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1. Sanders Beverages, Inc., is targeting non-juice drinkers with a new line of healthy fruit juices. Identify the segmenting dimension most likely being used by Sanders Beverages.
A. Geographic
B. Behavioral
C. Geodemographic
D. Demographic
E. Urgency to get need satisfied
B. Behavioral
When deciding how far to carry the segmenting process,
a. profit should be the balancing point - determining how unique a marketing mix the firm can offer to some target market.
b. it is easier to develop effective marketing mixes for larger, more heterogeneous segments.
c. cost consideration encourages less aggregating.
d. the threat of potential competitors suggests more aggregating.
e. all of the above are true.
A. profit should be the balancing point - determining how unique a marketing mix the firm can offer to some target market.
The main difference between naming broad product-markets and market segmentation is:
a. naming is a computerized process, while segmentation requires more thought.
b. naming is concerned with customers, while segmentation is concerned with product features.
c. naming involves breaking down markets, while segmentation involves aggregating customers with similar needs.
d. naming involves looking for similarities while segmentation involves looking for differences.
e. none of the above is true.
c. naming involves breaking down markets, while segmentation involves aggregating customers with similar needs.
Segmentation, in contrast to combining:
a. tends to focus more on customer similarities than on differences.
b. tries to identify homogeneous submarkets and develop different marketing mixes for each submarket.
c. usually means settling for a similar sales potential.
relies more on promotion appeals and minor product differences to create general customer appeal among several submarkets.
e. All of the above are true statements except C.
B. tries to identify homogeneous submarkets and develop different marketing mixes for each submarket.
5. Marketers at General Mills found that lots of people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real ____ dimension in picking a snack is whether it can be eaten "one-handed"
a. potential
b. qualifying
c. determining
d. geodemographic
e. time
c. determining
6. Ideally, product-markets should be described in terms of:
a. behavioral needs, attitudes, and how present and potential goods or services fit into customers' consumption patterns.
b. urgency to get needs satisfied and desire and willingness to compare and shop.
geographic location and other demographic characteristic of potential customers.
d. all of the above.
e. only a and b above.
d. all of the above.
7. James is a prospective car buyer. in his context, which of the following statements would reflect a determining dimension?
a. he must have enough money, or credit, to buy a car and insure it.
b. he needs to have a valid driver's license.
c. he has kids who have to be carpooled.
d. he needs a safe car.
e. his office is 2.5 miles from home.
d. he needs a safe car.
8. Travel magic company wants to enter the hotel business. Its marketing managers are brainstorming ideas about why customers go to different hotels and then writing down customers requirements. At this point, travel magic is engaging in which step of the seven-step approach for segmenting product-markets?
a. Selecting the broad product-market
b. identifying potential customers' needs
c. forming homogeneous submarkets
d. identifying the determining dimensions
e. estimating size of each product-market segment
8. b identifying potential customers' needsf
9. A combined target market approach
a. sacrifices possible economies of scale.
b. requires more investment than a multiple target market approach.
c. may not satisfy customers as well as the multiple target market approach.
d. trades off sales volume to provide a small market superior value.
e. aims at two or more segments with multiple marketing mixes.
c. may not satisfy customers as well as the multiple target market approach.
10. Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ___ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.
a. particular target market
b. multiple target market
c. combined target market
d. product-market target market
e. specialty targeting
c. combined target market
11. When doing "positioning, " a marketing manager should:
a avoid targeting strategies.
b. focus on specific product features of all generic competitors.
c. rely on how customers think about proposed and/or existing brands in a market.
d. plan physical product changes rather than image changes.
e. all of the above.
c. rely on how customers think about proposed and/or existing brands in a market.
12. Which of the following statements about "segmenting" and "combining" is TRUE?
a. combiners usually have more sales potential than segmenters.
b. a combiner tries to meet the demand in several segments.
c. segmenters try to develop a marketing mix that will have general appeal for several market segments - to obtain economies of scale.
d. a segmenter assumes that a broad product-market consists of a fairly homogeneous group of customers.
e. both segmenters and combiners try to satisfy some people very well rather than a lot of people fairly well.
b. A combiner tries to meet the demand in several segments.
13. Which of the following is LEAST likely to compete in the same generic market with the others?
a. garlic powder. 
b. pepper
c. tabasco sauce.
d. salt.
e. potato chips.
e. potato chips.
14. A generic market
a. may include sellers who compete in different product-markets.
b. would probably be broader than the firm's target market.
c. might be composed of several different product-markets.
d. all of the above are true.
e. none of the above is true.
d. all of the above are true
15. Which of the following criteria should a marketing manager use when segmenting a broad product-market?
a. the segments should be operational - i.e. only quantitative dimensions are useful.
b. the people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
c. the people within a marketing segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
d. the marketing segments should be substaantial - i.e., big enough to minimize the firm's costs.
e. all of the above
b. the people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
16. Which of the following is NOT likely to be a part of the segmenting step in marketing segmentation?
a. looking for similarities rather than basic differences in needs.
b. naming a broad product-market of interest ot the firm.
c. clustering people with similar needs into a "market segment"
d. determining an appropriate number of segments.
e. aggregating individual customers into market segments.
b. Naming a broad product-market of interest to the firm.
17. The segmenting step of the segmentation process
a. brainstorms possible marketing mixes.
b. fits potential customers neatly into marketing segments.
c. disaggregates all possible needs.
d. involves selecting a target marketing approach.
e. looks for similarities in needs.
e. looks for similarities in needs.
18. A marketing manager has just learned about generic markets. This may lead the manager 
a. to see a larger set of potential competitors.
b. to put less emphasis on market penetration or market development opportunities and more emphasis on product development opportunities.
c. to think about new ways of satisfying the needs of her current customers.
d. all of the above.
e. none of the above.
D. All of the above.
19. Which of the following statements about positioning is NOT TRUE?
a. it often makes use of techniques such as perceptual mapping.
b. it refers to how customers think about proposed or present brands in a market.
c. Positioning issues are especially important when competitors in a market are very dissimilar.
d. it helps marketing managers know how customers view the firm's offering.
e. managers make graphs for positioning decisions by asking consumers to make judgements about different brands.
c. positioning issues are especially important when competitors in a market are very dissimilar.
20. Positioning analysis
a. helps managers understand the actual characteristics of their products.
b. is not a product-oriented approach.
c. is a visual aid to understanding a product-market.
d. shows that managers and customers usulaly view present brands similarly.
e. always leads a firm to segmenting and not combining.
c. is a visual aid to understanding a product-market.
21. In a generic market.
a. diverse types of products may compete for customers.
b. customers have broadly similar needs.
c. there may be many ways to satisfy customers' needs.
d. all of the above are true.
e. none of the above is true.
d. all of the above are true.
22. A product-market is one in which
a. demand is inelastic.
b. products that are close substitutes for each other compete for customers by trying to satisfy very similar needs.
c. breakthrough opprotunities are no longer possible.
d. one seller has a patent for a superior product and other competitors try to imitate the leader.
e. all of the above are true.
b. products that are close substitutes for each other compete for customers by trying to satisfy verys imilar needs.  
23. marketing managers want market segments to have each of the following characteristics EXCEPT:
a. as similar as possible within segments.
as different as possible between segments.
as numerous as possible
d. useful for identifying marketing mix variables.
e. large enough to be profitable.
c. as numerous as possible.
24. A ___ market is a market with broadly similar needs and sellers offering various - and often diverse - ways of satisfying those needsd.
a. homogeneous
b. product
c. relevant
d. generic
e. target
d. generic
25. When evaluating international markets, the manager should: 
a. focus primarily on consumer markets because foreign business markets are in general too risky.
b. not worry very much about segmenting because marketing concepts are not very well developed in most other economies.
c. consider the whole "foreign market: as a segment.
d. use broad criteria, such as geographic region or stage of economic development, to define submarkets before furhter segmenting. 
e. treat each foreign market as a separate segment.
d. use broad criteria, such as geographic region or stage of economic development to define submarkets before further segmenting.
26. Brainstorming is an important part of the ___ step in the seven-step approach for segmenting product-market?
a. identifying the determining dimensions
b. identifying potential customers' needs
c. forming homogeneous submarkets
d. select the broad product-market
e. estimate size of each product-market segment
b. identifying potential customers needs
27. A generic market
a. related to a consumer's functional need is smaller than a related product-market.
b. might involve competition among skis, roller blades, bicycles, and ice skates.
c. might logically include rubber cement, a lamp, and a CD player.
d. is usually narrower than the firm's target market.
e. all of the above are correct.
b. might involve competition amongs kis, roller blades, bicycles, and ice skates.
28. Segmenting dimensions
a. are useful for segmenting consumer markets, but not business markets.
b. help guide marketing mix planning.
c. are always demographic or geographic.
d. fall into two general categories: qualifying and purchasing.
e. may be called qualifying or non-qualifying.
b. help guide marketing mix planning.
29. A ___ market is a market wiht broadly similar needs and sellers offering various - and often diverse - ways of satisfying those needs.
a. planned
b. target
c. central
d. generic
e. relevant
d. generic
30. A generic market is one in which
a. products from different industries compete for customers by trying to satisfy the same basic need.
b. no firm can establish a competitive advantage.
c. a number of firms are all offering new or improved products in an effort to increasee sales.
d. one seller has a patent for a superior product and other competitors imitate the leader with inferior products.
e. none of the above is true.
a. products from different industries compete for customers by trying to satisfy the same basic need.
31. Positioning might cause a marketing manager to:
a. introduce a new product for a segment with unsatisfied needs.
b. change a product's promotion to make its image fit more closely with the needs and attitudes of the target market.
c. shift attention to another market segment where competition is weaker.
d. physically change his or her product to compete more effectively with a competitior aiming at the same target market.
e. any of the above
e. any of the above
32. The customer type component of the product-market should include:
a. the buyer of the product
b. the type of good and service
c. the user of the product
d. the geographic area where customers live
e. all of the above should be in the customer type
c. the user of the product
33. Which of the foolowing is LEAST LIKELY  to compete in the same generic market with the others?
a. long-stem roses
b. a tomato
c. champagne
d. a greating card
e. a telegram
b. a tomato
34. A firm's relevant market for finding opportunities should:
a. have no geographic boundaries.
be bigger than the firm's present product-market-but not so big that the firm couldn't be an important competitor.
c. be no larger than the firm's present product-market.
d. usually be named in product-related terms.
e. have no strong competitors.
b. be bigger than the firm's present product market- but not so big that the firm couldn't be an important competitor.
36. If geographic location and other demographic characteristics are used as target market dimensions, which potential strategy decision area is most likely to be effected?
a. promotion - what potential customers need.
b. choice and size of target markets.
c. Price - what customers might be willing to pay.
d. product line assortment.
e. product - which features to include.  
b. choice and size of target markets.
37. Positioning:
a. applies to new products - but not existing products.
b. helps strategy planners see how customers view competitors' offerings.
c. is concerned with obtaining the best shelf space in retail outlets.
d. is useful for combining but not for segmenting.
e. eliminates the need for judgement in strategy planning.
b. helps strategy planners see how customers view competitors' offerings.
38. Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?
A. taste
b. income
c. age
d. sex
e. none of the above
a. taste
39. Planning marketing strategies for international markets:
a. is usually most effective when the marketing manager uses the same marketing strategy for all markets.
c. is easy because each country should be treated as one target market
d. all of the above are true.
e. none of the above are true.
e. none of the above is true.
40. Customer types
a. should be defined by identifying the buyer instead of the user.
b. should be assigned a nickname that describes all potential types of customers.
c. must always consider intermediarties even if they are not final users.
d. refers to the final consumer or user of a product type.
e. none of the above.
d. refers to the final consumer or user of a product type.
41. In the example for the seven-step approach to market segmentation (used in the text), which of the following is a determining need?
a. safety
b. a clean bathroom
c. security
d. a good bed
e. none of the above
e. none of the above.
42. A generic market description should NOT include any:
a. customer needs.
b. geographic area.
c. product type.
d. customer types.
e. none of the above.
c. product type.
43. A digital camera, a computer video-cam, and a computer scanner might compete in the same 
a. single target market.
b. generic market.
c. multiple target market.
d. combined target market.
e. product-market.
b. generic market
44. In the example for the seven-step approach to market segmentation (used in teh text), which of the following is a qualifying need?
a. a good bed
b. heating and cooling
c. a clean bathroom
d. security
e. all of the above.
e. all of the above
45. identify the INCORRECT statement about approaches to market-oriented strategy planning.
a. it's usually safer to be a combiner.
b. cost considerations encourage aggregating.
c. demand considerations encourage less agregating.
d. the approach a firm uses depends in part on the firm's resources.
e. generally, it is better to try and satisfy some customers very well instead of many just fairly well.
a. it's usually safer to be a combiner.
46. BEHAVIORAL (rather than DEMOGRAPHIC) segmenting dimensions include:
a type of problem-solving.
b. kind of shopping.
c. brand familiarity.
d. benefits sought.
e. all of the above are behavioural dimensions.
e. all of the above are behavioural dimensions.
47. Qualifying dimensions, in contrast to determining dimensions,
a. are the only kind of dimensions useful for marketing strategy planning.
b. indicate whether a person might be a potential customer but do not show which product or brand that person might buy.
c. are the customer-related dimensions in a product-market.
d. affect hte product or brand a person is likely to purchase.
e. none of the above is true.
b. indicate whether a person might be a potential customer but do not show which product or brand that person might buy.
48. The combined target market approach:
a. tends to focus on small, homogeneous market segments.
b. aims at several target markets and offers each target market a unique marketing mix. 
c. tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people.
d. works well only when each submarket of a product-market has a different demand curve.
e. all of the above.
c. tries to improve the general appeal of a firm's basic marketing mix rather than tailor it to meet the strongly felt needs of some people.
49. A cluster analysis of the "toothpaste market" would probably show that:
a. the braod product-maket can be served effectively with one marketing mix.
b. most of the consumers are mainly concerned about brightness of teeth.
c. factors such as taste, price, and "sex appeal" are not important.
d. different market segments seek different product benefits. 
e. all of the above
d. different makret segments seek different product benefits.
50. The 7-step approach to market segmentation used in the text shows t hat: 
a. determining needs rarely change.
b. profit is the overall consideration beginning with Step 1.
c. it's useful to consider what people in each submarket do NOT want as well as what they do want.
d. submarkets are nicknamed based on their qualifying needs.
e. retirement centers in the Sunbelt is a broad product-market with many submarkets.
c. it's useful to consider what people in each submarket do NOT want as well as what they do want.
51. Market segmentation:
a. means the same thing as marketing strategy planning.
b. assumes that most submarkets can be satisfied by the same marketing mix.
c. is the same thing as positioning.
d. tries to identify homogeneous submarkets within a product-market.
e. all of the above are true.
d. tries to identify homogeneous submarkets within a product-market.
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