Question 1

The Delphi technique is one specialized method of developing a sales force composite.

Accepted Answer

A) True 
 B)False

Question 2

The market for the whips made by Westfield Whip Manufacturing has narrowed until only one real market for its product exists--participants in harness racing. Knowing this, you could say that Westfield uses a ________strategy.

Accepted Answer

A)  diversification 
B)  demographic 
C)  aggregation 
D)  single-segment 
E)  mass marketing 
A)  diversification 
B)  demographic 
C)  aggregation 
D)  single-segment 
E)  mass marketing

Question 3

A strategy of________involves selecting as the target market one homogeneous segment from within the total market.

Accepted Answer

A)  undifferentiated marketing 
B)  multiple-segment positioning 
C)  single-segment concentration 
D)  mass marketing 
E)  market aggregation 
A)  undifferentiated marketing 
B)  multiple-segment positioning 
C)  single-segment concentration 
D)  mass marketing 
E)  market aggregation

Question 4

Merloni Elettrodomestici is an Italian-based manufacturer of appliances. It also is the company that manufactures Hotpoint appliances. To show its global marketing thrust, the company is changing its name to Indesit, a word that is more easily pronounced outside of Italy, and trying to adapt a more international feel to its products and promotion. The company is implementing a________Strategy.

Accepted Answer

A)  market development 
B)  product diversification 
C)  target market divestment 
D)  repositioning 
E)  market aggregation 
A)  market development 
B)  product diversification 
C)  target market divestment 
D)  repositioning 
E)  market aggregation

Question 5

Directo, Inc. was developed to provide banking services to Georgia's Hispanic population, which numbers around 400,000. The bank was the first company in the state to offer direct-deposit Services to Hispanic workers For $6 a month Hispanics can have their paycheck directly Deposited and use a Directo card to withdraw money from ATMs in the state. What kind of Segmentation is Directo using?

Accepted Answer

A)  psychological and demographic 
B)  demographic and geographic 
C)  geographic and behavioral 
D)  behavioral and demographic 
E)  psychographic and geographic 
A)  psychological and demographic 
B)  demographic and geographic 
C)  geographic and behavioral 
D)  behavioral and demographic 
E)  psychographic and geographic

Question 6

Which one of the following businesses would be most likely to use a past sales analysis to forecast sales?

Accepted Answer

A)  a publisher of a new ecology-oriented magazine for children 
B)  an art gallery that specializes in finding and selling the work of new artists 
C)  a mobile home dealer in an economically depressed area 
D)  a hospital pharmacy in an efficiently operated hospital 
E)  a tourist hotel in Cairo, Egypt, that features cruises down the Nile River 
A)  a publisher of a new ecology-oriented magazine for children 
B)  an art gallery that specializes in finding and selling the work of new artists 
C)  a mobile home dealer in an economically depressed area 
D)  a hospital pharmacy in an efficiently operated hospital 
E)  a tourist hotel in Cairo, Egypt, that features cruises down the Nile River

Question 7

A survey of buyer intentions:

Accepted Answer

A)  refers to a sample of former customers. 
B)  is inexpensive. 
C)  often shows an inflated market potential. 
D)  is extremely reliable for mass marketed products. 
E)  provides useful information quickly. 
A)  refers to a sample of former customers. 
B)  is inexpensive. 
C)  often shows an inflated market potential. 
D)  is extremely reliable for mass marketed products. 
E)  provides useful information quickly.

Question 8

Which of the following products would be most suited to a market aggregation strategy?

Accepted Answer

A)  baking soda 
B)  movie videos 
C)  automobiles 
D)  dog food 
E)  mouthwash 
A)  baking soda 
B)  movie videos 
C)  automobiles 
D)  dog food 
E)  mouthwash

Question 9

A large wholesaler of tires has separate marketing strategies for dealer-owned car repair centers, retail chains like Wal-Mart and Kmart, and small local tire dealers. This is an example of segmentation by:

Accepted Answer

A)  geographic area. 
B)  size of customer. 
C)  demographics. 
D)  type of buying situation. 
E)  benefits desired. 
A)  geographic area. 
B)  size of customer. 
C)  demographics. 
D)  type of buying situation. 
E)  benefits desired.

Question 10

Which of the following is an example of a transaction condition that could be used to segment the business market?

Accepted Answer

A)  organization structure 
B)  order size 
C)  purchase criteria 
D)  region 
E)  size of company 
A)  organization structure 
B)  order size 
C)  purchase criteria 
D)  region 
E)  size of company

Question 11

The market for bourbon and scotch is continuing to age. Assume a distiller is interested in   increasing the usage rate among light drinkers. Which of the following strategies could be used?

Accepted Answer

A)  Use 20- to 30-year-old people in ads for bourbon and scotch. 
B)  Lower prices. 
C)  Use multiple packaging. 
D)  Promote a contest for bartenders who develop new, marketable drinks containing those type of liquors. 
E)  Do any of the above 
A)  Use 20- to 30-year-old people in ads for bourbon and scotch. 
B)  Lower prices. 
C)  Use multiple packaging. 
D)  Promote a contest for bartenders who develop new, marketable drinks containing those type of liquors. 
E)  Do any of the above

Question 12

The primary benefit inherent in a market aggregation strategy is:

Accepted Answer

A)  its ability to cope with seasonal demand. 
B)  its ability to allow extensive market penetration into one segment. 
C)  the reduced need for innovation. 
D)  its cost minimization. 
E)  none of the above. 
A)  its ability to cope with seasonal demand. 
B)  its ability to allow extensive market penetration into one segment. 
C)  the reduced need for innovation. 
D)  its cost minimization. 
E)  none of the above.

Question 13

As part of its product________ strategy, Post has introduced the first children's cereal that is a . good source of calcium.

Accepted Answer

The answer of As part of its product________ strategy, Post...

Question 14

A________is the group of customers (people or organizations) for whom the seller designs . a particular marketing mix.

Accepted Answer

The answer of A________is the group of customers (people or...

Question 15

________________is a statistical refinement of the direct-derivation method of forecasting. demand.

Accepted Answer

Correlatio

Question 16

Nearly half of all new car purchases in the U.S. are made by women. To reach this segment, car manufacturers are adding adjustable brake and gas pedals to accommodate the fact that women are shorter than men. Car manufacturers are using________ segmentation.

Accepted Answer

A)  demographic 
B)  behavioral 
C)  psychographic 
D)  geographic 
E)  psychological 
A)  demographic 
B)  behavioral 
C)  psychographic 
D)  geographic 
E)  psychological

Question 17

The ad for a Whirlpool stove said that it could be cleaned faster than any other stove currently on the market. This product feature would be an excellent tool for implementing a single- segment strategy.

Accepted Answer

A) True 
 B)False

Question 18

A(n)________ is an estimate of probable sales for one company's brand of a product during a stated period in a specific market, assuming a defined marketing plan is used.

Accepted Answer

A)  market index 
B)  economic forecast 
C)  market share 
D)  economic index 
E)  sales forecast 
A)  market index 
B)  economic forecast 
C)  market share 
D)  economic index 
E)  sales forecast

Question 19

An advertisement for Suisse Mocha, a General Foods International Coffee, reads, "Drift into a  chocolate daydream."This message is aimed at people who like to pamper themselves and is an example of how________ segmentation is used.

Accepted Answer

A)  product-use 
B)  geographic 
C)  psychographic 
D)  demographic 
E)  usage-rate 
A)  product-use 
B)  geographic 
C)  psychographic 
D)  demographic 
E)  usage-rate

Question 20

The direct-derivation method:

Accepted Answer

A)  requires little statistical analysis. 
B)  measures the probability of whether consumers will buy a new product. 
C)  is a statistical refinement of market-share analysis. 
D)  is expensive and time-consuming. 
E)  adds a flat percentage increase to last year's sales figures to predict this year's. 
A)  requires little statistical analysis. 
B)  measures the probability of whether consumers will buy a new product. 
C)  is a statistical refinement of market-share analysis. 
D)  is expensive and time-consuming. 
E)  adds a flat percentage increase to last year's sales figures to predict this year's.

The Delphi technique is one specialized method of developing a sales force composite.

The market for the whips made by Westfield Whip Manufacturing has narrowed until only one real market for its product exists--participants in harness racing. Knowing this, you could say that Westfield uses a ________strategy.

A strategy of________involves selecting as the target market one homogeneous segment from within the total market.

Which one of the following businesses would be most likely to use a past sales analysis to forecast sales?

A survey of buyer intentions:

Which of the following products would be most suited to a market aggregation strategy?

A large wholesaler of tires has separate marketing strategies for dealer-owned car repair centers, retail chains like Wal-Mart and Kmart, and small local tire dealers. This is an example of segmentation by:

Which of the following is an example of a transaction condition that could be used to segment the business market?

The market for bourbon and scotch is continuing to age. Assume a distiller is interested in increasing the usage rate among light drinkers. Which of the following strategies could be used?

The primary benefit inherent in a market aggregation strategy is:

As part of its product________ strategy, Post has introduced the first children's cereal that is a . good source of calcium.

A________is the group of customers (people or organizations) for whom the seller designs . a particular marketing mix.

________________is a statistical refinement of the direct-derivation method of forecasting. demand.

Nearly half of all new car purchases in the U.S. are made by women. To reach this segment, car manufacturers are adding adjustable brake and gas pedals to accommodate the fact that women are shorter than men. Car manufacturers are using________ segmentation.

The ad for a Whirlpool stove said that it could be cleaned faster than any other stove currently on the market. This product feature would be an excellent tool for implementing a single- segment strategy.

A(n)________ is an estimate of probable sales for one company's brand of a product during a stated period in a specific market, assuming a defined marketing plan is used.

An advertisement for Suisse Mocha, a General Foods International Coffee, reads, "Drift into a chocolate daydream."This message is aimed at people who like to pamper themselves and is an example of how________ segmentation is used.

The direct-derivation method:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Filters

Exam 6: Market Segmentation Targeting and Positioning

The Delphi technique is one specialized method of developing a sales force composite.

The market for the whips made by Westfield Whip Manufacturing has narrowed until only one real market for its product exists--participants in harness racing. Knowing this, you could say that Westfield uses a ________strategy.

A strategy of________involves selecting as the target market one homogeneous segment from within the total market.

Which one of the following businesses would be most likely to use a past sales analysis to forecast sales?

A survey of buyer intentions:

Which of the following products would be most suited to a market aggregation strategy?

A large wholesaler of tires has separate marketing strategies for dealer-owned car repair centers, retail chains like Wal-Mart and Kmart, and small local tire dealers. This is an example of segmentation by:

Which of the following is an example of a transaction condition that could be used to segment the business market?

The market for bourbon and scotch is continuing to age. Assume a distiller is interested in increasing the usage rate among light drinkers. Which of the following strategies could be used?

The primary benefit inherent in a market aggregation strategy is:

As part of its product________ strategy, Post has introduced the first children's cereal that is a . good source of calcium.

A________is the group of customers (people or organizations) for whom the seller designs . a particular marketing mix.

________________is a statistical refinement of the direct-derivation method of forecasting. demand.

Nearly half of all new car purchases in the U.S. are made by women. To reach this segment, car manufacturers are adding adjustable brake and gas pedals to accommodate the fact that women are shorter than men. Car manufacturers are using________ segmentation.

The ad for a Whirlpool stove said that it could be cleaned faster than any other stove currently on the market. This product feature would be an excellent tool for implementing a single- segment strategy.

A(n)________ is an estimate of probable sales for one company's brand of a product during a stated period in a specific market, assuming a defined marketing plan is used.

An advertisement for Suisse Mocha, a General Foods International Coffee, reads, "Drift into a chocolate daydream."This message is aimed at people who like to pamper themselves and is an example of how________ segmentation is used.

The direct-derivation method:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Filters