 |
| 1 | |
CDW Computer Centers are the largest reseller of computer gear in the United States. Its _____ is small- and medium-sized companies who lack the volume to command much attention from equipment manufacturers and who are grateful for the excellent customer service provided by CDW. |
| | A) | target market |
| | B) | undifferentiated market |
| | C) | consumer market |
| | D) | mass market |
| | E) | market composite |
|
|
|
| 2 | |
If you are having a hard time finding just the right sofa, davenport, or divan, Mitchell-Gold offers a special order-by-the-inch option. You choose the style, fabric and exact length you need from 60 in to 210 in., and Mitchell Gold builds it to your specifications. Mitchell-Gold uses _____ to segment its market. |
| | A) | a concentrated strategy |
| | B) | micromarketing |
| | C) | marketing augmentation |
| | D) | a compressed segmentation strategy |
| | E) | a diversification strategy |
|
|
|
| 3 | |
Gulfshore Life is a magazine targeted to people who live in southwest Florida. This is an example of _____ segmentation. |
| | A) | demographic |
| | B) | behavioral |
| | C) | usage rate |
| | D) | geographic |
| | E) | multiple-segment |
|
|
|
| 4 | |
A manufacturer of exercise equipment wants to target people who have a great deal of willpower. Which of the following statements describes the likely outcome of this segmentation strategy? |
| | A) | It should be very successful because it segments according to a personality trait. |
| | B) | It will not be successful because too many companies use personality segmentation. |
| | C) | The exercise equipment manufacturer that is segmenting on the basis of a personality trait will actually be using life-style segmentation, which is proven to be an effective segmentation tool. |
| | D) | The segmentation strategy will only be successful if the manufacturer uses at least two different personality characteristics. |
| | E) | It will be very difficult to implement because a personality trait would not create a segment that is readily accessible. |
|
|
|
| 5 | |
The magazine Military History is targeted to consumers who enjoy studying all types of military history from around the world. Given this information, you can surmise the magazine uses _____ segmentation. |
| | A) | geographic |
| | B) | ethnographic |
| | C) | psychographic |
| | D) | demographic |
| | E) | values-based |
|
|
|
| 6 | |
Video Consultant is a company that sells exercise videos. Its slogan is "Get a Beautiful Body with the Right Exercise Videos for You." The company would appear to use _____ segmentation. |
| | A) | geographic |
| | B) | personality-based |
| | C) | transaction conditions |
| | D) | behavioral |
| | E) | buying situation |
|
|
|
| 7 | |
Which business segmentation base is used for the magazine Turf South, a magazine for turf care professionals? |
| | A) | region and customer type |
| | B) | demographic and geographic |
| | C) | customer type and transaction conditions |
| | D) | usage rate and geographic |
| | E) | transaction conditions and benefits desired |
|
|
|
| 8 | |
Another name for an undifferentiated-market strategy is a: |
| | A) | the strategy of totalitarianism |
| | B) | mass-market strategy |
| | C) | diverse-segment strategy |
| | D) | multiple-segment strategy |
| | E) | single-segment strategy |
|
|
|
| 9 | |
In an interview, Omid Sawyer, editor and publisher of Beverage Digest said, "In this day and age, one marketing mix can't be the answer for all consumers." He is opposed to: |
| | A) | market-aggregation strategy |
| | B) | a concentration strategy |
| | C) | niche marketing |
| | D) | single-segment marketing |
| | E) | multiple-segment marketing |
|
|
|
| 10 | |
The slogan for Kellogg's Special K cereal is "Looking Good Never Tasted So Great!" In this example, the slogan is a statement of the cereal's _____ strategy. The slogan tells consumers the product tastes good and is better for them than other brands of cereal. |
| | A) | market development |
| | B) | product penetration |
| | C) | positioning |
| | D) | diversification |
| | E) | targeting |
|
|
|
| 11 | |
A science museum that was not attracting the tourist traffic needed to keep the business in operation could use a _____ strategy to make itself more attractive to its target market. |
| | A) | market development |
| | B) | product penetration |
| | C) | target market divestment |
| | D) | repositioning |
| | E) | market aggregation |
|
|
|
| 12 | |
_____ estimates sales of a product during some defined future period. |
| | A) | Market factoring |
| | B) | Market share approximation |
| | C) | Demand creation |
| | D) | The Delphi technique |
| | E) | Demand forecasting |
|
|
|
| 13 | |
The number of golfers within a 20-mile radius would be a _____ for deciding whether an area needed a new golf course. |
| | A) | market share |
| | B) | market factor |
| | C) | correlation factor |
| | D) | direct derivative |
| | E) | composite trend predictor |
|
|
|
| 14 | |
To determine how consumers reacted to Choglit brand flavored milk, created through a joint venture between Coca-Cola and Nestlé, the beverage was test marketed. The results of the test marketing can be used to create: |
| | A) | a perceptual map |
| | B) | a repositioning strategy |
| | C) | a sales forecast |
| | D) | the primacy effect |
| | E) | trend analyses |
|
|
|
| 15 | |
Which of the following is NOT a method for forecasting sale? |
| | A) | executive judgment |
| | B) | market-factor analysis |
| | C) | survey of buyer intentions |
| | D) | market-share analysis |
| | E) | executive judgment |
|
|
.