QuestionMultiple Choice1. In ________ marketing, the seller enga

Multiple Choice

1. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

a. group

b. mass

c. general

d. segmented

e. differentiated

2. The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins.

a. niche

b. micro

c. macro

d. differentiated

e. mass

3. A ________ consists of a group of customers who share a similar set of needs and wants.

a. market target

b. market group

c. market slice

d. market segment

e. market level

4. A ________ consists of two parts: a naked solution and discretionary options.

a. differentiated market offering

b. flexible market offering

c. rigid market offering

d. vertical market offering

e. horizontal market offering

5. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

a. homogeneous

b. heterogeneous

c. diffused

d. clustered

e. scattered

6. Procter & Gamble has many soap brands. One reason for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain removal, et cetera. Which of the following preferences pattern would most likely apply to P&G’s method of response to market needs?

a. Homogeneous preferences

b. Diffused preferences

c. Clustered preferences

d. Psychological preferences

e. Cultural preferences

7. Marketers usually identify niches by ________.

a. dividing a segment into subsegments

b. conducting VALS tests

c. allowing consumers to gravitate toward product brands

d. examining the demographics section of The Handbook of Marketing

e. producing products that can be used in a variety of ways

8. A niche is characterized as being all of the following EXCEPT that ________.

a. the customers in the niche have a distinct set of needs

b. the customers will pay a premium to the firm that satisfies their needs

c. the niche is not likely to attract other competitors

d. the customers generally have smaller amounts of income

e. the nicher gains certain economies through specialization

9. Those who favor localized marketing see national advertising as wasteful because ________.

a. it gets too up close and personal with consumers

b. it drives up manufacturing and marketing costs by reducing economies of scale

c. it magnifies logistical problems

d. it fails to address local needs

e. all of the above

10. ________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

a. Consumptionization

b. Viral marketing

c. Virtual marketing

d. Regionalization

e. Customerization

11. All of the following are disadvantages of customerization EXCEPT that ________.

a. it requires more prior information about the customer than most customers are willing to share

b. it is difficult to implement for complex products

c. it can raise the cost of goods by more than the customer is willing to pay

d. some customers don’t know what they want until they see the actual product

e. the product may be hard to repair and have little sales value

12. Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________.

a. the level of disposable income earned by the target group

b. customer differences

c. the cost–benefit relationship of narrowing the target market

d. customer similarities

e. saturated markets

13. If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

a. demographic

b. psychographic

c. geographic

d. cultural

e. social class

14. When segmenting on the basis of family life cycle, all of the following are segment categories EXCEPT ________.

a. young, single

b. male, female

c. young, married

d. older, married, no children under 18

e. young, married, youngest child 6 or over

15. If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.

a. personality

b. behavioral occasions

c. user status

d. psychographic lifestyle

e. readiness stage

16. If a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment.

a. user status

b. usage rate

c. buyer-readiness stage

d. occasion

e. benefit

17. John and May have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

a. Life stage

b. Benefits

c. Age segment

d. User segment

e. Occasion segment

18. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________.

a. income

b. occupation

c. socialization

d. heredity

e. globalization

19. ________ is the science of using psychology and demographics to better understand consumers.

a. Psychographics

b. Segmentation

c. Clustering

d. Demographics

e. Social psychology

20. According to the VALS segmentation system, ________ are successful, sophisticated, active, “take-charge” people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.

a. innovators

b. thinkers

c. achievers

d. experiencers

e. believers

21. Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.

a. thinker

b. achiever

c. experiencer

d. striver

e. survivor

22. According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands.

a. believers

b. strivers

c. makers

d. survivors

e. experiencers

23. A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing?

a. Initiator

b. Influencer

c. Decider

d. Buyer

e. Gatekeeper

24. The sale of turkeys in Asian countries like Hongkong, Singapore and The Philippines is highest in December, as people buy turkeys to serve at Christmas. Supermarkets that specifically advertise turkeys at this time of year are segmenting on the basis of ________.

a. benefits

b. user status

c. psychographics

d. demographics

e. occasion

25. Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

a. usage rate

b. buyer-readiness stage

c. loyalty status

d. user status

e. benefits

26. If a buyer is loyal to two or three different brands of soap, this buyer’s loyalty status can be described as being among the ________.

a. switchers

b. shifting loyals

c. split loyals

d. hard-core loyals

e. antiloyals

27. Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete’s loyalty status is best described as ________.

a. split loyal

b. shifting loyal

c. consistent loyal

d. hard-core loyal

e. switcher

28. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, by studying the ________ the company can pinpoint which brands are most competitive with its own.

a. hard-core loyals

b. split loyals

c. shifting loyals

d. switchers

e. antiloyals

29. All of the following are considered to be product attitude segments EXCEPT ________.

a. synergistic

b. enthusiastic

c. positive

d. indifferent

e. hostile

30. A potato chip manufacturer is concerned about consumers leaving its brand and going to competitive alternatives. Which of the following groups (based on strength of commitment) would be most likely to leave the company’s offering and go somewhere else for snack products?

a. Convertible

b. Shallow

c. Average

d. Entrenched

e. Hard rocks

31. If a consumer group is designated based on their “balance of disposition,” the ________ group can be described as one that is made up of nonusers who are as attracted to a competing brand as they are to their current brands.

a. strongly unavailable

b. weakly unavailable

c. ambivalent

d. available

e. desirable

32. If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

a. Personal characteristics

b. Demographic variables

c. Situational factors

d. Operating variables

e. Purchasing approaches

33. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to assist with the task?

a. Demographic variables

b. Purchasing approaches

c. Situational factors

d. Personal characteristics

e. Operating variables

34. A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.

a. situational factors

b. purchasing approaches

c. personal characteristics

d. operating variables

e. demographic variables

35. A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and purchasing criteria.

a. situational factors

b. purchasing approaches

c. personal characteristics

d. operating variables

e. demographic variables

36. During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

a. Step 2—segment identification

b. Step 3—segment attractiveness

c. Step 6—segment “acid test”

d. Step 1—needs-based segmentation

e. Step 7—marketing-mix strategy

37. If an organization’s marketing department wished to create “segment storyboards” to test the attractiveness of each segment’s positioning strategy, this action would most likely occur in the ________ step of the segmentation process.

a. needs-based segmentation

b. segment identification

c. segment profitability

d. segment “acid test”

e. marketing-mix strategy

38. In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.

a. need-based segmentation

b. segment identification

c. segment attractiveness

d. segment profitability

e. segment “acid test”

39. To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.

a. measurable

b. substantial

c. accessible

d. differentiable

e. actionable

40. If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

a. measurable

b. substantial

c. accessible

d. differentiable

e. actionable

41. According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

a. measurable

b. substantial

c. accessible

d. differentiable

e. actionable

42. In evaluating different market segments, the firm must look at two factors: the segment’s overall attractiveness and ________.

a. company’s objectives and resources

b. the product to be sold

c. the purchasing process

d. competition’s strategies

e. the global nature of the product

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

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