Law

43.Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.

a.single-segment concentration

b.selective specialization

c.product specialization

d.market specialization

e.full market coverage

44.All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment’s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.

a.single-segment concentration

b.selective specialization

c.product specialization

d.market specialization

e.full market coverage

45.When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________.

a.market mavens

b.strategic segments

c.supersegments

d.occasion segments

e.psychodemographic segments

46.The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.

a.no synergy exists

b.logistics can become a nightmare

c.the product may be supplanted by an entirely new technology

d.competitors can easily copy any new product introductions

e.e-commerce becomes difficult for the company

47.With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

a.single-segment concentration

b.selective specialization

c.product specialization

d.market specialization

e.full market coverage

48.In ________ marketing, the firm operates in several market segments and designs different products for each segment.

a.segmented

b.undifferentiated

c.differentiated

d.geodemographic

e.niche

49.Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.

a.countersegmentation

b.metamarketing

c.undifferentiated marketing

d.product specialization

e.single-segment concentration

50.________ is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a given market.

a.Metamarketing

b.Macromarketing

c.Micromarketing

d.Megamarketing

e.Modular marketing

51.When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing what is called ________.

a.primary marketing

b.micromarketing

c.macromarketing

d.segmented marketing

e.mass marketing

52.The marketer ________ the segments; the marketer’s task is to identify the segments and decide which one(s) to target.

a.plans

b.creates

c.does not create

d.rarely controls

e.controls

53.The recipe for Internet niching success is to ________.

a.find a need and fill it

b.choose a hard-to-find product that customers do not need to see and touch

c.choose a low-budget product that is heavily demanded by Gen Y

d.choose an exclusive product sold primarily to seniors

e.find a product that has some attraction to a health-conscious market

54.Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.

a.demographic

b.behavioral

c.psychographic

d.geographic

e.user status

55.Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

a.life stage

b.gender

c.age

d.income

e.social class

56.Newlyweds in the Asia buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.

a.life stage

b.gender

c.behavior

d.user status

e.income

57.Which of the following statements accurately describes what demographers are calling the “boom-boom effect”?

a.Consumers are demanding more “bang for their buck.”

b.Baby boomers still rule the marketplace.

c.Generation X and its taste for violence will dominate the market in the future.

d.Products that appeal to 20-somethings also appeal to baby boomers.

e.Companies must have success quickly or go bust.

58.If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

a.pre-school

b.Generation X

c.Generation Y

d.Generation Z

e.latent baby boomers

59.Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.

a.innovators

b.thinkers

c.achievers

d.experiencers

e.strivers

60.A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient who like to work with their hands, the ________ category.

a.believers

b.strivers

c.survivors

d.experiencers

e.makers

61.The key to attracting potential users, or even possibly nonusers, is ________.

a.understanding the reasons they are not using

b.offering financial incentives for first-time use

c.increasing the usage rate of existing users

d.developing a new product that better meets their needs

e.increasing advertising expenditures

62.________ are often a small percentage of the market but account for a high percentage of total consumption.

a.Light users

b.Medium users

c.Heavy users

d.Nonusers

e.None of the above

63.By analyzing the behaviors of ________, companies can learn about their marketing weaknesses and attempt to correct them.

a.hard-core loyals

b.split loyals

c.shifting loyals

d.switchers

e.ambivalents

64.Users of a brand can be segmented into several groups based on the strength of commitment to the brand. If a brand manager is seeking to identify those users who are actively considering alternative brands, he or she should look for users that are labeled as ________.

a.convertible

b.shallow

c.average

d.entrenched

e.latent

65.You have decided to take a purchasing approach to segmenting a proposed business market. All of the following would be potential means (subsegments) for segmenting under the “purchasing approach” EXCEPT ________.

a.purchasing-function organization

b.power structure

c.specific application

d.nature of existing relationships

e.purchasing criteria

66.If your assignment was (for each segment) to create a value proposition and product-price positioning strategy based on the segment’s unique customer needs and characteristics, you would be in which of the following steps of the segmentation process?

a.Needs-based segmentation

b.Segment identification

c.Segment attractiveness

d.Segment positioning

e.Segment “acid-test”

67.As a brand manager you have decided to use the ________ full market coverage approach in marketing to your customers, whereby your firm will operate in several market segments and design different products for each segment.

a.undifferentiated

b.differentiated

c.concentrated

d.introverted

e.parallel

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