MKTG 201 ALL QUIZZES QUESTIONS AND ANSWERS
WITH COMPLETE SOLUTION.
Market segmentation is the process of grouping customers into
relatively homogeneous sets or segments such that customers within
a segment are similar to one another in:
A. Age and psychographics
B. Family and cultural situations
C. Their frequency of purchase
D. The way they respond to the marketing effort directed torward
them
E. Geographic location Answer - D. The way they respond to the
marketing effort directed torward them
Landyachtz recently launched a new Slide Glove for longboarders--Ly
Leather Slide Gloves. The local market segment consists of a few
longboarders in Provo Canyon. Retailers in the Utah market are
worried that the segment size is not large enough to make this
product profitable. Which characteristic of effective segmentation is
lacking?
A. Accessible
B. Durable
C. Measureable
,D. Substantial
E. Unique needs Answer - D. Substantial
Product positioning is:
A. The place a product occupies in the target customers' minds
B. Shelf size and location in major retail chains--grocery and
department stores
C. Geographic segmentation, often within major metropolitan and
suburban areas
D. A careful analysis of cross tabulations
E. What marketers do to a product Answer - A. The place a product
occupies in the target customers' minds
Perceptual maps show the judgments customers make regarding the
performance of a brand's features and benefits. Gap analysis extends
the perceptual maps method by asking customers to make
judgments regarding:
A. Cultural differences among consumers
B. The performance of competitive brands
C. Psychological differences among consumers
D. The importance of a brand's features and benefits to the buying
decision
E. The performance of external forces in the environment Answer -
D. The importance of a brand's features and benefits to the buying
decision
,Why dosen't "me too" positioning work as a value positioning
strategy?
A. The positioning approach does not give consumers a reason to
change
B. Competitors are just too difficult to copy
C. Competitors may have lower cost structures
D. Imitation is the sincerest form of flattery
E. Customers want consistency among competitors Answer - A. The
positioning approach does not give consumers a reason to change
Honda is a Japanese public multinational conglomerate corporation
primarily known as a manufacturer of automobiles, aircraft,
motorcycles, scooters, generators, water pumps, lawn and garden
equipment, rotary tillers, outboard motors, robotics, and small
engines. Closely related products that compete in the same general
product category (e.g., automobiles and trucks)--Accord, Civic,
Crosstour, CR-V, CR-Z, FCX Clarity, Fit, Insight, Odyssey, Pilot, and
Ridgeline--represent a:
A. Product item
B. Product mix
C. Product life cycle
D. Product line
E. Production promotion Answer - D. Product line
Considering a product's competitive angle, _______________ is
about finding significant pain points that are personally relevant to
, the target market while _______________ is about demonstrating
product-solving benefits.
A. Quantifiable Support, Unique Product Claim
B. Reason to Believe, Dominate Situations
C. Dominate Situations, Quantifiable Support
D. Need to Believe, Reason to Believe
E. Unique Product Claim, Need to Believe Answer - D. Need to
Believe, Reason to Believe
Products travel through life cycles starting with introduction stage
and finishing with maturity stage. In which stage of the product life
cycle do marketing managers seek to build product awareness and
consumer experience?
A. Introduction
B. Growth
C. Maturity
D. Decline
E. Obsolete Answer - A. Introduction
The most critical stage of the new product development process is
the concept testing stage because:
A. Type I and Type II errors can be estimated
B. Profit projections, including sales forecasts and costs, are
estimated
C. This is the first time the idea is tested with potential customers
D. Product development begins in earnest
WITH COMPLETE SOLUTION.
Market segmentation is the process of grouping customers into
relatively homogeneous sets or segments such that customers within
a segment are similar to one another in:
A. Age and psychographics
B. Family and cultural situations
C. Their frequency of purchase
D. The way they respond to the marketing effort directed torward
them
E. Geographic location Answer - D. The way they respond to the
marketing effort directed torward them
Landyachtz recently launched a new Slide Glove for longboarders--Ly
Leather Slide Gloves. The local market segment consists of a few
longboarders in Provo Canyon. Retailers in the Utah market are
worried that the segment size is not large enough to make this
product profitable. Which characteristic of effective segmentation is
lacking?
A. Accessible
B. Durable
C. Measureable
,D. Substantial
E. Unique needs Answer - D. Substantial
Product positioning is:
A. The place a product occupies in the target customers' minds
B. Shelf size and location in major retail chains--grocery and
department stores
C. Geographic segmentation, often within major metropolitan and
suburban areas
D. A careful analysis of cross tabulations
E. What marketers do to a product Answer - A. The place a product
occupies in the target customers' minds
Perceptual maps show the judgments customers make regarding the
performance of a brand's features and benefits. Gap analysis extends
the perceptual maps method by asking customers to make
judgments regarding:
A. Cultural differences among consumers
B. The performance of competitive brands
C. Psychological differences among consumers
D. The importance of a brand's features and benefits to the buying
decision
E. The performance of external forces in the environment Answer -
D. The importance of a brand's features and benefits to the buying
decision
,Why dosen't "me too" positioning work as a value positioning
strategy?
A. The positioning approach does not give consumers a reason to
change
B. Competitors are just too difficult to copy
C. Competitors may have lower cost structures
D. Imitation is the sincerest form of flattery
E. Customers want consistency among competitors Answer - A. The
positioning approach does not give consumers a reason to change
Honda is a Japanese public multinational conglomerate corporation
primarily known as a manufacturer of automobiles, aircraft,
motorcycles, scooters, generators, water pumps, lawn and garden
equipment, rotary tillers, outboard motors, robotics, and small
engines. Closely related products that compete in the same general
product category (e.g., automobiles and trucks)--Accord, Civic,
Crosstour, CR-V, CR-Z, FCX Clarity, Fit, Insight, Odyssey, Pilot, and
Ridgeline--represent a:
A. Product item
B. Product mix
C. Product life cycle
D. Product line
E. Production promotion Answer - D. Product line
Considering a product's competitive angle, _______________ is
about finding significant pain points that are personally relevant to
, the target market while _______________ is about demonstrating
product-solving benefits.
A. Quantifiable Support, Unique Product Claim
B. Reason to Believe, Dominate Situations
C. Dominate Situations, Quantifiable Support
D. Need to Believe, Reason to Believe
E. Unique Product Claim, Need to Believe Answer - D. Need to
Believe, Reason to Believe
Products travel through life cycles starting with introduction stage
and finishing with maturity stage. In which stage of the product life
cycle do marketing managers seek to build product awareness and
consumer experience?
A. Introduction
B. Growth
C. Maturity
D. Decline
E. Obsolete Answer - A. Introduction
The most critical stage of the new product development process is
the concept testing stage because:
A. Type I and Type II errors can be estimated
B. Profit projections, including sales forecasts and costs, are
estimated
C. This is the first time the idea is tested with potential customers
D. Product development begins in earnest
