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Question;CHAPTER 7;MARKET SEGMENTATION, TARGETING, AND POSITIONING;FOR COMPETITIVE ADVANTAGE;MULTIPLE CHOICE;QUESTIONS;1. At one time, firms;scattered their marketing efforts (a ?shotgun? approach) to reach;consumers. Today, a firm is more likely to use;a. a ?bazooka? approach, where special effects;are used to ?explode? into the buyer?s;consciousness.;b. a ?knife? approach, where the firm tries to;?cut? to the most important product;advantage.;c. a ?rifle? approach, where the firm focuses on;the buyers who have greater;interest in;the values that the firm creates best.;d. a ?pistol? approach, where the firm realizes;that it has multiple chances to gain;consumer;interest.;2. ________________ is;the process of dividing a market into smaller groups of buyers with distinct;needs, characteristics, or behaviors who might require separate products or;marketing mixes.;a. Mass marketing;b. Market segmentation;c. Target marketing;d. Market positioning;3.;is the process of evaluating each market segment?s attractiveness and selecting;one or more segments to enter.;a. Mass marketing;b. Market segmentation;c. Market targeting;d. Market positioning;4. Setting the;competitive positioning for the product and creating a detailed marketing mix;is called;a. mass marketing.;b. target marketing.;c. market segmentation.;d. marketing positioning.;5. During which step;of the marketing segmentation, targeting, and positioning process;does the firm;?develop a marketing mix for each segment??;a. market segmentation;b. market targeting;c. market positioning;d. The firm does not go through the;?development? during any of the above steps.;6. During one of the;steps in the marketing segmentation, targeting, and positioning;process, the;marketer develops measures of segment attractiveness. This procedure;belongs in the;category of;a. market segmentation.;b. market targeting.;c. market massing.;d.;market positioning.;7. When companies;divide large, heterogeneous markets into smaller segments that can be reached;more efficiently with products and services that match their unique needs, they;are conducting a ___________________ process.;a. marketing;aggregation;b. marketing;positioning;c. marketing target;d. marketing;segmentation;8. Market;segmentation can be carried out at several different levels. Which of the;following WOULD;NOT BE among these levels?;a. micromarketing;b. segment marketing;c. competition marketing;d. niche marketing;9. Another word for;complete segmentation is;a. macromarketing.;b. micromarketing.;c. niche marketing.;d. mass marketing.;10. For most of the 20th century, firms practiced which of;the following forms of;marketing?;a. mass marketing;b. micromarketing;c. niche marketing;d. segment marketing;11. Which of the following marketers epitomized the mass;marketing strategy?;a. Henry Ford;b. Bill Gates;c. F.W. Woolworth;d. Thomas A. Edison;12.Which of the;following statements is closest to the traditional argument for mass marketing?;a. Find a need and;fill it.;b. The largest;potential market can lead to the lowest costs, which translates into either;lower prices or higher margins.;c. The rifle approach;rarely hits what it is aiming at.;d. The consumer is;king. Long live the king.;13.Isolating broad;segments that make up a market and adapting the marketing to match the needs of;one or more segments is called _________________.;a. niche marketing;b. mass marketing;c. segment marketing;d. micromarketing;14.When General Motors;designs specific models for different income and age groups, it is practicing;which of the following marketing formats?;a. micromarketing;b. macromarketing;c. mass marketing;d. segment marketing;15.Segment marketing;offers several benefits over mass marketing.;All of the following would be among those benefits EXCEPT;a. the company can;market more efficiently and target its programs toward only those consumers;that it can serve best.;b. the company can fine-tune;its programs to meet the needs of carefully defined segments.;c. the company can;reduce costs because of the ability to sell to customers one-on-one.;d. the company may;face fewer competitors if fewer competitors are focusing on the company?s chosen;market segment.;16.A company is;practicing ________________ if it focuses on subsegments with distinctive;traits that may seek a special combination of benefits.;a. micromarketing;b. niche marketing;c. mass marketing;d. segment marketing;17.As an example of;a company could build sport utility vehicles and direct;marketing efforts towards the luxury SUV market (as does Lexus).;a. micromarketing;b. niche marketing;c. mass marketing;d. segment marketing;18. American Express offers not only its traditional green;cards but also gold cards;corporate cards;and even a black card, called the Centurian, with a $1,000 annual;fee aimed at a;small group of ?superpremium customers.?;Which of the following;marketing efforts;is American Express following with their credit card policies?;a. macromarketing;b. segment marketing;c. niche marketing;d. self-marketing;19._________________ is;the practice of tailoring products and marketing programs to suit the tastes of;specific individuals and locations.;a. Niche marketing;b. Micromarketing;c. Segment marketing;d. Mass marketing;20. Micromarketing includes;a. segment marketing and niche marketing.;b. mass marketing and demographic marketing.;c. local marketing and individual marketing.;d. individual marketing and self-marketing.;21. ______________ involves tailoring brands and promotions to;the needs and wants of specific small groups such as cities, neighborhoods, and;even specific stores.;a. Niche marketing;b. Local marketing;c. Detail marketing;d. Individual;marketing;22.All of the following;are considered to be drawbacks of local marketing EXCEPT;a. it can drive up;manufacturing and marketing costs by reducing economies of scale.;b. it can create;logistical problems when the company tries to meet varied requirements.;c. it can attract;unwanted competition.;d. it can dilute the;brand?s overall image.;23.________________ is;tailoring products and marketing programs to the needs and preferences of;individual customers.;a. Niche marketing;b. Local marketing;c. Self-marketing;marketing;d. Individual;marketing;24. Individual marketing is known by a variety of;names. All of the following would;appropriately be;called individual marketing EXCEPT;a. mono-marketing.;b. one-to-one marketing.;c. customized marketing.;d. markets-of-one marketing.;25.______________ is the;process through which firms interact one-to-one with;masses of customers;to create customer-unique value by designing products and;services tailor-made;to individual needs.;a. Mass marketing;b. Detail marketing;c. Mass globalization;d. Mass customization


Paper#47362 | Written in 18-Jul-2015

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