Question 1

As a positioning strategy,value refers to the:

Accepted Answer

A)  attributes that are most important to the target market. 
B)  relationship of price to quality. 
C)  psychological meaning of a brand to consumers. 
D)  positioning of a product against a specific competitor. 
E)  position of a brand in consumers' mind. 
A)  attributes that are most important to the target market. 
B)  relationship of price to quality. 
C)  psychological meaning of a brand to consumers. 
D)  positioning of a product against a specific competitor. 
E)  position of a brand in consumers' mind.

Question 2

Childcare Inc.produces baby products.It provides product samples to parents-to-be in order to capture a share of their future purchases.It has created a website where parents can get expert parenting advice.It targets potential user groups who can be converted into heavy users.In this case,the company is using:

Accepted Answer

A)  occasion segmentation. 
B)  loyalty segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  perceptual segmentation. 
A)  occasion segmentation. 
B)  loyalty segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  perceptual segmentation.

Question 3

A furniture manufacturer deals in furniture with antique designs.The furniture mimics the designs used in royal households and provides customers with a means of self-expression.People who buy such furniture feel like they are part of a royal family.In this case,the segmentation approach used by the manufacturer is:

Accepted Answer

A)  geographic segmentation. 
B)  behavioural segmentation. 
C)  demographic segmentation. 
D)  geodemographic segmentation. 
E)  psychographic segmentation. 
A)  geographic segmentation. 
B)  behavioural segmentation. 
C)  demographic segmentation. 
D)  geodemographic segmentation. 
E)  psychographic segmentation.

Question 4

A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:

Accepted Answer

A)  brand repositioning. 
B)  undifferentiated positioning. 
C)  perceptual mapping. 
D)  mass marketing. 
E)  micro customization. 
A)  brand repositioning. 
B)  undifferentiated positioning. 
C)  perceptual mapping. 
D)  mass marketing. 
E)  micro customization.

Question 5

Which of the following is true of positioning?

Accepted Answer

A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services. 
A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 6

Which of the following is part of the vertical dimension as established by VALS™?

Accepted Answer

A)  Ideals 
B)  Achievement 
C)  Self-expression 
D)  Innovativeness 
E)  Self-value 
A)  Ideals 
B)  Achievement 
C)  Self-expression 
D)  Innovativeness 
E)  Self-value

Question 7

Which of the following is true of mass customization?

Accepted Answer

A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services. 
A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 8

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Accepted Answer

A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  absolute angle. 
E)  potential gradient. 
A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  absolute angle. 
E)  potential gradient.

Question 9

Explain how the use of the Internet helps companies use mass customization.

Accepted Answer

Mass customization is the practice of in

Question 10

Which of the following is true of micromarketing?

Accepted Answer

A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone. 
A)  It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind. 
B)  It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C)  It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D)  It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E)  It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone.

Question 11

In a certain Canadian province,an area is populated by young Haitians who are mainly blue-collared workers as they are unskilled manual labourers.They are not highly educated and live in rented apartments.However,some Haitians who are college graduates also inhabit this low-income area.They are white-collar workers as they have desk jobs.Even though there is a difference in income,both the blue-collared workers and white-collared workers share the same lifestyle.A company that develops products to serve both groups of people is using:

Accepted Answer

A)  differentiated segmentation. 
B)  behavioural segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  concentrated segmentation. 
A)  differentiated segmentation. 
B)  behavioural segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  concentrated segmentation.

Question 12

Which of the following best describes loyalty segmentation?

Accepted Answer

A)  It refers to the segmentation of consumers based on the worth they get from products or services. 
B)  It refers to the segmentation of consumers on the basis of where they live. 
C)  It refers to the segmentation of consumers on the basis of how consumers describe themselves. 
D)  It refers to the strategy of investing in retention and initiatives to retain a firm's most profitable customers. 
E)  It refers to the segmentation of consumers on the basis of easily measured,objective characteristics such as age,gender,income,and education. 
A)  It refers to the segmentation of consumers based on the worth they get from products or services. 
B)  It refers to the segmentation of consumers on the basis of where they live. 
C)  It refers to the segmentation of consumers on the basis of how consumers describe themselves. 
D)  It refers to the strategy of investing in retention and initiatives to retain a firm's most profitable customers. 
E)  It refers to the segmentation of consumers on the basis of easily measured,objective characteristics such as age,gender,income,and education.

Question 13

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

Accepted Answer

A)  mass customization. 
B)  brand repositioning. 
C)  perceptual mapping. 
D)  ideal positioning. 
E)  mass marketing. 
A)  mass customization. 
B)  brand repositioning. 
C)  perceptual mapping. 
D)  ideal positioning. 
E)  mass marketing.

Question 14

How we live our lives to achieve goals is called:

Accepted Answer

A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  lifestyle. 
E)  self-morale. 
A)  self-concept. 
B)  ideal point. 
C)  self-value. 
D)  lifestyle. 
E)  self-morale.

Question 15

Demographic segmentation refers to the segmentation of consumers based on:

Accepted Answer

A)  the worth that consumers get from products or services. 
B)  where the consumers live. 
C)  how consumers describe themselves. 
D)  the consumers' life goals. 
E)  the consumers' age,gender,or education. 
A)  the worth that consumers get from products or services. 
B)  where the consumers live. 
C)  how consumers describe themselves. 
D)  the consumers' life goals. 
E)  the consumers' age,gender,or education.

Question 16

The concept of being substantial and profitable as a prerequisite for market segmentation refers to the fact that:

Accepted Answer

A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers in a market segment should be high enough to generate substantial returns from the market. 
E)  the preferences of customers in a market should overlap to a great extent. 
A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers in a market segment should be high enough to generate substantial returns from the market. 
E)  the preferences of customers in a market should overlap to a great extent.

Question 17

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services,their usage rate,their user status,and their loyalty?

Accepted Answer

A)  Differentiated segmentation 
B)  Behavioural segmentation 
C)  Geodemographic segmentation 
D)  Undifferentiated segmentation 
E)  Concentrated segmentation 
A)  Differentiated segmentation 
B)  Behavioural segmentation 
C)  Geodemographic segmentation 
D)  Undifferentiated segmentation 
E)  Concentrated segmentation

Question 18

The concept of being reachable as a prerequisite for market segmentation refers to the fact that:

Accepted Answer

A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers should be high enough to generate substantial profits. 
E)  market segments should overlap to a great extent to facilitate marketing mix activities. 
A)  the customers in a market segment should react similarly and positively to a firm's offering. 
B)  market segments should be accessible to firms through persuasive communications and product distribution. 
C)  market segments should be distinct from one another for a firm to be able to design products or services to meet their needs. 
D)  the buying power of customers should be high enough to generate substantial profits. 
E)  market segments should overlap to a great extent to facilitate marketing mix activities.

Question 19

Customer lifetime value (CLV)refers to the:

Accepted Answer

A)  sum total of benefits that a vendor promises a customer will receive in return for the customer's loyalty for his or her lifetime. 
B)  strategy for managing a company's interactions with customers,clients,and sales prospects. 
C)  total value of purchases of a customer over a lifetime of patronage. 
D)  tendency of a customer to stick with a brand even when it is priced higher than an otherwise equal product. 
E)  the provision of service to customers before,during,and after a purchase. 
A)  sum total of benefits that a vendor promises a customer will receive in return for the customer's loyalty for his or her lifetime. 
B)  strategy for managing a company's interactions with customers,clients,and sales prospects. 
C)  total value of purchases of a customer over a lifetime of patronage. 
D)  tendency of a customer to stick with a brand even when it is priced higher than an otherwise equal product. 
E)  the provision of service to customers before,during,and after a purchase.

Question 20

Behavioural segmentation based on when a product or service is purchased or consumed is called:

Accepted Answer

A)  differentiated segmentation. 
B)  occasion segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  concentrated segmentation. 
A)  differentiated segmentation. 
B)  occasion segmentation. 
C)  geodemographic segmentation. 
D)  undifferentiated segmentation. 
E)  concentrated segmentation.

As a positioning strategy,value refers to the:

A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:

Which of the following is true of positioning?

Which of the following is part of the vertical dimension as established by VALS™?

Which of the following is true of mass customization?

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Explain how the use of the Internet helps companies use mass customization.

Which of the following is true of micromarketing?

Which of the following best describes loyalty segmentation?

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

How we live our lives to achieve goals is called:

Demographic segmentation refers to the segmentation of consumers based on:

The concept of being substantial and profitable as a prerequisite for market segmentation refers to the fact that:

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services,their usage rate,their user status,and their loyalty?

The concept of being reachable as a prerequisite for market segmentation refers to the fact that:

Customer lifetime value (CLV)refers to the:

Behavioural segmentation based on when a product or service is purchased or consumed is called:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters

Exam 6: Business-To-Business Marketing

As a positioning strategy,value refers to the:

A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:

Which of the following is true of positioning?

Which of the following is part of the vertical dimension as established by VALS™?

Which of the following is true of mass customization?

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Explain how the use of the Internet helps companies use mass customization.

Which of the following is true of micromarketing?

Which of the following best describes loyalty segmentation?

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

How we live our lives to achieve goals is called:

Demographic segmentation refers to the segmentation of consumers based on:

The concept of being substantial and profitable as a prerequisite for market segmentation refers to the fact that:

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services,their usage rate,their user status,and their loyalty?

The concept of being reachable as a prerequisite for market segmentation refers to the fact that:

Customer lifetime value (CLV)refers to the:

Behavioural segmentation based on when a product or service is purchased or consumed is called:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters