Question 1

In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.
A) general
B) mass
C) group
D) segmented
E) differentiated

Accepted Answer

The characteristics described in the question are associated with mass marketing, which is characterized by treating all customers in the same way, with a standardized marketing mix. This approach assumes that all customers have similar needs and preferences, so the same product, distribution channels, and promotional strategies can be used for everyone. This approach is often used for commodities or widely-used products, such as sugar or gasoline.

Question 2

A ________ consists of a group of customers who share a similar set of needs and wants.
A) market slice
B) market level
C) market group
D) market segment
E) market target

Accepted Answer

A market segment consists of customers who have similarities in their needs and wants. Therefore, option D is the most appropriate choice. Option A, market slice is not commonly used in marketing. Option B, market level refers to the size and scope of the market, not a specific group of customers. Option C, market group is too general a term and does not specify the similarities between customers. Option E, market target refers to the specific group of customers that a company aims to serve within a market segment.

Question 3

Instead of scattering their marketing effort (a "shotgun" approach), many companies are now embracing target marketing where the focus is on those consumers that they have the greatest chance of satisfying (a ________ approach) with their products and services.
A) "niche"
B) "focused"
C) "micro"
D) "rifle"
E) "macro"

Accepted Answer

The "rifle" approach in marketing refers to targeting a specific group of consumers with precision, similar to how a rifle is aimed at a specific target, as opposed to the broad "shotgun" approach.

Question 4

The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins.
A) micro
B) macro
C) differentiated
D) niche
E) mass

Accepted Answer

Mass marketing targets a large and homogeneous market, allowing for economies of scale and lower costs per unit. This can result in lower prices or increased profit margins, depending on the strategy pursued by the company. It is often used for products or services that appeal to a broad range of customers and do not require high levels of customization or personalization.

Question 5

The low-budget, insurance-replacement market represents a(n) ________ market for Enterprise Car Rental.
A) benefit
B) virtual
C) niche
D) experiential
E) viral

Accepted Answer

The term "niche" refers to a specific, specialized market segment, and the low-budget, insurance-replacement market can be considered as such. Thus, option C is the best choice. The other options do not accurately describe this type of market - benefit refers to advantageous features, virtual relates to technology-based products or services, experiential refers to marketing that engages several senses, and viral refers to the spread of information through social networks.

Question 6

When discussing the "long-tail thesis", Chris Anderson of Wired magazine says that if you aggregate enough minority taste, you'll often
A) have to predict demand.
B) find a big new market.
C) be unable to tap into latent demand.
D) resort to traditional retail.
E) raise the cost of distribution.

Accepted Answer

The long-tail thesis is based on the idea that by aggregating enough niche or minority tastes, a business can tap into a large new market. This is because the internet and modern technology make it easier to distribute and sell a wide variety of products, even if they appeal to a small segment of the overall market. By catering to these minority tastes, businesses can find new customers and grow their market share.

Question 7

Which of the following best describes an attractive niche?
A) The niche has diminished in size and growth.
B) The customers generally have smaller amounts of income.
C) The customers will not pay a premium to the firm that satisfies their needs.
D) The niche attracts several competitors in the same category.
E) The customers in the niche have a distinct set of needs.

Accepted Answer

An attractive niche is one that has a distinct set of needs for its customers, making it easier for firms to target their products and services towards those specific needs.

Question 8

If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.
A) attitude toward product
B) user status
C) behavioral occasions
D) loyalty status
E) psychographic lifestyle

Accepted Answer

Culture-oriented, sports-oriented, or outdoor-oriented groups are all examples of different psychographic lifestyles. This means that the marketing manager is segmenting on the basis of consumers' values, beliefs, interests, and personality traits.

Question 9

Marketers usually identify niches by
A) producing products that can be used in a variety of ways.
B) dividing a segment into subsegments.
C) allowing consumers to gravitate toward product brands.
D) examining the demographics section of The Handbook of Marketing.
E) conducting VALS tests.

Accepted Answer

Marketers typically identify niches by dividing a larger segment into smaller subsegments based on specific characteristics or needs. This allows them to target a more specific group of consumers with tailored marketing messages and products.

Question 10

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?
A) differentiated marketing
B) affiliate marketing
C) grassroots marketing
D) guerrilla marketing
E) affinity marketing

Accepted Answer

Nike is using grassroots marketing by sponsoring local school teams and providing shoes, equipment, and clothing to many of them. This is a form of creating brand awareness and loyalty at the local level by building long-term relationships with customers.

Question 11

The marketer's task is to _________ the segments and decide which one(s) to target.
A) plans
B) creates
C) divide
D) controls
E) identify

Accepted Answer

The marketer's task in segmentation is to identify the segments (i.e. recognize potential subgroups of customers with similar needs or characteristics) and then select which one(s) to target. The other options (plan, create, divide, control) do not accurately describe the task of segmentation.

Question 12

Enterprise Rent-A-Car has challenged Hertz's supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. Which of the following would be the most accurate description of that market?
A) the singles market
B) the soccer mom market
C) the low-budget, insurance-replacement market
D) the vacationer market
E) the business traveler market

Accepted Answer

Enterprise Rent-A-Car tailored its marketing program towards the low-budget, insurance-replacement market, which was relatively neglected by Hertz. This allowed them to challenge Hertz's supremacy in the rental car market by catering to a specific and underserved niche audience.

Question 13

When Baskin-Robbins dropped all TV advertising to focus on "three-mile" marketing with more emphasis on local events and promotion, they were engaging in
A) grassroots marketing.
B) customerization.
C) experiential marketing.
D) one-to-one marketing.
E) niche marketing.

Accepted Answer

Baskin-Robbins dropping TV advertising and focusing on local events and promotion is an example of grassroots marketing, which involves targeting specific audiences at a local level through grassroots efforts such as events and promotions rather than broad-based advertising campaigns.

Question 14

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
A) demographic
B) psychographic
C) cultural
D) behavioral
E) geographic

Accepted Answer

Neighborhoods fall under the category of geographic segmentation, which refers to dividing a market based on their physical location or region. Demographic segmentation uses characteristics like age, gender, income, etc. Psychographic segmentation involves dividing a market based on traits like personality, values, lifestyles, etc. Cultural segmentation divides markets based on factors like beliefs, customs, religion, etc. Behavioral segmentation uses factors like purchasing behavior, brand loyalty, usage rate, etc. Therefore, the best choice is E, geographic segmentation.

Question 15

Anderson and Narus have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which of those parts contains the product and service elements that all segment members' value?
A) virtual solution
B) pseudo solution
C) naked solution
D) maximum solution
E) discretionary solution

Accepted Answer

The part of a flexible market offering that contains the product and service elements that all segment members' value is called the naked solution.

Question 16

A ________ consists of two parts: a naked solution and discretionary options.
A) rigid market offering
B) vertical market offering
C) flexible market offering
D) differentiated market offering
E) horizontal market offering

Accepted Answer

A flexible market offering is designed to meet the changing needs of customers, and consists of two parts: a naked solution (core product or service) and discretionary options (features or add-ons that can be customized to meet specific customer needs). Rigid market offerings have fixed features and options, differentiated market offerings focus on unique features and benefits, vertical market offerings target specific industries or customer groups, and horizontal market offerings offer a broad range of products or services to a wide range of customers.

Question 17

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?
A) instructional marketing
B) consumer marketing
C) partner marketing
D) grassroots marketing
E) differentiated marketing

Accepted Answer

Nike is using grassroots marketing by reaching out to customers at the local level through sponsorship of local school teams and providing them with shoes, equipment, and clothing. Grassroots marketing emphasizes building relationships with potential customers on a local level and gaining their trust through word-of-mouth marketing.

Question 18

The target market for some products may be the ______ young. Because the average age of Element buyers turned out to be 42, Honda decided that the lines between age groups were getting blurred.
A) categorically
B) psychologically
C) physiologically
D) demographically
E) physically

Accepted Answer

The answer of The target market for some products may...

Question 19

When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing what is called
A) macromarketing.
B) mass marketing.
C) segmented marketing.
D) primary marketing.
E) micromarketing.

Accepted Answer

Mass marketing refers to the practice of selling one product to all customers in a market with little customization or segmentation. Coca-Cola's practice of selling only one kind of Coke in a 6.5-ounce bottle fits this description.

Question 20

Niche marketers presumably understand their customers' needs so well that the customers willingly _____
A) change neighbourhoods.
B) pay a premium.
C) abandon other brands.
D) make long-term commitments.
E) disclose private information.

Accepted Answer

Niche marketers cater to a specific segment of customers with unique needs and preferences. As a result, these customers are usually willing to pay a premium for a product or service that meets their specific needs. This is because they see the added value in the niche product or service and are willing to invest more in something that perfectly aligns with their expectations.

Quiz 8: Identifying Market Segments and Targets

In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

A ________ consists of a group of customers who share a similar set of needs and wants.

Instead of scattering their marketing effort (a "shotgun" approach) , many companies are now embracing target marketing where the focus is on those consumers that they have the greatest chance of satisfying (a ________ approach) with their products and services.

The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins.

The low-budget, insurance-replacement market represents a(n) ________ market for Enterprise Car Rental.

When discussing the "long-tail thesis", Chris Anderson of Wired magazine says that if you aggregate enough minority taste, you'll often

Which of the following best describes an attractive niche?

If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.

Marketers usually identify niches by

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

The marketer's task is to _________ the segments and decide which one(s) to target.

Enterprise Rent-A-Car has challenged Hertz's supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. Which of the following would be the most accurate description of that market?

When Baskin-Robbins dropped all TV advertising to focus on "three-mile" marketing with more emphasis on local events and promotion, they were engaging in

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

Anderson and Narus have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which of those parts contains the product and service elements that all segment members' value?

A ________ consists of two parts: a naked solution and discretionary options.

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

The target market for some products may be the ______ young. Because the average age of Element buyers turned out to be 42, Honda decided that the lines between age groups were getting blurred.

When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing what is called

Niche marketers presumably understand their customers' needs so well that the customers willingly _____