Ngân hàng đề thi Nguyên Lý Tiếp Thị (Principle of Marketing) MKT101 (Mới 2021)

Cuốn Nguyên lý tiếp thị của Philip Kotler được xem như kinh thánh về ngành marketing tại 58 quốc gia trên thế giới. Thực ra bản dịch Nguyên lý tiếp thị chưa thực sự bao quát được toàn bộ nội dung cuốn sách bởi marketing rộng hơn tiếp thị rất nhiều. Bởi tính toàn diện của mình, sách Nguyên lý tiếp thị đã trở thành giáo trình môn marketing trong rất nhiều trường đại học.

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Chapter 6 Segmentation, Targeting, and Positioning:

Building the Right Relationships with the Right Customers

GENERAL CONTENT: Multiple-Choice Questions

1 Why does Procter & Gamble offer products that compete with one another on thesame supermarket shelves?

a Different people want a greater selection

b Different people want different mixes of benefits from the products they buy

c Procter & Gamble has little competition

d Retailers request it

e It creates healthy competition

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5 Al Moline and his staff have decided to use target marketing to reach their salesgoals Which are their three steps (in order) to target marketing?

a Market segmentation, market positioning, and target marketing

b Market positioning, market positioning, and market segmentation

c Market segmentation, target marketing, and market positioning

d Market alignment, market segmentation, and market positioning

e Market recognition, market preference, and market insistence

c the most effective way

d the least-cost way

e a most popular way

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10 When Burger King targets different groups—from children and teens to adults andseniors—with different ads and media, it is practicing _ segmentation.

c lower income class

d all of the above

e none of the above

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15 This type of segmentation centers on the use of the word when, such as when

consumers get the idea to buy, when they actually make their purchase, or when theyuse the purchased item What do marketers call this?

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20 Consumer and business marketers use many of the same variables to segmentmarkets In addition, business marketers use all of the following except one Whichone?

a deliver value to consumers

b increase market share

c develop greater customer loyalty

d offer lower prices

e all of the above

(Answer: e; p 175; Moderate)

22 Many marketers believe that _ and _ provide the best basis for segmentingbusiness markets

a geographic location; product type

b buying behavior; benefits

c political makeup; benefits

d buying behavior; revenues

e none of the above

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24 When the size, purchasing power, and profiles of business market segments can bedetermined, they are said to possess the requirement of being _.

d Company values and mission

e None of the above

(Answer: d; p 178; Challenging)

28 Barney Hopkins has compiled a list of things that make segments attractive One ofthem is an error Which one is it?

a Relative power of buyers

b Lack of powerful suppliers to control the channel

c Few substitute products

d Competition with superior resources

e Financial resources

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29 In general, a company should enter only segments in which it can _ and _.

a offer lower prices; ship faster

b offer superior value; gain advantages over competitors

c offer superior value; ship faster

d gain advantages over competitors; get co-op advertising

e identify behaviors; understanding spending power

(Answer: b; p 178; Moderate)

30 The 50-year-old baby boomers share common needs in music and performers When

a company can serve this group, it is reaching a(n) _

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34 ByWay Ventures uses a differentiated marketing strategy The company must weigh _ against _ when selecting this strategy.

a extra research; costs

b sales analysis; sales

c increased sales; increased costs

d benefits; costs

e attitudes; perceptions

(Answer: c; p 179; Moderate)

35 Sanguine Services practices a marketing strategy where its limited resources are used

to go after a large share of two small niches Sanguine practices which one of thesestrategies?

a unimportant to; unwanted by

b unimportant to; overlooked by

c too small; undesirable to

d unknown by; unwanted by

e none of the above

d near major competitors

e far from competitors

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39 As You Like It, Inc., customizes its offers to each individual consumer This practice

of tailoring products and marketing programs to suit the tastes of specific individualsand locations is referred to as _ marketing

42 One of the following is not a drawback of local marketing Can you locate it?

a It can drive up manufacturing costs

b It can drive up marketing costs by reducing economies of scale

c It can create logistics problems

d A brand’s overall image might be diluted with too frequent use

e B and C

43 Under what circumstances can local marketing be quite effective?

a When pronounced regional differences in demographics and lifestyles are present

b When pronounced local differences in demographics and lifestyles are present

c When pronounced regional and local differences in demographics and lifestylesare present

d When regional and local differences in demographics and lifestyles are similar

e Any of the above

(Answer: c; p 181; Challenging)

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44 The latest marketing report published by Current Data intrigues you It states “The

move toward individual marketing mirrors the trend in consumer _.”

b Degree of product variability

c Product life cycle

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49 Target marketing sometimes generates controversy and concern Issues usuallyinvolve the targeting of _ consumers with _ products.

a elderly; expensive

b young; appealing

c vulnerable; potentially harmful

d vulnerable or disadvantaged; controversial or potentially harmful

c why; how long

d where; how long

e none of the above

(Answer: b; p 184; Moderate)

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54 This group determines a product’s position relative to competing products.

a after marketers put marketing mixes in place

b generally after consulting friends who use them

c with or without the help of marketers

d rather reluctantly

e based on nearby competitors’ positions

(Answer: c; p 185; Challenging)

57 Which one of the listed choices of positioning tasks is incorrect?

a Identify a set of possible competitive advantages upon which to build a position

b Survey frequent uses of the product

c Select an overall positioning strategy

d Effectively communicate and deliver the chosen position to the market

e Assess competitors’ positions in the immediate market

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59 A company or market offer can be differentiated along the lines of product, image,services, channels, or _.

a Unique selling product

b Unique services practice

c Unique sales pitch

d Unique selling proposition

e Universally strategic practice

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64 A difference to promote is worth establishing to the extent that it satisfies all of thecriteria except one Which one?

68 This positioning strategy is very competitive It can attack a more-for-more strategy

by introducing a brand offering with comparable quality but at a lower price Whatstrategy is it?

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69 This positioning strategy offers consumers a “good deal” by offering quality products or services at a lower price Which one is correct?

a The company’s marketing mix efforts must support the positioning strategy

b Positioning the company calls for concrete action, not just talk

c Designing the marketing mix involves working out the strategic details of thepositioning strategy

d Its service personnel, retailers, and advertising messages must match correctly

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74 With concentrated marketing, the marketer goes after a _ share of _.

a small; a small market

b small; a large market

c large; one or a few niches

d large; the mass market

e none of the above

(Answer: True; p 164; Moderate

77 For most of the past century, major consumer products companies held fast to massmarketing

(Answer: True; p 165; Easy)

78 At this point, your company wants to move away from mass marketing and engage intarget marketing The three steps to take, in order, are market segmentation,marketing positioning, and target marketing

(Answer: False; p 165; Moderate)

79 Each firm should be able to find a single way to segment each market

(Answer: False; p 165; Easy)

80 Bombay Gifts divides its markets into units of nations, regions, and cities Bombayuses geographic segmentation

81 This type of segmentation uses different marketing approaches for different timeperiods of peoples’ lives and different family situations This segmentation method iscalled demographic

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82 Gender segmentation has long been used in clothing, cosmetics, toiletries, andmagazines.

83 Shopping For The Rich and Famous is a buying service that helps wealthy clients findthe best buys in exclusive clothing, high-end cars, travel, and financial services Thisfirm would use income segmentation

84 Your assignment at work is to divide buyers into different groups based on socialclass, lifestyle, and personality characteristics After a planning session with themarketing and sales staff, you issue a memo to upper management recommendingpsychographic segmentation You are right on target

(Answer: True; p 169; Challenging)

85 Many marketers believe that behavior variables are the best starting point for buildingmarket segments

(Answer: True; p 170; Moderate)

86 Behavioral segmentation requires finding the major advantages or features peoplelook for in the product class, the kinds of people who look for each advantage orfeature, and the major brands that deliver each advantage or feature

(Answer: False; p 170; Challenging)

87 LaGrange Florists segments markets into groups of nonusers, ex-users, potentialusers, first-time users, and regular users of its flowers and services This firm usesusage rate as the segmentation approach

88 Research and planning for loyalty status as a segmentation approach is generally notuseful or practical for most firms

89 For simplicity’s sake, most marketers generally limit their segmentation analysis toone or a few variables

90 Segmenting business markets goes beyond consumer market variables Operatingcharacteristics, purchasing approaches, situational factors, and company culture mayalso be considered

91 A growing number of U.S.-based companies have developed the resources and thewill to operate in many foreign companies International segmenting of markets hasbecome quite popular

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92 Because there is such variation among the economies of countries around the world, it

is not practical to segment international markets on the basis of economic factors.(Answer: False; p 176; Moderate)

93 Karyn Caudill, marketing director for a major hospital in Houston, Texas, sees thegrowing number of ethnic groups and subcultures in her area She has discovered thatfor market segments to be useful they must be measurable, accessible, substantial,differentiable, and attainable

94 In evaluating different market segments, a firm must look at three factors: segmentsize and growth, segment structural attractiveness, and company objectives andresources

95 At a recent marketing seminar, the featured speaker stated that a target marketconsists of a set of buyers who share common needs or characteristics that thecompany decides to serve You believe this is a correct definition

96 Developing a stronger position within several segments creates more total sales thanundifferentiated marketing across all segments

97 Because Cruise Ships International currently has limited financial and personnelresources, it should avoid concentrated or niche marketing until resources are againsubstantial

98 Niche marketing offers smaller companies an opportunity to compete by focusingtheir limited resources on serving niches that may be unimportant to or overlooked bylarger companies

99 The widespread use of mass marketing has obscured the fact that for centuriesconsumers were served as individuals where businesses practiced individualmarketing

100 When a company faces choosing a target marketing strategy, its choices are limited

by factors related to company resources, the degree of product variability, and theproduct’s life cycle

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101 The latest Gallup Poll research shows that all attempts to target children, minorities,and other special segments are drawing criticism in the form of potential targetingabuses.

102 A product’s position is the way the product is defined by the retailers who sell it totarget markets It is how it is defined on important attributes—the place the productoccupies in the retailers’ minds relative to competing products

103 Consumers position products with or without the help of marketers

104 When Kia offers a new model of car with the same features as a comparable Toyota

or Ford and provides a longer warranty, it is following a more-for-less strategy.(Answer: False; p 191; Moderate)

105 Each company must develop its own winning positioning strategy, one that makes itspecial to its target consumers The company’s positioning and brand positioningshould be summed up in a positioning summary

Essay

106 Outline the three major steps in target marketing

The first step is market segmentation: dividing a market into smaller groups of buyerswith distinct needs, characteristics, or behaviors, who might require separate products

or marketing mixes The company identifies different ways to segment the marketand develops profiles of the resulting market segment The second step is targetmarketing: evaluating each market segment’s attractiveness and selecting one or more

of the market segments to enter The third step is market positioning: setting thecompetitive positioning for the product and creating a detailed marketing mix

(p 165; Moderate)

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107 Explain the four major segmenting variables for consumer markets.

Geographic segmentation divides the market into different geographic units, such asnations, regions, states, countries, cities, or neighborhoods Many companies arelocalizing their products, advertising, promotion, and sales efforts or are seeking tocultivate as-yet untapped geographic territory Demographic segmentation divides themarket into groups based on variables such as age, gender, family size, family lifecycle, income, occupation, education, religion, race, generation, and nationality Theyare the most popular factors because they are easy to measure, and consumer needs,wants, and usage rates often vary closely with demographic variables Psychographicsegmentation, on the other hand, divides buyers into different groups based on socialclass, lifestyle, or personality characteristics People in the same demographic groupcan have very different psychographic makeup Behavioral segmentation dividesbuyers into groups based on their knowledge, attitudes, uses, or responses to aproduct Many marketers believe that behavior variables are the best starting point forbuilding market segments

(pp 166–172; Challenging)

108 Describe how marketers use multiple-segmenting bases to their advantage

Marketers rarely limit their segmenting analysis to only one or a few variables Theyuse multiple segmentation bases in an effort to identify smaller, better-defined targetgroups Companies often begin by segmenting their markets using a single base, thenexpand using other bases

(pp 173–1744; Easy)

109 Why do businesses segment their markets?

By going after segments instead of the whole market, companies have a much betterchance to deliver value to customers and to receive maximum rewards for closeattention to customer needs Businesses segment using variables of operatingcharacteristics, purchasing approaches, situational factors, and personalcharacteristics

(p 175; Easy)

110 Why do international markets need to be segmented?

Few companies have either the resources or the will to operate in all, or even most, ofthe countries that dot the globe Different countries, even those that are close together,can vary greatly in their economic, cultural, technological, and political makeup.International firms need to group their world markets into segments with distinctivebuying needs and behaviors

(p 176; Easy)

Tiêu đề	Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Trường học	Standard Format University
Chuyên ngành	Principle of Marketing
Thể loại	multiple-choice questions
Năm xuất bản	2021
Thành phố	Standard City

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Số trang	32
Dung lượng	241 KB