BUAD301 Chapter 7

Which of the following terms refers to developing a marketing strategy to influence how a particular market segment perceives a good or service in comparison to the​ competition?
A. Repositioning
B. Positioning
C. Retro brands
D. Brand personality
E. Perceptual map
B. Positioning
Which of the following is the second stage in the positioning​ process?
A. Evaluate responses and modify as needed.
B. Analyze the​ competitors’ position.
C. Define your competitive advantage.
D. Positioning
E. Finalize the marketing mix.
C. Define your competitive advantage.
Which of the following is the second step in the target marketing​ process?
A. Positioning
B. Segmentation
C. Market fragmentation
D. Targeting
E. Target marketing strategy
D. Targeting
What question would a marketer ask if he or she were evaluating a viable target segment by analyzing the size and purchasing power of a potential segment before deciding whether​ it’s worth the​ effort?
A. Can marketers measure the​ segment?
B. Can the marketer adequately serve the needs of the​ segment?
C. Is the segment large enough to be profitable now and in the​ future?
D. Are members of the segment similar to each other in their product needs and wants​ and, at the same​ time, different from consumers in other​ segments?
E. Can marketing communications reach the​ segment?
A. Can marketers measure the segment?
Which of the following is the third stage in the positioning​ process?
A. Evaluate responses and modify as needed.
B. Positioning.
C. Define your competitive advantage.
D. Finalize the marketing mix.
E. Analyze the​ competitors’ position.
D. Finalize the marketing mix.
Which of the following segment would a marketer be targeting if the marketer were engaging in generational marketing and analyzing the habits of​ Millennials, Baby​ Boomers, and Generation​ X?
A. Segmenting by gender
B. Segmenting by place of residence
C. Segmenting by family life cycle
D. Segmenting by ethnicity
E. Segmenting by age
E. Segmenting by age
At which stage of the positioning process would a company engage in a repositioning​ strategy?
A. Evaluate responses and modify as needed.
B. Define your competitive advantage.
C. Positioning.
D. Finalize the marketing mix.
E. Analyze the​ competitors’ position.
A. Evaluate responses and modify as needed.
Which of the following refers to a marketing rule of thumb that believes​ 20% of purchasers account for​ 80% of a​ product’s sales?
A. Usage occasions
B. Usage rate
C. ​80/20 rule
D. Long tail
E. Badge
C. 80/20 rule
Which of the following refer to the process of dividing the total market into different segments on the basis of customer​ characteristics, selecting one or more​ segments, and developing products to meet the needs of those specific​ segments?
A. Positioning
B. Segmentation
C. Target marketing strategy
D. Market fragmentation
E. Targeting
C. Target marketing strategy
Which of the following refers to a measurement that reflects the quantity purchased or frequency of use among consumers of a particular product or​ service?
A. Usage rate
B. ​80/20 rule
C. Long tail
D. Usage occasions
E. Badge
A. Usage rate
Which of the following segments would a marketer be targeting if the marketer analyzed consumers based on their needs and wants as changes within their family occur such as the members getting​ married, having​ children, kids moving away to go to​ college, and​ retirement?
A. Segmenting by place of residence
B. Segmenting by gender
C. Segmenting by family life cycle
D. Segmenting by ethnicity
E. Segmenting by age
C. Segmenting by family life cycle
Which of the following segments would a marketer be utilizing if the marketer offered diapers in pink for girls and blue for​ boys?
A. Segmenting by age
B. Segmenting by family life cycle
C. Segmenting by ethnicity
D. Segmenting by place of residence
E. Segmenting by gender
E. Segmenting by gender
Which of the following terms refers to the market segments on which an organization focuses its marketing plan and toward which it directs its marketing​ efforts?
A. Segment profile
B. Psychographics
C. Generational marketing
D. Target market
E. Targeting
D. Target market
Which of the following refers to the group of consumers born after​ 1994?
A. Generation XY
B. Baby Boomers
C. Generation Y
D. Millennials
E. Generation X
D. Millennials
Which of the following is the first step in the target marketing​ process?
A. Market fragmentation
B. Targeting
C. Target marketing strategy
D. Segmentation
E. Positioning
D. Segmentation
Which of the following refers to an approach of developing one or more products for each of several distinct customer groups and making sure these offerings are kept separate in the​ marketplace?
A. Differentiated targeting strategy
B. Undifferentiated targeting strategy
C. Mass customization
D. Customized marketing strategy
E. Concentrated targeting strategy
A. Differentiated targeting strategy
Which of the following refers to statistics that measure observable aspects of a​ population, including​ size, age,​ gender, ethnic​ group, income,​ education, occupation, and family​ structure?
A. Segmentation variables
B. Generational marketing
C. Segmentation
D. Demographics
E. Geographic segmentation
D. Demographics
Which of the following approaches is common in industrial contexts where a manufacturer often works with one or a few large clients and develops products that only these clients will​ use?
A. Customized marketing strategy
B. Undifferentiated targeting strategy
C. Concentrated targeting strategy
D. Differentiated targeting strategy
E. Mass customization
A. Customized marketing strategy
Which of the following is the third step in the target marketing​ process?
A. Positioning
B. Segmentation
C. Target marketing strategy
D. Targeting
E. Market fragmentation
A. Positioning
Which of the following requires a company to be willing to bet that people have similar needs so the same product and message will appeal to many​ customers?
A. Concentrated targeting strategy
B. Undifferentiated targeting strategy
C. Customized marketing strategy
D. Mass customization
E. Differentiated targeting strategy
B. Undifferentiated targeting strategy
Which segment is a marketer appealing to by recognizing a​ consumer’s national origin is often a strong indicator of preferences for specific magazines or TV​ shows, foods,​ apparel, and leisure​ activities?
A. Segmenting by gender
B. Segmenting by family life cycle
C. Segmenting by age
D. Segmenting by place of residence
E. Segmenting by ethnicity
E. Segmenting by ethnicity
Which of the following is the first stage in the positioning​ process?
A. Analyze the​ competitors’ position.
B. Finalize the marketing mix.
C. Evaluate responses and modify as needed.
D. Positioning
E. Define your competitive advantage.
A. Analyze the competitors’ position.
When a firm offers one or more products to a single​ segment, it uses which of the following​ strategies?
A. Customized marketing strategy
B. Mass customization
C. Undifferentiated targeting strategy
D. Differentiated targeting strategy
E. Concentrated targeting strategy
E. Concentrated targeting strategy
When marketers want to segment regional markets even more​ precisely, they sometimes combine geography with demographics using the technique of geodemography. Which of the following segments would utilize geographic​ segmentation?
A. Segmenting by age
B. Segmenting by place of residence
C. Segmenting by gender
D. Segmenting by ethnicity
E. Segmenting by family life cycle
B. Segmenting by place of residence
Which of the following refers to a technique that divides consumers into segments on the basis of how they act​ toward, feel​ about, or use a good or​ service?
A. Psychographics
B. Geographic segmentation
C. Gamer segment
D. Generational marketing
E. Behavioral segmentation
E. Behavioral segmentation