Question 1

Which of the segmentation strategies is most susceptible to changes in consumer market?

Accepted Answer

A) concentrated 
B) mass 
C) differentiated 
D) undifferentiated 
E) multiple-segment 
A) concentrated 
B) mass 
C) differentiated 
D) undifferentiated 
E) multiple-segment A

Question 2

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

Accepted Answer

A) undifferentiated marketing 
B) differentiated marketing 
C) target marketing 
D) concentrated marketing 
E) micromarketing 
A) undifferentiated marketing 
B) differentiated marketing 
C) target marketing 
D) concentrated marketing 
E) micromarketing A

Question 3

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

Accepted Answer

A) segmented 
B) undifferentiated 
C) traditional 
D) differentiated 
E) None of the above. 
A) segmented 
B) undifferentiated 
C) traditional 
D) differentiated 
E) None of the above. B

Question 4

Marketers must be careful to guard against ________ when using age and life-cycle segmentation.

Accepted Answer

A) underestimating 
B) stereotyping 
C) traditional marketing 
D) cultural bias 
E) gender bias 
A) underestimating 
B) stereotyping 
C) traditional marketing 
D) cultural bias 
E) gender bias

Question 5

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation and targeting.

Accepted Answer

A) True 
 B)False

Question 6

Ford Motor Company emphasises 'Quality first-Ford tough' in its truck products.The company has developed a differentiation strategy based on ________.

Accepted Answer

A) people 
B) image 
C) channels 
D) services 
E) positioning 
A) people 
B) image 
C) channels 
D) services 
E) positioning

Question 7

Which type of segmentation centres 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?

Accepted Answer

A) demographic 
B) psychographic 
C) occasion 
D) impulse 
E) emergency 
A) demographic 
B) psychographic 
C) occasion 
D) impulse 
E) emergency

Question 8

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

Accepted Answer

A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable 
A) accessible 
B) measurable 
C) reachable 
D) differentiable 
E) observable

Question 9

________ segmentation divides a market into groups based on social class,lifestyle or personality characteristics.

Accepted Answer

The answer of ________ segmentation divides a market into groups...

Question 10

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Accepted Answer

A) True 
 B)False

Question 11

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of ________ consumers with ________ products.

Accepted Answer

A) elderly;expensive 
B) young;appealing 
C) vulnerable;marketing 
D) vulnerable or disadvantaged;controversial or potentially harmful 
E) mass market;deceptive 
A) elderly;expensive 
B) young;appealing 
C) vulnerable;marketing 
D) vulnerable or disadvantaged;controversial or potentially harmful 
E) mass market;deceptive

Question 12

The International Drilling Company segments its foreign markets by the income levels of a country's population.This firm segments on what basis?

Accepted Answer

A) political factors 
B) legal factors 
C) geographic factors 
D) economic factors 
E) cultural factors 
A) political factors 
B) legal factors 
C) geographic factors 
D) economic factors 
E) cultural factors

Question 13

The division of buyers into groups based on their social class,life-style or personality characteristics is ________ segmentation.

Accepted Answer

A) behavioural 
B) psychographic 
C) age and life-cycle 
D) demographic 
E) geographic 
A) behavioural 
B) psychographic 
C) age and life-cycle 
D) demographic 
E) geographic

Question 14

Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing,high-end cars,travel and financial services.This firm would use income segmentation.

Accepted Answer

A) True 
 B)False

Question 15

A manufacturer of toothpaste has segmented the market and developed distinct product offerings designed to appeal to the three different segments.One product offers all day protection from tooth decay,a second product offers whiter,brighter teeth and the third product offers all day mouth freshness.Which approach to segmentation is the company most likely to have used?

Accepted Answer

A) benefit segmentation 
B) psychographic segmentation 
C) usage occasion 
D) usage rate 
E) demographic segmentation 
A) benefit segmentation 
B) psychographic segmentation 
C) usage occasion 
D) usage rate 
E) demographic segmentation

Question 16

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

Accepted Answer

A) differentiated marketing 
B) undifferentiated marketing 
C) segmented marketing 
D) mass customisation 
E) concentrated marketing 
A) differentiated marketing 
B) undifferentiated marketing 
C) segmented marketing 
D) mass customisation 
E) concentrated marketing

Question 17

In ________ marketing,an organisation goes after a large share of one or a few submarkets.

Accepted Answer

The answer of In ________ marketing,an organisation goes after a...

Question 18

Typically,developing a strong position within a few or several market segments creates more total sales than ________ marketing across all segments.

Accepted Answer

A) undifferentiated 
B) differentiated 
C) niche 
D) target 
E) individual 
A) undifferentiated 
B) differentiated 
C) niche 
D) target 
E) individual

Question 19

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.

Accepted Answer

A) unimportant to;desired by 
B) unimportant to;overlooked by 
C) too large;undesirable to 
D) unknown by;desired by 
E) disappointed by;geographically far from 
A) unimportant to;desired by 
B) unimportant to;overlooked by 
C) too large;undesirable to 
D) unknown by;desired by 
E) disappointed by;geographically far from

Question 20

International Luxury Gifts divides its markets into units of nations,regions and cities.International Luxury Gifts uses geographic segmentation.

Accepted Answer

A) True 
 B)False

Which of the segmentation strategies is most susceptible to changes in consumer market?

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

Marketers must be careful to guard against ________ when using age and life-cycle segmentation.

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation and targeting.

Ford Motor Company emphasises 'Quality first-Ford tough' in its truck products.The company has developed a differentiation strategy based on ________.

Which type of segmentation centres 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?

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

________ segmentation divides a market into groups based on social class,lifestyle or personality characteristics.

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of consumers with products.

The International Drilling Company segments its foreign markets by the income levels of a country's population.This firm segments on what basis?

The division of buyers into groups based on their social class,life-style or personality characteristics is ________ segmentation.

Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing,high-end cars,travel and financial services.This firm would use income segmentation.

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

In ________ marketing,an organisation goes after a large share of one or a few submarkets.

Typically,developing a strong position within a few or several market segments creates more total sales than ________ marketing across all segments.

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be or larger companies.

International Luxury Gifts divides its markets into units of nations,regions and cities.International Luxury Gifts uses geographic segmentation.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Exam 6: Business Markets and Business Buyer Behaviour

Which of the segmentation strategies is most susceptible to changes in consumer market?

Mass marketers,such as Target and K-Mart Stores,often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting?

White King mass-produces an all-purpose floor cleaner,mass-distributes it and mass-promotes it.This firm uses ________ marketing.

Marketers must be careful to guard against ________ when using age and life-cycle segmentation.

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation and targeting.

Ford Motor Company emphasises 'Quality first-Ford tough' in its truck products.The company has developed a differentiation strategy based on ________.

Which type of segmentation centres 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?

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs.Therefore,these segments are ________.

________ segmentation divides a market into groups based on social class,lifestyle or personality characteristics.

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of ________ consumers with ________ products.

The International Drilling Company segments its foreign markets by the income levels of a country's population.This firm segments on what basis?

The division of buyers into groups based on their social class,life-style or personality characteristics is ________ segmentation.

Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing,high-end cars,travel and financial services.This firm would use income segmentation.

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

In ________ marketing,an organisation goes after a large share of one or a few submarkets.

Typically,developing a strong position within a few or several market segments creates more total sales than ________ marketing across all segments.

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.

International Luxury Gifts divides its markets into units of nations,regions and cities.International Luxury Gifts uses geographic segmentation.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of consumers with products.

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be or larger companies.