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Mercadeo parte 2
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Questions in this quiz (30)
1Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices?
- Amore for the same
- Bmore for less
- Csame for less
- Dmore for more
- Eless for much less
2Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition.
- Amore-for-the same
- Bmore-for-less
- Csame-for-less
- Dmore-for-more
- Esame-for-same
3Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category?
- Amission statement
- Bvision statement
- Cprofit statement
- Dpositioning statement
- Einventory statement
4Zeal is a popular automobile brand, and its positioning statement reads as follows: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement?
- Apoint of difference
- Btarget audience
- Cbrand name
- Dproduct category
- Eneed
5Company and brand positioning should be summed up in a ________.
- Amission statement
- Bvision statement
- Cprofit statement
- Dpositioning statemen
- Ecorporate statement
6Companies today are moving away from target marketing and toward mass marketing.
- ATrue
- BFalse
7While designing a customer-driven marketing strategy, marketers are likely to divide the market into smaller segments.
- ATrue
- BFalse
8Josie's, a gift store with a presence in multiple nations, divides its markets into units of nations, regions, and cities. This is an example of geographic segmentation.
- ATrue
- BFalse
9Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.
- ATrue
- BFalse
10Demographic factors are the most popular bases for segmenting customer groups.
- ATrue
- BFalse
11Demographic variables are generally more difficult to measure than most other types of variables.
- ATrue
- BFalse
12Companies that use income segmentation always target the affluent.
- ATrue
- BFalse
13LaGrange, a floral boutique, segments its customers into three groups: those who frequently use their services, those who have never used their services, and potential users. This is an example of usage-rate segmentation.
- ATrue
- BFalse
14Marketers typically limit their market segmentation analysis to a single variable in order to simplify the process.
- ATrue
- BFalse
15Clusters of marketable groups of customers with similar likes, dislikes, lifestyles, and purchase behaviors can be identified by multivariable segmentation systems that merge and analyze geographic, demographic, lifestyle, and behavioral data.
- ATrue
- BFalse
16Business and consumer marketers use many of the same variables to segment their markets
- ATrue
- BFalse
17Light users are often a small percentage of a company's market but account for a high percentage of total consumption.
- ATrue
- BFalse
18New communications technologies are likely to eliminate the need for markets to be geographically segmented as clusters of countries.
- ATrue
- BFalse
19For market segments to be beneficial for companies, they must be measurable.
- ATrue
- BFalse
20The largest, fastest-growing market segments are generally the most attractive ones for smaller companies.
- ATrue
- BFalse
21A segment is more attractive if it already contains many strong and aggressive competitors.
- ATrue
- BFalse
22A market segment with powerful suppliers controlling the prices is more attractive than a segment with less powerful suppliers.
- ATrue
- BFalse
23Even if a segment has the right size and growth and is structurally attractive, a company must consider its own objectives and resources before targeting that segment.
- ATrue
- BFalse
24Using a differentiated marketing strategy, a company is likely to design a product and a marketing program that will appeal to the largest number of buyers.
- ATrue
- BFalse
25Companies with limited financial and personnel resources should most likely avoid concentrated or niche marketing until their earnings improve.
- ATrue
- BFalse
26Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies
- ATrue
- BFalse
27When a company chooses a target marketing strategy for a product, its choices are most likely influenced by the product's life-cycle stage.
- ATrue
- BFalse
28A company or brand image should convey a product's distinctive benefits and positioning.
- ATrue
- BFalse
29 A more-for-more market offering not only offers higher quality but also gives prestige to a buyer.
- ATrue
- BFalse
30Cian, an automobile manufacturer, offers a new car model with features comparable to that of another popular brand. However, the Cian model is priced lower than its competitor and includes a longer warranty. Cian is most likely following a more-for-the-same strategy.
- ATrue
- BFalse
Information
- Description
- Marketing: An introduction 12e Testbank Cap 6 parte 2
- Author
- Aurielis Montes
- Language
- Español
- Views
- 3
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