Ch.9 Answers.docx - Ch.9 ONLINE PRACTICE TEST Question 1...

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Ch.9 ONLINE PRACTICE TEST Question 1: Consider the overall market for beverages in the US. This market consists of both alcoholic and non- alcoholic drinks. Within the alcoholic portion of the market there are a large range on different types of alcoholic drinks, including wines, beers, hard liquors, etc. In addition, each of these later alcoholic lines of beverages can be further subdivided. For example, beers can be, as a minimum, divided into ales and lagers, with many subcategories within these broader groups. If one is seeking to enter the beer brewing business and is conducting an MOA, they might define the category of ales to be: Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): A macro-segment Question 2: Jennifer is marketing manager for a major consumer goods firm. She is interested in determining if market opportunity exists for the sales of a new brand of organic, gluten free line of ready-made dinners. Jennifer knows that the market for ready-made dinners is very large and heterogeneous and wants to more precisely pinpoint those customers within this market that are most likely to respond favorably to the new brand. Apparently, Jennifer is interested in how to best promote her new brand. Type: True or False Points Awarded: 0/1 Your Answer(s): True Question 3: The term “psychographics” refers to consumers’ personality and lifestyle characteristics. Type: True or False Points Awarded: 1/1 Your Answer(s): True Question 4: Scale economies, if achieved, that make low prices possible is an advantage of mass-marketing . Type: True or False Points Awarded: 1/1 Your Answer(s): True Question 5: Those characteristics that allow marketers to define market segments and distinguish one market segment from another are called segmentation dimensions . Type: True or False Points Awarded: 1/1 Your Answer(s): False
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Question 6: Which of the following are commonly employed to profile market segments once they are created? Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): All of the above Question 7: Gatorade AM is targeted to consumers who desire an energy drink in the morning instead of traditional coffee or tea. Gatorade is clearly trying to increase consumption of its brand by targeting additional _____________ segments. Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Usage occasion Question 8: Suppose a chain of hair salons decides to locate its stores only in the suburbs. This would be an example of the use of a _________ segmentation base. Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Geographic Question 9: Actual demand is the upper bound on sales for all firms in a given industry of a product sold to a specific market in a specified period of time. Type: True or False Points Awarded: 1/1 Your Answer(s): False Question 10: Which of the following segmentation bases is most consistent with the tenets of the marketing concept? In other words, if you are a strong advocate of the marketing concept, which of the following segmentation bases will be most consistent with your "philosophy of doing business?" Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Benefits
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