Question 1

In the beginning,Tinfol offered its products to women of all age groups.This is an example of a(n):

Accepted Answer

A)  ideal positioning strategy. 
B)  perceptual mapping strategy. 
C)  brand repositioning strategy. 
D)  undifferentiated targeting strategy. 
E)  concentrated targeting strategy. 
A)  ideal positioning strategy. 
B)  perceptual mapping strategy. 
C)  brand repositioning strategy. 
D)  undifferentiated targeting strategy. 
E)  concentrated targeting strategy.

Question 2

Which of the following is true of brand repositioning?

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. 
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. 
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 3

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study.They felt Plymouth was the most practical and conservative.Porsche is the ideal product when it came to classiness and sportiness,which is represented on the graph as a(n):

Accepted Answer

A)  PSYTE cluster. 
B)  ideal point. 
C)  VALS™ cluster. 
D)  introductory point. 
E)  target market. 
A)  PSYTE cluster. 
B)  ideal point. 
C)  VALS™ cluster. 
D)  introductory point. 
E)  target market.

Question 4

As a positioning strategy,symbolism 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 its consumers. 
D)  positioning of a product or service against a specific competitor. 
E)  position of a product in the market. 
A)  attributes that are most important to the target market. 
B)  relationship of price to quality. 
C)  psychological meaning of a brand to its consumers. 
D)  positioning of a product or service against a specific competitor. 
E)  position of a product in the market.

Question 5

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case,the company is using the:

Accepted Answer

A)  perceptual stimulation strategy. 
B)  geographic targeting strategy. 
C)  brand repositioning strategy. 
D)  undifferentiated targeting strategy. 
E)  concentrated targeting strategy. 
A)  perceptual stimulation strategy. 
B)  geographic targeting strategy. 
C)  brand repositioning strategy. 
D)  undifferentiated targeting strategy. 
E)  concentrated targeting strategy.

Question 6

A lifestyle store deals with expensive and aesthetic products.Most of its target customers belong to the elite class of society who want to make a style statement associated with exclusivity.In this case,the segmentation approach used by the store is:

Accepted Answer

A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation. 
A)  geographic segmentation. 
B)  benefit segmentation. 
C)  demographic segmentation. 
D)  loyalty segmentation. 
E)  psychographic segmentation.

Question 7

Firms embrace differentiated segmentation because:

Accepted Answer

A)  it is much easier to plan promotional strategies for different products being offered to different segments of the market. 
B)  it helps them obtain a bigger share of the market and increase the market for their products overall. 
C)  it does not require them to develop separate strategies for different groups. 
D)  it protects the dilution of the brand. 
E)  it is inexpensive and cost effective. 
A)  it is much easier to plan promotional strategies for different products being offered to different segments of the market. 
B)  it helps them obtain a bigger share of the market and increase the market for their products overall. 
C)  it does not require them to develop separate strategies for different groups. 
D)  it protects the dilution of the brand. 
E)  it is inexpensive and cost effective.

Question 8

Explain the concentrated targeting strategy.

Accepted Answer

When an organization selects a single,pr

Question 9

A company sells a subscription service for mowing lawns.Customers typically remain subscribed for 3 years,and they pay $20.00 per month for the service,which means $240.00 ($20.00 × 12 months)per year or $720.00 ($240.00 × 3 years)potential revenue from the customer.In this case,the $720.00 of potential revenue is the:

Accepted Answer

A)  differentiated segmentation value. 
B)  undifferentiated segmentation value. 
C)  perceptual mapping value. 
D)  ideal point value. 
E)  customer lifetime value. 
A)  differentiated segmentation value. 
B)  undifferentiated segmentation value. 
C)  perceptual mapping value. 
D)  ideal point value. 
E)  customer lifetime value.

Question 10

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:

Accepted Answer

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

Question 11

Explain brand repositioning.

Accepted Answer

Brand repositioning refers to a strategy

Question 12

Which of the following strategies refers to the marketing strategy a firm can use if the product or service it provides is perceived to provide the same benefits to everyone and there is no need to develop separate strategies for different groups?

Accepted Answer

A)  Distinguished targeting strategy 
B)  Behavioural targeting strategy 
C)  Perceptual mapping strategy 
D)  Undifferentiated targeting strategy 
E)  Ideal point strategy 
A)  Distinguished targeting strategy 
B)  Behavioural targeting strategy 
C)  Perceptual mapping strategy 
D)  Undifferentiated targeting strategy 
E)  Ideal point strategy

Question 13

From a marketing point of view,self-values help determine the benefits the target market may be looking for from a product.

Accepted Answer

A) True 
 B)False

Question 14

Revolve first promoted the new model as a luxury car for the premium segment.This is called:

Accepted Answer

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

Question 15

A company has launched a milk beverage containing chocolate.Since the beverage appeals to all age groups,the company develops a single strategy to attract children,teenagers,and adults alike.In this case,the company is using a(n):

Accepted Answer

A)  geographic targeting strategy. 
B)  brand repositioning strategy. 
C)  perceptual mapping strategy. 
D)  undifferentiated targeting strategy. 
E)  ideal point strategy. 
A)  geographic targeting strategy. 
B)  brand repositioning strategy. 
C)  perceptual mapping strategy. 
D)  undifferentiated targeting strategy. 
E)  ideal point strategy.

Question 16

You are a product manager in a pharmaceutical company.You have developed a new drug to treat a particular terminal illness.How,as a manager,would you segment,target,and position the market for the pharmaceutical company? How would you position the new drug?

Accepted Answer

Student answers will vary.They will choo

Question 17

Which of the following allows people to describe themselves by using those characteristics that help them choose how they occupy their time (behaviour)and what underlying psychological reasons determine those choices?

Accepted Answer

A)  Demographics 
B)  Psychographics 
C)  Geodemographics 
D)  Chromodynamics 
E)  Matronymics 
A)  Demographics 
B)  Psychographics 
C)  Geodemographics 
D)  Chromodynamics 
E)  Matronymics

Question 18

A company uses a youth icon to endorse its new range of biker glasses.The commercial symbolizes youth and freedom.An individual who wants to live a life of freedom would be attracted to the ad.In the context of psychographic segmentation,the commercial is appealing to the individual's:

Accepted Answer

A)  perceptual map. 
B)  ideal point. 
C)  positioning statement. 
D)  lifestyle. 
E)  self-moral. 
A)  perceptual map. 
B)  ideal point. 
C)  positioning statement. 
D)  lifestyle. 
E)  self-moral.

Question 19

Explain why geodemographic segmentation can be particularly useful for retailers.

Accepted Answer

Geodemographic segmentation can be parti

Question 20

Explain how the psychographic system VALS™ classifies customers.

Accepted Answer

VALS™ classifies consumers into eight se

In the beginning,Tinfol offered its products to women of all age groups.This is an example of a(n):

Which of the following is true of brand repositioning?

As a positioning strategy,symbolism refers to the:

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case,the company is using the:

A lifestyle store deals with expensive and aesthetic products.Most of its target customers belong to the elite class of society who want to make a style statement associated with exclusivity.In this case,the segmentation approach used by the store is:

Firms embrace differentiated segmentation because:

Explain the concentrated targeting strategy.

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:

Explain brand repositioning.

Which of the following strategies refers to the marketing strategy a firm can use if the product or service it provides is perceived to provide the same benefits to everyone and there is no need to develop separate strategies for different groups?

From a marketing point of view,self-values help determine the benefits the target market may be looking for from a product.

Revolve first promoted the new model as a luxury car for the premium segment.This is called:

A company has launched a milk beverage containing chocolate.Since the beverage appeals to all age groups,the company develops a single strategy to attract children,teenagers,and adults alike.In this case,the company is using a(n):

You are a product manager in a pharmaceutical company.You have developed a new drug to treat a particular terminal illness.How,as a manager,would you segment,target,and position the market for the pharmaceutical company? How would you position the new drug?

Which of the following allows people to describe themselves by using those characteristics that help them choose how they occupy their time (behaviour)and what underlying psychological reasons determine those choices?

A company uses a youth icon to endorse its new range of biker glasses.The commercial symbolizes youth and freedom.An individual who wants to live a life of freedom would be attracted to the ad.In the context of psychographic segmentation,the commercial is appealing to the individual's:

Explain why geodemographic segmentation can be particularly useful for retailers.

Explain how the psychographic system VALS™ classifies customers.

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

In the beginning,Tinfol offered its products to women of all age groups.This is an example of a(n):

Which of the following is true of brand repositioning?

As a positioning strategy,symbolism refers to the:

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case,the company is using the:

A lifestyle store deals with expensive and aesthetic products.Most of its target customers belong to the elite class of society who want to make a style statement associated with exclusivity.In this case,the segmentation approach used by the store is:

Firms embrace differentiated segmentation because:

Explain the concentrated targeting strategy.

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:

Explain brand repositioning.

Which of the following strategies refers to the marketing strategy a firm can use if the product or service it provides is perceived to provide the same benefits to everyone and there is no need to develop separate strategies for different groups?

From a marketing point of view,self-values help determine the benefits the target market may be looking for from a product.

Revolve first promoted the new model as a luxury car for the premium segment.This is called:

A company has launched a milk beverage containing chocolate.Since the beverage appeals to all age groups,the company develops a single strategy to attract children,teenagers,and adults alike.In this case,the company is using a(n):

You are a product manager in a pharmaceutical company.You have developed a new drug to treat a particular terminal illness.How,as a manager,would you segment,target,and position the market for the pharmaceutical company? How would you position the new drug?

Which of the following allows people to describe themselves by using those characteristics that help them choose how they occupy their time (behaviour)and what underlying psychological reasons determine those choices?

A company uses a youth icon to endorse its new range of biker glasses.The commercial symbolizes youth and freedom.An individual who wants to live a life of freedom would be attracted to the ad.In the context of psychographic segmentation,the commercial is appealing to the individual's:

Explain why geodemographic segmentation can be particularly useful for retailers.

Explain how the psychographic system VALS™ classifies customers.

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