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

a. situational factors
b. purchasing approaches
c. personal characteristics
d. operating variables
e. demographic variables

38. During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?
a. Step 2—segment identification
b. Step 3—segment attractiveness
c. Step 6—segment “acid test”
d. Step 1—needs-based segmentation
e. Step 7—marketing-mix strategy

39. If an organization’s marketing department wished to create “segment storyboards” to test the attractiveness of every segment’s positioning strategy, this action would most likely occur in the ________ step of the segmentation process.
a. needs-based segmentation
b. segment identification
c. segment profitability
d. segment “acid test”
e. marketing-mix strategy

40. In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.
a. need-based segmentation
b. segment identification
c. segment attractiveness
d. segment profitability
e. segment “acid test”

41. To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable

42. If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable

43. According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.
a. measurable
b. substantial
c. accessible
d. differentiable
e. actionable

44. In evaluating various market segments, the firm must look at 2 factors: the segment’s overall attractiveness and ________.
a. company’s objectives and resources
b. the product to be sold
c. the purchasing process
d. competition’s strategies
e. the global nature of the product

45. Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.
a. single-segment concentration
b. selective specialization
c. product specialization
d. market specialization

Earning:   Approval pending.