Question 1

To use a difference to distinguish a product from its competitors,the difference must be important,distinctive,________,communicable,pre-emptive,affordable and profitable.

Accepted Answer

The answer of To use a difference to distinguish a...

Question 2

When New Port Shipping uses segmented marketing,it targets several segments and designs separate offers for each one.This approach is called ________ marketing.

Accepted Answer

A) undifferentiated 
B) differentiated 
C) individual 
D) mass 
E) niche

Question 3

Typically,developing a strong position within a few or several market segments creates more total sales than ________ marketing across all segments.

Accepted Answer

A) undifferentiated 
B) differentiated 
C) niche 
D) target 
E) individual

Question 4

At a recent marketing seminar,the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.

Accepted Answer

A) True 
 B)False

Question 5

Which type of segmentation centres on the use of the word when,such as when consumers get the idea to buy,when they actually make their purchase or when they use the purchased item?

Accepted Answer

A) demographic 
B) psychographic 
C) occasion 
D) impulse 
E) emergency

Question 6

Advertising guru,Rosser Reeves,believed that firms should develop a USP for each brand and stick to it.What does USP stand for?

Accepted Answer

A) unique selling product 
B) unique services practice 
C) unique sales pitch 
D) unique selling proposition 
E) universal strategic practice

Question 7

Which of the following is NOT one of the reasons a segment would be less attractive to a company?

Accepted Answer

A) strong competitors 
B) substitute products 
C) concentrated market 
D) power of buyers 
E) power of suppliers

Question 8

ByTheWay Ventures chose a differentiated marketing strategy.The company had to weigh ________ against ________ when selecting this strategy.

Accepted Answer

A) extra research;costs 
B) sales analysis;sales 
C) increased sales and a stronger position;increased costs 
D) geographic segmentation;demographic segmentation 
E) attitudes;perceptions

Question 9

Ford Motor Company emphasises 'Quality first-Ford tough' in its truck products.The company has developed a differentiation strategy based on ________.

Accepted Answer

A) people 
B) image 
C) channels 
D) services 
E) positioning

Question 10

In general,a company should enter only segments in which it can ________ .

Accepted Answer

A) offer lower prices 
B) offer superior customer value 
C) offer superior customer value. 
D) gain advantages over competitors 
E) identify behaviours

Question 11

It is considered socially irresponsible when the marketing of adult products spills over into the marketing towards _____.

Accepted Answer

A) elderly 
B) children 
C) animals 
D) minorities 
E) seniors

Question 12

Unilever,a company active in the cosmetics and toiletries market,is most likely primarily using which type of segmentation with its Lynx product?

Accepted Answer

A) age and life-cycle 
B) gender 
C) behaviour 
D) psychographic 
E) geographic

Question 13

Many firms make an effort to identify smaller,better-defined target groups by using ________.

Accepted Answer

A) user rates 
B) loyalty segmentation 
C) multiple segmentation bases 
D) positioning 
E) mass marketing

Question 14

When Pacific Fisheries groups its customers as countries by regions such as Asia,Australia or New Zealand,it is using which segmenting base?

Accepted Answer

A) economic factors 
B) political and legal factors 
C) geographic location 
D) benefits sought 
E) demographics

Question 15

By looking at customers who are shifting away from its brand,the company can learn about its marketing ________.

Accepted Answer

The answer of By looking at customers who are shifting...

Question 16

When a company chooses a target marketing strategy,its choices are influenced by factors related to company resources,the degree of product variability and the product's life-cycle stage.

Accepted Answer

A) True 
 B)False

Question 17

Superior Auto Sales,a chain of high-end used car dealerships,wants to sum up its company positioning and brand positioning in a formal way.Superior's management would use a ________.

Accepted Answer

A) mission statement 
B) vision statement 
C) competitive statement 
D) positioning statement 
E) company statement

Question 18

In ________ marketing,an organisation designs separate offers for each of the identified target markets.

Accepted Answer

The answer of In ________ marketing,an organisation designs separate offers...

Question 19

________ segmentation divides a market into groups according to occasions when buyers get the idea to buy,make a purchase or use a product.

Accepted Answer

The answer of ________ segmentation divides a market into groups...

Question 20

The most attractive market segments are likely to be ________.

Accepted Answer

A) the fastest growing segment 
B) the segment with the most numerous members 
C) the most profitable 
D) the segment with the highest average incomes 
E) the segment with the highest discretionary income

Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers