Question 1

Which of the following is NOT part of a product-market definition?

Accepted Answer

A)   information about consumer needs
B)   information about the final customer (or user)  of the product
C)   information about which specific retailers will sell the product
D)   a description of the type of product
E)   All of these should be included in a product-market definition. C

Question 2

Ideally, product-markets should be described in terms of:

Accepted Answer

A)   behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns.
B)   urgency to get needs satisfied and desire and willingness to compare and shop.
C)   geographic location and other demographic characteristics of potential customers.
D)   All of these are true. D

Question 3

Positioning analysis

Accepted Answer

A)   helps managers understand the actual characteristics of their products.
B)   is not a product-oriented approach.
C)   is a visual aid to understanding a product-market.
D)   shows that managers and customers usually view present brands similarly.
E)   always leads a firm to segmenting and not combining. C

Question 4

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

Accepted Answer

A) True 
 B)False

Question 5

Saying that a "good" product-market segment should be substantial means

Accepted Answer

A)   that the company does not have to worry about substantial competition for a long time.
B)   that people should have substantially different reactions to marketing mix variables.
C)   it should be large enough to be profitable.
D)   that people in different market segments should be as different as possible.
E)   None of these choices is correct.

Question 6

The seven-step approach to market segmentation does not estimate the size of each submarket until Step 7.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is the BEST example of a "generic market?"

Accepted Answer

A)   The senior citizen recreation market
B)   The designer shoes market
C)   The frozen yogurt market
D)   The transportation market
E)   The Hispanic-American market

Question 8

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Accepted Answer

A) True 
 B)False

Question 9

The main difference between a "product-market" and a "generic market" is whether customer needs are similar or different.

Accepted Answer

A) True 
 B)False

Question 10

A digital camera, a computer video-cam, and a computer scanner might compete in the same

Accepted Answer

A)   single target market.
B)   generic market.
C)   multiple target market.
D)   combined target market.
E)   product-market.

Question 11

In the example for the seven-step approach to market segmentation (used in the text), which of the following is a determining need?

Accepted Answer

A)   safety
B)   a clean bathroom
C)   security
D)   a good bed
E)   None of these.

Question 12

A product-market is a market with broadly similar needs-and sellers offering various, often diverse, ways of satisfying those needs.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following possible segmenting dimensions is a "demographic" dimension?

Accepted Answer

A)   Benefits sought
B)   Social class
C)   Purchase relationship
D)   Brand familiarity
E)   Rate of use

Question 14

The seven-step approach to market segmentation begins to consider whether a particular group can be profitable to the firm in Step 1-and that is a major consideration throughout all seven steps.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)   Income distribution.
B)   Stage in family life cycle.
C)   Family size.
D)   Ethnic group.
E)   All of these are examples of a consumer market demographic dimension.

Question 16

Segmenting international markets can be more difficult because:

Accepted Answer

A)   the concepts and approaches for segmenting domestic markets simply do not apply.
B)   there are more dimensions and many unfamiliar variables.
C)   there are fewer useful dimensions.
D)   a manager must rely entirely on his or her own judgments about people in other countries.
E)   the quantity and quality of available market data are usually greater.

Question 17

The 7-step approach to market segmentation used in the text shows that:

Accepted Answer

A)   determining needs rarely change.
B)   profit is the overall consideration beginning with Step 1.
C)   it's useless to consider what people in each submarket do not want when so much is known about what they do want.
D)   submarkets are nicknamed based on their qualifying needs.
E)   None of these is true.

Question 18

Marketers at General Mills found that lots of people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

Accepted Answer

A)   potential
B)   qualifying
C)   determining
D)   geodemographic
E)   time

Question 19

When evaluating international markets, the marketing manager should:

Accepted Answer

A)   focus primarily on consumer markets because foreign business markets are in general too risky.
B)   not worry very much about segmenting because marketing concepts are not very well developed in most other economies.
C)   consider the whole "foreign market" as a segment.
D)   use broad criteria, such as geographic region or stage of economic development, to define submarkets before further segmenting.
E)   treat each foreign market as a separate segment.

Question 20

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?

Accepted Answer

A)   Rate of use
B)   Age
C)   Family size
D)   Income
E)   Education

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Which of the following is NOT part of a product-market definition?

Ideally, product-markets should be described in terms of:

Positioning analysis

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

Saying that a "good" product-market segment should be substantial means

The seven-step approach to market segmentation does not estimate the size of each submarket until Step 7.

Which of the following is the BEST example of a "generic market?"

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

The main difference between a "product-market" and a "generic market" is whether customer needs are similar or different.

A digital camera, a computer video-cam, and a computer scanner might compete in the same

In the example for the seven-step approach to market segmentation (used in the text) , which of the following is a determining need?

A product-market is a market with broadly similar needs-and sellers offering various, often diverse, ways of satisfying those needs.

Which of the following possible segmenting dimensions is a "demographic" dimension?

The seven-step approach to market segmentation begins to consider whether a particular group can be profitable to the firm in Step 1-and that is a major consideration throughout all seven steps.

Which of the following is a consumer market demographic dimension?

Segmenting international markets can be more difficult because:

The 7-step approach to market segmentation used in the text shows that:

Marketers at General Mills found that lots of people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

When evaluating international markets, the marketing manager should:

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?