Question 1

A(n) _____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Accepted Answer

A)   distribution channel
B)   communication channel
C)   intermediating continuum
D)   marketing channel
E)   connectivity channel

Question 2

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

Accepted Answer

A) True 
 B)False

Question 3

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following products is selectively distributed?

Accepted Answer

A)   Potato chips
B)   Calvin Klein jeans
C)   Barbie tennis shoes
D)   Ceiling fans
E)   Fingernail clippers

Question 5

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

Accepted Answer

A)   Primary motivation
B)   Elaboration likelihood model
C)   Reciprocal activation
D)   Conditioning theory
E)   Motivational mapping

Question 6

Free samples and premiums belong to the communication function of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 7

A promotion was launched to position a brand as a fun line of condiments for a variety of everyday usage occasions.Its promotions showed vignettes of families,children and older Americans enjoying foods flavored with same brand-name condiments.The fact that all of these mustards have the brand is an example of:

Accepted Answer

A)   individual branding.
B)   regional branding.
C)   psychological branding.
D)   private labeling.
E)   family branding.

Question 8

____ includes all marketing related communications between the seller and the buyer.

Accepted Answer

A)   Franchising
B)   Communication element
C)   Vertical marketing system
D)   Distribution element
E)   Newspaper review

Question 9

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

Accepted Answer

Since consumers seek benefits in the products they buy,a benefit segmentation strategy simply emphasizes those benefits that its target market wants.Products for which benefit segmentation could be used include vitamins,exercise equipment,cosmetics,and diet plans.

Question 10

List the two basic methods of distribution.

Accepted Answer

Companies use two ba...

Question 11

Which element is responsible for the sale of a product sold through intensive distribution?

Accepted Answer

The sales burden is ...

Question 12

What is the next step for a marketer once market segmentation has been done?

Accepted Answer

A)   Target marketing process
B)   Budgeting process
C)   Creating brand equity
D)   Selection of the promotional objectives
E)   Competitive assessment

Question 13

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Accepted Answer

A)   Exclusive
B)   Pioneering
C)   Selective
D)   Intensive
E)   Direct

Question 14

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

Accepted Answer

A)   total product concept
B)   marketing mix
C)   targeted product
D)   product attribution
E)   product utility

Question 15

When pharmaceutical companies began advertising directly to consumers,it was an example of _____.The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Accepted Answer

A)   indirect consumer marketing
B)   promotion equity
C)   scrambled promotion
D)   a push strategy
E)   a pull strategy

Question 16

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

Accepted Answer

A)   innovators
B)   market segments
C)   market aggregations
D)   diffusers
E)   buying centers

Question 17

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

Accepted Answer

The U.S.Census Bureau classifi...

Question 18

Psychographics are useful in the marketing of all products.

Accepted Answer

A) True 
 B)False

Question 19

The basic goal of a positioning strategy is to:

Accepted Answer

A)   own a word that establishes the product in the prospect's mind.
B)   offer new products directly to the late adopters.
C)   create demand for the whole product and not just for the company's own brand.
D)   minimize product differentiation.
E)   create and maintain primary demand for a product.

Question 20

According to the text,market segmentation is a two-step strategic process.The first step is to:

Accepted Answer

A)   conduct advertising research that determines consumers' reactions to various ad campaigns.
B)   identify groups of people with certain shared characteristics.
C)   aggregate groups of people or organizations into larger market segments.
D)   develop place, time, and possession utility.
E)   determine which personal influences will have the appropriate effect on consumers. B

Exam 6: Market Segmentation and the Marketing Mix

A(n) _____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Correct Answer
verified

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

Correct Answer
verified

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

Correct Answer
verified
True

Which of the following products is selectively distributed?

Correct Answer
verified

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

Correct Answer
verified

Free samples and premiums belong to the communication function of the marketing mix.

Correct Answer
verified

Correct Answer
verified

____ includes all marketing related communications between the seller and the buyer.

Correct Answer
verified

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

Correct Answer
verified
Since consumers seek benefits in the products they buy,a benefit segmentation strategy simply emphasizes those benefits that its target market wants.Products for which benefit segmentation could be used include vitamins,exercise equipment,cosmetics,and diet plans.

List the two basic methods of distribution.

Correct Answer
verified
Companies use two ba...
View Answer

Which element is responsible for the sale of a product sold through intensive distribution?

Correct Answer
verified
The sales burden is ...
View Answer

What is the next step for a marketer once market segmentation has been done?

Correct Answer
verified

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Correct Answer
verified

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

Correct Answer
verified

When pharmaceutical companies began advertising directly to consumers,it was an example of _____.The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Correct Answer
verified

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

Correct Answer
verified

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

Correct Answer
verified
The U.S.Census Bureau classifi...
View Answer

Psychographics are useful in the marketing of all products.

Correct Answer
verified

The basic goal of a positioning strategy is to:

Correct Answer
verified

According to the text,market segmentation is a two-step strategic process.The first step is to:

Correct Answer
verified
B

Exam 6: Market Segmentation and the Marketing Mix

A(n) _____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

Correct AnswerverifiedShow Answer

The target market for doll designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters.

Correct AnswerverifiedShow Answer

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is attempting to use benefits-sought segmentation.

Correct AnswerverifiedTrue

Which of the following products is selectively distributed?

Correct AnswerverifiedShow Answer

_____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.

Correct AnswerverifiedShow Answer

Free samples and premiums belong to the communication function of the marketing mix.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

____ includes all marketing related communications between the seller and the buyer.

Correct AnswerverifiedShow Answer

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

Correct AnswerverifiedSince consumers seek benefits in the products they buy,a benefit segmentation strategy simply emphasizes those benefits that its target market wants.Products for which benefit segmentation could be used include vitamins,exercise equipment,cosmetics,and diet plans.

List the two basic methods of distribution.

Correct AnswerverifiedCompanies use two ba...View AnswerShow Answer

Which element is responsible for the sale of a product sold through intensive distribution?

Correct AnswerverifiedThe sales burden is ...View AnswerShow Answer

What is the next step for a marketer once market segmentation has been done?

Correct AnswerverifiedShow Answer

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?

Correct AnswerverifiedShow Answer

The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values aimed at satisfying various functional,social,psychological,economic,and other consumer needs and wants.

Correct AnswerverifiedShow Answer

When pharmaceutical companies began advertising directly to consumers,it was an example of _____.The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe.

Correct AnswerverifiedShow Answer

People who may buy organic soups would usually be those who are vegetarians,people who want to try something different,people who like soup,people who do not have time to cook,and people who worry about putting chemicals in their bodies.These groups are all examples of _____ for the soup.

Correct AnswerverifiedShow Answer

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

Correct AnswerverifiedThe U.S.Census Bureau classifi...View AnswerShow Answer

Psychographics are useful in the marketing of all products.

Correct AnswerverifiedShow Answer

The basic goal of a positioning strategy is to:

Correct AnswerverifiedShow Answer

According to the text,market segmentation is a two-step strategic process.The first step is to:

Correct AnswerverifiedB

Correct Answer
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Correct Answer
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Correct Answer
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True

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Since consumers seek benefits in the products they buy,a benefit segmentation strategy simply emphasizes those benefits that its target market wants.Products for which benefit segmentation could be used include vitamins,exercise equipment,cosmetics,and diet plans.

Correct Answer
verified
Companies use two ba...
View Answer

Correct Answer
verified
The sales burden is ...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The U.S.Census Bureau classifi...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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B