Quiz chap 6 Flashcards
- (p. 135) Identify the process by which a market is divided into distinct subsets of customers with similar needs and characteristics that led them to respond in similar ways to a particular product offering and marketing program.
A. Target marketing
B. Market segmentation
C. Product positioning
D. Diversification
B. Market segmentation
- (p. 135) Which of the following involves evaluating the firm’s mission and capabilities to deliver what each segment wants, in order to choose which segments it will serve?
A. Market penetration
B. Market segmentation
C. Product development
D. Target marketing
D. Target marketing (mission and capabilities - which segments it will serve)
- (p. 135-136) If in a certain country, the population growth has slowed, and more product-markets are maturing the result is most likely to be one of
A. Intense competition and increase in brand extensions
B. Lower competition among products within a single market segment
C. Multimillion-dollar businesses that serve large market segments
D. Many new media that appeal to broad and wide interest groups
A
A. Intense competition and increase in brand extensions (product-markets are maturing –> thị trường sp đã già –> competition, brand extensions)
nhiều thị trường sản phẩm hơn đang trưởng thành, kết quả rất có thể là một trong những
- (p. 136) The competitive environment in some industries is witnessing developments such as build-to-order processes, mass-customization of products, and computer-aided design technology. What reason can be attributed to the rising importance of marketing segmentation in such an environment?
A. Population growth has increased, and more product-markets are maturing
B. Social and economic forces have resulted in customers with less disposable incomes
C. An increasing trend toward microsegmentation exists in which extremely small market segments are targeted
D. Competitive inertia during the market shakeout period as the market transitions from product maturity to the decline stage
C. An increasing trend toward microsegmentation exists in which extremely small market segments are targeted
build-to-order processes, mass-customization of products, and computer-aided design technology
-> small market segments are targeted
- (p. 137) Which of the following is not an objective entailed in the market segmentation process?
A. Identifying a homogeneous segment that differs from other segments
B. Specifying criteria that define the segment
C. Developing strategic alliances in the decline stage of the product
D. Determining segment size and potential
C. Developing strategic alliances in the decline stage of the product
(market segmentation process - no “alliances”)
- (p. 137) All of the following are reasons why the segmentation criteria should describe the market segments clearly except
Tất cả những điều sau đây là lý do tại sao các tiêu chí phân đoạn phải mô tả các phân đoạn thị trường một cách rõ ràng ngoại trừ
A. Members can be readily identified and accessed
B. Marketers need to know whether a given prospective customer is or is not in the target market
C. To analyze customers’ likely responses to differences in the elements of the marketing mix
D. To reach the prospective customer with advertising or other marketing communication messages
C. To analyze customers’ likely responses to differences in the elements of the marketing mix
(segmentation criteria should describe the market segments clearly - except “likely responses…marketing mix”)
- (p. 137-138) Which of the following statements emphasizes the impact of income in segmenting markets geographically?
A. Mobile service providers are focusing attention on the 65-plus segment to improve penetration
B. Toyota has launched an online information service aimed at women as they directly influence eight out of ten vehicle purchases
C. Nokia has launched a subsidiary to create an ultra-exclusive mobile telephone targeting customers buying prestige products
D. The increase in the number of working women has created needs for specialized goods and services
C. Nokia has launched a subsidiary to create an ultra-exclusive mobile telephone targeting customers buying prestige products
(income –> ultra-exclusive (độc quyền) - prestige products (sp uy tín)
- (p. 139) Which of the following statements about geographic segmentation is incorrect?
A. It is used only in consumer markets
B. It is used when customers are unwilling to travel very far to obtain the goods they require
C. It is particularly important in retailing and many services businesses
D. It is helpful as regions vary in their sales potential, customer needs, etc
A. It is used only in consumer markets (incorrect - “only”)
- (p. 140) “Gatorade’s” original target market consisted of athletes who needed to replenish water and salts lost through perspiration. “Specialized” and “Gary Fisher” target bicyclists who wish to ride on single-track trails or back-country terrain. Which type of segmentation do these examples highlight?
A. Demographic
B. Geographical
C. Behavioral
D. Geodemographic
C. Behavioral (wish to ride on single-track trails or back-country terrain)
- (p. 140) Which of the following illustrations exemplifies behavioral segmentation?
A. Uni-Marts, Inc., a convenience store, focuses on small towns and rural areas, thereby avoiding big competitors
B. In the United States, car companies have found ways to cater to the needs of the multicultural segment
C. The sales of certain kinds of products such as trade magazines are tied closely to occupational type
D. Over the years, Volvo has emphasized safety whereas Jaguar has emphasized styling, quickness, and status
D. Over the years, Volvo has emphasized safety whereas Jaguar has emphasized styling, quickness, and status
(behavioral - safety/styling, quickness, and status)
- (p. 140) Consumers evaluate product or brand alternative on the basis of desired characteristics and how valuable each characteristic is. This is referred to as the
A. Purchase influence for the product
B. Buying situation for the consumer
C. Choice criteria of the consumer
D. Centralized purchasing structure
C. Choice criteria of the consumer (choice - characteristics)
- (p. 142) Principle-oriented consumers are consumers who
A. Are motivated by abstract and idealized criteria for products or services
B. Shop for products that demonstrate the consumer’s success
C. Are guided by the need for social or physical activity, variety, and risk taking
D. Provide consumer-inputs to marketers during product development
A. Are motivated by abstract and idealized criteria for products or services
(Principle-oriented (cứng nhắc) - abstract and idealized criteria)
tend to make decisions based on abstract, idealized criteria (for example, quality, integrity, tradition) rather than on feelings, experiences or a desire for social approval.
- (p. 142) _____ will influence a buyer to consider all transactions with a given supplier on a global basis, to emphasize cost savings, and to minimize risk.
A. Benefits sought
B. Purchasing structure
C. Average income
D. Purchase influence
B. Purchasing structure (emphasize cost savings, and to minimize risk)
(design of the purchasing department or its function and the way it is linked to, and configured within, the wider organisational design and business model.)
- (p. 142) Which of the following occurs when some element, such as price or delivery schedules, has changed in a client-supplier relationship?
A. Straight rebuy
B. New task rebuy
C. Modified rebuy
D. New buying situation
C. Modified rebuy (Giảm giá đã sửa đổi) (modified - changed)
- (*) (p. 143) All of the following are benefits managers gain from applying a common analytical framework across segments to evaluate the potential of alternative market segments except
A. To compare the future potential of different segments using the same set of criteria
B. To prioritize different segments to decide which segments to target
C. To analyze how resources and marketing efforts should be allocated
D. To portray how different segments represent equally attractive opportunities
(Để miêu tả cách các phân khúc khác nhau đại diện cho các cơ hội hấp dẫn như nhau)
D. To portray how different segments represent equally attractive opportunities
