Business Quiz: Are You Well Familiar With The Aspects Of Marketing?

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Business Quiz: Are You Well Familiar With The Aspects Of Marketing? - Quiz

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Questions and Answers
  • 1. 

    When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________.

    • A.

      Differentiation

    • B.

      Mass marketing

    • C.

      Segmenting

    • D.

      Concentrated marketing

    • E.

      Market targeting

    Correct Answer
    E. Market targeting
    Explanation
    Market targeting refers to the process of identifying specific segments of the market that a company can serve most effectively and profitably. This involves evaluating different customer groups and selecting the ones that align with the company's capabilities and objectives. By focusing on these target markets, companies can tailor their marketing strategies and offerings to meet the specific needs and preferences of these customers, thus increasing their chances of success and profitability.

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  • 2. 

    What are the four steps, in order, to designing a customer-driven marketing strategy?

    • A.

      Positioning, market segmentation, mass marketing, and targeting

    • B.

      Market recognition, market preference, market targeting, and market insistence

    • C.

      Market segmentation, targeting, differentiation, and positioning

    • D.

      Market segmentation, differentiation, positioning, and targeting

    • E.

      Market alignment, market segmentation, differentiation, and market positioning

    Correct Answer
    C. Market segmentation, targeting, differentiation, and positioning
    Explanation
    The correct answer is market segmentation, targeting, differentiation, and positioning. This sequence of steps is commonly used in designing a customer-driven marketing strategy. Market segmentation involves dividing the market into distinct groups of customers with similar needs and characteristics. Targeting is the process of selecting specific segments to focus on. Differentiation involves creating a unique value proposition to differentiate the product or service from competitors. Positioning is the final step, which involves creating a clear and compelling image of the product or service in the minds of the target customers.

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  • 3. 

    Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs.

    • A.

      Convincingly

    • B.

      Intensely

    • C.

      Efficiently

    • D.

      Indirectly

    • E.

      Sporadically

    Correct Answer
    A. Convincingly
    Explanation
    Market segmentation allows companies to divide large, heterogeneous markets into smaller segments. By doing so, companies can effectively reach these segments with products and services that specifically cater to their unique needs. The term "convincingly" implies that the products and services provided by the company are able to convincingly meet the requirements and preferences of the segmented market. This ensures that the company can successfully persuade and satisfy the targeted customers, leading to increased sales and customer loyalty.

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  • 4. 

    Even though several options are available at any one time, there ________ to segment a market.

    • A.

      Are limited ways

    • B.

      Are four ways

    • C.

      Is no single way

    • D.

      Is the most effective way

    • E.

      Is one single best way

    Correct Answer
    C. Is no single way
    Explanation
    This answer suggests that there is not just one specific or definitive way to segment a market. It implies that there are multiple approaches or methods that can be used to segment a market, but there is no one-size-fits-all solution that is universally considered the best or most effective.

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  • 5. 

    Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

    • A.

      Customer

    • B.

      Image

    • C.

      C) end-use

    • D.

      Geographic

    • E.

      Benefit

    Correct Answer
    D. Geographic
    Explanation
    Geographic segmentation is a good approach to use when localizing products and services to meet local market demands. This approach involves dividing the market based on geographical locations such as countries, regions, cities, or neighborhoods. By understanding the specific needs, preferences, and behaviors of customers in different geographic areas, a firm can tailor its products and services to effectively cater to the local market demands. This can include adapting the product features, packaging, pricing, distribution channels, and marketing strategies to suit the characteristics of each geographic segment.

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  • 6. 

    Pendergraft Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

    • A.

      Psychographic

    • B.

      Lifestyle

    • C.

      Behavioural

    • D.

      Geographic

    • E.

      Demographic

    Correct Answer
    E. Demographic
    Explanation
    Pendergraft Pet Supplies uses demographic segmentation. Demographic segmentation involves dividing the market based on characteristics such as race, occupation, income, and family life cycle. In this case, Pendergraft Pet Supplies is targeting pet owners based on their demographic factors, which can help them tailor their marketing strategies and product offerings to better meet the needs and preferences of these specific customer segments.

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  • 7. 

    Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?

    • A.

      Demographic

    • B.

      Psychographic

    • C.

      Gender

    • D.

      Geographic

    • E.

      Behavioural

    Correct Answer
    A. Demographic
    Explanation
    The correct answer is demographic. This is because the question states that most competitors at a trade show use the most popular base for segmenting markets. Demographic segmentation involves dividing a market based on demographic factors such as age, gender, income, occupation, and education. Since demographic segmentation is widely used and considered popular, it aligns with the information provided in the question.

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  • 8. 

    Demographic variables are so frequently used in market segmentation because they ________.

    • A.

      Involve fewer attributes to consider than other methods do

    • B.

      Create more easily reached segments than other methods do

    • C.

      Do not involve stereotypes

    • D.

      Create smaller segments than other methods do

    • E.

      Are easy to measure in comparison to many other methods

    Correct Answer
    E. Are easy to measure in comparison to many other methods
    Explanation
    Demographic variables are frequently used in market segmentation because they are easy to measure in comparison to many other methods. This means that collecting data on demographic variables such as age, gender, income, and education level is relatively straightforward and can be done through surveys or existing databases. This makes it convenient for businesses to gather information about their target market and create segments based on these variables. Additionally, demographic variables provide useful insights into consumer behavior and preferences, making them valuable for developing effective marketing strategies.

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  • 9. 

    Marketers must be most careful to guard against which of the following when using age and life cycle segmentation?

    • A.

      Stereotyping

    • B.

      Underestimating

    • C.

      Gender bias

    • D.

      Cultural bias

    • E.

      Traditional marketing

    Correct Answer
    A. Stereotyping
    Explanation
    When using age and life cycle segmentation, marketers must be careful to guard against stereotyping. Stereotyping refers to making assumptions or generalizations about individuals based on their age or life stage, which can lead to inaccurate targeting and messaging. By avoiding stereotyping, marketers can ensure that their marketing efforts are more inclusive and resonate with a diverse audience.

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  • 10. 

    When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely using which type of segmentation?

    • A.

      Age and life cycle

    • B.

      Behaviour

    • C.

      Geographic

    • D.

      Gender

    • E.

      Psychographic

    Correct Answer
    D. Gender
    Explanation
    Positive Image, Inc. is most likely using gender segmentation when catering to clothing, cosmetics, and toiletries markets. This means that the company is dividing its target market based on the characteristics and preferences associated with different genders. By tailoring their products and marketing strategies to specific genders, Positive Image, Inc. can effectively meet the unique needs and desires of their customers in these industries.

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  • 11. 

    Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

    • A.

      Gender

    • B.

      Income

    • C.

      Benefits sought

    • D.

      Usage rate

    • E.

      Occasion

    Correct Answer
    B. Income
    Explanation
    Marketers of automobiles, financial services, and travel are most likely to use income segmentation because these industries often target consumers based on their purchasing power and ability to afford their products or services. By segmenting their target market based on income levels, marketers can tailor their marketing strategies and offerings to appeal to different income segments, ensuring that they are reaching the right audience with the right message.

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  • 12. 

    The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.

    • A.

      Age and life cycle

    • B.

      Demographic

    • C.

      Behavioural

    • D.

      Geographic

    • E.

      Psychographic

    Correct Answer
    C. Behavioural
    Explanation
    Behavioural segmentation is the correct answer because it involves dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product. This type of segmentation focuses on understanding consumer behavior and tailoring marketing strategies to target specific behaviors, such as usage patterns, brand loyalty, or purchasing habits. By segmenting customers based on their behaviors, companies can better understand their needs and preferences, and design more effective marketing campaigns to meet those needs.

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  • 13. 

    Many marketers believe that which of the following variables is the best starting point for building marketing segments?

    • A.

      Beneficial

    • B.

      Behavioural

    • C.

      Family size

    • D.

      Age

    • E.

      Gender

    Correct Answer
    B. Behavioural
    Explanation
    Behavioral variables are considered the best starting point for building marketing segments because they provide insights into customers' actual behavior, preferences, and purchasing patterns. By analyzing behavioral variables such as purchase history, frequency of purchases, brand loyalty, and usage patterns, marketers can better understand their target audience and tailor their marketing strategies accordingly. This approach allows for more effective targeting and personalized messaging, leading to higher customer engagement and conversion rates.

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  • 14. 

    Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

    • A.

      Emergency

    • B.

      Psychographic

    • C.

      Behavioural

    • D.

      Occasion

    • E.

      Impulse

    Correct Answer
    D. Occasion
    Explanation
    Occasion segmentation centers on the use of the word "when" and focuses on understanding consumer behavior based on specific occasions or events. It involves identifying and targeting consumers based on the timing of their purchase decisions, such as when they get the idea to buy, when they actually make the purchase, or when they use the purchased item. This type of segmentation recognizes that consumer behavior can vary depending on different occasions, such as holidays, birthdays, anniversaries, or special events, and helps marketers tailor their marketing strategies and messages accordingly.

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  • 15. 

    Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

    • A.

      Loyalty status

    • B.

      User status

    • C.

      Benefit

    • D.

      Behaviour

    • E.

      Usage rates

    Correct Answer
    B. User status
    Explanation
    The given correct answer is "user status". This is because the method of segmentation mentioned in the question divides markets into different groups based on their relationship with a product. These groups include nonusers, ex-users, potential users, first-time users, and regular users, which all fall under the category of "user status". This segmentation helps businesses understand the different needs and behaviors of these user groups and tailor their marketing strategies accordingly.

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  • 16. 

    Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.

    • A.

      Store type

    • B.

      Loyalty status

    • C.

      Usage rate

    • D.

      Brand preference

    • E.

      User status

    Correct Answer
    B. Loyalty status
    Explanation
    Marketers can use consumers' allegiance to brands, stores, or companies to segment them based on their loyalty status. By understanding consumers' loyalty towards a particular brand or store, marketers can tailor their marketing strategies to retain and reward loyal customers, as well as target potential customers who may be more likely to switch brands. This segmentation allows marketers to create targeted loyalty programs, personalized offers, and communication strategies to strengthen customer relationships and increase customer retention.

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  • 17. 

    By studying its less loyal buyers, a company can detect which brands are most ________ its own.

    • A.

      Similar to

    • B.

      Used with

    • C.

      Competitive with

    • D.

      Complementary to

    • E.

      Overlooked with

    Correct Answer
    C. Competitive with
    Explanation
    By studying its less loyal buyers, a company can detect which brands are most competitive with its own. This means that by analyzing the purchasing patterns and preferences of customers who are not strongly loyal to the company's brand, the company can identify and understand the brands that are in direct competition with its own. This information can be valuable for the company to strategize and differentiate itself in the market, as well as to identify potential threats and opportunities for growth.

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  • 18. 

    Many firms make an effort to identify smaller, better-defined target groups by using ________.

    • A.

      Multiple segmentation bases

    • B.

      Positioning

    • C.

      Loyalty segmentation

    • D.

      Mass marketing

    • E.

      User rates

    Correct Answer
    A. Multiple segmentation bases
    Explanation
    Many firms make an effort to identify smaller, better-defined target groups by using multiple segmentation bases. This means that instead of relying on just one criteria or characteristic to segment their market, they use multiple factors such as demographics, psychographics, behavior, and geographic location to divide their target market into smaller, more specific groups. By doing so, firms can better understand the needs, preferences, and behaviors of different segments and tailor their marketing strategies to effectively reach and engage with each group. This approach allows for more personalized and targeted marketing efforts, leading to higher customer satisfaction and increased sales.

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  • 19. 

    Consumer and business marketers use many of the same variables to segment markets. Business marketers use all of the following EXCEPT ________.

    • A.

      Situational factors

    • B.

      Purchasing approaches

    • C.

      Personal characteristics

    • D.

      Operating characteristics

    • E.

      Educational status

    Correct Answer
    E. Educational status
    Explanation
    Business marketers do not typically use educational status as a variable to segment markets. While consumer marketers may consider educational status as a relevant factor in understanding consumer behavior and preferences, business marketers focus more on variables such as situational factors, purchasing approaches, personal characteristics, and operating characteristics when segmenting their target markets.

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  • 20. 

    As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets.

    • A.

      Geographic; demographic

    • B.

      Age and life-cycle; psychographic

    • C.

      User status; user loyalty

    • D.

      Benefits; buying behavior

    • E.

      Income; usage rate

    Correct Answer
    D. Benefits; buying behavior
    Explanation
    Many marketers believe that segmenting business markets based on the benefits that customers seek and their buying behavior is the most effective approach. By identifying the specific benefits that different customers are looking for and understanding their buying behavior, marketers can tailor their marketing strategies and offerings to meet the unique needs and preferences of each segment. This allows for more targeted and effective marketing campaigns, ultimately leading to higher customer satisfaction and increased sales.

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  • 21. 

    International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?

    • A.

      Legal factors

    • B.

      Political factors

    • C.

      Economic factors

    • D.

      Cultural factors

    • E.

      Geographic factors

    Correct Answer
    C. Economic factors
    Explanation
    International Drilling Company segments its foreign markets based on economic factors. This means that the company divides its markets according to the overall level of economic development in each country or region. This segmentation approach allows the company to target markets that have the potential for higher demand and purchasing power, as well as markets that are more likely to be receptive to their products or services. By considering economic factors, such as GDP, income levels, and market potential, the company can tailor its marketing strategies and offerings to suit the specific needs and preferences of each market segment.

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  • 22. 

    Lexus targets wealthy consumers with similar needs and buying behaviours, even though the consumers are located in different countries. This is an example of ________.

    • A.

      A) psychographic segmentation

    • B.

      B) intermarket segmentation

    • C.

      C) loyalty segmentation

    • D.

      D) targeting segmentation

    • E.

      E) life-cycle segmentation

    Correct Answer
    B. B) intermarket segmentation
    Explanation
    Intermarket segmentation refers to targeting a specific group of consumers with similar needs and buying behaviors, even if they are located in different countries. In this case, Lexus is targeting wealthy consumers with similar needs and buying behaviors across different countries. This approach allows Lexus to tailor their marketing strategies and products to meet the specific needs and preferences of this target market, regardless of their geographical location.

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  • 23. 

    When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________.

    • A.

      A) substantial

    • B.

      B) actionable

    • C.

      C) observable

    • D.

      D) accessible

    • E.

      E) measurable

    Correct Answer
    E. E) measurable
    Explanation
    When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being measurable. This means that the characteristics and attributes of the market segment can be quantified and analyzed. This is important for businesses to effectively target and reach the specific market segment, as they can measure the potential size and profitability of the segment. By being able to measure the market segment, businesses can make informed decisions and develop strategies that cater to the needs and preferences of the segment.

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  • 24. 

    When a business market segment is large or profitable enough to serve, it is termed ________.

    • A.

      A) substantial

    • B.

      B) accessible

    • C.

      C) measurable

    • D.

      D) actionable

    • E.

      E) differentiable

    Correct Answer
    A. A) substantial
    Explanation
    When a business market segment is large or profitable enough to serve, it is termed "substantial". This means that the segment is significant in terms of size or potential revenue generation for the business. A substantial market segment is one that is worth targeting and investing resources in, as it offers the opportunity for significant growth and profitability.

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  • 25. 

    When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

    • A.

      A) accessible

    • B.

      B) actionable

    • C.

      C) reachable

    • D.

      D) differentiable

    • E.

      E) measurable

    Correct Answer
    B. B) actionable
    Explanation
    When a segment is described as "actionable," it means that a program or strategy can be effectively designed to attract and serve that particular segment. This implies that the segment is identifiable and has distinct characteristics that can be targeted. The segment is likely to have specific needs, preferences, or behaviors that can be addressed through a tailored program or offering. In other words, the segment is actionable because it can be acted upon and engaged with in a meaningful way.

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  • 26. 

    You have discovered that the segments you are targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. These segments are ________.

    • A.

      A) differentiable

    • B.

      B) measurable

    • C.

      C) reachable

    • D.

      D) observable

    • E.

      E) accessible

    Correct Answer
    A. A) differentiable
    Explanation
    The correct answer is A) differentiable. This means that the segments you are targeting can be distinguished or differentiated from each other based on their responses to different marketing mix elements and programs. In other words, there are clear differences between these segments in terms of their preferences, behaviors, or characteristics, allowing for more targeted and effective marketing strategies to be developed for each segment.

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  • 27. 

    To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?

    • A.

      A) company resources

    • B.

      B) segment structural attractiveness

    • C.

      C) company values

    • D.

      D) segment size

    • E.

      E) segment growth

    Correct Answer
    C. C) company values
    Explanation
    To evaluate different market segments, you would consider factors such as company resources, segment structural attractiveness, segment size, and segment growth. However, company values are not typically a factor in evaluating market segments. Company values refer to the beliefs and principles that guide a company's actions and decisions, and they are not directly related to assessing the viability or potential of market segments. Therefore, company values would be the factor that is not considered when evaluating market segments.

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  • 28. 

    Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list?

    • A.

      A) lack of powerful suppliers to control prices

    • B.

      B) financial resources

    • C.

      C) relative power of buyers

    • D.

      D) few substitute products

    • E.

      E) competition with superior resources

    Correct Answer
    E. E) competition with superior resources
    Explanation
    The list compiled by Barney Hopkins focuses on factors that make segments more attractive. These factors include a lack of powerful suppliers to control prices, financial resources, the relative power of buyers, and few substitute products. However, competition with superior resources should not be on the list of things that make segments more attractive. This is because competition with superior resources can make it more difficult for a company to succeed in a segment, as it may struggle to compete against rivals with greater capabilities and advantages.

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  • 29. 

    Which of the following is NOT one of the reasons a segment would be less attractive to a company?

    • A.

      A) substitute products

    • B.

      B) concentrated market

    • C.

      C) power of suppliers

    • D.

      D) strong competitors

    • E.

      E) power of buyers

    Correct Answer
    B. B) concentrated market
    Explanation
    A concentrated market refers to a market where there are only a few dominant players. This can be attractive to a company as it may indicate less competition and the potential for higher market share. Therefore, a concentrated market would not be a reason for a segment to be less attractive to a company.

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  • 30. 

    In general, a company should enter only segments in which it can ________ and ________.

    • A.

      A) gain advantages over competitors; differentiate its products

    • B.

      B) identify behaviours; understanding spending power

    • C.

      C) offer lower prices; ship faster

    • D.

      D) offer superior value; gain advantages over competitors

    • E.

      E) offer superior value; ship faster

    Correct Answer
    D. D) offer superior value; gain advantages over competitors
    Explanation
    A company should enter only segments in which it can offer superior value and gain advantages over competitors. This means that the company should be able to provide products or services that are better than what competitors offer, and also have a competitive edge that sets it apart from others in the market. By offering superior value and gaining advantages over competitors, the company can attract customers and establish a strong position in the market.

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  • 31. 

    Mass marketers, such as Wal-Mart and Zellers, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?

    • A.

      A) micromarketing

    • B.

      B) undifferentiated marketing

    • C.

      C) concentrated marketing

    • D.

      D) differentiated marketing

    • E.

      E) target marketing

    Correct Answer
    B. B) undifferentiated marketing
    Explanation
    Mass marketers like Wal-Mart and Zellers adopt an undifferentiated marketing approach. This means that they do not consider market segment differences and instead target the entire market with a single offer. They do not tailor their marketing strategies or products to specific segments but rather aim to appeal to a broad range of customers with a standardized offering. This approach allows them to achieve economies of scale and reach a larger customer base.

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  • 32. 

    Fifty five-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.

    • A.

      A) target market

    • B.

      B) well-defined market

    • C.

      C) differentiated market

    • D.

      D) market segment

    • E.

      E) undifferentiated market

    Correct Answer
    A. A) target market
    Explanation
    The correct answer is A) target market. A target market refers to a specific group of consumers that a company aims to cater to with their products or services. In this case, the company is targeting fifty five-year-old baby boomers who share common needs in music and performers. By identifying and serving this group, the company can tailor their offerings to meet the specific preferences and demands of this target market.

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  • 33. 

    When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing.

    • A.

      A) target

    • B.

      B) undifferentiated

    • C.

      C) differentiated

    • D.

      D) individual

    • E.

      E) niche

    Correct Answer
    C. C) differentiated
    Explanation
    Segmented marketing is a strategy in which a company targets different segments of the market and tailors its marketing efforts and offers to each segment's specific needs and preferences. This approach is known as differentiated marketing. By offering different products or services, or by customizing their marketing messages, companies can effectively reach and appeal to multiple segments of the market, increasing their chances of success. This strategy allows companies to better meet the diverse needs of their customers and gain a competitive advantage in the market.

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  • 34. 

    Developing a strong position within several segments creates more total sales than ________ marketing across all segments.

    • A.

      A) target

    • B.

      B) individual

    • C.

      C) undifferentiated

    • D.

      D) niche

    • E.

      E) differentiated

    Correct Answer
    C. C) undifferentiated
    Explanation
    Developing a strong position within several segments creates more total sales than undifferentiated marketing across all segments. This is because undifferentiated marketing involves targeting a broad and general audience without considering the specific needs and preferences of different segments. On the other hand, developing a strong position within several segments allows a company to tailor their marketing efforts to meet the unique needs and preferences of each segment, resulting in higher sales.

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  • 35. 

    ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against ________ when selecting this strategy.

    • A.

      A) increased sales; increased costs

    • B.

      B) geographic segmentation; demographic segmentation

    • C.

      C) sales analysis; sales

    • D.

      D) attitudes; perceptions

    • E.

      E) extra research; costs

    Correct Answer
    A. A) increased sales; increased costs
    Explanation
    ByWay Ventures chose a differentiated marketing strategy, which means they targeted different market segments with specific products or marketing messages. This strategy typically leads to increased sales as it allows the company to reach a wider range of customers and meet their specific needs. However, it also comes with increased costs as the company needs to develop and market different products or messages for each segment. Therefore, ByWay Ventures had to weigh the potential benefits of increased sales against the additional costs associated with implementing a differentiated marketing strategy.

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  • 36. 

    Procter & Gamble sells four brands of laundry detergent in Canada, each designed for one of six laundry segments Procter & Gamble has identified. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy?

    • A.

      A) increased costs for separate marketing plans for each brand

    • B.

      B) lost customer loyalty due to lack of brand loyalty

    • C.

      C) lost sales that would have been made with an undifferentiated marketing strategy across all segments

    • D.

      D) lack of resources to succeed in an attractive segment

    • E.

      E) other suppliers controlling pricing

    Correct Answer
    A. A) increased costs for separate marketing plans for each brand
    Explanation
    The correct answer is A) increased costs for separate marketing plans for each brand. This is a disadvantage of Procter & Gamble's differentiated marketing strategy because it requires the company to develop and implement separate marketing plans for each of their four brands. This can be costly and time-consuming, as it involves creating unique messaging and promotional materials for each brand, as well as targeting different customer segments. By contrast, an undifferentiated marketing strategy would allow the company to use a single marketing plan to target all segments, potentially reducing costs and streamlining their marketing efforts.

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  • 37. 

    Successful niche marketing relies on a firm's ________ and its ________.

    • A.

      A) individual relationships with customers; positioning

    • B.

      B) greater knowledge of customers' needs; special reputation

    • C.

      C) competitive advantage in comparison to mass-market companies; affordable pricing

    • D.

      D) marketing strategy; services

    • E.

      E) superior products; value network partners

    Correct Answer
    B. B) greater knowledge of customers' needs; special reputation
    Explanation
    Successful niche marketing relies on a firm's greater knowledge of customers' needs and its special reputation. This means that the firm must have a deep understanding of the specific needs and preferences of its target niche market, allowing it to tailor its products or services accordingly. Additionally, the firm must have a special reputation within the niche market, which can be built through delivering high-quality products or services, establishing trust, and creating a unique brand image. This combination of understanding customers' needs and having a special reputation helps the firm effectively position itself within the niche market and attract and retain customers.

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  • 38. 

    Using concentrated marketing, the marketer goes after a ________ share of ________.

    • A.

      A) small; a small market

    • B.

      B) large; the mass market

    • C.

      C) moderate; local

    • D.

      D) small; a large market

    • E.

      E) large; one or a few niches

    Correct Answer
    E. E) large; one or a few niches
    Explanation
    Concentrated marketing involves targeting a specific niche or a few niches within a larger market. This strategy allows the marketer to focus their resources and efforts on a smaller, more defined group of consumers who have specific needs or preferences. By targeting these niches, the marketer can tailor their marketing mix to better meet the needs of these consumers and gain a larger share of their business. This approach is effective because it allows the marketer to differentiate their product or service and build strong relationships with the target niche, leading to increased customer loyalty and profitability.

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  • 39. 

    Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.

    • A.

      A) too small; undesirable to

    • B.

      B) unknown by; unwanted by

    • C.

      C) unimportant to; overlooked by

    • D.

      D) unimportant to; unwanted by

    • E.

      E) disappointed by; geographically far from

    Correct Answer
    C. C) unimportant to; overlooked by
    Explanation
    Niche marketing allows smaller companies to compete by targeting specific market niches that may not be important or given attention by larger companies. This strategy allows smaller companies to focus their limited resources on serving these niches, which are often overlooked by larger competitors.

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  • 40. 

    Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

    • A.

      A) on the Internet

    • B.

      B) in mail-order catalogs

    • C.

      C) far from competitors

    • D.

      D) near major competitors

    • E.

      E) in malls in major cities

    Correct Answer
    A. A) on the Internet
    Explanation
    The low cost of setting up shop on the Internet makes it even more profitable to serve very small niches. This is because the Internet provides a platform where businesses can reach a global audience without the need for physical storefronts or expensive overhead costs. Additionally, the Internet allows for targeted marketing and personalized advertising, making it easier to attract and engage with niche markets. Therefore, the low cost and wide reach of the Internet make it a profitable option for serving very small niches.

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  • 41. 

    Which of the segmenting strategies carries higher-than-average risks in consumer markets?

    • A.

      A) concentrated

    • B.

      B) multiple-segment

    • C.

      C) mass

    • D.

      D) differentiated

    • E.

      E) undifferentiated

    Correct Answer
    A. A) concentrated
    Explanation
    The segmenting strategy that carries higher-than-average risks in consumer markets is the concentrated strategy. This strategy focuses on targeting a single segment of the market with a specialized product or service. While this approach can be effective in capturing a specific niche, it also poses risks as it relies heavily on the success of that particular segment. If the segment becomes saturated or experiences a decline in demand, the company may face significant losses. Additionally, if the company fails to understand the needs and preferences of the targeted segment accurately, it may struggle to attract and retain customers.

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  • 42. 

    As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

    • A.

      A) mass

    • B.

      B) niche

    • C.

      C) micro

    • D.

      D) undifferentiated

    • E.

      E) differentiated

    Correct Answer
    C. C) micro
    Explanation
    The given correct answer is C) micro. Micro marketing refers to the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. As You Like It, Inc. customizes its offers to each individual consumer, which aligns with the concept of micro marketing. This approach focuses on targeting small, specific segments of the market and delivering personalized experiences to meet the unique needs and preferences of each customer.

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  • 43. 

    ________ tailors brands and promotions to the needs and wants of specific cities, neighbourhoods, and even stores.

    • A.

      A) Undifferentiated marketing

    • B.

      B) Niche marketing

    • C.

      C) Differentiated marketing

    • D.

      D) Individual marketing

    • E.

      E) Local marketing

    Correct Answer
    E. E) Local marketing
    Explanation
    Local marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. This approach recognizes that consumer preferences can vary greatly depending on the location, and therefore, it is important to customize marketing efforts accordingly. By understanding the unique characteristics and preferences of different localities, businesses can effectively target their audience and increase their chances of success. Local marketing allows for a more personalized and targeted approach, ensuring that marketing messages resonate with the local community.

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  • 44. 

    Which of the following is the narrowest marketing strategy?

    • A.

      A) mass marketing

    • B.

      B) segmented strategy

    • C.

      C) local marketing

    • D.

      D) differentiated marketing

    • E.

      E) undifferentiated marketing

    Correct Answer
    C. C) local marketing
    Explanation
    Local marketing is the narrowest marketing strategy because it targets a specific geographic area or location. It focuses on tailoring marketing efforts and messages to meet the needs and preferences of the local market. This strategy is typically used by small businesses or companies that operate in a limited area and want to establish a strong presence within that community. By focusing on the local market, businesses can better understand and cater to the unique characteristics and preferences of the local customers, resulting in more effective marketing campaigns.

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  • 45. 

    Which of the following is NOT a drawback of local marketing?

    • A.

      A) A brand's overall image might be diluted through too much variation.

    • B.

      B) It can drive up manufacturing costs.

    • C.

      C) It can create logistics problems.

    • D.

      D) It can drive up marketing costs by reducing economies of scale.

    • E.

      E) Supporting technologies are expensive.

    Correct Answer
    E. E) Supporting technologies are expensive.
    Explanation
    Local marketing has several drawbacks, including the potential for a brand's overall image to be diluted through too much variation, the possibility of driving up manufacturing costs, the potential for creating logistics problems, and the likelihood of driving up marketing costs by reducing economies of scale. However, the statement that supporting technologies are expensive is not a drawback of local marketing. This suggests that local marketing does not necessarily require expensive supporting technologies, making option E the correct answer.

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  • 46. 

    Local marketing can be quite effective under all of the following circumstances EXCEPT?

    • A.

      A) when pronounced local differences in lifestyles are present

    • B.

      B) when pronounced regional and local differences in demographics and lifestyles are present

    • C.

      C) when pronounced local differences in usage rates are present

    • D.

      D) when pronounced regional differences in demographics are present

    • E.

      E) when regional and local differences in demographics and lifestyles are similar

    Correct Answer
    C. C) when pronounced local differences in usage rates are present
    Explanation
    Local marketing can be quite effective when pronounced local differences in lifestyles, regional and local differences in demographics and lifestyles, and regional differences in demographics are present. This is because these factors indicate that there are distinct preferences and needs within a specific area, making targeted marketing strategies more likely to resonate with the local audience. However, when pronounced local differences in usage rates are present, it suggests that the target market may not have a consistent pattern of behavior, making it difficult to effectively tailor marketing efforts. Therefore, local marketing may not be as effective in this scenario.

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  • 47. 

    When Wal-Mart customizes its merchandise store by store to meet shopper needs, it is practicing ________.

    • A.

      A) niche marketing

    • B.

      B) social segmentation

    • C.

      C) psychographic marketing

    • D.

      D) individual marketing

    • E.

      E) local marketing

    Correct Answer
    E. E) local marketing
    Explanation
    The correct answer is E) local marketing. This is because when Wal-Mart customizes its merchandise store by store to meet shopper needs, it is focusing on the specific preferences and demands of the local market. Local marketing involves tailoring marketing strategies and products to the specific characteristics and preferences of a particular geographic area or community. By doing so, Wal-Mart can better meet the needs of its local customers and increase its competitiveness in each specific market.

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  • 48. 

    When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________.

    • A.

      A) mass customization

    • B.

      B) one-to-one marketing

    • C.

      C) localization

    • D.

      D) differentiated marketing

    • E.

      E) mass marketing

    Correct Answer
    A. A) mass customization
    Explanation
    Mass customization refers to the practice of creating products or services that are tailored to meet the specific needs and preferences of individual customers. This involves interacting with customers on a one-on-one basis and designing unique offerings that cater to their unique requirements. Unlike mass marketing, which targets a large audience with standardized products, mass customization focuses on personalization and individualization. Therefore, the given answer, A) mass customization, accurately describes the concept of creating customer-unique value through personalized design and interaction.

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  • 49. 

    The move toward individual marketing mirrors the trend in consumer ________.

    • A.

      A) self-conceptualization

    • B.

      B) customizing

    • C.

      C) self-imaging

    • D.

      D) tastes

    • E.

      E) self-marketing

    Correct Answer
    E. E) self-marketing
    Explanation
    The move toward individual marketing reflects the trend in consumer behavior where individuals are increasingly taking control of their own personal branding and marketing themselves. With the rise of social media and personal online platforms, individuals are able to create and promote their own personal brand, showcasing their unique qualities and marketing themselves to others. This trend aligns with the concept of self-marketing, making option E the correct answer.

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  • 50. 

    When choosing a target marketing strategy, many factors need to be considered. Which of the following does your text NOT mention as important?

    • A.

      A) degree of product variability

    • B.

      B) competitors' marketing strategies

    • C.

      C) product life-cycle stage

    • D.

      D) product cost

    • E.

      E) company resources

    Correct Answer
    D. D) product cost
    Explanation
    The correct answer is D) product cost. The text does not mention product cost as an important factor when choosing a target marketing strategy. Instead, it focuses on factors such as degree of product variability, competitors' marketing strategies, product life-cycle stage, and company resources.

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