市场营销学题库marketing题库1(7)

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 Answer: B Diff: 2 Page Ref: 192 Skill: Concept Objective: 7-2

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 Answer: A Diff: 1 Page Ref: 193 Skill: Concept Objective: 7-2

6) You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________. A) accessible B) measurable C) reachable D) differentiable E) observable Answer: D Diff: 2 Page Ref: 201 Skill: Concept Objective: 7-2

7) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one? A) segment size B) segment growth

C) segment structural attractiveness D) company values E) company resources Answer: D

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Diff: 3 Page Ref: 201 Skill: Concept Objective: 7-3

8) Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list? A) relative power of buyers

B) lack of powerful suppliers to control prices C) few substitute products

D) competition with superior resources E) financial resources Answer: D Diff: 2 Page Ref: 201 Skill: Concept Objective: 7-3

9) Which of the following is NOT one of the reasons a segment would be less attractive to a company? A) strong competitors B) substitute products C) concentrated market D) power of buyers E) power of suppliers Answer: C Diff: 2 Page Ref: 201 Skill: Concept Objective: 7-3

10) In general, a company should enter only segments in which it can ________ and ________.

A) offer lower prices; ship faster

B) offer superior value; gain advantages over competitors C) offer superior value; ship faster

D) gain advantages over competitors; differentiate its products E) identify behaviors; understanding spending power Answer: B Diff: 3 Page Ref: 201 Skill: Concept Objective: 7-3

11) Which of the segmenting strategies carries higher-than-average risks in consumer markets?

A) concentrated B) mass

C) differentiated D) undifferentiated

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E) multiple-segment Answer: A Diff: 3 Page Ref: 205 Skill: Concept Objective: 7-3

12) As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing. A) niche B) mass

C) differentiated D) undifferentiated E) micro Answer: E Diff: 2 Page Ref: 205 Skill: Concept Objective: 7-3

13) ________ tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. A) Undifferentiated

B) Differentiated marketing C) Niche marketing D) Local marketing E) Individual marketing Answer: D Diff: 1 Page Ref: 205 Skill: Concept Objective: 7-3

14) Which of the following is the narrowest marketing strategy? A) segmented strategy B) local marketing

C) differentiated marketing D) mass marketing

E) undifferentiated marketing Answer: B Diff: 3 Page Ref: 202 Skill: Concept Objective: 7-2

15) Which of the following is NOT a drawback of local marketing? A) It can drive up manufacturing costs.

B) It can drive up marketing costs by reducing economies of scale.

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C) It can create logistics problems.

D) A brand's overall image might be diluted through too much variation. E) Supporting technologies are expensive. Answer: E Diff: 3 Page Ref: 206 Skill: Concept Objective: 7-3

16) In target marketing, the issue is not really who is targeted, but rather ________ and for ________. A) why; what B) how; what C) why; how long D) where; how long E) how; where Answer: B Diff: 2 Page Ref: 209 AACSB: Ethical Reasoning Skill: Concept Objective: 7-3

17) Which group determines a product's position relative to competing products? A) manufacturers B) wholesalers C) retailers D) consumers E) suppliers Answer: D Diff: 1 Page Ref: 209 Skill: Concept Objective: 7-4

18) A product's position is based on important attributes as perceived by ________. A) suppliers B) competitors

C) market conditions D) consumers E) managers Answer: D Diff: 2 Page Ref: 209 Skill: Concept Objective: 7-4

19) Consumers position products and services ________. A) after marketers put marketing mixes in place

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B) generally after consulting friends who use them C) with or without the help of marketers D) only reluctantly

E) based on nearby competitors' positions Answer: C Diff: 1 Page Ref: 209 Skill: Concept Objective: 7-4

20) Which of the listed choices is NOT a positioning task?

A) identifying a set of possible competitive advantages upon which to build a position B) surveying frequent users of the product C) selecting an overall positioning strategy

D) effectively communicating and delivering the chosen position to the market E) selecting the right competitive advantages Answer: B Diff: 2 Page Ref: 210 AACSB: Communication Skill: Concept Objective: 7-4

21) Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following terms does NOT apply to this type of marketing? A) one-to-one B) customized C) markets-of-one D) concentrated

E) mass customization Answer: D Diff: 3 Page Ref: 206 AACSB: Analytic Skills Skill: Application Objective: 7-3

22) The Jay Group hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors do. The Jay Group has gained a strong competitive advantage through which type of differentiation? A) image B) people C) services D) product E) channel Answer: B Diff: 2 Page Ref: 213

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