Questions:
1. Market segmentation breaks mass markets into segments that have different buying habits.
True
False
Question 2.2. This is the person in an organization who has the ultimate authority for a "go-no-go" purchase decision.
the initiator
the influencer
the decider
the purchaser
Question 3.3. John is a Marketing Manager for Kaplan Soda Inc. He is making decisions about which customer groups his company will pursue for a particular brand or product line. What is this commonly referred to in marketing?
product segmentation
perpetual map
target marketing
market segmentation
Question 4.4. Most advertisements of industrial products in trade magazines are very ________ oriented.
feature
status
price
service
Question 5.5. Conni is a marketing manager for a paper manufacturer. Many customers are identified as a straight rebuy. Which of the following is an example of a straight rebuy?
frequently purchased routine purchases such as printer toner
upgrading the local intranet with new technologies
purchasing the first local intranet for a small business
routine purchases that have changed in some way such as air travel
Question 6.6. A SWOT analysis focuses on which of the following?
on your business only
on both your business and your competitors
on your competitors' businesses only
on the customers only
Question 7.7. What type of competition can destroy entire product categories when a major innovation occurs, so it requires attention, especially for long-run planning?
Product form
Product category
Generic
Budget
Question 8.8. Which of the following types of competition can be defined as products or services that the customer views as fulfilling the same need?
product form competition
product category competition
generic competition
budget competition
Question 9.9. What is the percentage change in one product's sales due to a percentage change in a marketing variable (such as price) for another product?
Reverse-elasticity
Demand-elasticity
Cross-elasticity
Supply-elasticity
Question 10.10. Tim is the marketing manager of a toy company. He is segmenting the market via psychographics. Which of the following is an example of a psychographic variable?
religion
lifestyle
social class
density
Question 11.11. Which of the following refers to one particular product segment of a particular industry?
a product brand.
a product variant.
a product type.
a product class.
Question 12.12. A market structure analysis is used to better understand the:
competition.
customers.
employees.
social environment.
Question 13.13. Cathy is a marketing manager for a computer organization. She is working on a new magazine ad and assessing the features of a new product. Which of the following best describes different specific combinations of features within each product type?
product types
product variants and brands
industry
product categories
Question 14.14. Sean is a marketing manager for a car manufacturer. He is looking to reach older married couples with dependent children. Which of the following stages of the family life cycle best describes older married couples with dependent children?
Full nest II
Empty nest I
Empty nest II
Full nest III
Question 15.15. In technology-based markets, the marketing manager must understand who the different customers that will purchase the product at the introductory stage of the product life cycle and who will purchase the product as it matures. According to Everett Rogers, which of the following types of customers will be the first to buy the product?
early adopters
early majority
innovators
laggards
Question 16.16. Conni is a marketing manager for a paper manufacturer. Many customers are identified as a straight rebuy. Identify the correct statement about a straight rebuy.
It is a very complex process.
A long time frame is required for this process.
The current supplier is in an advantageous position in a straight rebuy.
It takes place while purchasing expensive and seldom-purchased products.
Question 17.17. When a firm markets a product or service to another organization, it is called organization marketing.
True
False
Question 18.18. John is the marketing manager for a technology services company. They are looking to target the person who first recognizes the need for the product or service. What is this commonly referred to in marketing?
The initiator
The influencer
The decider
The purchaser
Question 19.19. The bottom line of a competitor analysis is:
assessing current marketing strategies of the competitors.
identifying strengths and weaknesses of your own organization.
assessing strengths and weaknesses of the competitors.
forecasting likely future strategies of the competitors.
Question 20.20. The value proposition offered by the competitors and the marketing mix used by them will most likely fall under which of the following parts of the competitor analysis?
determination of the competitors' major objectives
assessment of the competitors' current marketing strategies
assessment of the competitors' strengths and weaknesses
internal analysis of your firm's strengths and weaknesses relative to the competitors