Question 1

To be useful,market segments must be measurable,accessible,________ and actionable.

Accepted Answer

The answer of To be useful,market segments must be measurable,accessible,________...

Question 2

Market ________ is the process of evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.

Accepted Answer

The answer of Market ________ is the process of evaluating...

Question 3

As in consumer segmentation,many marketers believe that ________ and ________ provide the best basis for segmenting business markets.

Accepted Answer

A) geographic;demographic segmentation 
B) user status;user loyalty 
C) buying behaviour;benefits 
D) age,life-cycle;psychographic segmentation 
E) income;usage rate 
A) geographic;demographic segmentation 
B) user status;user loyalty 
C) buying behaviour;benefits 
D) age,life-cycle;psychographic segmentation 
E) income;usage rate

Question 4

Some critics of marketing worry that premium offers and high-powered advertising appeals presented through the mouths of lovable animated characters will overwhelm children's ________.

Accepted Answer

The answer of Some critics of marketing worry that premium...

Question 5

Demographic variables are so frequently used in market segmentation because they ________.

Accepted Answer

A) create smaller segments 
B) create more easily reached segments 
C) do not involve stereotypes 
D) are easier to measure 
E) involve fewer attributes to consider 
A) create smaller segments 
B) create more easily reached segments 
C) do not involve stereotypes 
D) are easier to measure 
E) involve fewer attributes to consider

Question 6

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

Accepted Answer

A) more-for-the-same 
B) more-for-less 
C) same-for-less 
D) less-for-much-less 
E) all-or-nothing 
A) more-for-the-same 
B) more-for-less 
C) same-for-less 
D) less-for-much-less 
E) all-or-nothing

Question 7

When food retailer,IGA,customises its merchandise store by store to meet shopper needs,it is practicing ________.

Accepted Answer

A) niche marketing 
B) psychographic marketing 
C) local marketing 
D) social segmentation 
E) individual marketing 
A) niche marketing 
B) psychographic marketing 
C) local marketing 
D) social segmentation 
E) individual marketing

Question 8

In ________ marketing,an organisation ignores market segment differences and creates a single offer for the whole market.

Accepted Answer

The answer of In ________ marketing,an organisation ignores market segment...

Question 9

The department store,David Jones,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 David Jones use?

Accepted Answer

A) more-for-the-same 
B) more-for-more 
C) repositioning 
D) the-same-for-less 
E) more-for-less 
A) more-for-the-same 
B) more-for-more 
C) repositioning 
D) the-same-for-less 
E) more-for-less

Question 10

A(n)________ market is a set of buyers with common needs or characteristics that a company decides to serve.

Accepted Answer

The answer of A(n)________ market is a set of buyers...

Question 11

Through talking to numerous competitors at a regional trade show,you learn that most of them use the most popular base for segmenting customer groups.What is it?

Accepted Answer

A) demographic 
B) lifestyle 
C) psychographic 
D) behavioural 
E) geographic 
A) demographic 
B) lifestyle 
C) psychographic 
D) behavioural 
E) geographic

Question 12

The iconic Australian spread Vegemite has used the slogan 'Puts a rose in every cheek' for many years.Which of the following strategies does this slogan most likely support?

Accepted Answer

A) differentiated marketing 
B) single-segment concentration 
C) undifferentiated marketing 
D) market specialisation 
E) product specialisation 
A) differentiated marketing 
B) single-segment concentration 
C) undifferentiated marketing 
D) market specialisation 
E) product specialisation

Question 13

At a recent marketing seminar,the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.

Accepted Answer

A) True 
 B)False

Question 14

A major food retailer stocks the same brand of chicken throughout all its Australian stores in an effort to achieve economies through bulk purchasing.However,in the regional Victorian centre of Ballarat,the store manager has noticed that local consumers have a strong preference for the local 'Country Chicken' brand.Sales of fresh chicken in the Ballarat store are well below national averages and the manager fears that this may be having a detrimental effect on overall store traffic.He is planning to recommend that Head Office vary its store policy by allowing him to source chickens locally rather than from central stores.Which of the following is the store manager considering?

Accepted Answer

A) niche marketing 
B) geographic specialisation 
C) local marketing 
D) focused strategy 
E) mass customisation 
A) niche marketing 
B) geographic specialisation 
C) local marketing 
D) focused strategy 
E) mass customisation

Question 15

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

Accepted Answer

A) manufacturers 
B) wholesalers 
C) retailers 
D) consumers 
E) suppliers 
A) manufacturers 
B) wholesalers 
C) retailers 
D) consumers 
E) suppliers

Question 16

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.

Accepted Answer

A) elderly 
B) child 
C) animal 
D) minority 
E) senior 
A) elderly 
B) child 
C) animal 
D) minority 
E) senior

Question 17

Which of the following statements is expressed solely as a psychographic profile of a consumer?

Accepted Answer

A) Gail is 21,a secretary and she loves mountain biking. 
B) Roger is a radiographer with an income of over 80 thousand dollars per year. 
C) Ben is self-confident in his role as a park ranger. 
D) Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
E) Rab likes nothing better than to unwind with his mates,over a drink,at the football. 
A) Gail is 21,a secretary and she loves mountain biking. 
B) Roger is a radiographer with an income of over 80 thousand dollars per year. 
C) Ben is self-confident in his role as a park ranger. 
D) Randall loves long weekends in the countryside to relieve the pressure of his medical practice. 
E) Rab likes nothing better than to unwind with his mates,over a drink,at the football.

Question 18

The ________ allows decreased pinpointing of audiences and,in turn,less precise targeting.

Accepted Answer

The answer of The ________ allows decreased pinpointing of audiences...

Question 19

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 ________.

Accepted Answer

A) concentrated marketing 
B) mass marketing 
C) mass customisation 
D) undifferentiated marketing 
E) localisation 
A) concentrated marketing 
B) mass marketing 
C) mass customisation 
D) undifferentiated marketing 
E) localisation

Question 20

Today,most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.

Accepted Answer

A) True 
 B)False

To be useful,market segments must be measurable,accessible,________ and actionable.

Market ________ is the process of evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.

As in consumer segmentation,many marketers believe that and provide the best basis for segmenting business markets.

Some critics of marketing worry that premium offers and high-powered advertising appeals presented through the mouths of lovable animated characters will overwhelm children's ________.

Demographic variables are so frequently used in market segmentation because they ________.

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

When food retailer,IGA,customises its merchandise store by store to meet shopper needs,it is practicing ________.

In ________ marketing,an organisation ignores market segment differences and creates a single offer for the whole market.

The department store,David Jones,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 David Jones use?

A(n)________ market is a set of buyers with common needs or characteristics that a company decides to serve.

Through talking to numerous competitors at a regional trade show,you learn that most of them use the most popular base for segmenting customer groups.What is it?

The iconic Australian spread Vegemite has used the slogan 'Puts a rose in every cheek' for many years.Which of the following strategies does this slogan most likely support?

At a recent marketing seminar,the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.

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

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.

Which of the following statements is expressed solely as a psychographic profile of a consumer?

The ________ allows decreased pinpointing of audiences and,in turn,less precise targeting.

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 ________.

Today,most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.

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

To be useful,market segments must be measurable,accessible,________ and actionable.

Market ________ is the process of evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.

As in consumer segmentation,many marketers believe that ________ and ________ provide the best basis for segmenting business markets.

Some critics of marketing worry that premium offers and high-powered advertising appeals presented through the mouths of lovable animated characters will overwhelm children's ________.

Demographic variables are so frequently used in market segmentation because they ________.

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

When food retailer,IGA,customises its merchandise store by store to meet shopper needs,it is practicing ________.

In ________ marketing,an organisation ignores market segment differences and creates a single offer for the whole market.

The department store,David Jones,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 David Jones use?

A(n)________ market is a set of buyers with common needs or characteristics that a company decides to serve.

Through talking to numerous competitors at a regional trade show,you learn that most of them use the most popular base for segmenting customer groups.What is it?

The iconic Australian spread Vegemite has used the slogan 'Puts a rose in every cheek' for many years.Which of the following strategies does this slogan most likely support?

At a recent marketing seminar,the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.

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

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment.

Which of the following statements is expressed solely as a psychographic profile of a consumer?

The ________ allows decreased pinpointing of audiences and,in turn,less precise targeting.

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 ________.

Today,most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.

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

As in consumer segmentation,many marketers believe that and provide the best basis for segmenting business markets.