Question 1

Differentiation positioning requires a product to

Accepted Answer

A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive,smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position. 
A) emphasize unique product attributes to compete directly with competitors. 
B) compete directly with competitors on similar product attributes in the same target market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less-competitive,smaller market niche in which to locate a brand. 
E) develop marketing actions to move a product or brand to an ideal position.

Question 2

Procter & Gamble (P&G)decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market consists of men aged 18 to 34 years old (Generation Y)who don't remember the Old Spice brand sold to their grandfathers (pre baby boomer)many years ago.P&G is using which type of segmentation variable?

Accepted Answer

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

Question 3

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a(n)________ strategy.

Accepted Answer

A) rate of recurrence 
B) product utilization 
C) incidence 
D) frequency marketing 
E) consumption index 
A) rate of recurrence 
B) product utilization 
C) incidence 
D) frequency marketing 
E) consumption index

Question 4

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market may

Accepted Answer

A) have no expected growth. 
B) not be compatible with the company's current resources. 
C) not be worth targeting since its market size is very small. 
D) not be readily accessible to the firm's marketing programs. 
E) be relatively expensive to reach. 
A) have no expected growth. 
B) not be compatible with the company's current resources. 
C) not be worth targeting since its market size is very small. 
D) not be readily accessible to the firm's marketing programs. 
E) be relatively expensive to reach.

Question 5

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

Accepted Answer

A) alternate 
B) head-to-head 
C) lateral 
D) niche 
E) differentiation 
A) alternate 
B) head-to-head 
C) lateral 
D) niche 
E) differentiation

Question 6

To be identified as a market segment,members of the group must

Accepted Answer

A) be similar in terms of their consumption behavior. 
B) represent a large share of the entire market and have buying power. 
C) have diverse needs and have potential for future growth. 
D) have diverse needs and be willing and able to purchase the product. 
E) have the potential for future growth and increased profit or ROI. 
A) be similar in terms of their consumption behavior. 
B) represent a large share of the entire market and have buying power. 
C) have diverse needs and have potential for future growth. 
D) have diverse needs and be willing and able to purchase the product. 
E) have the potential for future growth and increased profit or ROI.

Question 7

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

Accepted Answer

A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation. 
A) demographic segmentation. 
B) psychographic segmentation. 
C) geographic segmentation. 
D) behavioral segmentation. 
E) socioeconomic segmentation.

Question 8

Apple Market-Product Grid
  
-According to the Apple market-product grid above,Apple would most likely get the least market synergies from

Accepted Answer

A) teachers and college staff. 
B) individuals and small home office users. 
C) medium/large businesses and college faculty. 
D) students,teachers,and college faculty. 
E) creative professionals. 
A) teachers and college staff. 
B) individuals and small home office users. 
C) medium/large businesses and college faculty. 
D) students,teachers,and college faculty. 
E) creative professionals.

Question 9

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

Accepted Answer

A) increase sales and profitability. 
B) stand up to legal scrutiny. 
C) be socially responsible. 
D) create sustainable demand. 
E) produce product differentiation. 
A) increase sales and profitability. 
B) stand up to legal scrutiny. 
C) be socially responsible. 
D) create sustainable demand. 
E) produce product differentiation.

Question 10

In the sneaker business,Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

Accepted Answer

A) head-to-head 
B) parallel market 
C) reflexive 
D) repositioning 
E) differentiation 
A) head-to-head 
B) parallel market 
C) reflexive 
D) repositioning 
E) differentiation

Question 11

A market-product grid is a framework to relate the ________ to products offered or potential marketing actions by an organization.

Accepted Answer

A) market segments of potential buyers 
B) marketing objectives of potential products 
C) total anticipated revenue from specific groups of buyers 
D) total anticipated profit from specific groups of buyers 
E) market share of the closest competitor 
A) market segments of potential buyers 
B) marketing objectives of potential products 
C) total anticipated revenue from specific groups of buyers 
D) total anticipated profit from specific groups of buyers 
E) market share of the closest competitor

Question 12

Criteria for forming segments involve both similarities and differences.In terms of the needs of buyers,the similarities must be ________ a segment,and the differences must be ________ segments.

Accepted Answer

A) between;among 
B) throughout;absent in 
C) within;among 
D) absent in;throughout 
E) among;across 
A) between;among 
B) throughout;absent in 
C) within;among 
D) absent in;throughout 
E) among;across

Question 13

Hallmark places its scrapbook materials,photo albums,and related supplies into one product group because

Accepted Answer

A) it was easier to forecast future sales since there were fewer market-product combinations. 
B) customers could buy in quantity and take advantage of quantity discounts. 
C) their suppliers provided free displays and shelving to highlight Hallmark's products. 
D) it helped buyers relate to the products and make decisions in a more meaningful way. 
E) it allowed customers to compare price and quality with competitors who displayed their products in a similar manner. 
A) it was easier to forecast future sales since there were fewer market-product combinations. 
B) customers could buy in quantity and take advantage of quantity discounts. 
C) their suppliers provided free displays and shelving to highlight Hallmark's products. 
D) it helped buyers relate to the products and make decisions in a more meaningful way. 
E) it allowed customers to compare price and quality with competitors who displayed their products in a similar manner.

Question 14

Cannibalization would most likely occur if

Accepted Answer

A) Dell adds high-end speaker systems to its line. 
B) General Mills launches Caramel Crunch Cheerios. 
C) General Motors markets a motorcycle similar to the Can-Am Spyder Roadster three-wheel bike. 
D) Pillsbury adds boxed sugar to its product mix. 
E) Procter & Gamble adds a new line of baby clothing to its Pampers stable of products. 
A) Dell adds high-end speaker systems to its line. 
B) General Mills launches Caramel Crunch Cheerios. 
C) General Motors markets a motorcycle similar to the Can-Am Spyder Roadster three-wheel bike. 
D) Pillsbury adds boxed sugar to its product mix. 
E) Procter & Gamble adds a new line of baby clothing to its Pampers stable of products.

Question 15

It is not recommended that a firm select a target segment that

Accepted Answer

A) would require entry in a global marketplace. 
B) requires more than one marketing action. 
C) has few competitors that target this same segment. 
D) is incompatible with its company's goals or objectives. 
E) has a growth potential that would require increasing the current workforce. 
A) would require entry in a global marketplace. 
B) requires more than one marketing action. 
C) has few competitors that target this same segment. 
D) is incompatible with its company's goals or objectives. 
E) has a growth potential that would require increasing the current workforce.

Question 16

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a ________ strategy.

Accepted Answer

A) product repositioning 
B) perceptual mapping 
C) product positioning 
D) product differentiation 
E) psychographic 
A) product repositioning 
B) perceptual mapping 
C) product positioning 
D) product differentiation 
E) psychographic

Question 17

More than half of all U.S.households are composed of only one or two persons,so Aunt Jemima offers one serving meals,such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using ________ as the basis to segment its market.

Accepted Answer

A) usage rates 
B) usage patterns 
C) demographic characteristics 
D) behavior characteristics 
E) psychographic characteristics 
A) usage rates 
B) usage patterns 
C) demographic characteristics 
D) behavior characteristics 
E) psychographic characteristics

Question 18

One marketing action that can be taken to sell a single product or service to multiple market segments is to

Accepted Answer

A) develop and produce another version of the product. 
B) manufacture products that appeal to different markets. 
C) develop separate promotional campaigns. 
D) purchase another firm that has additional products that would appeal to multiple markets. 
E) issue stock to fund additional research and development for new products. 
A) develop and produce another version of the product. 
B) manufacture products that appeal to different markets. 
C) develop separate promotional campaigns. 
D) purchase another firm that has additional products that would appeal to multiple markets. 
E) issue stock to fund additional research and development for new products.

Question 19

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a ________ statement for Volvo in North America.

Accepted Answer

A) perception 
B) positioning 
C) market-product 
D) vision 
E) differentiation 
A) perception 
B) positioning 
C) market-product 
D) vision 
E) differentiation

Question 20

Figure 9-2
-The table in Figure 9-2 above is known as a

Accepted Answer

A) needs table. 
B) cross-tabulation. 
C) market-product grid. 
D) growth-share matrix. 
E) product differentiation table. 
A) needs table. 
B) cross-tabulation. 
C) market-product grid. 
D) growth-share matrix. 
E) product differentiation table.

Exam 9: Market Segmentation, targeting, and Positioning

Differentiation positioning requires a product to

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a(n)________ strategy.

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market may

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

To be identified as a market segment,members of the group must

Segmentation based on some observable actions or attitudes by prospective customers,such as what benefits they seek,as well as where,how frequently,and why they buy,is referred to as

Apple Market-Product Grid -According to the Apple market-product grid above,Apple would most likely get the least market synergies from

A basic test of the usefulness of the market segmentation process is whether it leads to tangible marketing actions that can

In the sneaker business,Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

A market-product grid is a framework to relate the ________ to products offered or potential marketing actions by an organization.

Criteria for forming segments involve both similarities and differences.In terms of the needs of buyers,the similarities must be ________ a segment,and the differences must be ________ segments.

Hallmark places its scrapbook materials,photo albums,and related supplies into one product group because

Cannibalization would most likely occur if

It is not recommended that a firm select a target segment that

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a ________ strategy.

More than half of all U.S.households are composed of only one or two persons,so Aunt Jemima offers one serving meals,such as its Ham & Egg Scramble and Oatmeal Pancakes.Aunt Jemima is using ________ as the basis to segment its market.

One marketing action that can be taken to sell a single product or service to multiple market segments is to

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a ________ statement for Volvo in North America.

Figure 9-2 -The table in Figure 9-2 above is known as a

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters

Criteria for forming segments involve both similarities and differences.In terms of the needs of buyers,the similarities must be a segment,and the differences must be segments.