Question 1

How has a marketer like Amazon.ca contributed to the shift in consumer buying patterns responsible for the "long tail"?

Accepted Answer

The internet has directly contributed to

Question 2

As a pattern found in target market selection, market specialization means that the company offers one product to as many markets as possible.

Accepted Answer

A) True 
 B)False

Question 3

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Accepted Answer

A)  instructional marketing 
B)  consumer marketing 
C)  partner marketing 
D)  grassroots marketing 
E)  differentiated marketing 
A)  instructional marketing 
B)  consumer marketing 
C)  partner marketing 
D)  grassroots marketing 
E)  differentiated marketing

Question 4

When a marketer of wines researched its market based on benefit expectations, it found that a large segment (Image Seekers) with a 20 percent share like to buy from wineries that have been around a long time.

Accepted Answer

A) True 
 B)False

Question 5

Local marketing reflects a growing trend called grassroots marketing. Characterize grassroots marketing and provide an example of a marketer embracing this trend.

Accepted Answer

In grassroots marketing,marketing activi

Question 6

An attractive niche is characterized as having a distinct set of needs.

Accepted Answer

A) True 
 B)False

Question 7

A marketing manager is considering several options to market to market segments identified as being either culture-oriented, sports-oriented, or outdoor-oriented. This manager has selected the ________ format for segmenting markets.

Accepted Answer

A)  personality 
B)  psychographic lifestyle 
C)  user status 
D)  behavioural occasions 
E)  readiness stage 
A)  personality 
B)  psychographic lifestyle 
C)  user status 
D)  behavioural occasions 
E)  readiness stage

Question 8

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

Accepted Answer

Marketers usually envision four groups b

Question 9

Human psychological traitsare different across cultures.

Accepted Answer

A) True 
 B)False

Question 10

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

Accepted Answer

A)  Hourglass products 
B)  Mass market products 
C)  Masstige goods 
D)  Old Luxury brand extensions 
E)  Accessible superpremium products 
A)  Hourglass products 
B)  Mass market products 
C)  Masstige goods 
D)  Old Luxury brand extensions 
E)  Accessible superpremium products

Question 11

When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting what are called

Accepted Answer

A)  occasion segments. 
B)  strategic segments. 
C)  psychodemographic segments. 
D)  supersegments. 
E)  market mavens. 
A)  occasion segments. 
B)  strategic segments. 
C)  psychodemographic segments. 
D)  supersegments. 
E)  market mavens.

Question 12

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the

Accepted Answer

A)  shifting loyals. 
B)  switchers. 
C)  hard-core loyals. 
D)  split loyals. 
E)  anti-loyals. 
A)  shifting loyals. 
B)  switchers. 
C)  hard-core loyals. 
D)  split loyals. 
E)  anti-loyals.

Question 13

Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche.

Accepted Answer

An attractive niche is distinguished as

Question 14

Briefly describe the steps in the segmentation process.

Accepted Answer

The seven steps in the segmentation proc

Question 15

In the VALS segmentation system, Thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.

Accepted Answer

A) True 
 B)False

Question 16

Explain how an airline, such as Air Canada, can have a flexible market offering. Provide an example for the naked solution as well as discretionary options.

Accepted Answer

A flexible market offering consists of t

Question 17

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.

Accepted Answer

A)  anti-loyals 
B)  hard-core loyals 
C)  shifting loyals 
D)  switchers 
E)  split loyals 
A)  anti-loyals 
B)  hard-core loyals 
C)  shifting loyals 
D)  switchers 
E)  split loyals

Question 18

Generation Y members are often turned off by overt branding practices and "hard sell." List and provide examples for the different approaches tried by the marketers to reach and persuade them.

Accepted Answer

The different approaches tried by the ma

Question 19

Those who favour localized marketing see national advertising as wasteful because it is too "arm's length".

Accepted Answer

A) True 
 B)False

Question 20

People play five roles in a buying decision. Name and explain these roles by describing a typical consumer purchase scenario.

Accepted Answer

The roles are:(1)initiator, (2

Exam 8: Identifying Market Segments and Targets

How has a marketer like Amazon.ca contributed to the shift in consumer buying patterns responsible for the "long tail"?

As a pattern found in target market selection, market specialization means that the company offers one product to as many markets as possible.

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

When a marketer of wines researched its market based on benefit expectations, it found that a large segment (Image Seekers) with a 20 percent share like to buy from wineries that have been around a long time.

Local marketing reflects a growing trend called grassroots marketing. Characterize grassroots marketing and provide an example of a marketer embracing this trend.

An attractive niche is characterized as having a distinct set of needs.

A marketing manager is considering several options to market to market segments identified as being either culture-oriented, sports-oriented, or outdoor-oriented. This manager has selected the ________ format for segmenting markets.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

Human psychological traitsare different across cultures.

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting what are called

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the

Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche.

Briefly describe the steps in the segmentation process.

In the VALS segmentation system, Thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.

Explain how an airline, such as Air Canada, can have a flexible market offering. Provide an example for the naked solution as well as discretionary options.

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.

Generation Y members are often turned off by overt branding practices and "hard sell." List and provide examples for the different approaches tried by the marketers to reach and persuade them.

Those who favour localized marketing see national advertising as wasteful because it is too "arm's length".

People play five roles in a buying decision. Name and explain these roles by describing a typical consumer purchase scenario.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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