Nova Southeastern University

MKT 5070

1)If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the          .

1. 1. switchers
   2. shifting loyals
   3. split loyals
   4. hard-core loyals
   5. antiloyals

2. Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as                                                                               .
   1. split loyal
   2. shifting loyal
   3. consistent loyal
   4. hard-core loyal
   5. switcher

3. A company can learn a great deal by analyzing the degrees of brand loyalty. For example,  can show the firm which brands are most competitive with its own.
   1. hard-core loyals
   2. split loyals
   3. shifting loyals
   4. switchers
   5. antiloyals

4. A company can learn a great deal by analyzing the degrees of brand loyalty. For example,   can

help identify the products' strengths.

1. 1. switchers
   2. split loyals
   3. antiloyals
   4. shifting loyals
   5. hard-core loyals

5. If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?
   1. personal characteristics
   2. demographic variables
   3. situational factors
   4. operating variables
   5. purchasing approaches

6. A marketer is interested in segmenting a business market on                             if the marketer intends to segment the market based on industries and geographical areas to serve.
   1. demographic variables
   2. situational factors
   3. operating variables
   4. purchasing approaches
   5. personal characteristics

7. A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
   1. purchasing approaches
   2. situational factors
   3. operating variables
   4. personal characteristics
   5. demographic variables

8. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
   1. demographic variables
   2. purchasing approaches
   3. situational factors
   4. personal characteristics
   5. operating variables

9. 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.
   1. situational factors
   2. purchasing approaches
   3. personal characteristics
   4. operating variables
   5. demographic variables

10. A marketer interested in segmenting a business market based on                             intends to eventually segment the market based on power structure and nature of existing relationship.
    1. situational factors
    2. purchasing approaches
    3. personal characteristics
    4. operating variables
    5. demographic variables

11. 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?
    1. Step 2?segment identification
    2. Step 3?segment attractiveness
    3. Step 6?segment "acid test"
    4. Step 1?needs-based segmentation
    5. Step 7?marketing-mix strategy

12. If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the            step of the segmentation process.
    1. needs-based segmentation
    2. segment identification
    3. segment profitability
    4. segment "acid test"
    5. marketing-mix strategy

13. In the                        step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.
    1. need-based segmentation
    2. segment identification
    3. segment attractiveness
    4. segment profitability
    5. segment "acid test"

14. In the                        step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable.
    1. segment "acid test"
    2. segment attractiveness
    3. segment profitability
    4. need-based segmentation
    5. segment identification

15. 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.
    1. measurable
    2. substantial
    3. accessible
    4. differentiable
    5. actionable

16. If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which of the following steps of the segmentation process?
    1. needs-based segmentation
    2. segment identification
    3. segment attractiveness
    4. segment positioning
    5. segment "acid-test"

17. In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and                                                              .
    1. the company's objectives and resources
    2. the effectiveness of the suppliers
    3. the flexibility of legal rules governing the business
    4. the socio-economic infrastructure
    5. the global nature of the product

18. To meet the                        criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.
    1. measurable
    2. substantial
    3. accessible
    4. differentiable
    5. actionable  

19. If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the                                                                          criterion for useful market segments.
    1. measurable
    2. substantial
    3. accessible
    4. differentiable
    5. actionable

20. Which of the following statements is true about the five forces identified by Michael Porter, that

determine the intrinsic long-run attractiveness of a market or market segment?

1. 1. A segment is unattractive if the company's suppliers are unable to raise prices or reduce quantity supplied.
   2. A segment is unattractive if buyers possess strong or growing bargaining power.
   3. A segment is attractive when there are actual or potential substitutes for the product.
   4. A segment is attractive if it already contains numerous, strong, or aggressive competitors.
   5. The most attractive segment is one in which entry barriers are low and exit barriers are high.

21. In                        marketing, the firm ignores segment differences and goes after the whole market with one offer.
    1. niche
    2. mass
    3. guerrilla
    4. segmented
    5. differentiated

22. In                        marketing, the firm operates in several market segments and designs different products for each segment.
    1. individual
    2. undifferentiated
    3. differentiated
    4. concentrated
    5. niche

23. General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and personality. This is an example of                                                                        marketing.
    1. undifferentiated
    2. differentiated
    3. concentrated
    4. niche
    5. micro