MKTG 201 EXAM QUESTIONS AND
ANSWERS 100% PASS 2026/2027
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 - ANS 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 - ANS D. Substantial
@2026 ALLRIGHTS RESERVED 1
,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 - ANS 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 - ANS 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 - ANS A. The positioning approach does
not give consumers a reason to change
@2026 ALLRIGHTS RESERVED 2
, 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 - ANS 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 - ANS 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
@2026 ALLRIGHTS RESERVED 3
ANSWERS 100% PASS 2026/2027
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 - ANS 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 - ANS D. Substantial
@2026 ALLRIGHTS RESERVED 1
,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 - ANS 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 - ANS 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 - ANS A. The positioning approach does
not give consumers a reason to change
@2026 ALLRIGHTS RESERVED 2
, 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 - ANS 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 - ANS 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
@2026 ALLRIGHTS RESERVED 3
