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1 | |
Sales of sneakers for the teenage segment represent what fraction of total sales? |
| | A) | one-third |
| | B) | one-fourth |
| | C) | one-half |
| | D) | one-fifth |
| | E) | two-thirds |
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2 | |
New Balance targeted which age group in the sneaker market? |
| | A) | Generation X |
| | B) | Generation Y |
| | C) | Baby Boomer |
| | D) | Mature Market |
| | E) | All of the above |
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3 | |
A market segment would have a collection of prospective buyers that are: |
| | A) | ready to buy |
| | B) | showing unfilled needs |
| | C) | demographically challenged |
| | D) | relatively heterogeneous |
| | E) | relatively homogeneous |
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4 | |
In economic terms, market segmentation is relating the organization actions (supply) to: |
| | A) | Corporate goals |
| | B) | Company mission needs |
| | C) | Customer needs |
| | D) | SBU tactics |
| | E) | A market place |
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5 | |
A market product grid is a framework to relate the segments of a market to: |
| | A) | the needs of management |
| | B) | products offered by the firm |
| | C) | potential demographics to be used |
| | D) | future sales |
| | E) | environmental concerns |
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6 | |
Markets should not be segmented when: |
| | A) | the customer does not want to be segmented |
| | B) | it is against the law |
| | C) | the economic clouds turn dark and dangerous |
| | D) | the company might be growing too fast |
| | E) | expenses exceed potential revenues from segmenting |
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7 | |
Which group is not an actual two-tier marketing example: |
| | A) | GM/Saturn |
| | B) | Sears/K-Mart strategies |
| | C) | Gap/Old Navy |
| | D) | Walt Disney stores/Zellers |
| | E) | Corel Corp. |
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8 | |
The Walt Disney company has carefully marketed Winnie-the-Pooh on a two-tier track by making sure the two separate lines are: |
| | A) | of the same quality |
| | B) | never sold together in the same store |
| | C) | sold in all stores to maximize sales |
| | D) | readily available but at different counters of the store |
| | E) | TQM oriented |
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9 | |
Mass customization has been made possible by and . |
| | A) | toll free service, friendly customer service representatives. |
| | B) | Internet ordering, flexible manufacturing and marketing processes. |
| | C) | computer-aided design (CAD), Internet ordering. |
| | D) | toll free service, computer-aided design (CAD) |
| | E) | Internet ordering, friendly customer service representatives |
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10 | |
One of the following is not a criteria when forming segments: |
| | A) | potential for higher profits and ROI |
| | B) | similarity of needs |
| | C) | feasibility of reaching reasonable costs |
| | D) | fewer customer complaints |
| | E) | difference in needs of buyers among segments |
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11 | |
Income, education, and gender are examples of: |
| | A) | demographics. |
| | B) | social class. |
| | C) | hierarchy. |
| | D) | psychographics. |
| | E) | values. |
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12 | |
Using the Goldfarb segments, the discontented like to purchase package deals because: |
| | A) | they are a better value. |
| | B) | they are loyal to frequent buyer programs. |
| | C) | they do not want to make decisions. |
| | D) | they are uninformed. |
| | E) | they get confused. |
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13 | |
The usage rate is sometimes referred to in terms of the: |
| | A) | 50/50 rule |
| | B) | high/low rule |
| | C) | 20/80 rule |
| | D) | 100/0 rule |
| | E) | 80/20 rule |
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14 | |
Organizational markets in North America use fewer customer characteristics to segment their markets. The two major groups are: |
| | A) | metropolitan area and NAICS section |
| | B) | NAICS codes ad NAICS section |
| | C) | geographic and demographic |
| | D) | global and national regions |
| | E) | geographic and density |
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15 | |
Selecting target markets mean using criteria such as cost of reaching the segment and : |
| | A) | size and expected growth |
| | B) | and reach of marketing investment |
| | C) | and potential growth and density of population |
| | D) | matching organizational objectives and profit orientation |
| | E) | size and usage rate forecasts |
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16 | |
Wendy's segmentation strategy changed from a "shotgun" approval to a: |
| | A) | "focused beam" approval |
| | B) | "bullet" approval |
| | C) | "rifle" approval |
| | D) | "bombing run" approval |
| | E) | "missile" approval |
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17 | |
In the 1980's, Apple Computers' segmentation approach was referred to as: |
| | A) | Broad Based" |
| | B) | Scrambled Eggs" |
| | C) | What do ya call it" |
| | D) | Camp Runamok" |
| | E) | Multiple Directional" |
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18 | |
In the beginning, Apple was less focused on its market and more focused on: |
| | A) | growth |
| | B) | its products |
| | C) | profits |
| | D) | forecasting technology |
| | E) | how to spend their profits |
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19 | |
Two important aspects of cross tabulations are deciding which of two variables to: |
| | A) | Include and when to use them |
| | B) | Relate data to and from |
| | C) | Give more emphasis to |
| | D) | Not use |
| | E) | Pair together |
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20 | |
The perceptual map is a means of displaying or graphing in two dimensions the location of products or brands in the minds of: |
| | A) | Consumers |
| | B) | Managers |
| | C) | Technicians |
| | D) | Quality control managers |
| | E) | Upper management |
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