Question 1

What is another name for network marketing?

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Question 2

Once a company decides to use indirect rather than direct distribution,it must choose one of the three intensities of distribution.Discuss what each choice means in terms of product availability to final consumers.

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Question 3

List the four variables used in behavioristic segmentation.

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Question 4

List three products for which marketers would be likely to use benefit segmentation.Describe a current promotion that uses benefit segmentation.Be sure to define any terms you use.

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Question 5

What are the two steps that make up the market segmentation process?

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Question 6

Briefly describe the difference between a medical service that provides a wide range of imaging capabilities including x-ray,CT scans,sonograms and a tutoring service.

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Question 7

Which element is responsible for the sale of a product sold through intensive distribution?

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Question 8

Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?

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Question 9

Distinguish between primary demand and selective demand

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Question 10

You have lying before you three pairs of children's pants-one is made by Levi Strauss,one is the Toughskins brand,a private label found only in Sears,and the other is a pair of Oshkosh B'Gosh overalls.What are the three ways product differentiation can be created for these products? Give one example of how an advertiser might use each method.

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Question 11

A(n)_____ comprises all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.
A) distribution channel
B) communication channel
C) intermediating continuum
D) marketing channel
E) connectivity channel

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Question 12

____ includes all marketing related communications between the seller and the buyer.
A) Franchising
B) Communication element
C) Vertical marketing system
D) Distribution element
E) Newspaper review

Accepted Answer

The communication element includes all marketing related communications between the seller and the buyer. This includes advertising, sales promotions, public relations, personal selling, and direct marketing.

Question 13

Marketing research indicates that almost 70 percent of all women drivers who have driven a particular car prefer it to any other car.Knowing that women make about 35 percent of all car purchases,what type of segmentation variable should this car manufacturer use while marketing this car?

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Question 14

List the two basic methods of distribution.

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Question 15

Which of the following products is selectively distributed?
A) Potato chips
B) Calvin Klein jeans
C) Barbie tennis shoes
D) Ceiling fans
E) Fingernail clippers

Accepted Answer

Selective distribution limits the number of outlets through which a product can be purchased.

Question 16

List in order the four major stages in the product life cycle.

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Question 17

What kind of branding strategy is one company using while it uses its brand name on all of its cookies and cracker products?

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Question 18

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores,and department stores.What kind of distribution is used for DVD players?
A) Exclusive
B) Pioneering
C) Selective
D) Intensive
E) Direct

Accepted Answer

Selective distribution limits the number of outlets through which a product can be purchased.

Question 19

What kind of segmentation would an advertiser have used if it were to define its target market as people under the age of 18 and living in the metropolitan area of Houston,Texas?

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Question 20

For which of the following products is its manufacturer most likely to use intensive distribution?
A) Waterford crystal
B) Harry Potter books
C) Chewing gum
D) Refrigerators
E) Pepperidge Farm cherry turnovers

Accepted Answer

Consumers buy products sold through intensive distribution with minimal effort.

Quiz 6: Market Segmentation and the Marketing Mix