Mktg320 Chapter 4 Quiz: Marketing Enviornment

9 Questions

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Mktg320 Chapter 4 Quiz: Marketing Enviornment

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Questions and Answers
  • 1. 
    A market with broadly similar needs, and sellers offering various, often diverse, ways of satisfying those needs:
    • A. 

      Generic market

    • B. 

      Product market

    • C. 

      Broad market

    • D. 

      Segmentation

  • 2. 
    A market with very similar needs and sellers offering various close substitute ways of satisfying those needs:
    • A. 

      Product market

    • B. 

      Broad market

    • C. 

      Segmentation

  • 3. 
    A (relatively) homogeneous group of customers who will respond to a marketing mix in a similar way.
    • A. 

      Market Segment

    • B. 

      Generic Market

    • C. 

      Product Market

  • 4. 
    Segmenting the market and picking one of the homogeneous segments as the firm’s target market:
    • A. 

      Single target market approach

    • B. 

      Multiple target market approach

    • C. 

      Segmenting criteria

  • 5. 
    Segmenting the market and choosing two or more segments, and then treating each as a separate target market needing a different marketing mix:
    • A. 

      Multiple target market approach

    • B. 

      Single target market approach

    • C. 

      Segmenting criteria

  • 6. 
    The dimensions relevant to including a customer type in a product market:
    • A. 

      Qualifying dimensions

    • B. 

      Determining dimensions

    • C. 

      Positioning

    • D. 

      Customer Relationship Management

  • 7. 
    The dimensions that actually affect the customer’s purchase of a specific product or brand in a product-market:
    • A. 

      Determining dimensions

    • B. 

      Qualifying dimensions

    • C. 

      Positioning

    • D. 

      Customer Relationship Management

  • 8. 
    The seller fine-tunes the marketing effort with information from a detailed customer database:
    • A. 

      Customer Relationship Management

    • B. 

      Positioning

    • C. 

      Qualifying Dimensions

    • D. 

      Determining Dimensions

  • 9. 
    How customers think about proposed or present brands in a market:
    • A. 

      Positioning

    • B. 

      CRM

    • C. 

      Qualifying Dimensions

    • D. 

      Determining Dimensions