Question 1

A company might select a shotgun approach to advertising if it wants to:

Accepted Answer

A) select a more focused target market of smaller segments. 
B) reach a wide number of different segments. 
C) destroy a competitor's credibility. 
D) force a competitor to take a defensive action. 
A) select a more focused target market of smaller segments. 
B) reach a wide number of different segments. 
C) destroy a competitor's credibility. 
D) force a competitor to take a defensive action.

Question 2

TB Figure: 1  
-Cell "C" in TB Figure 1 represents which stage of the market segmentation process?

Accepted Answer

A) Link needs to actions 
B) Identify market needs 
C) Establish a marketing protocol 
D) Execute marketing program actions 
A) Link needs to actions 
B) Identify market needs 
C) Establish a marketing protocol 
D) Execute marketing program actions

Question 3

What are the criteria to be used in selecting target segments?

Accepted Answer

The answer of What are the criteria to be used...

Question 4

When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are,this would best be described as:

Accepted Answer

A) ultra-customization 
B) product innovation 
C) product differentiation 
D) mass personalization 
A) ultra-customization 
B) product innovation 
C) product differentiation 
D) mass personalization

Question 5

List and give one example for each of the 3 different dimensions commonly used to segment Canadian organizational markets.

Accepted Answer

In marketing, market segmentation is the

Question 6

A local grocery store determines that the average consumer visits the store three times during a seven-day-period.What did the grocery store determine?

Accepted Answer

A) trial 
B) inventor 
C) usage rate 
D) consumption rate 
A) trial 
B) inventor 
C) usage rate 
D) consumption rate

Question 7

Best Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment.This is an example of which criterion used to pick new target market segments?

Accepted Answer

A) Best Food's competitive position in the segment 
B) Best Food's created product groupings 
C) expected growth of the market segment 
D) compatibility with Best Food's objectives and resources 
A) Best Food's competitive position in the segment 
B) Best Food's created product groupings 
C) expected growth of the market segment 
D) compatibility with Best Food's objectives and resources

Question 8

Which social media segment is likely to purchase Herbal Essences Mango Mania hair conditioner?

Accepted Answer

A) Online/Real time 
B) Suits & Strategy 
C) Chat, Chill, Connect 
D) Samplers & Creepers 
A) Online/Real time 
B) Suits & Strategy 
C) Chat, Chill, Connect 
D) Samplers & Creepers

Question 9

What are two approaches to product positioning? Give an example of each approach.

Accepted Answer

The answer of What are two approaches to product positioning?...

Question 10

A fast food restaurant groups its products into five meal categories.They are breakfast,lunch,between-meal snack,dinner,and after-dinner snack.Why does this restaurant use product groupings?

Accepted Answer

A) The groupings increase the number of market-product combinations on the market-product grid into a more manageable framework for subsequent analysis. 
B) Consumers buy more in illogically organized environments. 
C) The products are grouped so people can relate to these product groupings in a more meaningful way. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule. 
A) The groupings increase the number of market-product combinations on the market-product grid into a more manageable framework for subsequent analysis. 
B) Consumers buy more in illogically organized environments. 
C) The products are grouped so people can relate to these product groupings in a more meaningful way. 
D) Product groupings can be generated quantitatively to show which adhere to the 80/20 rule.

Question 11

Differentiation positioning requires a product to:

Accepted Answer

A) compete directly with competitors but emphasize unique product attributes. 
B) compete with competitors on similar product attributes in the same market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less competitive, smaller market niche. 
A) compete directly with competitors but emphasize unique product attributes. 
B) compete with competitors on similar product attributes in the same market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek a less competitive, smaller market niche.

Question 12

Moto X,a smartphone offered by Google and Motorola allows customers to visit its website and design the color scheme,case,and engravings according to their personal desires.This website would particularly appeal to people who want a unique product that separates them from their peers and makes them stand out in the crowd.This would be descriptive of which type of market segmentation variable?

Accepted Answer

A) psychographic 
B) demographic 
C) socioeconomic 
D) usage 
A) psychographic 
B) demographic 
C) socioeconomic 
D) usage

Question 13

Superba Cravats is a major marketer of men's bow ties.It estimates there are 20 million buyers of bow ties each year,that the average wearer of bow ties purchases 4 ties per year,and that the average price per bow tie is $10.Superba Cravats has a market share of 20 percent.The market (or industry)potential for bow ties is:

Accepted Answer

A) $80 million. 
B) $200 million. 
C) $400 million. 
D) $800 million. 
A) $80 million. 
B) $200 million. 
C) $400 million. 
D) $800 million.

Question 14

Why is it important for a firm to choose its target market segments carefully?

Accepted Answer

The answer of Why is it important for a firm...

Question 15

Firmographics involves both characteristics of the composition of the organization-such as the income distribution of employees,age,gender,and education of the workforce and organizational or business characteristics which include each of the following EXCEPT:

Accepted Answer

A) location and size of firm 
B) industry category 
C) corporate activities 
D) corporate mission 
A) location and size of firm 
B) industry category 
C) corporate activities 
D) corporate mission

Question 16

Harmony Products makes fertilizers used on golf courses.Which demographic market segmentation variable would provide the greatest benefit to the organization?

Accepted Answer

A) NAICS codes 
B) annual sales 
C) buying conditions 
D) nature of goods 
A) NAICS codes 
B) annual sales 
C) buying conditions 
D) nature of goods

Question 17

Children's Advil pain reliever positioned itself against Children's Tylenol pain reliever by running ads,which claimed that the Advil brand is superior because it works faster and longer than the Tylenol brand.This is an example of:

Accepted Answer

A) head-to-head positioning. 
B) lateral positioning. 
C) differentiation. 
D) consumer positioning. 
A) head-to-head positioning. 
B) lateral positioning. 
C) differentiation. 
D) consumer positioning.

Question 18

A fast food chain has determined that for every $1 spent by a 'light user,' each 'heavy user' spends $5.Which statement best describes this situation?

Accepted Answer

A) Eighty percent of a firm's inventory should be readily available, and twenty percent should be reserved for emergency demand. 
B) Eighty percent of a firm's first time users will become brand loyal and twenty percent of the firm's first time users will use the product only once. 
C) Eighty percent of a firm's sales are obtained from twenty percent of its customers. 
D) Eighty percent of a firm's expenditures are tax deductible and twenty percent are not. 
A) Eighty percent of a firm's inventory should be readily available, and twenty percent should be reserved for emergency demand. 
B) Eighty percent of a firm's first time users will become brand loyal and twenty percent of the firm's first time users will use the product only once. 
C) Eighty percent of a firm's sales are obtained from twenty percent of its customers. 
D) Eighty percent of a firm's expenditures are tax deductible and twenty percent are not.

Question 19

A new car dealer decides to open up a dealership in a region that has higher than national average income.Which characteristic is the new car dealer using to segment their market?

Accepted Answer

A) psychographic 
B) demographic 
C) customer 
D) local 
A) psychographic 
B) demographic 
C) customer 
D) local

Question 20

Head-to-head positioning requires a product to:

Accepted Answer

A) compete with competitors using unique attributes. 
B) compete with competitors on similar product attributes in the same market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek out its own market niche. 
A) compete with competitors using unique attributes. 
B) compete with competitors on similar product attributes in the same market. 
C) compete with competitors on similar product attributes but in a different market. 
D) seek out its own market niche.

A company might select a shotgun approach to advertising if it wants to:

TB Figure: 1 -Cell "C" in TB Figure 1 represents which stage of the market segmentation process?

What are the criteria to be used in selecting target segments?

When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are,this would best be described as:

List and give one example for each of the 3 different dimensions commonly used to segment Canadian organizational markets.

A local grocery store determines that the average consumer visits the store three times during a seven-day-period.What did the grocery store determine?

Which social media segment is likely to purchase Herbal Essences Mango Mania hair conditioner?

What are two approaches to product positioning? Give an example of each approach.

A fast food restaurant groups its products into five meal categories.They are breakfast,lunch,between-meal snack,dinner,and after-dinner snack.Why does this restaurant use product groupings?

Differentiation positioning requires a product to:

Why is it important for a firm to choose its target market segments carefully?

Firmographics involves both characteristics of the composition of the organization-such as the income distribution of employees,age,gender,and education of the workforce and organizational or business characteristics which include each of the following EXCEPT:

Harmony Products makes fertilizers used on golf courses.Which demographic market segmentation variable would provide the greatest benefit to the organization?

Children's Advil pain reliever positioned itself against Children's Tylenol pain reliever by running ads,which claimed that the Advil brand is superior because it works faster and longer than the Tylenol brand.This is an example of:

A fast food chain has determined that for every $1 spent by a 'light user,' each 'heavy user' spends $5.Which statement best describes this situation?

A new car dealer decides to open up a dealership in a region that has higher than national average income.Which characteristic is the new car dealer using to segment their market?

Head-to-head positioning requires a product to:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 9: Market Segmentation, Targeting, and Positioning

A company might select a shotgun approach to advertising if it wants to:

TB Figure: 1 -Cell "C" in TB Figure 1 represents which stage of the market segmentation process?

What are the criteria to be used in selecting target segments?

When Future Vacations allows customers to personalize their next vacation and customize their trip to whatever their needs are,this would best be described as:

List and give one example for each of the 3 different dimensions commonly used to segment Canadian organizational markets.

A local grocery store determines that the average consumer visits the store three times during a seven-day-period.What did the grocery store determine?

Which social media segment is likely to purchase Herbal Essences Mango Mania hair conditioner?

What are two approaches to product positioning? Give an example of each approach.

A fast food restaurant groups its products into five meal categories.They are breakfast,lunch,between-meal snack,dinner,and after-dinner snack.Why does this restaurant use product groupings?

Differentiation positioning requires a product to:

Why is it important for a firm to choose its target market segments carefully?

Firmographics involves both characteristics of the composition of the organization-such as the income distribution of employees,age,gender,and education of the workforce and organizational or business characteristics which include each of the following EXCEPT:

Harmony Products makes fertilizers used on golf courses.Which demographic market segmentation variable would provide the greatest benefit to the organization?

Children's Advil pain reliever positioned itself against Children's Tylenol pain reliever by running ads,which claimed that the Advil brand is superior because it works faster and longer than the Tylenol brand.This is an example of:

A fast food chain has determined that for every $1 spent by a 'light user,' each 'heavy user' spends $5.Which statement best describes this situation?

A new car dealer decides to open up a dealership in a region that has higher than national average income.Which characteristic is the new car dealer using to segment their market?

Head-to-head positioning requires a product to:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters