ms -marketing of service

7/27/2019 MS -marketing of service

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MARKET SEGMENTATION, TARGETING, AND POSITIONING OF

SERVICES

MULTIPLE CHOICE QUESTIONS

1. At one time, firms scattered their marketing efforts (a shotgun approach) to reach consumers. Today, a firm is more likely to use: a. a baooka approach, !here special effects are used to e"plode into the buyer#s consciousness. b. a knife approach, !here the firm tries to cut to the most important product ad$antage. c. a rifle approach, !here the firm focuses on the buyers !ho ha$e greater

interest in the $alues that the firm creates best. d. a pistol approach, !here the firm realies that it has multiple chances to gain

consumer interest.

Answer: (c)

%. &&&&&&&&&&&&&&&& is the process of di$iding a market into smaller groups of buyers!ith distinct needs, characteristics, or beha$iors !ho might re'uire separate productsor marketing mi"es.a. ass marketingb. arket segmentationc. Target marketingd. arket positioning

Answer: ()

. &&&&&&&&&&&&&&&&&& is the process of e$aluating each market segment#sattracti$eness and selecting one or more segments to enter.a. ass marketingb. arket segmentationc. arket targetingd. arket positioning

Answer: (c)

*. +etting the competiti$e positioning for the product and creating a detailed marketingmi" is called:a. mass marketing.b. target marketing.

c. market segmentation. d. marketing positioning.

Answer: (!)

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. -uring !hich step of the marketing segmentation, targeting, and positioning process does the firm de$elop a marketing mi" for each segment a. market segmentation b. market targeting c. market positioning

d. The firm does not go through the de$elopment during any of the abo$e steps.

Answer: (c)

/. -uring one of the steps in the marketing segmentation, targeting, and positioningprocess, the marketer de$elops measures of segment attracti$eness. This procedure

belongs in the category of: a. market segmentation. b. market targeting. c. market massing. d. market positioning.

Answer: ()

0. hen companies di$ide large, heterogeneous markets into smaller segments that canbe reached more efficiently !ith products and ser$ices that match their uni'ue needs,they are conducting a &&&&&&&&&&&&&&&&&&& process.a. marketing aggregationb. marketing positioningc. marketing targetd. marketing segmentation

Answer: (!)

2. arket segmentation can be carried out at se$eral different le$els. hich of thefollo!ing 345- 63T 78 among these le$els

a. micromarketing b. segment marketing c. competition marketing d. niche marketing

Answer: (c)

9. Another !ord for complete segmentation is:

a. macromarketing. b. micromarketing. c. niche marketing. d. mass marketing.

Answer: () 1. ;or most of the %th century, firms practiced !hich of the follo!ingforms of marketing a. mass marketing

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b. micromarketing c. niche marketing d. segment marketing

Answer: (")

11. hich of the follo!ing marketers epitomied the mass marketing strategya.


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b. the company can fineBtune its programs to meet the needs of carefully definedsegments.

c. the company can reduce costs because of the ability to sell to customers oneBonBone.

d. the company may face fe!er competitors if fe!er competitors are focusing on

the company#s chosen market segment.

Answer: (c)

1/. A company is practicing &&&&&&&&&&&&&&&& if it focuses on subsegments !ithdistincti$e traits that may seek a special combination of benefits.a. micromarketingb. niche marketingc. mass marketingd. segment marketing

Answer: ()10. As an e"ample of &&&&&&&&&&&&&&&, a company could build sport utility $ehicles

and direct marketing efforts to!ards the lu"ury +4C market (as does 5e"us).a. micromarketingb. niche marketingc. mass marketingd. segment marketing

Answer: ()

12. American 8"press offers not only its traditional green cards but also gold cards,

corporate cards, and e$en a black card, called the @enturian, !ith a D1, annual fee aimed at a small group of superpremium customers. hich of the follo!ing marketing efforts is American 8"press follo!ing !ith their credit card policies a. macromarketing b. segment marketing c. niche marketing d. selfBmarketing

Answer: (c)

19. &&&&&&&&&&&&&&&&& is the practice of tailoring products and marketing programs tosuit the tastes of specific indi$iduals and locations.a. 6iche marketingb. icromarketingc. +egment marketingd. ass marketing

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Answer: ()

%. icromarketing includes: a. segment marketing and niche marketing. b. mass marketing and demographic marketing.

c. local marketing and indi$idual marketing. d. indi$idual marketing and selfBmarketing.

Answer: (c)

%1. &&&&&&&&&&&&&& in$ol$es tailoring brands and promotions to the needs and !ants ofspecific small groups such as cities, neighborhoods, and e$en specific stores.a. 6iche marketingb. 5ocal marketingc. -etail marketingd. >ndi$idual marketing

Answer: ()

%%. All of the follo!ing are considered to be dra!backs of local marketing 8?@8T:a. it can dri$e up manufacturing and marketing costs by reducing economies of

scale.b. it can create logistical problems !hen the company tries to meet $aried

re'uirements.c. it can attract un!anted competition.d. it can dilute the brand#s o$erall image.

Answer: (c)

%. &&&&&&&&&&&&&&&& is tailoring products and marketing programs to the needs andpreferences of indi$idual customers.a. 6iche marketingb. 5ocal marketingc. +elfBmarketing marketingd. >ndi$idual marketing

Answer: (!)

%*. >ndi$idual marketing is kno!n by a $ariety of names. All of the follo!ing !ould appropriately be called indi$idual marketing 8?@8T: a. monoBmarketing. b. oneBtoBone marketing. c. customied marketing. d. marketsBofBone marketing.

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Answer: (")

%. &&&&&&&&&&&&&& is the process through !hich firms interact oneBtoBone !ithmasses of customers to create customerBuni'ue $alue by designing products andser$ices tailorBmade to indi$idual needs.a. ass marketing

b. -etail marketingc. ass globaliationd. ass customiation

Answer: (!)

%/. The mo$e to!ard indi$idual marketing mirrors the trend in consumer &&&&&&&&&. a. backlash b. selfBmarketing. c. dialog marketing d. niche marketing

Answer: ()

%0. All of the follo!ing are considered to be maEor $ariables for segmenting markets 8?@8T:

a. geographic $ariables.b. trait $ariables.c. demographic $ariables.d. psychographic $ariables.

Answer: ()

%2. >f a marketer attempts segmentation of a market by di$iding the market into different units based on nations, regions, states, counties, cities, or e$en neighborhoods, then the marketer is practicing &&&&&&&&&&&& segmentation. a. demographic

b. geographic c. political d. cartographic

Answer: () D#$$#c%&': () P"*e: +-, T"&e ./

Answer: (") D#$$#c%&': (+) P"*e: ++

. All of the follo!ing !ould be !ays to segment !ithin the category of psychographicsegmentation 8?@8T:a. social class.b. occupation.c. lifestyle.d. personality.

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Answer: ()

1. All of the follo!ing !ould be !ays to segment !ithin the category of beha$ioral$ariable segmentation 8?@8T:a. occasions.

b. user status.c. loyalty status.d. lifestyle.

Answer: (!)

%. &&&&&&&&&&&&&&& factors are the most popular bases for segmenting customergroups.a. =eographicb. -emographicc. sychographicd. 7eha$ioral

Answer: ()

. &&&&&&&&&&&&&&&&& factors or $ariables are generally easier to measure than mostof the other types of $ariables or factors.a. =eographicb. -emographicc. sychographicd. 7eha$ioral

Answer: ()

*. Age is often a poor predictor of a person#s lifeBcycle, health, !ork, or family status.Therefore, !hen using age and lifeBcycle segmentation, the marketer must guardagainst:a. stereotyping.b. gender bias.c. racial bias.d. intellectual bias.

Answer: (")

. roctor F =amble Eoined a gro!ing list of marketers !ho use &&&&&&&&&&segmentation !hen they de$eloped +ecret, a brand specially formulated for a!oman#s chemistry.

a. geographic b. income c. benefit d. genderAns!er: (d)

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