Marketing Chapter 9 Review

Which of the following statements about mass marketing is true?

• It ignores differences among customers.

• It tailors the message to each type of customer.

• It assumes that each customer has unique wants or needs.

• It requires more time and money than niche marketing.

A tool used to compare the strengths and weaknesses of a product or company with other, similar products or companies is a(n) ____.

• SWOT analysis

• environmental scan

• competitive analysis

• sales analysis

Which of the following statements about niche markets is true?

• They are generally small markets.

• They can be very profitable.

• They are broad and encompass the needs of many customers.

• They satisfy the needs of the mass market.

The type of market segmentation that considers how far customers will travel to conduct business is ____.

• geographic segmentation

• demographic segmentation

• behavioral segmentation

• psychographic segmentation

Which of the following characteristics is not an example of demographic segmentation?

• ethnicity

• occupation

• age

• attitude

Psychographic segmentation is most likely to be used to identify which of the following groups of people?

• people with large families

• people interested in solar-powered solutions

• people who live in urban areas

• people more than 60 years old

Company A and Company B both sell sports equipment. Company A offers lower prices, but Company B offers excellent customer service. Which of the following statements about Company A and Company B is true?

• Company A and Company B are indirect competitors.

• Company A is using nonprice competition.

• Company B is using nonprice competition.

• Both Company A and Company B are using price competition.

The process of gathering information on the market in which a company intends to compete is ____.

• product positioning

• customer profiling

• market segmentation

• market analysis

Which of the following factors is not part of a SWOT analysis?

• social factors

• weaknesses

• opportunities

• threats

A company’s attempt to influence customer perception of its product in relation to the competition is known as ____.

• competitive analysis

• product positioning

• competitive advantage

• market analysis