  determine which segmentation variables to use. 
B)  develop market segment profiles. 
C)  identify the appropriate targeting strategy. 
D)  select specific target markets. 
E)  develop sales forecasts.

Question 19

One way marketers can segment business markets is according to their geographic location.

Accepted Answer

A) True 
 B)False

Question 20

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?

Accepted Answer

A)  Micromarketing 
B)  Population 
C)  Market density 
D)  MSA 
E)  PMSA

Exam 5: Selecting Target Markets

Alpine Ski Shops U.S,is looking for new markets.Since their market is based mainly on access to snow,they would most likely use which base for segmentation?

Segmentation variables are usually grouped into four categories:

If Morton Salt saw all table salt customers as pretty much alike and thus offered only one marketing mix,it would be using the ____ strategy.

General Electric calculates that the total number of light bulbs sold to consumers in the next year by all light bulb producers is 1 billion,given anticipated marketing efforts by the firms involved.This figure represents the industry's

Head-to-head competition is most appropriate when the product performance characteristics do not differ significantly from those of competing brands.

When a firm's management is making the final selection of specific target markets to enter,it should consider whether the organization has the financial resources,managerial skills,expertise,and facilities needed to effectively compete in the selected segments.

It is likely that during the fifth step of the target market selection process,marketers will decide not to enter and compete in any market segments.

Tiffany's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name.It uses the same marketing mix to reach this market.Tiffany's uses a(n) ____ strategy.

Surveys are sometimes used to forecast sales.

When a company is introducing a new brand in a market where it already has one or more brands,which type of product positioning is most likely to be used?

Which of the following is not a characteristic of a consumer market?

A targeting strategy in which an organization directs its marketing efforts at several segments is called a(n) ____ targeting strategy.

A market in which a large proportion of customers have similar needs for a product is called a(n) ____ market.

Which of the following is not a requirement or characteristic of a market?

Evaluating and making product positioning decisions is important for

The amount of product a company expects to sell during a specific period at a specified level of marketing activity is called the

A market segment profile may cover such aspects as demographic characteristics,geographic factors,product benefits sought,lifestyles,brand preferences,and usage rates.

Frito-Lay Snack Foods is currently conducting market segmentation studies.For several segments,they have completed competitive assessments and cost estimates.The next major step they must take is to

One way marketers can segment business markets is according to their geographic location.

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas.What is this segmentation variable called?