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Question;Multiple Choice;1. 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;2. 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;3. 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;4. 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;5. 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;6. 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;7. 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;8. A;niche is characterized as being all of the following EXCEPT that ________.;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;9. Those;who favor localized marketing see national advertising as wasteful because;a. it;gets too up close and personal with consumers;b. it;drives up manufacturing and marketing costs by reducing economies of scale;c. it;magnifies logistical problems;d. it;fails to address local needs;e. all;of the above;10.;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;11. All;of the following are disadvantages of customerization EXCEPT that ________.;a. it;requires more prior information about the customer than most customers are;willing to share;b. it;is difficult to implement for complex products;c. it;can raise the cost of goods by more than the customer is willing to pay;d. some;customers don?t know what they want until they see the actual product;e. the;product may be hard to repair and have little sales value;12. Regardless;of the type of segmentation scheme used, the key is adjusting the marketing;program to recognize ________.;a. the;level of disposable income earned by the target group;b. customer;differences;c. the;cost?benefit relationship of narrowing the target market;d. customer;similarities;e. saturated;markets;13. If;a marketer decides to segment 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;14. When;segmenting on the basis of family life cycle, all of the following are segment;categories EXCEPT ________.;a. young;single;b. male;female;c. young;married;d. older;married, no children under 18;e. young;married, youngest child 6 or over;15. If;a marketing manager segments the market into culture-oriented, sports-oriented;or outdoor-oriented groups, he or she is segmenting on the basis of ________.;a. personality;b. behavioral;occasions;c. user;status;d. psychographic;lifestyle;e. readiness;stage;16. 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;17. John;and May have just divorced. 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;18. 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;19.;is the science of using psychology and demographics to better understand;consumers.;a. Psychographics;b. Segmentation;c. Clustering;d. Demographics;e. Social;psychology;20. According;to the VALS 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;21. Kim;is a young professional who enjoys snowboarding and going to rock concerts with;her friends. According to the VALS;eight-part typology segmentation system, Kim is best described as a(n);a. thinker;b. achiever;c. experiencer;d. striver;e. survivor;22. According;to the VALS segmentation system, ________ are considered to be elderly, passive;people who are concerned about change and are loyal to their favorite;brands.;a. believers;b. strivers;c. makers;d. survivors;e. experiencers;23. 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;24. The;sale of turkeys in Asian countries like Hongkong, Singapore and The Philippines;is highest in December, as people buy turkeys to serve at Christmas. Supermarkets that specifically advertise;turkeys at this time of year are segmenting on the basis of ________.;a. benefits;b. user;status;c. psychographics;d. demographics;e. occasion;25. Mothers-to-be;are potential users who will turn into heavy users of infant products and;services. By targeting mothers-to-be as;future heavy users, producers of these products and services are segmenting;consumers on the basis of ________.;a. usage;rate;b. buyer-readiness;stage;c. loyalty;status;d. user;status;e. benefits;26. 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. antiloyals;27. Pete;always buys Purina dog food for his dog because he believes that it is the best;value for the nutritional content.;Pete?s loyalty status is best described as ________.;a. split;loyal;b. shifting;loyal;c. consistent;loyal;d. hard-core;loyal;e. switcher;28. 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. antiloyals;29. All;of the following are considered to be product attitude segments EXCEPT;a. synergistic;b. enthusiastic;c. positive;d. indifferent;e. hostile;30. A;potato 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;31. 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;32. If;a marketer is seeking to segment a business market, which of the following;variables is generally felt to be the most important?;a. Personal;characteristics;b. Demographic;variables;c. Situational;factors;d. Operating;variables;e. Purchasing;approaches;33. 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;variables;b. Purchasing;approaches;c. Situational;factors;d. Personal;characteristics;e. Operating;variables;34. 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. demographic;variables;35. A;marketer interested in segmenting a business market based on ________ intends;to eventually segment the market based on power structure and purchasing;criteria.;a. situational;factors;b. purchasing;approaches;c. personal;characteristics;d. operating;variables;e. demographic;variables;36. During;which step of the segmentation process would the marketer group customers into;segments based on similar needs and benefits sought by the customer in solving;a particular consumption problem?;a. Step;2?segment identification;b. Step;3?segment attractiveness;c. Step;6?segment ?acid test?;d. Step;1?needs-based segmentation;e. Step;7?marketing-mix strategy;37. If;an organization?s marketing department wished to create ?segment storyboards?;to test the attractiveness of each segment?s positioning strategy, this action;would most likely occur in the ________ step of the segmentation process.;a. needs-based;segmentation;b. segment;identification;c. segment;profitability;d. segment;?acid test?;e. marketing-mix;strategy;38. In;the ________ step of the market segmentation process, the marketer evaluates;the segment using criteria such as market growth and market access.;a. need-based;segmentation;b. segment;identification;c. segment;attractiveness;d. segment;profitability;e. segment;?acid test?;39. To;meet the ________ criterion of useful market segments, it must be possible to;formulate effective programs for attracting and serving the segments.;a. measurable;b. substantial;c. accessible;d. differentiable;e. actionable;40. If;married and unmarried women respond similarly to a sale on perfume, these;hypothetical segments fail the ________ criterion for useful market segments.;a. measurable;b. substantial;c. accessible;d. differentiable;e. actionable;41. According;to the ________ criterion for useful market segments, a segment should be the;largest possible homogenous group worth going after with a tailored marketing;program.;a. measurable;b. substantial;c. accessible;d. differentiable;e. actionable;42. In;evaluating different market segments, the firm must look at two factors: the;segment?s overall attractiveness and ________.;a. company?s;objectives and resources;b. the;product to be sold;c. the;purchasing process;d. competition?s;strategies;e. the;global nature of the product;43. Volkswagen;concentrates on the small-car market and Porsche on the sports car market.;These would be examples of what is called ________.;a. single-segment;concentration;b. selective;specialization;c. product;specialization;d. market;specialization;e. full;market coverage;44. All;of the following are benefits of following the ________ approach to target;market selection: a strong knowledge of the segment?s needs, a strong market;presence, operating economies through specializing in production, distribution;and promotion.;a. single-segment;concentration;b. selective;specialization;c. product;specialization;d. market;specialization;e. full;market coverage;45. When;a symphony orchestra targets people who have broad cultural interests, rather;than only those who regularly attend concerts, the orchestra is targeting;a. market;mavens;b. strategic;segments;c. supersegments;d. occasion;segments;e. psychodemographic;segments;46. The;chief disadvantage to a firm that decides to follow a product specialization;strategy in selecting target markets is that ________.;a. no;synergy exists;b. logistics;can become a nightmare;c. the;product may be supplanted by an entirely new technology;d. competitors;can easily copy any new product introductions;e. e-commerce;becomes difficult for the company;47. With;as a target market strategy, the firm concentrates on serving many;needs of a particular customer group.;a. single-segment;concentration;b. selective;specialization;c. product;specialization;d. market;specialization;e. full;market coverage;48. In;marketing, the firm operates in several market segments and designs;different products for each segment.;a. segmented;b. undifferentiated;c. differentiated;d. geodemographic;e. niche;49. Johnson;Johnson broadened its target market for its baby shampoo to include;adults through ________.;a. countersegmentation;b. metamarketing;c. undifferentiated;marketing;d. product;specialization;e. single-segment;concentration;50.;is the strategic coordination of economic, psychological, political, and public;relations skills, to gain the cooperation of a number of parties in order to;enter or operate in a given market.;a. Metamarketing;b. Macromarketing;c. Micromarketing;d. Megamarketing;e. Modular;marketing;51. When;Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing;what is called ________.;a. primary;marketing;b. micromarketing;c. macromarketing;d. segmented;marketing;e. mass;marketing;52. The;marketer ________ the segments, the marketer?s task is to identify the segments;and decide which one(s) to target.;a. plans;b. creates;c. does;not create;d. rarely;controls;e. controls;53. The;recipe for Internet niching success is to ________.;a. find;a need and fill it;b. choose;a hard-to-find product that customers do not need to see and touch;c. choose;a low-budget product that is heavily demanded by Gen Y;d. choose;an exclusive product sold primarily to seniors;e. find;a product that has some attraction to a health-conscious market;54. Hilton;Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more;cosmopolitan. Southwestern hotels are;more rustic. This is an example of;segmentation.;a. demographic;b. behavioral;c. psychographic;d. geographic;e. user;status;55. Pampers;divides its market demographically on the basis of ________ into prenatal, new;baby, baby, toddler, and preschooler.;a. life;stage;b. gender;c. age;d. income;e. social;class;56. Newlyweds;in the Asia buy more in the first six months than an established household does;in five years. Newlyweds are an example;of a(n) ________ segment.;a. life;stage;b. gender;c. behavior;d. user;status;e. income;57. Which;of the following statements accurately describes what demographers are calling;the ?boom-boom effect??;a. Consumers;are demanding more ?bang for their buck.?;b. Baby;boomers still rule the marketplace.;c. Generation;X and its taste for violence will dominate the market in the future.;d. Products;that appeal to 20-somethings also appeal to baby boomers.;e. Companies;must have success quickly or go bust.;58. If;a marketing manager employs such marketing techniques as online buzz, student;ambassadors, cool events, and street teams to reach target markets, the manager;is most likely appealing to the ________ market.;a. pre-school;b. Generation;X;c. Generation;Y;d. Generation;Z;e. latent;baby boomers;59. Mature;and reflective people who seek durability, functionality, and value in products;are most likely to be categorized as ________ in the VALS system.;a. innovators;b. thinkers;c. achievers;d. experiencers;e. strivers;60. A;hardware store is interested in reaching people who are characterized by the;VALS system as being practical, down-to-earth, and self-sufficient who like to;work with their hands, the ________ category.;a. believers;b. strivers;c. survivors;d. experiencers;e. makers;61. The;key to attracting potential users, or even possibly nonusers, is ________.;a. understanding;the reasons they are not using;b. offering;financial incentives for first-time use;c. increasing;the usage rate of existing users;d. developing;a new product that better meets their needs;e. increasing;advertising expenditures;62.;are often a small percentage of the market but account for a high percentage of;total consumption.;a. Light;users;b. Medium;users;c. Heavy;users;d. Nonusers;e. None;of the above;63. By;analyzing the behaviors of ________, companies can learn about their marketing;weaknesses and attempt to correct them.;a. hard-core;loyals;b. split;loyals;c. shifting;loyals;d. switchers;e. ambivalents;64. Users;of a brand can be segmented into several groups based on the strength of;commitment to the brand. If a brand manager is seeking to identify those users;who are actively considering alternative brands, he or she should look for;users that are labeled as ________.;a. convertible;b. shallow;c. average;d. entrenched;e. latent;65. You;have decided to take a purchasing approach to segmenting a proposed business;market. All of the following would be potential means (subsegments) for;segmenting under the ?purchasing approach? EXCEPT ________.;a. purchasing-function;organization;b. power;structure;c. specific;application;d. nature;of existing relationships;e. purchasing;criteria;66. If;your assignment was (for each segment) to create a value proposition and;product-price positioning strategy based on the segment?s unique customer needs;and characteristics, you would be in which of the following steps of the;segmentation process?;a. Needs-based;segmentation;b. Segment;identification;c. Segment;attractiveness;d. Segment;positioning;e. Segment;?acid-test?;67. As;a brand manager you have decided to use the ________ full market coverage;approach in marketing to your customers, whereby your firm will operate in;several market segments and design different products for each segment.;a. undifferentiated;b. differentiated;c. concentrated;d. introverted;e. parallel

 

Paper#47371 | Written in 18-Jul-2015

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