Have an account?
Skip to Content
12 questions
Show Answers
See Preview
- Multiple ChoicePlease save your changes before editing any questions.
1) Ronaldo wants to develop an Internet auction-based business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to
A) differentiate his product line.
B) consider future customer loyalty.
C) create a perceptual map.
D) select a target market.
E) divide geographic segments into lifestyle groups.
- Multiple ChoicePlease save your changes before editing any questions.
2) When Starbucks first opened, many critics suggested, "No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be ________ to the company's offerings.
A) responsive
B) perceptive
C) identifiable
D) reachable
E) quantifiable
- Multiple ChoicePlease save your changes before editing any questions.
3) Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being
A) substantial.
B) perceptive.
C) identifiable.
D) reachable.
E) quantifiable.
- Multiple ChoicePlease save your changes before editing any questions.
4) Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of _____
A) micromarketing.
B) concentrated targeting.
C) psychographic segmentation.
D) differentiated targeting.
E) undifferentiated targeting.
- Multiple ChoicePlease save your changes before editing any questions.
5) For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.
A) concentrated targeting
B) lifestyle segmentation
C) benefit segmentation
D) undifferentiated targeting
E) differentiated segmentation
- Multiple ChoicePlease save your changes before editing any questions.
6) Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.
A) concentrated targeting
B) micromarketing
C) benefit targeting
D) differentiated targeting
E) undifferentiated targeting
- Multiple ChoicePlease save your changes before editing any questions.
7) When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) ________ targeting strategy.
A) concentrated
B) micromarketing
C) benefit-driven
D) differentiated
E) undifferentiated
- Multiple ChoicePlease save your changes before editing any questions.
8) Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using
A) the value proposition.
B) salient attributes.
C) symbols.
D) the competition.
E) perceptual maps.
- Multiple ChoicePlease save your changes before editing any questions.
9) We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on Answer: B
A) the value proposition.
B) product attributes.
C) symbols.
D) competitive comparisons.
E) profitability.
- Multiple ChoicePlease save your changes before editing any questions.
10) Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based primarily on
A) the value proposition.
B) product attributes.
C) symbols.
D) competitive comparisons.
E) profitability.
- Multiple ChoicePlease save your changes before editing any questions.
11) Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is NOT substantial.
True
False
- Multiple ChoicePlease save your changes before editing any questions.
12) For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.
T
False