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1 | |
__________________ can be defined simply as the actions managers take to attain the goals of the firm. |
| | A) | Communications |
| | B) | Strategy |
| | C) | Strategic Alliances |
| | D) | Perceptual mapping |
| | E) | Differentiation |
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2 | |
Over the foreseeable future we can expect that more and more buyer-seller transactions will occur in an information-defined arena coined _________________. |
| | A) | marketing imagination |
| | B) | marketspace |
| | C) | demographic segmentation |
| | D) | geographic segmentation |
| | E) | perceptual mapping |
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3 | |
The cornerstone of market orientation is a: |
| | A) | market focus |
| | B) | customer focus |
| | C) | sales focus |
| | D) | distribution focus |
| | E) | pricing focus |
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4 | |
________________ are firms with a narrow product market, a stable customer group, and an established organization structure typically managed by older executives. |
| | A) | Analyzers |
| | B) | Reactors |
| | C) | Defenders |
| | D) | Prospectors |
| | E) | Rivals |
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5 | |
A _____________________ emphasizes a product that is unique in the industry, provides a distinct advantage, or is otherwise set apart from competitors' brands in some way. |
| | A) | differentiation strategy |
| | B) | prospector strategy |
| | C) | marketing strategy |
| | D) | customer focus strategy |
| | E) | coordinated strategy |
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6 | |
_________________ includes knowledge of environmental factors that affect both current and future needs and preferences of customers. |
| | A) | Market segmentation |
| | B) | Targeting |
| | C) | Product positioning |
| | D) | Market intelligence |
| | E) | Mass customization |
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7 | |
The term _________________ is defined as the organziationwide generation of market intelligence, pertaining to current and future consumer needs, dissemination of the intelligence across departments, and organizationwide responsiveness to it. |
| | A) | market segmentation |
| | B) | market orientation |
| | C) | psychographic segmentation |
| | D) | demographic orientation |
| | E) | colaboration |
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8 | |
Consumers who regularly purchase the brand and have an expressed preference for it are known as ____________________. |
| | A) | brand-loyal consumers |
| | B) | niche consumers |
| | C) | differentiated consumers |
| | D) | occasional consumers |
| | E) | lifestyle consumers |
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9 | |
The process of dividing a market into identifiable groups of similar consumers is an idea known as _______________________. |
| | A) | age differentials |
| | B) | income levels qualifiers |
| | C) | market segmentation |
| | D) | marketing variables |
| | E) | product qualifiers |
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10 | |
Manufacturing a product or delivering a service in response to a particular customer's needs and doing it in a cost-effective way is known as _______________________. |
| | A) | occasion segmentation |
| | B) | mass customization |
| | C) | marketing imagination |
| | D) | demographic segmentation |
| | E) | customer focus |
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11 | |
One powerful form of behavioral segmentation is: |
| | A) | cause segmentation |
| | B) | effect segmentation |
| | C) | attitude segmentation |
| | D) | benefit segmentation |
| | E) | academic segmentation |
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12 | |
At the one extreme, brands become the focus of ____________________, groups of people who share a consciousness of a kind, share moral responsibility for other members, and perpetuate rituals and traditions associated with the product. |
| | A) | brand communities |
| | B) | buyer readiness |
| | C) | market segmentation |
| | D) | product positioning |
| | E) | sensing the market |
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13 | |
____________________ divides the market into different geographical units such as nations, states, regions, counties, cities or neighborhoods. |
| | A) | Demographic segmentation |
| | B) | Geographic segmentation |
| | C) | Consumer segmentation |
| | D) | Market segmentation |
| | E) | Usage rate segmentation |
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14 | |
____________________ divides buyers into groups on the basis of differences in consumer lifestyle. |
| | A) | Behavioral segmentation |
| | B) | Benefit segmentation |
| | C) | Psychographic segmentation |
| | D) | Usage rate segmentation |
| | E) | Segmentation bases |
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15 | |
A company attempts to alter its image or position in the market by changing its: |
| | A) | promotional marketing |
| | B) | direct marketing |
| | C) | niche marketing |
| | D) | Internet marketing |
| | E) | marketing mix |
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2002 McGraw-Hill Higher Education