Question 1

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics; behavioral needs; urgency to get needs satisfied; and willingness to compare and shop.

Accepted Answer

A) True 
 B)False

Question 2

A marketing manager has just learned about generic markets.This may lead the manager

Accepted Answer

A)  to see a larger set of potential competitors.
B)  to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities.
C)  to think about new ways of satisfying the needs of his or her current customers.
D)  All these answers are correct.E) B) and C)
F) A) and D)

Question 3

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting.Soon it lost the manufacturers' business to a competitor.It seems that the firm failed to consider the risk of

Accepted Answer

A)  too much aggregating.
B)  insulting the manufacturers by putting them in the same market segment with the wholesalers.
C)  picking market segments based on qualifying dimensions.
D)  selecting market segments that were not substantial.
E)  using too many segmenting dimensions.F) B) and D)
G) C) and D)

Question 4

A company plans to sell its products to a market segment consisting of "outgoing personalities." This will likely NOT be a good market segment,primarily because of which of the following criteria?

Accepted Answer

A)  homogeneous within
B)  heterogeneous between
C)  generic
D)  operational
E)  substantialF) A) and B)
G) A) and E)

Question 5

When a company becomes aware that a new product is being test marketed by one of its competitors in St.Louis,it decides to create a similar product and rush it to market.This company can be described as a(n)

Accepted Answer

A)  copycat.
B)  innovator.
C)  me-too imitator.
D)  first mover.
E)  early adopter.F) All of the above
G) B) and D)

Question 6

Positioning issues are especially important when competitors in a market appear to be very similar.

Accepted Answer

A) True 
 B)False

Question 7

Manufacturer,service provider,government agency,wholesaler,etc.,are designations used to segment business and organizational markets according to

Accepted Answer

A)  kind of relationship.
B)  type of customer.
C)  demographics.
D)  product use.
E)  buying situation.F) A) and B)
G) A) and C)

Question 8

The clustering techniques that can be used in segmenting

Accepted Answer

A)  eliminate the need for management intuition and judgment.
B)  group people together into heterogeneous product-market segments.
C)  try to find similar patterns within sets of data.
D)  allow managers to ignore segmenting dimensions.
E)  None of these answers is correct.F) None of the above
G) B) and D)

Question 9

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

Accepted Answer

A) True 
 B)False

Question 10

For a product-market,which of the following refers to where a firm competes,or plans to compete,for customers?

Accepted Answer

A)  product type
B)  user needs
C)  customer types
D)  geographic area
E)  warranty periodF) A) and B)
G) D) and E)

Question 11

Which of the following is a consumer market demographic dimension?

Accepted Answer

A)  gender
B)  age
C)  occupation
D)  education
E)  All these answers are correct.F) A) and E)
G) A) and D)

Question 12

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Accepted Answer

A) True 
 B)False

Question 13

Every new customer at Five Elements Spa is asked to register his or her personal details,which includes the customer's age,purpose of visit,and contact information.With this information,the company regularly keeps in touch with its customers,reminding them of their next appointments,new spa offers,and any other promotions.The database is used to predict a customer's next visit to the spa based on his or her previous visits.It also helps the company design service packages to suit the customer's individual needs.In this scenario,Five Elements Spa is using

Accepted Answer

A)  corporate governance.
B)  social audit.
C)  customer relationship management.
D)  supply chain management.
E)  service design prototyping.F) A) and D)
G) A) and C)

Question 14

Which of the following is NOT true of a product-market?

Accepted Answer

A)  Competing suppliers offer close substitutes to satisfy needs.
B)  Customers in a product-market have very similar needs.
C)  Very different types of products may compete for consumer dollars.
D)  Naming product-markets includes consideration of where the customers are.E) A) and B)
F) All of the above

Question 15

Behavioral (rather than demographic) segmenting dimensions include

Accepted Answer

A)  type of problem-solving.
B)  kind of shopping.
C)  brand familiarity.
D)  benefits sought.
E)  All these answers are correct.F) C) and D)
G) B) and C)

Question 16

"Good" market segments should be heterogeneous within and homogeneous between.

Accepted Answer

A) True 
 B)False

Question 17

Target marketers who are "segmenters"

Accepted Answer

A)  increase the size of their target markets by combining two or more segments.
B)  use one marketing mix to appeal to multiple submarkets,even though the submarkets have some distinct differences.
C)  believe that one marketing mix works well enough with multiple submarkets,even though the target groups have some distinct differences.
D)  use one single marketing mix to appeal to an individual market segment and do not attempt to combine or merge segments together.
E)  are called mass marketers.F) A) and B)
G) C) and D)

Question 18

Which if the following describes a product-market most accurately?

Accepted Answer

A)  Exchanges are based on barter rather than money.
B)  One seller has a patent for a superior product and other firms try to imitate the leader the best they can.
C)  All the customers want the same product but will consider a substitute if their preferred brand is not available.
D)  Competing sellers offer physically or conceptually similar products.
E)  No intermediaries operate in the market.F) A) and E)
G) A) and D)

Question 19

A marketer will likely need to reposition a product if

Accepted Answer

A)  very few competitors offer similar products.
B)  customers see the product as distinct from other products in the market.
C)  marketers see the product as distinct from other products in the market.
D)  customers see the product as very similar to other products in the market.
E)  marketers see the product as very similar to other products in the market.F) B) and D)
G) B) and E)

Question 20

Which of the following is a demographic segmenting dimension?

Accepted Answer

A)  rate of use
B)  brand familiarity
C)  type of problem solving
D)  benefits sought
E)  family life cycleF) None of the above
G) B) and D)

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics; behavioral needs; urgency to get needs satisfied; and willingness to compare and shop.

Correct Answer
verified

A marketing manager has just learned about generic markets.This may lead the manager

Correct Answer
verified

Manufacturer,service provider,government agency,wholesaler,etc.,are designations used to segment business and organizational markets according to

Correct Answer
verified

A company plans to sell its products to a market segment consisting of "outgoing personalities." This will likely NOT be a good market segment,primarily because of which of the following criteria?

Correct Answer
verified

The clustering techniques that can be used in segmenting

Correct Answer
verified

Behavioral (rather than demographic) segmenting dimensions include

Correct Answer
verified

Target marketers who are "segmenters"

Correct Answer
verified

When a company becomes aware that a new product is being test marketed by one of its competitors in St.Louis,it decides to create a similar product and rush it to market.This company can be described as a(n)

Correct Answer
verified

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

Correct Answer
verified

Positioning issues are especially important when competitors in a market appear to be very similar.

Correct Answer
verified

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Correct Answer
verified

Which of the following is a demographic segmenting dimension?

Correct Answer
verified

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting.Soon it lost the manufacturers' business to a competitor.It seems that the firm failed to consider the risk of

Correct Answer
verified

For a product-market,which of the following refers to where a firm competes,or plans to compete,for customers?

Correct Answer
verified

"Good" market segments should be heterogeneous within and homogeneous between.

Correct Answer
verified

Which if the following describes a product-market most accurately?

Correct Answer
verified

Which of the following is a consumer market demographic dimension?

Correct Answer
verified

Which of the following is NOT true of a product-market?

Correct Answer
verified

Correct Answer
verified

A marketer will likely need to reposition a product if

Correct Answer
verified

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics; behavioral needs; urgency to get needs satisfied; and willingness to compare and shop.

Correct AnswerverifiedShow Answer

A marketing manager has just learned about generic markets.This may lead the manager

Correct AnswerverifiedShow Answer

Manufacturer,service provider,government agency,wholesaler,etc.,are designations used to segment business and organizational markets according to

Correct AnswerverifiedShow Answer

A company plans to sell its products to a market segment consisting of "outgoing personalities." This will likely NOT be a good market segment,primarily because of which of the following criteria?

Correct AnswerverifiedShow Answer

The clustering techniques that can be used in segmenting

Correct AnswerverifiedShow Answer

Behavioral (rather than demographic) segmenting dimensions include

Correct AnswerverifiedShow Answer

Target marketers who are "segmenters"

Correct AnswerverifiedShow Answer

When a company becomes aware that a new product is being test marketed by one of its competitors in St.Louis,it decides to create a similar product and rush it to market.This company can be described as a(n)

Correct AnswerverifiedShow Answer

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

Correct AnswerverifiedShow Answer

Positioning issues are especially important when competitors in a market appear to be very similar.

Correct AnswerverifiedShow Answer

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Correct AnswerverifiedShow Answer

Which of the following is a demographic segmenting dimension?

Correct AnswerverifiedShow Answer

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting.Soon it lost the manufacturers' business to a competitor.It seems that the firm failed to consider the risk of

Correct AnswerverifiedShow Answer

For a product-market,which of the following refers to where a firm competes,or plans to compete,for customers?

Correct AnswerverifiedShow Answer

"Good" market segments should be heterogeneous within and homogeneous between.

Correct AnswerverifiedShow Answer

Which if the following describes a product-market most accurately?

Correct AnswerverifiedShow Answer

Which of the following is a consumer market demographic dimension?

Correct AnswerverifiedShow Answer

Which of the following is NOT true of a product-market?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A marketer will likely need to reposition a product if

Correct AnswerverifiedShow Answer

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