Question APPLICATION QUESTIONS Multiple Choice 111. According one expert from J. Walter Thompson’s Mature Marketing Gro

APPLICATION QUESTIONS

Multiple Choice

111. According one expert from J. Walter Thompson’s Mature Marketing Group, “everyone over 45 is lumped into a category called old.” However, the expert points out that this strategy is faulty. Seniors, particularly boomers-turned-seniors, often make buying decisions based on ________.

a. price, not quality

b.lifestyle, not age

c. age perception

d. what their children buy

e. dreams, not realities

112. 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

113. 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

114. Anderson and Narus have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which of those parts contains the product and service elements that all segment members’ value?

a. Naked solution

b. Discretionary solution

c. Maximum solution

d. Pseudo solution

e. Virtual solution

115. Enterprise Rent-A-Car has challenged Hertz’s supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. Which of the following would be the most accurate description of that market?

a. The singles market.

b. The soccer mom market.

c. The business traveler market.

d. The low-budget, insurance-replacement market.

e. The vacationer market.

116. 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

117. One marketing commentator said, “The idea is not to sell something, but to demonstrate how a brand can enrich a customer’s life.” Which of the following forms of marketing was the commentator describing?

a. Experiential marketing

b. Niche marketing

c. Benefit marketing

d. Viral marketing

e. Virtual marketing

118. If you were a marketing manager that was considering implementing the concept of customer experience management (CEM), you would follow all of the following steps EXCEPT ________.

a. analyzing the experiential world of the customer

b. building the experiential platform

c. designing the segmentation portfolio

d. structuring the customer interface

e. engaging in continuous innovation

119. Home furnishing retailer Bed Bath & Beyond’s ability to cater to local tastes has fueled its phenomenal growth. Bed Bath & Beyond’s managers pick ________ of their own merchandise, and this local focus has helped the chain evolve from one that began selling little more than bed linens to the “beyond” part—products ranging from picture frames and pot holders to imported olive oil and designer door mats.

a. 40 percent

b. 50 percent

c. 25 percent

d. 70 percent

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