BUS 346 midterm review questions (ch9)

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue aNo __________ strategy. Select one: a. differentiated targeting b. concentrated targeting c. benefit targeting d. undifferentiated targeting e. micromarketing

a. differentiated targeting

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65. Golden Years is using __________ segmentation. Select one: a. geodemographic b. self-actualization c. benefit d. psychographic e. loyalty

a. geodemographic

Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the U.S., what segmentation method would probably be most useful in choosing new locations? Select one: a. geodemographic segmentation. b. loyalty segmentation. c. benefit segmentation. d. demographic segmentation. e. psychographic segmentation.

a. geodemographic segmentation.

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation. Select one: a. geodemographic b. demographic c. geographic d. benefit e. psychographic

b. demographic

Within a perceptual map, aNo __________ represents where a particular market segment's desired product would lie. Select one: a. PRIZM cluster b. ideal point c. benefit centroid d. strategic target e. point of parity

b. ideal point

Segmentation, targeting, and positioning Select one: a. are terms that can be used interchangeably in developing marketing plans. b. are part of the marketing plan but bear little direct relationship to the marketing mix. c. are optional elements of a marketing plan. d. should be done simultaneously so synergies can help streamline the effort. e. are part of a firm's marketing strategy.

e. are part of a firm's marketing strategy.

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation. Select one: a. geodemographic b. demographic c. psychographic d. loyalty e. benefit

e. benefit

The first step in the STP process is to Select one: a. produce a list of strengths and weaknesses of the firm's past marketing strategies. b. identify the segmentation methods to be used. c. select target markets. d. develop a marketing mix, so that an appropriate segment can later be identified. e. clearly articulate the firm's vision or marketing strategy objectives.

e. clearly articulate the firm's vision or marketing strategy objectives.

Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can't afford to purchase a PRIZM or Tapestry analysis, so she will most likely use __________ as a basis for targeting her market. Select one: a. public school enrollment data b. voter registration lists c. new construction data d. the city phone book e. real estate values by subdivision

e. real estate values by subdivision

Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing the __________ of each potential market segment. Select one: a. responsiveness b. profitability c. identification d. substance e. reach

b. profitability

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy Select one: a. is the cheapest option. b. is ineffective without multiple brand names. c. is likely more costly than an undifferentiated strategy. d. rarely works. e. requires the use of advanced advertising techniques.

c. is likely more costly than an undifferentiated strategy.

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using Select one: a. the competition. b. salient attributes. c. symbols. d. perceptual maps. e. the value proposition.

c. symbols.

After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider Select one: a. profitability and customer buying behavior. b. the current size of the market and the expected growth rate. c. the number of competitors, entry barriers, and product substitutes. d. mass marketing distribution potential and logistical support. e. ease of pricing control and number of promotional outlets.

c. the number of competitors, entry barriers, and product substitutes.

Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based primarily on Select one: a. product attributes. b. profitability. c. the value proposition. d. symbols. e. competitive comparisons.

c. the value proposition.

When Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in Select one: a. concentrated segmentation. b. psychographic segmentation. c. geodemographic segmentation. d. misguided geographic segmentation. e. benefit segmentation.

d. misguided geographic segmentation.

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being Select one: a. perceptive. b. substantial. c. identifiable. d. reachable. e. quantifiable.

d. reachable.

Which of the following defines a value proposition? Select one: a. the one feature that will prompt a customer to buy the product b. a special discount offer dropping the price c. a display of the position of products or brands in the consumer's mind d. the unique value that a product or service provides to customers e. an advertisement that talks about value

d. the unique value that a product or service provides to customers