Question 1

Which of the following is true of the decentralized buying situation?

Accepted Answer

A) The buyer is apt to be less sensitive to the user's need. 
B) The buyer is apt to emphasize product quality. 
C) The buyer is apt to be less cost-conscious. 
D) The buyer is apt to emphasize fast delivery. 
A) The buyer is apt to be less sensitive to the user's need. 
B) The buyer is apt to emphasize product quality. 
C) The buyer is apt to be less cost-conscious. 
D) The buyer is apt to emphasize fast delivery.

Question 2

Macrosegmentation groups customers by the characteristics of the individuals who influence the purchasing decision.

Accepted Answer

A) True 
 B)False

Question 3

_____ entails designing product offerings and marketing programs that can establish an enduring competitive advantage by creating a unique brand image in the customer's mind.

Accepted Answer

A) Product positioning 
B) Target marketing 
C) Product placement 
D) Brand positioning 
A) Product positioning 
B) Target marketing 
C) Product placement 
D) Brand positioning

Question 4

Psychographics seeks to:

Accepted Answer

A) group consumers based on product usage. 
B) segment consumers into various income groups. 
C) group consumers on the basis of their psychological and financial needs. 
D) group consumers on the basis of their activities,interests,and opinions. 
A) group consumers based on product usage. 
B) segment consumers into various income groups. 
C) group consumers on the basis of their psychological and financial needs. 
D) group consumers on the basis of their activities,interests,and opinions.

Question 5

In a centralized purchase situation,the buyer is apt to be more sensitive to the user's need,to emphasize product quality and fast delivery,and to be less cost-conscious.

Accepted Answer

A) True 
 B)False

Question 6

Identify the steps in constructing a market-attractiveness/competitive-position matrix for evaluating potential target markets.

Accepted Answer

The steps in constructing a market-attra

Question 7

In the context of mass market,designing separate products and marketing programs for the differing market segments is called _____.

Accepted Answer

A) niche marketing 
B) growth marketing 
C) exclusive marketing 
D) differentiated marketing 
A) niche marketing 
B) growth marketing 
C) exclusive marketing 
D) differentiated marketing

Question 8

Choice criteria refers to the product alternatives available to the average consumer.

Accepted Answer

A) True 
 B)False

Question 9

With the increase in the education the purchase of:

Accepted Answer

A) theater tickets decreases. 
B) photographic equipment decreases. 
C) insurance increases. 
D) magazines remain unaffecteD. 
A) theater tickets decreases. 
B) photographic equipment decreases. 
C) insurance increases. 
D) magazines remain unaffecteD.

Question 10

Principle-oriented consumers shop for products that demonstrate the consumer's success.

Accepted Answer

A) True 
 B)False

Question 11

Distinguish between market segmentation,target marketing,and brand positioning.

Accepted Answer

Market segmentation is the process by wh

Question 12

The characteristics that consumers use to evaluate brand alternatives in terms of how valuable each of these characteristics is to that consumer are referred to as:

Accepted Answer

A) purchase predispositions. 
B) purchase structure. 
C) choice criteria. 
D) product criteria. 
A) purchase predispositions. 
B) purchase structure. 
C) choice criteria. 
D) product criteria.

Question 13

The degree to which a company's purchasing activity is centralized is known as:

Accepted Answer

A) purchasing segregation. 
B) purchasing structure. 
C) product usage. 
D) purchase predisposition. 
A) purchasing segregation. 
B) purchasing structure. 
C) product usage. 
D) purchase predisposition.

Question 14

_____ are expressed in benefits sought from a particular product or service.

Accepted Answer

A) Customer needs 
B) Product usages 
C) Purchase influences 
D) Market attractiveness factors 
A) Customer needs 
B) Product usages 
C) Purchase influences 
D) Market attractiveness factors

Question 15

General product-related attributes such as product usage and loyalty can be used to segment consumer markets but not industrial markets.

Accepted Answer

A) True 
 B)False

Question 16

Geographic segmentation is important in retailing and many services businesses,where customers are unwilling to travel very far to obtain the goods or services they require.

Accepted Answer

A) True 
 B)False

Question 17

The first step in constructing a market-attractiveness/competitive-position matrix involves weighing market attractiveness and competitive position factors to reflect their relative importance.

Accepted Answer

A) True 
 B)False

Question 18

A highly attractive target market,in which a firm holds a medium strength position,becomes unattractive.What would be the most appropriate strategic focus for the firm in this case?

Accepted Answer

A) Move from invest to build,to manage for earnings 
B) Move from invest to build,to divestment 
C) Move from build selectively,to manage for earnings 
D) Move from build selectively,to divestment 
A) Move from invest to build,to manage for earnings 
B) Move from invest to build,to divestment 
C) Move from build selectively,to manage for earnings 
D) Move from build selectively,to divestment

Question 19

A(n)_____ is designed to avoid direct competition with larger firms who are pursuing the bigger segments.

Accepted Answer

A) growth-market strategy 
B) undifferentiated market strategy 
C) peripheral market strategy 
D) niche-market strategy 
A) growth-market strategy 
B) undifferentiated market strategy 
C) peripheral market strategy 
D) niche-market strategy

Question 20

Target marketing is the process of:

Accepted Answer

A) segmenting the market. 
B) marketing only to the high usage portion of the market. 
C) changing consumer demand for distinct segments so that it matches target profiles. 
D) deciding which segments to pursue. 
A) segmenting the market. 
B) marketing only to the high usage portion of the market. 
C) changing consumer demand for distinct segments so that it matches target profiles. 
D) deciding which segments to pursue.

Which of the following is true of the decentralized buying situation?

Macrosegmentation groups customers by the characteristics of the individuals who influence the purchasing decision.

_____ entails designing product offerings and marketing programs that can establish an enduring competitive advantage by creating a unique brand image in the customer's mind.

Psychographics seeks to:

In a centralized purchase situation,the buyer is apt to be more sensitive to the user's need,to emphasize product quality and fast delivery,and to be less cost-conscious.

Identify the steps in constructing a market-attractiveness/competitive-position matrix for evaluating potential target markets.

In the context of mass market,designing separate products and marketing programs for the differing market segments is called _____.

Choice criteria refers to the product alternatives available to the average consumer.

With the increase in the education the purchase of:

Principle-oriented consumers shop for products that demonstrate the consumer's success.

Distinguish between market segmentation,target marketing,and brand positioning.

The characteristics that consumers use to evaluate brand alternatives in terms of how valuable each of these characteristics is to that consumer are referred to as:

The degree to which a company's purchasing activity is centralized is known as:

_____ are expressed in benefits sought from a particular product or service.

General product-related attributes such as product usage and loyalty can be used to segment consumer markets but not industrial markets.

Geographic segmentation is important in retailing and many services businesses,where customers are unwilling to travel very far to obtain the goods or services they require.

The first step in constructing a market-attractiveness/competitive-position matrix involves weighing market attractiveness and competitive position factors to reflect their relative importance.

A highly attractive target market,in which a firm holds a medium strength position,becomes unattractive.What would be the most appropriate strategic focus for the firm in this case?

A(n)_____ is designed to avoid direct competition with larger firms who are pursuing the bigger segments.

Target marketing is the process of:

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Exam 7: Targeting Attractive Market Segments

Which of the following is true of the decentralized buying situation?

Macrosegmentation groups customers by the characteristics of the individuals who influence the purchasing decision.

_____ entails designing product offerings and marketing programs that can establish an enduring competitive advantage by creating a unique brand image in the customer's mind.

Psychographics seeks to:

In a centralized purchase situation,the buyer is apt to be more sensitive to the user's need,to emphasize product quality and fast delivery,and to be less cost-conscious.

Identify the steps in constructing a market-attractiveness/competitive-position matrix for evaluating potential target markets.

In the context of mass market,designing separate products and marketing programs for the differing market segments is called _____.

Choice criteria refers to the product alternatives available to the average consumer.

With the increase in the education the purchase of:

Principle-oriented consumers shop for products that demonstrate the consumer's success.

Distinguish between market segmentation,target marketing,and brand positioning.

The characteristics that consumers use to evaluate brand alternatives in terms of how valuable each of these characteristics is to that consumer are referred to as:

The degree to which a company's purchasing activity is centralized is known as:

_____ are expressed in benefits sought from a particular product or service.

General product-related attributes such as product usage and loyalty can be used to segment consumer markets but not industrial markets.

Geographic segmentation is important in retailing and many services businesses,where customers are unwilling to travel very far to obtain the goods or services they require.

The first step in constructing a market-attractiveness/competitive-position matrix involves weighing market attractiveness and competitive position factors to reflect their relative importance.

A highly attractive target market,in which a firm holds a medium strength position,becomes unattractive.What would be the most appropriate strategic focus for the firm in this case?

A(n)_____ is designed to avoid direct competition with larger firms who are pursuing the bigger segments.

Target marketing is the process of:

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Integrated Promotion Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters