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1 | |
There is a large Chinese population in British Columbia. The Hong Kong Bank of Canada (HKBC) tries to design its services to attract first-generation Chinese. HKBC uses a _____ strategy. |
| | A) | market aggregation |
| | B) | harvesting |
| | C) | mass marketing |
| | D) | market segmentation |
| | E) | product development |
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2 | |
Laws require children under a certain age to ride in car seats, but not all children are the same size and not all cars are made the same. As a result, it is sometimes difficult to determine whether the child is riding in the best seat. Nissan has launched a safety initiative on its Internet websites, Snug Kids, to provide parents with specific information to help them find the right child seat for their Nissan or Infiniti product lines. This is an example of a _____ strategy. |
| | A) | repositioning |
| | B) | harvesting |
| | C) | market aggregation |
| | D) | product differentiation |
| | E) | targeted differentiation |
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3 | |
Marketers use market segmentation to: |
| | A) | to link market needs to an organization's marketing program. |
| | B) | to relate supply to demand in economic terms. |
| | C) | to develop specific marketing actions related to the 4 P's. |
| | D) | to increase overall sales, profits and/or other organizational goals. |
| | E) | to do all of the above. |
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4 | |
When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids _____, which often leads to extremely high research, engineering, and manufacturing expenses. |
| | A) | the extra cost of developing and producing additional versions of the product |
| | B) | a service gap |
| | C) | indirect distribution and logistics problems |
| | D) | strategic planning |
| | E) | amortization costs |
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5 | |
The ultimate criterion in segmenting markets is that _____ as a result of increased synergy. |
| | A) | investors should make more money |
| | B) | executives should get larger salaries |
| | C) | products should be made more cheaply |
| | D) | customers should be better off |
| | E) | the government should collect more taxes |
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6 | |
Modern Maturity magazine is a publication that is sent to all AARP members (who by organization definition have to be at least 50-years-old to join). The market segment for Modern Maturity magazine was defined by: |
| | A) | usage rates. |
| | B) | usage patterns. |
| | C) | buyer situations. |
| | D) | demographic characteristics. |
| | E) | psychographic characteristics. |
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7 | |
Nyquil advertises that it alleviates "the nighttime, sniffling, sneezing, coughing, aching, stuffy head, fever" and helps you get the rest you need to get better. Nyquil uses a segmentation strategy based on _____ variables. |
| | A) | geographic |
| | B) | socioeconomic |
| | C) | benefits sought |
| | D) | product knowledge |
| | E) | demographic |
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8 | |
The target market for cooking books is predominantly female and over 25 while the readership for comic books is mainly males between the ages of 15 to 25. This is important _____ information for a publisher to know. |
| | A) | geographic |
| | B) | demographic |
| | C) | socioeconomic |
| | D) | benefits sought |
| | E) | behaviour |
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9 | |
The 80/20 rule is most closely related to which consumer segmentation variable? |
| | A) | geographic |
| | B) | psychographic |
| | C) | benefits sought |
| | D) | behaviour |
| | E) | usage |
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10 | |
Which of the following variables is NOT commonly used to segment organizational markets? |
| | A) | ownership type |
| | B) | location |
| | C) | NAICS code |
| | D) | benefits sought |
| | E) | number of employees |
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11 | |
J. T. Baker is a company that sells mercury spill cleanup products to companies that use mercury in their production process. J.T. Baker sells aspirators for cleaning up larger spills, gloves, scoops, absorbents for eliminating vapors, and a mercury indicator paste for finding small droplets. Any of these supplies can be purchases separately or as a kit. J.T. Baker uses _____ segmentation to sell its products. |
| | A) | benefits sought |
| | B) | buying condition |
| | C) | demographic |
| | D) | geographic |
| | E) | nature of goods |
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12 | |
Which of the following statements describes an advantage associated with the use of cross tabulation? |
| | A) | Cross tabulations can easily be generated by personal computers. |
| | B) | Cross tabulations provide an easy means of communicating information to management. |
| | C) | Cross tabulations have great flexibility. |
| | D) | Cross tabulations can be used to summarize experimental, observational, and questionnaire data. |
| | E) | All of the above statements describe advantages associated with the use of cross tabulation. |
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13 | |
If you wanted to determine the relationship between age and number of magazines subscribed to, you could use: |
| | A) | standard deviation. |
| | B) | hypothesis testing. |
| | C) | cross-tabulations. |
| | D) | market-product grids. |
| | E) | growth-share matrices. |
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14 | |
A perceptual map most closely resembles a: |
| | A) | matrix with horizontal and vertical axes. |
| | B) | topographic map. |
| | C) | hierarchical pyramid with the lowest level having many more examples than the top. |
| | D) | cross-tabulation table. |
| | E) | bell curve. |
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15 | |
Which of the following is the best example of repositioning? |
| | A) | When sales of Crest toothpaste plateaued, marketers used a bundling strategy to get customers to buy the toothpaste and a toothbrush. |
| | B) | Snickers introduced a dark chocolate version of its original milk chocolate candy bar. |
| | C) | Slow sales of soup led the Campbell Soup Company to promote recipes using soup as a main ingredient. |
| | D) | While continuing to make its computers designed for business purposes, Packard Bell introduced a computer for ultimate consumers. |
| | E) | Starbucks Coffee Company licenses another company to manufacture and market Starbucks coffee-flavored ice cream. |
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