KIIT University 2008 M.B.A Marketing Management keting - Question Paper

Segmentation
Chapter eight KKKJ


1. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of 1 product for all buyers.
a. group
b. mass
c. general
d. segmented
e. differentiated

2. The argument for ________ marketing is that it creates the largest potential market, which leads to the least costs, which in turn can lead to lower prices or higher margins.
a. niche
b. micro
c. macro
d. differentiated
e. mass

3. A ________ consists of a group of customers who share a similar set of needs and wants.
a. market target
b. market group
c. market slice
d. market segment
e. market level

4. If a marketing manager observes that his or her market indicates no natural segments and consumers seem to have roughly the identical preferences, the marketing manager will most likely be faced with a ________ preferences trend.
a. homogeneous
b. heterogeneous
c. diffused
d. clustered
e. scattered

5. Procter & Gamble has many soap brands. 1 cause for this is that soap users tend to group together in terms of preferences such as bleaching action, softness, stain removal, et cetera. Which of the subsequent preferences trend would most likely apply to P&G’s method of response to market needs?
a. Homogeneous preferences
b. Diffused preferences
c. Clustered preferences
d. Psychological preferences
e. Cultural preferences

6. Marketers usually identify niches by ________.
a. dividing a segment into subsegments
b. conducting VALS tests
c. allowing consumers to gravitate toward product brands
d. examining the demographics part of The Handbook of Marketing
e. producing products that can be used in a variety of ways

7. A niche is characterized as being all of the subsequent other than that ________.
a. the customers in the niche have a distinct set of needs
b. the customers will pay a premium to the firm that satisfies their needs
c. the niche is not likely to attract other competitors
d. the customers generally have smaller amounts of income
e. the nicher gains certain economies through specialization

8. When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the subsequent marketing formats?
a. Differentiated marketing
b. Consumer marketing
c. Instructional marketing
d. Partner marketing
e. Grassroots marketing

9. Those who favor localized marketing see national advertising as wasteful because ________.
a. it gets too up close and personal with consumers
b. it drives up manufacturing and marketing costs by reducing economies of scale
c. it magnifies logistical issues
d. it fails to address local needs
e. all of the above

10. ________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their option.

Earning:   Approval pending.