Question 1

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to ________ chocolate milk in the minds of adult consumers.
A) segment
B) differentiate
C) explain
D) promote
E) reposition

Accepted Answer

The dairies aimed to change the perception of chocolate milk among adults, which means they wanted to reposition it in the minds of consumers.

Question 2

In its early years, Apple was often called "Camp Runamok" because
A) every employee was encouraged to do his or her own thing.
B) it was concentrating on laptops while everyone else was concentrating on personal computers.
C) all the employees were so young, so they often played more than they worked.
D) there were no coherent product lines targeted at identifiable market segments.
E) its personal computers were running amok with viruses, spyware, and other problems.

Accepted Answer

The answer of In its early years, Apple was often...

Question 3

According to an analysis of an Apple market-product grid for its personal computer line, Apple would get the least product synergies from the
A) most expensive products, Mac Pro and MacBook Pro.
B) most versatile products, Mac Pro and iMac.
C) products with the most complimentary market segments, iMac and MacBook Air.
D) products with the fewest complimentary market segments, Mac Pro and Mac Mini.
E) least frequently updated products, MacBook Air and Mac Mini.

Accepted Answer

The Mac Pro and Mac Mini serve very different market segments, with the Mac Pro targeting high-end professional users and the Mac Mini targeting entry-level users, resulting in fewer synergies.

Question 4

During its market segmentation process for the Nike Air Jordan 6 Retro Paris Saint-Germain basketball shoe, which sells for $225 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of
A) selecting target market segments to reach.
B) forming products to be sold into groups.
C) developing a market-product grid and estimating size of markets.
D) taking marketing actions to reach target markets.
E) forming prospective buyers into segments.

Accepted Answer

Nike's decision to concentrate on affluent teens rather than high school basketball teams is an example of selecting target market segments to reach.

Question 5

A positioning approach that involves seeking a less-competitive, smaller market niche in which to locate a brand is referred to as
A) competitive repositioning.
B) head-to-head positioning.
C) differentiation positioning.
D) downsize positioning.
E) product repositioning.

Accepted Answer

Differentiation positioning involves finding a unique market niche that is less competitive, allowing a brand to stand out by offering something distinct from competitors.

Question 6

Changing the place an offering occupies in a consumer's mind relative to competitive products is referred to as
A) product placement.
B) perceptual mapping.
C) product positioning.
D) product repositioning.
E) product differentiation.

Accepted Answer

Product repositioning involves changing the way a product is perceived in the consumer's mind relative to competitors, often to target a new market or adjust to market changes.

Question 7

In an the Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This product would allows Apple to enjoy
A) segment differentiation.
B) marketing synergies.
C) product synergies.
D) segment repositioning.
E) product differentiation.

Accepted Answer

The answer of In an the Apple market-product grid for...

Question 8

Jordan Lewis owns a company that makes Triangle BBQ Sauce. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just
A) formed a market segment using critical product features.
B) formed products to be sold into groups.
C) developed a market-product grid and estimating size of markets.
D) taken a marketing action to reach a target market segment.
E) formed prospective buyers into segments.

Accepted Answer

Lewis has taken a marketing action to reach a target market segment by joining a local specialty food association to advertise and distribute her product to local consumers.

Question 9

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.
A) product repositioning
B) perceptual mapping
C) product positioning
D) product differentiation
E) psychographic

Accepted Answer

The strategy described is aimed at changing consumer perceptions of Kia's vehicles, which aligns with product repositioning.

Question 10

Product repositioning is
A) the place a product offering occupies in consumers' minds on important attributes.
B) using a market-product grid to place products in their appropriate places on that grid to identify potential untapped markets.
C) changing the place an offering occupies in a consumer's mind relative to competitive products.
D) the practice of selling a firm's least successful product line and redirecting that revenue into a totally new product.
E) the competitive advantage of one product over another.

Accepted Answer

Product repositioning involves changing the perception of a product in the consumer's mind relative to competing products.

Question 11

Head-to-head positioning requires a product to
A) compete with products from competitors of the same size and country of origin.
B) compete with competitors on similar product attributes but in a different market.
C) compete with competitors on similar product attributes in the same market.
D) compete against very similar products from its own company.
E) compete against a single competitor with an identical offering.

Accepted Answer

Head-to-head positioning involves competing with competitors on similar product attributes in the same market, aiming to capture the same target audience.

Question 12

Marketing synergies often come at the expense of product synergies because
A) product synergies are more effective for penetrating a market rather than creating one.
B) multiple market segments usually require multiple products.
C) it is easier to change a product than to completely develop a new marketing plan.
D) a single customer segment will likely require a variety of products, each of which must be designed and manufactured.
E) no company can afford to do both at the same time.

Accepted Answer

A single customer segment will likely require a variety of products, each of which must be designed and manufactured.

Question 13

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?
A) Burger King
B) In-N-Out Burger
C) McDonald's
D) Five Guys
E) Smashburger

Accepted Answer

Five Guys is the only competitor mentioned in the text that is experiencing explosive growth in the number of current and proposed locations.

Question 14

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as
A) product repositioning.
B) relative positioning.
C) competitive positioning.
D) product positioning.
E) selective perception.

Accepted Answer

Product positioning refers to the place a product occupies in consumers' minds based on important attributes relative to competitive products.

Question 15

Two key types of synergies related to segmentation and targeting are
A) supplier and distributor synergies.
B) marketing and product synergies.
C) industry-dominated and consumer-dominated.
D) product and production synergies.
E) consumer and market synergies.

Accepted Answer

Marketing and product synergies are key types of synergies related to segmentation and targeting, as they involve aligning marketing efforts and product offerings to effectively reach and serve target segments.

Question 16

Wendy's should consider the competitive potential of not only Burger King and McDonald's, but also "fast-casual" establishments and even
A) meals at golf and country clubs.
B) dormitory meal plans at surrounding colleges and universities.
C) items for sale at gas stations, coffee shops, and convenience stores.
D) local farmer's markets that sell produce.
E) nearly every food item sold at local grocery stores.

Accepted Answer

Fast-casual establishments and convenience stores offer quick meal options that compete with Wendy's for customers seeking convenience and speed.

Question 17

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.
A) perceptual
B) head-to-head
C) psychological
D) differentiation
E) market

Accepted Answer

Head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market.

Question 18

In the athletic shoe market, Adidas AG and Nike Inc. practice ________ positioning since both companies vie for the same customers with technologically advanced products.
A) psychological
B) perceptual
C) differentiation
D) head-to-head
E) market

Accepted Answer

Adidas AG and Nike Inc. practice head-to-head positioning as they compete directly against each other for the same customer base by offering similar technologically advanced athletic products.

Question 19

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to
A) segment differentiation.
B) marketing synergies.
C) product synergies.
D) segment repositioning.
E) product differentiation.

Accepted Answer

Marketing synergies occur when a company can market multiple products to the same segment, leading to cost savings in marketing efforts.

Question 20

Product positioning is
A) an outdated concept that assigns product value by association with social class.
B) the place a product offering occupies in consumers' minds on important attributes.
C) the competitive advantage of one product over another.
D) changing the place a product occupies in the retail environment.
E) market-product grid with products in their appropriate places used to identify potential untapped markets.

Accepted Answer

Product positioning refers to the strategic process of determining the place a product occupies in the minds of consumers relative to competing products, based on important attributes.

Quiz 9: Market Segmentation, Targeting, and Positioning

Recently, U.S. dairies, struggling to increase milk sales, tried to change the way adults thought about chocolate milk. The dairies wanted to ________ chocolate milk in the minds of adult consumers.

In its early years, Apple was often called "Camp Runamok" because

According to an analysis of an Apple market-product grid for its personal computer line, Apple would get the least product synergies from the

During its market segmentation process for the Nike Air Jordan 6 Retro Paris Saint-Germain basketball shoe, which sells for $225 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

A positioning approach that involves seeking a less-competitive, smaller market niche in which to locate a brand is referred to as

Changing the place an offering occupies in a consumer's mind relative to competitive products is referred to as

In an the Apple market-product grid for its personal computer line, the iMac is popular among all the segments Apple can target. This product would allows Apple to enjoy

Carmaker Kia has used its 10-year/100,000 mile warranty program to improve consumer perceptions of the reliability of its vehicles. This would be considered a ________ strategy.

Product repositioning is

Head-to-head positioning requires a product to

Marketing synergies often come at the expense of product synergies because

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

Two key types of synergies related to segmentation and targeting are

Wendy's should consider the competitive potential of not only Burger King and McDonald's, but also "fast-casual" establishments and even

One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

In the athletic shoe market, Adidas AG and Nike Inc. practice ________ positioning since both companies vie for the same customers with technologically advanced products.

In an Apple market-product grid for its personal computer line, the professional segment of medium/large businesses seems willing to purchase all of the items in Apple's product line. This allows Apple to enjoy cost savings due to

Product positioning is