Quiz
MARKETING CH 6: Customer Value-Driven Marketing Strategy: Creating
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Fragen in diesem Quiz (37)
1Dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies is known as __________.
- Amarket targeting
- Bpositioning
- Cdifferentiation
- Dmarket segmenting
- Emass marketing
2Through its mobile Whopper Detour promotion, Burger King offered discounted Whoppers to people close to a competing McDonald's restaurant. This is an example of which of the following?
- AHyperlocal social marketing
- BDemographic segmentation
- CGender-neutral marketing
- DOccasion marketing
- EUser status segmentation
3H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward high-end exotic-vehicle collectors with ample leisure time. H2Coast most likely segments the consumer market based on ________ variables.
- Ageographic
- Bbehavioral
- Cdemographic
- Dpsychographic
- Euniversal
4User status, usage rate, and loyalty status are examples of which type of segmentation variable?
- ADemographic segmentation
- BPsychographic segmentation
- CGeographic segmentation
- DBehavioral segmentation
- EEconomic segmentation
5The type of segmentation that forms segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as _________.
- Ademographic segmentation
- Bbehavioral segmentation
- CIntermarket segmentation
- Dgeographic segmentation
- Elifestyle segmentation
6The type of segment characteristic in which the size, purchasing power, and profiles of the segments can be quantified is known as __________.
- Aaccessible
- Bdifferentiable
- Cmeasurable
- Dactionable
- Esubstantial
7In 2015 Target eliminated its "pink" and "blue" aisles, and it now sells lines such as a collection of back-to-school clothing, accessories, backpacks, and bedding that appeals to both boys and girls. This is an example of which type of marketing?
- AIncome
- BHyperlocal
- CLifestyle
- DGender-neutral
- EAge and life-cycle
8Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.
- Apsychographic
- Bincome
- Cdemographic
- Dage and life-cycle
- Eoccasion
9When a company engages in ________marketing it ignores market segment differences and targets the whole market with one offer.
- Asegmented
- Bconcentrated
- Cmass
- Ddifferentiated
- Eniche
10Which type of market-coverage strategy involves targeting several market segments and designing separate offers for each?
- AMicromarketing
- BUndifferentiated marketing
- CConcentrated marketing
- DNiche marketing
- EDifferentiated marketing
11Which value proposition offers not only higher quality, but also confers prestige upon the buyer?
- ALess for much less
- BMore for more
- CThe same for less
- DMore for less
- EMore for the same
12Amazon is now promising same-day pick-up of goods as well as local secure pick-up points. What point of differentiation is this?
- AChannel differentiation
- BPeople differentiation
- CImage differentiation
- DProduct differentiation
- EServices differentiation
13If competitors cannot easily copy the benefit a company chooses to promote, that benefit is said to be _______
- Adistinctive
- Bsuperior
- Cprofitable
- Dpreemptive
- Eaffordable
14What is market segmentation?
- AEvaluating each market segment's attractiveness and selecting one or more market segments to enter
- BMarketing to a mass market of homogenous buyers
- CDifferentiating the firm's market offering to create superior customer value
- DDividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes
- EArranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
15____ involves differentiating a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
- ATargeting
- BUndifferentiated marketing
- CIntermarket segmentation
- DPositioning
- ESegmenting
16________ is the act of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.
- APositioning
- BHyperlocal social marketing
- CDifferentiation
- DMarket segmentation
- EMarket targeting
17Once segments have been identified, market ________ evaluates each segment's attractiveness and selects one or more to serve.
- Adifferentiation
- Bmicromarketing
- Ctargeting
- Dsegmentation
- Epositioning
18In addition to segmentation and targeting, there are two other major steps in designing a customer value-driven market strategy: ________ seeks to create superior customer value in the mind of the consumer, and ________ seeks to firmly place the market offering in the minds of target customers.
- Adifferentiation; segmentation
- Bdifferentiation; positioning
- Cpositioning; segmentation
- Dpositioning; target marketing
- Epositioning; differentiation
19What are the four major steps in designing a customer value-driven marketing strategy, in the correct sequence?
- APositioning, market segmentation, market targeting, and differentiation
- BMarket targeting, market segmentation, differentiation, and positioning
- CMarket segmentation, differentiation, market targeting, and positioning
- DMarket segmentation, market targeting, differentiation, and positioning
- EMarket segmentation, market targeting, positioning, and differentiation
20Major variables used to segment consumer markets include which of the following?
- AGeographic, demographic, psychographic, and psychological
- BEthnicity, geographic, gender, and income
- CIncome, gender, age, and ethnicity
- DIncome, age, geographic, and lifestyle
- EGeographic, demographic, psychographic, and behavioral
21Which of the following describes the variables that marketers use to segment business markets that differ from the variables used to segment consumer markets?
- AOperating characteristics, purchasing approaches, pricing, and demographics
- BOperating characteristics, purchasing approaches, situational factors, and demographics
- COperating characteristics, geography, situational factors, and pricing
- DOperating characteristics, purchasing approaches, situational factors, and geography
- EOperating characteristics, purchasing approaches, situational factors, and personal characteristics
22There are four major variables that might be used in segmenting consumer markets. Those major variables are ________ variables.
- Ageographic, demographic, economic, and behavioral
- Bgeographic, demographic, psychographic, and behavioral
- Cgeographic, demographic, political, and economic
- Dgeographic, demographic, cultural, and behavioral
- Egeographic, demographic, psychographic, and political
23The explosion in the men's personal care industry, with many cosmetics brands now successfully marketing men's lines is an example of ________ segmentation.
- Aage and life-cycle
- B.
income - Cgender
- Dbehavioral
- Epsychographic
24Although business marketers use many of the same variables to segment their markets, they also use some additional variables, which include all of the following EXCEPT ________.
- Amanagement factors
- Bpurchasing approaches
- Ccustomer operating characteristics
- Dpersonal characteristics
- Esituational factors
25When effective programs can be designed for attracting and serving market segments, these segments are ________.
- Adifferentiable
- Bsubstantial
- Caccessible
- Dmeasurable
- Eactionable
26To target the best market segments, the company first evaluates various factors related to market attractiveness. Of the following, which is NOT one of those factors?
- AEvaluation of each segment's structural attractiveness
- BEvaluation of each segment's size characteristics
- CEvaluation of each segment's growth characteristics
- DCompatibility with company mission and vision
- ECompatibility with company objectives and resources
27In which targeting strategy does a firm go after a large share of one or a few smaller segments?
- ADifferentiated marketing
- BUndifferentiated marketing
- CMass marketing
- DMicromarketing
- EConcentrated marketing
28To determine which market segments to target and serve, the company first evaluates which of the following for each segment?
- ASize and growth characteristics and compatibility with company objectives and resources only
- BSize and growth characteristics only
- CCompatibility with company objectives and resources only
- DSize and growth characteristics, structural attractiveness, and compatibility with company objectives and resources
- ESize and growth characteristics and structural attractiveness only
29One important consideration in using a differentiated targeting strategy is that _______.
- Ait can increase costs
- Bfocusing on what is common in consumers can potentially appeal to the largest number of buyers
- Cthe demand for customized products is decreasing
- Dserving one or a few smaller segments can limit sales
- Eit is easier for the company because it only needs to manage one market offering
30Firms with limited resources often target a market niche that is either ignored or unimportant to larger firms. This represents a(n) _______ strategy.
- Adifferentiated marketing
- Bundifferentiated marketing
- Cmicromarketing
- Dmass marketing
- Econcentrated marketing
31Which factor would make a target segment more attractive?
- AContains many strong competitors
- BBuyers have strong bargaining power relative to sellers
- CMany possible substitute products exist
- DChallenging for new entrants to come into the segment
- EContains powerful suppliers
32Which of the following is NOT one of the specific ways in which companies can differentiate their market offerings?
- AProduct differentiation
- BImage differentiation
- CServices differentiation
- DChannel differentiation
- ECompetitor differentiation
33The _____________ is a brand's full positioning or the full mix of benefits on which the brand is positioned.
- Avalue proposition
- Bbrand's personality and voice
- Cdifferentiation strategy
- Dtarget marketing strategy
- Epositioning map
34Once a company has decided which segments to enter, it must decide on its ________ strategy.
- Apositioning and differentiation
- Bchannel and distribution
- Cadvertising and sales promotion
- Dfinancial and revenue
- Esales and marketing
35Which type of positioning involves providing the most upscale product or service and charging a higher price to cover the higher costs?
- AMore for more
- BMore for less
- CLess for much less
- DThe same for less
- EMore for the same
36The full positioning of a brand is called the brand's ________, which is the full mix of benefits on which a brand is differentiated and positioned.
- Abenefit proposition
- Bdifferentiation statement
- Coverall brand strategy
- Dvalue proposition
- Epositioning statement
37What are perceptual positioning maps used for?
- ATo implement a particular positioning strategy
- BTo show consumer perceptions of different brands on important buying dimensions
- CTo show consumer perceptions of an individual brand on important buying dimensions
- DTo find where to best position a product on a store shelf
- ETo compare a company's profitability with the profitability of competitors
Informationen
- Beschreibung
- EXAM PREP CHAPTER 6
- Autor
- itachi uchiha
- Sprache
- English
- Aufrufe
- 918
- Schlagwörter
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