Question 1

Combiners (as opposed to segmenters) :

Accepted Answer

A)   try to satisfy target customers "very well" rather than "pretty well."
B)   try to develop a different marketing mix for each submarket.
C)   want to avoid "inviting" competition.
D)   are not target marketers--they aim at everybody.
E)   try to increase the size of their target markets by combining two or more market segments.

Question 2

Segmenters, in contrast to combiners:

Accepted Answer

A)   try to aim at homogeneous submarkets of larger product-markets.
B)   see one aggregate demand curve for a generic market.
C)   are accepting the likelihood of lower sales.
D)   assume that everyone in a broad product-market has the same needs.
E)   develop general-purpose marketing mixes that appeal to several submarkets.

Question 3

When a company provides its advertising agency with a statement about a new product to use in designing an advertising campaign, and this statement includes a description of the target market, the product type, the primary benefits of using the product, and how this product is different from, and better than, competitive products, what type of statement is this?

Accepted Answer

A)   Qualifying
B)   Positioning
C)   Determining
D)   Clustering
E)   Combining

Question 4

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Accepted Answer

A)   planned
B)   target
C)   central
D)   generic
E)   relevant

Question 5

Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ____ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

Accepted Answer

A)   particular target market
B)   multiple target market
C)   combined target market
D)   product-market target market
E)   specialty targeting

Question 6

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Accepted Answer

A) True 
 B)False

Question 7

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Accepted Answer

A) True 
 B)False

Question 8

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

Accepted Answer

A) True 
 B)False

Question 9

A basic difference between a "generic market" and a "product-market" is:

Accepted Answer

A)   whether or not sellers in the market rely on e-commerce.
B)   how similar the competing sellers' products are.
C)   whether customer needs are similar or different.
D)   whether the market includes only buyers--or both buyers and sellers.
E)   There is NO DIFFERENCE--the terms mean the same thing.

Question 10

Planning marketing strategies for international markets:

Accepted Answer

A)   is usually most effective when the marketing manager uses the same marketing strategy for all markets.
B)   is often easier than planning domestic strategies because economic, political, and other uncontrollable variables are less important.
C)   is "easy" because each country should be treated as one target market.
D)   All of the above are true.
E)   None of the above is true.

Question 11

Which of the following is LEAST likely to compete in the same generic market with the others?

Accepted Answer

A)   Pop corn.
B)   Soft drink.
C)   Napkin.
D)   Cookie.
E)   Ice cream.

Question 12

"Positioning" is a marketing management aid which refers to:

Accepted Answer

A)   a product's ability to provide both immediate satisfaction and social responsibility.
B)   how customers think about proposed and/or present brands in a market.
C)   a firm's ability to distribute products through intermediaries who are in the right position to reach target customers.
D)   how a firm approaches customer relationship management.
E)   all of the above.

Question 13

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 14

Ideally, product-markets should be described in terms of:

Accepted Answer

A)   behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns.
B)   urgency to get needs satisfied and desire and willingness to compare and shop.
C)   geographic location and other demographic characteristics of potential customers.
D)   All of the above.
E)   Only A and B above.

Question 15

Which of the following statements about positioning is NOT true? Positioning techniques

Accepted Answer

A)   position products on a graph based on price level and quantity demanded.
B)   require a firm to collect data about consumer perceptions of products.
C)   are sometimes called "perceptual mapping" techniques.
D)   typically rely on a "product space" diagram to show the relationship among various products.
E)   may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered.

Question 16

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Accepted Answer

A) True 
 B)False

Question 17

In segmenting the cell phone user product-market, cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files. The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments. For this product-market, Super Cellular operated as a ____.

Accepted Answer

A)   combiner
B)   value operator
C)   market leader
D)   segmenter
E)   multi-segmenter

Question 18

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Accepted Answer

A)   Market penetration.
B)   Market segmentation.
C)   Market development.
D)   Market research.
E)   Market pioneering.

Question 19

When doing "positioning," a marketing manager should:

Accepted Answer

A)   avoid targeting strategies.
B)   focus on specific product features of all generic competitors.
C)   rely on how customers think about proposed and/or existing brands in a market.
D)   plan physical product changes rather than image changes.
E)   All of the above.

Question 20

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Accepted Answer

A) True 
 B)False

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

"Positioning" is a marketing management aid which refers to:

Correct Answer
verified

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

Correct Answer
verified

Which of the following is LEAST likely to compete in the same generic market with the others?

Correct Answer
verified

Planning marketing strategies for international markets:

Correct Answer
verified

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Correct Answer
verified

Correct Answer
verified

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

Correct Answer
verified

Correct Answer
verified

Which of the following statements about positioning is NOT true? Positioning techniques

Correct Answer
verified

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Correct Answer
verified

When doing "positioning," a marketing manager should:

Correct Answer
verified

Correct Answer
verified

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Correct Answer
verified

Ideally, product-markets should be described in terms of:

Correct Answer
verified

Combiners (as opposed to segmenters) :

Correct Answer
verified

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Correct Answer
verified

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Correct Answer
verified

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Correct Answer
verified

Segmenters, in contrast to combiners:

Correct Answer
verified

A basic difference between a "generic market" and a "product-market" is:

Correct Answer
verified

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

"Positioning" is a marketing management aid which refers to:

Correct AnswerverifiedShow Answer

By differentiating the marketing mix to do a better job meeting customers' needs, the firm builds a competitive advantage.

Correct AnswerverifiedShow Answer

Which of the following is LEAST likely to compete in the same generic market with the others?

Correct AnswerverifiedShow Answer

Planning marketing strategies for international markets:

Correct AnswerverifiedShow Answer

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When segmenting markets, one should look at geographic location and demographic characteristics as well as customers' desire and willingness to compare and shop, but behavioral needs aren't important for this purpose.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about positioning is NOT true? Positioning techniques

Correct AnswerverifiedShow Answer

The example for the seven-step approach (discussed in the text) uses recreational vehicles in the U.S. as its broad product-market.

Correct AnswerverifiedShow Answer

When doing "positioning," a marketing manager should:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Correct AnswerverifiedShow Answer

Ideally, product-markets should be described in terms of:

Correct AnswerverifiedShow Answer

Combiners (as opposed to segmenters) :

Correct AnswerverifiedShow Answer

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

Correct AnswerverifiedShow Answer

A ______________ market is a market with broadly similar needs and sellers offering various--and often diverse--ways of satisfying those needs.

Correct AnswerverifiedShow Answer

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

Correct AnswerverifiedShow Answer

Segmenters, in contrast to combiners:

Correct AnswerverifiedShow Answer

A basic difference between a "generic market" and a "product-market" is:

Correct AnswerverifiedShow Answer

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