66) You have just created the “perfect” ad. It
communicates the full mix of benefits upon which the brand is differentiated
and positioned. This full positioning of the brand is called ________.
A) its value proposition
B) target marketing
C) capturing the consumers’ attention
D) value profiling
E) differentiated marketing
67) The answer to the customer’s question “Why should I
buy your brand?” is found in the ________.
A) quality image
B) customer services
C) value proposition
D) differentiation
E) pricing and promotion structure
68) What competitive positioning can attack a more-for-more
strategy by introducing a brand offering with comparable quality at a lower
price?
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) all-or-nothing
69) Which positioning strategy offers consumers a “good
deal” by offering equivalent-quality products or services at a lower
price?
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) all-or-nothing
70) “Less-for-much-less” positioning involves
meeting consumers’ ________.
A) quality performance requirements at a lower price
B) lower quality requirements in exchange for a lower price
C) lower quality requirements at the lowest possible price
D) high quality requirements at a discounted rate
E) high quality requirements at the lower possible price
71) Few people can afford the best in everything they buy. At
times everyone needs a product with less quality or performance with a
correspondingly lower price. In this case a consumer would purchase a product
positioned with a ________ strategy.
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) all-or-nothing
72) Which difficult-to-sustain positioning strategy attempts
to deliver the “best-of-both”?
A) more-for-the-same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) more-for-more
73) When it first opened for business, Home Depot claimed to
offer better products at lower prices. This hard-to-sustain value proposition
is called ________.
A) more-for-the-same
B) more-for-less
C) more-for-more
D) same-for-less
E) same-for-more
74) Which type of statement first indicates the product’s
membership in a category and then shows its point-of-difference from other
members of the category?
A) mission statement
B) vision statement
C) differentiation statement
D) positioning statement
E) statement of intent
75) What is the following an example of? “To busy,
mobile professionals who need to always be in the loop, BlackBerry is a
wireless connectivity solution that gives you an easier, more reliable way to
stay connected to data, people, and resources while on the go.”
A) positioning statement
B) service differentiation
C) concentrated segmentation
D) competitive advantage
E) irresponsible target marketing
76) When marketers at Procter & Gamble selected the
Millennials, a demographic that includes college students, as an untapped group
of potential customers for their Febreze line of products, they were executing
which step in the process of designing a customer-driven marketing strategy?
A) market segmenting
B) mass marketing
C) differentiation
D) targeting
E) positioning
77) When Pacific Fisheries groups its customers by regions
such as Asia, Australia, or New Zealand, it is using which segmenting base?
A) economic factors
B) political and legal factors
C) geographic location
D) benefits sought
E) demographics
78) When Burger King targets children, teens, adults, and
seniors with different ads and media, it is practicing ________ segmentation.
A) user status
B) age and life-cycle
C) psychographic
D) behavioral
E) lifestyle
79) Segmenting voters as either Democrats or Republicans is
an example of ________.
A) psychographic segmentation
B) demographic segmentation
C) occasion segmentation
D) intermarket segmentation
E) A and D
80) At one time Miller Beer was known as the “champagne
of bottled beer.” Unfortunately, Miller drinkers did not drink much beer.
To increase sales, Miller was repositioned to attract the members of the middle
working class. This segmentation approach is ________.
A) user status
B) usage rate
C) benefit
D) behavioral
E) psychographic
81) MTV targets the world’s teenagers, who have similar needs
and buying behavior even though they are located in different countries. This
is called ________ segmentation.
A) political and legal
B) cross-cultural
C) cultural
D) intermarket
E) individual
82) An organic farmer has identified three distinct groups
who might be interested in his products: vegetarians, people who are concerned
about chemicals in their foods, and people who consider themselves innovators
and trendsetters. These three groups are examples of ________.
A) marketing mixes
B) market segments
C) product mixes
D) mass markets
E) market positions
83) A catalog retailer has identified African-American
professionals between the ages of thirty-five and forty-five as the group of
customers within the larger market that is a potential market for its products.
The retailer plans to direct its marketing efforts toward this group of
consumers. The retailer has identified a ________.
A) target market
B) marketing mix
C) product mix
D) mass market
E) market aggregation
84) Jolene Enterprises mass produces an all-purpose floor
cleaner, mass distributes it and mass promotes it. This firm uses ________
marketing.
A) segmented
B) undifferentiated
C) nontraditional
D) differentiated
E) mass customization
85) A marketer focuses on several commonalities among all
consumers. This marketer appears to be engaging in ________.
A) differentiated marketing
B) undifferentiated marketing
C) segmented marketing
D) concentrated marketing
E) mass customization
86) Sanguine Services is a small company that practices a
marketing strategy in which its limited resources are used to go after a large
share of two small niches. Sanguine practices which one of these strategies?
A) undifferentiated
B) differentiated
C) mass
D) concentrated
E) geographically dispersed
87) Bob and Phyllis Cords own two retail stores, one in
Pottstown and one in Norristown. Though the towns are only 40 miles apart, the
consumers at both stores are very different demographically. Bob and Phyllis
alter the product offerings between both locations in an effort to cater to
both demographic groups. This is an example of ________.
A) local marketing
B) psychographic segmentation
C) mass customization
D) demographic segmentation
E) A and C
88) Jay Bee Promotions tailors its advertising and
promotional services to the needs and preferences of individual customers.
Which of the following terms does NOT apply to this type of marketing?
A) one-to-one
B) customized
C) markets-of-one
D) concentrated
E) mass customization
89) There are several different sports watches for cyclists.
When compared to its competitors, the Bike Nashbar watch is the least
expensive. The Acumen Basic is the only one designed for older cyclists who
prefer a larger display. Sports Instrument is the most comfortable of all the
available watches. This describes the ________ of the three sports watches.
A) marketing mixes
B) mass marketing strategies
C) positions
D) consumer orientations
E) selling orientations
90) When comparing itself to its competitors, Hidden Valley
describes its Ranch dressing as the original. This is the ________ the
manufacturer has planned for the product.
A) marketing mix
B) market segment
C) position
D) services differentiation
E) channel differentiation
91) The Jay Group hires better employees than the competition
by conducting lengthy searches and interviews. Management also trains employees
much better than competitors do. The Jay Group has gained a strong competitive
advantage through which type of differentiation?
A) image
B) people
C) services
D) product
E) channel
92) Ford Motor Company emphasizes “Quality First?Ford
Tough” in its truck products. In doing so, the company has developed a
differentiation strategy based on ________.
A) people
B) image
C) products
D) services
E) positioning
93) Cheap Heaps Auto specializes in lower quality vehicles,
with a few dents, that are priced a great deal lower than other used cars.
Cheap Heaps has chosen to position its products with a ________ strategy.
A) more-for-the same
B) more-for-less
C) same-for-less
D) less-for-much-less
E) A or C
94) Neiman Marcus claims superior quality, performance, and
style. The owners provide the most upscale products and services and charge a
higher price to cover the higher costs. What type of positioning does Neiman
Marcus use?
A) more-for-the-same
B) more-for-more
C) repositioning
D) the-same-for-less
E) more-for-less
95) Superior Auto Sales, a chain of high-end used car
dealerships, wants to sum up its company positioning and brand positioning in a
formal way. Superior’s management would use a ________.
A) mission statement
B) vision statement
C) competitive statement
D) positioning statement
E) company statement
96) Which of the following statements illustrates why
stereotypes should be avoided when using age and life-cycle segmentation?
A) Old women love to shop; young women love it more!
B) Most 10-year-old boys are mischievous.
C) Some 70 year olds use wheelchairs; others play tennis.
D) The majority of 20 year olds have to work; the same holds
true for 30 and 40 year olds.
E) both C and D
97) Which of the following is the most logical reason for
P&G offering products that compete with one another on the same supermarket
shelves?
A) Different people want a greater selection.
B) Procter & Gamble has little competition.
C) Different people want different mixes of benefits from the
products they buy.
D) Retailers request it.
E) It creates healthy competition.
Refer to the scenario below to answer the following
questions.
Herb Marks was making wooden writing utensils as a hobby
until Mel Yoder recognized Herb’s talent. Mel immediately ordered 250 pens and
pencils of various styles to be displayed in his shop’s showcase. Within three
months, the writing utensils were a hit! Herb Marks had never thought of
marketing his talent, but Mel’s enthusiasm and the recent sales were enough to
change his mind.
With limited resources, Herb contacted three additional
specialty shops within 100 miles. He explained his manufacturing processes and
engraving options to each. All three shops’ owners placed a trial order. Within
two months, just prior to the holiday season, each shop owner placed an
additional order. Herb was ecstatic!
“I figured business would slow down after that,”
Herb stated, “but in February I was contacted by Elmore Distributors. At
that point, I had to make a huge decision about how far I wanted to go with
this business.”
Elmore Distributors provides products for school fundraisers
in a seven-state area. Herb was offered a two-year contract and immediate
inclusion in Elmore’s promotional flyer. Herb Marks accepted the offer and,
along with it, the responsibility to produce thousands of wooden pens and
pencils.
“I had to get a grip on the magnitude of this
project,” Herb added. “I couldn’t grow out of control. I was already
working to capacity.”
Herb decided to place his major focus on the large contract
with Elmore. However, to avoid placing his total emphasis with one customer,
Herb continued nurturing his four previously established accounts without
targeting any additional customers.
“At this point, I had set up an assembly line in a
rented building,” Herb explained. “I had to hire three full-time
employees to work the line while I managed the customer orders and purchased
materials.” Herb paused. “But I can’t take the Elmore project for granted.
It might not always be there. I’ll have to have a good alternate plan if that
day comes.”
98) In the scenario, how does Herb segment his market?
A) loyalty status
B) usage rate
C) income
D) geographically
E) demographically
99) In marketing his writing utensils to his four
specialty-shop customers, Herb is using ________ marketing.
A) mass
B) undifferentiated
C) niche
D) mass customization
E) individual
100) If Herb produced a variety of styles of pens and pencils
with various wood types and engravings that he tailored specifically to each
individual’s order, he would be practicing ________.
A) concentrated marketing
B) local marketing
C) undifferentiated marketing
D) mass customization
E) micromarketing
101) Today, most companies have moved back toward mass
marketing and are being choosier about the customers with whom they wish to
build relationships.
102) Your company wants to move away from mass marketing and
engage in customer-driven marketing. The four steps to take, in order, are
market segmentation, marketing positioning, differentiation, and targeting.
103) Demographic segmentation can be used to divide the
market by different time periods of people’s lives and different family
situations.
104) Gender segmentation has long been used in clothing,
cosmetics, toiletries, and magazines.
105) Your assignment at work is to divide buyers into
different groups based on social class, lifestyle, and personality
characteristics. After a planning session with the marketing and sales staff,
you issue a memo to upper management recommending psychographic segmentation.
You are right on target.
106) Research about and planning for loyalty status as a
segmentation approach is generally not useful or practical for most firms.
107) For simplicity’s sake, most marketers generally limit
their segmentation analysis to one or a few variables.
108) Clusters of marketable groups of customers with similar
likes, dislikes, lifestyles, and purchase behaviors can be identified by
multivariable segmentation systems that merge and analyze geographic,
demographic, lifestyle, and behavioral data.
109) There are many exceptions to the geographic segmentation
assumption that consumers in nations close to one another will have many common
behaviors and traits.
110) Because there is such variation among the economies of
countries around the world, it is not practical to segment international
markets on the basis of economic factors.
111) In evaluating different market segments, a firm should
look at three factors: segment size and growth, segment structural
attractiveness, and company objectives and resources.
112) At a recent marketing seminar, the featured speaker
stated that a target market consists of a set of buyers who share common needs
or characteristics that the company decides to serve. This is a correct
definition.
113) Developing a stronger position within several segments
creates more total sales than undifferentiated marketing across all segments.
114) Niche marketing offers smaller companies an opportunity
to compete by focusing their limited resources on serving niches that may be
unimportant to or overlooked by larger companies.
115) Though the use of mass marketing has been widespread in
the past 100 years, for centuries consumers were served as individuals as
businesses practiced individual marketing.
116) Mass marketing is becoming a marketing principle for the
21stcentury.
117) When a company chooses a target marketing strategy, its
choices are influenced by factors related to company resources, the degree of
product variability, and the product’s life-cycle stage.
118) A product’s position is the way the product is defined
by the retailers who sell it to target markets. It is how it is defined on
important attributes?the place the product occupies in the retailers’ minds
relative to competing products.
119) Consumers position products in their minds in order to
simplify the buying process.
120) A market rarey exists for products that offer less and
therefore cost less.
121) Bombay Gifts divides its markets into units of nations,
regions, and cities. Bombay uses geographic segmentation.
122) Shopping for the Rich and Famous is a buying service
that helps wealthy clients find the best buys in exclusive clothing, high-end
cars, travel, and financial services. This firm most likely uses income
segmentation.
123) LaGrange Florists segments markets into groups of
nonusers, ex-users, potential users, first-time users, and regular users of its
flowers and services. This firm uses usage rate as its segmentation approach.
124) Because Cruise Ships International currently has limited
financial and personnel resources, it should avoid concentrated or niche
marketing until its resources are again substantial.
125) Kia offers a new car model with the same features as a
comparable but higher priced Toyota or Ford and provides a longer warranty. Kia
is following a more-for-less strategy.
126) Explain the four
major steps in designing a customer-driven marketing strategy.
127) Explain the four major segmenting variables for consumer
markets.
128) Describe how marketers use multiple-segmenting bases to
their advantage.
129) Why do businesses segment their markets?
130) Why do international markets need to be segmented?
131) Imagine that you are presenting a workshop on the
Requirements for Effective Segmentation. Briefly describe the five items that
will help your audience understand your topic.
132) Explain how companies identify attractive market
segments and choose a target marketing strategy.
134) In what ways might a marketer engage in socially
responsible target marketing?
135) Explain the concept of positioning for competitive
advantage.
ny must then effectively communicate and deliver the chosen
position to the market.
136) Why do marketers segment the market?
137) When might be the best time for a marketer to use
geographic segmentation?
.
138) Why might demographic segmentation be the most common
type of segmentation?
.
139) Why must marketers guard against stereotypes when using
age and life-cycle segmentation?
140) If Kool-Aid promotes a year-round campaign that
“Kool-Aid isn’t just a summertime drink,” what type of segmentation
is being used?
141) What is one way in which a marketer can attract nonloyal
consumers?
142) How might a marketer benefit from using PRIZM?
143) List three variables not applicable to the consumer
market that may be used to segment business markets.
144) What factors may impact segment attractiveness?
145) What is one major assumption made by marketers who
choose to use an undifferentiated marketing strategy?
146) XYZ Computers, Inc., a business with limited resources,
is a market nicher. How might XYZ benefit from this?
147) BMW allows customers to design their own vehicle from a
set of options at BMW’s Web site. What is this called?
148) Explain how market variability impacts the choice of a
target-marketing strategy.
149) Why might a marketer of laundry detergent be interested
in viewing a perceptual positioning map?
150) In what ways might a marketer be able to gain
competitive advantage through channel differentiation?
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