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Second year CH7 Multiple Choice 1. Instead of scattering their marketing effort

Second year CH7 Multiple Choice 1. Instead of scattering their marketing effort (a “shotgun” approach), many companies are now embracing target marketing where the focus is on those consumers that they have the greatest chance of satisfying (a ________ approach) with their products and services. a. “rifle” b. “focused” c. “niche” d. “macro” e. “micro” 2. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. a. group b. mass c. general d. segmented e. differentiated 3. A ________ consists of a group of customers who share a similar set of needs and wants. a. market target b. market group c. market slice d. market segment e. market level 4. Two broad groups of variables are used to segment consumer markets. One method uses descriptive characteristics such as geography. The other method is to form segments by looking at ________ considerations. a. gender b. income c. cultural d. interest e. behavioral 5. If a marketer decides that segmenting a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation. a. demographic b. psychographic c. geographic d. cultural e. social class 6. ________ is the science of using psychology and demographics to better understand consumers. a. Psychographics b. Segmentation c. Clustering d. Demographics e. Social psychology HeshaM HassaN 1 01060202282 Second year CH7 7. With respect to occasion segmentation, Christmas, Valentine’s Day, and ________ account for just over half of gifters’ budgets. a. Halloween b. Mother’s Day c. Thanksgiving d. Independence Day 8. If a marketer is seeking to segment a business market, which of the following variables is generally felt to be important enough by marketers to place it first among the list of other variables that can be used in segmentation process? a. Personal characteristics b. Demographic c. Situational factors d. Operating variables e. Purchasing approaches 9. To be useful, market segments must rate favorably on five key criteria. In the ________ criterion, effective programs can be formulated for attracting and serving the segments. a. measurable b. substantial c. accessible d. differentiable e. actionable 10. The two ways that large firms can cover a whole market (e.g., full market coverage strategy) are through ________ and differentiated marketing. a. undifferentiated b. logistical c. psychological d. niche e. macromarketing 11. In ________ marketing, the firm operates in several market segments and designs different products for each segment. a. segmented b. undifferentiated c. differentiated d. geodemographic e. niche 12. All of the following costs are likely to be higher if a marketer pursues a differentiated marketing approach EXCEPT ________. a. product modification costs b. manufacturing costs c. administrative costs d. inventory costs e. pricing costs HeshaM HassaN 2 01060202282 Second year CH7 True/False 13. Markets are almost always homogeneous. 14. Effective target marketing requires that marketers use market segmentation, market targeting, and market positioning to achieve success in the marketplace. 15. A market segment consists of a group of consumers who share a similar set of needs and wants. 16. Local marketing reflects a growing trend called macromarketing. 17. A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach 18. ________________ is the process of dividing a market into smaller groups of buyer with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. a. Mass marketing b. Market segmentation c. Target marketing d. Market positioning 19. __________________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. a. Mass marketing b. Market segmentation c. Market targeting d. Market positioning 20. During one of the steps in the marketing segmentation, targeting, and positioning process, the marketer develops measures of segment attractiveness. This procedure belongs in the category of: a. market segmentation. b. market targeting. c. market massing. d. market positioning. 21. When companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently with products and services that match their unique needs, they are conducting a ___________________ process. a. marketing aggregation b. marketing positioning c. marketing target d. marketing segmentation HeshaM HassaN 3 01060202282 Second year CH7 22. Market segmentation can be carried out at several different levels. Which of the following WOULD NOT BE among these levels? a. micromarketing b. segment marketing c. competition marketing d. niche marketing 23. Another word for complete segmentation is: a. macromarketing. b. micromarketing. c. niche marketing. d. mass marketing 24. Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments is called _________________. a. niche marketing b. mass marketing c. segment marketing d. micromarketing 25. When General Motors designs specific models for different income and age groups, it is practicing which of the following marketing formats? a. micromarketing b. macromarketing c. mass marketing d. segment marketing 26. Segment marketing offers several benefits over mass marketing. All of the following would be among those benefits EXCEPT: a. the company can market more efficiently and target its programs toward only those consumers that it can serve best. b. the company can fine-tune its programs to meet the needs of carefully defined segments. c. the company can reduce costs because of the ability to sell to customers one-on-one. d. the company may face fewer competitors if fewer competitors are focusing on the company’s chosen market segment. 27. A company is practicing ________________ if it focuses on subsegments with distinctive traits that may seek a special combination of benefits. a. micromarketing b. niche marketing c. mass marketing d. segment marketing 28. As an example of _______________, a company could build sport utility vehicles and direct marketing efforts towards the luxury SUV market (as does Lexus). a. micromarketing b. niche marketing c. mass marketing d. segment marketing HeshaM HassaN 4 01060202282 Second year CH7 29. _________________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. a. Niche marketing b. Micromarketing c. Segment marketing d. Mass marketing 30. Micromarketing includes: a. segment marketing and niche marketing. b. mass marketing and demographic marketing. c. local marketing and individual marketing. d. individual marketing and self-marketing. 31. ______________ involves tailoring brands and promotions to the needs and wants of specific small groups such as cities, neighborhoods, and even specific stores. a. Niche marketing b. Local marketing c. Detail marketing d. Individual marketing 32. ________________ is tailoring products and marketing programs to the needs and preferences of individual customers. a. Niche marketing b. Local marketing c. Self-marketing marketing d. Individual marketing 33. Individual marketing is known by a variety of names. All of the following would appropriately be called individual marketing EXCEPT: a. mono-marketing. b. one-to-one marketing. c. customized marketing. d. markets-of-one marketing. 34. All of the following are considered to be major variables for segmenting markets EXCEPT: a. geographic variables. b. trait variables. c. demographic variables. d. psychographic variables. 35. If a marketer attempts segmentation of a market by dividing the market into different units based on nations, regions, states, counties, cities, or even neighborhoods, then the marketer is practicing ____________ segmentation. a. demographic b. geographic c. political d. cartographic HeshaM HassaN 5 01060202282 Second year CH7 36. All of the following would be ways to segment within the category of psychographic segmentation EXCEPT: a. social class. b. occupation. c. lifestyle. d. personality. 37. All of the following would be ways to segment within the category of behavioral variable segmentation EXCEPT: a. occasions. b. user status. c. loyalty status. d. lifestyle. 38. _________________ factors or variables are generally easier to measure than most of the other types of variables or factors. a. Geographic b. Demographic c. Psychographic d. Behavioral 39. Proctor & Gamble joined a growing list of marketers who use __________ segmentation when they developed Secret, a brand specially formulated for a woman’s chemistry. a. geographic b. income c. benefit d. gender 40. ___________________ is the process of dividing a market into different groups based on social class, lifestyle, or personality characteristics. a. Gender segmentation b. Behavioral segmentation c. Psychological segmentation d. Psychographic segmentation 41. Many marketers believe that ________________ are the best starting point for building market segments and programs. a. behavioral variables b. geographic variables c. demographic variables d. psychographic variables HeshaM HassaN 6 01060202282 Second year CH7 42. When companies market products on the basis of what the product’s attributes will do for a given segment of consumers, they are using a powerful form of behavioral segmentation known as: a. occasion segmentation. b. benefit segmentation. c. user status segmentation. d. usage rate segmentation. 43. All of the following are major variables that can be used to segment business markets EXCEPT: a. operating characteristics. b. psychographics. c. demographics. d. situational factors. 44. ____________________ is forming segments of consumers who have similar needs and buying behavior even though they are located in different countries. a. External segmentation b. International segmentation c. Intermarket segmentation d. Enriched segmentation 45. When Mercedes-Benz uploads/Marketing/ch-7-n.pdf