1. Which of the Following Is Not a Segmentation Strategy?
Ch. 8 Quiz
1. Which of the following is not a segmentation strategy?
a. Undifferentiated marketing
b. Micromarketing
c. Concentrated marketing
d. Geographic segmentation
2. Psychographics involves knowing and understanding which of the following?
a. Self-concept
b. Lifestyles
c. Self-values
d. all the above
3. The Undifferentiated Segmentation Strategy is also known as…
a. Mass Marketing
b. Micromarketing
c. Concentrated Segmentation Strategy
d. Psychographic Segmentation
4. After establishing the overall strategy or objective, what is the next step in the
STP process?
a. Evaluating the segment attractiveness
b. Identifying and developing a positioning strategy
c. Describe the segments
d. Select the target market
5. The Gap employs three store formats – Banana Republic, The Gap, and Old Navy. This is an example of ______.
a.Concentrated Segmentation Strategy
b.Micromarketing Strategy
c. Differentiated Marketing Strategy
d. Undifferentiated Strategy
6. The Gerber Baby is an example of ______.
a. Salient Attribute
b. Symbols
c. Value
d. Competition
7. Which of the following is a part of targeting in the Segmentation-Targeting-Positioning Process?
a. Evaluate segment attractiveness
b. Describe elements
c. Identify and develop positioning strategy
d. Strategy or objectives
8. In step 5 of the STP Process, which one of these positioning strategies focuses on the product attributes that are the most important to the target market?
a. Value
b. Salient Attributes
c. Symbols
d. Competition
9. Which is not one of the positioning strategies?
a. Salient Attribute
b. Competition
c. Distributing factors
d. Symbols
10. One-to-one marketing is also known as…
a. Differentiated Marketing Strategy
b. Mass Customization
c. Micromarketing
d. Concentrated Segmentation Strategy
Answers:
1. D
2. D
3. A
4. C
5. C
6. B
7. A
8. B
9. C
10. C
1. Which of the following is NOT a valuable component of marketing research?
A. Enables firms to become more customer oriented
B. Creates higher productivity.
C. Allows for quick response to competitors.
D. Reduces uncertainty.
2. Who uses marketing research?
A. Corporations.
B. Non profit organizations.
C. Retailers.
D. Governments.
E. All of the above.
3. When a firm attempts to pull out valuable data or unearth patterns in data from data warehouses/databases, the firm is actively engaged in what?
A. Data excursion.
B. Critical data inquiry.
C. Data mining.
D. Critical data location.
4. To ensure accurate, honest response from consumers, what must researchers do?
A. Offer assurance to respondents that the garnered information will be used solely for the purpose of research.
B. Cross ethical boundaries.
C. Treat the information as confidential.
D. A and C only.
5. Which of the following does NOT represent privacy protection?
A. “Do Not Fax” lists.
B. Electronic Privacy Information Center.
C. “junk fax prevention act.”
D. Center for Democracy and Technology.
E. None of the above.
6. By The American Marketing Association’s standards, what are the three guidelines for conducting marketing research?
A. 1. Maintain research integrity, 2. Be ethical, and 3. Do not sell data to other companies.
B. 1. Do not sell or fundraise under the mask of conducting research, 2. Avoid misrepresentation of data to maintain research integrity, and 3. Encourage the fair treatment of all involved.
C. 1. Do not omit data, 2. Do not misrepresent data, and 3. Do not treat the data unfairly.
D. 1. Do not disguise yourself, 2. Treat others fairly, 3. Adhere to legislative policy at all times.
7. According to the text, which is NOT a source of poorly designed/defined research objectives?
A. Irrelevant research questions.
B. Inexperience.
C. Focusing on un-answerable questions.
D. Addressing questions that have already been answered.
8. What is the difference between secondary data and syndicated data?
A. Secondary data is only available for purchase; syndicated data is information that has already been collected from other sources.
B. Secondary data is not available to the public; syndicated data is available to the public.
C. Syndicated data is available free of purchase; obtaining secondary data is costly.
D. Syndicated data is available for purchase; secondary data is free and readily available.
9. Which of the following is NOT an exploratory research method?
A. Projective Technique
B. Focus groups.
C. Online Survey.
D. Observation.
E. In-depth interview.
10. Which of the following is NOT a conclusive research method?
A. Focus Groups.
B. Experiments.
C. Scanner Research.
D. Panel Research.
E. Surveys.
KEY:
1. B
2. E
3. C
4. D
5. A
6. B
7. B
8. D
9. C
10. A