Intro to Management Lesson Quiz 4-2

Which of the following is the second step in marketing planning process?

• set objectives and goals

• situation analysis

• implement marketing strategies

• plan marketing strategies

• identify threats and weaknesses

You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?

• the macroenvironment

• the microenvironment

• the internal environment

• the marketing mix

• identify threats and weaknesses

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources?

• external

• online

• purchased

• internal

• local

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.

• Marketing data

• Marketing intelligence

• Sales management

• Customer intelligence

• Value chain management

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

• geographic

• benefit

• end-use

• customer

• image

Which of the following is the most popular method for segmenting markets?

• demographic

• gender

• psychographic

• behavioral

• geographic

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

• purchase behavior

• purchase occasion

• benefits sought

• consumption status

• attitudes towards the product

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

• purchase behavior

• purchase occasion

• benefits sought

• consumption status

• attitudes towards the product

The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________.

• market segment

• target market

• niche market

• positioning

• differentiation

Which of the following is not the major component of a positioning statement?

• target audience

• product/ brand

• category of product

• benefits / unique selling propositions

• mission and vision