b.
The fact consumers do not want to be treated like the masses
c.
Data mining capabilities
d.
The use of reward systems to increase brand loyalty
e.
The growing market for luxury products
127. One negative associated with the growth of one-to-one marketing is:
a.
loss of customer loyalty toward firms that practice one-to-one marketing
b.
customer unease at being treated “like a number,” not an individual
c.
a growing concern about consumer privacy because of data mining
d.
an across-the-bard homogenization of products and services
e.
the increasing amount of time consumers must take making purchasing decisions
128. Product positioning is the process of:
a.
finding the correct location for retail outlets to sell a product category
b.
finding the right channel of distribution for a product
c.
creating the desired image of the firm’s product with respect to its competition
d.
competing with competitors’ products in the retailers’ stores for the best position on the
shelf
e.
pricing the product to be at a competitive level with other brands on the market
129. _____ is the development of a specific marketing mix to influence potential customers’ overall
perception of a brand, product line, or organization in general, and is related to the place a product
occupies in consumers’ minds relative to competing offerings.
a.
Market differentiation
b.
Diversification
c.
Combination marketing
d.
Positioning
e.
Market aggregation
130. Chandler Kumar owns two antique stores. One is in an upscale neighborhood, and its merchandise is
artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and
contains some of the same type of merchandise, but the items are left in open boxes and placed
haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and
would be surprised to know Kumar operates each of them because he uses such differing _____
strategies.
a.
market integration
b.
segmentation
c.
targeting
d.
positioning
e.
market combination
131. The place a product, brand, or group of products occupies in consumers’ minds relative to competing
offerings is referred to as a product’s:
a.
status
b.
equity
c.
frame
d.
role
e.
position
132. Although most buyers of Honda cars are in the 40 to 60 age range, the advertising for the vehicles
portrays youthful activities and targets a youth mindset. Honda’s marketers are attempting to influence
the _____ of Honda vehicles in consumers’ minds.
a.
status
b.
frame
c.
position
d.
role
e.
equity
133. There are a number of devices that parents can buy to prevent their children from hearing
objectionable language while they watch television. ProtecTV is the only product of its kind that has
an expandable dictionary. Parents can add words and phrases they find offensive, and the additional
words will be deleted from soundtracks and captioning. ProtecTV uses a(n) _____ strategy.
a.
repositioning
b.
demarketing
c.
market integration
d.
undifferentiated targeting
e.
product differentiation
134. Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by
differences, such as brand names, packaging, color, smell, or “secret” additives. With these products,
marketers attempt to convince customers their product is significantly different from the others and
should therefore be demanded over competing brands. These marketers are using:
a.
cannibalization
b.
perceptual mapping
c.
psychographic targeting
d.
integrated marketing
e.
product differentiation
135. For years, fryer chickens sold in grocery stores were perceived to be a rather generic product—one
brand of chicken was much like another. Then Frank Perdue began an advertising campaign to tell
consumers his brand of chicken was more tender and a better choice. Perdue brought _____ to the
marketing of fryer chickens.
a.
perceptual mapping
b.
product differentiation
c.
psychographic targeting
d.
market innovation
e.
cannibalization
136. Which of the following is NOT an example of product differentiation?
a.
An organic produce store claims its fruits and vegetables are pesticide-free and more
healthful than produce found in big supermarkets
b.
A soda company touts its product as being “fresher and lighter” than other sodas
c.
A pain medication advertises a special ingredient that is especially effective against
migraine headaches
d.
A margarine company creates ads claiming that its product tastes “just like butter”
e.
All of the above are examples of product differentiation
137. Which of the following is a means of displaying or graphing, in two or more dimensions, the location
of products, brands, or groups of products in customers’ minds?
a.
Perceptual mapping
b.
Product positioning
c.
Market segmentation
d.
Product tracing
e.
Laddering
138. A (n) _____ could help determine whether or not snacking consumers consider Kashi Tasty Little
Crackers healthy and tasty in comparison to other brands..
a.
predictive modeling
b.
perceptual map
c.
product positioning
d.
trend analysis
e.
internal marketing audit
139. The closer together two brands are on a perceptual map the:
a.
less perceptually alike they are
b.
closer their prices are
c.
more objectively alike they are
d.
more likely an undifferentiated marketing strategy is in effect
e.
more similarly perceived by consumers they are
140. All of the following are typical bases for positioning EXCEPT:
a.
attribute
b.
price and quality
c.
distribution
d.
emotion
e.
product user
141. In 2008, Apple, Inc. introduced Mobile Me, which keeps everything on a consumer’s Mac, PC, iPod or
iPhone on an online server Apple calls the “Cloud” so that it can be accessed at any time. Apple is
catering to on-the-go consumers who use multiple platforms. This positioning strategy is based on the:
a.
product class
b.
price and quality
c.
use or application
d.
product user
e.
competitor
142. Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one
Aleve, you would need to take six aspirin or Tylenol and four Advil. These promotions are using the
positioning base of:
a.
product class
b.
competitor
c.
product user
d.
product merits
e.
price and quality
143. The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace
and receiving a kiss in return. The ad then shows the slogan “Every Kiss Begins with Kay.” This is
an example of _____ positioning.
a.
product class
b.
price and quality
c.
use or application
d.
attribute
e.
emotion
144. Changing consumers’ perceptions of a brand in relation to competing brands is known as:
a.
positioning
b.
repositioning
c.
reintermediation
d.
demarketing
e.
reengineering
145. The Southern Company is the largest provider of utilities in the southeastern United States. It has also
been accused of being the biggest source of industrial air pollution in the area. The Southern Company
is trying to change consumers’ perceptions of the company by sponsoring a series of television
programs on how to preserve our environment. The Southern Company is hoping the programming
will lead to:
a.
repositioning
b.
reengineering
c.
demarketing
d.
undifferentiated targeting
e.
one-to-one marketing
146. H&R Block launched a $100 million marketing campaign to parlay the company’s intimate knowledge
of 20 million customers’ finances into other services like mortgages and investment advice. Block has
great brand recognition, but consumers only care about it four months out of the year. H&R Block is
attempting to _____ itself to make people think of it as a company offering services year-round.
a.
reposition
b.
reengineer
c.
demarket
d.
undifferentiate
e.
niche
147. To be successful, most businesses focus on customer service. However, the cable industry has a
history of poor customer service. Cable companies are facing competition for TV customers who once
had no choice but cable if they wanted to see more than local programs. In the face of this competition
from direct broadcast satellites, cable companies are trying to use a _____ strategy to show that they
have become customer-oriented.
a.
segmentation
b.
product differentiation
c.
targeting
d.
repositioning
e.
demarketing
Around the beginning of fall each year, about 2.7 million turkey hunters all over the United States start
looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most
elusive game bird on the North American continent. The devoted turkey stalker can stock up on
everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge
pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers.
Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only product, and
each is highly prized by turkey hunters. It is not unusual for a turkey hunter to pay $5,000 for one of
Cost’s callers.
148. Refer to Turkey Hunting Equipment. Wild turkey hunters would be defined as a:
a.
market segment
b.
market position
c.
segmentation base
d.
retail position
e.
consumer position
149. Refer to Turkey Hunting Equipment. Given that the wild turkey hunters number approximately 2.7
million, it meets the segmentation criterion of:
a.
substantiality
b.
accessibility
c.
reliability
d.
responsiveness
e.
functionality
150. Refer to Turkey Hunting Equipment. Segmenting a market based on the fact that people who enjoy
hunting typically exhibit a particular lifestyle is an example of _____ segmentation.
a.
benefit
b.
psychographic
c.
geographic
d.
geodemographic
e.
demographic
151. Refer to Turkey Hunting Equipment. What kind of strategy does Cost use to select his target market?
a.
Concentrated targeting
b.
Multisegment
c.
Mass marketing
d.
Undifferentiated
e.
Repositioned
152. Refer to Turkey Hunting Equipment. Primos Hunting Calls is another company that manufactures wild
turkey callers. It claims each of its callers is able to cluck, shriek, and kee-kee (three sounds that have
been known to attract the wild turkey). If you buy one of Cost’s callers, you are limited to one sound.
In this way, Primos has implemented a(n) _____ strategy.
a.
multisegment
b.
product differentiation
c.
undifferentiated marketing
d.
target market
e.
repositioning
153. Refer to Wrestling Merchandise. The group identified as strong wrestling fans can be described as
a(n):
a.
market position
b.
market segment
c.
psychographic
d.
organizational buyer
e.
microsegment
154. Refer to Wrestling Merchandise. The marketing research revealed that _____ segmentation can be
used to identify the biggest fans of professional wrestling.
a.
benefit
b.
psychographic
c.
demographic
d.
geographic
e.
geodemographic
155. Refer to Wrestling Merchandise. Since the WWE must use different methods to reach its three largest
target markets, it must use:
a.
undifferentiated targeting
b.
concentrated or niche targeting
c.
multisegment targeting
d.
demarketing
e.
repositioning
156. Refer to Wrestling Merchandise. Prior to the 1990s, professional wrestling tried to compete as a
legitimate sport just like football and baseball. Now it uses the term sports entertainment when talking
about what it is marketing to its fans. This is an example of the implementation of a(n) _____ strategy.
a.
multisegment
b.
product differentiation
c.
undifferentiated marketing
d.
target market
e.
repositioning
157. Refer to Wrestling Merchandise. Most wrestling fans live in the southern United States. Based on
this information, what segmentation base would be appropriate?
a.
Geographic
b.
Demographic
c.
Psychographic
d.
Product use
e.
Benefit sought
158. Refer to Mercedes-Benz. Baby boomers have money to burn and will be the primary target for the
downsized, luxury vehicles offered by Mercedes. Many of them will want this type of car to feel
young again. This group is considered a(n) _____.
a.
consumer advocacy group
b.
income ready group
c.
market
d.
population
e.
market maven
159. Refer to Mercedes-Benz. Mercedes-Benz’s baby boomers are a useful segment because they meet
certain criteria. Which of the following do the baby boomers meet?
a.
Substantiality
b.
Identifiability and measurability
c.
Accessibility
d.
Responsiveness
e.
All of these
160. Refer to Mercedes-Benz. Daimler plans to introduce the downsized luxury vehicles in major U.S.
cities, such as Los Angeles, New York, Miami, Atlanta, Dallas, and Chicago, because market research
has shown that these metropolitan areas have the greatest potential with respect to the consumers able
to purchase a $30,000+ smaller luxury vehicle. Which type of psychographic segmentation does this
represent?
a.
Geodemographic
b.
Personality
c.
Benefit
d.
Usage-rate
e.
Demographic
161. Refer to Mercedes-Benz. One potential problem is that some of the purchasers of Daimler’s
downsized luxury vehicles could be consumers who would have purchased a larger, higher-priced
Mercedes-Benz. This situation is called:
a.
subjugation
b.
cannibalization
c.
sabotage
d.
benefit transference
e.
marginal sales
162. Refer to Mercedes-Benz. Which positioning base will Daimler be using if the company emphasizes
the type of people who buy Mercedes-Benz automobiles in its promotional efforts?
a.
Product user
b.
Emotion
c.
Price and quality
d.
Attribute
e.
Use or application
ESSAY
1. What are the four criteria that are necessary to define a market?
ANS: