Chap004:TEST
BANK Basic
Marketing by E.
Jerome
McCarthy, 18th
edition
,Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
Chapter 04
Focusing Marketing Strategy with Segmentation and Positioning
True / False Questions
1. A market is a group of two or more sellers who offer substitute ways of satisfying customer
needs.
True False
2. A market is a group of competitors selling similar products.
True False
3. The main difference between a "product-market" and a "generic market" is whether
customer needs are similar or different.
True False
4. A generic market description looks at market broadly and from a customer's viewpoint.
True False
5. A "generic market" is a market in which sellers offer substitute products which are so
similar that customers see them as "all the same."
True False
6. A product-market is a market with broadly similar needs—and sellers offering various,
often diverse, ways of satisfying those needs.
True False
7. A firm's "relevant market for finding opportunities" should be bigger than the present
product-market but not so large that it couldn't expand and still be an important competitor.
True False
4-1
,Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
8. Product type describes the goods and/or services that customers want.
True False
9. The definition of a product-market includes a product type while the definition of a generic
market does not include a product type.
True False
10. A generic market description includes customer needs and product-type terms.
True False
11. Effective market segmentation is a two-step process that starts with naming broad
product-markets and then goes on to segmenting these broad product-markets into more
homogeneous submarkets.
True False
12. Market segmentation is a two-step process that involves naming broad product-markets
and segmenting these broad product-markets in order to select target markets and develop
suitable marketing mixes.
True False
13. Using one or two demographic dimensions to describe market segments usually does not
provide enough detail for planning a marketing strategy.
True False
14. Market segmentation says that target marketers should develop one good marketing mix
aimed at a fairly large market.
True False
4-2
, Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
15. Marketing-oriented managers think of segmenting as a disaggregating process.
True False
16. Marketing-oriented managers see segmenting as a process of aggregating people with
similar needs into a group.
True False
17. Ideally, segmenters should start with the idea that each person is "one of a kind" and can
be described by a special set of dimensions that may be used to aggregate similar customers
together.
True False
18. One of the difficult things about segmenting is that not every customer will neatly fit into
some market segment.
True False
19. The correct number of submarkets in a broad product-market is usually obvious, so the
likelihood of managerial error is small.
True False
20. A "good" market segment should be composed of people who are as homogeneous as
possible with respect to their likely responses to marketing mix variables.
True False
21. "Homogeneous within" means that the customers in a market segment should be as similar
as possible with respect to their likely responses to marketing mix variables and their
segmenting dimensions.
True False
4-3
BANK Basic
Marketing by E.
Jerome
McCarthy, 18th
edition
,Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
Chapter 04
Focusing Marketing Strategy with Segmentation and Positioning
True / False Questions
1. A market is a group of two or more sellers who offer substitute ways of satisfying customer
needs.
True False
2. A market is a group of competitors selling similar products.
True False
3. The main difference between a "product-market" and a "generic market" is whether
customer needs are similar or different.
True False
4. A generic market description looks at market broadly and from a customer's viewpoint.
True False
5. A "generic market" is a market in which sellers offer substitute products which are so
similar that customers see them as "all the same."
True False
6. A product-market is a market with broadly similar needs—and sellers offering various,
often diverse, ways of satisfying those needs.
True False
7. A firm's "relevant market for finding opportunities" should be bigger than the present
product-market but not so large that it couldn't expand and still be an important competitor.
True False
4-1
,Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
8. Product type describes the goods and/or services that customers want.
True False
9. The definition of a product-market includes a product type while the definition of a generic
market does not include a product type.
True False
10. A generic market description includes customer needs and product-type terms.
True False
11. Effective market segmentation is a two-step process that starts with naming broad
product-markets and then goes on to segmenting these broad product-markets into more
homogeneous submarkets.
True False
12. Market segmentation is a two-step process that involves naming broad product-markets
and segmenting these broad product-markets in order to select target markets and develop
suitable marketing mixes.
True False
13. Using one or two demographic dimensions to describe market segments usually does not
provide enough detail for planning a marketing strategy.
True False
14. Market segmentation says that target marketers should develop one good marketing mix
aimed at a fairly large market.
True False
4-2
, Chapter 04 - Focusing Marketing Strategy with Segmentation and Positioning
15. Marketing-oriented managers think of segmenting as a disaggregating process.
True False
16. Marketing-oriented managers see segmenting as a process of aggregating people with
similar needs into a group.
True False
17. Ideally, segmenters should start with the idea that each person is "one of a kind" and can
be described by a special set of dimensions that may be used to aggregate similar customers
together.
True False
18. One of the difficult things about segmenting is that not every customer will neatly fit into
some market segment.
True False
19. The correct number of submarkets in a broad product-market is usually obvious, so the
likelihood of managerial error is small.
True False
20. A "good" market segment should be composed of people who are as homogeneous as
possible with respect to their likely responses to marketing mix variables.
True False
21. "Homogeneous within" means that the customers in a market segment should be as similar
as possible with respect to their likely responses to marketing mix variables and their
segmenting dimensions.
True False
4-3
