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Trắc nghiệm Marketing

Principles of Marketing (Đại học Kinh tế Quốc dân)

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An American cola-manufacturing company that primarily targets rebellious and

adventurous people most likely uses ________ segmentation.
a.psychographic
b. occasion
c. benefit
d. geographic
Sparex Inc. is a manufacturer of metal bolts that are used by Boilex Inc. to
manufacture heavy machineries. In this instance, Sparex acts as a ________.
a. supplier
b. financial intermediary
c. local public
d. customer
Donna wants to buy a new coat. During the ________ stage of the buyer decision
process she will ask her friends to recommend stores that sell good quality
winterwear clothing. She will also go through newspapers and magazines to look out
for offers and sales on coats.
a. product evaluation
b. alternative evaluation
c. information search
d. purchase decision
Banks ask their employees to wear uniforms, male staff to cut their hair short and
female staff to put on make-up as well as decorate their offices nicely. They try to
reduce the problem of service __________.
a. variability
b. intangibility
c. inseparability
d. perishability
________ markets buy goods and services for further processing.
a. Wholesale
b. Retail
c. Business
d. Reseller
Choose the correct statement.
a. Personal interviews can be used to collect large amounts of information at a low cost per
respondent.
b. Data ages quickly
c. Internal databases usually are more expensive than other information sources.
d. Internal information is almost always sufficient for making marketing decisions.
GameStop sells only video games and systems, offering a narrow product line with a
deep assortment within that line. GameStop is a(n) ________.
a. specialty store
b. category killer
c. convenience store
d. off-price retailer

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Sanguine Services is a small company that uses a marketing strategy in which its limited
resources are employed to target a large share of two small market segments. Sanguine
most likely uses which of the following marketing strategies?
a. one-to-one marketing
b. trigger-based marketing
c. concentrated marketing
d. mass marketing
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
a. motive
b. perception
c. stimulus
d. culture
Mai loves fashion and is always seen wearing the trendiest fashion outfits. She actively
shares her knowledge with a wide group of friends and colleagues about where to shop for
the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips.
Mai portrays the inv of a(n) ________.
a. opinion leader
b. surrogate consumer
c. lagging adopter
d. social networker
Jonathan works for a firm that assists companies in promoting, distributing, and selling
their products to end consumers. The firm Jonathan works for is a ________.
a. general public
b. local public
c. licensor
d. marketing intermediary
Which of the following variables are the most popular for marketers to use in segmenting
customer groups?
a. behavioral
b. psychographic
c. demographic
d. geographic
An invitation to go skiing over the weekend forced Donna to look at her current wardrobe.
She realized that she required a warmer coat. Which of the following stages of the buyer
decision process does Donna exemplify?
a. information search
b. situational analysis
c. need recognition
d. product evaluation
Choose the wrong statement
a.Wants are not created by marketers.
b. Wants are human needs that are shaped by culture and individual personality.
c. A market is the set of actual and potential buyers of a certain product or services. d. Marketing
is managing profitable customer relationships.
When marketers set low expectations for a market offering, they run the risk of ________.
a. failing to attract enough customers

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b. incorrectly identifying a target market

c. disappointing loyal customers
d. failing to understand their customers' needs
Which of the following is NOT a cue to consumers about whether a price is high or low?
a. "Coming Soon!" signs
b. location in the store, especially at the entry
c. prices of surrounding, similar products
d. signs such as "Clearance"
Which stage in the product life cycle is characterized by rapid market acceptance and
increasing profits?
a. introduction
b. decline
c. maturity
d. growth
What is the value proposition of Coopmart?
a. the same for less
b. more for less
c. more for more
d. less for much less
All of the following are ways a company can differentiate itself or its product EXCEPT
________.
a. people
b. services
c. price
d. channels
________ is the practice of tailoring products and marketing programs to suit the tastes of
specific individuals and locations.
a. Micromarketing
b. Concentrated marketing
c. Differentiated marketing
d. Trigger-based marketing
Which of the following statements is true of social classes?
a. People within a social class tend to exhibit similar buying behavior.
b. Income is the single factor that determines social class.
c. Members of a social class have unique and distinct values, interests, and behaviors.
d. Social classes universally exhibit identical product and brand preferences.
The information sources that are the most effective at influencing a consumer's purchase
decision are ________. These sources legitimize or evaluate products for the buyer.
a. personal
b. commercial
c. attitudinal
d. public
James has decided to buy a new vehicle. His brother John has recently purchased a new
truck and recommends the same model to James. James finally decides to buy the same
truck. Which of the following sources of information has most likely influenced James'
purchase decision?

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a. public sources
b. commercial sources
c. personal sources
d. experiential sources
Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) ________.
a. demand
b. exchange
c. need
d. transaction
Cost-plus pricing ________.
a. is a value-based pricing method
b. is a complex pricing method
c. involves adding a standard markup for profit
d. involves pricing that accurately reflects production costs
Distribution channel decisions frequently require long-term commitments between firms. A
primary reason is that ________.
a. when they set up distribution through franchisees, independent dealers, or large retailers, they
cannot readily replace these channels with company-owned stores or Internet sites if conditions
change
b. old products are difficult to discard and new products are difficult to introduce
c. advertising is not easy to change
d. management does not want to be constantly changing the method of selling and distributing its
products
Which of the following is a disadvantage of using a differentiated marketing strategy?
a. Customer loyalty is negatively impacted and difficult to obtain.
b. The costs of doing business increase.
c. Product safety decreases.
d. It generates far lower sales compared to an undifferentiated marketing strategy.
Which of the following marketing orientations calls for aggressive promotional efforts and
focuses on creating transactions rather than long-term customer relationships?
a. the product concept
b. the marketing concept
c. the production concept
d. the selling concept
Which of the following is true of market-penetration pricing?
a. It results in drawing in large numbers of buyers quickly, winning a large market share.
b. It results in the company making fewer and less profitable sales.
c. It involves setting a high price for a new product to appeal to the elite in society.
d. It is best used in conjunction with a market-skimming pricing strategy.
Arrange the following needs in the right order from the top to the bottom of Maslow’s
hierarchy.
a. Success, respect, intimacy, house, hunger
b. Hunger, house, intimacy, respect, success
c. Achievement, respect, house, intimacy, hunger
d. Hunger, intimacy, house, respect, achievement

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Which of the following is NOT an accurate description of modern marketing?

a. Marketing involves satisfying customers' needs.
b. Marketing is building value-laden exchange relationships with customers.
c. Marketing emphasizes selling and advertising exclusively.
d. Marketing involves managing profitable customer relationships.
Which of the following statements characterizes the introduction stage of the PLC?
a. Promotional expenditures are zero.
b. The company incurs minimal expenses.
c. Profits are nonexistent.
d. The product achieves acceptance by most potential buyers.
Samsung Mobile plans to launch a new phone with a unit cost of $270 and wants to earn a
10 percent markup on its sales. Samsung's markup price is ________.
a. $295
b. $275
c. $300
d. $335
Needs include all of the following EXCEPT ________.
a. the newest iphone
b. food
c. belonging
d. knowledge
________ are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort.
a. Specialty products
b. Unsought products
c. Shopping products
d. Convenience products
Generally, the consumer's purchase decision will be to buy the most preferred brand, but
two factors can come between the purchase intention and the purchase decision. Which of
the following is one of these factors?
a. cognitive dissonance
b. economic risks
c. attitudes of others
d. alternative evaluation
Choose the false statement.
a. Prices have a direct impact on a firm's bottom line.
b. Cost-based pricing is often product driven.
c. Price is the most inflexible of the marketing mix elements.
d. Customer perceptions of the product's value set the ceiling for prices.
________ involves actually distinguishing the firm's market offering to create superior
customer value.
a. Differentiation
b. Market segmentation
c. Targeting
d. Mass customization
A market segment that is large enough or profitable enough to serve is ________.

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a. profitable
b. measurable
c. accessible
d. substantial
For which of the following products would the intensive distribution strategy most likely be
used?
a. high-end cameras
b. lawn mowers
c. furniture
d. soft drinks
Midnight Magic, a perfume manufacturing company, plans to release a new fragrance
during the holiday season at $99 per bottle. The company intends to bring the price down
to $49 within six months of its release to attract buyers who couldn't afford the initial price.
Which of the following pricing strategies is Midnight Magic using?
a. product-line pricing
b. market-skimming pricing
c. competitive pricing
d. market-penetration pricing
Which of the following questions is most important for product designers to consider while
developing a product?
a. Which specific features of the product do customers like most?
b. How can the product be packaged to stimulate instant purchase?
c. What are the product's technical specifications?
d. How would customers use and benefit from the product?
Even when competing offers look the same, buyers may perceive a difference based on
________ differentiation.
a. services
b. image
c. price
d. people
Marketing stimuli include which of the following?
a. price stimuli
b. economic stimuli
c. cultural stimuli
d. social stimuli
Most products in the marketplace are in the ________ stage of the product life cycle.
a. maturity
b. development
c. decline
d. growth
The discount offered by Glamor Gifts to customers who bought Valentine-themed
merchandise the week following Valentine's Day is an example of a ________.
a. seasonal discount
b. functional discount
c. time-based discount
d. cash discount

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Which of the following statements is true of cultural factors that influence consumer
behavior?
a. Subcultures include nationalities and racial groups, but exclude religions.
b. Subcultures are groups within which each individual has a unique and distinct value system.
c. Cultural influences on buying behavior are identical across countries.
d. Social classes show distinct product and brand preferences in areas such as clothing and
travel.
Dan has been directed to study the forces close to a company that affect its ability to serve
its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
a. demographic environment
b. microenvironment
c. macroenvironment
d. political environment
A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies
toward an object or idea.
a. lifestyle
b. belief
c. motive
d. attitude
For which product would a company use an exclusive distribution strategy?
a. chewing gum
b. luxury cars
c. fridges
d. dairy products
Which of the following marketing management orientations focuses primarily on
improving efficiencies along the supply chain?
a. production concept
b. product concept
c. selling concept
d. marketing concept
e. social marketing concept

Which of the following marketing management concepts is most likely to lead to

marketing myopia?
a. customer-driven marketing
b. customer-driving marketing
c. societal marketing
d. marketing
e. product
The ________ concept is aligned with the philosophy of continuous product improvement
and the belief that customers will choose products that offer the most in quality,
performance, and innovative features.
a. product
b. production

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c. customer
d. marketing
e. promotion
Which step of the marketing process lets the company reap the rewards of its strong
customer relationships ?
a. Building customer relationships.
b. Understanding the marketplace and customer needs.
c. Capturing value from customers.
d. Designing a customer-driven marketing strategy.
e. Construct and integrated marketing program that deliver superior value
What is customer equity?
a. The total combined customer lifetime values of all of the company's current and potential
customers
b. The present value of the future cash flows attributed to the customer relationship
c. The difference between what a customer gets from a product, and what he or she has to give in
order to get it
d. Customer's perceived opinion of a product's value to him or her
Which of the following depends on the product's perceived performance relative to a
buyer's expectations?
a. Customer-generated marketing
b. Customer-managed relationships
c. Customer-perceived value
d. Customer satisfaction
e. Customer lifetime value
Which is the first step in the marketing process?
a. Designing a customer-driven marketing strategy
b. Preparing an integrated marketing plan and program
c. Understanding the marketplace and customer needs
d. Building customer relationships
e. Capture value from customers
The _____ concept questions whether the pure marketing concept overlooks possible
conflicts between consumer short-run wants and consumer long-run welfare.
a. responsibility marketing
b. societal marketing
c. Selling
d. Product
e. Production
Marketing is the process by which companies __________ and build strong customer
relationships to capture value from customers in return.
a. advertise their products
b. introduce new products
c. create value for customers
d. sell their products
e. attract potential customers

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________ are human needs as shaped by individual personality and culture.

a Exchanges
b. Wants
c. Demands
d. Values
A(n) ________ is some combination of products, services, information, or experiences
offered to consumers to satisfy a need or want.
a. market offering
b. value proposition
c. demand satisfaction
d. need proposition
e. evoked set
Which of the following refers to sellers being preoccupied with their own products and
losing sight of underlying consumer needs?
a. selling myopia
b. marketing management
c. value proposition
d. marketing myopia
e. the product concept
________, which divides the market into segments based on variables such as age, life-cycle
stage, and gender, is the most commonly used approach to segmenting consumer markets.
A. Niche marketing
B. Behavioral segmentation
C. Demographic segmentation
D. Psychographic segmentation
E. Micromarketing
________ divides buyers into different segments based on social class, lifestyle, or
personality characteristics.
A. Behavioral segmentation
B. Psychographic segmentation
C. Cross-market segmentation
D. Undifferentiated marketing
E. Benefit segmentation
P&G markets at least six different laundry detergent brands in the United States (Tide,
Gain, Cheer, Era, Dreft, and Bold), which compete with each other on supermarket shelves.
P&G further segments each detergent brand to serve even narrower niches. This is an
example of a(n) ________.
A. concentrated marketing strategy
B. local marketing strategy
C. differentiated marketing strategy
D. individual marketing strategy
E. value proposition
A ________ illustrates consumer views of brands versus those of competing products on
important buying dimensions.
A. unique selling proposition
B. positioning map

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C. target market
D. market segment
E. competitive advantage
A brand's ________ represents the full mix of benefits on which a brand is differentiated
and positioned and is the answer to the customer's question, "Why should I buy your
brand?"
A. positioning
B. competitive advantage
C. value proposition
D. target market
E. positioning map
_______ consists of evaluating each market segment's attractiveness and selecting one or
more segments to enter.
A. Differentiation
B. Market segmentation
C. Market targeting
D. Mass customization
E. Positioning
When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that
includes many college students, as an untapped group of potential customers for their new
line of products, they were engaging in ________.
A. market diversification
B. market targeting
C. product positioning
D. local marketing
E. occasion segmenting
________ segmentation divides buyers into segments based on their knowledge, attitudes,
uses, or responses concerning a product.
A. Psychographic
B. Age and life cycle
C. Behavioral
D. Geographic
E. Gender
Teen Mania Inc., a company marketing adventure sports merchandise for teenagers,
targets the world's teenagers, who have similar needs and buying behavior even though
they are located in different countries. Which of the following market segmentation is
evident here?
A. occasion segmentation
B. income segmentation
C. psychographic segmentation
D. intermarket segmentation
E. gender segmentation
When an effective program can be designed for attracting and serving a particular
segment, the segment is best described as ________.
A. measurable
B. competitive

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C. differentiable
D. accessible
E. actionable
A cosmetics firm selects seven different segments to target with five different brands and
product lines. The firm has embraced which targeting strategy?
A. Niche marketing
B. Mass marketing
C. Differentiated marketing
D. Micromarketing
E. Concentrated marketing
The department store chain Macy's has rolled out a localization program called "My
Macy's" in which merchandise is customized under 69 different geographical districts. Due
to climate and taste differences, the firm markets brands and promotions specifically to the
needs and wants of local customer groups. Which marketing strategy is this?
A. Niche marketing
B. Individual marketing
C. Micromarketing
D. Local marketing
E. Mass customization
The full mix of benefits on which a brand is differentiated and positioned is known as the
brand's ________.
A. demand chain
B. supply chain
C. service life
D. value proposition
E. value stream
________ marketing is more suited for uniform products, such as grapefruit or steel.
A. Trigger-based
B. Undifferentiated
C. Local
D. Niche
E. One-to-one
________ positioning involves providing the most upscale product or service and charging
a higher price to cover the higher costs.
A. Same for less
B. Less for much less
C. More for more
D. More for less
E. More for the same
Traditionally, marketing was not focused on specific buyers but marketers were scattering
their marketing efforts through ________, which is more of a "shotgun" approach.
A. target marketing
B. positioning
C. mass marketing
D. market segmentation
E. differentiation

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Modern communication technologies enable consumers to connect across many of the

traditional segmentation bases. Increasingly, firms will employ ________ segmentation in
the international market to form segments of consumers who have similar needs and
buying behaviors, even though they are located in different countries.
A. geographic
B. political and legal
C. cultural
D. cross-market
E. economic
A segment is less attractive if it ________.
A. is difficult for new entrants to enter
B. contains weak suppliers
C. is substantial
D. already contains many strong and aggressive competitors
E. is actionable
_______ marketing is more suited for products that vary in design.
A. Individual
B. Local
C. Differentiated
D. Direct
E. Mass
P&G offers a great variety of bestselling detergent and laundry care brands, including
Tide, Gain, Cheer, Era, Dreft , Bold, Bounce, and Downey. Essentially, in the laundry
market, P&G is competing with itself. Why does it offer so many competing brands?
A. The firm wants to be able to charge more for multiple brands and take advantage of price-
insensitive buyers.
B. The firm is unsure of what features and benefits consumers want, so it offers many brands.
C. The firm wants to have a larger marketing department.
D. P&G lets Tide capture 38% of the market and offers other brands to confuse buyers who do
not want Tide.
E. The firm wants to appeal to different market segments.
Which of the following marketing strategies is most suitable for smaller firms with limited
resources?
A. niche marketing
B. undifferentiated marketing
C. differentiated marketing
D. mass marketing
E. one-to-one marketing
The ________ is the way a product is defined by consumers or the place the product
occupies in consumers' minds relative to competing products. Products are made in
factories, but brands happen in the minds of consumers.
A. market segmentation
B. perceptual positioning map

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C. competitive advantage
D. product position
E. target market
Stores such as Walmart, Best Buy, PetSmart, David's Bridal, and DSW Shoes use
________ positioning.
A. more for the same
B. more for less
C. less for much less
D. more for more
E. same for less
Companies know they cannot appeal to all buyers in the marketplace, or at least not in the
same way. Reasons for this include all of the following EXCEPT
A) Buyers are too numerous
B) Companies vary widely in their abilities to serve different market segments
C) Buyers are varied in their needs and buying practices
D) Companies need more information to offer the right products to the right customers
E) Buyers are widely scattered
Consists of evaluating each market segment's attractiveness and selecting one or more
segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
Involves dividing a market into smaller segments of buyers with distinct needs,
characteristics, or behaviors that might require separate marketing strategies or mixes.
A) Mass customization
B) Market targeting
C) Market segmentation
D) Differentiation
E) Positioning
Involves actually distinguishing the firm's market offering to create superior customer
value.
A) Mass customization
B) Differentiation
C) Market segmentation
D) Diversifying
E) Targeting
When marketers at Fair & Leigh Inc. Selected the Millennials, a demographic group that
includes many college students, as an untapped group of potential customers for their new
line of products, they were engaging in

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A) Occasion segmenting
B) Local marketing
C) Market diversification
D) Market targeting
E) Product positioning
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) Mass customization
B) Targeting
C) Segmentation
D) Differentiation
E) Positioning
Which of the following is NOT one of the major variables used in segmenting consumer
markets?
A) Demographic
B) Behavioral
C) Ethical
D) Geographic
E) Psychographic
Calls for dividing the market into regions, states, counties, cities, or even neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation
Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example
of
A) Geographic segmentation
B) Product diversification
C) Branding
D) Psychographic segmentation
E) Demographic segmentation
Segmentation divides the market into segments based on variables such as age, life-cycle
stage, gender, income, occupation, education, religion, ethnicity, and generation.
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic

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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. Benefit segmentation
C. Occasion segmentation
D. Demographic segmentation
E. Psychographic segmentation
Segmentation divides buyers into different segments based on social class, lifestyle, or
personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
A company selling child-care products ran a television ad depicting women as being
primarily responsible for childcare. Many women viewers considered this regressive,
alleging that the ad failed to recognize the much more diversified role of women in today's
world. This is an example of
A) Cause marketing
B) Stereotyping
C) Niche marketing
D) Scapegoating
E) Positioning
Can be a poor predictor of a person's health, work or family status, needs, or buying power.
A) Occupation
B) Education
C) Ethnicity
D) Religion
E) Age
Segmentation has long been used in clothing, cosmetics, toiletries, and magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic
Gilron Holidays runs a premium membership club that caters to customers whose annual
salary exceeds $100,000. Members of this club are offered seasonal discounts at select
luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n)
Segmentation approach.
A) Gender
B) Benefit

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C) Occasion
D) Income
E) Geographic
Segmentation divides buyers into different segments based on lifestyle or personality
characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic
Marketers who use often segment their markets by consumer lifestyles and base their
marketing strategies on lifestyle appeals.
A) Demographic segmentation
B) Geographic segmentation
C) Benefit segmentation
D) Psychographic segmentation
E) Occasion segmentation
Segmentation divides buyers into segments based on their knowledge, attitudes, uses, or
responses concerning a product.
A) Behavioral
B) Psychographic
C) Age and life cycle
D) Gender
E) Geographic
Segmentation refers to dividing the market into segments according to occasions when
buyers get the idea to buy, actually make their purchase, or use the purchased item.
A) Gender
B) Psychographic
C) Occasion
D) Geographic
E) Income
Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local
snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a
busy time for Malcolm. He advertises more aggressively and sells most of his snowboards
around this time. Which market segmentation approach does Malcolm most likely use?
A) Gender segmentation
B) Psychographic segmentation
C) Occasion segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation

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Tropicana promotes drinking orange juice at any time of day as a cool, refreshing drink.
The market segmentation approach Tropicana is using 1s
A) Occasion segmentation
B) Benefit segmentation
C) Age and life-cycle segmentation
D) Gender segmentation
E) Behavioral segmentation
Requires finding the major advantages people look for in a product class, the
Kinds of people who look for each positive aspect of a product, and the major brands that
deliver it.
A) Gender segmentation
B) Psychographic segmentation
C) Benefit segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation
Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the
attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is
confident that Proteus will appeal to both sports car enthusiasts as well as the luxury
segment. Which of the following types of market segmentation is evident here?
A) Gender segmentation
B) Income segmentation
C) Benefit segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation
Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and regular
users of a product?
A) User status
B) Usage rates
C) Gender status
D) Income status
E) Loyalty status
In the context of behavioral segmentation, who among the following is a potential user?
A) Anita, who recently had a baby
B) Peter, who recently changed his job
C) Mary, who enrolled as a graduate student in a university last year
D) Gina, who opened a dental clinic in Orange County
E) Raj, who is planning a trip to Hawaii with friends
In the context of behavioral segmentation, markets segmented by can be categorized into light,
medium, and heavy product users.
A) Benefits sought

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B) Loyalty status
C) Usage rate
D) User status
E) Occasion
A recent study conducted by Estelle Cosmetics Company showed that heavy users of
Estelle's products comprise a small percentage of the market. The study indicated that less
than 7 percent of all shoppers buy nearly 71 percent of Estelle's products in the United
States. This is an example of
A) Benefit segmentation
B) Segmentation by loyalty status
C) Segmentation by usage rate
D) Psychographic segmentation
E) Occasion segmentation
Consumers who show their allegiance to brands, stores, or companies help marketers to
segment consumers by their
A) User status
B) Degree of loyalty
C) Income
D) Geographic location
E) Benefit-seeking attitudes
Which of the following is true about behavioral segmentation on the basis of the loyalty
variable?
A) Consumers tend to pay more for products that are targeted at their respective age group or
generation.
B) By looking at customers who are shifting away from its brand, a company can learn about its
marketing weaknesses and take actions to correct them.
C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than
those who are not.
D) Completely loyal customers of a brand are typically loyal to two or three brands of a given
product.
E) Only consumers who seek premium or luxury services are subjected to behavioral
segmentation based on the loyalty variable.
Which of the following is true about multivariable segmentation systems?
A) Marketers using multiple segmentation bases tend to ignore smaller markets.
B) Marketers often use multiple segmentation bases to control inflation.
C) Multiple segmentation rarely involves the use of demographic data.
D) Multiple segmentation is ineffective in large markets.
E) Multiple segmentation bases help identify smaller, better-defined target groups.
Which of the following is NOT a benefit of using multivariable segmentation systems?
A) Help companies identify key customer segments
B) Help companies reach key customer segments more efficiently

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C) Help companies more accurately price their products to appeal to key customer segments
D) Help companies better understand key customer segments
E) Help companies tailor market offering to the needs of the key customer segments
Which of the following is NOT a common variable used by both consumer and business
marketers while segmenting markets?
A) Operating characteristics
B) Loyalty status
C) Usage rate
D) Geographic location
E) Benefits sought
Business marketers use geographic, demographic, benefit, user status, usage rate, and
loyalty status to segment their markets. They also use , customer operating
Characteristics, purchasing approaches, and situational factors.
A) Weather patterns
B) Psychographics
C) Ethical traits
D) Budgets and financial status
E) Personal characteristics
Segmentation assumes that nations close to one another will have many common traits and
behaviors.
A) Geographic
B) Occasion
C) Psychographic
D) Benefit
E) Demographic
Double Drill Inc. Segments its foreign markets by per capita income. This firm segments
the international markets based on
A) Political factors
B) Legal factors
C) Geographic location
D) Economic factors
E) Cultural factors
Pacific Fisheries divides its customers into different regional units, such as Asia, Australia,
and the Americas. This is an example of segmentation.
A) Demographic
B) Psychographic
C) Geographic
D) Occasion
E) Benefit
Marketers often segment international markets according to the type and stability of
government. In such instances, they segment markets based on

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A) Geographic location
B) Economic factors
C) Cultural factors
D) Political factors
E) Sociocultural factors
Anchor Tractors focuses on selling its farm equipment in North America and Europe. It
has not yet considered expanding into the Middle East. Which factor is likely most
important in this decision regarding expansion?
Which of the following refers to a cultural factor in the context of segmenting international
markets?
A) Geographic
B) Political
C) Demographic
D) Personality
E) Cultural
Which of the following refers to a cultural factor in the context of segmenting international
markets?
A) Receptivity of foreign firms
B) Economic development of the country
C) Population income levels
D) Stability of the government
E) Values and attitudes
Using segmentation, marketers form segments of consumers who have similar needs and
buying behaviors even though they are located in different countries.
A) Psychographic
B) Demographic
C) Occasion
D) Benefit
E) Intermarket

_______ consists of
evaluating each market
segment's attractiveness
and selecting one or

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more segments to enter

________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation

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 lOMoARcPSD|8268594

E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or
more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation
________ consists of
evaluating each market
segment's attractiveness
and selecting one or

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 lOMoARcPSD|8268594

more segments to enter.

A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation

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