MKT 475 Week 5 Quiz – Strayer
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Quiz
4 Chapter 6 and 7
Chapter
06
Market Targeting and Strategic
Positioning
True/False
Questions
1.
Segment targeting is used more extensively than product differentiation in
marketing.
164
2. Product
specialization involves offering buyers a product differentiated from competitors'
products.
164
3. Product-markets
that experience rapid growth are referred to as emerging market.
165
4. Growing
product-markets are shifting from growth to maturity, as indicated by the
product life cycles of the products.
165
5. The
total sales and profits of a product will decline after it reaches the maturity
stage.
166
6.
New entrants in an emerging market can use disruptive technologies to attract
buyers away from incumbent firms.
167
7.
Large, well-established companies are more likely to enter a new product-market
than are new enterprises.
167
8.
An experiential positioning concept applies to products that solve
consumption-related problems for externally generated consumption needs.
175
9.
Positioning shows how the company or brand is differentiated from its
competitors.
1
10.
Doubtful positioning occurs when frequent changes and contradictory messages
confuse customers regarding the positioning of the brand.
1
Multiple
Choice Questions
11. Naturo-All
Foods Inc. provides products that appeal to middle-class buyers who have strong
value preferences for natural foods and are willing to pay premium prices for
the products that are often not available from other grocery retailers. This
segment of customers is Naturo-All Foods Inc.’s _____.
A. focus
group
B. affiliate network
C. mass market
D. market target
162
12. The
_____ decision identifies the people or organizations in a product-market
toward which a firm directs its positioning strategy.
A. market
targeting
B. employer branding
C. domain selecting
D. strategic
sifting
163
13. Product-markets
that are newly formed are categorized as _____ and are created by factors such
as a new technology or the identification of unmet needs by
suppliers.
A. growing
B. emerging
C. mature
D. declining
165
14. A(n)_____
is a life product life cycle stage where the product-market is actually fading
away instead of experiencing a temporary fall or cyclical changes.
A.
emerging product-market
B.
maturing product-market
C.
declining product-market
D.
growing product-market
165
15.Which
of the following is true about the life cycle of a typical product?
A.
Profits are highest in the emerging phase of the product-market.
B.
Total profits increase after the product reaches the maturity stage.
C.
Sales are highest during the growth period.
D.
Profits fall off before sales as the product reaches maturity.
166
16. The
number of competitors in a(n) _____ market initially consists of the first
market entrant and one or two other firms.
A. emerging
B. maturing
C. declining
D. growing
166
17. Which
of the following market targeting approaches best fits extensive targeting in a
clearly defined market segment?
A. Product variety
B.
Target selected niches
C.
Target multiple segments
D.
Product specialization
164
18. Which
of the following market targeting approaches best fits selective targeting in a
segment not clearly defined?
A. Product variety
B. Target
selected niches
C. Target multiple segments
D. Product specialization
164
19. The
global market strategy of _____ considers the extent to which standardized
products and other strategy elements can be designed to compete on a global
basis, and buyers are targeted without regard to national boundaries and
regional preferences.
A. segmentation
B. buffering
C. local
responsiveness
D. integration
170
20. Which
of the following is a characteristic of emerging markets?
A.
Sales are highest in this stage of the product life cycle.
B.
Factors that drive market growth are clearly defined at this stage.
C.
Market segments are most defined at this stage.
D.
Profits are not obtained at this stage of the product life cycle.
166
167
21.
The positioning _____ indicates management’s desired positioning of the product
(brand) in the eyes and minds of the targeted buyers.
A.
strategy
B.
concept
C.
effectiveness
D.
location
172
1
22.
The positioning _____ is the positioning initiative which combines marketing
program (mix) policies used to portray the positioning desired by management to
the targeted buyers. It includes the product (good or service), supporting
services, distribution channels, price, and promotion actions taken by the
organization.
A.
effectiveness
B.
concept
C.
strategy
D.
location
1
23.
A(n) _____ positioning concept applies to products that solve
consumption-related problems for externally generated consumption
needs.
A. functional
B. lateral
C. symbolic
D. experiential
175
24. _____
positioning applies to products that relate to the buyer's internally generated
need for self-enhancement, role position, group membership, or
ego-identification.
A. Iconic
B. Symbolic
C. Functional
D. Experiential
175
25. The
_____ positioning concept is used to position products that provide sensory
pleasure, variety, and/or cognitive
stimulation.
A. material
B. functional
C. experiential
D. symbolic
175
26.
Which of the following positioning concepts is most commonly utilized by luxury
brands?
A.
Functional positioning
B.
Experiential positioning
C.
Expedient positioning
D.
Symbolic positioning
175
27.
Bruckners and Co. is a fine writing instruments company that manufactures
different products like pencils, pens, oil pastels, and other writing
accessories. A recent study conducted by Bruckners on their product positioning
revealed that most customers were only aware of Bruckners’ Artisan line of
pencils, which were particularly marketed for sketch artists. Which of the
following positioning errors is affecting the Artisan
brand?
A. Overpositioning
B. Underpositioning
C. Confused
positioning
D. Doubtful positioning
1
28. Lambasta is a burger
joint that claims to specialize in lamb burgers. Over the past year, Lambasta
has experimented in different products wherein they stopped making some of
their flagship lamb burgers and replaced them with chicken burgers. The
Lambasta website, which claims Lambasta to be “the only legitimate lamb burger
joint in town,” increasingly provides special offers on their chicken burgers.
T
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