Question 1

It is not recommended that a firm select a target segment that
A) would require entry in a global marketplace.
B) requires more than one marketing action.
C) has few competitors that target this same segment.
D) is incompatible with its company's goals or objectives.
E) has a growth potential that would require increasing the current workforce.

Accepted Answer

The five criteria used for selecting a target segment include: (1)market size,(2)expected growth,(3)competitive position,(4)cost of reaching the segment,and (5)compatibility with the organization's objectives and resources.

Question 2

In the early 1980s,Apple was often called "Camp Runamok" because
A) every employee was encouraged to do his or her own thing.
B) it was concentrating on laptops while everyone else was concentrating on personal computers.
C) all the employees were so young, so they often played more than they worked.
D) there were no coherent product lines targeted at identifiable market segments.
E) its personal computers were running amok with viruses, spyware, and other problems.

Accepted Answer

Apple was often called "Camp Runamok" because there were no coherent product lines targeted at identifiable market segments.

Question 3

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as
A) competitive repositioning.
B) position downsizing.
C) differentiation positioning.
D) head-to-head positioning.
E) product distinction positioning.

Accepted Answer

Head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market. This strategy involves emphasizing similarities with competitors and highlighting advantages over those competitors in the same product category.

Question 4

During its market segmentation process for the Nike LeBron X basketball shoe,which sells for more than $200 a pair,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of
A) selecting target market segments to reach.
B) forming products to be sold into groups.
C) developing a market-product grid and estimating size of markets.
D) taking marketing actions to reach target markets.
E) forming prospective buyers into segments.

Accepted Answer

Nike chose to concentrate on affluent teens as a specific target market segment for the Nike LeBron X basketball shoe. This decision is an example of selecting target market segments to reach.

Question 5

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.
A) product repositioning
B) perceptual mapping
C) product positioning
D) product differentiation
E) psychographic

Accepted Answer

The answer of Carmaker Kia has used its 10-year/100,000 mile...

Question 6

Best Foods Co.is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments.This is an example of which criterion used to select target market segments?
A) Best Foods' competitive position in the segment
B) Best Foods' product groupings
C) expected growth of the market segment
D) size of the market segment
E) cost of reaching the segment

Accepted Answer

The criterion mentioned in the scenario is the cost of reaching the segment, as it specifically focuses on whether additional real estate must be purchased or leased to serve new segments, which would add to the cost of reaching those segments.

Question 7

Marketing synergies often come at the expense of product synergies because
A) product synergies are more effective for penetrating a market rather than creating one.
B) multiple market segments usually require multiple products.
C) it is easier to change a product than to completely develop a new marketing plan.
D) a single customer segment will likely require a variety of products, each of which must be designed and manufactured.
E) no company can afford to do both at the same time.

Accepted Answer

The answer of Marketing synergies often come at the expense...

Question 8

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?
A) Burger King
B) In-N-Out Burger
C) McDonald's
D) Five Guys
E) Smashburger

Accepted Answer

Five Guys has had explosive growth in the number of current and proposed locations, making it a competitor that the owner of a Wendy's restaurant should monitor closely.

Question 9

When considering the quick-service restaurant competition,it will be most important for Wendy's to consider not only the offerings of Burger King,McDonald's,Five Guys,and other hamburger chains but also the
A) meals at golf and country clubs.
B) dormitory meal plans at surrounding colleges and universities.
C) items for sale at gas stations and convenience stores.
D) local farmer's markets that sell produce.
E) nearly every food item sold at local grocery stores.

Accepted Answer

Gas stations and convenience stores often offer quick and convenient food options that compete with fast food chains. Wendy's should consider the offerings at these types of establishments in order to stay competitive in the quick-service restaurant market.

Question 10

Product repositioning refers to
A) the place a product offering occupies in consumers' minds on important attributes.
B) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C) changing the place an offering occupies in consumers' minds relative to competitive products.
D) the practice of selling a firm's least successful product line and redirecting that revenue into a totally new product.
E) the competitive advantage of one product over another.

Accepted Answer

Product repositioning involves changing the position of a product in consumers' minds relative to competitive products. This may involve changing the marketing mix, such as the product's features or benefits, its price, promotion, or distribution. The goal is to improve the product's competitive position and better meet the needs of the target market. Option A refers to product positioning, while Option B refers to market segmentation. Option D is not a common practice, and Option E is more related to product differentiation than repositioning.

Question 11

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as
A) product repositioning.
B) relative positioning.
C) competitive positioning.
D) product positioning.
E) selective perception.

Accepted Answer

Product positioning is the place a product occupies in consumers' minds on important attributes relative to competitive products. Option A (product repositioning) refers to changing a product's position in consumers' minds, which may happen after analyzing the market and competition. Option B (relative positioning) does not correctly define the concept in the question. Option C (competitive positioning) refers to a company's position in the market and how it compares to its direct and indirect competitors. Option E (selective perception) refers to the process where consumers selectively filter out information that does not align with their beliefs or values.

Question 12

Doris Lewis owns Lewis Edibles,Inc.,a company that makes Tongue Tinglin' BBQ Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just
A) formed a market segment using critical product features.
B) formed products to be sold into groups.
C) developed a market-product grid and estimating size of markets.
D) taken a marketing action to reach a target market segment.
E) formed prospective buyers into segments.

Accepted Answer

Doris Lewis has taken a marketing action by joining Goodness Grows in North Carolina to reach her target market segment of local people who enjoy the special blend of flavors found in North Carolina barbecue sauce. She is taking steps to promote her product to this specific group, which is the definition of targeting a market segment.

Question 13

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the
A) Mac Pro and MacBook Pro.
B) Mac Pro and iMac.
C) Mac Pro and MacBook Air.
D) Mac Pro and Mac Mini.
E) iMac and Mac Mini.

Accepted Answer

The answer of According to the Apple Market-Product Grid,Apple would...

Question 14

Which of the following is a criterion used for selecting a target segment?
A) potential for increased profit
B) competitive position
C) similarity of needs of potential buyers within a segment
D) difference of needs of buyers among segments
E) potential of a marketing action to reach a segment

Accepted Answer

The answer of Which of the following is a criterion...

Question 15

Two key types of synergies are
A) supplier and distributor synergies.
B) marketing and product synergies.
C) industry-dominated and consumer-dominated.
D) product and production synergies.
E) consumer and market synergies.

Accepted Answer

Recognizing opportunities for key synergies-that is,efficiencies-is vital to success in selecting target market segments and making marketing program decisions.Two key synergies are marketing and product,which represent an opportunity for efficiency in terms of a market segment and product in the form of research and development (R&d)and production.

Question 16

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to __________ chocolate milk in the minds of adult consumers.
A) segment
B) differentiate
C) explain
D) promote
E) reposition

Accepted Answer

The passage discusses how U.S. dairies aim to change the way "adults" think about chocolate milk, indicating a need to reposition the product to appeal to a new target demographic.

Question 17

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as
A) product placement.
B) perceptual mapping.
C) product positioning.
D) product repositioning.
E) product differentiation.

Accepted Answer

The answer of Changing the place an offering occupies in...

Question 18

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market may
A) have no expected growth.
B) not be compatible with the company's current resources.
C) not be worth targeting since its market size is very small.
D) not be readily accessible to the firm's marketing programs.
E) be relatively expensive to reach.

Accepted Answer

The answer of A rehabilitation center wants to target women...

Question 19

Product positioning refers to
A) an outdated concept that assigns product value by association with social class.
B) the place a product offering occupies in consumers' minds on important attributes.
C) the competitive advantage of one product over another.
D) changing the place a product occupies in a consumer's mind relative to competitive products.
E) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.

Accepted Answer

Product positioning is about how consumers perceive a product based on its attributes in comparison to competitor products. It's about creating a distinct image and identity for a product in the minds of consumers, so they can distinguish it from other product offerings in the market.

Question 20

Which of the following is a criterion used for selecting a target market?
A) similarity of needs of potential buyers within a segment
B) difference of needs of sellers between segments
C) feasibility of a marketing action to reach a segment
D) expected market growth
E) simplicity and cost of assigning potential buyers to segments

Accepted Answer

The five criteria used for selecting a target segment include: (1)market size,(2)expected growth,(3)competitive position,(4)cost of reaching the segment,and (5)compatibility with the organization's objectives and resources.

Quiz 8: Market Segmentation, targeting, and Positioning

It is not recommended that a firm select a target segment that

In the early 1980s,Apple was often called "Camp Runamok" because

Positioning that involves competing directly with competitors on similar product attributes in the same target market is referred to as

During its market segmentation process for the Nike LeBron X basketball shoe,which sells for more than $200 a pair,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles.This would be considered a __________ strategy.

Marketing synergies often come at the expense of product synergies because

Which of the following competitors mentioned in the textbook should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

When considering the quick-service restaurant competition,it will be most important for Wendy's to consider not only the offerings of Burger King,McDonald's,Five Guys,and other hamburger chains but also the

Product repositioning refers to

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

According to the Apple Market-Product Grid,Apple would most likely get the least product synergies from the

Which of the following is a criterion used for selecting a target segment?

Two key types of synergies are

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market may

Product positioning refers to

Which of the following is a criterion used for selecting a target market?