FB102 Marketing

Which of these statements about market segmentation are TRUE?

• A.    The same factors are used to analyze both business and consumer markets

• B.   It is the basis for target marketing

• C.   The process involves careful analysis of a range of products

• D.   All of the above

A marketing plan documents how to focus marketing efforts. In good marketing strategy, what's at the center of all the efforts?

 

• A.    The competitors

• B.    The business

• C.   The product

• D.   The customer

What is the term for a group of people who are most likely to buy a product?

 

• A.   Target market

• B.  Market segments

• C.   Market mix

• D.   Consumer market

The buyer decision process consists of five stages. Which of the following is NOT one of

these stages?

 

• A.   Conspicuous Consumption

• B.    Need Recognition

• C.   Postpurchase Behavior

• D.   Information Search

________ is the process of developing and maintaining a crucial fit between the

organization's goals and capabilities and its changing marketing opportunities.

• A. Benchmarking

• B. SWOT analysis

• C. Market segmentation

• D. Strategic planning

Which of the following is the first step of business portfolio planning?

• A. shaping the future portfolio by developing strategies for growth and downsizing

• B. determining which businesses should receive more, less, or no investment

• C. identifying internal strengths and weaknesses

• D. identifying future opportunities

For the past ten years, Bill and Margaret have saved money to go to the Super Bowl

should their team, the Chicago Bears, reach the finals of the NFC championship. This is the

year, and several tour companies offer attractive, but very similar, packages to the game. Since

all packages are pretty much the same, they have chosen one that fits their budget. Bill and

Margaret are most likely exhibiting ________.

• A. Complex Buying Behavior

• B. Dissonance-Reducing Buying Behavior

• C. Habitual Buying Behavior

• D. Consumer Capitalism

________ are a type of SBU that often require heavy investments to finance their rapid

growth.

• A. Cash cows

• B. Question marks

• C. Stars

• D. Dogs

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable

place relative to competing products in the minds of target consumers.

• A. Targeting

• B. Positioning

• C. Segmentation

• D. Differentiation

Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which

of the following types of market segmentation is evident here?

• A. geographic segmentation

• B. psychographic segmentation

• C. occasion segmentation

• D. demographic segmentation