Marketing Management 5th Edition Dawn Iacobucci – Test Bank by rafaelatito

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Description Marketing Management 5th Edition Dawn Iacobucci – Test Bank Sample Questions Instant Download With Answers Chapter_03__Segmentation

1. Economists note that imperfect competition occurs because consumers have unique needs and desires. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 32

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: C

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/3/2016 10:24 AM

2. Maslow’s hierarchy ranges from satisfaction of basic biological needs to more abstract needs regarding well-being. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 32

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: C

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

3. In marketing, we deal with customer differences through segmentation. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 32

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

4. Collectively, a marketplace of consumers is homogeneous. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 32

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

5. A market segment is an individual customer who shares similar inclinations toward your brand. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 33

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

6. Some companies that tried mass customization have scaled back their attempts because it is not cost-effective. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 34

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 2:54 PM

7. The goal of homogeneity in customers’ likes or dislikes is more achievable as the segment size gets smaller, but if the segment is too small, it might not be profitable to serve. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 35

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

8. On a continuum from mass marketing to one-to-one marketing, market segmentation is in the middle. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 33

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 2:55 PM

9. The mass marketing approach is usually realistic. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 34

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

10. Segments become more homogeneous as they increase in size. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 35

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

11. Older couples who are empty nesters dream of spending their greater discretionary income on technology and furniture. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 36

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

12. Coupons that are printed at grocery checkouts are a function of items the customer just purchased. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 34

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

13. Income is a psychological variable. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 36

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

14. Age is an easily identifiable demographic variable. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 36

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG – Diversity

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

15. Families with higher household incomes hire more service workers. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 36

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

16. Urban living affords certain elements of entertainment, and smaller towns offer different kinds of amusement. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Pages 36–37

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG – Diversity

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

17. Since most marketplaces are international, country and cultural differences can be tremendous. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 36

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG – Diversity

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

18. It is useful for marketers to understand the psychological and lifestyle choices that are relevant to the brand(s) the marketer is pitching. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 37

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Cust

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Evaluation

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

19. Opinion leaders, innovators, or market mavens are known for their expertise and involvement in a category. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 38

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

20. One reason celebrity spokespeople are thought to be effective is that ordinary people aspire to be like the celebrity, in whatever manner that is achievable. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Pages 38–39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

21. Political party identifications have a clear and predictable effect on cereal consumption and cell phone plans. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 37

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG – Diversity

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

22. All of the qualities that marketers care about may be mapped onto segments in any product category. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 38

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

23. We can directly observe attitudes, but we cannot use behaviors to infer attitudes and psychological states. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

24. It is easier to identify, obtain information on, and woo customers who are currently using a competitor’s brand or who aren’t even purchasers in the category. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:13 PM

25. The 80:20 rule is where 20% (or so) of your sales come from 80% (or so) of your customers. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:14 PM

26. An increasingly popular means of using co-purchasing patterns to generate crossselling suggestions are Internet recommendation agents.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 40

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

27. “Current users” are relatively difficult to communicate with. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Evaluation

OTHER:

MBA: Knowledge of Human Behavior and Soci

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

28. Data sources for segmenting businesses and consumers tend to be the same. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 40

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

29. Businesses treat all clients the same way—whether large or small. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 40

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:15 PM

30. Size does not always correlate with future growth potential. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 40

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

31. The least common marketing research technique used to segment customer data is cluster analysis. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 41

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Rese

TOPICS:

3-3 What Information Serves as Bases for Seg

KEYWORDS:

Bloom’s: Evaluation

OTHER:

MBA: Operations Skills

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

32. Marketers identify segments best when iterating between a managerial top-down approach and a customer-based assessment. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 42

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Evaluation

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:15 PM

33. Sometimes a marketing manager might hold beliefs that are not consistent with the customer data. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 42

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

34. A set of segments may be very clear from a statistical perspective, but they need to be useful from a managerial point of view. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Pages 42–43

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Evaluation

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

35. To marketers, the most important feature of segments is their size, not their profitability. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 43

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Operations Skills

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

36. The ideal goal for the marketer is to find an untapped (or at least relatively underserved) group of customers whose needs can easily and profitably be met. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 45

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

37. An upscale segment is always a tempting one for marketers to target because marketers assume that those customers can afford to purchase their goods or services, with a little less price sensitivity than other customers.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 45

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

38. Profitability means number of customers. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 43

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

39. Sometimes segments appear small only because the clustering was done too finely. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 43

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

40. Lots of segmentation schemes fail because marketers focus on the wrong criteria. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 45

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-4 How Do Marketers Segment the Market?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

41. Who created the hierarchy of needs? a.

Maslow

Watson

Skinner

Freud

ANSWER:

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 32

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: C

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

7/11/2016 2:16 PM

42. Consumers have unique needs and desires. Economists call this a.

imperfect competence.

imperfect competition.

diverse demand.

diverse marketing.

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 32

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:18 PM

43. Differences in __________ and preferences require that different products be provided to satisfy the different segments’ needs. a.

companies

targets

perceptions

consumers

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 32

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: C

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/26/2016 4:09 PM

44. Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out a.

what will appeal to high-end customers.

which customers might like their product, and how to get the product into their hands.

which customers are price sensitive.

which customers have brand loyalty and seek a brand image similar to other brands the

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 33

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:19 PM

45. Company ABC is interested in better understanding how different groups of customers feel about its product. In order to do this, Company ABC will need to a.

position its product in the market.

segment the market.

mass market.

target market.

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 33

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-1 Why Segment?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:20 PM

46. Considering a continuum from mass marketing to one-to-one marketing, marketing segmentation is a.

very close to mass marketing.

very close to one-to-one marketing.

in the middle.

on a different continuum.

ANSWER:

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 33

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/24/2016 3:20 PM

47. As segments increase in size, it becomes __________ to satisfy them with the same product. a.

more difficult

easier

cheaper

more fun

ANSWER:

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 35

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Soc

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/26/2016 4:10 PM

48. __________ means that all customers are treated the same. a.

One-to-one marketing

Gender marketing

Group marketing

Mass marketing

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 34

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

3-2 What Are Market Segments?

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:16 PM

DATE MODIFIED:

8/26/2016 4:10 PM

Chapter_05__Positioning

1. Positioning has more physical elements than perceptual ones. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

2. Perception is one of the 4 Ps. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

3. Positioning is about identity: who your brand or company is in the marketplace visà-vis the competition and in the customer’s eyes. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Society

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 3:01 AM

4. Communication is one of the 5 Cs. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

5. Positioning is about designing a product to have benefits that the target segment will value. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

6. Alexis is in charge of designing a new product for her company. The research data she collected suggests the benefits to her target segment will be minimal. Based on this information, Alexis will have a difficult time positioning this new product. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 63

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

7. Positioning involves two of the marketing mix variables. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

8. Perceptual maps allow managers to see graphical depictions of where their brands are, and where their competitors are, in the minds of their customers. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 64

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

9. Holes in perceptual maps identify areas of fierce competition among an industry’s firms. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

10. Customer segments shown on perceptual maps offer marketing managers information about what’s going on in the marketplace. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 65

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Customer

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

11. On a perceptual map, brands depicted as points in the map close together are those perceived as similar. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 64

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

12. One question always on the minds of marketers is, “Is my intended position the one that customers perceive?” a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 65

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of Human Behavior and Society

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

13. Customers may view similar companies as interchangeable. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 4:12 AM

14. Some perceptual maps contain descriptors for a single service provider. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 65

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

15. With time, it’s hard for a company to resist raising prices, or letting quality settle a little lower due to cost-cutting measures. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Pages 67–68

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Pricing

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/26/2016 5:18 PM

16. Just as consumers are demanding, wanting the very best of everything, companies can be equally irrational.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 66

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of Human Behavior and Society

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

17. A brand can reasonably be positioned as the “coolest” brand and the best value. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 67

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 4:45 AM

18. Brands occasionally come along that are priced high but offer low quality. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 68

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Pricing

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

19. Low prices always result in low profitability. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 69

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Pricing

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

20. Customer intimacy is a basic corporate strategy that creates value. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 4:38 PM

21. Joe’s company prides itself on efficient production and delivery of products, in addition to offering low prices and convenience to its customers. The strategy most likely being employed by Joe’s company is product leadership. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 8:37 AM

22. Madison serves as Vice President of Customer Experience at Company X, a large international hospitality firm with hotels and resorts around the globe. Madison’s role involves catering to the specific needs and preferences of Company X’s most valuable guests. Company X is most likely engaged in a customer intimacy strategy to create value among its guests. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 8:40 AM

23. Niche positioning is a matter of exclusivity and size. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

24. If a brand has an exclusive image and distribution chain, it needs to promote it as much as possible. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 68

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Promotion

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

25. The three basic corporate strategies to creating value and achieving market stature were originally described by Michael Treacy and Fred Wiersema in The Discipline of Market Leaders. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

26. Airlines use operational excellence strategy to tailor products to customers. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 5:43 PM

27. Apple’s reputation as an innovative company demonstrates its use of the product leadership strategy. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 5:50 PM

28. FedEx uses an operational excellence strategy by focusing on delivery, price, and convenience. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Strategy

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 9:22 AM

29. A positioning statement includes the specification of the target segment(s). a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Function

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

30. In marketing, USP stands for unique strategic position. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Function

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

31. Once it has positioned itself or its brand, a company must be able to communicate succinctly the parameters of that position to a single audience. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

32. A positioning statement should target employees and shareholders. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/7/2016 10:44 PM

33. A positioning statement should express a brand’s competitive advantage. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/8/2016 1:46 AM

34. Positioning statements should be lengthy and very detailed in order to communicate efficiently. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

35. Mark needs to write the positioning statement for Company X. One of Mark’s colleagues advises him that the positioning statement needs to be clearly understood by the company’s employees, shareholders, and customers—but NOT by the general public since this group will not be interacting with the company. Mark’s colleague has offered good advice. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 74

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 9:36 AM

36. To write a good positioning statement, you need to know who you are trying to persuade. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

37. When writing a good positioning statement, knowledge of the competition is irrelevant. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/8/2016 2:36 AM

38. An element of the positioning statement may be only implied. a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 75

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

39. Positioning statements should not be used as advertising taglines. a.

True

False

ANSWER:

False

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 76

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

40. Walmart has a very straightforward positioning statement: “Save money. Live better.” a.

True

False

ANSWER:

True

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 76

QUESTION TYPE:

True / False

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG Communication

LOCAL STANDARDS:

United States – OH – Default City – DISC: Mark

TOPICS:

5-2 Writing a Positioning Statement

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 9:45 AM

41. Shannon is struggling to communicate who Company ABC is compared to the competition. Shannon wants to communicate that Company ABC’s brand has the benefits that the target market will value. Shannon is engaged in what marketing activity? a.

segmenting

targeting

positioning

advertising

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Application

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

7/11/2016 2:18 PM

42. Which of the following is one of the 5Cs? a.

communication

company

comprehension

commerce

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 63

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/8/2016 3:39 AM

43. Positioning is mostly about a.

identity.

physical elements.

targeting.

advertising.

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 63

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 9:52 AM

44. Positioning involves which of the marketing mix variables? a.

price, promotion, product, place

price, promotion, product

price, place

promotion, product, place

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 9:58 AM

45. Marketers and senior managers like to see graphical depictions of where their brands and their competitors’ brands are in their customers’ minds. What are these called? a.

histograms

perceptual maps

genograms

position charts

ANSWER:

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 64

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Knowledge

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/8/2016 4:11 AM

46. Brands depicted as points in the map close together are those perceived as a.

similar.

different.

expensive.

high-quality.

ANSWER:

POINTS:

DIFFICULTY:

Easy

REFERENCES:

Page 64

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Knowledge of General Business Functions

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 10:04 AM

47. __________ in perceptual maps offer(s) intriguing possibilities for new market opportunities. a.

Brands

Holes

Targeting

Positioning

ANSWER:

POINTS:

DIFFICULTY:

Moderate

REFERENCES:

Page 64

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Comprehension

OTHER:

MBA: Managing Strategy and Innovation

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/26/2016 5:36 PM

48. In analyzing perceptual maps, one question always on the marketer’s mind is: a.

Is my brand optimally segmented?

Is my brand experiencing holes?

Is my brand targeted correctly?

Is my brand optimally positioned?

ANSWER:

POINTS:

DIFFICULTY:

Challenging

REFERENCES:

Page 65

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

NATIONAL STANDARDS:

United States – BUSPROG: Analytic

LOCAL STANDARDS:

United States – OH – Default City – DISC: Marketing Plan

TOPICS:

5-1 What Is Positioning and Why Is It Probably the Most Impo

KEYWORDS:

Bloom’s: Analysis

OTHER:

MBA: Knowledge of Human Behavior and Society

DATE CREATED:

7/11/2016 2:18 PM

DATE MODIFIED:

8/25/2016 10:11 AM