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Mercadeo
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Questions in this quiz (55)
1 ________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter.
- ADifferentiation
- BMass marketing
- CMarket targeting
- DMarket segmentation
- EPositioning
2Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Zista most likely segments the consumer market based on ________ variables.
- Ageographic
- Bpsychographic
- Cuniversal
- Ddemographic
- Ebehavioral
3________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
- ADifferentiation
- BPositioning
- CMarket targeting
- DMarket segmentation
- EMass marketing
4Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?
- Amarket segmentation, differentiation, positioning, and market targeting
- Bpositioning, market segmentation, mass marketing, and market targeting
- Cmarket segmentation, market targeting, differentiation, and positioning
- Dmarket alignment, market segmentation, differentiation, and market positioning
- Emarket recognition, market preference, market targeting, and market insistence
5Senz, an automobile manufacturer, produces low-end vehicles that are targeted toward lower-income consumer groups. Senz most likely segments the consumer market based on ________ variables.
- Ademographic
- Bpsychographic
- Cuniversal
- Dgeographic
- Ebehavioral
6acific Fisheries groups its customers by regions in the U.S., such as Midwest, Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of advertisements and promotions. Based on which of the following segmentation variables does the firm divide its market?
- Abehavioral factors
- Bpersonality characteristics
- Cgeographic location
- Dbenefits sought
- Edemographics
7Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?
- Ageographic
- Bpsychographic
- Cbenefit
- Ddemographic
- Eoccasion
8Demographic variables are the most popular bases for segmenting customer groups because they ________.
- Acreate smaller segments
- Bcreate more easily accessible segments
- Cdo not involve stereotypes
- Dare easier to measure
- Einvolve fewer attributes to consider
9Zindle, an American smartphone-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of a(n) ________ segmentation.
- Aage and life-cycle
- Bgeographic
- Coccasion
- Dgender
- Eincome
10________ factors are the most popular bases for segmenting customer groups.
- AGeographic
- BDemographic
- CBehavioral
- DLifestyle
- EPersonality
11ProFem Inc. caters its line of sports apparel exclusively to women. What type of segmentation does the company use?
- Aage and life-cycle
- Bgender
- Cbehavior
- Dpsychographic
- Egeographic
12Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population?
- Ausage rate
- Boccasion
- Cincome
- Dbenefits sought
- Eender
13At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called?
- Auser status
- Busage rate
- Cbenefit
- Dbehavioral
- Epsychographic
14Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.
- Abehavioral
- Bpsychographic
- Cage and life-cycle
- Duser status
- Egeographic
15Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
- Apsychographic
- Bdemographic
- Cincome
- Doccasion
- Eage and life-cycle
16The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation.
- Aage and life-cycle
- Buser status
- Cbenefit
- Ddemographic
- Egeographic
17Markets 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 ________.
- Auser status segmentation
- Busage rate segmentation
- Cbenefit segmentation
- Dbehavioral segmentation
- Eloyalty status segmentation
18Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.
- Auser status
- Busage rate
- Cbenefits sought
- Doccasion
- Epsychographic
19Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________.
- Ademographic variables
- Bgeographic regions
- Cmultiple segmentation bases
- Dbehavioral variables
- Epsychographic segmentation bases
20Rasco Corp. segments its foreign markets based on the income levels of a country's population. In this case, the firm segments its market based on ________.
- Apolitical factors
- Blegal factors
- Cpersonality factors
- Deconomic factors
- Ecultural factors
21Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.
- Aintermarket
- Bincome
- Cage and life-cycle
- Doccasions
- Egender
22Market segments that can be effectively reached and served are said to be ________.
- Ameasurable
- Baccessible
- Csubstantial
- Dactionable
- Eprofitable
23When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.
- Ameasurable
- Baccessible
- Csubstantial
- Dactionable
- Eobservable
24When a market segment is large or profitable enough to serve, it is termed ________.
- Ameasurable
- Baccessible
- Csubstantial
- Dactionable
- Edifferentiable
25When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.
- Aaccessible
- Bmeasurable
- Creachable
- Dactionable
- Edifferentiable
26When market segments are conceptually distinguishable and respond distinctively to various marketing mix elements and programs, they are said to be ________.
- Aaccessible
- Bmeasurable
- Creachable
- Ddifferentiable
- Eobservable
27A market segment is less attractive when ________.
- Athere are few aggressive competitors in the segment
- Bit is difficult for new entrants to enter the segment
- Cit contains powerful suppliers who can control prices
- Dsubstitute products are unavailable in the segment
- Ebuyers in the market segment have weak bargaining powers
28Which of the following is an approach where firms target a whole market based on common consumer needs?
- Ademographic segmentation
- Bundifferentiated marketing
- Cmicromarketing
- Dconcentrated marketing
- Egeographic segmentation
29Marketing the same product to a huge customer base without any customization is referred to as ________.
- Amass marketing
- Bdifferentiated marketing
- Cniche marketing
- Dlocal marketing
- Eindividual marketing
30 Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.
- Aconcentrated
- Bdifferentiated
- Cindividual
- Dmass
- Elocal
31By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments.
- Aundifferentiated
- Bdifferentiated
- Cniche
- Dlocal
- Eindividual
32BritWay Ventures, a leading producer of soft drinks, is considering a differentiated marketing strategy. It is most likely important that the company weighs increased sales against ________ before selecting this strategy.
- Adecreased production
- Bincreased demand
- Cincreased costs
- Ddecreased prices
- Eincreased profits
33Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.
- Areduced sales in each market segment
- Bweaker product position in each market segment
- Chigher costs of doing business
- Dredundancy in product design across market segments
- Esmaller market share in the industry
34A successful niche marketing strategy relies on a firm's ________.
- Aavailability of services
- Bproduct positioning
- Csuperior products
- Dknowledge of customer needs
- Eaffordable pricing
35Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________.
- Aundifferentiated marketing
- Bmulti-segmented marketing
- Cindividual marketing
- Dlocal marketing
- Econcentrated marketing
36The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.
- Aniche marketing
- Bmicromarketing
- Csegmented marketing
- Dglobal marketing
- Eundifferentiated marketing
37________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.
- ADifferentiated
- BMass
- CNiche
- DLocal
- EIndividual
38Which of the following is true about local marketing?
- AIt does not cater to individual stores.
- BIt does not support evolving technologies.
- CIt increases manufacturing costs.
- DIt increases economies of scale.
- EIt reduces logistical issues.
39Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice ________.
- Aniche marketing
- Bmulti-segmented marketing
- Clocal marketing
- Dmass marketing
- Eindividual marketing
40When 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 engaging in ________.
- Aconcentrated marketing
- Bmass marketing
- Cmass customization
- Ddifferentiated marketing
- Elocal marketing
41Which of the following is true of product positioning?
- AA product's position is defined by the number of competitors in a market.
- BProduct positioning has little influence on the design of marketing mixes.
- CConsumers generally reevaluate products every time they make a buying decision
- DTo simplify the buying process, consumers are likely to position products in their minds.
- EConsumers cannot position products without the help of marketers.
42Through ________, brands can be differentiated on features, performance, or style and design.
- Apeople differentiation
- Bchannel differentiation
- Cprice differentiation
- Dservices differentiation
- Eproduct differentiation
43Companies are likely to gain ________ through speedy, convenient, or careful delivery of products.
- Aprice differentiation
- Bproduct differentiation
- Cchannel differentiation
- Dservices differentiation
- Epeople differentiation
44Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?
- Aservices differentiation
- Bchannel differentiation
- Cpeople differentiation
- Dproduct differentiation
- Eprice differentiation
45Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.
- Aimage
- Bpeople
- Cservices
- Dproduct
- Echannel
46Customers recognize the products of Breads & Butters, a coffee shop, by identifying the "twisted bread" logo that helped the firm revolutionize its products. In this case, the firm has differentiated itself through its ________.
- Aimage
- Bpeople
- Cservices
- Dchannel
- Epositioning
47When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.
- Aimage
- Bpeople
- Cusage-rate
- Duser-status
- Echannel
48Which of the following is true of perceptual positioning maps?
- AThey are used by marketers to divide a market into smaller groups with distinct characteristics.
- BThey are used by marketers to identify supplier and retailer perceptions of a product.
- CThey are used to analyze consumer perceptions of a brand versus competing products.
- Dhey are used to divide buyers into groups based on their perceived income and age.
- EThey are used to plot the geographic segments that a company needs to target.
49Estel, a kitchen-cabinet manufacturer, positions its cabinets as furniture with superior craftsmanship and durability. This is an example of ________ differentiation.
- Aproduct
- Bservices
- Cimage
- Dpeople
- Echannels
50A brand difference is said to be preemptive if ________.
- Acompetitors cannot easily copy the difference
- Bbuyers can afford to pay for the difference
- Cthe difference can be introduced profitably
- Dthe difference is communicable
- Ethe difference is beneficial to customers
51Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.
- Amore-for-more
- Bmore-for-the-same
- Cmore-for-less
- Dall-or-nothing
- Esame-for-less
52Using a(n) ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.
- Amore-for-the-same
- Bmore-for-less
- Cthe-same-for-less
- Dless-for-much-less
- Eless-for-more
53Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?
- Amore for the same
- Bmore for less
- Cthe same for less
- Dless for much less
- Emore for more
54The less-for-much-less positioning involves meeting consumers' requirements for ________.
- Amoderate quality at a higher price
- Blower quality for a lower price
- Clower quality at a higher price
- Dhigher quality at a discounted rate
- Ehigher quality at the lowest possible price
55Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.
- Amore-for-the-same
- Bmore-for-less
- Csame-for-less
- Dless-for-much-less
- Emore-for-more
Information
- Description
- Mercadeo Testbank: Marketing an introduction 12e Cap 6
- Author
- Aurielis Montes
- Language
- Español
- Views
- 15
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