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Chapter Eight Quiz

Kyle Stefanski 10 questions

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Questions in this quiz (10)

  1. 1Positioning a product or brand effectively involves taking four steps, one of which includes
    1. Adeciding whether to keep or delete a product group or item.
    2. Bdeciding which of your competitors would be the most effective partner in a corporate merger.
    3. Cdeveloping a new marketing program that conforms to your leading competitor’s offering.
    4. Didentifying market niches that were not previously discovered during the market segmentation process.
    5. Eidentifying the important attributes for the product or brand class.
  2. 2Which of the following is a variable that could be used for demographic segmentation of consumer markets?
    1. Agender
    2. Bcity size
    3. CNAICS code
    4. Dpersonality
    5. Eusage rate
  3. 3A business firm uses market segmentation to respond more effectively to the wants of groups of potential buyers in order to
    1. Amaintain market share.
    2. Bincrease sales and profits.
    3. Cbe more socially responsible.
    4. Duse fewer of the firm’s resources.
    5. Eprovide the best quality products on the market.
  4. 4Two major types of product positioning are
    1. Acompetitive and consumer.
    2. Bhead-to-head and perceptual.
    3. Cbehavioral and psychological.
    4. Dhead-to-head and differentiation.
    5. Edifferentiation and segmentation.
  5. 5Which of the following statements is most accurate about build-to-order (BTO) manufacturing?
    1. ABTO is similar to mass customization except that BTO allows for fewer options.
    2. BBTO manufacturing leads to an increase in work-in-process inventories.
    3. CBTO manufacturing, such as the process Apple uses, allows firms to offer manufacturer products well ahead of orders for them.
    4. DBTO manufacturing increases delivery times to customers because factories are usually not located near most customers.
    5. EBTO manufacturing allows marketers to use a two-tier Tiffany/Walmart strategy.
  6. 6Dollar Shave Club asks men to “Shave Money, Shave Time” in its commercials; it offers high-quality blades available by mail for a few dollars a month. Dollar Shave Club’s advertising promotes the time- and money-saving aspects of its product as an example of
    1. Aproduct positioning.
    2. Bmass customization.
    3. Cproduct differentiation.
    4. Dsegments of one and mass customization.
    5. Erepositioning.
  7. 7There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has grouped both potential buyers and products to be sold?
    1. Aexecute marketing program actions
    2. Bdevelop a market-product grid and estimate size of markets
    3. Cidentify market needs
    4. Dtake marketing actions to reach the target market
    5. Egroup prospective buyers into market segments
  8. 8An important part of creating a market-product grid is to
    1. Adevelop marketing actions for each market segment.
    2. Bidentify company strengths and weaknesses.
    3. Cestimate the size of the markets.
    4. Dcompare, in two dimensions, a firm’s position relative to its competitors.
    5. Eplot the market growth rate and relative market share of a firm’s offering.
  9. 9Which of the following is a criterion used to select a target market segment?
    1. Acosts of reaching the segment
    2. Bpotential for increased profit
    3. Csimilarity of needs of potential buyers within a segment
    4. Ddifference of needs of buyers among segments
    5. Epotential of a marketing action to reach a segment
  10. 10Which of the following is an example of a single product with multiple market segments?
    1. AReebok makes tennis shoes, running shoes, walking shoes, and Weeboks.
    2. BReach Toothbrush is available in a soft, medium, and hard bristle for adults and kids.
    3. CKellogg’s and Post both make bran cereals with raisins to reach health-conscious consumers.
    4. DJohnson’s Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.
    5. EQuaker Oats oatmeal sells both its hot cereals and cold cereals to people of all ages.

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Marketing Quiz on Chapter Eight Quiz, created by Kyle Stefanski on 28/09/2019.
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