Question 1

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

Accepted Answer

A)  perception
B)  positioning
C)  market-product
D)  vision
E)  differentiationF) C) and E)
G) B) and D)

Question 2

Each cell of the complete market-product grid shows the __________.

Accepted Answer

A)  relative market share
B)  estimated market size
C)  investment required to reach the market
D)  market growth rate
E)  estimated profitF) A) and D)
G) C) and D)

Question 3

What are the segmentation bases for U.S.organizational (business)markets?

Accepted Answer

Organizational (business)marke...

Question 4

In market segmentation,nonusers that may be converted into customers are referred to as

Accepted Answer

A)  leads.
B)  prospects.
C)  potential users.
D)  ultimate consumers.
E)  undefined prospects.F) B) and C)
G) A) and B)

Question 5

A market-product grid relates the market segments to the products offered or potential marketing actions.With respect to pillows,the most effective way to segment the pillow market would be based on __________.

Accepted Answer

A)  the age of the sleeper: less than 18 years of age; 18 to 44 years of age; or 45 years and older
B)  the sleeper's annual income: less than $25,000; $25,000 to $49,999; or $50,000 and over
C)  the sleeper's gender: male or female
D)  whether the sleeper has sleeping problems: yes or no
E)  how the sleeper sleeps: side; back; or stomachF) B) and E)
G) A) and B)

Question 6

A marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Accepted Answer

A)  product repositioning
B)  points of difference
C)  market differentiation
D)  product positioning
E)  product differentiationF) All of the above
G) B) and C)

Question 7

Cannibalization would most likely occur if

Accepted Answer

A)  Dell adds high-end speaker systems to its line.
B)  General Mills launches Chocolate Cheerios.
C)  General Motors markets a sport coupe similar to the BMW Z4.
D)  Pillsbury adds boxed sugar to its product line.
E)  Procter & Gamble adds a new line of baby clothing to its product mix.F) All of the above
G) A) and E)

Question 8

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Accepted Answer

A)  market segments of potential buyers
B)  marketing objectives of potential products
C)  total anticipated revenue
D)  total anticipated profit
E)  market share of the closest competitorF) D) and E)
G) A) and D)

Question 9

Product differentiation refers to

Accepted Answer

A)  a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs.
B)  the unique combination of product benefits received by targeted buyers.
C)  those characteristics of a product that make it superior to competitive substitutes.
D)  a marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products.
E)  the legal requirement that requires a specified degree of distinction between products to ensure an organization's intellectual property rights.F) A) and E)
G) B) and E)

Question 10

Two key types of synergies are __________.

Accepted Answer

A)  supplier and distributor synergies
B)  market and product synergies
C)  industry-dominated and consumer-dominated
D)  product and production synergies
E)  consumer and market synergiesF) A) and B)
G) A) and C)

Question 11

Behavioral segmentation encompasses

Accepted Answer

A)  lifestyles and demographics.
B)  retailer and wholesaler behaviors.
C)  geographic and demographic criteria.
D)  product features and user status.
E)  demand and supply.F) B) and C)
G) A) and D)

Question 12

New Balance makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush,smooth,and stable ride." And its Made in America,top of the line,990 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability,a stability-enhancing ABZORB midsole,and ENCAP to promote a healthy gait." This strategy is an example of

Accepted Answer

A)  mass customization.
B)  product segmentation.
C)  market segmentation.
D)  single chain marketing.
E)  market specific selection.F) A) and B)
G) A) and C)

Question 13

All of the following are examples of increased customer value from organizational synergy EXCEPT:

Accepted Answer

A)  lower prices
B)  increased market share
C)  more products
D)  improved distribution
E)  improved quality of existing productsF) A) and B)
G) C) and D)

Question 14

A market-product grid is a framework to relate the market segments of potential buyers to

Accepted Answer

A)  estimated expenses for products sold.
B)  products offered or potential marketing actions by an organization.
C)  total anticipated revenue.
D)  total anticipated profit.
E)  market share of the closest competitor.F) B) and D)
G) A) and D)

Question 15

The market segmentation strategy known as frequency marketing focuses on

Accepted Answer

A)  trial.
B)  the average number of times a person in the target audience is exposed to an advertisement.
C)  usage rate.
D)  consumption incidence.
E)  turnover.F) B) and E)
G) All of the above

Question 16

In the sneaker business,Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

Accepted Answer

A)  head-to-head
B)  parallel market
C)  lateral
D)  repositioning
E)  differentiationF) C) and E)
G) A) and B)

Question 17

Which of the following is an example of a "Tiffany/Walmart" strategy?

Accepted Answer

A)  College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B)  A new movie used several different movie trailers.One set of previews showed the action scenes in order to attract one audience and the other set showed romantic scenes to attract another audience.
C)  Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D)  Gap's Banana Republic chain sells blue jeans for $58,whereas its Old Navy stores sell a slightly different version for $22.
E)  Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.F) C) and D)
G) B) and C)

Question 18

__________ often come at the expense of __________ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Accepted Answer

A)  Product synergies; marketing synergies
B)  Marketing synergies; product synergies
C)  Supplier synergies; consumer synergies
D)  Distributor synergies; supplier synergies
E)  Marketing synergies; finance synergiesF) C) and D)
G) C) and E)

Question 19

Which of the following statements best illustrates geographic segmentation?

Accepted Answer

A)  GE builds a downsized microwave oven to hang under kitchen cabinets.
B)  Del Monte offers a line of canned fruit with no added sugar or artificial sweeteners.
C)  In China,KFC sells a spicier chicken the farther away its restaurants are from the coastal areas.
D)  A fast food hamburger restaurant is only open for breakfast on weekdays and Saturdays but not Sundays.
E)  A gourmet grocer advertises its services on a small-audience classical music station even though there is a much larger-audience rock station in the area.F) A) and D)
G) A) and E)

Question 20

Building open and honest relationships with communication is an example of Zappos' __________.

Accepted Answer

A)  profile for its target market
B)  core values being adapted from its new owner,Amazon.com
C)  ten core values for Zappos' culture
D)  qualities required of Zappos' suppliers
E)  qualities required of Zappos' retailersF) D) and E)
G) C) and D)

Exam 8: Market Segmentation, Targeting, and Positioning

Each cell of the complete market-product grid shows the __________.

Correct Answer
verified

Behavioral segmentation encompasses

Correct Answer
verified

Correct Answer
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Which of the following statements best illustrates geographic segmentation?

Correct Answer
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All of the following are examples of increased customer value from organizational synergy EXCEPT:

Correct Answer
verified

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct Answer
verified

A market-product grid relates the market segments to the products offered or potential marketing actions.With respect to pillows,the most effective way to segment the pillow market would be based on __________.

Correct Answer
verified

A marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct Answer
verified

What are the segmentation bases for U.S.organizational (business)markets?

Correct Answer
verified
Organizational (business)marke...
View Answer

A market-product grid is a framework to relate the market segments of potential buyers to

Correct Answer
verified

often come at the expense of because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Correct Answer
verified

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

Correct Answer
verified

Two key types of synergies are __________.

Correct Answer
verified

In market segmentation,nonusers that may be converted into customers are referred to as

Correct Answer
verified

In the sneaker business,Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

Correct Answer
verified

The market segmentation strategy known as frequency marketing focuses on

Correct Answer
verified

Building open and honest relationships with communication is an example of Zappos' __________.

Correct Answer
verified

Cannibalization would most likely occur if

Correct Answer
verified

Product differentiation refers to

Correct Answer
verified

Which of the following is an example of a "Tiffany/Walmart" strategy?

Correct Answer
verified

Exam 8: Market Segmentation, Targeting, and Positioning

Each cell of the complete market-product grid shows the __________.

Correct AnswerverifiedShow Answer

Behavioral segmentation encompasses

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements best illustrates geographic segmentation?

Correct AnswerverifiedShow Answer

All of the following are examples of increased customer value from organizational synergy EXCEPT:

Correct AnswerverifiedShow Answer

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Correct AnswerverifiedShow Answer

A market-product grid relates the market segments to the products offered or potential marketing actions.With respect to pillows,the most effective way to segment the pillow market would be based on __________.

Correct AnswerverifiedShow Answer

A marketing strategy that involves a firm using different marketing mix activities to help consumers perceive the product as being different and better than competing products is referred to as __________.

Correct AnswerverifiedShow Answer

What are the segmentation bases for U.S.organizational (business)markets?

Correct AnswerverifiedOrganizational (business)marke...View AnswerShow Answer

A market-product grid is a framework to relate the market segments of potential buyers to

Correct AnswerverifiedShow Answer

__________ often come at the expense of __________ because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Correct AnswerverifiedShow Answer

"For upscale American families who desire a carefree driving experience,Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

Correct AnswerverifiedShow Answer

Two key types of synergies are __________.

Correct AnswerverifiedShow Answer

In market segmentation,nonusers that may be converted into customers are referred to as

Correct AnswerverifiedShow Answer

In the sneaker business,Heelys practiced __________ positioning when it introduced a line of Heelys sneakers that came with an imbedded,detachable wheel in the shoe's heel marketed to young teens.

Correct AnswerverifiedShow Answer

The market segmentation strategy known as frequency marketing focuses on

Correct AnswerverifiedShow Answer

Building open and honest relationships with communication is an example of Zappos' __________.

Correct AnswerverifiedShow Answer

Cannibalization would most likely occur if

Correct AnswerverifiedShow Answer

Product differentiation refers to

Correct AnswerverifiedShow Answer

Which of the following is an example of a "Tiffany/Walmart" strategy?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Organizational (business)marke...
View Answer

Correct Answer
verified

often come at the expense of because a single customer segment will likely require a variety of products,each of which will have to designed and manufactured.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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