MKTG 3310 // CH 6 – Flashcards
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1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. A) concentrated marketing B) mass marketing C) market targeting D) segmenting E) differentiation
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Answer: C Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication
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2) What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence
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Answer: C Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication
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3) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. A) efficiently B) effectively C) intensely D) indirectly E) both A and B
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Answer: E Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication
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4) Even though several options are available at any one time, there ________ to segment a market. A) is one single best way B) is no single way C) is a most effective way D) are limited ways E) are four ways
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Answer: B Diff: 2 Page Ref: 175 Skill: Concept
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5) Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. A) geographic B) benefit C) end-use D) customer E) image
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Answer: A Diff: 1 Page Ref: 175 Skill: Concept
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6) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use? A) geographic B) behavioral C) lifestyle D) demographic E) psychographic
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Answer: D Diff: 1 Page Ref: 177 Skill: Concept
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7) Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? A) demographic B) lifestyle C) psychographic D) behavioral E) geographic
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Answer: A Diff: 2 Page Ref: 177 Skill: Concept
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8) Demographic variables are so frequently used in market segmentation because they ________. A) create smaller segments B) create more easily reached segments C) do not involve stereotypes D) are easy to measure E) involve fewer attributes to consider
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Answer: D Diff: 2 Page Ref: 177 Skill: Concept
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9) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation. A) geographic B) age and life cycle C) psychographic D) behavioral E) usage rate
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Answer: B Diff: 2 Page Ref: 177 Skill: Concept
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10) Marketers must be careful to guard against ________ when using age and life cycle segmentation. A) underestimating B) stereotyping C) traditional marketing D) cultural bias E) gender bias
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Answer: B Diff: 2 Page Ref: 177 Skill: Concept AACSB: Multicultural and Diversity
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11) When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation? A) age and life cycle B) gender C) behavior D) psychographic E) geographic
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Answer: B Diff: 2 Page Ref: 177 Skill: Concept
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12) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation? A) gender B) income C) occasion D) usage rate E) benefits sought
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Answer: B Diff: 2 Page Ref: 178 Skill: Concept
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13) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation. A) behavioral B) psychographic C) age and life cycle D) demographic E) geographic
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Answer: A Diff: 2 Page Ref: 179 Skill: Concept
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14) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? A) demographic B) psychographic C) occasion D) impulse E) emergency
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Answer: C Diff: 2 Page Ref: 179 Skill: Concept
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15) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. A) user status B) usage rate C) benefit D) behavior E) loyalty status
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Answer: A Diff: 1 Page Ref: 181 Skill: Concept
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16) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. A) user status B) loyalty status C) store type D) brand preference E) usage rate
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Answer: B Diff: 1 Page Ref: 182 Skill: Concept
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17) By studying its less loyal buyers, a company can detect which brands are most ________ with its own. A) competitive B) used C) often overlooked D) similar E) complementary
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Answer: A Diff: 2 Page Ref: 182 Skill: Concept
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18) Many firms make an effort to identify smaller, better-defined target groups by using ________. A) user rates B) loyalty segmentation C) multiple segmentation bases D) positioning E) mass marketing
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Answer: C Diff: 2 Page Ref: 182 Skill: Concept
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19) Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT which one? A) operating characteristics B) purchasing approaches C) situational factors D) personal characteristics E) brand personalities
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Answer: E Diff: 3 Page Ref: 183 Skill: Concept
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20) As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets. A) geographic: demographic B) user status: user loyalty C) benefits: buying behavior D) age and life-cycle: psychographic E) income: usage rate
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Answer: C Diff: 2 Page Ref: 184 Skill: Concept
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21) International Drilling Company segments its foreign markets by the income levels of a country's population. This firm segments on what basis? A) political factors B) legal factors C) geographic factors D) economic factors E) cultural factors
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Answer: D Diff: 1 Page Ref: 184 Skill: Concept
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22) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________. A) intermarket segmentation B) loyalty segmentation C) life-cycle segmentation D) targeting segmentation E) psychographic segmentation
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Answer: A Diff: 1 Page Ref: 184-185 Skill: Concept
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23) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________. A) measurable B) accessible C) substantial D) actionable E) observable
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Answer: A Diff: 2 Page Ref: 185 Skill: Concept
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24) When a market segment is large or profitable enough to serve, it is termed ________. A) measurable B) accessible C) substantial D) actionable E) differentiable
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Answer: C Diff: 2 Page Ref: 185 Skill: Concept
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25) When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. A) accessible B) measurable C) reachable D) actionable E) differentiable
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Answer: D Diff: 2 Page Ref: 185 Skill: Concept
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26) The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________. A) accessible B) measurable C) reachable D) differentiable E) observable
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Answer: D Diff: 2 Page Ref: 185 Skill: Concept
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27) To evaluate the different market segments your company is serving, you would look at all of the following factors EXCEPT which one? A) segment size B) segment growth C) segment structural attractiveness D) company culture E) company resources
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Answer: D Diff: 3 Page Ref: 186 Skill: Concept
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28) Barney Hopkins has compiled a list of things that make segments more attractive. Which of the following items should NOT be on the list? A) relative power of buyers B) lack of powerful suppliers to control prices C) few substitute products D) competition with superior resources E) financial resources
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Answer: D Diff: 2 Page Ref: 186 Skill: Concept
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29) Which of the following is NOT one of the reasons a segment would be less attractive to a company? A) strong competitors B) substitute products C) concentrated market D) power of buyers E) power of suppliers
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Answer: C Diff: 2 Page Ref: 186 Skill: Concept
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30) In general, a company should enter only segments in which it can ________ and ________. A) offer lower prices: ship faster B) offer superior value: gain advantages over competitors C) offer superior value: ship faster D) gain advantages over competitors: offer new products E) identify behaviors: understand spending power
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Answer: B Diff: 2 Page Ref: 186 Skill: Concept
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31) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________. A) market segment B) target market C) well-defined market D) differentiated market E) undifferentiated market
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Answer: B Diff: 1 Page Ref: 186 Skill: Concept
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32) Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting? A) undifferentiated marketing B) differentiated marketing C) target marketing D) concentrated marketing E) micromarketing
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Answer: A Diff: 1 Page Ref: 186 Skill: Concept
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33) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing. A) undifferentiated B) differentiated C) individual D) mass E) niche
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Answer: B Diff: 2 Page Ref: 187 Skill: Concept
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34) Typically, developing a strong position within several market segments creates more total sales than ________ marketing across all segments. A) undifferentiated B) differentiated C) niche D) target E) individual
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Answer: A Diff: 2 Page Ref: 187 Skill: Concept
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35) ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against ________ when selecting this strategy. A) extra research: costs B) sales analysis: sales C) increased sales: increased costs D) geographic segmentation: demographic segmentation E) attitudes: perceptions
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Answer: C Diff: 2 Page Ref: 188 Skill: Concept
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36) Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry segments Procter & Gamble has identified. Together, these six brands take four times the market share of Procter & Gamble's nearest competitor. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy? A) lost sales that would have been made with an undifferentiated marketing strategy across all segments B) lost customer loyalty due to lack of brand loyalty C) increased costs for separate marketing plans for each brand D) other suppliers controlling pricing E) lack of resources to succeed in an attractive segment
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Answer: C Diff: 2 Page Ref: 187-188 Skill: Concept
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37) Using concentrated marketing, the marketer goes after a ________ share of ________. A) small: a small market B) small: a large market C) large: one or a few niches D) large: the mass market E) moderate: the local market
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Answer: C Diff: 2 Page Ref: 188 Skill: Concept
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38) It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________. A) marketing strategy: services B) individual relationships with customers: positioning C) superior products: value network partners D) greater knowledge of customers' needs: special reputation E) competitive advantage in comparison to mass-market companies: affordable pricing
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Answer: D Diff: 2 Page Ref: 188 Skill: Concept
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39) Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. A) unimportant to: desired by B) unimportant to: overlooked by C) too large: undesirable to D) unknown by: desired by E) disappointed by: geographically far from
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Answer: B Diff: 2 Page Ref: 188 Skill: Concept
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40) Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. A) in malls in major cities B) in mail-order catalogs C) on the Internet D) near major competitors E) far from competitors
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Answer: C Diff: 1 Page Ref: 180 Skill: Concept AACSB: Use of IT
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41) Which of the segmenting strategies carries higher-than-average risks in consumer markets? A) concentrated B) mass C) differentiated D) undifferentiated E) multiple-segment
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Answer: A Diff: 2 Page Ref: 189 Skill: Concept
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42) As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing. A) niche B) micro C) variable D) mass E) undifferentiated
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Answer: B Diff: 2 Page Ref: 189 Skill: Concept
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43) ________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. A) Undifferentiated B) Differentiated C) Niche D) Local E) Variable
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Answer: D Diff: 1 Page Ref: 189 Skill: Concept
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44) Which of the following is the narrowest strategy? A) segmented strategy B) local marketing C) differentiated marketing D) mass marketing E) undifferentiated marketing
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Answer: B Diff: 3 Page Ref: 189 Skill: Concept
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45) Which of the following is NOT a drawback of local marketing? A) It can drive up manufacturing costs. B) It can drive up marketing costs by reducing economies of scale. C) It can create logistics problems. D) A brand's overall image might be diluted through too much variation. E) Supporting technologies are not cost-effective.
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Answer: E Diff: 3 Page Ref: 189 Skill: Concept
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46) Under what circumstances would local marketing likely be the most effective? A) when pronounced differences in psychographics are present B) when pronounced differences in lifestyles are present C) when pronounced regional and local differences in demographics and lifestyles are present D) when regional demographics and lifestyles are similar E) when pronounced similarities in psychographics are present
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Answer: C Diff: 2 Page Ref: 190 Skill: Concept AACSB: Multicultural and Diversity
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47) When Wal-Mart customizes its merchandise store by store to meet shopper needs, it is practicing ________. A) niche marketing B) psychographic marketing C) local marketing D) social segmentation E) individual marketing
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Answer: C Diff: 2 Page Ref: 189 Skill: Concept
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48) When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________. A) concentrated marketing B) mass marketing C) mass customization D) undifferentiated marketing E) localization
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Answer: C Diff: 2 Page Ref: 190 Skill: Concept
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49) The move toward individual marketing mirrors the trend in consumer ________. A) self-imaging B) self-marketing C) customizing D) spending E) self-conceptualization
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Answer: B Diff: 2 Page Ref: 191 Skill: Concept
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50) When choosing a target marketing strategy, many factors need to be considered. Which of the following does your text NOT mention as important? A) company resources B) degree of product variability C) product life-cycle stage D) product cost E) competitors' marketing strategies
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Answer: D Diff: 2 Page Ref: 191 Skill: Concept
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51) When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous. A) differentiated B) undifferentiated C) concentrated D) customized E) localized
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Answer: B Diff: 2 Page Ref: 191 Skill: Concept
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52) Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of ________ consumers with ________ products. A) elderly: expensive B) young: appealing C) vulnerable: marketing D) vulnerable or disadvantaged: controversial or potentially harmful E) mass market: deceptive
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Answer: D Diff: 2 Page Ref: 191 Skill: Concept AACSB: Ethical Reasoning
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53) It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment. A) elderly B) child C) animal D) minority E) senior
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Answer: B Diff: 1 Page Ref: 191 Skill: Concept AACSB: Ethical Reasoning
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54) Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to target ________. A) the elderly B) white-collar workers C) inner-city minorities D) multiple international markets E) suburban adults
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Answer: C Diff: 2 Page Ref: 192 Skill: Concept AACSB: Ethical Reasoning
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55) Most attempts to target children and minority groups provide ________ to target customers. A) benefits B) education C) disadvantages D) harm E) expenses
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Answer: A Diff: 2 Page Ref: 192 Skill: Concept AACSB: Ethical Reasoning
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56) In target marketing, the issue is not really who is targeted, but rather ________ and for ________. A) why: what B) how: what C) why: how long D) where: how long E) how: where
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Answer: B Diff: 2 Page Ref: 192 Skill: Concept AACSB: Ethical Reasoning
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57) Which group determines a product's position relative to competing products? A) manufacturers B) wholesalers C) retailers D) consumers E) suppliers
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Answer: D Diff: 2 Page Ref: 193 Skill: Concept AACSB: Communication
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58) A product's position is based on important attributes as perceived by ________. A) suppliers B) competitors C) market conditions D) consumers E) managers
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Answer: D Diff: 2 Page Ref: 193 Skill: Concept AACSB: Communication
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59) Which of the listed choices is NOT a positioning task? A) identifying a set of possible competitive advantages upon which to build a position B) surveying frequent uses of the product C) selecting an overall positioning strategy D) effectively communicating and delivering the chosen position to the market E) selecting the right competitive advantages
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Answer: B Diff: 2 Page Ref: 194 Skill: Concept AACSB: Communication
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60) A company or store gains a(n) ________ by differentiating its products and delivering more value. A) competitive advantage B) positioning advantage C) cost advantage D) efficiency advantage E) synergy
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Answer: A Diff: 1 Page Ref: 194-195 Skill: Concept
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61) A company or market offer can be differentiated along the lines of product, image, services, channels, or ________. A) prices B) nonprice factors C) people D) customer service E) location
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Answer: C Diff: 2 Page Ref: 195 Skill: Concept
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62) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? A) services differentiation B) channel differentiation C) people differentiation D) product differentiation E) price differentiation
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Answer: B Diff: 1 Page Ref: 195 Skill: Concept
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63) When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. A) image B) people C) company D) reputation E) subliminal
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Answer: A Diff: 1 Page Ref: 196 Skill: Concept
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64) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for? A) unique selling product B) unique services practice C) unique sales pitch D) unique selling proposition E) universally strategic practice
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Answer: D Diff: 2 Page Ref: 196 Skill: Concept AACSB: Communication
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65) Not every brand difference is worth establishing and promoting. A difference is worth promoting to the extent that it satisfies all of the criteria EXCEPT which one? A) important B) distinctive C) divisible D) affordable E) preemptive
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Answer: C Diff: 3 Page Ref: 197 Skill: Concept AACSB: Communication
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66) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________. A) its value proposition B) target marketing C) capturing the consumers' attention D) value profiling E) differentiated marketing
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Answer: A Diff: 2 Page Ref: 197 Skill: Concept AACSB: Communication
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67) The answer to the customer's question, "Why should I buy your brand?" is found in the ________. A) quality image B) customer services C) value proposition D) differentiation E) pricing and promotion structure
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Answer: C Diff: 2 Page Ref: 197 Skill: Concept AACSB: Communication
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68) What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price? A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E) all-or-nothing
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Answer: A Diff: 2 Page Ref: 199 Skill: Concept
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69) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E) all-or-nothing
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Answer: C Diff: 2 Page Ref: 200 Skill: Concept
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70) "Less-for-much-less" positioning involves meeting consumers' ________. A) quality performance requirements at a lower price B) lower quality requirements in exchange for a lower price C) lower quality requirements at the lowest possible price D) high quality requirements at a discounted rate E) high quality requirements at the lowest possible price
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Answer: B Diff: 1 Page Ref: 200 Skill: Concept
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71) Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a ________ strategy. A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E) all-or-nothing
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Answer: D Diff: 1 Page Ref: 200 Skill: Concept
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72) Which difficult to sustain positioning strategy attempts to deliver the "best-of-both"? A) more-for-the-same B) more-for-less C) same-for-less D) more-for-more E) less-for-much-less
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Answer: B Diff: 2 Page Ref: 200 Skill: Concept
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73) Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category? A) mission statement B) vision statement C) differentiation statement D) positioning statement E) statement of intent
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Answer: D Diff: 1 Page Ref: 201 Skill: Concept AACSB: Communication
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74) What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go." A) positioning statement B) service differentiation C) concentrated segmentation D) competitive advantage E) responsible target marketing
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Answer: A Diff: 2 Page Ref: 201 Skill: Concept
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75) Once it has chosen a position, a company must take strong steps to deliver and communicate that position to target consumers. Which of the following is NOT necessarily needed for a company to support its positioning strategy? A) The company's marketing mix efforts must support the positioning strategy. B) Positioning the company calls for concrete action, not just talk. C) Designing the marketing mix involves working out the strategic details of the positioning strategy. D) The company's service personnel must be highly trained and provide superior service. E) The company must deliver the position first.
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Answer: D Diff: 3 Page Ref: 192 Skill: Concept
