TEST BANK MARKETING EXAM 2
QUESTIONS WITH ACTUAL ANSWERS
2025.
Market ______ evaluates each market segment's attractiveness and selects one
VV VV VV VV VV VV VV VV VV
or more segments to serve - ANSWER: targeting
VV VV VV VV VV VV VV VV
The step in designing a customer value-driven marketing strategy in which a
VV VV VV VV VV VV VV VV VV VV VV
company divides a market into distinct groups of buyers is known as market
VV VV VV VV VV VV VV VV VV VV VV VV VV
_____ - ANSWER: segmentation
VV VV VV VV
The process of evaluating each market segment's attractiveness and selecting
VV VV VV VV VV VV VV VV VV
one or more market segments to enter is called ______ - ANSWER: market
VV VV VV VV VV VV VV VV VV VV VV VV VV
targeting
VV
What is the purpose of differentiation? - ANSWER: To create superior customer
VV VV VV VV VV VV VV VV VV VV VV
value
VV
Which of the following statements about segmentation is true? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Different segments might require different marketing strategies or mixes
VV VV VV VV VV VV VV VV VV
What is positioning? - ANSWER: Arranging for a product to occupy a clear,
VV VV VV VV VV VV VV VV VV VV VV VV
distinctive, and desirable place relative to competing products in the minds of
VV VV VV VV VV VV VV VV VV VV VV VV
target consumers
VV VV
______ segmentation divides buyers into different segments based on lifestyle or
VV VV VV VV VV VV VV VV VV VV
personality characteristics - ANSWER: Psychographic
VV VV VV VV VV
_____ segmentation divides buyers into segments based on their knowledge,
VV VV VV VV VV VV VV VV VV
attitudes, uses, or responses to a product. - ANSWER: Behavioral
VV VV VV VV VV VV VV VV VV VV
Toothpastes claim they "whiten teeth," "fight bad breath," and "reduce plaque."
VV VV VV VV VV VV VV VV VV VV
Which base of segmentation is being used in this example? - ANSWER:
VV VV VV VV VV VV VV VV VV VV VV VV
Benefits sought
VV VV
Which of the following statements regarding segmentation is correct? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Consumer and business marketers use many similar variables, but business
VV VV VV VV VV VV VV VV VV VV
marketers use additional variables to segment their markets.
VV VV VV VV VV VV VV VV
,When marketers target segments such as sports fans, do-it-yourselfers,
VV VV VV VV VV VV VV VV
commuters, and wine enthusiasts, which base of segmentation are they using? -
VV VV VV VV VV VV VV VV VV VV VV VV
ANSWER: Psychographic segmentation
VV VV VV
If men and women respond similarly to the same marketing mix, they do not
VV VV VV VV VV VV VV VV VV VV VV VV VV
VVconstitute different segments. Gender would not be effective in this example
VV VV VV VV VV VV VV VV VV VV
VVbecause the segment is not ________. - ANSWER: differentiable
VV VV VV VV VV VV VV VV
Using a(n) __________ marketing strategy, a firm might decide to ignore market
VV VV VV VV VV VV VV VV VV VV VV
segment differences. - ANSWER: undifferentiated
VV VV VV VV VV
Instead of going after a small share of a large market, a firm goes after a large
VV VV VV VV VV VV VV VV VV VV VV VV VV VV VV VV
share of a smaller niche segment. This type of marketing strategy is known as
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
__________. - ANSWER: concentrated marketing
VV VV VV VV VV
A colleague wants to evaluate the attractiveness of a particular market segment.
VV VV VV VV VV VV VV VV VV VV VV
Which of the following would be good advice for your colleague? - ANSWER:
VV VV VV VV VV VV VV VV VV VV VV VV VV
Carefully consider the degree of competition and ease of entry into the
VV VV VV VV VV VV VV VV VV VV VV VV
segment.
VV
Anythinglefthanded.com.uk only sells products designed for left-handed people. VV VV VV VV VV VV VV
Which targeting strategy is it using? - ANSWER: Concentrated marketing
VV VV VV VV VV VV VV VV VV VV
On the My M&Ms Web site, users can place custom orders for M&Ms. They can
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
choose their own colors, put a personalized text message on the candies, and
VV VV VV VV VV VV VV VV VV VV VV VV VV
even upload a photo to be placed on each M&M. Which targeting strategy is
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
M&M using here? - ANSWER: Individual marketing
VV VV VV VV VV VV VV
One important consideration in using a differentiated targeting strategy is that
VV VV VV VV VV VV VV VV VV VV
________. - ANSWER: it can increase costs
VV VV VV VV VV VV VV
Amazon and GEICO set themselves apart with their smooth-functioning direct
VV VV VV VV VV VV VV VV VV
delivery strategy referred to as __________ differentiation. - ANSWER: channel
VV VV VV VV VV VV VV VV VV VV
The winning value proposition by discount stores such as Walmart and Best Buy
VV VV VV VV VV VV VV VV VV VV VV VV
can be categorized as __________. - ANSWER: the same for less
VV VV VV VV VV VV VV VV VV VV VV
A company can differentiate itself from competitors using symbols such as
VV VV VV VV VV VV VV VV VV VV
McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of
VV VV VV VV VV VV VV VV VV VV VV VV
differentiation is this? - ANSWER: Image differentiation
VV VV VV VV VV VV VV
The Westin Stamford Hotel in Singapore failed when it once advertised itself as
VV VV VV VV VV VV VV VV VV VV VV VV
the world's tallest hotel. This difference was not worth establishing because it
VV VV VV VV VV VV VV VV VV VV VV VV
did not satisfy which of the following criteria? - ANSWER: Important
VV VV VV VV VV VV VV VV VV VV VV
, What are perceptual positioning maps used for? - ANSWER: To show consumer
VV VV VV VV VV VV VV VV VV VV VV
perceptions of different brands on important buying dimensions
VV VV VV VV VV VV VV VV
Which value proposition is difficult to sustain in the long run? - ANSWER: More
VV VV VV VV VV VV VV VV VV VV VV VV VV
for less
VV VV
Amazon and GEICO set themselves apart with their smooth-functioning direct
VV VV VV VV VV VV VV VV VV
delivery strategy referred to as __________ differentiation. - ANSWER: channel
VV VV VV VV VV VV VV VV VV VV
Which of the following forms of products are considered as services? -
VV VV VV VV VV VV VV VV VV VV VV
ANSWER: Airline travel
VV VV VV
Blood donations to the Red Cross are considered __________ products. -
VV VV VV VV VV VV VV VV VV VV
ANSWER: unsought
VV VV
Which of the following correctly defines a product? - ANSWER: A product is
VV VV VV VV VV VV VV VV VV VV VV VV
anything offered to a market that might satisfy a need or want.
VV VV VV VV VV VV VV VV VV VV VV VV
Charles Revson started Revlon. He once said "We sell hope." Revson was
VV VV VV VV VV VV VV VV VV VV VV
defining the ______ of Revlon cosmetics. - ANSWER: core customer value
VV VV VV VV VV VV VV VV VV VV VV
Manny is willing to exert special effort to find a valuable and rare 1960 baseball
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
card featuring the famous New York Yankee, Mickey Mantle. This baseball card
VV VV VV VV VV VV VV VV VV VV VV VV
would be classified as a(n) ______ product. - ANSWER: specialty
VV VV VV VV VV VV VV VV VV VV
Materials and parts, capital items, and supplies are services or groups of _____
VV VV VV VV VV VV VV VV VV VV VV VV
products. - ANSWER: industrial
VV VV VV VV
Freedom from defects and consistency in delivering a targeted level of
VV VV VV VV VV VV VV VV VV VV
performance is an attribute of product's __________. - ANSWER: conformance
VV VV VV VV VV VV VV VV VV VV
quality
VV
__________ helps the seller to segment markets. - ANSWER: branding
VV VV VV VV VV VV VV VV VV
In determining product quality, what are the two dimensions of quality marketers
VV VV VV VV VV VV VV VV VV VV VV
must decide upon? - ANSWER: Level and consistency
VV VV VV VV VV VV VV VV
When a company lengthens a product line by adding more items within that
VV VV VV VV VV VV VV VV VV VV VV VV
line's current range, it is ________. - ANSWER: filling the file
VV VV VV VV VV VV VV VV VV VV VV
Which of the following statements regarding the important decisions in the
VV VV VV VV VV VV VV VV VV VV
development and marketing of individual products is correct? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Product attributes that communicate and deliver benefits to the consumer include
VV VV VV VV VV VV VV VV VV VV VV
quality, features, style, and design
VV VV VV VV VV
QUESTIONS WITH ACTUAL ANSWERS
2025.
Market ______ evaluates each market segment's attractiveness and selects one
VV VV VV VV VV VV VV VV VV
or more segments to serve - ANSWER: targeting
VV VV VV VV VV VV VV VV
The step in designing a customer value-driven marketing strategy in which a
VV VV VV VV VV VV VV VV VV VV VV
company divides a market into distinct groups of buyers is known as market
VV VV VV VV VV VV VV VV VV VV VV VV VV
_____ - ANSWER: segmentation
VV VV VV VV
The process of evaluating each market segment's attractiveness and selecting
VV VV VV VV VV VV VV VV VV
one or more market segments to enter is called ______ - ANSWER: market
VV VV VV VV VV VV VV VV VV VV VV VV VV
targeting
VV
What is the purpose of differentiation? - ANSWER: To create superior customer
VV VV VV VV VV VV VV VV VV VV VV
value
VV
Which of the following statements about segmentation is true? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Different segments might require different marketing strategies or mixes
VV VV VV VV VV VV VV VV VV
What is positioning? - ANSWER: Arranging for a product to occupy a clear,
VV VV VV VV VV VV VV VV VV VV VV VV
distinctive, and desirable place relative to competing products in the minds of
VV VV VV VV VV VV VV VV VV VV VV VV
target consumers
VV VV
______ segmentation divides buyers into different segments based on lifestyle or
VV VV VV VV VV VV VV VV VV VV
personality characteristics - ANSWER: Psychographic
VV VV VV VV VV
_____ segmentation divides buyers into segments based on their knowledge,
VV VV VV VV VV VV VV VV VV
attitudes, uses, or responses to a product. - ANSWER: Behavioral
VV VV VV VV VV VV VV VV VV VV
Toothpastes claim they "whiten teeth," "fight bad breath," and "reduce plaque."
VV VV VV VV VV VV VV VV VV VV
Which base of segmentation is being used in this example? - ANSWER:
VV VV VV VV VV VV VV VV VV VV VV VV
Benefits sought
VV VV
Which of the following statements regarding segmentation is correct? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Consumer and business marketers use many similar variables, but business
VV VV VV VV VV VV VV VV VV VV
marketers use additional variables to segment their markets.
VV VV VV VV VV VV VV VV
,When marketers target segments such as sports fans, do-it-yourselfers,
VV VV VV VV VV VV VV VV
commuters, and wine enthusiasts, which base of segmentation are they using? -
VV VV VV VV VV VV VV VV VV VV VV VV
ANSWER: Psychographic segmentation
VV VV VV
If men and women respond similarly to the same marketing mix, they do not
VV VV VV VV VV VV VV VV VV VV VV VV VV
VVconstitute different segments. Gender would not be effective in this example
VV VV VV VV VV VV VV VV VV VV
VVbecause the segment is not ________. - ANSWER: differentiable
VV VV VV VV VV VV VV VV
Using a(n) __________ marketing strategy, a firm might decide to ignore market
VV VV VV VV VV VV VV VV VV VV VV
segment differences. - ANSWER: undifferentiated
VV VV VV VV VV
Instead of going after a small share of a large market, a firm goes after a large
VV VV VV VV VV VV VV VV VV VV VV VV VV VV VV VV
share of a smaller niche segment. This type of marketing strategy is known as
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
__________. - ANSWER: concentrated marketing
VV VV VV VV VV
A colleague wants to evaluate the attractiveness of a particular market segment.
VV VV VV VV VV VV VV VV VV VV VV
Which of the following would be good advice for your colleague? - ANSWER:
VV VV VV VV VV VV VV VV VV VV VV VV VV
Carefully consider the degree of competition and ease of entry into the
VV VV VV VV VV VV VV VV VV VV VV VV
segment.
VV
Anythinglefthanded.com.uk only sells products designed for left-handed people. VV VV VV VV VV VV VV
Which targeting strategy is it using? - ANSWER: Concentrated marketing
VV VV VV VV VV VV VV VV VV VV
On the My M&Ms Web site, users can place custom orders for M&Ms. They can
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
choose their own colors, put a personalized text message on the candies, and
VV VV VV VV VV VV VV VV VV VV VV VV VV
even upload a photo to be placed on each M&M. Which targeting strategy is
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
M&M using here? - ANSWER: Individual marketing
VV VV VV VV VV VV VV
One important consideration in using a differentiated targeting strategy is that
VV VV VV VV VV VV VV VV VV VV
________. - ANSWER: it can increase costs
VV VV VV VV VV VV VV
Amazon and GEICO set themselves apart with their smooth-functioning direct
VV VV VV VV VV VV VV VV VV
delivery strategy referred to as __________ differentiation. - ANSWER: channel
VV VV VV VV VV VV VV VV VV VV
The winning value proposition by discount stores such as Walmart and Best Buy
VV VV VV VV VV VV VV VV VV VV VV VV
can be categorized as __________. - ANSWER: the same for less
VV VV VV VV VV VV VV VV VV VV VV
A company can differentiate itself from competitors using symbols such as
VV VV VV VV VV VV VV VV VV VV
McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of
VV VV VV VV VV VV VV VV VV VV VV VV
differentiation is this? - ANSWER: Image differentiation
VV VV VV VV VV VV VV
The Westin Stamford Hotel in Singapore failed when it once advertised itself as
VV VV VV VV VV VV VV VV VV VV VV VV
the world's tallest hotel. This difference was not worth establishing because it
VV VV VV VV VV VV VV VV VV VV VV VV
did not satisfy which of the following criteria? - ANSWER: Important
VV VV VV VV VV VV VV VV VV VV VV
, What are perceptual positioning maps used for? - ANSWER: To show consumer
VV VV VV VV VV VV VV VV VV VV VV
perceptions of different brands on important buying dimensions
VV VV VV VV VV VV VV VV
Which value proposition is difficult to sustain in the long run? - ANSWER: More
VV VV VV VV VV VV VV VV VV VV VV VV VV
for less
VV VV
Amazon and GEICO set themselves apart with their smooth-functioning direct
VV VV VV VV VV VV VV VV VV
delivery strategy referred to as __________ differentiation. - ANSWER: channel
VV VV VV VV VV VV VV VV VV VV
Which of the following forms of products are considered as services? -
VV VV VV VV VV VV VV VV VV VV VV
ANSWER: Airline travel
VV VV VV
Blood donations to the Red Cross are considered __________ products. -
VV VV VV VV VV VV VV VV VV VV
ANSWER: unsought
VV VV
Which of the following correctly defines a product? - ANSWER: A product is
VV VV VV VV VV VV VV VV VV VV VV VV
anything offered to a market that might satisfy a need or want.
VV VV VV VV VV VV VV VV VV VV VV VV
Charles Revson started Revlon. He once said "We sell hope." Revson was
VV VV VV VV VV VV VV VV VV VV VV
defining the ______ of Revlon cosmetics. - ANSWER: core customer value
VV VV VV VV VV VV VV VV VV VV VV
Manny is willing to exert special effort to find a valuable and rare 1960 baseball
VV VV VV VV VV VV VV VV VV VV VV VV VV VV
card featuring the famous New York Yankee, Mickey Mantle. This baseball card
VV VV VV VV VV VV VV VV VV VV VV VV
would be classified as a(n) ______ product. - ANSWER: specialty
VV VV VV VV VV VV VV VV VV VV
Materials and parts, capital items, and supplies are services or groups of _____
VV VV VV VV VV VV VV VV VV VV VV VV
products. - ANSWER: industrial
VV VV VV VV
Freedom from defects and consistency in delivering a targeted level of
VV VV VV VV VV VV VV VV VV VV
performance is an attribute of product's __________. - ANSWER: conformance
VV VV VV VV VV VV VV VV VV VV
quality
VV
__________ helps the seller to segment markets. - ANSWER: branding
VV VV VV VV VV VV VV VV VV
In determining product quality, what are the two dimensions of quality marketers
VV VV VV VV VV VV VV VV VV VV VV
must decide upon? - ANSWER: Level and consistency
VV VV VV VV VV VV VV VV
When a company lengthens a product line by adding more items within that
VV VV VV VV VV VV VV VV VV VV VV VV
line's current range, it is ________. - ANSWER: filling the file
VV VV VV VV VV VV VV VV VV VV VV
Which of the following statements regarding the important decisions in the
VV VV VV VV VV VV VV VV VV VV
development and marketing of individual products is correct? - ANSWER:
VV VV VV VV VV VV VV VV VV VV
Product attributes that communicate and deliver benefits to the consumer include
VV VV VV VV VV VV VV VV VV VV VV
quality, features, style, and design
VV VV VV VV VV
