Homework answers / question archive / Western New Mexico University BSAD 340 1)When Henry Ford made the Model T, he said that consumers “can have their car in any color they want, as long as it’s black

Western New Mexico University BSAD 340 1)When Henry Ford made the Model T, he said that consumers “can have their car in any color they want, as long as it’s black

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Western New Mexico University

BSAD 340

1)When Henry Ford made the Model T, he said that consumers “can have their car in any color they want, as long as it’s black.” This was a case of:

a.            Repositioning.

b.            Reengineering.

c.             one-to-one marketing.

d.            undifferentiated targeting.

e.            niche marketing.

 

 

 

2.            All of the following are advantages of using a concentrated targeting strategy EXCEPT:

a.            concentration of resources

b.            can better meet the needs of a narrowly defined segment

c.             allows some small firms to better compete with larger firms

d.            strong positioning e. cannibalization

 

3.            A(n)       strategy entails selecting one segment of a market to target and focuses on understanding the needs, motives, and satisfactions of the members of that segment, as well as on developing a highly specialized marketing mix.

a.            universal product

 

b.            undifferentiated targeting c. concentrated targeting

d. market development

e. product development

 

4.            Tall Paul’s designs and sells household furniture and furnishings to people who are over 6’6” tall––a rather small target market. Tall Paul’s uses a(n)               targeting strategy.

a.            benefit

b.            undifferentiated

c.             multisegment marketing

d.            universal product code e. concentrated

 

5.            When a firm uses a concentrated targeting strategy, it can:

a. view the total market as receptive to its product. b. offer a highly specialized marketing mix.

c.             reach customers in two or more segments that might otherwise be missed.

d.            avoid the danger of putting all resources in one micromarket.

e.            concentrate on one generalized product to fit the mass market, maximizing sales volume.

 

6.            E&V Bridal Studios, a wedding consulting business, only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies. What type of segmentation strategy does the wedding consultant use?

a.            Market aggregation

b.            Undifferentiated targeting

c.             Multisegment marketing d. Concentrated targeting

e. Limited demand

 

7.            Companies that adopt a concentrated marketing strategy violate which of the following old sayings?

a.            “You can’t bake a pie without breaking some eggs.”

b.            “Don’t count your chickens before they hatch.” c. “Don’t put all your eggs in one basket.”

d. “The grass is always greener on the other side of the fence.”

e. “A rolling stone gathers no moss.”

 

 

 

8.            When a firm serves two or more well-defined market segments with a distinct marketing mix for each, it is using a(n)            targeting strategy.

a.            undifferentiated

b.            concentrated

c.             niche

d.            multisegment

e.            pluralistic

 

9.            Piper Corporation makes aircrafts. It produces several different planes for three categories of customer: Professional, Personal, and Trainer. What type of targeting strategy is Piper using?

a.            Demand positioning

b.            Concentrated

c.             Undifferentiated d. Multisegment

e. Market differentiation

 

10.          Stouffer’s offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories. When Stouffer’s chose to serve two welldefined market segments and develop distinct marketing mixes for each, it was implementing a(n)                         strategy.

a.            market integration

b.            concentrated targeting

c.             undifferentiated targeting d. multisegment targeting

e. heterogeneous positioning

 

11.          With multisegment targeting, a company could benefit from all of the following EXCEPT:

a.            greater sales volume

b.            greater product design and management cost

c.             higher profits

d.            larger market share

e.            economies of scale in manufacturing

 

12.          A potential disadvantage of multisegment targeting is    , which occurs when sales of a new product cut into sales of a firm’s existing products.

a.            cannibalization

b.            synergy

c.             positioning

d.            demarketing

e.            inelastic demand

 

13.                         is one of the potential disadvantages associated with a multisegment strategy.

a.            Inadequate demand

b.            Demarketing

c.             Lower profits d. Cannibalization

e. Loss of synergy

 

14.          Pharmaceutical firms have introduced new over-the-counter antacids that block the production of stomach acids while still marketing traditional antacids. Traditional antacids treat heartburn by neutralizing stomach acid. If sales of the new acid blockers reduce sales of the traditional antacids, then                         has occurred.

a.   demarketing b. cannibalization

c.             undifferentiation

d.            repositioning

 

e.            perceptual confusion

 

15.          When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called:

a.            demarketing

b.            selective perception

c.             undifferentiation d. cannibalization

e. market repositioning

 

16.          Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of:

a.   demarketing b. cannibalization

c.             undifferentiation

d.            repositioning

e.            perceptual confusion

 

17.          A marketing method that tracks interaction with customers to optimize customer satisfaction and long-term company profits is referred to as:

a.            80/20 marketing

b.            interpersonal marketing

c.             zoned marketing

d.            customer relationship management

e.            individual marketing

 

18.          Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client’s gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service. This is an example of which trend contributing to CRM?

a. Time Savings b. Personalization

c.             Loyalty marketing

d.            Technology

e.            Data Collection

 

 

 

 

19.          Lands’ End offers customers the option using special software to accurately gauge what size customers are in Lands’ End clothes using a web cam image, and the ability to store size preferences. This is an example of which trend contributing to CRM?

a.            Time Savings

b.            Personalization

c.             Loyalty marketing d. Technology

e. Data Mining

 

 

20.          All of the following are true about CRM except:

a.            Most customers resent how companies use their information.

b.            CRM is a huge commitment.

c.             Marketers often have to completely rethink how they target customers.

d.            Loyalty programs use CRM to thank customers for their business and reinforce the decision to shop at that store.

e.            CRM makes purchase decisions more routine for regular customers, which offers time savings.

 

21.          All of the following have been identified as trends that will lead to the continuing growth of CRM EXCEPT:

a.            Time Savings

b.            Personalization

c.             Loyalty Marketing

d.            Technology

e.            Product Differentiation

 

22.          The Ritz-Carlton hotel chain is renowned for its service and individual treatment of its customers. All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer. If a business traveler ordered soft pillows, only wanted martinis in his mini bar, and needed access to a fax machine, he would find all of these amenities in his room when he arrived. The Ritz-Carlton is basing its CRM on which of the following trends?

a. Time Savings b. Personalization

c.             Loyalty Marketing

d.            Technology

e.            Data Collection

 

23.          Product positioning is the process of:

a.            finding the correct location for retail outlets to sell a product category.

b.            finding the right channel of distribution for a product. c. creating the desired image of the firm’s product.

d. competing with competitors’ products in the retailers’ stores for the best position on the shelf.

e. pricing the product to be at a competitive level with other brands on the market.

 

 

 

 

 

24.                         is the development of a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general and is related to the place a product occupies in consumers’ minds relative to competing offerings.

a.            Market differentiation

b.            Diversification

c.             Combination marketing d. Positioning

e. Market aggregation

 

 

25.          Chandler Kumar owns two antique stores. One is in an upscale neighborhood, and its merchandise is artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and contains some of the same type of merchandise, but the items are left in open boxes and placed haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them because he uses such differing

                strategies.

a.            market integration

b.            segmentation

c.             targeting d. positioning

e. market combination

 

26.          The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings is referred to as a product’s:

a.            status

b.            equity

c.             frame

d.            role

e.            position

 

27.          Elaine perceives Cadillac automobiles to be for older men, not for young professional women such as herself. Elaine’s perception represents Cadillac’s              in her mind.

a.            status

b.            frame c. position

d. role

e. equity

 

28.          There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television. ProtecTV is the only product of its kind that has an expandable dictionary. Parents can add words and phrases they find offensive, and the additional words will be deleted from soundtracks and captioning. ProtecTV uses a(n)          strategy.

a.            repositioning

b.            demarketing

c.             market integration

d.            undifferentiated targeting e. product differentiation

 

 

29.          Products such as bleaches, aspirin, unleaded regular gasoline, and some soaps are distinguished by differences such as brand names, packaging, color, smell, or “secret” additives. With these products, marketers attempt to convince customers that their product is significantly different from the others and should therefore be demanded over competing brands. These marketers are using:

a.            cannibalization

b.            perceptual mapping

c.             psychographic targeting

d.            integrated marketing

 

e.            product differentiation

 

30.          For years, fryer chickens sold in grocery stores were perceived to be a rather generic product–– one brand of chicken was much like another. Then Frank Perdue began an advertising campaign to tell consumers that his brand of chicken was more tender, therefore a better choice. Perdue brought

                to the marketing of fryer chickens.

a. perceptual mapping b. product differentiation

c.             psychographic targeting

d.            market innovation

e.            cannibalization

 

31.          When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save mothers the time and effort of slicing the crusts off sandwiches), it was using:

a.            PRIZM segmentation

b.            geodemographic segmentation

c.             niche marketing strategy execution d. product differentiation

e. a target market chart

 

32.          Which of the following is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds?

a.            Perceptual mapping

b.            Product positioning

c.             Market segmentation

d.            Product tracing

e.            Laddering

 

33.          A(n)       could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands.

a. predictive model b. perceptual map

c.             product position

d.            trend analysis

e.            internal marketing audit

 

 

 

 

 

34.          All of the following are typical bases for positioning EXCEPT:

a.            attribute

b.            price and quality c. distribution

d. emotion

e. product user

 

35.          In 2012, Apple, introduced iCloud, a cloud storage service that stores users data and media on remote computer servers so that they can be accessed on multiple devices and updated from anywhere. Apple is catering to on-thego consumers who use multiple platforms. This positioning strategy is based on the:

a.            product class

b.            price and quality

c.             use or application d. product user

e. competitor

 

36.          Ad campaigns for Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve, you would need to take six aspirin or Tylenol and four Advil. These promotions are using the positioning base of:

a. product class b. competitor

c.             product user

d.            product merits

e.            price and quality

 

37.          The advertisements for Kay Jewelers usually show a man presenting a woman with a ring or necklace and receiving a kiss in return. The ad then shows the slogan “Every Kiss Begins with Kay.” This is an example of                positioning.

a.            product class

b.            price and quality

c.             use or application

d.            attribute e. emotion

 

38.          Changing consumers’ perceptions of a brand in relation to competing brands is known as:

a. positioning b. repositioning

c.             reintermediation

d.            demarketing

e.            reengineering

 

 

 

 

 

 

39.          The Southern Company is the largest provider of utilities in the southeastern United States. It has also been accused of being the biggest source of industrial air pollution in the area. Southern is trying to change consumers’ perceptions of the company by sponsoring a series of television programs on how to preserve our environment. The Southern Company is hoping the programming will lead to:

a.            repositioning

b.            reengineering

 

c.             demarketing

d.            undifferentiated targeting

e.            one-to-one marketing

 

40.          To be successful, most businesses focus on customer service. However, the cable industry has a history of poor customer service. Cable companies are facing competition for television customers who once had no choice but cable if they wanted to see more than local programs. In the face of this competition from direct broadcast satellites, cable companies are trying to use a     strategy to show that they have become customer oriented.

a.            segmentation

b.            product differentiation

c.             targeting

d.            repositioning

e.            demarketing