Question 1

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Accepted Answer

A)   mass marketing
B)   multiple target market
C)   combined target market
D)   single target market
E)   None of these approaches is correct.F) C) and D)
G) A) and B)

Question 2

When segmenting markets, cost considerations typically encourage a company to ________ and ________.

Accepted Answer

A)   disaggregate; combine segments
B)   aggregate; use different segments
C)   disaggregate; use different segments
D)   aggregate; combine segments
E)   disaggregate; use one segmentF) B) and C)
G) A) and E)

Question 3

When evaluating international markets, the marketing manager should:

Accepted Answer

A)   focus primarily on consumer markets because foreign business markets are in general too risky.
B)   not worry very much about segmenting because marketing concepts are not very well developed in most other economies.
C)   consider the whole "foreign market" as a segment.
D)   use broad criteria, such as geographic region or stage of economic development, to define submarkets before further segmenting.
E)   treat each foreign market as a separate segment.F) C) and D)
G) A) and C)

Question 4

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers, these airlines are segmenting the market primarily on:

Accepted Answer

A)   income.
B)   education.
C)   rate of use.
D)   ethnicity.
E)   age.F) A) and C)
G) B) and D)

Question 5

The MOST USEFUL dimensions for segmenting markets are:

Accepted Answer

A)   geographic and demographic dimensions.
B)   brand familiarity and consumption patterns.
C)   social class.
D)   benefits sought.
E)   It depends on what product-market one is segmenting.F) A) and B)
G) B) and E)

Question 6

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Accepted Answer

A)   Multiple.
B)   Single.
C)   Exclusive.
D)   Combined.
E)   All of these are target marketing approaches.F) C) and D)
G) B) and D)

Question 8

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

Accepted Answer

A) True 
 B)False

Question 9

Compared to a product-market, a generic market:

Accepted Answer

A)   Is more narrowly defined.
B)   Has sellers offering a more diverse set of products.
C)   Can never help marketers identify opportunities.
D)   None of these is a good answer.E) A) and B)
F) None of the above

Question 10

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 11

When deciding how far to carry the segmenting process,

Accepted Answer

A)   profit should be the balancing point--determining how unique a marketing mix the firm can offer to some target market.
B)   it is easier to develop effective marketing mixes for larger, more heterogeneous segments.
C)   cost considerations encourage less aggregating.
D)   the threat of potential competitors suggests more aggregating.
E)   All of these alternatives are true.F) A) and B)
G) C) and D)

Question 12

Which of the following statements is True regarding positioning?

Accepted Answer

A)   Positioning refers to how managers think about proposed or present brands in a market.
B)   Positioning issues are not important when competitors in a market appear to be very similar.
C)   Usually, the positions of products are related to six or seven product features that are important to product managers.
D)   None of these statements is true.E) B) and C)
F) None of the above

Question 13

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

Accepted Answer

A)   Long-stem roses
B)   A tomato
C)   Champagne
D)   A greeting card
E)   A telegramF) A) and E)
G) B) and E)

Question 14

International marketing typically requires less segmenting than domestic markets.

Accepted Answer

A) True 
 B)False

Question 15

Segmenting international markets can be more difficult because:

Accepted Answer

A)   the concepts and approaches for segmenting domestic markets simply do not apply.
B)   there are more dimensions and many unfamiliar variables.
C)   there are fewer useful dimensions.
D)   a manager must rely entirely on his or her own judgments about people in other countries.
E)   the quantity and quality of available market data are usually greater.F) B) and C)
G) D) and E)

Question 16

A market is a group of competitors selling similar products.

Accepted Answer

A) True 
 B)False

Question 17

Quality Ceramic, Inc. (QCI)  defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the

Accepted Answer

A)   combined target market approach.
B)   single target market approach.
C)   multiple target market approach.
D)   mass marketing approach.
E)   None of these is a good choice for Quality Ceramic.F) B) and E)
G) A) and E)

Question 18

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Accepted Answer

A) True 
 B)False

Question 19

____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market.

Accepted Answer

A)   Behavioral
B)   Demographic
C)   Determining
D)   Qualifying
E)   GeographicF) All of the above
G) B) and D)

Question 20

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Accepted Answer

A) True 
 B)False

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A market is a group of competitors selling similar products.

Correct Answer
verified

International marketing typically requires less segmenting than domestic markets.

Correct Answer
verified

Which of the following statements is True regarding positioning?

Correct Answer
verified

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Correct Answer
verified

When deciding how far to carry the segmenting process,

Correct Answer
verified

When evaluating international markets, the marketing manager should:

Correct Answer
verified

Compared to a product-market, a generic market:

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

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

Correct Answer
verified

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Correct Answer
verified

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers, these airlines are segmenting the market primarily on:

Correct Answer
verified

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Correct Answer
verified

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

Correct Answer
verified

Segmenting international markets can be more difficult because:

Correct Answer
verified

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Correct Answer
verified

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Correct Answer
verified

____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market.

Correct Answer
verified

Correct Answer
verified

The MOST USEFUL dimensions for segmenting markets are:

Correct Answer
verified

When segmenting markets, cost considerations typically encourage a company to and .

Correct Answer
verified

Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A market is a group of competitors selling similar products.

Correct AnswerverifiedShow Answer

International marketing typically requires less segmenting than domestic markets.

Correct AnswerverifiedShow Answer

Which of the following statements is True regarding positioning?

Correct AnswerverifiedShow Answer

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Correct AnswerverifiedShow Answer

When deciding how far to carry the segmenting process,

Correct AnswerverifiedShow Answer

When evaluating international markets, the marketing manager should:

Correct AnswerverifiedShow Answer

Compared to a product-market, a generic market:

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

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

Correct AnswerverifiedShow Answer

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Correct AnswerverifiedShow Answer

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers, these airlines are segmenting the market primarily on:

Correct AnswerverifiedShow Answer

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Segmenting international markets can be more difficult because:

Correct AnswerverifiedShow Answer

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

Correct AnswerverifiedShow Answer

____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The MOST USEFUL dimensions for segmenting markets are:

Correct AnswerverifiedShow Answer

When segmenting markets, cost considerations typically encourage a company to ________ and ________.

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

When segmenting markets, cost considerations typically encourage a company to and .

Correct Answer
verified