A) lifestyles and demographics.
B) retailer and wholesaler behaviors.
C) geographic and demographic criteria.
D) product features and retail store type.
E) demand and supply.
G) C) and D)
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A market-product grid is a framework to ...View Answer
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A) segmentation synergies
B) marketing synergies
C) product synergies
D) the 80/20 rule
E) frequency marketing
G) A) and D)
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A) estimated expenses for products sold.
B) products offered or potential marketing actions by an organization.
C) total anticipated revenue.
D) total anticipated profit.
E) market share of the closest competitor.
G) B) and D)
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A) was the founder's family name.
B) conveyed in Spanish the type of product sold.
C) inferred how quickly you could purchase the product.
D) contained letters from the names of the three founders.
E) reflected the brand name of the first line of shoes they sold.
G) All of the above
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A) makes it easiest to reach the segment.
B) maximizes the opportunity for future profit and ROI.
C) recognizes different needs of buyers among different segments.
D) recognizes similarities of needs of potential buyers within a segment.
E) is simplest and least costly in assigning potential buyers to segments.
G) A) and E)
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A) Even if a firm finds only one potential market segment,it should take advantage of the method to appear cutting-edge to its competitors and customers.
B) Market segmentation only works for large corporations;small businesses don't have the resources to engage in the process.
C) Governments should not attempt market segmentation because the strategy is only applicable for consumer and organizational markets.
D) If a business firm goes to the trouble and expense of segmenting its markets,it expects to increase its sales,profits,and return on investment.
E) Market segmentation strategies work less than 10 percent of the time.
G) A) and C)
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A) geographic
B) psychographic
C) income
D) needs
E) education
G) B) and E)
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A) competitive repositioning
B) head-to-head positioning
C) differentiation positioning
D) downsize positioning
E) product repositioning
G) A) and D)
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A) consumer judgments about the important attributes for a product or brand class
B) a listing of all prospective brands and products
C) managerial judgments about how consumers perceive products
D) rank order of the ratings of an existing brand's preference relative to its competitors
E) detailed explanations of why consumers make the choices they do
G) B) and D)
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A) new menu items or promotional strategies may be needed to convert prospects into users.
B) most of the respondents think of Wendy's as their primary fast food restaurant.
C) McDonald's has fewer "exclusively loyal" customers than does Wendy's.
D) Burger King is closing in on your market share.
E) a need to devise a marketing program to change the minds of nonprospects.
G) A) and D)
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A) costs decrease
B) market share increases
C) product deficiencies decrease
D) customers should be better off
E) new products flourish
G) B) and D)
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A) head-to-head
B) parallel market
C) lateral
D) repositioning
E) differentiation
G) A) and C)
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A) sales and profitability.
B) two product attributes,ranging from high to low on that attribute.
C) market share and market growth rate.
D) customer perceptions of the firm's product versus the average of all brands in the industry.
E) customer perceptions of the firm's product versus the brand of the firm's principal competitor.
G) B) and C)
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Organizations may target different produ...View Answer
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A) performing organizational functions more efficiently.
B) more discounts or larger rebates at the point of sale.
C) involvement of the ultimate consumer in product design.
D) an increase in the knowledge of competitors.
E) shared ownership of the organization through publicly traded stock.
G) A) and B)
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A) horizontally across the rows
B) vertically down the column
C) between full meals and snacks
D) diagonally from top-left to bottom-right of a market-product grid
E) both horizontally and vertically depending upon the marketing action developed
G) A) and D)
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A) NAICS sector,such as manufacturers,or retailers,or lawyers
B) number of locations
C) "who buys," such as individual buyer or buying groups
D) metropolitan statistical area
E) number of employees
G) B) and C)
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A) higher sales but lower profits
B) reduced quality and higher prices
C) meeting customer needs but at the expense of higher prices
D) lower prices but with higher production costs
E) higher quality but lower prices
G) A) and E)
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Product differentiation involves a firm ...View Answer
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