Question 1

Which of the following would NOT be a characteristic of niche marketing?

Accepted Answer

A) It is a flanking strategy. 
B) It is simply a buzzword for market segmentation. 
C) It essentially is way to engage competitors at their points of weakness. 
D) It can create a specific product through variations that help the product meet a specific niche's needs. 
E) It focuses on narrow windows of opportunity within a broad product market or industry. 
A) It is a flanking strategy. 
B) It is simply a buzzword for market segmentation. 
C) It essentially is way to engage competitors at their points of weakness. 
D) It can create a specific product through variations that help the product meet a specific niche's needs. 
E) It focuses on narrow windows of opportunity within a broad product market or industry.

Question 2

Positioning is finding ways to get inside the minds of consumers.

Accepted Answer

A) True 
 B)False

Question 3

Characteristics of the consumer segment that comprise single-person households include:

Accepted Answer

A) about 78 percent are working-class women. 
B) about 80 percent are working-class men. 
C) about half are well-to-do men. 
D) about 25 percent are made up of people 25 or younger. 
E) most are either students or widowed. 
A) about 78 percent are working-class women. 
B) about 80 percent are working-class men. 
C) about half are well-to-do men. 
D) about 25 percent are made up of people 25 or younger. 
E) most are either students or widowed.

Question 4

Known by the acronym ________, this sophisticated tool provides data for computer maps, pinpointing every street, road and subdivision in the United States.

Accepted Answer

The answer of Known by the acronym ________, this sophisticated...

Question 5

Briefly compare and contrast the old marketing concept and the new marketing concept.

Accepted Answer

The old marketing concept focused on mas

Question 6

Researchers of brand loyalty have found there are six such segments.

Accepted Answer

A) True 
 B)False

Question 7

Ries and Trout suggest the first question advertisers should ask as they think about positioning is what position, if any, do we already own in the prospect's mind?

Accepted Answer

A) True 
 B)False

Question 8

Steps in examining an overall market profile include all of the following EXCEPT:

Accepted Answer

A) determining overall usage of the product type. 
B) determining the ad copy approach to reach the prime audience. 
C) determining whether the product category is growing, stagnant, or declining. 
D) determining our share of the market to that of our competitors. 
E) determining the market share trends for the past several years. 
A) determining overall usage of the product type. 
B) determining the ad copy approach to reach the prime audience. 
C) determining whether the product category is growing, stagnant, or declining. 
D) determining our share of the market to that of our competitors. 
E) determining the market share trends for the past several years.

Question 9

Challenges in positioning that advertisers could face include:

Accepted Answer

A) sticking to appeals that are undervalued. 
B) damaging a product image by changing the appeals. 
C) expanding into a market well beyond the tipping point for the product. 
D) knowing the competition so well that you take them for granted. 
E) keeping the focus on a single position in all conditions. 
A) sticking to appeals that are undervalued. 
B) damaging a product image by changing the appeals. 
C) expanding into a market well beyond the tipping point for the product. 
D) knowing the competition so well that you take them for granted. 
E) keeping the focus on a single position in all conditions.

Question 10

According to an official from the Bank of America, the Asian market is:

Accepted Answer

A) somewhat wealthy and affluent. 
B) overextended and oversold. 
C) somewhat poor and yet overly tapped. 
D) relatively older, less well-educated than the non-Hispanic white population. 
E) extremely wealthy and affluent but relatively untapped. 
A) somewhat wealthy and affluent. 
B) overextended and oversold. 
C) somewhat poor and yet overly tapped. 
D) relatively older, less well-educated than the non-Hispanic white population. 
E) extremely wealthy and affluent but relatively untapped.

Question 11

Market segmentation is an extension of the marketing concept.

Accepted Answer

A) True 
 B)False

Question 12

For target marketing purposes, provide a meaningful snapshot of the Asian and Pacific Islander population indicated mainly by recent U.S. Census Bureau information.

Accepted Answer

The Asian and Pacific Islander populatio

Question 13

________ income is the amount of money consumers have to spend after paying taxes and buying necessities such as housing and food.

Accepted Answer

The answer of ________ income is the amount of money...

Question 14

In planning advertising, which is a major variable to use in segmenting a market?

Accepted Answer

A) a situation analysis 
B) position of your product in the market 
C) lifestyle 
D) the market-segmentation process 
E) media habits 
A) a situation analysis 
B) position of your product in the market 
C) lifestyle 
D) the market-segmentation process 
E) media habits

Question 15

Explain what a market profile is and what comprises it.

Accepted Answer

A market profile is a tool used by trade

Question 16

Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?

Accepted Answer

A) KFC 
B) Bama Breeze 
C) Taco Bell 
D) Arby's 
E) McDonald's 
A) KFC 
B) Bama Breeze 
C) Taco Bell 
D) Arby's 
E) McDonald's

Question 17

Compare Generation Xers to Baby Boomers, especially regarding their approach to homes, lifestyle, and families.

Accepted Answer

Generation Xers and Baby Boomers have di

Question 18

According to Jack Trout and Al Ries, for advertisers thinking about positioning, the key questions to ask include:

Accepted Answer

A) Can we associate an object with a product attribute? 
B) Can we associate an object with a product characteristic? 
C) Can we ignore what position we seek to own? 
D) Which firms must we cooperate with to establish that position? 
E) What position do we want to own? 
A) Can we associate an object with a product attribute? 
B) Can we associate an object with a product characteristic? 
C) Can we ignore what position we seek to own? 
D) Which firms must we cooperate with to establish that position? 
E) What position do we want to own?

Question 19

Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.

Accepted Answer

A) True 
 B)False

Question 20

Customer value is at the heart of the new marketing concept and must be central in all business strategy.

Accepted Answer

A) True 
 B)False

Exam 4: Target Marketing

Which of the following would NOT be a characteristic of niche marketing?

Positioning is finding ways to get inside the minds of consumers.

Characteristics of the consumer segment that comprise single-person households include:

Known by the acronym ________, this sophisticated tool provides data for computer maps, pinpointing every street, road and subdivision in the United States.

Briefly compare and contrast the old marketing concept and the new marketing concept.

Researchers of brand loyalty have found there are six such segments.

Ries and Trout suggest the first question advertisers should ask as they think about positioning is what position, if any, do we already own in the prospect's mind?

Steps in examining an overall market profile include all of the following EXCEPT:

Challenges in positioning that advertisers could face include:

According to an official from the Bank of America, the Asian market is:

Market segmentation is an extension of the marketing concept.

For target marketing purposes, provide a meaningful snapshot of the Asian and Pacific Islander population indicated mainly by recent U.S. Census Bureau information.

________ income is the amount of money consumers have to spend after paying taxes and buying necessities such as housing and food.

In planning advertising, which is a major variable to use in segmenting a market?

Explain what a market profile is and what comprises it.

Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?

Compare Generation Xers to Baby Boomers, especially regarding their approach to homes, lifestyle, and families.

According to Jack Trout and Al Ries, for advertisers thinking about positioning, the key questions to ask include:

Product-user segmentation is a strategy based on the consumption patterns of a brand or category that allow marketers to use a targeted rather than shotgun approach.

Customer value is at the heart of the new marketing concept and must be central in all business strategy.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters