BUAD471 Chapter 2 Bambach
According to the marketing and promotions process model, in which of the following stages does the company decide the product or service areas and particular markets where it wants to compete? A. Development of a marketing strategy and analysis B. Development of the target marketing process C. Allocation of advertising budget D. Development of the marketing planning program E. Creation of a positioning strategy
a
Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies: A. geographic segmentation. B. lifestyle segmentation. C. socioeconomic segmentation. D. demographic segmentation. E. usage segmentation.
a
Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. demographic segmentation. B. psychographic segmentation. C. socioeconomic segmentation. D. geographic segmentation. E. undifferentiated segmentation.
a
FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a: A. market opportunity. B. marketing buzz. C. marketing engagement. D. marketing channel. E. market threat.
a
Momentum, a brand of sports cars, launched an advertising campaign with a tagline that states "Our cars outperform most cars on the road even before you step on the accelerator." In this scenario, the company is using _____ segmentation. A. benefit B. demographic C. geographic D. psychographic E. socioeconomic
a
Momentum, a car manufacturer, positions one of its convertible as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on: A. product attributes and benefits. B. cultural symbols. C. product user. D. price/quality. E. product class.
a
Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by: A. product user. B. product demographics. C. cultural symbols. D. product class. E. distribution intensity.
a
The 80-20 rule states that: A. around 80 percent of the firm's sales comes from 20 percent of the customers. B. only 80 percent of a market can be segmented. C. market segmentation works well only 80 percent of the time, unlike market assimilation that works 20 percent of the time. D. only about 80 percent of the people remember the firm's positioning of a product while the remaining 20 percent create their own positioning for a particular product. E. about 80 percent of corporations do not understand the actual meaning of the term "market segmentation."
a
Which of the following is a primary variable considered in benefit segmentation? A. Attributes sought B. Income C. Lifestyle D. Birth era E. Marital status
a
Which of the following is a primary variable defined in psychographic segmentation? A. Lifecycles B. Income C. Education D. Life stage E. Gender
a
_____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Geographic C. Socioeconomic D. Demographic E. Lifestyle
a
A company that divides its target markets based on their perceived level of loyalty is using: A. benefit segmentation. B. geographic segmentation. C. socioeconomic segmentation. D. behavioristic segmentation. E. outlet segmentation.
d
Appeal Automobiles introduced a new car into the market. The company stressed that the new car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrates a strategy of positioning by: A. cultural or national symbols. B. demographics. C. price-value. D. product attributes and benefits. E. competitor.
d
Henry's Supermarkets have been very effective in positioning itself as stores that offer superior products at a discounted rate. With respect to the positioning strategies, its strategy reflects positioning based on: A. benefit. B. applications. C. use. D. price/quality. E. product class.
d
Star Furniture designs and sells bedroom furniture for people who are over six-feet tall, which is a relatively small target market. Which of the following strategies is the company employing in this scenario? A. Differentiated marketing B. Bait-and-switch marketing C. Undifferentiated marketing D. Concentrated marketing E. Mass marketing
d
The Quarter Burger is a hamburger sold by the international fast food chain Sammy's Burgers. It was given the name as it contains a patty that weighs a quarter of a pound. The burger is sold for $1 on weekdays. With reference to the various positioning strategies, Sammy's quarter pound burger is positioned by: A. competition. B. demographics. C. product user. D. price/quality. E. product class.
d
The first step in the target marketing process is to: A. develop positioning strategies. B. request government approval. C. determine whether to use a market segmentation strategy or a mass marketing strategy. D. identify markets with unfulfilled needs. E. develop new products.
d
Which of the following is true of product positioning? A. It does not focus on a product's competitors. B. It is not possible to position a service. C. It focuses purely on customers. D. It involves creating a competitive advantage. E. It is usually synonymous with market integration.
d
With respect to psychographic segmentation of markets, AIO stands for: A. activities, innovation, and opinions. B. activities, interests, and opportunities. C. activities, innovations, and opportunities. D. activities, interests, and opinions. E. actions, interests, and opinions.
d
A situational analysis: A. does not include an assessment of a company's product lines. B. usually starts with a positioning strategy. C. does not include an assessment of the conditions facing the company. D. typically involves creating branding strategies. E. includes an assessment of its individual brands.
e
According to the market coverage alternatives, _____ involves ignoring segment differences and offering just one product or service for the entire market. A. bait-and-Switch marketing B. concentrated marketing C. micro-marketing D. neuromarketing E. undifferentiated marketing
e
The consumer approach positions a product by comparing it and the benefit it offers against those offered by competitors.
false
The more marketers segment the market, the less precise is their understanding of it.
false
Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
false
in the geographic segmentation approach, markets are divided into units based on consumers occupations and lifestyles
false
while positioning by product class, marketers only position against brands, and not against other product categories.
false
A market can rarely be viewed as one large, homogeneous group of customers; rather, it consists of many heterogeneous groups, or segments.
true
A marketer with an integrated marketing communications (IMC) perspective is likely to link high relative ad expenditures with premium prices, and low relative ad expenditures with low prices.
true
Dominating channels of distribution is one way of creating a competitive advantage.
true
Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy based on: A. price/quality. B. use or application. C. product class. D. demographics. E. cultural symbols.
b
During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a _____. A. market opportunity B. market aggregation C. market assimilation D. marketing buzz E. market threat
a
Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution are ways of: A. achieving competitive advantage. B. practicing cross-merchandising strategy. C. creating market space. D. practicing bait-and-switch marketing. E. establishing a marketing-stub.
a
Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life on the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation. A. psychographic B. benefit C. socioeconomic D. undifferentiated E. demographic
a
Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices and get the freshness of real fruit." In this scenario, Pluto Inc. is positioning its juices based on: A. product class. B. product use. C. product price. D. product competition. E. product applications.
a
To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches. With respect to the positioning strategies, these mass transportation providers are making use of positioning by: A. product class. B. product user. C. price/quality. D. applications. E. cultural symbols.
a
Venus Corporation engaged in a multi-million dollar campaign to alter its image among many of its customers. The company's customers had a perception that the company was simply a hardware manufacturer. Venus wants customers to see it as a services and technology provider. In this scenario, Venus is: A. using a repositioning strategy. B. segmenting the market into niche sectors. C. adopting a concentrated strategy. D. adopting an undifferentiated strategy. E. employing product class segmentation.
a
Which of the following is best defined as areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively? A. Market opportunities B. Market segmentations C. Marketing channels D. Marketing-stubs E. Market economics
a
Which of the following types of segmentation is employed when consumers are grouped according to their usage and buying responses to a product or service? A. Behavioristic B. Demographic C. Benefit D. Socioeconomic E. Psychographic
a
With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments. A. differentiated marketing B. undifferentiated marketing C. concentrated marketing D. buzz marketing E. B to B marketing
a
WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of _____ segmentation. A. benefit B. demographic C. geographic D. behavioristic E. socioeconomic
a
According to the marketing and promotions process model, the marketing process begins with the: A. development of the brand equity. B. development of a marketing strategy. C. development of the promotional mix. D. determination of the promotional budget. E. establishment of a nano-campaign marketing strategy.
b
Chill, a beverage manufacturer, offers varied versions of its products that include diet, cherry flavored, vanilla flavored, and caffeine-free versions in addition to its original product. With respect to market coverage alternatives, the given scenario reflects the company's decision to cater to: A. a concentrated market. B. a differentiated market. C. a buzz market. D. an undifferentiated market. E. a mass market.
b
Concentrated marketing involves focusing marketing efforts on: A. different countries. B. one particular segment. C. mass markets. D. various segments. E. different counties.
b
Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types of customers. With respect to the market coverage alternatives, which of the following would best suit the company? A. Concentrated marketing B. Undifferentiated marketing C. Bait-and-switch marketing D. Niche marketing E. Psychographic marketing
b
Jim's Inc., a travel agency in Texas, offers trips that are designed specifically for couples. In this scenario, the company is using _____ segmentation. A. geographic B. demographic C. lifestyle D. behavioristic E. personality
b
MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink. MusC is using a _____ positioning strategy. A. product class B. product attributes and benefits C. price/quality D. competitor E. cultural or national symbol
b
Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight. With respect to the positioning strategies, this is an example of positioning by: A. quality. B. use or application. C. product class. D. competition. E. cultural symbols.
b
The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation. A. socioeconomic B. benefit C. geographic D. psychographic E. demographic
b
The market segmentation process: A. divides a market into distinct groups that have heterogeneous needs. B. divides a market into distinct groups that will respond similarly to marketing actions. C. offers one version of the product to all markets. D. creates products for several markets that have independent needs. E. positions products in the minds of prospects and customers.
b
The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill" Baker Grill is using a positioning strategy based on: A. product class. B. product attributes and benefits. C. price/quality. D. competitor. E. cultural symbol.
b
Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat's products on the back of the soup sachets. This is an example of positioning by: A. product class. B. product use. C. price/quality. D. competitor. E. cultural symbol.
b
Venus Finance aired a series of ads that targeted people born after 1980, also known as Generation Y. In this scenario, the company is using a _____ segmentation strategy. A. geographic B. demographic C. socioeconomic D. behavioristic E. personality
b
Which of the following is a geographic segmentation variable? A. Income B. Neighborhood C. Sex D. Education E. Involvement
b
Which of the following is a primary variable used in psychographic segmentation? A. Income B. Lifestyles C. Education D. Marital status E. Age
b
Which of the following is a variable of the demographic segmentation strategy? A. Personality B. Marital status C. Values D. Lifestyle E. Occupation
b
Which of the following is true of undifferentiated marketing? A. It involves selecting one segment and attempting to capture a large market share. B. It involves offering just one product or service to the entire market. C. It involves creating a niche for a special product line. D. It involves customizing products for various target segments. E. It involves developing and offering a product for a specific market segment.
b
_____ divides a market on the basis of lifecycles. A. Geographic segmentation B. Psychographic segmentation C. Benefit segmentation D. Demographic segmentation E. Socioeconomic segmentation
b
_____ relates to the image of a product and or brand relative to competing products or brands. A. Segmentation B. Positioning C. Neuromarketing D. Branding E. Merchandising
b
_____ segmentation is most closely related to the 80-20 rule, which states that 80 percent of a company's business comes from 20 percent of its customers. A. Geographic B. Behavioristic C. Demographic D. Psychographic E. Benefit
b
A brand's market position refers to its: A. relative market share. B. location on store shelves. C. image in the mind of the customers. D. distribution intensity. E. stage in the product life cycle.
c
Dividing the market on the basis of personality and/or lifestyles is referred to as _____. A. geographic segmentation B. demographic segmentation C. psychographic segmentation D. socio economic segmentation E. behavioral segmentation
c
Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 to 22 who are currently in high school or college and active in sports. Which of the following types of segmentation is Enliven using in this scenario? A. Benefit and demographic B. Psychographic and geographic C. Demographic and socioeconomic D. Geographic and psychographic E. Socioeconomic and psychographic
c
John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a painkiller called JB Revive. The painkiller is unique as it contains calcium, and it is quite unlike any other pain killer in the market. The addition of calcium led to an increase in sales of the medicine as well. In this scenario, the addition of calcium gives the company a: A. market engagement. B. cross-merchandising opportunity. C. competitive advantage. D. marketing assimilation. E. competitive index.
c
Merry Inc. is a non-profit organization that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Merry's target market consists of people who believe in helping others. It uses _____ segmentation. A. demographic B. geographic C. psychographic D. benefit E. socio economic
c
Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to reach the industry leader's position, so we try harder." In this scenario, the company is positioning itself based on: A. price/quality. B. use or application. C. competition. D. product class. E. distribution intensity.
c
Outlander Inc. is a manufacturer of laptop computers. It plans on manufacturing computers that are targeted to users interested in video games. The computers are optimized for high-definition gaming and hence are expensive. Which of the following types of marketing strategies has Outlander adopted? A. Bait-and-switch marketing B. Undifferentiated marketing C. Concentrated marketing D. Buzz marketing E. Differentiated marketing
c
Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company caters only to the "super-rich" and manufacturers only on order. In this scenario, Pluto is using a _____ marketing strategy. A. differentiated B. undifferentiated C. concentrated D. mass E. loyalty
c
The use of comparative advertising has become increasingly more common. Which of the following positioning strategies does this reflect? A. Positioning by product user B. Positioning by product class C. Positioning by competitor D. Positioning by price/quality E. Positioning by cultural symbol
c
There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system quicker than other brands will create a: A. market aggregation. B. marketing assimilation. C. competitive advantage. D. cross-merchandising strategy. E. market dis-intermediation.
c
When Bauer Smith opened a men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who often order a dozen pairs in a single visit. With respect to the positioning strategies, the shoe store uses positioning by: A. demographics. B. cultural symbols. C. product user. D. competition. E. product class.
c
When travelers think of Gallivant Airlines, an Australian airline, the first thing that comes to their mind is the kangaroo. In the given scenario, the strong association between the kangaroo and Gallivant Airlines indicates that the Airlines is receiving the benefit of positioning by: A. product class. B. use/application. C. cultural symbol. D. product attribute. E. competitor.
c
Which of the following is a geographic variable for segmentation of the market? A. Family size B. Occasions C. Counties D. Age E. Gender
c
Which of the following is true of concentrated marketing strategies? A. They are used to promote multiple products in varied markets. B. They are used as a precursor to undifferentiated marketing. C. They usually involve only a single segment. D. They attempt to catch a minority share in the market. E. They are synonymous with undifferentiated marketing strategies.
c
Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used? A. Demographics B. Cultural symbols C. Competitor D. Price E. Product class
c
_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. A. Matrix analysis B. Micro analysis C. Situation analysis D. Opportunity analysis E. Competitive analysis
c
_____ is defined as something unique or special a firm possesses or does that gives it an edge over other firms in a similar industry. A. Competitor indexing B. Switch marketing C. Competitive advantage D. Marketing-stub E. Bait marketing
c
_____ is used when the firm selects one segment and attempts to capture a large share of the market. A. Mass marketing B. Undifferentiated marketing C. Concentrated marketing D. Differentiated marketing E. Bait-and-switch marketing
c
Brown's Frozen BBQ Sandwiches are made with goat meat drenched in a sweet onion sauce. These sandwiches would not be popular in Texas, where people prefer beef, or in Miami where a mustard-based sauce is preferred. Which of the following segmentation approaches would be best for the company? A. Demographic B. Socioeconomic C. Personality D. Geographic E. Behavioristic
d
Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the colder regions of Asia and Europe. This is an example of: A. demographic segmentation. B. psychographic segmentation. C. sociocultural segmentation. D. geographic segmentation. E. undifferentiated marketing.
d
Dental Care, a dental hygiene products manufacturer, has come up with three types of toothpastes for different segments—whitening toothpaste for individuals who buy for aesthetic reasons, strawberry flavored toothpaste for those concerned with the taste, and germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market? A. Demographic B. Geographic C. Socioeconomic D. Benefit E. Sociocultural
d
Directing a company's efforts toward one or more groups of customers who share common needs is known as: A. cross-merchandising. B. competitor indexing. C. mass customization. D. market segmentation. E. cross-branding.
d
Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." The company positioned its services based on the speed with which it delivers the service. With respect to the positioning strategies, this positioning strategy of FPS is based on: A. cultural symbols. B. demographics. C. product class. D. product attributes. E. socioeconomics.
d
_____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Geographic C. Demographic D. Behavioristic E. Psychographic
d
Degree of usage as a basis of segmentation is best reflected by: A. the VALS principle. B. the iceberg principle. C. the mirror image rule. D. the rule of equity. E. the 80-20 rule.
e
Dividing the market into units such as nation, states, town, counties, or even neighborhoods is known as: A. demographic segmentation. B. psychographic segmentation. C. quantified aggregation. D. lifestyle aggregation. E. geographic segmentation.
e
Mars Inc., a car manufacturer, offers cheap coupes, medium-priced sedans, as well as expensive sports cars. The company identifies and develops various products for several segments. This scenario is an illustration of: A. concentrated marketing. B. loyalty marketing. C. buzz marketing. D. bait-and-switch marketing. E. differentiated marketing.
e
Which of the following is a primary variable of demographic segmentation? A. Lifestyle B. Personality C. Occupation D. Education E. Social class
e
_____ has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition." A. Branding B. Proximity mapping C. Drip marketing D. Segmentation E. Positioning
e
Brand equity refers to the tangible assets earned through a product's functional purpose.
false
Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market.
false
In a typical target marketing process, the stage of segmenting the market is immediately followed by positioning one's product or service through effective marketing strategies.
false
Market opportunities are areas where the company believes that customer needs and opportunities are being satisfied.
false
Marketers often go after the entire market with one product, brand, or service offering to create the maximum impact.
false
In the psychographic approach to segmentation, determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers.
true
Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.
true
Segmenting the market based on consumers' product or brand usage and the degree of use is an example of behavioristic segmentation.
true
Strong symbolic features and social and psychological meaning may be more important than functional utility for many products.
true
Target market identification isolates consumers with similar lifestyles, needs, and the like, and increases the knowledge of their specific requirements.
true
repositioning of a product usually occurs because of declining or stagnant sales
true
when a market is segmented based on how aware and informed the consumers are, the variable used to choose a marketing approach is product knowledge.
true
