Marketing Exam: – Targeting the Marketplace 1. If a marketer feels the need to abandon the current configuration of the marketing mix to revitalize the product or service, one preferred option is A. lifestyle symbolization utilization. B. ideal-point perception planning. C. repositioning. D. target concentration. 2. If the results of marketing research provide information that’s used in making management decisions, marketing research will A. become an important profit center in its own right. B. create value. C. become an executive staff function. D. replace the need for detailed planning exercises. 3. The first step in the segmentation process is to A. produce a perceptual map. B. clearly articulate the competition’s modes and methods in advertising. C. clearly articulate the firm’s vision or marketing strategy objectives. D. produce a disclosure statement listing the strengths and weaknesses of the firm’s past marketing strategies. 4. Because marketing is all about creating value for customers, dividing the market based on _______ segmentation can be quite useful. A. geographic B. benefit C. self-actualization D. psychographic 5. One of the most important factors in creating solid, actionable recommendations is that market researchers must collect, record, analyze, and interpret data in a(n) _______ fashion. A. entrepreneurial B. systematic C. opportunistic D. synchronous rather than asynchronous 6. As access to the Internet becomes nearly universal, it makes many potential market segments become more A. reachable. B. substantial. C. identifiable. D. perceptive. 7. When the market research problem isn’t clearly defined, a researcher should engage in _______ research. A. syndicated marketing surveys B. exploratory C. conclusive D. data mining 8. Travel marketers know Baby Boomers represent a huge demographic segment. They also know Baby Boomers are heavily motivated by self-fulfillment, which
creates the possibility of _______ segmentation. A. geographic B. self-concept C. benefit D. psychographic 9. If a firm has geodemographic and purchasing information about its customers, the firm can effectively use data mining techniques to A. create new customer surveys. B. tailor separate marketing programs for different geodemographic segments. C. quantify unstructured survey question responses using geographic statistical simulations. D. understand psychographic motivations. 10. In the classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into “Butterball” turkeys. In the process, the company A. avoided the SARS virus. B. created a new class of micromarketing. C. raised consumers’ self-concepts. D. differentiated its product. 11. Commercial research firms like ACNielsen, J. D. Power, and Simmons Market Research Bureau are sources of A. primary data. B. secondary data. C. data mining. D. syndicated data. 12. If a marketing researcher is ready to move beyond preliminary insights, he or she is ready to engage in A. exploratory research. B. conclusive research. C. data warehousing. D. syndicated marketing surveys. 13. Assuming a market research study will reduce uncertainty associated with a proposed project, which of the following is the next major question that needs to be addressed before starting the study? A. How will the questions be defined? B. Is top management committed to the study? C. Will observation research be considered intrusive? D. How will the results be presented? 14. Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a _______ segmentation strategy. A. micromarketing B. benefit C. concentrated D. differentiated 15. From charitable giving, to medical records, to Internet tracking, consumers are
more anxious than ever about A. exploitation of resources by unscrupulous global marketers. B. the use of secondary data retrieval systems. C. the use of data mining by dating services. D. preserving their fundamental right to privacy. 16. McDonald’s used marketing research to develop a store redesign program worldwide. Among the recommendations from the marketing research were efforts for McDonald’s to A. abandon its traditional red-and-yellow color scheme for a more patriotic red, white, and blue. B. eliminate drive-throughs in all future new restaurants. C. identify three actionable segments, each with specific design needs. D. create a quiet, more-private area for customers who wanted a more intimate meeting space. 17. The major advantage of primary research data is that it A. can be easily accessed through syndicated data bases. B. is general enough to meet many different researchers’ needs. C. can be tailored to meet the specific research needs. D. takes less time to collect than secondary data. 18. Several years ago, General Motors ran an advertising campaign for their Oldsmobile line of cars using the slogan, “Not your father’s automobile” and a young woman as spokesperson. GM was attempting to _______ the Oldsmobile line. A. reposition B. position C. use salient feature differentiation for D. identify a target market for 19. Which of the following is a correct statement about segmentation schemes? A. Firms are likely to use selected segmentation schemes to enter into undifferentiated markets. B. Firms are likely to use one or rarely two segmentation schemes as an economic convenience. C. Firms are likely to use multiple segmentation methods to leverage the capacities of each. D. Firms are likely to use a different segmentation scheme depending on whether they’re production, sales, or marketing oriented.
20. For each target market, General Imaging Corporation, a manufacturer of imaging equipment, should engage in positioning, adjusting their marketing mix variables to give customers A. a psychographic consultation based on value-enhanced manufacturing. B. a virtual perceptual map of the imaging landscape. C. better Medicaid and Medicare payments. D. a clear, distinctive, and desirable understanding of their products relative to competing products.
21. If values provide goals, and self-concept is the way we see ourselves, lifestyles are A. marketing manipulation of consumers’ fears. B. images of how we should live our lives.
C. how we live our lives to achieve goals. D. motivations turned into perceptual maps.
22. Psychographics is the segmentation method that delves into how consumers A. describe themselves. B. allocate scarce incomes on a variety of goods and services. C. watch television. D. adjust to demographic changes.
23. Company sales invoices, census data, and trade association statistics are examples of _______ data. A. outdated B. secondary C. primary D. simplistic
24. Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of market research primarily to A. provide a link between him and his production center. B. increase profits through the sale of syndicated data. C. help him understand the needs of his customers. D. monitor his competitors.
25. Within a perceptual map, an ideal point represents where A. the marketing mix is established as a base-line. B. costs and benefits equal each other. C. a particular market segment’s desired product would lie. D. the lifestyle symbolism matches the consumer’s self-idealization perception.
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