Marketing and Segment

Spring 2013 MAR 4804 (Thurs)

Test Bank
Strategic Marketing

Quarter 2 Decisions

9. Which of the following can you not determine from market research?
a) The structure of the market
b) The market requirements
c) The market requirements of your competitors
d) The strengths and weaknesses of your competition

10. Conducting a Market Opportunity Analysis (MOA) is the first step in developing a marketing strategy.
e) True
f) False

11. What is a differentiated marketing strategy?
a. Selection of production components for a brand which provide the right amount of benefits
b. Selection of a name designed to project a defined image, purpose, or benefit of a brand
c. Selection of individual segments for market development
d. Development of a unique marketing strategy for each segment

12. What is target marketing?
a. Selection of production components for a brand which provide the right amount of benefits
b. Selection of a name designed to project a defined image, purpose, or benefit of a brand
c. Selection of individual segments for market development
d. Development of a unique marketing strategy for each segment

13. In the customer needs section of the end user profile, a need is considered important if it is at least what?
a. 90
b. 100
c. 110
d. 120

14. The data regarding customer needs is very helpful in understanding which of the following?

a. The benefits desired in a product
b. The costs perceived in the use of the product.
c. The prices customers are willing to pay
d. Both a and b

15. “Lowest price” is more important to which segment?
a. Workhorse
b. Traveler
c. Mercedes
d. Cost Cutter
e. Innovator

16. “Easy to use” is more important to which segment?
a. Workhorse
b. Traveler
c. Mercedes
d. Cost Cutter
e. Innovator

17. “Fast and powerful” is more important to which segment?
a. Workhorse
b. Traveler
c.