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What can sometimes drive a company from undifferentiated to differentiated marketing?


A) competitive pressures
B) efficient production
C) homogeneous products
D) lower promotional costs

E) A) and C)
F) A) and B)

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Marketers are increasingly shying away from children and teen market segments because of pressures calling for social responsibility on the part of advertisers.

A) True
B) False

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A firm that uses market segmentation assumes that different types of customers with different needs, preferences, and purchasing power can be served by a single marketing mix.

A) True
B) False

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Concentrated marketing disperses the firm's marketing effort among several segments and an upturn in demand in one segment can negatively affect sales in another.

A) True
B) False

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According to researchers in the past decade, what has been an observed change in family life cycle behaviour?


A) the tendency of unmarried people becoming customers for new homes and expensive furnishings
B) the tendency of newly married people cooking at home almost every meal instead of dining out
C) the tendency of "boomerang" children returning home, sometimes with their own families
D) the tendency of parents with a second or subsequent child buying new sets of cribs, changing tables, and so forth for each child

E) C) and D)
F) All of the above

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Why is segmentation by benefits used?


A) to determine the marketer's effectiveness in satisfying the consumer
B) to measure brand loyalty
C) to evaluate post-consumption
D) to focus on the attributes that people seek in a product

E) None of the above
F) A) and B)

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What is the use of psychographic segmentation to marketers?

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Psychographic segmentation divides a pop...

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Which of the following basic requirements must market segmentation meet to be effective?


A) The firm must avoid focusing on non-variables, such as profitability and volume.
B) The market segment must reflect the population's changing attitudes and lifestyles.
C) The company must expand beyond its marketing capabilities to capture growing markets.
D) The market segment must have measurable purchasing power and size.

E) All of the above
F) None of the above

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What are geographic information systems (GIS)? How do they help marketers in analyzing marketing information?

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Geographic information systems (GISs) ar...

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By implementing micromarketing, a small company with limited resources can chip away at a large market share of a competitor practising undifferentiated marketing.

A) True
B) False

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What is a positioning map? How does the map assist a firm with repositioning decisions?

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A positioning map provides a graphical i...

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Which statement does NOT accurately describe market segmentation?


A) Only for-profit organizations practice market segmentation.
B) Firms that practice market segmentation don't necessarily change their products to meet the needs of different market segments.
C) There are too many variables to attract all customers using the same marketing mix.
D) Market segmentation attempts to divide the total market into smaller groups.

E) A) and B)
F) None of the above

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According to Engel's laws, what happens as family income increases?


A) the percentage spent on recreation and education increases
B) the percentage spent for clothing and household operations increases
C) the percentage spent for food and household operations decreases
D) the percentage spent on housing and food decreases

E) B) and C)
F) B) and D)

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One of the main sources for demographic data in Canada is Statistics Canada.

A) True
B) False

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Detergent packets purchased by a leading laundry service are considered business products.

A) True
B) False

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Which statement best describes differentiated marketing?


A) A company practicing differentiated marketing attempts to satisfy everyone in the market with one standard product.
B) As compared to undifferentiated marketing, differentiated marketing leads to lower inventory and promotional cost.
C) Differentiated marketing approach can appeal to a small company that lacks the financial resources of its competitors.
D) Differentiated marketing helps a company to diversify and reach new customers.

E) A) and B)
F) None of the above

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Match each item to the statement or sentence listed below. a.target market b.market segmentation c.cohort effect d.census metropolitan area (CMA) e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.80/20 principle o.psychographic segmentation p.geographic information system (GIS) q.positioning r.geographic segmentation s.business product t.mass marketing -defines consumer groups according to variables such as gender, age, income, occupation, and stage in the family life cycle.

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When can product-usage segmentation be an important tool for marketers?


A) as they attempt to eliminate competition
B) as they attempt to identify heavy users
C) as they attempt to reduce costs from 80 percent to 20 percent
D) as they attempt to increase profitability

E) None of the above
F) C) and D)

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Which statement best describes an undifferentiated marketing strategy?


A) It involves developing different marketing mixes for different segments.
B) It benefits from the control and efficiency of short production runs.
C) It is also known as a concentrated marketing strategy.
D) It is efficient from a production point of view.

E) B) and C)
F) None of the above

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Geographic indicators such as job growth give useful guidance to marketers, depending on the type of products they sell.

A) True
B) False

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