MAR 4323 Summer 2015 Chapter 2 Quiz

| June 7, 2016

Question
(4323 Summer 2015 Boca)

Assignment:

Chapter 2 Connect Quiz

1.

Award: 6.66 out of 6.66 points

Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.

True

False

2.

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Market segmentation is done in order to develop different marketing strategies for each customer.

True

False

3.

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Which of the following consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by

consumers?

Brand identity

Brand segmentation

Brand sectoring

Brand equity

Brand differentiation

4.

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A cell phone ad that portrays buyers using push messaging and a HD display along with sync emails and Facebook accounts is making use of

benefit segmentation.

True

False

5.

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Companies invest huge amounts of money in advertising directed at maintaining and protecting the brand equity as it serves as a source of

competitive advantage for the companies.

True

False

6.

Award: 6.76 out of 6.76 points

Marketing channels refer to the _____ element of the marketing mix.

positioning

promotional

packaging

price

place

7.

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In relation to the development of a strategic marketing plan, which among the following should the company do immediately after evaluating

the opportunities presented by various market segments?

Search for competitive advantage

Competitive analysis

Target market selection

Note demand trends

Situational analysis

8.

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Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the “fast-paced

lifestyle.” In this scenario, the chain is using:

socioeconomic segmentation.

economic segmentation.

demographic segmentation.

geographic segmentation.

psychographic segmentation.

9.

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Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as psychographic segmentation.

True

False

10.

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Root Inc., a manufacturer of dental hygiene products, manufactures chocolate and strawberry flavored toothpaste which were specifically

designed for children. Which of the following bases of segmentation is the company using?

Psychographic segmentation

Demographic segmentation

Socioeconomic segmentation

Economic segmentation

Geographic segmentation

11.

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A marketer who aims to position his product on the basis of salient features that the product contains is using:

positioning based on product class.

positioning based on use.

positioning based on cultural symbols.

positioning based on price.

positioning based on benefits.

12.

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Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is

used to:

destabilize competitor branding.

gain a competitive advantage.

create market segmentation.

recapture marketing channels.

create diversification.

13.

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Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For

example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on.

In this scenario, Planet Burgers makes use of _____ segmentation.

psychographic

geographic

demographic

economic

socioeconomic

14.

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AB Rail Inc., a private railroad firm, offers both economy class and business class tickets. Each of these segments is marketed separately

using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using

demographic segmentation.

differentiated marketing.

concentrated marketing.

geographic segmentation.

undifferentiated marketing.

15.

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Which of the following is the first step in the target market selection process?

Distribution of promotional tools

Determining market segmentation

Positioning through marketing strategies

Identification of markets

Allocation of budgets

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