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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

Market Segmentation, Targeting and Positioning

Multiple Choice Quiz


1		One of the most visited castles in the world is Ludwig II's Neuschwanstein in the Bavarian region of Germany. More than 10,000 people visit the castle each day during the summer season. Because there is little else in the town for tourists to do, German entrepreneurs have turned the road leading up to the castle into a shopping mall filled with art boutiques and souvenir stands. When visitors complete their visit to the castle, they walk past the shops on the way down to town. The castle's visitors represent the _____ for the boutiques.
			A)	sales potential
			B)	business user
			C)	target market
			D)	market potential
			E)	demographic mix


2		Market segmentation:
			A)	identifies and describes target markets.
			B)	often results in firms aiming at smaller and less profitable markets
			C)	makes it possible for a company to use one marketing mix to reach its total market.
			D)	implies that each individual should be treated as a separate market segment.
			E)	is accurately described by all of the above.


3		If Kenmore decided to target areas of the nation that receive 5 inches or less rain annually for its new dishwasher that is designed to use less gallons per use than currently available dishwashers, it would be an example of _____ segmentation.
			A)	geographic
			B)	demographic
			C)	behavioral
			D)	usage-rate
			E)	psychographic


4		The market for fine wines is continuing to age. Assume a wine maker is interested in increasing the usage rate among young, occasional wine drinkers. Which of the following strategies could be used?
			A)	Use multiple packaging.
			B)	Use 20- to 30-year-old people in ads for bourbon and scotch.
			C)	Lower prices.
			D)	Encourage travel agents to promote trips to wine producing areas and wine-tasting tours.
			E)	Do any of the above


5		The bases used business market segmentation include:
			A)	customer location
			B)	purchase criteria.
			C)	customer size.
			D)	buying situation.
			E)	all of the above


6		A market aggregation strategy is also known as a differentiated-market strategy
			A)	True.
			B)	False.


7		_____ is the strategy by which one firm attempts to distinguish its product from competitive brands offered to the same aggregate market.
			A)	Product segmentation
			B)	Market segmentation
			C)	Product development
			D)	Market differentiation
			E)	Product differentiation


8		The ad for Tide laundry detergent portrays it as the most effective stain remover on the market, at a cost similar to other brands. Its manufacturer Procter & Gamble is using a _____ strategy to describe Era in relation to all its competitors
			A)	targeting
			B)	market development
			C)	product penetration
			D)	positioning
			E)	diversification


9		A market factor is simply a market index expressed as a percentage
			A)	True
			B)	False


10		When mobile pagers were introduced, their manufacturer could use correlation analysis to forecast market demand for this new product.
			A)	True
			B)	False

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