Question 1

The combined target market approach:

Accepted Answer

A)   tends to focus on small, homogeneous market segments.
B)   aims at several target markets and offers each target market a unique marketing mix.
C)   tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people.
D)   works well only when each submarket of a product-market has a different demand curve.
E)   None of these alternatives is correct for the combined target market approach.

Question 2

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 3

A generic market description looks at market broadly and from a customer's viewpoint.

Accepted Answer

A) True 
 B)False

Question 4

The marketing management team for Dada Motors brainstormed a variety of solutions to the problem of how to transport people in the world.This process came during the ______ step in the market segmentation process.

Accepted Answer

A)   disaggregating
B)   market definition
C)   segmenting
D)   aggregating
E)   approach selection

Question 5

When identifying a company's market,managers need to avoid the mistake of ______.

Accepted Answer

A)   finding out what customers need
B)   thinking of a market as a group of customers with similar needs who will exchange money for goods and services that meet those needs
C)   trying to identify specific target markets within a general market
D)   describing their markets solely in terms of the products they sell
E)   thinking of the issue from the customer's point of view

Question 6

A product-market segment is "operational" if it is big enough to be profitable to the firm.

Accepted Answer

A) True 
 B)False

Question 7

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

Accepted Answer

A)   Brand familiarity
B)   Positioning
C)   Market scanning
D)   Market segmentation
E)   Customer relationship management (CRM)

Question 8

Which of the following statements about market segmentation is NOT correct?

Accepted Answer

A)   	It starts by segmenting broad product-markets.
B)   	It involves naming broad product-markets.
C)   	A market grid with submarkets can be a visual aid to market segmentation.
D)   	It segments broad product-markets in order to develop suitable marketing mixes.
E)   	First-time market segmentation efforts often fail.

Question 9

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 10

A ______ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

Accepted Answer

A)   segment
B)   market
C)   product
D)   consumer forum
E)   generic industry

Question 11

Which of the following statements iterates that combiners make compromises in developing the marketing mix?

Accepted Answer

A)   Combiners identify two or more segments and treat each as a separate market with differences.
B)   Combiners pick one of the many homogenous market segments as the firm's target market.
C)   Combiners look for similarities in the submarkets and try to extend or modify the basic offering.
D)   Combiners include demographic dimensions such as age, sex, income, location, and family size.
E)   Combiners look for operational markets that are homogenous within and heterogeneous in between.

Question 12

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 is true.

Question 13

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

Accepted Answer

A)   homogeneous
B)   product
C)   relevant
D)   generic
E)   target

Question 14

Unlike a generic market description,a product-market definition includes ______.

Accepted Answer

A)   customer needs.
B)   customer types.
C)   geographic area.
D)   product type.
E)   organization chart

Question 15

Marketing managers for Mountain Dew used a positioning statement to help focus efforts and gain market share in a competitive environment.

Accepted Answer

A) True 
 B)False

Question 16

______ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

Accepted Answer

A)   Combiners
B)   Segmenters
C)   Segment aggregators
D)   Segment combiners
E)   Multipliers

Question 17

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone,what is the primary segmenting dimension that Hallmark is using?

Accepted Answer

A)   Rate of use
B)   Age
C)   Family size
D)   Income
E)   Education

Question 18

A product-market is one in which

Accepted Answer

A)   products from different industries compete for customers by trying to satisfy the same basic need.
B)   price is the determining factor in deciding which brand to buy.
C)   all of the customers want the exact same product but will consider a substitute if their preferred brand is not available.
D)   one seller has a monopoly and there is no competition.
E)   None of these alternatives is true.

Question 19

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Accepted Answer

A) True 
 B)False

Question 20

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

Accepted Answer

A) True 
 B)False

Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

A product-market segment is "operational" if it is big enough to be profitable to the firm.

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

The clustering techniques that can be used in segmenting:

Correct AnswerverifiedShow Answer

The combined target market approach:

Correct AnswerverifiedShow Answer

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

Correct AnswerverifiedShow Answer

Which of the following statements about market segmentation is NOT correct?

Correct AnswerverifiedShow Answer

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone,what is the primary segmenting dimension that Hallmark is using?

Correct AnswerverifiedShow Answer

Marketing managers for Mountain Dew used a positioning statement to help focus efforts and gain market share in a competitive environment.

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

______ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

Correct AnswerverifiedShow Answer

A ______ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

Correct AnswerverifiedShow Answer

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

Correct AnswerverifiedShow Answer

Which of the following statements iterates that combiners make compromises in developing the marketing mix?

Correct AnswerverifiedShow Answer

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

Correct AnswerverifiedShow Answer

The marketing management team for Dada Motors brainstormed a variety of solutions to the problem of how to transport people in the world.This process came during the ______ step in the market segmentation process.

Correct AnswerverifiedShow Answer

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 product-market is one in which

Correct AnswerverifiedShow Answer

Unlike a generic market description,a product-market definition includes ______.

Correct AnswerverifiedShow Answer

When identifying a company's market,managers need to avoid the mistake of ______.

Correct AnswerverifiedShow Answer

A generic market description looks at market broadly and from a customer's viewpoint.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified