Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

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A) identifying small target markets and expanding them into broad product markets.
B) identifying broad product markets and segmenting then into narrower target markets.
C) identifying target groups with the fewest potential customers.
D) selecting a marketing mix to reach everyone.
E) identifying target markets based on consumers' gender alone.

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A) helps managers understand the actual characteristics of their products.
B) is not a product-oriented approach.
C) is a visual aid to understanding a product-market.
D) shows that managers and customers usually view present brands similarly.
E) always leads a firm to segmenting and not combining.

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A) are useful for segmenting consumer markets, but not business markets.
B) help guide marketing mix planning.
C) are always demographic or geographic.
D) fall into two general categories: qualifying and purchasing.
E) may be called qualifying or non-qualifying.

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A) all sellers offer exactly the same product.
B) one firm has achieved a competitive advantage.
C) all sellers offer products that are unique and innovative.
D) sellers offer very close substitute ways of satisfying potential customers' needs.
E) sellers offer substitute products which are quite different physically or conceptually.

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A) He must have enough money, or credit, to buy a car and insure it.
B) He needs to have a valid driver's license.
C) He has kids who have to be carpooled.
D) He needs a safe car.
E) His office is 2.5 miles from home.

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A) means the same thing as marketing strategy planning.
B) assumes that most submarkets can be satisfied by the same marketing mix.
C) is the same thing as positioning.
D) tries to identify homogeneous submarkets within a product-market.
E) None of these choices regarding market segmentation is true.

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A) Competing suppliers offer close substitutes to satisfy needs.
B) Customers in a product-market have very similar needs.
C) Very different types of products may compete for consumer dollars.
D) Naming product-markets includes consideration of where the customers are.
E) None of these alternatives is true.

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A) assorting
B) mechanical, nonjudgmental
C) "clustering" or aggregating
D) "breaking apart" or disaggregating
E) combining

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A) Qualifying
B) Positioning
C) Determining
D) Clustering
E) Combining

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A) product type.
B) customer types.
C) customer needs.
D) geographic area.
E) All of these alternatives are correct.

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A) a A generic-market involves a less similar set of needs than does a product-market.
B) A product-market is usually larger than a generic market.
C) Product-markets usually don't involve competition, but generic markets do.
D) Sellers in a generic market are more concerned with prices than sellers in a product-market.
E) There is no difference between the two.

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A) Homogeneous within
B) Heterogeneous between
C) Substantial
D) Remarkable
E) Operational

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A) single target market.
B) multiple target market.
C) product-market.
D) combined target market.
E) generic market.

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A) Product-market
B) Qualifying market
C) Generic market
D) Determining market

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A) The MP3 player market
B) The young adult exercise market
C) The software market
D) The convenience market
E) The status symbol market

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