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

29. All of the subsequent are considered to be product attitude segments other than ________.
a. synergistic
b. enthusiastic
c. positive
d. indifferent
e. hostile

30. If a consumer group is designated based on their “balance of disposition,” the ________ group can be defined as 1 that is made up of nonusers who are as attracted to a competing brand as they are to their current brands.
a. strongly unavailable
b. weakly unavailable
c. ambivalent
d. available
e. desirable

31. A behavioral segmentation method related to the Conversion Model is the Gravity of Decision Spectrum. On the shallow end of the spectrum, consumers seek products and services they think will ________.
a. make them appear more wealthy than they are
b. help them save face in publicly visible situations
c. reinforce their emotional stability
d. align with their core values and beliefs
e. save them time, effort, and money

32. If a marketer is seeking to segment a business market, which of the subsequent variables is generally felt to be the most important?
a. Personal characteristics
b. Demographic variables
c. Situational factors
d. Operating variables
e. Purchasing approaches

33. In segmenting its markets, NALCO, an aluminum company 1st looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.
a. macrosegmentation
b. microsegmentation
c. strategic segmentation
d. goal-based segmentation
e. short-term segmentation

34. A company can be stated to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality.
a. macrosegmentation
b. microsegmentation
c. strategic segmentation
d. global segmentation
e. short-term segmentation

35. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the subsequent major segmentation variables would most likely be used by the marketer to assist with the task?
a. Demographic variables
b. Purchasing approaches
c. Situational factors
d. Personal characteristics
e. Operating variables

36. A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.
a. situational factors
b. purchasing approaches
c. personal characteristics
d. operating variables
e. demographic variables

37. A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and purchasing criteria.

Earning:   Approval pending.