MKT101 chap 7

QN=1 What are the four steps, in order, to designing a customer-driven marketing strategy?

a. market segmentation, differentiation, positioning, and targeting

b. positioning, market segmentation, mass marketing, and targeting

c. market segmentation, targeting, differentiation, and positioning

d. market alignment, market segmentation, differentiation, and market positioning

e. market recognition, market preference, market targeting, and market insistence

c

QN=2 Even though several options are available at any one time, there ________ to segment a market.

a. is one single best way

b. is no single way

c. is a most effective way

d. are limited ways

e. are four ways

b

QN=3 Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

a. Geographic

b. Benefit

c. end-use

d. customer

e. image

a

QN=4 Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

a. geographic

b. behavioral

c. lifestyle

d. demographic

e. psychographic

d

QN=5 Which of the following is the most popular method for segmenting markets?

a. demographic

b. gender

c. psychographic

d. behavioral

e. geographic

a

QN=6 Demographic variables are frequently used in market segmentation because they ________.

a. create smaller segments than other methods do

b. create more easily reached segments than other methods do

c. do not involve stereotypes

d. are easy to measure in comparison to many other methods

e. involve fewer attributes to consider than other methods do

d

QN=7 When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely uses which type of segmentation?

a. readiness

b. gender

c. behavior

d. occasions

e. geographic

b

QN=8 Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

a. gender

b. income

c. occasion

d. usage rate

e. readiness stage

b

QN=9 Lifestyle characteristics and personality characteristics are two types of variables used in ________ segmentation.

a. demographic

b. behavioral

c. social class

d. psychographic

e. user status

d

QN=10 The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.

a. behavioral

b. psychographic

c. age and life cycle

d. demographic

e. geographic

a

QN=11 Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

a. behavioral

b. psychographic

c. occasion

d. impulse

e. emergency

c

QN=12 Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

a. benefit

b. behavioral

c. age and life cycle

d. psychographic

e. demographic

a

QN=13 Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

a. benefit

b. user status

c. usage rate

d. psychographic

e. occasions

c

QN=14 Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.

a. user status

b. loyalty status

c. store type

d. brand preference

e. usage rate

b

QN=15 When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

a. measurable

b. accessible

c. substantial

d. actionable

e. observable

a

QN=16 When a business market segment is large or profitable enough to serve, it is termed ________.

a. measurable

b. accessible

c. substantial

d. actionable

e. differentiable

c

QN=17 When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

a. measurable

b. accessible

c. substantial

d. actionable

e. differentiable

d

QN=18 You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________.

a. measurable

b. accessible

c. substantial

d. actionable

e. differentiable

e

QN=19 The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________.

a. Measurable

b. Accessible

c. Substantial

d. Actionable

e. Differentiable

b

QN=20 Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list?

a. relative power of buyers

b. lack of powerful suppliers to control prices

c. few substitute products

d. competition with superior resources

e. financial resources

d

QN=21 In general, a company should enter only segments in which it can ________ and ________.

a. offer lower prices; ship faster

b. offer superior value; gain advantages over competitors

c. offer superior value; ship faster

d. gain advantages over competitors; mass market its products

e. offer lower prices; develop customer loyalty

b

QN=22 Mass marketers often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?

a. undifferentiated marketing

b. differentiated marketing

c. target marketing

d. concentrated marketing

e. Micromarketing

a

QN=23 When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

a. undifferentiated

b. differentiated

c. target

d. Individual

e. Niche

b

QN=24 Developing a strong position within several segments creates more total sales than ________ marketing across all segments.

a. Undifferentiated

b. Differentiated

c. Niche

d. Target

e. Individual

a

QN=25 ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against ________ when selecting this strategy.

a. extra research; costs

b. sales analysis; sales

c. increased sales; increased costs

d. geographic segmentation; demographic segmentation

e. attitudes; perceptions

c

QN=26 P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of P&G's differentiated marketing strategy?

a. lost sales that would have been made with an undifferentiated marketing strategy across all segments

b. lost customer loyalty due to lack of brand loyalty

c. increased costs for separate marketing plans for each brand

d. other suppliers controlling pricing

e. lack of resources to succeed in an attractive segment

c

QN=27 Using concentrated marketing, the marketer goes after a ________ share of ________.

a. small; a small market

b. small; a large market

c. large; one or a few niches

d. large; the mass market

e. moderate; local

c

QN=27 Using concentrated marketing, the marketer goes after a ________ share of ________.

a. small; a small market

b. small; a large market

c. large; one or a few niches

d. large; the mass market

e. moderate; local

e

QN=29 ________ tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

a. Undifferentiated

b. Differentiated marketing

c. Niche marketing

d. Local marketing

e. Individual marketing

d

QN=30 Which of the following is the narrowest marketing strategy?

a. segmented strategy

b. local marketing

c. differentiated marketing

d. mass marketing

e. undifferentiated marketing

b

QN=31 When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________.

a. micromarketing

b. mass marketing

c. mass customization

d. differentiated marketing

e. localization

a

QN=32 When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous.

a. differentiated

b. undifferentiated

c. concentrated

d. customized

e. localized

b

QN=33 In target marketing, the issue of social responsibility is not really who is targeted, but rather ________ and for ________.

a. why; what

b. how; what

c. why; how long

d. where; how long

e. how; how long

b

QN=34 Which group determines a product's position relative to competing products?

a. manufacturers

b. wholesalers

c. retailers

d. consumers

e. suppliers

d

QN=35 A company or store gains a(n) ________ by differentiating its products and delivering more value.

a. competitive advantage

b. positioning advantage

c. cost advantage

d. efficiency advantage

e. synergy

a

QN=36 A company or market offer can be differentiated along the lines of product, image, services, channels, or ________.

a. labeling

b. packaging

c. people

d. customer service

e. reputation

c

QN=37 The answer to the customer's question "Why should I buy your brand?" is found in the ________.

a. quality image

b. customer services

c. value proposition

d. differentiation

e. pricing and promotion structure

c

QN=38 What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?

a. more-for-the-same

b. more-for-less

c. same-for-less

d. less-for-much-less

e. all-or-nothing

c

QN=39 Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?

a. more-for-the-same

b. more-for-less

c. same-for-less

d. less-for-much-less

e. all-or-nothing

c

QN=40 "Less-for-much-less" positioning involves meeting consumers' ________.

a. quality performance requirements at a lower price

b. lower quality requirements in exchange for a lower price

c. lower quality requirements at the lowest possible price

d. high quality requirements at a discounted rate

e. high quality requirements at the lower possible price

b

QN=41 Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case a consumer would purchase a product positioned with a ________ strategy.

a. more-for-the-same

b. more-for-less

c. same-for-less

d. less-for-much-less

e. all-or-nothing

d

QN=42 Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

a. more-for-the-same

b. more-for-less

c. same-for-less

d. less-for-much-less

e. all-or-nothing

b

QN=43 When it first opened for business, Home Depot claimed to offer better products at lower prices. This hard-to-sustain value proposition is called ________.

a. more-for-the-same

b. more-for-less

c. more-for-more

d. same-for-less

e. same-for-more

b

QN=44 When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

a. market segmenting

b. mass marketing

c. differentiation

d. targeting

e. positioning

d

QN=45 When Pacific Fisheries groups its customers by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?

a. economic factors

b. political and legal factors

c. geographic location

d. benefits sought

e. demographics

c

QN=46 When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

a. user status

b. age and life-cycle

c. psychographic

d. behavioral

e. lifestyle

b

QN=47 At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________.

a. user status

b. usage rate

c. benefit

d. behavioral

e. psychographic

e

QN=48 An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters. These three groups are examples of ________.

a. marketing mixes

b. market segments

c. product mixes

d. mass markets

e. market positions

b

QN=49 A catalog retailer has identified African-American professionals between the ages of thirty-five and forty-five as the group of customers within the larger market that is a potential market for its products. The retailer plans to direct its marketing efforts toward this group of consumers. The retailer has identified a ________.

a. target market

b. marketing mix

c. product mix

d. mass market

e. market aggregation

a

QN=50 Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it and mass promotes it. This firm uses ________ marketing.

a. segmented

b. undifferentiated

c. nontraditional

d. differentiated

e. mass customization

b

QN=51 A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________.

a. differentiated marketing

b. undifferentiated marketing

c. segmented marketing

d. concentrated marketing

e. mass customization

b

QN=52 Sanguine Services is a small company that practices a marketing strategy in which its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies?

a. undifferentiated

b. differentiated

c. mass

d. concentrated

e. geographically dispersed

d

QN=53 Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following terms does NOT apply to this type of marketing?

a. one-to-one

b. customized

c. markets-of-one

d. concentrated

e. mass customization

d

QN=54 There are several different sports watches for cyclists. When compared to its competitors, the Bike Nashbar watch is the least expensive. The Acumen Basic is the only one designed for older cyclists who prefer a larger display. Sports Instrument is the most comfortable of all the available watches. This describes the ________ of the three sports watches.

a. marketing mixes

b. mass marketing strategies

c. positions

d. consumer orientations

e. selling orientations

c

QN=55 When comparing itself to its competitors, Hidden Valley describes its Ranch dressing as the original. This is the ________ the manufacturer has planned for the product.

a. marketing mix

b. market segment

c. position

d. services differentiation

e. channel differentiation

c

QN=56 The Jay Group hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors do. The Jay Group has gained a strong competitive advantage through which type of differentiation?

a. image

b. people

c. services

d. product

e. channel

b

QN=57 Ford Motor Company emphasizes "Quality First-Ford Tough" in its truck products. In doing so, the company has developed a differentiation strategy based on ________.

a. people

b. image

c. products

d. services

e. positioning

c

QN=58 Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, that are priced a great deal lower than other used cars. Cheap Heaps has chosen to position its products with a ________ strategy.

a. more-for-the same

b. more-for-less

c. same-for-less

d. less-for-much-less

e. more for more

c

QN=59 Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use?

a. more-for-the-same

b. more-for-more

c. repositioning

d. the-same-for-less

e. more-for-less

b

QN=60 Which of the following is the most logical reason for P&G offering products that compete with one another on the same supermarket shelves?

a. Different people want a greater selection.

b. Procter & Gamble has little competition.

c. Different people want different mixes of benefits from the products they buy.

d. Retailers request it.

e. It creates healthy competition.

c