14 Aug Multiple Choice 1. In ________ marketing, the seller engages in the mass produ

Multiple Choice

1. In
________ marketing, the seller engages in the mass production, mass
distribution, and mass promotion of one product for all buyers.
a. group
b. mass
c. general
d. segmented
e. differentiated

2. The
argument for ________ marketing is that it creates the largest potential
market, which leads to the lowest costs, which in turn can lead to lower prices
or higher margins.
a. niche
b. micro
c. macro
d. differentiated
e. mass

3. A
________ consists of a group of customers who share a similar set of needs and
wants.
a. market
target
b. market
group
c. market
slice
d. market
segment
e. market
level

4. A
________ consists of two parts: a naked solution and discretionary options.
a. differentiated
market offering
b. flexible
market offering
c. rigid
market offering
d. vertical
market offering
e. horizontal
market offering

5. If
a marketing manager observes that his or her market shows no natural segments
and consumers seem to have roughly the same preferences, the marketing manager
will most likely be faced with a ________ preferences pattern.
a. homogeneous

b. heterogeneous

c. diffused
d. clustered
e. scattered

6. Procter
& Gamble has many soap brands. One reason for this is that soap users tend
to group together in terms of preferences such as bleaching action, softness,
stain removal, et cetera. Which of the following preferences pattern would most
likely apply to P&Gs method of response to market needs?
a. Homogeneous
preferences
b. Diffused
preferences
c. Clustered
preferences
d. Psychological
preferences
e. Cultural
preferences

7. Marketers
usually identify niches by ________.
a. dividing
a segment into subsegments
b. conducting
VALS tests
c. allowing
consumers to gravitate toward product brands
d. examining
the demographics section of The Handbook of Marketing
e. producing
products that can be used in a variety of ways

8. A
niche is characterized as being all of the following EXCEPT that ________.
a. the
customers in the niche have a distinct set of needs
b. the
customers will pay a premium to the firm that satisfies their needs
c. the
niche is not likely to attract other competitors
d. the
customers generally have smaller amounts of income
e. the
nicher gains certain economies through specialization

9. Those
who favor localized marketing see national advertising as wasteful because
________.
a. it
gets too up close and personal with consumers
b. it
drives up manufacturing and marketing costs by reducing economies of scale
c. it
magnifies logistical problems
d. it
fails to address local needs
e. all
of the above

10. ________
combines operationally driven mass customization with customized marketing in a
way that empowers consumers to design the product service offering of their
choice.
a. Consumptionization
b. Viral
marketing
c. Virtual
marketing
d. Regionalization
e. Customerization

11. All
of the following are disadvantages of customerization EXCEPT that ________.
a. it
requires more prior information about the customer than most customers are
willing to share
b. it
is difficult to implement for complex products
c. it
can raise the cost of goods by more than the customer is willing to pay
d. some
customers dont know what they want until they see the actual product
e. the
product may be hard to repair and have little sales value

12. Regardless
of the type of segmentation scheme used, the key is adjusting the marketing
program to recognize ________.
a. the
level of disposable income earned by the target group
b. customer
differences
c. the
costbenefit relationship of narrowing the target market
d. customer
similarities
e. saturated
markets

13. If
a marketer decides to segment a market based on neighborhoods, the marketer
will have chosen the ________ method of segmentation.
a. demographic
b. psychographic
c. geographic
d. cultural
e. social
class

14. When
segmenting on the basis of family life cycle, all of the following are segment
categories EXCEPT ________.
a. young,
single
b. male,
female
c. young,
married
d. older,
married, no children under 18
e. young,
married, youngest child 6 or over

15. If
a marketing manager segments the market into culture-oriented, sports-oriented,
or outdoor-oriented groups, he or she is segmenting on the basis of ________.
a. personality
b. behavioral
occasions
c. user
status
d. psychographic
lifestyle
e. readiness
stage

16. If
a market is segmented according to light, medium, and heavy product users, the
marketer segmenting this market is using the ________ as the means to segment.
a. user
status
b. usage
rate
c. buyer-readiness
stage
d. occasion

e. benefit

17. John
and May have just divorced. Which of the following demographic segmentation
subsegment formats might be used by marketers to reach Jose or Erika?
a. Life
stage
b. Benefits
c. Age
segment
d. User
segment
e. Occasion
segment

18. Men
and women tend to have different attitudinal and behavioral orientations, based
partly on genetic makeup and partly on ________.
a. income
b. occupation
c. socialization
d. heredity
e. globalization

19. ________
is the science of using psychology and demographics to better understand
consumers.
a. Psychographics
b. Segmentation
c. Clustering
d. Demographics
e. Social
psychology

20. According
to the VALS segmentation system, ________ are successful, sophisticated,
active, take-charge people with high self-esteem. Their purchases often
reflect cultivated tastes for relatively upscale, niche-oriented products and
services.
a. innovators
b. thinkers
c. achievers
d. experiencers
e. believers

21. Kim
is a young professional who enjoys snowboarding and going to rock concerts with
her friends. According to the VALS
eight-part typology segmentation system, Kim is best described as a(n)
________.
a. thinker
b. achiever
c. experiencer
d. striver
e. survivor

22. According
to the VALS segmentation system, ________ are considered to be elderly, passive
people who are concerned about change and are loyal to their favorite
brands.
a. believers
b. strivers
c. makers
d. survivors
e. experiencers

23. A
housewife requests a new treadmill for her birthday. With respect to consumer decision roles,
which role is the housewife currently playing?
a. Initiator
b. Influencer
c. Decider
d. Buyer
e. Gatekeeper

24. The
sale of turkeys in Asian countries like Hongkong, Singapore and The Philippines
is highest in December, as people buy turkeys to serve at Christmas. Supermarkets that specifically advertise
turkeys at this time of year are segmenting on the basis of ________.
a. benefits
b. user
status
c. psychographics
d. demographics
e. occasion

25. Mothers-to-be
are potential users who will turn into heavy users of infant products and
services. By targeting mothers-to-be as
future heavy users, producers of these products and services are segmenting
consumers on the basis of ________.
a. usage
rate
b. buyer-readiness
stage
c. loyalty
status
d. user
status
e. benefits

26. If
a buyer is loyal to two or three different brands of soap, this buyers loyalty
status can be described as being among the ________.
a. switchers
b. shifting
loyals
c. split
loyals
d. hard-core
loyals
e. antiloyals

27. Pete
always buys Purina dog food for his dog because he believes that it is the best
value for the nutritional content.
Petes loyalty status is best described as ________.
a. split
loyal
b. shifting
loyal
c. consistent
loyal
d. hard-core
loyal
e. switcher

28. A
company can learn a great deal by analyzing the degrees of brand loyalty. For
example, by studying the ________ the company can pinpoint which brands are
most competitive with its own.
a. hard-core
loyals
b. split
loyals
c. shifting
loyals
d. switchers
e. antiloyals
29. All
of the following are considered to be product attitude segments EXCEPT
________.
a. synergistic

b. enthusiastic

c. positive
d. indifferent
e. hostile

30. A
potato chip manufacturer is concerned about consumers leaving its brand and
going to competitive alternatives. Which of the following groups (based on
strength of commitment) would be most likely to leave the companys offering
and go somewhere else for snack products?
a. Convertible
b. Shallow
c. Average
d. Entrenched
e. Hard
rocks

31. If
a consumer group is designated based on their balance of disposition, the
________ group can be described as one that is made up of nonusers who are as
attracted to a competing brand as they are to their current brands.
a. strongly
unavailable
b. weakly
unavailable
c. ambivalent
d. available
e. desirable

32. If
a marketer is seeking to segment a business market, which of the following
variables is generally felt to be the most important?
a. Personal
characteristics
b. Demographic
variables
c. Situational
factors
d. Operating
variables
e. Purchasing
approaches

33. A
marketer is interested in segmenting a business market based on technology and
customer capabilities. Which of the following major segmentation variables
would most likely be used by the marketer to assist with the task?
a. Demographic
variables
b. Purchasing
approaches
c. Situational
factors
d. Personal
characteristics
e. Operating
variables

34. A
marketer is interested in segmenting a business market on ________ if the
marketer intends to eventually segment the market based on loyalty and attitudes
toward risk.
a. situational
factors
b. purchasing
approaches
c. personal
characteristics
d. operating
variables
e. demographic
variables

35. A
marketer interested in segmenting a business market based on ________ intends
to eventually segment the market based on power structure and purchasing
criteria.
a. situational
factors
b. purchasing
approaches
c. personal
characteristics
d. operating
variables
e. demographic
variables

36. During
which step of the segmentation process would the marketer group customers into
segments based on similar needs and benefits sought by the customer in solving
a particular consumption problem?
a. Step
2segment identification
b. Step
3segment attractiveness
c. Step
6segment acid test
d. Step
1needs-based segmentation
e. Step
7marketing-mix strategy

37. If
an organizations marketing department wished to create segment storyboards
to test the attractiveness of each segments positioning strategy, this action
would most likely occur in the ________ step of the segmentation process.
a. needs-based
segmentation
b. segment
identification
c. segment
profitability
d. segment
acid test
e. marketing-mix
strategy

38. In
the ________ step of the market segmentation process, the marketer evaluates
the segment using criteria such as market growth and market access.
a. need-based
segmentation
b. segment
identification
c. segment
attractiveness
d. segment
profitability
e. segment
acid test

39. To
meet the ________ criterion of useful market segments, it must be possible to
formulate effective programs for attracting and serving the segments.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable

40. If
married and unmarried women respond similarly to a sale on perfume, these
hypothetical segments fail the ________ criterion for useful market segments.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable
41. According
to the ________ criterion for useful market segments, a segment should be the
largest possible homogenous group worth going after with a tailored marketing
program.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable

42. In
evaluating different market segments, the firm must look at two factors: the
segments overall attractiveness and ________.
a. companys
objectives and resources
b. the
product to be sold
c. the
purchasing process
d. competitions
strategies
e. the
global nature of the product

43. Volkswagen
concentrates on the small-car market and Porsche on the sports car market.
These would be examples of what is called ________.
a. single-segment
concentration
b. selective
specialization
c. product
specialization
d. market
specialization
e. full
market coverage
44. All
of the following are benefits of following the ________ approach to target
market selection: a strong knowledge of the segments needs, a strong market
presence, operating economies through specializing in production, distribution,
and promotion.
a. single-segment
concentration
b. selective
specialization
c. product
specialization
d. market
specialization
e. full
market coverage

45. When
a symphony orchestra targets people who have broad cultural interests, rather
than only those who regularly attend concerts, the orchestra is targeting
________.
a. market
mavens
b. strategic
segments
c. supersegments
d. occasion
segments
e. psychodemographic
segments

46. The
chief disadvantage to a firm that decides to follow a product specialization
strategy in selecting target markets is that ________.
a. no
synergy exists
b. logistics
can become a nightmare
c. the
product may be supplanted by an entirely new technology
d. competitors
can easily copy any new product introductions
e. e-commerce
becomes difficult for the company

47. With
________ as a target market strategy, the firm concentrates on serving many
needs of a particular customer group.
a. single-segment
concentration
b. selective
specialization
c. product
specialization
d. market
specialization
e. full
market coverage

48. In
________ marketing, the firm operates in several market segments and designs
different products for each segment.
a. segmented
b. undifferentiated
c. differentiated
d. geodemographic
e. niche

49. Johnson
& Johnson broadened its target market for its baby shampoo to include
adults through ________.
a. countersegmentation
b. metamarketing
c. undifferentiated
marketing
d. product
specialization
e. single-segment
concentration

50. ________
is the strategic coordination of economic, psychological, political, and public
relations skills, to gain the cooperation of a number of parties in order to
enter or operate in a given market.
a. Metamarketing
b. Macromarketing
c. Micromarketing
d. Megamarketing
e. Modular
marketing

51. When
Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing
what is called ________.
a. primary
marketing
b. micromarketing
c. macromarketing
d. segmented
marketing
e. mass
marketing

52. The
marketer ________ the segments; the marketers task is to identify the segments
and decide which one(s) to target.
a. plans
b. creates
c. does
not create
d. rarely
controls
e. controls

53. The
recipe for Internet niching success is to ________.
a. find
a need and fill it
b. choose
a hard-to-find product that customers do not need to see and touch
c. choose
a low-budget product that is heavily demanded by Gen Y
d. choose
an exclusive product sold primarily to seniors
e. find
a product that has some attraction to a health-conscious market

54. Hilton
Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more
cosmopolitan. Southwestern hotels are
more rustic. This is an example of
________ segmentation.
a. demographic
b. behavioral
c. psychographic
d. geographic
e. user
status

55. Pampers
divides its market demographically on the basis of ________ into prenatal, new
baby, baby, toddler, and preschooler.
a. life
stage
b. gender
c. age
d. income
e. social
class

56. Newlyweds
in the Asia buy more in the first six months than an established household does
in five years. Newlyweds are an example
of a(n) ________ segment.
a. life
stage
b. gender
c. behavior
d. user
status
e. income
57. Which
of the following statements accurately describes what demographers are calling
the boom-boom effect?
a. Consumers
are demanding more bang for their buck.
b. Baby
boomers still rule the marketplace.
c. Generation
X and its taste for violence will dominate the market in the future.
d. Products
that appeal to 20-somethings also appeal to baby boomers.
e. Companies
must have success quickly or go bust.

58. If
a marketing manager employs such marketing techniques as online buzz, student
ambassadors, cool events, and street teams to reach target markets, the manager
is most likely appealing to the ________ market.
a. pre-school

b. Generation
X
c. Generation
Y
d. Generation
Z
e. latent
baby boomers

59. Mature
and reflective people who seek durability, functionality, and value in products
are most likely to be categorized as ________ in the VALS system.
a. innovators
b. thinkers
c. achievers
d. experiencers
e. strivers

60. A
hardware store is interested in reaching people who are characterized by the
VALS system as being practical, down-to-earth, and self-sufficient who like to
work with their hands, the ________ category.
a. believers
b. strivers
c. survivors
d. experiencers
e. makers

61. The
key to attracting potential users, or even possibly nonusers, is ________.
a. understanding
the reasons they are not using
b. offering
financial incentives for first-time use
c. increasing
the usage rate of existing users
d. developing
a new product that better meets their needs
e. increasing
advertising expenditures
62. ________
are often a small percentage of the market but account for a high percentage of
total consumption.
a. Light
users
b. Medium
users
c. Heavy
users
d. Nonusers
e. None
of the above
63. By
analyzing the behaviors of ________, companies can learn about their marketing
weaknesses and attempt to correct them.
a. hard-core
loyals
b. split
loyals
c. shifting
loyals
d. switchers
e. ambivalents

64. Users
of a brand can be segmented into several groups based on the strength of
commitment to the brand. If a brand manager is seeking to identify those users
who are actively considering alternative brands, he or she should look for
users that are labeled as ________.
a. convertible
b. shallow
c. average
d. entrenched
e. latent

65. You
have decided to take a purchasing approach to segmenting a proposed business
market. All of the following would be potential means (subsegments) for
segmenting under the purchasing approach EXCEPT ________.
a. purchasing-function
organization
b. power
structure
c. specific
application
d. nature
of existing relationships
e. purchasing
criteria

66. If
your assignment was (for each segment) to create a value proposition and
product-price positioning strategy based on the segments unique customer needs
and characteristics, you would be in which of the following steps of the
segmentation process?
a. Needs-based
segmentation
b. Segment
identification
c. Segment
attractiveness
d. Segment
positioning
e. Segment
acid-test

67. As
a brand manager you have decided to use the ________ full market coverage
approach in marketing to your customers, whereby your firm will operate in
several market segments and design different products for each segment.
a. undifferentiated
b. differentiated
c. concentrated
d. introverted
e. parallel Multiple Choice1. In
________ marketing, the seller engages in the mass production, mass
distribution, and mass promotion of one product for all buyers.a. groupb. massc. generald. segmentede. differentiated2. The
argument for ________ marketing is that it creates the largest potential
market, which leads to the lowest costs, which in turn can lead to lower prices
or higher margins.a. nicheb. microc. macrod. differentiatede. mass3. A
________ consists of a group of customers who share a similar set of needs and
wants.a. market
targetb. market
groupc. market
sliced. market
segmente. market
level 4. A
________ consists of two parts: a naked solution and discretionary options.a. differentiated
market offeringb. flexible
market offeringc. rigid
market offeringd. vertical
market offeringe. horizontal
market offering 5. If
a marketing manager observes that his or her market shows no natural segments
and consumers seem to have roughly the same preferences, the marketing manager
will most likely be faced with a ________ preferences pattern.a. homogeneous
b. heterogeneous
c. diffusedd. clusterede. scattered 6. Procter
& Gamble has many soap brands. One reason for this is that soap users tend
to group together in terms of preferences such as bleaching action, softness,
stain removal, et cetera. Which of the following preferences pattern would most
likely apply to P&Gs method of response to market needs?a. Homogeneous
preferencesb. Diffused
preferencesc. Clustered
preferencesd. Psychological
preferencese. Cultural
preferences7. Marketers
usually identify niches by ________.a. dividing
a segment into subsegmentsb. conducting
VALS testsc. allowing
consumers to gravitate toward product brandsd. examining
the demographics section of The Handbook of Marketinge. producing
products that can be used in a variety of ways 8. A
niche is characterized as being all of the following EXCEPT that ________.a. the
customers in the niche have a distinct set of needsb. the
customers will pay a premium to the firm that satisfies their needsc. the
niche is not likely to attract other competitorsd. the
customers generally have smaller amounts of incomee. the
nicher gains certain economies through specialization 9. Those
who favor localized marketing see national advertising as wasteful because
________.a. it
gets too up close and personal with consumersb. it
drives up manufacturing and marketing costs by reducing economies of scalec. it
magnifies logistical problemsd. it
fails to address local needse. all
of the above10. ________
combines operationally driven mass customization with customized marketing in a
way that empowers consumers to design the product service offering of their
choice.a. Consumptionizationb. Viral
marketingc. Virtual
marketingd. Regionalizatione. Customerization11. All
of the following are disadvantages of customerization EXCEPT that ________.a. it
requires more prior information about the customer than most customers are
willing to shareb. it
is difficult to implement for complex productsc. it
can raise the cost of goods by more than the customer is willing to payd. some
customers dont know what they want until they see the actual producte. the
product may be hard to repair and have little sales value 12. Regardless
of the type of segmentation scheme used, the key is adjusting the marketing
program to recognize ________.a. the
level of disposable income earned by the target groupb. customer
differencesc. the
costbenefit relationship of narrowing the target marketd. customer
similaritiese. saturated
markets13. If
a marketer decides to segment a market based on neighborhoods, the marketer
will have chosen the ________ method of segmentation.a. demographicb. psychographicc. geographicd. culturale. social
class 14. When
segmenting on the basis of family life cycle, all of the following are segment
categories EXCEPT ________.a. young,
singleb. male,
femalec. young,
marriedd. older,
married, no children under 18e. young,
married, youngest child 6 or over 15. If
a marketing manager segments the market into culture-oriented, sports-oriented,
or outdoor-oriented groups, he or she is segmenting on the basis of ________.a. personalityb. behavioral
occasionsc. user
statusd. psychographic
lifestylee. readiness
stage 16. If
a market is segmented according to light, medium, and heavy product users, the
marketer segmenting this market is using the ________ as the means to segment.a. user
statusb. usage
ratec. buyer-readiness
staged. occasion
e. benefit17. John
and May have just divorced. Which of the following demographic segmentation
subsegment formats might be used by marketers to reach Jose or Erika?a. Life
stageb. Benefitsc. Age
segmentd. User
segmente. Occasion
segment 18. Men
and women tend to have different attitudinal and behavioral orientations, based
partly on genetic makeup and partly on ________.a. incomeb. occupationc. socializationd. hereditye. globalization 19. ________
is the science of using psychology and demographics to better understand
consumers.a. Psychographicsb. Segmentationc. Clusteringd. Demographicse. Social
psychology 20. According
to the VALS segmentation system, ________ are successful, sophisticated,
active, take-charge people with high self-esteem. Their purchases often
reflect cultivated tastes for relatively upscale, niche-oriented products and
services.a. innovatorsb. thinkersc. achieversd. experiencerse. believers 21. Kim
is a young professional who enjoys snowboarding and going to rock concerts with
her friends. According to the VALS
eight-part typology segmentation system, Kim is best described as a(n)
________.a. thinkerb. achieverc. experiencerd. strivere. survivor 22. According
to the VALS segmentation system, ________ are considered to be elderly, passive
people who are concerned about change and are loyal to their favorite
brands. a. believersb. striversc. makersd. survivorse. experiencers 23. A
housewife requests a new treadmill for her birthday. With respect to consumer decision roles,
which role is the housewife currently playing?a. Initiatorb. Influencerc. Deciderd. Buyere. Gatekeeper 24. The
sale of turkeys in Asian countries like Hongkong, Singapore and The Philippines
is highest in December, as people buy turkeys to serve at Christmas. Supermarkets that specifically advertise
turkeys at this time of year are segmenting on the basis of ________.a. benefitsb. user
statusc. psychographicsd. demographicse. occasion25. Mothers-to-be
are potential users who will turn into heavy users of infant products and
services. By targeting mothers-to-be as
future heavy users, producers of these products and services are segmenting
consumers on the basis of ________.a. usage
rateb. buyer-readiness
stagec. loyalty
statusd. user
statuse. benefits26. If
a buyer is loyal to two or three different brands of soap, this buyers loyalty
status can be described as being among the ________.a. switchersb. shifting
loyalsc. split
loyalsd. hard-core
loyalse. antiloyals27. Pete
always buys Purina dog food for his dog because he believes that it is the best
value for the nutritional content.
Petes loyalty status is best described as ________.a. split
loyalb. shifting
loyalc. consistent
loyald. hard-core
loyale. switcher28. A
company can learn a great deal by analyzing the degrees of brand loyalty. For
example, by studying the ________ the company can pinpoint which brands are
most competitive with its own.a. hard-core
loyalsb. split
loyalsc. shifting
loyalsd. switcherse. antiloyals29. All
of the following are considered to be product attitude segments EXCEPT
________.a. synergistic
b. enthusiastic
c. positived. indifferente. hostile30. A
potato chip manufacturer is concerned about consumers leaving its brand and
going to competitive alternatives. Which of the following groups (based on
strength of commitment) would be most likely to leave the companys offering
and go somewhere else for snack products?a. Convertibleb. Shallowc. Averaged. Entrenchede. Hard
rocks31. If
a consumer group is designated based on their balance of disposition, the
________ group can be described as one that is made up of nonusers who are as
attracted to a competing brand as they are to their current brands.a. strongly
unavailableb. weakly
unavailablec. ambivalentd. availablee. desirable32. If
a marketer is seeking to segment a business market, which of the following
variables is generally felt to be the most important?a. Personal
characteristicsb. Demographic
variablesc. Situational
factorsd. Operating
variablese. Purchasing
approaches33. A
marketer is interested in segmenting a business market based on technology and
customer capabilities. Which of the following major segmentation variables
would most likely be used by the marketer to assist with the task?a. Demographic
variablesb. Purchasing
approachesc. Situational
factorsd. Personal
characteristicse. Operating
variables34. A
marketer is interested in segmenting a business market on ________ if the
marketer intends to eventually segment the market based on loyalty and attitudes
toward risk.a. situational
factorsb. purchasing
approachesc. personal
characteristicsd. operating
variablese. demographic
variables 35. A
marketer interested in segmenting a business market based on ________ intends
to eventually segment the market based on power structure and purchasing
criteria.a. situational
factorsb. purchasing
approachesc. personal
characteristicsd. operating
variablese. demographic
variables 36. During
which step of the segmentation process would the marketer group customers into
segments based on similar needs and benefits sought by the customer in solving
a particular consumption problem? a. Step
2segment identificationb. Step
3segment attractivenessc. Step
6segment acid testd. Step
1needs-based segmentatione. Step
7marketing-mix strategy 37. If
an organizations marketing department wished to create segment storyboards
to test the attractiveness of each segments positioning strategy, this action
would most likely occur in the ________ step of the segmentation process.a. needs-based
segmentationb. segment
identificationc. segment
profitabilityd. segment
acid teste. marketing-mix
strategy 38. In
the ________ step of the market segmentation process, the marketer evaluates
the segment using criteria such as market growth and market access.a. need-based
segmentationb. segment
identificationc. segment
attractivenessd. segment
profitabilitye. segment
acid test 39. To
meet the ________ criterion of useful market segments, it must be possible to
formulate effective programs for attracting and serving the segments.a. measurableb. substantialc. accessibled. differentiablee. actionable40. If
married and unmarried women respond similarly to a sale on perfume, these
hypothetical segments fail the ________ criterion for useful market segments.a. measurableb. substantialc. accessibled. differentiablee. actionable41. According
to the ________ criterion for useful market segments, a segment should be the
largest possible homogenous group worth going after with a tailored marketing
program.a. measurableb. substantialc. accessibled. differentiablee. actionable 42. In
evaluating different market segments, the firm must look at two factors: the
segments overall attractiveness and ________.a. companys
objectives and resourcesb. the
product to be soldc. the
purchasing processd. competitions
strategiese. the
global nature of the product43. Volkswagen
concentrates on the small-car market and Porsche on the sports car market.
These would be examples of what is called ________. a. single-segment
concentrationb. selective
specializationc. product
specializationd. market
specializatione. full
market coverage44. All
of the following are benefits of following the ________ approach to target
market selection: a strong knowledge of the segments needs, a strong market
presence, operating economies through specializing in production, distribution,
and promotion.a. single-segment
concentrationb. selective
specializationc. product
specializationd. market
specializatione. full
market coverage 45. When
a symphony orchestra targets people who have broad cultural interests, rather
than only those who regularly attend concerts, the orchestra is targeting
________.a. market
mavensb. strategic
segmentsc. supersegmentsd. occasion
segmentse. psychodemographic
segments 46. The
chief disadvantage to a firm that decides to follow a product specialization
strategy in selecting target markets is that ________.a. no
synergy existsb. logistics
can become a nightmarec. the
product may be supplanted by an entirely new technologyd. competitors
can easily copy any new product introductionse. e-commerce
becomes difficult for the company 47. With
________ as a target market strategy, the firm concentrates on serving many
needs of a particular customer group.a. single-segment
concentrationb. selective
specializationc. product
specializationd. market
specializatione. full
market coverage 48. In
________ marketing, the firm operates in several market segments and designs
different products for each segment.a. segmentedb. undifferentiatedc. differentiatedd. geodemographice. niche 49. Johnson
& Johnson broadened its target market for its baby shampoo to include
adults through ________.a. countersegmentationb. metamarketingc. undifferentiated
marketingd. product
specializatione. single-segment
concentration50. ________
is the strategic coordination of economic, psychological, political, and public
relations skills, to gain the cooperation of a number of parties in order to
enter or operate in a given market.a. Metamarketingb. Macromarketingc. Micromarketingd. Megamarketinge. Modular
marketing 51. When
Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing
what is called ________.a. primary
marketingb. micromarketingc. macromarketingd. segmented
marketinge. mass
marketing 52. The
marketer ________ the segments; the marketers task is to identify the segments
and decide which one(s) to target. a. plansb. createsc. does
not created. rarely
controlse. controls 53. The
recipe for Internet niching success is to ________.a. find
a need and fill itb. choose
a hard-to-find product that customers do not need to see and touchc. choose
a low-budget product that is heavily demanded by Gen Yd. choose
an exclusive product sold primarily to seniorse. find
a product that has some attraction to a health-conscious market 54. Hilton
Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more
cosmopolitan. Southwestern hotels are
more rustic. This is an example of
________ segmentation.a. demographicb. behavioralc. psychographicd. geographice. user
status55. Pampers
divides its market demographically on the basis of ________ into prenatal, new
baby, baby, toddler, and preschooler. a. life
stageb. genderc. aged. incomee. social
class56. Newlyweds
in the Asia buy more in the first six months than an established household does
in five years. Newlyweds are an example
of a(n) ________ segment.a. life
stageb. genderc. behaviord. user
statuse. income57. Which
of the following statements accurately describes what demographers are calling
the boom-boom effect?a. Consumers
are demanding more bang for their buck.b. Baby
boomers still rule the marketplace.c. Generation
X and its taste for violence will dominate the market in the future.d. Products
that appeal to 20-somethings also appeal to baby boomers.e. Companies
must have success quickly or go bust. 58. If
a marketing manager employs such marketing techniques as online buzz, student
ambassadors, cool events, and street teams to reach target markets, the manager
is most likely appealing to the ________ market.a. pre-school
b. Generation
Xc. Generation
Yd. Generation
Ze. latent
baby boomers59. Mature
and reflective people who seek durability, functionality, and value in products
are most likely to be categorized as ________ in the VALS system.a. innovatorsb. thinkersc. achieversd. experiencerse. strivers 60. A
hardware store is interested in reaching people who are characterized by the
VALS system as being practical, down-to-earth, and self-sufficient who like to
work with their hands, the ________ category.a. believersb. striversc. survivorsd. experiencerse. makers 61. The
key to attracting potential users, or even possibly nonusers, is ________.a. understanding
the reasons they are not usingb. offering
financial incentives for first-time usec. increasing
the usage rate of existing usersd. developing
a new product that better meets their needse. increasing
advertising expenditures62. ________
are often a small percentage of the market but account for a high percentage of
total consumption.a. Light
usersb. Medium
usersc. Heavy
usersd. Nonuserse. None
of the above63. By
analyzing the behaviors of ________, companies can learn about their marketing
weaknesses and attempt to correct them.a. hard-core
loyalsb. split
loyalsc. shifting
loyalsd. switcherse. ambivalents64. Users
of a brand can be segmented into several groups based on the strength of
commitment to the brand. If a brand manager is seeking to identify those users
who are actively considering alternative brands, he or she should look for
users that are labeled as ________.a. convertibleb. shallowc. averaged. entrenchede. latent 65. You
have decided to take a purchasing approach to segmenting a proposed business
market. All of the following would be potential means (subsegments) for
segmenting under the purchasing approach EXCEPT ________.a. purchasing-function
organizationb. power
structurec. specific
applicationd. nature
of existing relationshipse. purchasing
criteria 66. If
your assignment was (for each segment) to create a value proposition and
product-price positioning strategy based on the segments unique customer needs
and characteristics, you would be in which of the following steps of the
segmentation process?a. Needs-based
segmentationb. Segment
identificationc. Segment
attractivenessd. Segment
positioninge. Segment
acid-test 67. As
a brand manager you have decided to use the ________ full market coverage
approach in marketing to your customers, whereby your firm will operate in
several market segments and design different products for each segment.a. undifferentiatedb. differentiatedc. concentratedd. introvertede. parallel

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.