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Question;1. Instead of scattering their marketing effort (a ?shotgun?;approach), many companies are now;embracing target marketing where the focus is on those consumers that they have;thegreatest chance of satisfying (a;approach) with their products and services.;a. ?rifle?;b. ?focused?;c. ?niche?;d. ?macro?;e. ?micro?;2. In;marketing, the seller engages in the mass production, mass distribution, and;mass promotion of one product for;all buyers.;a. group;b. mass;c. general;d. segmented;e. differentiated;3.;The argument for;marketing is that it creates the largest potential market, which leads to the;lowest costs, which in turn can lead to lower prices or higher margins.;a. niche;b. micro;c. macro;d. differentiated;e. mass;4. A;consists of a group of customers who share a similar set of needs and wants.;a. market target;b. market group;c. market slice;d. market segment;e. market level;5.;A ________ consists of two parts: a naked solution and discretionary options.;a.;differentiated market;offering;b.;flexible market offering;c.;rigid market offering;d.;vertical market offering;e.;horizontal market;offering;6. If a;marketing manager observes that his or her market shows no natural segments and;consumers seem to have roughly the same preferences, the marketing manager will;most likely be faced with a;preferences pattern.;a. homogeneous;b. heterogeneous;c. diffused;d. clustered;e.;scattered;7. Procter;Gamble has many soap brands. One reason for this is that soap users tend;to group together in terms of preferences such as bleaching action, softness;stain-removal, et cetera. Which of;the following preferences pattern would most;likely apply to P&G?s method of response to market needs?;a. Homogeneous;preferences.;b. Diffused preferences.;c. Clustered preferences.;d. Psychological preferences.;e. Cultural preferences.;8. Marketers usually identify niches by ________.;a. dividing a segment into subsegments;b. conducting VALS tests;c.;allowing consumers to gravitate toward product;brands;d.;examining the demographics;section of The Handbook of Marketing;e.;producing products that can be used in a variety of;ways;9. A niche;is characterized as being all of the following EXCEPT ________.;a. the customers in the niche have a;distinct set of needs;b. the customers will pay a premium;to the firm that satisfies their needs;c. the niche is not likely to attract;other competitors;d. the customers generally have;smaller amounts of income;e. the nicher gains certain economies;through specialization;10. Which of;the following has greatly facilitated niche marketing?;a. The Internet;b. Globalization;c. Industrialization;d. Recession;e. Excessive demand;11. When Nike attempts to get;close to its customers at the local level by sponsoring local school teams and;providing shoes, equipment, and clothing to many of them, Nike is using which;of the following marketing formats?;a. Differentiated marketing;b. Consumer marketing;c. Instructional marketing;d. Partner marketing;e. Grassroots marketing;12. According;to thoughts expressed by Pine and Gilmore;about a new economic era that is rapidly approaching, if you charge for the;time customers spend with you, then and only then are you in the;business.;a. niche;b. grassroots;c. experience;d. service;e. goods;13. Through;customer experience management (CEM), brands can create five different types of;experiences: sense, feel, think, relate, and ________.;a. remembering;b. forgetting;c. simulation;d. act;e. bargain;14.;combines operationally driven mass customization with customized marketing in a;way that empowers consumers to;design the product service offering of their choice.;a. Consumptionization;b. Viral marketing;c. Virtual marketing;d. Regionalization;e. Customerization;15. Two broad groups of variables are used to segment consumer;markets. One method uses descriptive characteristics such as geography. The;other method is to form segments by looking at ________ considerations.;a. gender;b. income;c. cultural;d. interest;e. behavioral;16. If a;marketer decides that segmenting a market based on neighborhoods, the marketer;will have chosen the ________ method of segmentation.;a. demographic;b. psychographic;c. geographic;d. cultural;e. social class;17. According;to established methods of segmenting markets, all of the following would an;appropriate segment category if the family life cycle was the segmentation base;ACCEPT ________.;a. young, single;b. male, female;c. young, married;d. older, married, no children under;18;e. young, married, youngest child 6;or over;18. A;marketing manager is considering several options to market to market segments;identified as being either culture-oriented, sports-oriented, or;outdoor-oriented. This manager has selected the ________ format for segmenting;markets.;a. personality;b. behavioral occasions;c. user status;d. psychographic lifestyle;e. readiness stage;19. PRIZM;(Potential Rating Index by Zip Markets) identifies clusters of consumers based;on a variety of characteristics such as education and affluence. Which of the;following clusters would match to a consumer group that is characterized as;being in their late forties and fifties, college-educated, upper-middle-class;homeowners that married late and are still raising children in comfortable;suburban subdivisions and are still pursuing kid-centered lifestyles.;a. The cosmopolitans;b. Beltway boomers;c. Young digerati;d. Winner?s circle;e. Blue bloods;20. Jose and;Erika have just divorced. This will obviously not only have an impact on their personal lives but their consumptive lives as well. Which of the following demographic segmentation subsegment formats might be;used by marketers to reach Jose or Erika?;a. Life stage;b. Benefits;c. Age segment;d. User segment;e. Occasion segment;21. Men and;women tend to have different attitudinal and behavioral orientations, based;partly on genetic makeup and partly on ________.;a. income;b. occupation;c. socialization;d. heredity;e. globalization;22. Which of;the following American Generations is characterized as being great acquisitors;and are value- and cause-driven despite indulgences and hedonism?;a. GI;generation;b. Silent;generation;c. Baby;boomers;d. Generation;X;e. Millennials;23. ________ is the science of using psychology;and demographics to better;understand consumers.;a. Psychographics;b. Segmentation;c. Clustering;d. Demographics;e. Social psychology;a;24.;To reach Generation Y, rock band Foo Fighters created a digital street;team that sends targeted e-mail messages to members who ?get the latest news;exclusive audio/video sneak previews, tons of chances to win great Foo Fighters;prizes, and become part of the Foo Fighters Family. Which of the following;techniques for reaching Generation Y are the Foo Fighters using?;a.;Student ambassadors;b.;Unconventional sports;c.;Cool events;d.;Computer;games;e.;Online buzz;25. In 2003;4.1 million Americans turned 21. An interesting fact is that the share of;college students who plan to move;back home after graduation is ________.;a. 10 percent;b. 25 percent;c. 50 percent;d. 60 percent;e. 75 percent;26. According;to the VALS 8-part typology segmentation system, ________ are successful;sophisticated, active, ?take-charge? people with high self-esteem. Their;purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.;a. innovators;b. thinkers;c. achievers;d. experiencers;e. believers;27. According;to the VALS 8-part typology segmentation system, ________ are considered to be;elderly, passive people who are;concerned about change. They are loyal to their favorite brands.;a. believers;b. strivers;c. makers;d. survivors;e. experiencers;28. A;housewife requests a new treadmill for her birthday. With respect to consumer;decision roles, which role is the housewife currently playing?;a. Initiator;b. Influencer;c. Decider;d. Buyer;e. Gatekeeper;29. With;respect to occasion segmentation, Christmas, Valentine?s Day, and;account for just over half of gifters? budgets.;a. Halloween;b. Father?s Day;c. Mother?s Day;d. Thanksgiving;e. Independence Day;30. Mobil identified five different;benefit segments for which products and services could be designed.;(27 percent of the market) shops;Mobil outlets for fast fuel, fast service, and fast food.;a. Road warriors;b. Generation F;c. True blues;d. Home bodies;e. Price shoppers;31. With respect to user status (a;segmentation possibility), ________ tend to focus on attracting potential users;because they have the most to gain.;a. smaller firms;b. niche firms;c. followers;d. aggressive specialists;e. market-share leaders;32. If a;market is segmented according to light, medium, and heavy product users, the;marketer segmenting this market is using the ________ as the means to segment.;a. user status;b. usage rate;c. buyer-readiness stage;d. occasion;e. benefit;33. If a;buyer is loyal to two or three different brands of soap, this buyer?s loyalty;status can be described as being among;the ________.;a. switchers;b. shifting loyals;c. split loyals;d. hard-core loyals;e. anti-loyals;34. A company;can learn a great deal by analyzing the degrees of brand loyalty. For example, by studying the ________ the company can pinpoint which brands are most competitive;with its own.;a. hard-core loyals;b. split loyals;c. shifting loyals;d. switchers;e. anti-loyals;All of;the following have been designated as groups;that might be found using attitude as the primary segmentation variable EXCEPT ________.;f. synergistic;g. enthusiastic;h. positive;i. indifferent;j. hostile;35. A snack;chip manufacturer is concerned about consumers leaving its brand and going to;competitive alternatives. Which of;the following groups (based on;strength of commitment) would be most;likely to leave the company?s;offering and go somewhere else for snack products?;a. Convertible;b. Shallow;c. Average;d. Entrenched;e. Hard rocks;36. If a;consumer group is designated based on their ?balance of disposition,? the;group can be described as one that is made up of nonusers who are as attracted;to a competing brand as they are to;their current brands.;a. strongly unavailable;b. weakly unavailable;c. ambivalent;d. available;e. desirable;37. If a;marketer is seeking to segment a business market, which of the following variables;is generally felt to be important;enough by marketers to place it first among;the list of other variables that can be used in segmentation process?;a. Personal characteristics;b. Demographic;c. Situational factors;d. Operating variables;e. Purchasing approaches;38. A;marketer is interested in segmenting a business market based on technology and;customer capabilities. Which of the following major segmentation variables;would most likely be used by the;marketer to assist with the task?;a. Demographic;b. Purchasing approaches;c. Situational factors;d. Personal characteristics;e. Operating variables;39. A;marketer is interested in segmenting a business market on ________ if the;marketer intends to eventually segment the market based on loyalty and;attitudes toward risk.;a. situational factors;b. purchasing approaches;c. personal characteristics;d. operating variables;e. demographics;40. A company;can be said to have used ________ if the company;distinguished customers buying on the basis of price, service, and quality.;a. macrosegmentation;b. microsegmentation;c. strategic segmentation;d. global segmentation;e. short-term segmentation

 

Paper#47223 | Written in 18-Jul-2015

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