MKTG -Chapter 6 Exam Questions with Verified Solutions Latest Update (Already Passed)
1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.
A) concentrated marketing
B) mass marketing
C) market targeting
D) segmenting
E) differ...
1) When a company identifies the parts of the market it can serve best and most profitably, it is
practicing ________.
A) concentrated marketing
B) mass marketing
C) market targeting
D) segmenting
E) differentiation - Answers C
2) What are the four steps, in order, to designing a customer-driven marketing strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence - Answers C
3) Through market segmentation, companies divide large, heterogeneous markets into smaller
segments that can be reached more ________ with products and services that match their unique
needs.
A) efficiently
B) effectively
C) intensely
D) indirectly
E) both A and B - Answers E
4) Even though several options are available at any one time, there ________ to segment a market.
A) is one single best way
B) is no single way
C) is a most effective way
D) are limited ways
,E) are four ways - Answers B
5) Your firm has decided to localize its products and services to meet local market demands. A good
approach to use would be ________ segmentation.
A) geographic
B) benefit
C) end-use
D) customer
E) image - Answers A
6) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income,
and family life cycle. What type of segmentation does Pendergraff use?
A) geographic
B) behavioral
C) lifestyle
D) demographic
E) psychographic - Answers D
7) Through talking to numerous competitors at a regional trade show, you learn that most of them use
the most popular base for segmenting markets. What is it?
A) demographic
B) gender
C) psychographic
D) behavioral
E) geographic - Answers A
8) Demographic variables are so frequently used in market segmentation because they ________.
A) create smaller segments than other methods do
B) create more easily reached segments than other methods do
C) do not involve stereotypes
D) are easy to measure in comparison to many other methods
, E) involve fewer attributes to consider than other methods do - Answers D
9) Marketers must be most careful to guard against which of the following when using age and life cycle
segmentation?
A) underestimating
B) stereotyping
C) traditional marketing
D) cultural bias
E) gender bias - Answers B
10) When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely using
which type of segmentation?
A) age and life cycle
B) gender
C) behavior
D) psychographic
E) geographic - Answers B
11) Marketers of automobiles, financial services, and travel are most likely to use which of the following
types of segmentation?
A) gender
B) income
C) occasion
D) usage rate
E) benefits sought - Answers B
12) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a
product is ________ segmentation.
A) behavioral
B) psychographic
C) age and life cycle
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