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Multiple Choice Quiz
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1
Which of the following is an example of a single product with multiple market segments?
A)Reebok makes tennis shoes, running shoes, walking shoes, and Weeboks.
B)Reach Toothbrush makes several versions of its toothbrush, which are available in a soft, medium, and hard bristle and a short or normal length head.
C)Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.
D)Kellogg's and Post both make bran cereals with raisins.
E)Quaker Oats oatmeal sells both its hot cereals and cold cereals to people of all ages.
2
Organizational synergy is the increased customer value achieved through:
A)performing organizational functions more efficiently.
B)more discounts or larger rebates at the point of sale.
C)involvement of the ultimate consumer in product feature decision making.
D)an increase in product knowledge and consumer rights.
E)shared ownership of the organization through publically traded stock.
3
There are five steps involved in segmenting and targeting a market. What should a marketer do once he or she has grouped products to be sold into categories?
A)create product groupings
B)develop a market-product grid and estimate size of market
C)identify market needs
D)take marketing actions to reach that target market
E)form prospective buyers into market segments
4
Which of the following is a criterion used in forming market segments?
A)your competitors have similar segments
B)differences between potential suppliers or distributors
C)differences of needs of buyers within segments
D)a potential of marketing action to reach a segment
E)company's historical profitability
5
People who live active outdoor lives are part of the target market for REI, a retail outdoor outfitter. This suggests that REI would segment the market based on which type of customer variable?
A)psychographic segmentation
B)behavioral segmentation
C)situational segmentation
D)socioeconomic segmentation
E)geographic segmentation
6
Consumer markets break behavioral segmentation into criteria based on product features or usage rate. Organizational markets break demographic segmentation into __________ and __________.
A)usage rate; type of outlet
B)global region; statistical area
C)statistical area; annual sales
D)NAICS sector; statistical area
E)NAICS code; number of employees
7
On a traditional market-product grid the horizontal axis represents __________ and the vertical axis represents __________.
A)markets; product groupings
B)products; market share
C)product groupings; markets
D)potential profits; products
E)potential profits; risks
8
Which of the following is a criterion used for selecting a target segment?
A)expected growth
B)potential for increased profit
C)similarity of needs of potential buyers within a segment
D)difference of needs of buyers among segments
E)potential of a marketing action to reach a segment
9
Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about milk. The dairies wanted to __________ milk in the minds of the consumer.
A)segment
B)differentiate
C)reposition
D)explain
E)represent
10
Which of the following data are collected from consumers to develop a perceptual map for a particular product?
A)a listing of all prospective brands and products
B)managerial judgments about how consumers perceive products
C)identification of the important attributes for a product class
D)rank order of the ratings of a existing brand's preference relative to its competitors
E)detailed explanations of why consumers make the choices they do







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