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89) A food producer that distinguishes between individually owned grocery stores and major
retailers such as Target, the segmentation approach being used is:
A) industry.
B) business size.
C) geographic location.
D) usage.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-3
90) Using segmentation by size, which type of organization would most likely be contacted by
email or outbound telemarketing?
A) Small business
B) Medium size business
C) Large firm
D) Government entity
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-3
91) Using segmentation by size, which type of organization would most likely be contacted by a
field sales person visiting the organization's place of business?
A) Small business
B) Medium size business
C) Large business
D) Government entity
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-3
92) Applied Microbiology used which method to segment the business market by combining
geographic area data for dairy farmers with demographic and psychographic information?
A) Product usage
B) NAICS/SIC code
C) Geodemographics
D) Size of business
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-3
21
93) Marketing to companies that use the same good or service, but in different ways is
segmentation based on:
A) the NAICS code.
B) demographics.
C) geographic location.
D) product usage.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-3
94) When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract
business customers, institutions, and organizations that needed a location to hold 2- to 4-day
conferences, the type of segmentation approach being used was:
A) demographics.
B) product usage.
C) type of business.
D) customer value.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-3
95) When Reynolds Protection Agency sells the same service to three different types of
organizations the firm is using a ________ segmentation approach.
A) industry
B) size
C) geographic
D) usage
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-3
22
96) When a company sorts prospects into those with the lowest, medium, and highest profit
potential, the ________ segmentation approach is being used.
A) industry
B) size
C) usage
D) customer value
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-3
97) An auto parts supplier divides repair shops into those with the lowest, medium, and highest
potential levels of sales and profits, which means the ________ segmentation approach is being
used.
A) industry
B) geographic
C) customer value
D) usage
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-3
98) The NAICS code helps in geodemographic segmentation programs.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 4-3
99) The NAICS coding system allows marketing teams to examine specific industries within the
consumer market.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 4-3
100) One method of business-to-business market segmentation utilizes company size as a
segmentation variable.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-3
23
101) Geodemographics can be used to segment business markets as well as consumer markets.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 4-3
102) Product usage is not normally used as a method of business-to-business market
segmentation.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-3
103) What are the methods of segmenting business-to-business markets?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-3
104) Mountain Dew's marketing team might learn that the soft drink is considered more hip and
trendy than Coke during an analysis of:
A) primary data.
B) market segments.
C) the company or product's position.
D) secondary data.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 4-4
24
105) Product positioning is the:
A) level of brand equity faced by a company or brand.
B) perception consumers have of a company or brand relative to competitors.
C) number and level of products offered by a company.
D) perception consumers have of a company or brand relative to other brands being offered by
the company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
106) All of the following are possible product positioning strategies except:
A) attributes.
B) competitors.
C) use or application.
D) by-products.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
107) All of the following are possible product positioning strategies except:
A) governmental customers.
B) cultural symbols.
C) product users.
D) product class.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
108) The product positioning strategy based on a product trait or characteristic is the ________
positioning approach.
A) product attributes
B) competitors
C) use or application
D) price-quality relationship
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
25
109) A restaurant that advertises "the best food and best service in town" uses which form of
positioning?
A) Product attributes
B) Competitors
C) Use or application
D) Price-quality relationship
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 4-4
110) The positioning strategy of using another brand to establish product position is the
________ positioning approach.
A) product attributes
B) competitors
C) use or application
D) price-quality relationship
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
111) If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning
approach would be:
A) product attributes.
B) based on competitors.
C) use or application.
D) price-quality relationship.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-4
112) When a sandwich chain points out that its meats are sliced in the store while Subway's
meats are sliced in a "factory," the type of positioning being emphasized is:
A) product attributes.
B) competitor.
C) use or application.
D) price-quality relationship.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-4
26
113) The product positioning strategy based on value or prestige is the ________ positioning
approach.
A) product attributes
B) competitors
C) use or application
D) price-quality relationship
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
114) When Mercedes Benz promises the finest luxury automobile, the positioning approach
being used is:
A) competitors.
B) price-quality relationship.
C) use or application.
D) cultural symbol.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-4
115) Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of
product positioning by:
A) product user.
B) product class.
C) use or application.
D) product attribute.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-4
116) The product positioning strategy based on how a product is used is the ________
positioning approach.
A) product attributes
B) competitors
C) use or application
D) price-quality relationship
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
27
117) Walmart uses the tagline "save money, live better." This is an example of product
positioning by:
A) product user.
B) price-quality relationship.
C) use or application.
D) cultural symbol.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-4
118) When a product positioning strategy is based on the type of consumer that buys an item, the
________ positioning approach is being used.
A) product user
B) product class
C) use or application
D) cultural symbol
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
119) The product positioning strategy based on a category or type of product is the ________
positioning approach.
A) product user
B) product class
C) use or application
D) cultural symbol
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
120) Stetson cologne has been positioned using a tough, cowboy image, which is an example of
product positioning by:
A) product user.
B) product class.
C) use or application.
D) cultural symbol.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-4
28
121) Morning Star has developed an entire line of non-meat breakfast foods and markets them as
a substitute for breakfast meats, which is an example of product positioning by:
A) product user.
B) product class.
C) use or application
D) cultural symbol.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 4-4
122) Product positioning is the perception created in the consumer's mind regarding the nature of
the competition and the external environment.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
123) The quality of products, prices charged, methods of distribution, image, and communication
tactics create a product's position.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
124) Product positioning can be based on variables beyond price and quality, such as product
users, product class, and cultural symbols.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 4-4
125) When Chevrolet markets its products as being as American as apple pie and hot dogs, the
approach uses a product class positioning.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 4-4
29
126) Define product positioning. What positioning strategies can a brand use?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-4
127) A local video rental store looking to increase customer traffic in the summer would be an
example of a:
A) target market analysis.
B) product positioning.
C) communications analysis.
D) communications objective.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 4-5
128) All of the following are examples of typical communication objectives except:
A) identify competitors.
B) encourage repeat purchases.
C) enhance firm image.
D) change customer beliefs or attributes.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-5
129) All of the following are examples of typical marketing communications objectives except:
A) increase market share.
B) increase the number of products offered.
C) increase profits.
D) increase return on investment.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 4-5
30
