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Multiple Choice Quiz
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1
A firm's segmentation strategy must be consistent with and derived from the firm's ___________________________ , as well as its current situation.
A)perceptual map
B)disclosure statement
C)mission and objectives
D)self-concept
E)lifestyle
2
If marketers are involved in mass customization, they are engaged in:
A)peripheral concentration.
B)concentrated self-concept development.
C)benefit assessment.
D)differentiated manipulation.
E)one-to-one marketing to the masses.
3
Demographic segmentation is the most common basis of consumer market segmentation, because these segments are:
A)easy to define and usually easy to reach.
B)psychographically distinct.
C)self-value, self-contained segments.
D)defined by the benefits consumers' receive.
E)all of the above.
4
Marketers like Benetton want their ads to appeal to one's _____________, suggesting to consumers "I'm like them, so I should buy their products."
A)lifestyle.
B)self-concept.
C)business-to-business marketing
D)income.
E)demographics
5
Which of the following is NOT one of the VALS segments?
A)Innovators.
B)Experimenters.
C)Thinkers.
D)Achievers.
E)all of the above.
6
Because marketing is all about creating __________ for customers, dividing the market based on benefit segmentation can be quite useful.
A)profits
B)material consumption
C)psychographic satisfaction
D)value
E)ideal point identification
7
Lakeside Estates builds condominiums and targets consumers living in Edmonton who are over 50. Lakeside Estates is using _______________ segmentation.
A)benefit
B)self-actualization
C)psychographic
D)loyalty
E)geodemographic
8
One of the reasons marketers utilize ___________________ segmentation is the high cost of finding new customers.
A)geographic
B)benefit
C)psychographic
D)loyalty
E)geodemographic
9
Roger has identified four potential market segments for his Rent-A-Chef home meal catering service. He will then evaluate whether each segment is:
A)substantial.
B)responsive.
C)profitable.
D)reachable.
E)all of the above.
10
If the customers in a segment react similarly and positively to the firm's marketing mix, that market segment is said to be:
A)substantial.
B)perceptive.
C)responsive.
D)reachable.
E)identifiable.
11
Which of the following would be used in calculating the profitability of a segment?
A)fixed costs.
B)segment size.
C)segment adoption percentage.
D)profit margin percentage.
E)all of the above.
12
When selecting a target market, a marketer should:
A)determine a customer's objective.
B)describe past market segments.
C)evaluate the attractiveness of each consumer.
D)Match the firm's competency with a market segment's attractiveness.
E)identify a positioning strategy.
13
Whenever Darrah calls on potential office supply customers, she emphasizes the fact that, unlike the national franchise competitors, she is a local business person and has been in business over twenty years. Darrah is _______________ her business relative to her competition.
A)prospecting
B)customizing
C)positioning
D)pricing
E)creating symbolic associations of
14
______________ is a strategy through which a firm targets several market segments with a different offering for each
A)Differentiated segmentation strategy
B)Concentrate segmentation strategy
C)Undifferentiated segmentation strategy
D)Positioning strategy
E)Targeting strategy
15
Gillette’s following ad jingles: “the best a man can get” is an example of ______________ positioning strategy.
A)Product attributes
B)leadership
C)value
D)symbolism
E)benefits







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