Question 1

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

Accepted Answer

A)   product placement.
B)   perceptual mapping.
C)   product positioning.
D)   product repositioning.
E)   product differentiation.F) None of the above
G) A) and E)

Question 2

Magazines such as Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

Accepted Answer

A)   psychographic
B)   behavioral
C)   situational
D)   socioeconomic
E)   geographicF) None of the above
G) A) and B)

Question 3

Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as

Accepted Answer

A)   family branding.
B)   mass customization.
C)   product differentiation.
D)   economies of scale marketing.
E)   build-to-order.F) A) and C)
G) C) and D)

Question 4

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform.Imagine that the agency decided the singer would not perform at venues located in communities that have fewer than 100,000 residents.Thus,the agency is using __________ segmentation.

Accepted Answer

A)   entertainment
B)   psychographic
C)   geographic
D)   usage rate
E)   behavioralF) A) and B)
G) A) and D)

Question 5

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

Accepted Answer

A)   alternate
B)   head-to-head
C)   lateral
D)   differentiation
E)   revisedF) A) and D)
G) B) and C)

Question 6

A market-product grid is a framework to relate

Accepted Answer

A)   total estimated expenses for each product sold to each market segment.
B)   total anticipated revenue for each product-market segment combination.
C)   total anticipated profit for each product sold to each market segment.
D)   the market segments of current buyers to relative market share compared to the largest competitor.
E)   the market segments of potential buyers to meaningful product groupings.F) B) and C)
G) A) and E)

Question 7

In the early 1980s,Apple was often called "Camp Runamok" because

Accepted Answer

A)   every employee was encouraged to do his or her own thing.
B)   it was concentrating on laptops while everyone else was concentrating on personal computers.
C)   all the employees were so young, so they often played more than they worked.
D)   there were no coherent product lines targeted at identifiable market segments.
E)   its personal computers were running amok with viruses, spyware, and other problems.F) A) and D)
G) C) and D)

Question 8

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

Accepted Answer

A)   competitive repositioning.
B)   position downsizing.
C)   differentiation positioning.
D)   head-to-head positioning.
E)   product distinction positioning.F) A) and B)
G) C) and E)

Question 9

Figure 8-2 
-The table in Figure 8-2 is known as a

Accepted Answer

A)   needs table.
B)   cross-tabulation.
C)   market-product grid.
D)   growth-share matrix.
E)   product differentiation table.F) D) and E)
G) C) and D)

Question 10

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

Accepted Answer

A)   geographic segmentation.
B)   behavioral segmentation.
C)   psychographic segmentation.
D)   demographic segmentation.
E)   buying condition segmentation.F) All of the above
G) B) and D)

Question 11

Head-to-head positioning requires a product to

Accepted Answer

A)   compete with products from competitors of the same size and country of origin.
B)   compete with competitors on similar product attributes but in a different market.
C)   compete with competitors on similar product attributes in the same market.
D)   compete against very similar products from its own company.
E)   compete against a single competitor with an identical offering.F) A) and D)
G) None of the above

Question 12

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Accepted Answer

A)   product repositioning.
B)   relative positioning.
C)   competitive positioning.
D)   product positioning.
E)   selective perception.F) D) and E)
G) C) and E)

Question 13

Figure 8-8 
-Assume that the perceptual map in Figure 8-8 is an accurate representation for adult consumers.A heavy consumer of mineral water is likely to think that mineral water is

Accepted Answer

A)   more nutritious than tea.
B)   more nutritious and a more adult-oriented beverage than milk shakes.
C)   a more adult-oriented beverage than nutritionally designed diet drinks.
D)   less nutritious and a more adult-oriented beverage than fruit-flavored drinks.
E)   a more adult-oriented beverage than sports drinks.F) B) and D)
G) A) and E)

Question 14

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 from specific groups of buyers
D)   total anticipated profit from specific groups of buyers
E)   market share of the closest competitorF) C) and D)
G) B) and C)

Question 15

What are the three types of data needed from consumers to develop a perceptual map?

Accepted Answer

In determining a brand's position and th...

Question 16

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Accepted Answer

A)   maintain market share.
B)   increase sales and profits.
C)   assume social responsibility.
D)   use the firm's resources most efficiently.
E)   provide the best quality products on the market.F) A) and B)
G) B) and E)

Question 17

The Walt Disney Co.carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of

Accepted Answer

A)   mass customization.
B)   a Tiffany/Walmart strategy.
C)   one product and multiple market segments.
D)   price discrimination.
E)   psychographic market segmentation.F) A) and E)
G) C) and D)

Question 18

Evergreen Air Center in Marana,Arizona,is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm,dry air where the operation is located serves as a cheap and effective airplane preservative.Which segmentation variable might Evergreen use to segment the market?

Accepted Answer

A)   NAICS sector, such as manufacturers, or retailers, or lawyers
B)   number of locations
C)   who buys, such as individual buyer or buying groups
D)   metropolitan statistical area
E)   number of employeesF) A) and B)
G) All of the above

Question 19

When Ann Taylor,a well-known retailer of sophisticated women's clothing,started losing sales to its own Loft outlets that feature moderately priced casual clothes,Ann Taylor was dealing with the marketing phenomenon known as

Accepted Answer

A)   amortization.
B)   guerrilla marketing.
C)   shrinkage.
D)   marketing Darwinism.
E)   cannibalization.F) None of the above
G) A) and E)

Question 20

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Accepted Answer

A)   Within a segment, the needs of potential buyers should be different; among segments, the needs of buyers should be similar.
B)   Within a segment, the needs of potential buyers should be similar; among segments, the needs of buyers should be different.
C)   The needs of buyers should be different, both between segments and within segments.
D)   The needs of buyers should be the same, both between segments and within segments.
E)   If there are any differences at all, you should forgo any segmentation.F) B) and E)
G) None of the above

Exam 8: Market Segmentation, targeting, and Positioning

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

Correct Answer
verified

When Ann Taylor,a well-known retailer of sophisticated women's clothing,started losing sales to its own Loft outlets that feature moderately priced casual clothes,Ann Taylor was dealing with the marketing phenomenon known as

Correct Answer
verified

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Correct Answer
verified

Figure 8-2 -The table in Figure 8-2 is known as a

Correct Answer
verified

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

Correct Answer
verified

What are the three types of data needed from consumers to develop a perceptual map?

Correct Answer
verified
In determining a brand's position and th...
View Answer

Magazines such as Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

Correct Answer
verified

Head-to-head positioning requires a product to

Correct Answer
verified

Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as

Correct Answer
verified

A market-product grid is a framework to relate

Correct Answer
verified

Correct Answer
verified

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

Correct Answer
verified

In the early 1980s,Apple was often called "Camp Runamok" because

Correct Answer
verified

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

Correct Answer
verified

Figure 8-8 -Assume that the perceptual map in Figure 8-8 is an accurate representation for adult consumers.A heavy consumer of mineral water is likely to think that mineral water is

Correct Answer
verified

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

Correct Answer
verified

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Correct Answer
verified

Correct Answer
verified

The Walt Disney Co.carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of

Correct Answer
verified

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct Answer
verified

Exam 8: Market Segmentation, targeting, and Positioning

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

Correct AnswerverifiedShow Answer

When Ann Taylor,a well-known retailer of sophisticated women's clothing,started losing sales to its own Loft outlets that feature moderately priced casual clothes,Ann Taylor was dealing with the marketing phenomenon known as

Correct AnswerverifiedShow Answer

Criteria for forming segments involve both similarities and differences.Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

Figure 8-2 -The table in Figure 8-2 is known as a

Correct AnswerverifiedShow Answer

Airlines have developed frequent-flyer programs to encourage passengers to use the same airline repeatedly.This marketing strategy is based on

Correct AnswerverifiedShow Answer

What are the three types of data needed from consumers to develop a perceptual map?

Correct AnswerverifiedIn determining a brand's position and th...View AnswerShow Answer

Magazines such as Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

Correct AnswerverifiedShow Answer

Head-to-head positioning requires a product to

Correct AnswerverifiedShow Answer

Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as

Correct AnswerverifiedShow Answer

A market-product grid is a framework to relate

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

Correct AnswerverifiedShow Answer

In the early 1980s,Apple was often called "Camp Runamok" because

Correct AnswerverifiedShow Answer

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

Correct AnswerverifiedShow Answer

Figure 8-8 -Assume that the perceptual map in Figure 8-8 is an accurate representation for adult consumers.A heavy consumer of mineral water is likely to think that mineral water is

Correct AnswerverifiedShow Answer

While many energy drinks target teen and young adult males with extreme sports themes,5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday.The strategy for 5-hour Energy would be described as ________ positioning.

Correct AnswerverifiedShow Answer

The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Walt Disney Co.carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of

Correct AnswerverifiedShow Answer

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In determining a brand's position and th...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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
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Correct Answer
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