Mercadeo parte 2

Question 1

Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices?

Accepted Answer

more for less

Answer

more for the same

Answer

same for less

Answer

more for more

Answer

less for much less

Question 2

Household 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.

Accepted Answer

more-for-less

Answer

more-for-the same

Answer

same-for-less

Answer

more-for-more

Answer

same-for-same

Question 3

Which 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?

Accepted Answer

positioning statement

Answer

mission statement

Answer

vision statement

Answer

profit statement

Answer

inventory statement

Question 4

Zeal 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?

Accepted Answer

point of difference

Answer

target audience

Answer

brand name

Answer

product category

Answer

need

Question 5

Company and brand positioning should be summed up in a ________.

Accepted Answer

positioning statemen

Answer

mission statement

Answer

vision statement

Answer

profit statement

Answer

corporate statement

Question 6

Companies today are moving away from target marketing and toward mass marketing.

Answer

true

Question 7

While designing a customer-driven marketing strategy, marketers are likely to divide the market into smaller segments.

Answer

true

Question 8

Josie'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.

Answer

true

Question 9

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

Answer

true

Question 10

Demographic factors are the most popular bases for segmenting customer groups.

Answer

true

Question 11

Demographic variables are generally more difficult to measure than most other types of variables.

Answer

true

Question 12

Companies that use income segmentation always target the affluent.

Answer

true

Question 13

LaGrange, 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.

Answer

true

Question 14

Marketers typically limit their market segmentation analysis to a single variable in order to simplify the process.

Answer

true

Question 15

Clusters 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.

Answer

true

Question 16

Business and consumer marketers use many of the same variables to segment their markets

Answer

true

Question 17

Light users are often a small percentage of a company's market but account for a high percentage of total consumption.

Answer

true

Question 18

New communications technologies are likely to eliminate the need for markets to be geographically segmented as clusters of countries.

Answer

true

Question 19

For market segments to be beneficial for companies, they must be measurable.

Answer

true

Question 20

The largest, fastest-growing market segments are generally the most attractive ones for smaller companies.

Answer

true

Question 21

A segment is more attractive if it already contains many strong and aggressive competitors.

Answer

true

Question 22

A market segment with powerful suppliers controlling the prices is more attractive than a segment with less powerful suppliers.

Answer

true

Question 23

Even 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.

Answer

true

Question 24

Using 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.

Answer

true

Question 25

Companies with limited financial and personnel resources should most likely avoid concentrated or niche marketing until their earnings improve.

Answer

true

Question 26

Niche 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

Answer

true

Question 27

When a company chooses a target marketing strategy for a product, its choices are most likely influenced by the product's life-cycle stage.

Answer

true

Question 28

A company or brand image should convey a product's distinctive benefits and positioning.

Answer

true

Question 29

A more-for-more market offering not only offers higher quality but also gives prestige to a buyer.

Answer

true

Question 30

Cian, 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.

Answer

true

Mercadeo parte 2

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