Question 1

In 2002,the Sara Lee Bakery Group introduced Iron Kids Crustless Bread for mothers who had to cut the crusts off of sandwiches before their children would eat.By catering to finicky children,Sara Lee is using a positioning strategy based on:
A) product class
B) price and quality
C) use or application
D) product user
E) competitor

Accepted Answer

The positioning strategy used by Sara Lee is based on the product user - finicky children. By introducing a crustless bread option, they are catering specifically to children who do not like crusts on their sandwiches.

Question 2

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Better World Travelers Club.In deciding to target the environmentally conscious traveler,BWTC hoped that this group met the criterion of _____.In other words,it had to be sure that this group would react to its marketing mix differently from other groups.
A) reliability
B) accessibility
C) identifiability and measurability
D) responsiveness
E) substantiality

Accepted Answer

The scenario describes the need for a group to react differently to a marketing mix, which aligns with the criterion of responsiveness.

Question 3

The advertisements for Torengos tortilla chips that come in cans like Pringles deliberately compares the product to Frito-Lay's Tostitos tortilla chips and asks if you really prefer broken chips.Torengos is being positioned by:
A) product class
B) price and quality
C) use or application
D) attribute
E) competitor

Accepted Answer

The comparison to Frito-Lay's Tostitos tortilla chips positions Torengos against a specific competitor in the market.

Question 4

The Pontiac Piranha was billed as a combination sports-coupe and sports utility vehicle.The car operated by responding to a coded minichip card the driver carried to identify himself or herself as the car's owner and operator.In addition,the car had "cat-eye" headlamps whose light reflected in the direction the driver turned the wheel.General Motors designed this car to appeal to an individual who likes to have the latest in gadgets but also has family needs,General Motors used the positioning base of:
A) product class
B) competitor
C) product user
D) media usage
E) price and quality

Accepted Answer

The positioning base used by General Motors for the Pontiac Piranha was product user, as they targeted individuals who have family needs but also enjoy the latest gadgets.

Question 5

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Better World Travelers Club.BWTC's _____ is environmentally conscious travelers.
A) market segment
B) organizational basis
C) aggregated market
D) undifferentiated market
E) market sample

Accepted Answer

The phrase "environmentally conscious travelers" defines a specific market segment within the larger travel industry. This suggests that BWTC is targeting a specific group of consumers based on their shared values and interests.

Question 6

For many people,www.travelocity.com was simply a seller of airline tickets.In 2002,the Internet company spent $40 million to convince customers that it also offered many other useful travel services.In other words,travelocity.com used:
A) repositioning
B) reengineering
C) demarketing
D) undifferentiated targeting
E) niche marketing

Accepted Answer

Repositioning involves changing customers' perceptions of a brand or product in order to appeal to a different target market or increase sales. In this case, travelocity.com spent $40 million to change the perception of its brand from simply an airline ticket seller to a provider of various travel services, indicating that they used repositioning.

Question 7

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Wrestling Merchandise.The marketing research revealed that _____ segmentation can be used to identify the biggest fans of professional wrestling.
A) benefit
B) psychographic
C) demographic
D) geographic
E) geodemographic

Accepted Answer

Age is a demographic variable for segmentation.

Question 8

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Wrestling Merchandise.Since the WWE must use different methods to reach its three largest target markets,it must use:
A) undifferentiated targeting
B) concentrated or niche targeting
C) multisegment targeting
D) demarketing
E) repositioning

Accepted Answer

The WWE must use multisegment targeting, as it has three distinct target markets with different needs and preferences. It must create specific marketing strategies for each market segment to effectively reach and appeal to them.

Question 9

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Wild turkey hunters would be defined as a:
A) market segment
B) market position
C) segmentation base
D) retail position
E) consumer position

Accepted Answer

The paragraph describes a group of people who engage in a specific activity (wild turkey hunting), making them a market segment.

Question 10

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Wrestling Merchandise.The groups identified above as strong wrestling fans can be described as:
A) market positions
B) market segments
C) positionings
D) organizational buyers
E) microsegments

Accepted Answer

The groups identified above as strong wrestling fans can be considered market segments as they share common characteristics and behaviors that make them potential targets for marketing efforts.

Question 11

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer-oriented.
A) segmentation
B) product differentiation
C) targeting
D) repositioning
E) demarketing

Accepted Answer

Repositioning involves changing the perception of a product or service in the minds of customers. In this case, cable companies are trying to change their image from one of poor customer service to one that is more customer-oriented. This strategy would help them to compete with direct broadcast satellites and attract customers who are looking for better customer service.

Question 12

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Segmenting a market based on the fact that people who enjoy hunting typically exhibit a particular lifestyle is an example of _____ segmentation.
A) benefit
B) psychographic
C) geographic
D) geodemographic
E) demographic

Accepted Answer

Psychographic segmentation is based on the characteristics, values, interests, and lifestyles of the target market. In this scenario, the market is segmented based on the lifestyle of people who enjoy hunting.

Question 13

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.The book is positioned on the basis of:
A) product class
B) price and quality
C) use or application
D) product user
E) family-life cycle

Accepted Answer

The positioning of the book is based on the product user, which is new fathers.

Question 14

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Given that the wild turkey hunters number approximately 2.7 million,it meets the segmentation criterion of:
A) substantiality
B) accessibility
C) reliability
D) responsiveness
E) functionality

Accepted Answer

The segmentation criterion of substantiality is met because there are a substantial number of turkey hunters in the United States (2.7 million) who are interested in purchasing turkey hunting equipment.

Question 15

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims that each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,Primos has implemented a(n)_____ strategy.
A) multisegment
B) product differentiation
C) undifferentiated marketing
D) target market
E) repositioning

Accepted Answer

Primos Hunting Calls has implemented a product differentiation strategy by offering callers that can make multiple sounds, whereas Neil Cost only offers callers that make one specific sound. They are targeting a specific segment of the market who are looking for a more versatile and customizable approach to turkey hunting equipment. This differentiation helps them stand out from their competitors and appeal to a specific target audience.

Question 16

The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumer perception of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping that the programming will lead to:
A) repositioning
B) reengineering
C) demarketing
D) undifferentiated targeting
E) one-to-one marketing

Accepted Answer

The Southern Company is attempting to change its brand perception in the minds of consumers by sponsoring television programs on environmental preservation. This strategy is an example of repositioning, which involves altering the way a brand is perceived in the minds of consumers.

Question 17

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Turkey Hunting Equipment.What kind of strategy does Neil Cost use to select his target market?
A) concentrated targeting
B) multisegment
C) mass marketing
D) undifferentiated
E) repositioned

Accepted Answer

Neil Cost uses a concentrated targeting strategy by manufacturing only turkey callers and targeting the specific market of turkey hunters.

Question 18

SCENARIOS
Turkey Hunting Equipment
Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.That is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers.
-Refer to Wrestling Merchandise.Prior to the 1990s,professional wrestling tried to compete as a legitimate sport just like football and baseball.Now it uses the term "sports entertainment" when talking about what it is marketing to its fans.This is an example of the implementation of a _____ strategy.
A) multisegment
B) product differentiation
C) undifferentiated marketing
D) target market
E) repositioning

Accepted Answer

The term "sports entertainment" represents a repositioning strategy, which means changing the perception of the product in the minds of the consumers. By changing the way they refer to themselves, professional wrestling is trying to shift consumer perception from viewing the product as a legitimate sport to an entertainment spectacle.

Question 19

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:
A) product class
B) competitor
C) product user
D) product merits
E) price and quality

Accepted Answer

Positioning against competitors is a positioning strategy.

Question 20

For an engagement ring,Keishail would rather have a diamond than a cubic zirconium because the diamond is marketed as the only way to show someone that you really love her and are sincere about your commitment to her.This indicates positioning by:
A) product class
B) competitor
C) product user
D) product use
E) price and quality

Accepted Answer

The answer of For an engagement ring,Keishail would rather have...

Quiz 7: Segmenting and Targeting Markets

In 2002,the Sara Lee Bakery Group introduced Iron Kids Crustless Bread for mothers who had to cut the crusts off of sandwiches before their children would eat.By catering to finicky children,Sara Lee is using a positioning strategy based on:

The advertisements for Torengos tortilla chips that come in cans like Pringles deliberately compares the product to Frito-Lay's Tostitos tortilla chips and asks if you really prefer broken chips.Torengos is being positioned by:

For many people,www.travelocity.com was simply a seller of airline tickets.In 2002,the Internet company spent $40 million to convince customers that it also offered many other useful travel services.In other words,travelocity.com used:

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.The book is positioned on the basis of:

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

For an engagement ring,Keishail would rather have a diamond than a cubic zirconium because the diamond is marketed as the only way to show someone that you really love her and are sincere about your commitment to her.This indicates positioning by: