Deck 9: Market Segmentation, Targeting, and Positioning

Question 1

A)respond similarly to marketing messages.
B)have common needs.
C)have similar shopping styles.
D)will become loyal customers.
E)will become repeat customers.

Answer 1

B

Question 2

The primary focus of Zappos' market segmentation strategy is

A)sell a huge selection of shoes to people who will buy them online.
B)sell a wide selection of leather shoes and boots to retailers.
C)sell all types of shoes, accessories, and clothing to department stores.
D)use organizational segmentation to sell accessories to consumers.
E)sell children's shoes to online retailers.

Answer 2

A

Question 3

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

A)demographic clusters.
B)organizational buyers.
C)ultimate consumers.
D)market segments.
E)qualified prospects.

Answer 3

D

Question 4

To be identified as a market segment, its members must

A)represent a large share of the entire market and have critical buying power.
B)have common needs and respond similarly to market actions.
C)have different needs and have potential for future growth.
D)have different needs and respond similarly to market actions.
E)have potential for future growth and have potential for increased profit or return on investment.

Question 5

In marketing, each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

A)market segment
B)demographic cluster
C)organizational buyer
D)ultimate consumer
E)qualified prospect

Question 6

Market segments refer to

A)the relatively heterogeneous group of prospective buyers that result from the market segmentation process.
B)the relatively homogenous group of prospective buyers that result from the market segmentation process.
C)the smallest unit of buyers that have similar needs but do not react similarly in a buying situation.
D)all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future.
E)all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

Question 7

According to Tony Hsieh, CEO of Zappos, the greatest amount of time is spent

A)seeking out new and unusual styles of shoes from all over the world.
B)improving the Web site to make it faster, more interesting, and fun.
C)seeking out new markets that will go beyond the Internet.
D)finding the fastest and least expensive modes of delivery for their product.
E)finding new and improved ways to improve customer-service levels.

Question 8

Market segmentation stresses __________ and relating needs and benefits to specific marketing actions.

A)grouping people randomly in a market
B)grouping people according to similar needs
C)splitting people randomly between markets
D)dividing people into the smallest groups possible
E)identifying potential new buyers who are not yet familiar with their product

Question 9

Tony Hsieh, CEO of Zappos, offers $2,000 to anyone who

A)identifies a completely new market segment with a product to match it.
B)can find a way of improving service to on-line customers.
C)takes the loyalty training class and decides to quit anyway.
D)can find a shoe-related product that Zappos does not already carry.
E)create a theme for "Weirdo Wednesday" when company meetings are held.

Question 10

Humility, humor, and honesty in relationships are all examples of Zappos' __________.

A)profile of the target market for teachers
B)profile of the target market for nurses
C)ten core values for Zappos employees
D)qualities required from Zappos suppliers
E)qualities required from Zappos retailers

Question 11

The company name Zappos was chosen because

A)it was the founder's family name.
B)it conveyed in Spanish the type of product sold.
C)it inferred how quickly you could access the product.
D)it contained letters from the names of the three founders.
E)it reflected the brand name of the first line of shoes they sold.

Question 12

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

A)consumer differentiation.
B)psychographics.
C)market segmentation.
D)market delineation.
E)aggregation marketing.

Question 13

Which of the following statements about Zappos is most accurate?

A)Zappos limits its inventory to an extensive selection of high end fashion footwear.
B)Zappos carries more than 1,000 different brands of shoes with over 3 million products.
C)Zappos can guarantee over-night shipping to all its customers because the customers know ahead of time they will be charged for express service.
D)Zappos is so successful because it has chosen a single mission "sell shoes and nothing else."
E)Zappos offers a 30/60/90 day return policy whereby refunds are based on how long you've had the shoes.

Question 14

will respond similarly to a marking action is referred to as __________.

A)market diversification
B)market differentiation
C)market segmentation
D)market augmentation
E)repositioning

Question 15

Market segmentation refers to

A)the philosophy that to do a truly excellent job of marketing a company should concentrate only on one segment of customers at a time.
B)aggregating prospective buyers into groups that have common needs but who respond differently to a marketing action.
C)aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action.
D)aggregating prospective buyers into groups and creating or designing specific products that will satisfy their unique needs.
E)the belief that it is possible to satisfy every customer's needs if you can identify the correct segment in which they belong.

Question 16

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

A)increase sales and profitability.
B)stand up to legal scrutiny.
C)be socially responsible.
D)create sustainable demand.
E)create innovation.

Question 17

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

A)maintain market share.
B)increase sales and profits.
C)assume social responsibility.
D)use the firms resources most efficiently.
E)provide the best quality products on the market.

Question 18

Product differentiation refers to

A)a marketing strategy whereby a firm selects to sell a product for which there is no direct competition and current substitutes.
B)a marketing strategy whereby a firm offers a service associated with a product rather than the product itself.
C)the term used to describe seemingly disparate products that can act as substitutes for one another creating indirect rather than direct competition.
D)the legal requirement that requires a specified degree of distinction between products to ensure that trademarks, brand names, and/or intellectual property are not being stolen or abused.
E)a marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products.

Question 19

The relatively homogenous group of prospective buyers that result from the market segmentation process is referred to as a(n) __________.

A)market segment
B)target market
C)customer base
D)ultimate consumer
E)preferred customer

Question 20

A marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

A)prestige marketing
B)selective distribution
C)market differentiation
D)product discernment
E)product differentiation

Question 21

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach.Today you can buy Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and Alka-Seltzer Heartburn Relief.Each Alka-Seltzer product is targeted to a slightly different market segment.The maker of Alka-Seltzer is using

A)product extrapolation.
B)market sectioning.
C)product differentiation.
D)product segmentation.
E)product base development.

Question 22

Market segmentation is only a means to an end.In economist's terms, it relates supply (__________) to demand (the customer needs).

A)strategic objectives
B)the strength of its suppliers
C)government regulations
D)self-regulatory industry standards
E)the organization's marketing program

Question 23

FIGURE 9-1
Cell "B" in Figure 9-1 represents which stage of the market segmentation process?

A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Question 24

Which of the following statements regarding market segmentation is most accurate?

A)Even if a firm finds only one potential market segment, it should take advantage of the opportunity no matter what.
B)Market segmentation only works for large corporations because small businesses don't have a lot of money either for the process or the corresponding actions.
C)You should not try market segmentation unless you are willing to create or carry additional products.
D)If a business firm goes to the trouble and expense of segmenting its markets, it expects to reveal a way to increase sales, profits, and return investment.
E)Market segmentation strategies work less than 25% of the time, however, for the times it does work, the benefits more than compensate for previous failures.

Question 25

E-Bay has many different groups on its Web site.Groups range from Collectors Clubs to the e-Bay Community Cookbook group.E-bay uses a __________ strategy to reach several different market segments.

A)product sampling
B)product extrapolation
C)product differentiation
D)usage segmentation
E)behavioral segmentation

Question 26

FIGURE 9-1
Cell "A" in Figure 9-1 represents which stage of the market segmentation process?

A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Question 27

FIGURE 9-1
Cell "C" in Figure 9-1 represents which stage of the market segmentation process?

A)link needs to actions
B)identify market needs
C)establish a marketing protocol
D)execute marketing program actions
E)segment and select the target markets

Question 28

A business firm segments its markets when this strategy increases its sales revenue, profit, and return on investment.When expenses are greater than the potentially increased sales from segmentation, the firm should

A)not consider market segmentation at this time.
B)combine departments within the company to make the process more streamlined.
C)reduce production costs, or increase prices to facilitate the segmentation process.
D)seek alternate channels of distribution including Internet sales.
E)discontinue manufacturing any products that are not in the mature stage of their product life cycle.

Question 29

A business firm goes to the trouble and expense of segmenting its markets when

A)it changes its advertising campaign.
B)competitors enter the marketplace.
C)the environment becomes uncertain.
D)it expects that this will increase its sales, profit, and return on investment.
E)there is a recessionary economic environment.

Question 30

The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' needs and

A)self-regulatory industry standards.
B)government regulations.
C)top-level management.
D)controllable environmental factors.
E)the organization's marketing program.

Question 31

Reebok makes shoes with DMX Shear and Foam cushioning.The Premier Control shoe is made for runners whose feet tend to turn out.The Premier Road is made with extra cushioning for pavement runners.This strategy is an example of

A)market segmentation.
B)mass customization.
C)customized manufacturing.
D)single chain marketing.
E)market specific selection.

Question 32

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubblegum flavor.Sometime later the same basic formula was given a fresh, minty flavor to appeal to adults.What is this marketing strategy called?

A)product sampling
B)product extrapolation
C)product differentiation
D)usage segmentation
E)psychographic segmentation

Question 33

Market segmentation is only a means to an end.In economist's terms, market segmentation relates supply (the organization's marketing program) to demand (__________).

A)competitive buying behaviors
B)government regulations
C)strategic objectives
D)customer needs
E)product positions

Question 34

Small athletic shoe manufacturers such as Vans have targeted niche markets and made shoes designed to satisfy the needs of different specific groups of customers.This strategy is an example of

A)market segmentation.
B)mass customization.
C)customized manufacturing.
D)single chain marketing.
E)market specific selection.

Question 35

The Zappos.com segmentation strategy is based on

A)offering the absolute best selection of shoes and the absolute best service.
B)designing shoes for every type of occasion.
C)dividing all their customers into two distinct segments: people shopping for low price and people shopping for style.
D)offering the best selection of shoes through every possible channel of distribution.
E)maintaining the simplest method of price points to make the purchase process as simple as possible for its customers.

Question 36

The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.

A)self-regulatory industry standards
B)government regulations
C)top-level management
D)market needs
E)controllable environmental factors

Question 37

Time magazine publishes 200 different U.S.editions each targeted at unique geographic and demographic segments using a special mix of advertisements.Time is using which of the following segmentation strategies?

A)one product with multiple market segments
B)multiple products with multiple market segments
C)one product with multiple channels of distribution
D)one product with changes based on customer behavior
E)multiple products with multiple segments

Question 38

Street & Smith publishes the same baseball magazine with exactly the same stories but with 16 different covers to appeal to baseball fans in 16 different regions of the U.S.Four samples are shown in Figure 9-2 above.What is the market segmentation strategy?

A)psychographic segmentation
B)outlet-type segmentation
C)demographic segmentation
D)behavioral segmentation
E)geographic segmentation

Question 39

FIGURE 9-2
The Sporting News Baseball Yearbook uses 16 different covers featuring a baseball star from each of its regions in the United States.Four samples are shown in Figure 9-2 above.This is a great example of a

A)interest-based segmentation.
B)segmenting organizational markets.
C)one product and multiple market segments.
D)multiple products and multiple market segments.
E)segments of one, or mass customization.

Question 40

Which strategy involves a firm using different marketing mix activities, such as product features and advertising, to help consumers perceive the product as being different and better than competing products?

A)dual distribution
B)market differentiation
C)product differentiation
D)market penetration
E)full coverage marketing

Question 41

In the United States, the Harry Potter series of books were often at the top of The New York Times fiction best-seller list.These books have been marketed to preteen, teen, and adult readers around the world.Scholastic, the publisher of the Harry Potter books, is using which of the following segmentation strategies?

A)multiple products with multiple market segments
B)one product with multiple channels of distribution
C)one product with multiple market segments
D)one product with changes based on customer behavior
E)multiple products with multiple segments

Question 42

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs-such as the original line-drawn figures on fine china sold at Nordstrom and a cartoon-like Pooh on polyester bed sheets sold at Wal-Mart.This is an example of

A)mass customization.
B)one product and multiple market segments.
C)price discrimination.
D)a "Tiffany/Wal-Mart" strategy.
E)psychographic market segmentation.

Question 43

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids __________, which often results in extremely high research, engineering, and manufacturing expenses.

A)the extra cost of developing and producing additional versions of the product
B)creating a customer service gap
C)indirect distribution and logistics problems
D)restructuring the firm's strategic planning
E)amortization costs of product enhancements

Question 44

You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50, or you can buy a card that's not quite as nice but just as sentimental from the store's new $.99 line of greeting cards.This is an example of

A)mass customization.
B)organizational synergy.
C)one product and multiple market segments.
D)price discrimination.
E)a "Tiffany/Wal-Mart" strategy.

Question 45

One marketing action that can be taken to sell a single product or service to multiple market segments is

A)develop and produce another version of the product.
B)manufacture products that appeal to different markets.
C)develop separate promotional campaigns.
D)purchase another firm that has additional products that would appeal to multiple markets.
E)issue stock used for additional research and development for improved products.

Question 46

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one, but seems worthwhile if it serves customers' needs better, doesn't reduce quality or increase price, and

A)conforms to all FDA guidelines.
B)creates economy of scale.
C)decreases the cost of the physical plant.
D)stabilizes the sales revenues and profits.
E)adds to the manufacturer's sales revenues and profits.

Question 47

ChoiceShirts is an online company that makes custom T-shirts.Customers can make their shirts using any downloaded photo inserted into 600 templates or even design a shirt from scratch.This is an example of

A)family branding.
B)mass customization.
C)synergistic marketing.
D)market melding.
E)specialty customization.

Question 48

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one but seems worthwhile if it adds to the manufacturer's sales revenues and profits, doesn't reduce quality or increase price, and

A)conforms to all FDA guidelines.
B)creates economy of scale.
C)decreases the cost of the physical plant.
D)stabilizes the sales revenues and profits.
E)better serves the customers' needs.

Question 49

Custom Foot runs six retail locations.At first glance none looks any different from your basic old-fashioned shoe store, but the only boots on hand are display models.There's no inventory for sale, and customers go home empty-handed-at least initially.Customers browse the store, mixing and matching design components such as style, color, and leather type.About 100 display boots provide style guidelines.Once you choose a boot style, you select materials, colors, and textures.Custom Foot guarantees your boots will be ready within three weeks.This is an example of

A)mass customization.
B)specialty customization.
C)virtual merchandising.
D)one product and multiple market segments.
E)multiple market and multiple market segments.

Question 50

Chip-N-Dough Cookie Co.in Santa Ana, CA sells organic cookies to corporate customers in tins with the customer's corporate logo printed on it.The largest order has been for 15,000 tins or 360,000 cookies.This is an example of

A)family branding.
B)mass customization.
C)synergistic marketing.
D)market melding.
E)specialty customization.

Question 51

Lands' End will custom fit the Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com.This is an example of

A)family branding.
B)mass customization.
C)synergistic marketing.
D)market melding.
E)specialty customization.

Question 52

The greatest benefits to consumers when a firm chooses a one product multiple market strategy is __________.

A)improved service
B)increased number of choices
C)higher product quality and consumer value
D)lower retail prices because of lower marketing costs
E)lower retail prices because of lower production costs

Question 53

MyTwinn makes dolls that look like young girls.For $119 they will make a doll that looks just like a photograph.So, if you send in the money and a photo of your young niece, she could have a doll that is her twin! This is an example of

A)family branding.
B)synergistic marketing.
C)market melding.
D)mass customization.
E)specialty customization.

Question 54

Tailoring goods or services to the tastes of individual customers on a high-volume scale is referred to as

A)family branding.
B)mass customization.
C)synergistic marketing.
D)market melding.
E)specialty customization.

Question 55

Which of the following is an example of a "Tiffany/Wal-Mart" strategy?

A)College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B)A new movie used several different advertisements.One set of previews showed the action scenes in order to attract one audience, and the other set showed romantic scenes to attract another audience.
C)Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D)Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22.
E)Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 56

Which of the following is an example of a multiple products and multiple markets strategy?

A)College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B)A new movie used several different advertisements.One set of previews showed the action scenes in order to attract one audience, and the other set showed romantic scenes to attract another audience.
C)Betty Crocker carries one line of cake mixes for people with conventional ovens, and another line of cake mixes for people with microwave ovens.
D)Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
E)Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 57

To create a __________ strategy, nikeid.com allows customers to visit its Web site and design a sneaker to their own personal specifications.

A)product sampling
B)product extrapolation
C)mass customization
D)usage segmentation
E)psychographic segmentation

Question 58

Which of the following is an example of a multiple products and multiple markets strategy?

A)College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B)A new movie used several different advertisements.One set of previews showed the action scenes in order to attract one audience, and the other set showed romantic scenes to attract another audience.
C)Ford manufactures SUVs for those who wish to carry lots of people and pickup trucks for those who wish to carry lots of products.
D)Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
E)Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.

Question 59

Kellogg's different types of cereals, each targeted at a different type of user, are an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one but seems worthwhile if it adds to the manufacturer's sales revenues and profits, serves customers' needs better, and

A)conforms to all FDA guidelines.
B)creates economy of scale.
C)decreases the cost of the physical plant.
D)stabilizes the sales revenues and profits.
E)doesn't reduce quality or increase price.

Question 60

When compared to a multiple-products-multiple-market segments strategy, a one-product-and-multiple-market-segment strategy

A)is a much more effective means of meeting consumers' individual needs.
B)creates greater cost savings in manufacturing costs.
C)is a more effective way of meeting organizational objectives.
D)have significantly higher distribution costs.
E)is more profitable since you can charge the new segment higher prices without changing the product.

Question 61

Name Maker is an online company that sells high-end gift wrap printed with custom slogans.A customer can have gift wrap printed with the name of the person celebrating a birthday or the folks who are getting married.This made-to-order gift wrap is priced from $24.95 to $32.95 per 12-foot roll.This is an example of

A)family branding.
B)mass customization.
C)synergistic marketing.
D)market melding.
E)specialty customization.

Question 62

The fourth step in segmenting and targeting markets is to __________.

A)group potential buyers into segments
B)select target markets
C)group product to be sold into categories
D)develop a market-product grid and estimate size of the overall market
E)take marketing actions to reach markets

Question 63

A different market segment usually requires a different marketing action that, in turn means greater costs.If increased revenues don't offset extra costs of this action, a marketer should __________ to reduce the number of marketing actions.

A)increase the advertising budget
B)limit the product offerings
C)family brand their products
D)combine segments
E)discontinue offering the good or service

Question 64

Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before possible."Think of Model E as the Dell of the auto industry, designing products based on what consumers truly want and leveraging best-in-class components and micro-factory approaches for rapid design, launch, and direct delivery," said William Santana Li, president and CEO of Model E.Model E manufactures a car only when there is an order from a customer.Model E relies on

A)mass aggregation.
B)a one-product-one-market-segment strategy.
C)build-to-order (BTO).
D)mass customization.
E)specialty customization.

Question 65

Which of the following is not a criterion to use in forming market segments?

A)The ability to assign buyers to a segment is cost-effective and simple.
B)The result of segmenting will cause an increase in market share or profit.
C)There are significant similarities among buyers in the market segment.
D)There is a potential marketing action to reach the segment.
E)Buyers throughout the market have very similar wants and needs.

Question 66

Chip-N-Dough Cookie Company will let you select cookies and put a photo of yourself on the tin.This is an example of

A)mass customization.
B)organizational synergy.
C)target marketing.
D)how the 80/20 rule is implemented.
E)repositioning.

Question 67

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question

A)"Is this product useful on a global scale?"
B)"Would segmentation be worth doing and is it possible?"
C)"Is it possible to reposition this product?"
D)"Is there too much competition for this product?"
E)"Is the market loyal to the product?"

Question 68

A key question to ask before using the product differentiation-market segmentation strategy is:

A)Will the new products steal customers or sales from the older one?
B)Will the products offered compete head-to-head with those of a competitor?
C)Can this action successfully draw customers away from competitors' markets?
D)Are there enough similarities within the market segment to warrant such high costs?
E)Will this action eliminate the need for individualized advertising and promotion?

Question 69

The second step in segmenting and targeting markets is to

A)group potential buyers into segments.
B)group products to be sold into categories.
C)develop a market-product grid and estimate size of the overall market.
D)select target markets.
E)take marketing actions to reach markets.

Question 70

When new products or a new chain steals customers and sales from older existing ones it is referred to as

A)cannibalization.
B)amortization.
C)product appropriation.
D)profit pilfering.
E)profit implosion.

Question 71

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its Loft outlets, featuring moderately priced casual clothes, they were dealing with the marketing phenomenon of __________.

A)amortization
B)product appropriation
C)profit pilferage
D)profit implosion
E)cannibalism

Question 72

The best segmentation approach is the one that

A)makes it easiest to reach the segment.
B)recognizes different needs of buyers among different segments.
C)recognizes similarities of needs of potential buyers within a segment.
D)is simplest and least costly in assigning potential buyers to segments.
E)maximizes the opportunity for future profit and return on investment.

Question 73

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

A)organizational aggregation
B)organizational synergy
C)organizational segmentation
D)organizational amalgamation
E)organizational valuation

Question 74

The third step in segmenting and targeting markets is to __________.

A)group potential buyers into segments
B)group product to be sold into categories
C)select target markets
D)develop a market-product grid and estimate size of the overall market
E)take marketing actions to reach markets

Question 75

The purpose of the five key steps in segmenting and targeting markets is to

A)help identify needs and wants of the consumer of which they themselves may not even be aware.
B)provide guidance to reposition products for greater effectiveness at the least cost to the firm.
C)help generate new products ideas for firms that are profitable but not growing in market share.
D)link market needs of customers to the organization's marketing program.
E)correspond directly to each of the five environmental forces.

Question 76

Which of the following is not a reason to segment a market?

A)The ability to assign buyers to a group is simple and low cost.
B)All the buyers in the market have similar wants and needs.
C)It would cause an increase in market share or profit.
D)There is a potential marketing action to reach it.
E)There are different wants and needs of buyers within the market.

Question 77

Manufacturing a product only when there is an order from a customer is referred to as

A)selective aggregation.
B)a one-product-one-market-segment strategy.
C)synergistic marketing.
D)build-to-order (BTO).
E)specialty customization.

Question 78

The ultimate criterion for an organization's marketing success in customer relationship management is that __________ as a result of increased synergies.

A)costs decrease and profits increase
B)market share increases
C)company value increases
D)customers should be better off
E)production benefits from economies of scale

Question 79

Cannibalization would most likely occur if

A)Dell adds high-end speaker systems to its line.
B)General Mills markets a new version of sweetened Cheerios that tastes like mango.
C)General Motors markets a sport coupe similar to the BMW Z4.
D)Pillsbury adds boxed sugar to its product line.
E)Procter & Gamble adds a new line of baby clothing to its product mix.

Question 80

A marketing manager must be able to put a market segmentation plan into effect.This means being able to recognize the characteristics of potential buyers in a market and then __________ without encountering excessive costs.

A)eliminate potential non-buyers
B)diversify their interests
C)assign them to a segment
D)redirect their purchase behaviors
E)ignore any and all similarities